Article

Mark Woodcock
Mark Woodcock 5 February 2015

Video Marketing Planning Made Easy

Consumers respond and interact with video, but you have to get it right in order to promote your brand effectively.

Video marketing can help you do things other types of marketing can’t. With a good video you can reach and influence your market to tell people about your brand, promote your products and inspire people to take action. The combination of images, sound and an excellent script with a strong message can be a very powerful marketing tool and it doesn’t have to take a lot of work to put together.

It’s all in the Planning

The best videos require strategic planning. They are more than just candid footage and on-the spot scripting. If you want your video to help you solidify your online brand, you need to clearly identify a few key elements.

Your Goal

First, what do you want your video to help you accomplish? A well-designed video can help you do anything from boost site traffic and increase sales to raise brand awareness and build an active social media following.

Write down exactly what you want your video to do so as you move on to each step you can plan appropriately and your end result will be effective.

Your Message

After you identify your goal, you can figure out what you want to tell people. Your message should help you accomplish your goal and should be something clear, succinct and memorable. Stay away from complicated or confusing messages that will get lost in your video. Both your goal and message should support your overall internet marketing strategy.

The Channels of Distribution

You can use your video in all kinds of places, including your website, social media accounts and even ads. But, when you identify your channels now you can make sure it is tailored to those specific needs and audiences.

For example, a YouTube video will be different from a Vine video in terms of length. An ad you run on a social network to attract new customers may be very different from a video you post on the blog your loyal customers frequent.

Know your Audience

Throughout the entire planning and production process, it’s very important to keep your audience in mind. To identify who you should target, ask yourself: who can help me accomplish my goal?

Then, make sure your video’s message, style, tone, editing and mood all match your audience. It should be appealing to the people you are targeting and be capable of moving them to action.

Video Quality and Your Reputation

Just like with any other type of content, your video needs to be of the highest quality. When it is professionally made and well edited and has good sound quality and a great concept, it tells your market that you are a professional organisation that can be trusted. It proves that you are on the cutting edge in your industry.

Great videos will also keep your audience coming back for more. They can help you build a social media following and increase site traffic as people will want to watch your videos because they know they are well made and offer value. They could even go viral, helping you reach a huge audience.

Videos are a great marketing tool that can help you accomplish so much. They also stand out as part of a social media or content marketing plan and can help you set the tone for anything from a brand awareness campaign to a sales push.

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