Here are 10 steps for having a successful video marketing campaign. How do you know if a campaign is successful? You need to be able to calculate your return on investment (R.O.I.) and gather analytic data. The ten steps below go into detail on how you should create a successful video marketing campaign from start to finish.
Step 1: Decide what your end goal is. Create Video With End Goal in Mind. What is this video supposed to do for your brand? Are you looking to acquire new leads? Find new employees? Or sell more products? There could be many other goals that a new video can help you achieve. Create a marketing strategy prior to creating content. How will this video be distributed? Once you have end goals and a clear path decided upon, you are ready to start thinking about your budget.
Step 2: Create a budget and estimate how budget will be divided. Before you jump in to creating a new video, you need to make sure you have a budget and you know where each piece of that budget is being spent. There are many pieces to consider when dividing a budget. You need to make sure you have money for gear, a videographer, an audio professional, an editor, talent, location, makeup, and other possible expenses. Some people claim to be able to do it all at a low price, which may be your only option due to a small budget. Just make sure that you have seen some of this person’s work and they can back up that they did everything they are doing for you on those past projects.
Step 3: Storyboard your idea with budget in mind or hire assistance. Do you have the creative capabilities to write a script or create a storyboard? You may want to hire some assistance at this point in your project because this will determine the success of your campaign. Hiring a comedian or writer can really pay off at the end when you are watching the final cut of your video. Make sure you write something that is possible to produce within your budget. Your brand is being represented by this video, and you do not want it to be obvious that your budget restrictions caused a video to look off or sound bad.
Step 4: Hire crew, rent gear, or an agency to assist in producing your video. Now that you have your script or storyboard created and your budget calculated properly, you are ready to decide where to spend your money. Do you hire an agency to handle to technical aspects of the production? Or are you trying to do it yourself? If you are choosing to do it yourself, make sure that you have the technical capabilities to make your vision come to life in a quality manner. Do your research and don’t ask questions. We here at Barking Fish are always willing to answer any questions you might have.
Step 5: Editing (post-production) revisions completed within budget. Was your vision brought to life? After the shoot is over, you are ready to hit the editing room. Are you editing this yourself, or hiring a professional editor? If you are doing it yourself, make sure that the time you spend working on it doesn’t cost you more than hiring a professional who may be able to get the job done very quickly for less overall expense. Revisions are almost always necessary, but make sure that you are communicating clearly with your editor to minimize multiple rounds of revisions.
Step 6: Make sure analytics are enabled on distribution platforms. Have you connected your YouTube account to Google Analytics so that you can get in depth data on your audience’s behavior? Or are you hosting this video exclusively on your own website? There are video players available that will give you analytics on how your audience interacts with your videos that exist only on your own website. These will likely cost money, so make sure you have budgeted for this step as well. This data is very valuable for calculating R.O.I. (Return on Investment) and for improving future videos.
Step 7: Begin distribution and advertising strategy. Post the new video on all of the platforms that you plan to use in your original marketing plan. You may be posting this video on Facebook, YouTube, Vimeo, and other channels. Advertising the video may help you reach your marketing goals faster. Make sure you are prepared to spend time and money on proper distribution and always track the progress.
Step 8: Track user behavior, audience reach, and conversion rate. Tracking progress and results not only allows you to optimize a campaign while it happens, but it also allows you to avoid mistakes on future campaigns. Every time you start and finish a campaign, you have gathered more data and learned new ways to raise your conversion rate. You will get better at this over time. Don’t expect to hit a home run every time, especially on your first video marketing campaign. Videos can be very short. Some social media channels encourage shorter advertisements. Shoot multiple versions the day of shooting so that you can edit different videos and A/B test them against each other while you advertise.
Step 9: Adjust website, landing pages, calls to action, and other parts of your marketing campaign based on data. Make sure that you are doing A/B testing to see if certain landing pages are converting more often than others. Try different wording on your CTA (Call to action) buttons or even different placement on the landing page. There are many things outside of the video that can have a huge impact on the success of your campaign. Make sure you are focusing on every element that has a impact on your end goal.
Step 10: Create more content after learning from past mistakes. The more you know when you get started, the less learning you will need to have during your first campaigns. This is why having an education before you get started can save you lots of money. This is also why hiring an video production company, such as Barking Fish, can help you learn what is right or wrong on your first project. The return on investment of hiring help may be worth the education when you are first getting started. Make sure you have calculated this in your original budgeting. Make sure you are calculating your time in dollars as well as the physical money spent.
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