Ever wondered how to create a video marketing campaign? Video has become so common in today’s marketing that every business should be considering new ways to implement it. We produce video marketing campaigns all the time and wanted to provide a resource for you to learn how to do the same. Whether you’re producing the video in-house or hiring a videographer/video production company to help out, this video should help you get yours started!

We acknowledge that we live, work and create on the traditional territory of the Songhees, Esquimalt and W̱SÁNEĆ nations. 

Pick Your Marketing Goal

The very first thing you want to do is decide what your goal is going to be for this video. What is the meaningful objective that you want to reach? Because if you don’t have one of these, then there’s no way that you’re going to be able to measure the results of this campaign. And there’s no way that you’re going to know whether or not you’re spending your money effectively or if you’re just pouring it down the drain. Whatever it is you want to have a measure of what you’re currently at and a goal of what you want to get to. 

Identify Your Audience

So then you’re going to decide who your audience is. If it’s your existing customer base, you probably know them pretty well but if it’s a new set of customers, then you’re going to have to spend some time learning about them and learning why they’re going to come to you. You’re going to want to think a little bit deeper than just demographics. You know where they live, what their likes are, and what they’re looking for, but you also want to think on a deeper level and think about what they’re going to receive from you and why is it that they’re going to come back to you?

You want to think a little bit more about internal motivators. For example, someone who is hiring a resume writing service. Sure, they’re getting a resume, but what they’re actually trying to buy is, success or a feeling of productivity.

When you can think of that layer deeper, then you’re going to have a much better understanding of the messages that you’re going to have. 

Choose Your Platforms

The next step before we quite get to the message is you’re going to decide on your platform because we already know now what your goals are and who your audience is. You want to think about where is the best place to reach them. If you’re looking at a younger audience and you want to, reach them with something that’s a bit more fun and casual, then you’re probably not going to be running this campaign on LinkedIn. And likewise, if you’re trying to reach a more professional, older audience, then you’re not going to be running tick-tock ads and you’re not going to be trying to promote videos on Snapchat. You want to make sure that your platform aligns with the people you’re going after and the goal that you have identified. 

Create Your Message

And then from there, you can start to think about more of your message. So what is the one takeaway that’s going to be part of this video? For longer videos, you can occasionally have secondary messages. But you always want to have one main core focus of the video, and it’s probably going to be a call to action. For example: come to our website, come in on Tuesdays, buy these shoes for 30% off, come in for Black Friday, etc.

You want to have one main message that’s going to carry through this whole campaign and it’s going to point people towards that initial goal that you identified there.

Get Creative With a Concept

You know your messages, you know who you’re trying to target, you know where you’re going to target them and you know what you want them to do. And this is where you can get a little bit more creative and come up with a concept, like what are some you know, what are some creative ways that I can communicate the value that they’re going to get from me? Remember those deeper levels of value that they’re going to receive? How can you communicate to them in a way that’s going to catch their interest?

Depending on who your audience is, it’s going to be, totally different. You’re going to want to spend some time and really make sure that you have a good creative concept for that.

Plan the Release

Your next step is going to be planning your rollout. And remember, we still haven’t produced any video yet. We’re only just in the planning stages. You’re gonna think about where you’re going to share the videos and when. How often are you going to swap them between each other? If you’re running video ads, maybe you want to have several videos that are retargeting customers at the same time. Maybe if it’s social media, you’re going to have them run consecutively depending on what your concept is. You might have a story that’s built across several portions and maybe you want to roll those out at specific periods of time.

Produce Your Video

Once you’ve kind of decided on that, then you can go into production and you can hire a videographer or a video production company if you have the budget. We have a video if you’re still not sure on who to choose, but you should be able to find one of either that kind of fits within your price range. But it might also be the case that, it makes more sense for you to shoot yourself or you’re going to ask your customers to send user-generated content. Or maybe it’s going to be that you’re going to have your employees take the video for you depending on your rollout, your budget, and your platforms. It might make sense for you to just shoot this yourself.

Roll Out Your Video Marketing Campaign

And then once you have your video all produced and you finally have gone through this fun process of seeing it come to life, you can go from there and start to roll it out. If you’re running YouTube ads, you’re going to be working with your Google ad manager. If you’re running it on social media, you could probably have a planner. Maybe you’re using Hootsuite, Later, or Sprout, there are lots of different planners available.

If you’re going to be hosting a video on your website, you can share it on YouTube or Vimeo. If you want to get a bit more reach and get some, search engine optimization out of it, then it might be better to use YouTube. But if you want to host a higher quality video, then it makes more sense to host it yourself and use it or on vimeo

Track Your Results

If you’re anything like me, you keep your eyes on it as you’re running the campaign. But if not, you want to kind of come back and double-check and see the results. You want to track your analytics and make sure that your videos are reaching the right people and that your videos are getting the results that you wanted.

Remember we started with a goal right off the start, and it’s only now that you can kind of look back and see that we spent X amount of money and X amount of time in creating this video and our conversion rate only went up Y percent. Maybe you found out that certain videos had a much higher impact or that people who clicked on certain videos stayed on your website way longer. This is really important information for future campaigns. You can use this information to continuously improve and continuously iterate.

And you can continuously repeat this process, keep creating video campaigns and keep rolling them out.