How to Plan a Corporate Video Marketing Campaign
Whether you’re just getting started with video marketing campaigns or this is something you’ve been doing for quite some time, the planning steps that you take upfront can make a world of difference in the overall ROI that you see from your efforts. We’re showing you how to plan a corporate video marketing campaign that will pave the way to maximum results as you produce engaging, interesting video content for your viewers.
To ensure that you campaign takes off without a hitch AND achieves your marketing goals, you need to take some time out to plan. First, consider your audience. Then, consider the channels that you’re post video to as well as how you will distribute the videos (daily, weekly, monthly, some other way?). Finally, consider how the videos will work with your overall corporate objectives to help you achieve various goals.
Important Elements of a Corporate Video Marketing Strategy
Your corporate video strategy should focus heavily on the utilization of video to boost your ability to achieve overall corporate goals. Ideally, you’ll create a video for each stage of the marketing funnel so that you can reach a wider audience regardless of where they stand in their decision to purchase your products or services.
Additionally, you should consider the following elements as you plan your corporate marketing strategy:
- The goals of your videos.
- Your target audience for each video.
- What you want to tell your audience. Details you expect them to take away from watching.
- Creative requirements that will help you achieve your goals.
- A timeline of production as well as a campaign timeline that outlines the proposed schedule of events that will come together to make up the marketing campaign.
- A budget that is both realistic for your business and realistic for the amount of work that you intend to have completed.
Step 1: Determine Audience
As you think about how to plan a corporate video marketing campaign, consider taking a step back to assess your audience. While you may think, “that’s obvious, I already know who my target audience is because I’m already marketing to them.” Consider the fact that videos can reach an entirely unique audience of their own and various subsets or persons within your target audience may respond differently to your video marketing efforts.
Now is the time to define each person, what makes them different, and why each set of personas would watch your video. You may also want to define what each persona should take away from watching the video as the key takeaways may vary slightly depending on the audience.
Step 2: Determine When to Distribute the Video & How
Where will you distribute the video for your audience? How will you share it? These details are vital to your video marketing campaign efforts as they are major decisions that must be made. Different persona types will interact differently and take different steps in reaching purchase decisions.
Your video marketing plan should properly address each persona, outlining the communication preferences of each audience and the steps you will take to approach the audience and deliver content to them. As you build a targeted video marketing approach for each persona, make notes as to how these customers are likely to journey from the initial stage of awareness to the point where they purchase your product or service.
Step 3: Plan a Circulation and Distribution Schedule
You can create the absolute best corporate marketing videos in the world–if you distribute them to a place that your audience is never at, or at a time when nobody will ever see them, they are useless.
As you plan distribution, consider the following:
- A schedule that includes promotion of all marketing content, including your videos, blogs, and newsletters.
- A targeted approach that includes video promotion by your social influencers and your other content sources to ensure your audience KNOWS you are releasing a video.
- Appropriate timing that will ensure that the right audience sees the video at the right time in the purchase cycle.
Step 4: Optimization
You must optimize your content–videos too. As you prepare your video marketing campaign, consider the appropriate steps towards content optimization such as keyword research and using all relevant tags in YouTube or other backend locations where your video will be shared.
As you plan for video optimization, also consider a transcript for each video. Transcripts provide an added way for the page that the video is hosted on to rank in the search engines for various terms and keywords that are included in the content. Without a transcript, your ability to rank for valuable terms becomes challenging at best.
Step 5: Determine How the Video Moves Viewers Through the Funnel
Now that you’ve planned the essentials, it’s time to plan how the video will move viewers through your marketing funnel towards making a purchase decision. This includes deciding on how exactly the video will guide the viewer from the point where they currently are, to the point where they say, “Yes.”
Video content should already be tailored to the stage of the marketing funnel that your visitors are in. this way, you can take added steps to define the next actions in the funnel that will be required to get the viewer to purchase. For each video, consider whether it is helping your visitor to learn more about your product or service, to gain trust in your product or service, to make an immediate purchase of your product or service, or even to make a repeat purchase. Whatever stage they are in, your video content should target appropriate and move them towards the next funnel stage.
Now that you know how to plan a corporate video marketing campaign from scratch, give Beverly Boy Productions a call to start creating videos that will achieve the goals you desire.