20 Steps on How to Grow your Business with Video Marketing
There are many things to consider when using video marketing to build a business. Here, we break them down into 20 steps in order to make it clearer and keep it organized. As they say, no matter how big a task might be, it can be accomplished once step at a time. And this holds true even when it comes to using videos to build a business.
All of the components below are necessary for success, but doing some of them is better than doing none of them.
1. DEFINE YOUR GOALS
Start by setting clear and specific goals for your video marketing efforts.
Are you aiming to increase brand awareness and let the world know what your business stands for?
Or perhaps your focus is on driving more traffic to your website, where potential customers can learn more about your products or services.
Maybe you're looking to generate leads by enticing viewers to sign up for your newsletter or participate in a webinar. And of course, boosting sales is often the ultimate goal for many businesses.
The key here is to be specific. Instead of a vague goal like "get more views," aim for something like "increase website traffic by 20% through video marketing in the next quarter."
Specific goals not only help you measure success but also guide your content creation process. If your goal is to generate leads, your videos should include clear calls to action (CTAs) that encourage viewers to take that next step, such as filling out a contact form. So, before you hit the record button, make sure you know exactly what you want to achieve with your video efforts.
2. KNOW YOUR AUDIENCE
Understand your target audience's demographics, interests, and pain points. Create buyer personas to guide your video content strategy. To create effective video content, understand your audience's demographics, interests, and pain points. Start with basic demographics like:
Age
Gender
Location
Income level
Those are the foundation. Once you have that, delve into their:
Interests
Hobbies
Challenges
Knowing these details allows you to tailor content that resonates. Consider creating buyer personas representing your ideal customers to guide your content strategy. Crafting videos with these personas in mind fosters engagement and connection, making your video marketing more effective. So, invest time in understanding your audience; it's the secret to compelling video content.
3. PLAN YOUR CONTENT
Develop a content strategy that aligns with your goals and audience. Start by aligning your content strategy with your goals and audience. If your goal is to increase brand awareness among a younger demographic, consider creating short, visually engaging videos that resonate with that audience. Forlead generation, focus on informative videos prompting viewers to take action. Next, decide on the types of videos you'll create:
Product demos showcase offerings in action.
Tutorials position your brand as an industry expert.
Testimonials provide social proof.
Behind-the-scenes footage humanizes your brand.
Mixing up your video content keeps your audience engaged and caters to different preferences. The key is to provide value while staying true to your business objectives. With a well-thought-out content plan, you'll create compelling videos that drive results. For more insights into crafting a versatile and impactful video content strategy, HubSpot’s comprehensive guide on video marketing offers valuable tips and examples.
4. BUDGETING
Determine the following:
video budget
covering equipment
software
professional services (if needed),
advertising expenses
High-quality equipment enhances production value, making it worth the investment. If you're not proficient in video editing, allocate budget for professional help to ensure top-notch content. Don't overlook advertising costs; paid promotions can broaden your reach. Wise budgeting ensures cost-effective and impactful videos, maximizing your ROI.
5. EQUIP YOURSELF
Invest in the necessary video equipment, including cameras, microphones, lighting, and editing software. Quality matters, so choose wisely.
Investing in the right video equipment is crucial for success. Choose a camera that suits your needs, whether it's a professional DSLR or a high-quality smartphone with excellent video capabilities. A reliable microphone ensures clear audio, and good lighting enhances your videos' appearance. Invest in top-notch editing software to refine your footage and give your content a polished and professional touch. Quality equipment directly impacts your content quality, so choose wisely to stand out and engage your audience effectively.
6. SCRIPT AND STORYBOARD
Plan your video content by scripting and storyboarding. This helps ensure a clear message and engaging narrative.
Scripting and storyboarding are the secret sauce to creating captivating video content. Crafting a well-written script ensures that your message is concise, coherent, and on point. It's like the roadmap that guides your storytelling. Storyboarding, on the other hand, visually lays out each scene, helping you visualize how your video will flow and ensuring that every shot serves a purpose. Together, scripting and storyboarding not only ensure clarity but also facilitate the creation of an engaging narrative that keeps your audience hooked from start to finish. So, take the time to plan your content meticulously, and you'll be well on your way to producing videos that leave a lasting impact.
7. SHOOT HIGH-QUALITY VIDEO
When filming, pay attention to factors like lighting, sound quality, and composition. Shoot several takes if necessary to get the best footage.
