Essential Considerations for Your Video Marketing Plan

The boss says you’ve got the green light to begin producing video as part of your marketing strategy and the leadership team supports you 100%. Why Video? Are you feeling like you need to produce video content because you read somewhere that it’s a powerful marketing tool and every business should make videos? Of course, you can produce video of talking heads, but to fully leverage the power of video, use this medium to take the viewer somewhere, show them something, or teach them something they didn’t know. Who will see the video? So often, marketers get tangled up in producing video content that is based on what they want to share, rather than what the viewer wants to watch. Timeline Let’s agree on something here — a video marketing strategy is more than producing one video that will go on the homepage of your website. How will the video be used? You’ll also want to create a free and premium channel for your video so you can drive organic search while also drive conversion. There are many ways to use video today and when you know how you’ll use the video, you’ll have a crucial first step in developing the foundation for a video marketing strategy.

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Congratulations! The boss says you’ve got the green light to begin producing video as part of your marketing strategy and the leadership team supports you 100%. All you have to do is put together a video marketing strategy that they will sign off on! It sounds simple enough, and yet, there are a number of roadblocks that can make this simple exercise not so simple. The first will be budget. Yep, you’ll soon find your boss doesn’t really know how much video costs to produce and you’ll feel like you’re going into a fight blindfolded and with one arm tied behind your back. Secondly, there’s a good chance your boss will think you’ll produce one video and all of a sudden leads will start to roll in — like a commercial that just hit the airwaves. Unfortunately, this is a different ballgame.

So, what to do, what to do? Before you get too far down the road, here are some essential considerations when developing a video marketing plan.

Why Video?

First, start by asking yourself or your team, “why video”? Are you feeling like you need to produce video content because you read somewhere that it’s a powerful marketing tool and every business should make videos? Or, do you have a product or service that will come to life through video in ways that words and pictures fall short? Remember, video is a visual medium. Of course, you can produce video of talking heads, but to fully leverage the power of video, use this medium to take the viewer somewhere, show them something, or teach them something they didn’t know. If you’re going to use a talking head, an effective application is to introduce yourself to someone. Too often people use video in situations when words and pictures will do just fine.

Who are you trying to reach?

You knew this one was coming and yet so often people produce videos without considering the audience. Who will see the video? What do they expect to see when they click on the clip? Why should they care? So often, marketers get tangled up in producing video content that is based on what they want to share, rather than what the viewer wants to watch. This is an old mindset that came from the days of television advertising. The world has changed, help your viewer by providing an experience that is…

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