What's the key to a successful video marketing campaign?

1 Know your goals

Before you start shooting, you need to have a clear idea of what you want to achieve with your video marketing campaign. Do you want to raise awareness, educate, entertain, or persuade your viewers? How will you measure your success? What are the key performance indicators (KPIs) that matter to you? Having specific, measurable, achievable, relevant, and time-bound (SMART) goals will help you focus your strategy and align your video content with your overall marketing objectives.

2 Know your audience

Another essential step in planning your video marketing campaign is to understand who you are targeting and what they care about. You need to create a detailed buyer persona that describes your ideal customer's demographics, psychographics, pain points, and preferences. This will help you craft a compelling message and a tone of voice that resonates with your audience and motivates them to take action. You also need to research where your audience hangs out online, what types of videos they watch, and how they interact with them. This will help you choose the right platforms, formats, and distribution channels for your video content.

3 Know your story

Once you have your goals and your audience in mind, you need to think about the story you want to tell with your video content. A good story is not only informative, but also emotional, engaging, and memorable. It should have a clear structure, a hook, a conflict, and a resolution. It should also have a clear purpose, a value proposition, and a call to action. You can use different storytelling techniques, such as storytelling arcs, hero's journeys, or case studies, depending on your goals and your audience. The key is to make your story relevant, relatable, and authentic.

4 Know your production

After you have your story, you need to turn it into a video. This involves several steps, such as scripting, storyboarding, filming, editing, and adding graphics, music, and voice-overs. You need to pay attention to the quality, style, and length of your video, as well as the technical aspects, such as lighting, sound, and resolution. You don't need a huge budget or a professional crew to produce a great video, but you do need some basic equipment, skills, and software. You can also outsource some or all of the production process to experts or agencies if you need help or guidance.

5 Know your promotion

The final step in your video marketing campaign is to get your video in front of your audience and drive traffic, engagement, and conversions. You need to optimize your video for search engines, social media, and other platforms, using keywords, tags, titles, descriptions, thumbnails, and captions. You also need to promote your video through email marketing, paid advertising, influencer marketing, or other channels, depending on your goals and your audience. You also need to monitor and analyze your video performance, using tools such as Google Analytics, YouTube Analytics, or Facebook Insights. This will help you track your KPIs, identify what works and what doesn't, and optimize your video marketing campaign accordingly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?