How To Incorporate Video Marketing Into Your Communications Strategy. For example, I worked with a Chicago tech company that was on a hiring spree for top-notch web developers. When developing video ideas for this goal, think about what makes your company special and which positions you would like to promote. Timing is key. If you start a weekly or monthly video series, make sure you follow through with the schedule because your audience will begin to anticipate fresh content from you. Also, meet your audience where they are, whether that’s on social media, email or a website. Here are a few places to share your videos: Social media networks, such as Facebook, Instagram and Twitter Website or landing page Company blog or partner blog YouTube or Vimeo Email campaigns Link in email signatures You’ll likely distribute your video across a variety of these channels. Perhaps one topic garnered more social shares and views than another, or a post on LinkedIn had more clicks on your “apply now” link than the same post on Facebook. Putting a measurement plan in place from the start enabled us to analyze and optimize our efforts to attract talent. Continue to evolve as you repeat steps one through four.
Video marketing is on the rise, and for good reason: 76% of
companies who have used video in the past 12 months report a direct
business impact, and more than 60% plan to increase their
investments in video next year, as reported by
Adweek. But before whipping out your smartphone and creating a
spontaneous video, take a moment to develop a game plan.
Having worked as a television news reporter and producer for
network affiliates such as ABC, CBS and NBC, I learned the power of
video and the fundamentals of visual storytelling firsthand, and I
have leveraged this knowledge to help high-growth companies
incorporate video into their communications strategies. I’m excited
to share my approach with you.
Step One: Identify Your Goals
Think about what you want to accomplish with your videos and
what actions you want the viewer to take. A clear understanding of
your goals will help inform the type of content you create and the
best way to track its success. Here are a few common objectives for
communications professionals:
At this step, it’s important to determine how you will measure
success. There are many online tools available to help track the
impact of videos such as Google Analytics, Google Tag Manager and
Wistia. Selecting key performance indicators (KPIs) can be as basic
as tracking video views and social shares, or as specific as
following the customer journey and documenting conversions.
For example, I worked with a Chicago tech company that was on a
hiring spree for top-notch web developers. To measure the impact of
our communication team’s efforts to help recruit talent, we
monitored video views to see how often candidates were engaging
with us, and we tracked the number of times people clicked the
“apply now” button that accompanied the videos.
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Step Two: Create With Intention
Next, develop visual story ideas that support your goals. This
is where your creativity comes into play. Similar to what you may
do with blog posts, you’ll want to brainstorm several topics and
add them to your editorial calendar. Remember, this is video, so
think about the visual components including graphics and
supplemental footage that will help maintain the viewer’s
attention.
Let’s use the first objective as an example: Attract top talent.
When developing video ideas for this goal, think about what makes
your company special and which positions you would like…
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