The Ultimate Video Marketing Guide

What is the point of your video? The video content you create must serve a specific purpose. Be clear on what goals you’re trying to achieve. Our suggestion is to base your goals on the marketing funnel.

Video goals can be:

• Raise awareness

  Video is a great way to generate interest in your brand and grow your audience.
  For this goal, use video to help your audience discover your brand and what it is about, not make sales. By simply including videos in your strategy you can boost your discoverability.

• Encourage consideration

  Video can help your audience to start thinking about your brand over the competition. This video goal helps deepen your relationship with potential customers and create interest. By including a video in your strategy, your audience can watch your video and learn some information about your product or service.

• Increase conversions

  This goal focuses on encouraging your audience to take direct action whether to make a sale or book a service.

Video marketing is about more than the product or service you sell. It is also about who you are marketing it to. The type of person who will get the most out of your business differs for every company, so it’s important to identify this target audience and create content that speaks directly to them.

Analytics:

Using analytics from your website and socials can assist in giving you information about your current audience. Data on your customers from analytics such as age, gender, locations, interests, social channels, and devices can all be extracted from analytics to give you an idea of whom you should be targeting your video to.

Customer personas:

If you’re trying to sell something to everyone, you’ll have difficulty gaining traction with a specific target audience. The more specific your target audience is, the more likely they will buy from you. Creating customer personas is the best approach to understanding the best type of content you should produce. Creating multiple personas will help you focus on segments of your audience. For instance, the style and tone of videos – educational and serious for LinkedIn, whereas funny and engaging would be better suited on TikTok.

We suggest you combine analytics and customer personas to get an accurate understanding of your target audience.

We’ve now listed the benefits, so how do you get started? You can create different types of videos to engage with your audience. Considering what kind of video you will create, consider who you are speaking to and what goals you are trying to achieve.

To take a deeper dive into implementing planning, publishing, and useful KPIs as part of your overall strategy, download our expert video marketing strategy guide below.