How to Create a Video Marketing Strategy
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How to Create a Video Marketing Strategy


– Alright, in this next lesson we’re gonna be talking
about content strategy, which I know sounds boring, but we’re gonna try to
make it as interesting as possible because it’s so important. In this lesson I’ll show you an easy way to organize your videos to identify your most successful ones, spot some content gaps and
prioritize video production. If you’re working on a YouTube audit, this lesson will help you understand the categories on your audit worksheet. So let’s jump in. A quick note on success metrics, we could look at everything
at any time period with YouTube and Google Analytics, but the things I’m
always keeping my eye on, views and watch time of course, so I don’t even call that
out later in the lesson. But the other big ones I look at, especially to see how
something is performing. Engagement is any viewer taking an action with liking or commenting
or sharing the video. Subscribers are people that
are willing to come back and watch more of my content. Clicks are any of your
cards or end screens that you place in your videos that take you to either other
content or to your website. Conversions, that can be emails signups, product purchase,
visiting a specific page, it’s up to you. So depending on where my
content falls in my strategy, I’ll look at one of these metrics more so than perhaps other videos. That being said, as a
business any video you create should serve one of two purposes, I think, growing an audience or
driving a conversion. If you’re just getting started, I urge you to put audience growth first and not just for alphabetical reasons. But audience comes back to watch
and engage with your videos for free technically. Plus when we cover
advanced video advertising, you’ll find it’s much easier
to clone an engaged audience you already have growing. The audience pyramid is
broken into three sections I call push, pull, and pop content. I recommend brands start
with a strong foundation of pull content, that’s your evergreen,
educational content, that pulls viewers in through a search. Remember, YouTube is the
second largest search engine after Google. And these videos act to build trust, show your expertise, and
grow your subscriber base on the platform. Push videos are your
regularly scheduled videos, to keep subscribers engaged or to get feedback from your audience. This could be an ongoing series or a live video on YouTube and
Facebook work well here too. Pop videos are your ads and brand videos that you want to make a big splash with. They generally have higher production and promotion budgets, but you don’t need a lot. Another easy way to remember this is acting as an advertiser, an
entertainer, and an educator. If you’re just getting started
and have a tight budget, I would focus all my
attention on the education and advertiser content, and get to the
entertainment content later. It looks a little silly, but it works. Next to that is our sales funnel. They generally have three tiers, and everyone calls them
something different. At the top of the funnel
is your awareness content. The video that works best
are our brand videos, your ad videos, and
your education content, that was also helping build your audience. Middle of the funnel gets
into that consideration phase. And here you see videos
like product videos, series videos, live videos, and demos really perform well. And lastly at the bottom of the funnel are your videos right
before the conversion point. So these could be brand videos or these could be testimonials
or customer stories to help back up and show
that they should go ahead and make that conversion. You want to make sure that
you have enough content to fill these areas of your strategy. You can see that some of these videos do double duty and help build an audience while helping move customers
along the sales funnel. Those are your brand
videos, ads, ongoing series, live videos. So if you have a limited budget, these are great places to start. As part of this lesson, there is the content strategy keynote within the video marketing toolbox that you can grab as well, so that you can actually
plot out the videos that you have created or
that you want to create on this audience building
and sales funnel outline. A great brand example would
be from Dollar Shave Club. The video’s title Our
Blades are F’ing Great, and it does a great job of
being this sort of pop content at the top of their
audience building pyramid. This video made a huge splash, so it does double duty as
your top of the funnel video. And it did great at converting because it has a very
simple call to action of visiting the website
which enough people did, I believe to break the site
shortly after the launch of this video. So using this guideline and template, you can put together your current videos to spot any gaps of content. You may be missing a lot of
content in that education or in that pull content category, I find it’s usually missed out a lot on. You also might not have
things for the middle of your sales funnel. You might be missing product videos, or there could be better ways
to incorporate your products into a series, which is another example that I’ll show at least in this video, is of Will it Blend? They were just product
demonstration videos done as an ongoing series because of what they
were actually blending. It’s just pretty brilliant. So also as part of the
video marketing toolbox I’ve included a video ideas pdf that shows all these video
ideas and some of these examples that you can pull from and sort of what areas of
the audience building pyramid and sales funnel that they populate. So that way you can choose a couple that you want to create or go after and see how that impacts your sales funnel and know how to measure and
best optimize that video. I went ahead and opened up a discussion underneath this lesson so
if you have any questions about the content around
building an audience or driving conversion and how my pyramid funnel system works, please leave them in the discussion box, and I’ll be there to
help make sense of it.

About Ralph Robinson

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4 thoughts on “How to Create a Video Marketing Strategy

  1. Just stumbled across this channel and am blown away. I own a small video production company. There's a lot to digest — where do you recommend I begin? Thanks!

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