Developing Your Video Marketing Strategy

As video marketing for the web becomes a more vital part of advertising every day, companies need to start developing their video marketing strategies. Here are some helpful tips on what you will need to do to develop a stellar video marketing strategy for your company.

Establish campaigns and set defined goals:

You should come up with a campaign based on what it is that you wish to accomplish through your videos. If you want to sell a certain product, your campaign should target the different parts of your audience in a way that they are likely to respond to. Sometimes, if your product is meant for more than a single demographic, you may have to come up with multiple marketing videos, each directed towards a specific subset of your audience. .

You also need to have well-defined goals for each of your campaigns. The campaign goals for specific videos will depend on whether they are meant for lead generation, branding purposes, to publicize upcoming sales, or for other functions. The idea is that you aren’t just churning out videos and putting them up online. For each video you make, there is a specific message you want to deliver to specific viewers, at a specific time, in order to get them to take specific actions. Your campaign strategy should include a well-spaced timeline for the release of the videos.

“Vibrant was quick, flexible, and willing to work in a fast-paced environment. We first started working with them in Orlando at a conference and have now flown them all over the world to capture video content in Germany, Austin, Las Vegas, and California.

As a CMO who’s been doing marketing for over 20 years, I’ve never found a better group to work with. I highly recommend VMP!”

Video Testimonial Interview from Jed

Jed AyersCMO of IGEL Technology – IGEL Technology

“I first found Vibrant merely by a search on Google as we were struggling to find a consistent, talented, and professional video company to go hand in hand with. We were blown away with how all their hard work has turned out.

I have never seen a production company turn consistently amazing work around as fast as they do. Work with Vibrant and you won’t be disappointed!”

Behind the Scenes Video from ABC Companies Commercial Shoot

Maria IorioMarketing Director – ABC Companies

“We’ve hired Vibrant and re-hired and re-hired them again – because they’re unbelievably good at capturing the true vibe of our events, connecting with our clients, and finishing ahead of schedule and on budget.

We’ve flown them to our events around the country rather than find a local team. We’ll never use anyone else.”

Video Testimonial Interview from Rob

Rob BookerEvent Organizer & World-Renowned Currency – Rob Booker LIVE

“Professional, fast, high quality, and flexible would best describe Vibrant Media’s work. Whether a large project or a small one, they throw the maximum amount of effort into it and produce the best high quality content.

I would recommend this production studio to anyone for projects great or small.”

Mary MadingProject Manager – Mitsubishi Hitachi Power Systems

“From the very first conversation with Alex all the way through the final editing process, our firm has been nothing but impressed with Vibrant Media Productions and their commitment to excellence.

Their team demonstrated total professionalism, attention to detail and gave great input during the filming process. They were great about asking clarifying questions of the interviewees, giving us great soundbites to use in our promotional materials. The end product was exactly what we wanted. We look forward to our next opportunity to work with VMP and have already referred them to several colleagues.”

Vincent E. BonazzoliPrincipal – Family Estate Planning Law Group

“I worked with Vibrant Media Productions in recently and I have to say, not only did they meet my expectations, they truly exceeded them. The principals are professionals, easy to work with and talk to…and are highly creative in their suggestions to their clients. I’ve worked with many companies that offer the same services as VMP, but never a company that was as thorough, detail oriented and timely as they were.

Thanks so much for helping to make our event a success! The footage is amazing! Above and beyond service.”

Amber JenkinsPartner & Executive Producer – Snap Productions

“My team loved working with VMP’s team at our event (Playlist LIVE). Very professional, high quality work and flexible with last minute changes in our event. We highly recommend working with them on your next project and we will use them again in the future.”

Jeremy CabalonaCreator Development Strategist at Twitter – Twitter, Inc.

“I was extremely impressed from the very start with this team! I found them to be flexible, creative and willing to go the extra mile to make sure everything is as promised. They definitely exceeded our expectations.”

Monica PepicelliSenior Marketing Director – Blue Prism, Ltd.

“VMP has done amazing work for Festivals of Speed! They always capture all of the best aspects and key moments at our events. Their entire staff are very easy to work with and the quality of the content they produce sets them far apart from any company we have ever worked with in the media production industry.”

Joe SabatiniOwner – Festivals of Speed (Luxury Motorsports and Lifestyle)

Be smart about placements:

Along with establishing campaigns, a good video marketing strategy takes into consideration different channels and placement opportunities. Videos should be optimized based on their placement because viewers on different platforms tend to have different video watching habits. As part of your strategy, try to place videos on as many platforms as possible in order to maximize your audience, but even if you are working with the same raw footage, make sure that your production team comes up with multiple final cuts, each tailored for a specific platform.

Test what works for the brand:

Just like any other good marketing strategy, testing is a vital part of a good video marketing strategy. Before placing your videos on various platforms, show them to focus groups to try and project how well they are likely to be received. You can use the reactions of the focus groups to improve the videos before you post them. After uploading your videos, make sure that you track the statistics to find out how well they are being received, how effective they are as marketing tools, whether or not they are driving sales and conversions, and what lessons you can learn from them in order to improve your subsequent videos. If some videos don’t seem to resonate with the audience, find out what it is about them that doesn’t work, and try to avoid repeating the same mistakes.

If you are placing your video on social media platforms such as Facebook, Twitter or Instagram, you need to make it short, funny, and very captivating. You need to use simple language, deliver your message in the fewest words possible, use a bit of showmanship, and utilize flashy graphics. The videos that you place on your own website could be longer and more descriptive because the people who visit your website definitely want to know more about your brand and products. As for videos that you place on YouTube, remember that they must include a call to action, and when you upload them, ensure that you add backlinks to your website or product page in the video description.

Stay consistent with your brand:

Videos should help support the company’s brand and messaging. That means that they should always be in line with what the brand represents, and they shouldn’t deviate from the values that your brand has worked hard to identify itself with. If you have a recognizable logo, make sure to feature it prominently in your video. If you have a brand mascot, you can make it part of your videos (a good example is the Geico gecko). You can also use these videos to further popularize your brand by weaving a recurring theme into them.

The videos should be consistent and match other marketing efforts that you are running simultaneously to them. If the videos are part of a larger marketing campaign that you are running across multiple media platforms, make sure that they match the other aspects of the campaign. For instance, if you have posters, banner ads, billboards etc. you should have them all convey the same message as the video, and that they have the same theme. In the human mind, that kind of consistency serves to reinforce the message that you are trying to convey about your brand.

Video Marketing – Sample Video

Orlando Video Production Company, Vibrant Media Productions specializes in producing ultra-high quality branded content that are concise and have high-sharability on any platform. Contact us today for more information on how you can get your video marketing strategy started!