How to Create a Successful Video Marketing Campaign

Video content has taken over the internet. From cats falling out of boxes to feel-good videos about solar farms, audiences are demanding more video. This demand has trickled down into brand development as well.

If people look for video in the marketing efforts of companies they engage with, then why is it still considered a luxury for content creators? Why are many businesses nervous about seriously investing in video marketing?

Once you realize how effective video marketing can be and how easy it is to create and promote, your company can join the millions of other businesses connecting with customers through online video content.

Why Should You Invest in Video Marketing?

Image via Flickr by jsawkins

While most teams have the bandwidth and resources to test blog content, they may feel as though video content is a greater investment than they can handle. This feeling makes them uncertain about spending the money in case video doesn’t produce results. However, recent statistics prove that video marketing is a less risky investment than many people may think.

One of the main reasons to create video content is that audiences are demanding it. According to data shared by WordStream, 45 percent of people watch more than an hour of Facebook or YouTube videos each week. This content adds up, as more video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.

Additionally, many marketers have already tried this form of content engagement with their audiences already. Almost 90 percent of online marketers use video content, and 51 percent of marketers say video has the best ROI for their brands.

This data crosses channels between B2B and B2C brands. Executives and decision makers within companies are interested in consuming video content over blogs and traditional text-based content. If you think video content isn’t right for your B2B brand, think again.

How to Develop Successful Video Content Ideas

The first step to selling your team on video content is the idea creation. Once ideas start flowing for what you can record and share, you can get teams on board more easily and find buy-in to launch your strategy.

Juste Semetaite at Business2Community curated a list of 25 great video content ideas for your company. These topics range from introducing your team through department overviews to creating industry interviews with thought leaders in your niche.

You can either create the video with a traditional camera and then edit it, or create graphic video content to visualize complex ideas or map out data. Scrolling through this list can give you an idea of what type of content you can create with video.

Once you have an idea of what you want to create, you need to develop a realistic publishing schedule. You may not have the bandwidth to share a new video each week. Consider creating a video content calendar for each newly published video or series. For example:

  •  If you interview 10 influencers at a conference, you can share a new interview every other day for almost five months.
  •  If you spend a day filming your team and introducing your departments, you can share a video monthly with a focus on those employees.
  •  If you visualize data, you will want to promote the video multiple times before you attend other conferences to drum up interest in your presentations.

These three ideas alone are enough to keep any marketing team busy creating, editing, and promoting video content.

What You Need to Create High-Quality Video Content

One of the most intimidating parts of creating a video marketing campaign is the actual footage gathering. Many marketers don’t have film backgrounds and worry about looking unprofessional. However, more video marketing content than ever is created via smartphone and shared on social media — unedited — in a matter of minutes.

Even if you use smartphone footage to start with, you can still edit it to be something amazing. Below are a few tips to give your video marketing campaign a greater chance of success.

  •  Your best tools aren’t always the most expensive tools. Investing in a tripod to hold your smartphone steady still looks better than a shaking, handheld video camera.
  •  Look for free trials of video software when editing. By testing different options, you can find an editing tool that meets your needs to create professional-looking video content.
  •  Make your video mobile-friendly. This capability will allow you to more easily share it on social media and prevent high bounce rates from viewers who can’t load it.
  •  Add subtitles to your video. More than 80 percent of Facebook videos are watched without sound, so adding subtitles can make people stick around. In fact, adding captions can increase your average video view time by 12 percent.
  •  Know when you should outsource video content. Whether this outsourcing involves hiring a design agency to create a graphic video or contracting videographers to take footage at a conference, sometimes the added costs of hiring experts are worth it for a clean, professional look.

Not every video will require extensive editing and a professional camera crew. While you may want those elements for an important interview, some videos will simply require a balanced hand and a few takes to get the wording right.

How to Promote Your Video Content Effectively

Naturally, the video ideation and creation are only the first parts of the marketing process. The next step is promotion. Within your editorial calendar, make sure you have a promotion strategy for your video. For example, you may share the same video a few times over the course of a week or month to generate views and get audiences excited. Not only does this scheduling fill up your content calendar, but it also makes your video efforts more effective.

Additionally, you may want to budget for certain paid promotions for certain content pieces. By boosting videos on Facebook and Twitter, you can reach new audiences who may not have known about your brand. These promotions are ideal for top-funnel video content to attract buyers to the awareness part of your sales process.

By testing different video types and formats, you can see what works for your audience. Over time, your video marketing efforts are likely to look more professional and generate better results as you apply what you learn from past mistakes.

About the author

Amanda Dodge