You can use a video marketing strategy for both paid and organic digital pathways. However, the type of video you create can (and likely should) be different depending on which route you take.
And that's where your strategy starts.
Is your video going to be paid or organic? Because if it's a paid ad, you might want to work with a professional videographer. You can probably stick with your iPhone and a ring light if it's organic.
Now you need to know your audience. Would your ideal customer prefer an iPhone-level quality YouTube video ad over a professional one? Or are you targeting C-Level executives who relish in the finer things in life?
We're just hitting the tip of the iceberg, friend. Let's dive into your next video marketing move.
Importance of Video Marketing
The importance of video marketing can't be understated. Did you know that audiences are 10x more likely to engage with video content?
Or that 53% of consumers want to see video content from brands they support?
The statistics speak for themselves. Even billion-dollar companies like Facebook have recognized the powerhouse that is video marketing.
Why do you think they're pushing Reels so much in 2023?
Pros and Cons of Video Marketing
Of course, with all decisions in life, you have to weigh your pros and cons.
Your video marketing strategy starts and stops with money. And you don't want to waste those precious business profits on video if you don't know what the ROI will be.
Pros:
Viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. (Insivia)
Video content is easy to repurpose across multiple platforms.
Audiences want to see video content from their favorite brands (see the statistics).
87% of video marketers reported that video gives them a positive ROI (Hubspot).
81% of marketers say that video marketing has improved their company's bottom line (Hubspot).
Cons:
It can get expensive.
It's hard work and requires extensive knowledge of editing and filming.
Videos are difficult to make evergreen.
Low-quality video content doesn't get the job done.
Videos can take a long time (sometimes months) to create.
They're less accessible to the hearing and visually impaired.
Your Powerful Video Marketing Strategy
Convinced? We were, too.
Now the trick is creating videos that actually work.
What does your audience want to see, and how do they want to see it?
Once you have a blueprint for creating videos, it will be easier (and cheaper) to make them for your consistent, winning strategy.
Here's how to begin.
Step #1: Write a script
The script lays the foundation for everything that needs to be said and shown in your video. Start with outlining the:
What: What service or product are you wanting to promote for this specific video?
Who: Who are you speaking to in your video? Which audience are you targeting? This can also help you if you need to hire actors. You want to pick your cast to portray the audience you're trying to connect with.
Where: The setting sets the entire tone for your video. Filming against a plain white backdrop tells your audience that your company likes to focus on people. A video starting in a dingy apartment can help convince your audience to come out to your lively restaurant.
Why: Not why are you creating a video— but why should your audience care? This is where hooks, dialogue, and call-to-actions come into your scriptwriting.
Step #2: Hire a videographer and editor
One thing that will deter you from publishing your video (whether for an ad or organic social media) is the desire to "get it right."
And trust us, if you don't know anything about lighting or camera work, your video will never turn out how you envision it.
That's what a videographer is for!
A videographer will likely shoot with multiple advertising platforms in mind. The dimensions of your video ad changes demanding on where you're marketing it.
For example, a video ad on YouTube should be a minimum of 426 x 240, while an Instagram Story aspect ratio should be 9:16. A videographer will know how to film your brand's ad so that you can crop it to fit any platform.
A video edit is necessary to retain your target audience's attention. Things like jump cuts and on-screen graphics help to emphasize the main points of your ad, keep their attention, and they can even help evoke an emotional response (humor, sadness, excitement, etc.).
Step #3: Try Organic, Then Paid
When you have a targeted script and a professional team to back you up, you'll have the confidence to finally post your videos.
However, the best feedback you can get is from your audience. Before putting money behind your video marketing strategy, test it out on free platforms first. That means publishing it on YouTube, using it in Instagram posts, and embedding it on your website.
More importantly, ask your audience what they think.
Take an Instagram Story poll or ask your email subscribers to take a short survey (in exchange for a free gift even).
Once you have real-people feedback, hire an expert to run your official video ads.
Because you don't want to mess up a paid video marketing campaign*.
Were you inspired to create a video for your marketing? We hoped so. Tell us your vision of your company video during your first free consultation.
About High Tide Creative
High Tide Creative is an award-winning agency that provides a full range of digital marketing and advertising solutions that include strategic planning, creative services, brand and logo development, media planning and placement, social media marketing, digital advertising, website development, search engine optimization, video production, public relations and more. Our client list has included: UNC Health Lenoir, Hutchens Law Firm, Equifax, Georgia Pacific, Citi Group, Weyerhaeuser, The Atlanta Hawks, Randstad Staffing, Craven County Tourism, America Knits, Guardian Repellent, and The Shizzle Jerk Marinade.