Wherever video sits in your wider marketing strategy, it needs to be given special attention. A video strategy will require management buy-in, budget and significant marketing resources. But the investment should deliver returns – your videos should generate leads, elevate your brand, create social buzz, attract talent to your organisation and boost customer loyalty. And you should be able to objectively quantify most of the benefits that your corporate video strategy delivers.
As a leading video strategy company, we work with marketers, CEOs, HR teams, sales managers and finance departments to create video marketing strategies that deliver results. From audience analysis to content planning, resource allocation, production, distribution, measurement and optimisation, we will guide you through every step of the process. Our video strategies have doubled landing page conversions, created new lead sources, trended on Twitter, and helped sales teams move prospects down the sales funnel. Keep reading for our video strategy guide, or contact our managing director, Jamie, to get started on your video marketing strategy.
Our approach as a video strategy agency is based on data, not hunches. We work with you to understand your objectives, identify where video fits in your wider content marketing strategy, benchmark metrics, set KPIs and design a creative, long-term plan that you can present to your executive team to get sign-off.
When it comes to implementation, we can assist with all elements, or we can support your in-house video department to deliver against the strategy. Contact us on firstname.lastname@example.org to get started or keep reading for our video strategy guide.
Our video strategy guide
A solid video strategy starts with clear, measurable objectives. These should include long- and short-term goals and they will need to be aligned with the wider business goals. Goals could be around lead gen, talent acquisition, creating online buzz or increasing customer satisfaction.
The audience analysis is an important element of video strategy design. Whether your target audience is customers, prospects, competitors, candidates, partners or even robo-advisors, you need to identify how and where they are likely to consume video content, and what type of content will likely engage them.
If your video strategy is going to have the maximum chance of success, you’ll need to consider the context in which it will be running: that includes looking at competitors (both direct competitors and all the other organisations competing for your audience’s attention), and trends in your industry.
Whether you have access to a data analyst or you’ll be gathering and reporting on your own metrics, it’s essential to set KPIs and benchmark them early in the process. KPIs should be chosen because they illustrate progress towards your wider objectives. And it’s better to focus on a handful of really meaningful KPIs.
Content with a purpose
Once you’ve set your KPIs, it’s time to get creative and plan out your content over the course of the year. Your video content calendar will likely have a few pillars such as video ads, live videos, case studies and testimonials. Map each video to the appropriate stage in the buying cycle. And make sure each piece has a primary purpose.
Whether you are producing your video content in-house, using an agency, or a combination, you’ll need to secure budget in advance. The great thing about building a video strategy rather than focusing on individual projects is that you will be able to benefit from economies of scale, and also identify in advance where content can be reused or repurposed.
Here you’ll consider all the resources required for production, from people to music, sound effects, studio time and travel, for example. You’ll also need to look at schedules – if your CEO needs to present on camera, now’s the time to get that booked in her calendar.
Your video marketing strategy might require individual attention, but it still needs to be integrated with your wider marketing activity. This will include horizontal (e.g. single campaigns that will include social, live video and media relations) and vertical (ensuring your Twitter videos fit with your other content on the platform) integration.
Once you’ve set your KPIs you will know what you need to measure. You’ll now need to think about measurement frequency, reporting on results and making recommendations for improvement.
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 – and improving as a result.
Not only did TopLine do a brilliant job for us, they were a delight to work with. We came to them at short notice with a quick turnaround project and they helped us shape what we needed, made creative suggestions and delivered well produced, informative videos in our time frame. We’re looking forward to working with them on future projects and couldn’t recommend them highly enough.