Shooting high-quality video is the linchpin of your success. Paying meticulous attention to details like lighting, sound quality, and composition can make all the difference. Adequate lighting ensures your subject is well-lit and your video looks professional, while clear and crisp audio enhances the viewer's experience. Composition involves framing your shots thoughtfully, considering aspects like the rule of thirds and leading lines to create visually pleasing content. Don't hesitate to shoot multiple takes if necessary; it's all part of the process of capturing the best footage possible. Remember, the effort you put into shooting your video directly impacts its overall quality, making it more engaging and effective. So, keep your camera rolling and aim for nothing less than excellence.
8. EDIT LIKE A PRO
Use video editing software to refine your footage, add graphics, captions, and music, and ensure a polished final product.
Video editing is where your raw footage transforms into a polished masterpiece. Utilizing video editing software allows you to weave together a compelling narrative by selecting the best clips, trimming unnecessary segments, and creating a seamless flow. Enhance your videos with graphics and captions to provide additional context or emphasize key points. Music can set the tone and evoke emotions, making your content more engaging. The final editing touches ensure your video is not only visually appealing but also free from any distracting errors or inconsistencies. Editing like a pro elevates your content and ensures it resonates powerfully with your audience, leaving a lasting impression that drives your message home. So, embrace the editing process as the crucial step in bringing your video vision to life.
9. OPTIMIZE FOR SEO
If you're posting on YouTube or other search-oriented platforms, optimize
your video titles
descriptions; and,
and tags with relevant keywords to improve discoverability.
Optimizing your video for SEO is like placing a spotlight on your content in the vast digital landscape. Begin by conducting keyword research to identify the terms and phrases relevant to your video's topic.
Incorporate these keywords strategically into your video titles, descriptions, and tags. Craft a compelling video thumbnail that piques curiosity and encourages clicks. Moreover, consider adding a transcript or subtitles to your video, as they not only improve accessibility but also provide search engines with more textual content to index. By optimizing for SEO, you increase the chances of your video being discovered by your target audience, ultimately boosting its visibility and impact in the online realm. So, embrace the power of SEO to ensure your video shines brightly in search results.
10. CHOOSE YOUR PLATFORMS
Select the social media platforms that align with your audience and goals. YouTube, Instagram, TikTok, Facebook, and LinkedIn are popular choices.
Choosing the right platforms is like finding the perfect stage for your performance. Consider the preferences of your target audience and the nature of your content when selecting social media platforms.
YouTube offers a robust platform for longer-form videos and in-depth content.
Instagram is ideal for visually appealing posts,
TikTok thrives on short, snappy videos that embrace trends.
Facebook boasts a broad user base; and,
LinkedIn caters to a more professional audience.
By aligning your content with the platforms that best suit your audience and goals, you can maximize your video's reach and impact, ensuring it resonates with the right viewers. So, pick your stage wisely, and let your video shine in the spotlight.
11. UPLOAD AND SHARE
Publish your videos on your chosen platforms, and share them on your website and other marketing channels. Cross-promote to maximize reach.
Once your videos are ready to shine, it's time to set them free in the digital world. Publish your videos on your selected platforms, making sure to optimize them for each platform's specific requirements. Don't stop there—integrate your videos seamlessly into your website and other marketing channels to create a cohesive brand presence. Cross-promote your video content across your social media profiles, email newsletters, and blog posts to cast a wider net and maximize your reach. By strategically sharing your videos across various channels, you'll ensure that your message resonates with a diverse audience, driving engagement and boosting your video's impact. So, let your videos take flight and watch your audience grow.
12. ENGAGE YOUR AUDIENCE
Encourage viewers to like, comment, and share your videos. Respond to comments promptly and foster a sense of community.
Engaging your audience is the heartbeat of successful video marketing. Encourage viewers to not only watch but also actively participate by liking, commenting, and sharing your videos.
When viewers take these actions, it not only boosts your video's visibility but also fosters a sense of community around your brand. Respond to comments promptly, acknowledge feedback, and genuinely connect with your audience. By nurturing this engagement, you'll build stronger relationships with your viewers, turning them into loyal customers and advocates who eagerly await your next video.
So, make your audience an integral part of your video journey, and watch your brand's community thrive.
13. ANALYZE PERFORMANCE
Regularly review video analytics to track views, watch time, engagement, and other relevant metrics. Use these insights to refine your strategy.
Analyzing your video performance is like having a compass that guides you on your marketing journey. Regularly delve into video analytics to gain valuable insights into metrics like views, watch time, and engagement. Understand your audience's behavior by examining when and where they drop off or engage the most. Take note of the demographics and geographic locations of your viewers. Armed with this data, you can refine your strategy, create more of what resonates with your audience, and address any areas that may need improvement. In essence, analytics provide the roadmap to optimizing your video content and achieving your business goals effectively. So, embrace the numbers and let them steer you toward success.
14. A/B TESTING
Experiment with different video styles, lengths, and posting times to see what resonates most with your audience.
