More than 71% of B2B marketers currently include videos in their marketing mix. For organizations looking for ways to elevate their content marketing, videos can be a great addition. Whether video marketing is something you have mastered or are just beginning to explore, these tips can help with planning, strategy and topic formation.
Video Marketing Strategy
Know Your Audience
Use buyer personas to gain more insight and understanding into what types of videos your audience would want to consume. The demographic, behavioral and psychographic characteristics, along with insights about the pain points and goals of your buyer personas are particularly instructive as to what types of videos and topical focuses make the most sense.
Establish a Plan
It is difficult to create videos without a detailed plan. Start with a video brief that articulates the target audience, call(s) to action, distribution channels, hosting source, estimated/desired length, voice and style considerations and any special resources required. Then, use this information to construct a timeline that includes pre-production (e.g., script writing), production (e.g., actual filming) and post-production (e.g., editing and publishing) elements.
Data and Analytics
Once videos are published, it’s important to understand how well they are performing. While there is a variety of data that you can compile, here are some of the most important metrics for videos.
- Views. The number of video views signals how many people a…