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Starting with strategy: Why you need a plan for video marketing

Starting with strategy: Why you need a plan for video marketing

Effective video starts with a plan

It may be tempting to just create some video, throw it up on YouTube and wait for the people to come, but the reality is there are thousands of videos competing for views.

Every business owner has heard the phrase “Say yes, then figure out the how”.  While you can have success with that approach for basic business transactions, when it comes to video, you need to have a clear plan. You can’t just wing it when it comes to video content.

Planning extends beyond the scripts, the shoot location and what you’re going to wear. You need to build a strategy and determine ahead of time what you want the video to do.

Do you want to build brand awareness?

Do you want to establish yourself as an expert in your field?

Do you want to capture email addresses? Fill seats at an event? Generate sales?

Answering these questions will help determine what kind of video you should create. Sales videos are very different from videos that introduce viewers to your product or service. The messaging will have to target your market exactly where they are in the customer lifecycle.

If you are building awareness, consider testimonial videos.

If you are an expert, teach the viewer something.

If you are holding a ticketed event, introduce your speakers using video.

Before you hit record, decide what you need video to do for you and build your strategy around your answer to that question.

Not sure what your video plan should look like? Book a free 30-minute discovery call and let’s start the conversation.