Video planning 101 and video promotion sites
Many times clients tell me to create “the greatest video”, which goes viral, which is good for everything kind of advertisement. Unfortunately, the story is not as easy as it seems. A video can go viral accidentally, but in most of the cases, it needs a strong marketing strategy. In this video planning template, I would like to focus on the mechanism of a great performing video strategy. It all begins with the end in mind.
Before you start planning a video you need to know what you want to achieve. This is the first step to creating a visual material that actually drives results. Discuss the vision with your team and identify your content marketing goal. Want to build brand awareness, drive leads, or increase user engagement?
One video should focus on one stage of the customer’s journey only. An awareness campaign should have a video specialized for brand awareness, while an acquisition campaign should drive visitors to the landing page.
After setting up your goal you should get to know your audience. Research the niche you want to target based on your goals. Find out what they like, how they behave, what they share, and when on social sites and across the web.
Establish a persona based on the collected information and your imagination about your perfect customer.
Know how to measure your success! That’s why you need to define KPIs. Make sure that you choose the metrics that best align with your marketing and business goals.
If you not just want to show your video to your audience, but you want it to convert as well, your video should have a clear CTA. It is the short, clear message which encourages people to take action after watching your masterpiece.
Based on your niche and established strategy, create a targeted message for your audience. Write a script and include every small detail, including visuals and audio moods. At Intellyo we usually write user stories for our videos too. User stories are known from agile software development. They are informal, natural language descriptions of one or more aspects of a video and are often written from the perspective of an end viewer or customer.
Produce the video based on your script after you are ready with the video planning. You can do your own videos for smaller purposes in-house, but for large campaigns with huge budgets, a specialized production company should be hired. Make sure to add emotion with visuals and audio.
It is advised to test the video before allocating more energy and money towards the promotion:
Ask your surroundings. Approach your colleagues, friends, family and, followers to watch your video with fresh eyes. Don’t influence them by telling anything about it before the first impression.
Run paid A/B tests. Advertise your video on Facebook and YouTube to a very narrow niche with a very small budget to test how they react to it. You can get info about the CTR, CPC and your niche, which will be useful for further promotion.
Collect the data and feedbacks. Understand the information you get from the metrics then refine and improve your production.
After you are ready with your video planning and creation, you should choose from the video distribution platforms based on your goals and where your audience hangs out. Find a core platform like YouTube, and upload all of your videos to the same place. Don’t forget to optimize for search! Run a keyword or hashtag research and add your title, tags, and descriptions!
For more professional distribution, Vimeo can be a good solution. The compression is much better than YouTube, and you have the option to use customized embedded code as well.
Video planning and promotion goes hand in hand. Paid promotion gives a quick burst to your production while organic promotion builds an audience slower but more honestly in the background. You should use both ways to achieve great success.
Organic promotion methods:
There are tons of “growth hacks” you can use to push your videos to the public. There are some basic ones that can help to kick-start your video promotion:
- Embed your video to your homepage or your landing page. Based on its purpose, it should have an important role.
- Post to social groups. Find groups on Facebook, LinkedIn, and other social sites. Make a database of them and post your video to relevant discussions.
- Aks friends to share. New social algorithms watch the engagement of a post. Ask your colleagues, family, and friends to help share the production, while increasing engagement. A great video can spread itself, just give it some time.
- Upload video directly to social sites. Upload your video directly to Facebook, LinkedIn, Twitter, Instagram, etc. The chance to reach more people is higher if you use their own platform and not a link.
- Send the video out in an email newsletter. Attach your video and highlight it in your newsletter.
- Create a blog post and optimize it for search. While the content itself of the video cannot be optimized for search, you can create a blog post on your website about your video. Run a keyword search and pick relevant keywords with higher search volume and lower competition, then optimize the post.
- Share your video on relevant forums. Find forums in your niche, look for relevant topics and questions then help people by using your video in your answer. You can upload videos to Medium too!
- Cooperate with blogs and influencers. Find relevant blogs and influencers. Ask them if they could share your video. Maybe they can write a post about it. Offer services for exchange. There is a higher chance of success if you target many smaller, less known blogs or influencers.
Paid promotion methods:
Here are the main paid video promotion sites you can use to fuel your marketing strategy:
- Google and YouTube advertising. YouTube offers great targeting solutions for advertising and the second largest search network in the world. You can use Google’s Display Network for awareness and acquisition campaigns too.
- Facebook and Instagram advertising. Facebook and Instagram go hand in hand. You need to set it up once and you can reach your niche on both networks.
- Other social ads. There are great advertising options on Twitter and LinkedIn, too. For B2B and professional audiences they are perfect choices.
- Advertise with blogs and influencers. Find well-known blogs and influencers in your niche and ask for a great deal. This option can be costly but can be really effective while boosting word-of-mouth. You can implement the potential influencers and media into your strategy during the video planning.
Use UTM tags for your links with proper tagging to be able to monitor everything in your Google Analytics account. Try out a link-shortener service like Bitly, to create a nicer short link for your promotion. Finally, test and learn from the results based on the established KPIs and use the learnt information to create better and better videos.