There’s no denying that video marketing is a powerful tool in your inbound marketing strategy. Having a video for your company or brand is like having an employee talking about you, 24 hours a day, 365 days a year, leading prospects further along the buyer’s journey.
So how do you go about creating content? Where do you start?
You start with a purpose.
First, identify your goals. Are you looking to increase business overall? Or are you focusing on one specific product or service right now? Do you need to raise brand awareness?
Let’s take the example of Directions, a fictional high-end outdoor apparel & accessory company. They are releasing a new line of leather accessories, made here in the United States. In this case, a video (or series of videos) showcasing those new accessories would be the best action to take.
Now that the general subject has been identified, now what? Strategize the best way to achieve that goal. It would be best to have videos each with a specific goal in mind, and they should be able to be reused outside of the launch campaign for maximum return on investment. All video should be very high quality, to instill that sense of luxury and quality of the products themselves. The video content needs to:
Explain what goes into making the product the best.
Show people using & enjoying it.
Directions could have a short 15-30 second teaser video to be released a week or two before the launch, to help raise awareness for their new products. It would also work to get people excited for it. It should end with the launch date of the items, as well as the URL to a website landing page or a social media channel. The point is to try and keep it to one Call-To-Action so as not to confuse the viewer
(Bonus: a second version of this video should be created, with the only difference being no launch date at the end… More on why later).
Next, a video could be created that would be released on launch day, which highlights the craftsmanship that goes into making each piece. It would be shot on location with the actual people building them from scratch.
This shows the quality of the product, the passion of the people involved, and instills a sense of patriotic pride as it is made in America.
Finally, a general promo for the products would be shot, showing a specific demographic of people (who have been identified as the target audience) using the items while on hikes, during camping trips and exploring the great outdoors, which is the feel that Directions is going for. This allows for prospective customers to help visualize how they can use the products — and how cool they’ll look doing it.
This one should be released 4-7 days after the second video’s release.
Once the new product line is launched, ALL the videos can continue to be utilized to promote the items for as long as the company still carries them.
Remember that second version of the teaser without the launch date? That is what would be used instead of the original teaser with the launch date. You can get some SERIOUS mileage out of the videos over the next few weeks, months and years. Share them across social media channels every few weeks, and around the holiday selling season. Include them in emails, and embed them on the website so people thinking about purchasing have a high quality video to help convince them.
Never just create, post & forget about video content. Promote it constantly. Buffer is a great way to schedule out content in batches of time. Perhaps set up a week’s worth of content to go out in a 30 minute window if time you set aside every Monday morning. This way you don’t have to go in and create and post content several times a day.
Once you have a clear goal in mind, setting up a strategic series of videos will work wonders for your marketing efforts, and will be relevant for years to come.