A/B testing is your secret weapon for refining your video strategy. Don't be afraid to experiment with various video styles, lengths, and posting times to uncover what truly resonates with your audience.
Test different video formats:
tutorials
product showcases; or,
storytelling content
Which seems to have resonated with your audience the most?
Try varying video lengths to see if concise or more in-depth videos garner better engagement.
And play around with posting times to discover when your audience is most active and receptive.
By consistently conducting A/B tests, you'll fine-tune your approach, ensuring that every piece of content you create hits the mark and maximizes its impact. So, keep experimenting and let data guide your way to video marketing excellence.
15. COLLABORATE
Consider collaborating with influencers or other businesses to reach new audiences and build credibility.
Collaboration can be a game-changer. Think about teaming up with influencers or complementary businesses within your industry.
Influencers bring their dedicated followers, and partnerships can help you tap into entirely new audiences. Collaborative content not only expands your reach but also adds credibility to your brand when endorsed by trusted figures.
So, don't hesitate to explore the power of collaboration as it can be a dynamic way to supercharge your efforts and strengthen your brand's reputation.
16. RUN PAID ADS
Paid video advertising can be a turbo boost for your marketing strategy. If your budget permits, consider investing in paid ads on platforms like YouTube, Facebook, or Instagram.
These platforms offer powerful targeting options, allowing you to reach a specific audience most likely to engage with your content.
Paid ads can:
swiftly expand your reach,
increase brand visibility
and drive valuable traffic to your website or landing pages
It's a strategic move that can yield impressive results, especially when executed alongside your organic video efforts. The truth is that, SEO marketing takes at a minimum three months, even up to six months, and even a year in highly competitive industries before you see results.
So, if you're looking to accelerate your impact, paid advertising is a dynamic avenue to explore.
17. MONITOR TRENDS
Stay up to date with video marketing trends and adjust your strategy accordingly. Trends can change rapidly in the digital landscape.
Keeping your finger on the pulse of trends is how to stay ahead of the curve in a dynamic digital world. The landscape evolves rapidly, with new formats, platforms, and techniques emerging regularly.
Make it a practice to stay informed, from the rise of short-form video to the growing importance of live streaming. Adapt your strategy accordingly, incorporating fresh ideas and staying relevant to your audience's ever-changing preferences.
By remaining flexible and receptive to trends, you'll position your brand as a forward-thinker, ensuring that your video content stays engaging and effective. So, embrace the dynamic nature of video, and let trends guide your strategy toward continued success.
18. CUSTOMER VIDEO TESTIMONIALS
Showcase customer testimonials in video form to build trust and credibility. Real-life success stories can be highly persuasive.
Customer video testimonials are your secret weapon for building an unshakable foundation of trust. These authentic, real-life success stories have the power to sway potential customers in a way that words alone cannot. When satisfied customers share their experiences and the positive impact your products or services have had on their lives, it resonates deeply with your audience. It's a powerful testament to the quality and value you provide. Incorporating customer video testimonials into your marketing strategy not only boosts your credibility but also fosters a sense of community around your brand. So, harness the persuasive force of these testimonials to solidify trust and inspire others to choose your offerings.
19. CREATE A POSTING SCHEDULE
Establish a consistent posting schedule to keep your audience engaged. Regular content keeps your brand fresh in their minds.
Consistency is the glue that binds your video marketing strategy together. By creating and adhering to a well-defined posting schedule, you not only keep your audience engaged but also maintain a steady connection with them.
When viewers know when to expect new content, they're more likely to return for more, forming a loyal and engaged community around your brand. This consistent presence also reinforces your brand's identity, ensuring it remains top-of-mind for your audience.
So, establish a posting schedule that works for you and your audience, and watch as your efforts flourish with regular, engaging content.
20. MEASURE ROI
Ultimately, measure the return on investment (ROI) of your marketing efforts. Determine if your videos are driving the desired results and adjust as needed.
Measuring ROI is like having a compass to navigate the success of your video strategy. It's essential to determine if your videos are not just engaging but also delivering tangible results.
Track metrics like:
leads generated
conversions; and,
revenue attributed to your video efforts
Analyze whether your videos are aligning with your business goals and adjust your strategy accordingly. By continuously assessing ROI, you can optimize your strategy, allocate resources wisely, and ensure that every video you create contributes to your business's growth and success.
So, keep your eye on the numbers, and let ROI guide your path to video marketing excellence.
If all this seems like a lot, you are correct. It IS a lot. We’re here if you decide that the DIY route is not for you for the creation of the videos. We do this every day, so it’s not a lot for us. It’s what we love to do.
We’re always open to a Discovery Call with no obligation on your part.
