Every successful marketing campaign begins with a great idea, and video marketing is no exception. Be sure to take the time to develop your idea(s) that speak directly to your target audience. As you're crafting your idea, ask yourself:
- Is my information relevant?
- Is my information informative?
- Is my information timely?
- Is my content unique?
- Where will my content be viewed?
- What is my "call-to-action"?
By taking the time to explore these questions, you'll begin to formulate effective ideas that speak to your audience.
2. Video Content Production:
Once you've crafted your million-dollar idea, it's time for Production. This is the physical process of creating your videos. Ideally, you'll want to Produce (film) as many videos as possible in a short amount of time. Depending on the complexity of your video, you should aim to film 2 (maybe 3) videos per day.
Not only does this strategy help you produce a lot of content quickly, it can also save on production costs. Filming 10 videos over a 5 day period is certainly cheaper than filming 10 videos over a 10 day period.
3. Video Distribution:
After you've created your wonderfully, amazing, out-of-this-world videos, it's time to engage in some deep analysis and analytics of your target audience. Fear not, you've already started this process in step 1: Ideation.
So, how will your viewers consume your content? Will they view your content on your website? What about YouTube? Maybe Facebook? How about Instagram? Perhaps it's a combination. Regardless, really drill down to determine the most effective platforms for disseminating your content.
Now that you've determined where your content will be viewed, it's time to understand when it will be viewed. Is your audience a morning crowd or night owls? Don't know? Check your platforms analytics to see when your audience is engaging with your content. There's a treasure trove of information hiding in those analytics!
After deciding where and when your videos will be viewed, it's time to schedule their release. You could dump all of them online at once, but that isn't the most effective strategy. You may have heard the phrase, "It takes 7 touches to make a sale". (No? Well, you just did!) The phrase is absolutely true, and by scheduling your videos for a timed release, you're able to "touch" potential customers again-and-again. (I should also note that there are some great tools like HootSuite that can make the scheduling process a lot easier.)
Personally, I like to advise my clients to schedule their videos for a weekly release. For example, every Tuesday at 2:00 P.M. Of course your schedule will vary according to your specific audience.
Facebook, YouTube, and most social media platforms allow you to pre-schedule your posts in advance. This allows you to schedule your posts, and set it to auto-pilot. Once scheduled, your posts will be pushed out on a regular basis and will be touching potential customers according to your schedule. Magic!
Ryan - Producer | Director @ AVA