Video marketing and strategy agency

First, we’ll look at your objectives. They need to be clear and measurable. What long- and short-term goals do you have?

You might need to generate some leads, attract some talent, create a social buzz or increase customer engagement.

Now, we’ll look at your audience. Your audience could be customers, prospects, competitors, candidates, partners or even robo-advisors. Either way, we’ll need to know where they go to watch videos and how they like to watch them. And what they’re actually interested in.

A video can sit alone and do a decent job. But to give it the best chance, it needs to sit within the wider context. What are your competitors doing? And are there any significant or emerging trends in your industry?

So how do we know if it’s actually working? We’ll need to look at your current metrics and set a benchmark for success. We’ll work with you to analyse your data and pull out the most meaningful KPIs for your brand.

Now the fun part! It’s time to get creative and plan your content across the year. Your video calendar will have a few important pillars like video ads, events, case studies and testimonials. Map those pillars against your buying cycle and you have content with purpose.

Video needs budget. Preferably in advance. That’s where your strategy comes in. You’ll be able to use your strategy to spread the cost over the most important video projects in the year. It’s also a great way to repurpose or reuse content from earlier in the year. We have plenty of experience managing complex projects, with complex resource planning needs.

You’re going to need a lot of resources. People, writers, crew, studio time, travel…it all adds up. Don’t forget to look at your schedule. If you need your CEO on camera, get it in her calendar STAT.

So, you’ve got a great strategy. Now it’s time to integrate it into your wider marketing activity. That includes horizontal integration (e.g. single campaigns that will include social, live video and media relations) and vertical integration (like making sure your LinkedIn videos fit with your other LinkedIn content.)

Remember those KPIs? Now’s their time to shine. Work out how frequently you’ll need to measure your progress, report on your findings and make some improvements

From AB testing to gathering feedback from viewers and analysing comments, shares and engagement, you should be continuously learning from the performance of your video strategy. That way, you just keep getting better.