Building a 2018 Video Marketing Strategy: Considerations and Templates

Building a 2018 Video Marketing Strategy: Considerations and Templates

Interesting Not Interesting Share Tweet Hey business owners and marketers, it’s time to have a heart-to-heart about video marketing. After talking to many marketers and business owners, there is still a lot of fear around what types of video to create, how much to budget per year/project, and how to get started. My point is that we live in a time where every single company has a reason to be budgeting for and creating video content. Take the time to think about other kinds of video content that you can create for your business or industry. Here are a few other ways that you can maximize your time and money to get more videos: Plan multi-day shoots. You can develop credibility and thought leadership by creating video content that helps your customers and prospects get the answers they are looking for anyway. Look for More Ways to Share Your Stories We talk to companies all the time who “don’t have interesting stories to tell,” and to that, we call BS. No matter what industry you are in, you have compelling stories to tell. Otherwise, why do you show up for work in the morning and why do your customers hire you? Tell the stories of your longest-tenured employee or customer.

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Hey business owners and marketers, it’s time to have a heart-to-heart about video marketing. If you aren’t planning to dedicate a significant chunk of resources in your 2018 marketing plan to video, you’re already missing out on one of the most effective ways to engage with your audience online. Whether you are in manufacturing, senior living, e-commerce, or SaaS, there’s a place for video content in your marketing model.

If you are like me, you’ve heard thought leaders and read blogs touting the importance of video more times than you can count. There are tons of stats about how many videos are being created every month, the “best” length for a video, and the most popular viewing times. And while they are all interesting bits of knowledge, unless you are publishing A LOT of videos every month, they aren’t all that helpful.

After talking to many marketers and business owners, there is still a lot of fear around what types of video to create, how much to budget per year/project, and how to get started. So, I’ve created a quick list of things that you should be considering for your video marketing strategy as well as a few tools that will help you get started.

1. Increase Your Budget for Video

No matter what your video budget was for 2017, you should plan to increase it for 2018. If you didn’t spend any money on video last year, now is the right time to start. If you did spend money, you should either start filling out the rest of your website with video or look to replace your older video assets – or both. If you are not sure what to spend, there are resources that can help you incorporate video into your marketing budget.

If you don’t believe me, take it from Apple and Facebook, who are both spending billions of dollars in 2018 to create original video content. These are two very successful businesses whose business models didn’t need to expand to video, however, these tech giants realize that there is massive potential in creating video content.

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Now, I know what you’re thinking. “That’s all great, Britt, but I’m not Apple or Facebook, and I definitely don’t have billions of dollars to spend.” You’re right, but that’s not my point.

My point is that we live in a time where every single company has a reason to be budgeting for and creating video content. No matter what your budget is, here are a few simple suggestions:

  • $0-$2,000: For this kind of budget, you will not be able to spend much, if anything, on a videographer. Instead, invest your money in a course or workshop to help you learn about video strategy. Focus on creating free or cheap videos like Facebook Live videos, webcam videos, etc. Depending on your budget, you can probably invest in an HD webcam or a good microphone to help you get the best quality possible.
  • $2,000-$5,000: With this budget, you’ll definitely be able to afford to buy some basic recording equipment or hire a freelance videographer, but you won’t really want to rely on them to develop the strategy of your video. Again, I would suggest investing your budget in a class or workshop to help you learn the basics of video strategy.
  • $5,000+: With any budget greater than $5,000, you can afford to work with a production company that can advise you on what to produce and how to produce it.

2. Diversify Your Video Content

One video on your website can’t do everything….

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