by Jilayne Lovejoy | Director of Marketing, CLICKON
Are you at the point where it’s time to plan out your video assets but you don’t know where to start? This is a simple guide to organizing your thoughts on paper before you get too far down any particular road. Our team has dialed down our initial video strategy meetings into the approach below and we hope you find it helpful.
Step 1: Identify the problem & define goals
What is the problem or need that you are trying to solve? Are you generally looking for greater brand awareness? Trying to generate stronger sales leads? Promoting a new product? What outcome do you need from your efforts? Carefully answering these questions in detail will make all the difference in forming the best strategy.
Step 2: Who is your audience?
Once you have a solid definition of your problem or need it’s time to zero in on your audience. This may be one large group or smaller, more specific groups that would require you to break things down a little more. For example, let’s pretend that you are selling Central American luxury eco travel itineraries to people in the United States. Perhaps the tone of your video would benefit from different messages for different demographics. People in the Upper Midwest may be looking to escape the harsh winter by relaxing on beaches and taking jungle tours while people from the West Coast may want to hit up the best surf spots and eco farms in the area. Take a moment to reflect on the subgroups within your audience and how you can make them feel even more special through “narrowcasting” video content.
Step 3: Content Type & Style
Looking back at your goal and audience, what type of content will best communicate your message and evoke the reaction you want from viewers? Educational, emotional, practical, entertaining, webinars, how-to’s, thought leadership interviews – or maybe a combination of them all? When determining the ideal length, tone and style of your content, think about the feelings you’re aiming to elicit from the audience. What emotion will get them to act in the way that you would like? Would making them laugh so hard they simply cannot resist sharing the video be best? Or would scare-tactics and shocking information stir them into action?
Step 4: What will the audience gain?
This leads nicely into the next phase: what will viewers gain from watching your content? Nobody wants to watch a video that wastes his or her time. The best videos are those that teach, entertain or motivate. Will your video leave the viewer wishing they had not fallen for your clever headline or will your viewer leave wanting to tell somebody what they learned from it?
Step 5: Brainstorm ways to solve your problem/need individually on each distribution channel
Coming up with a one-size-fits-all approach to distributing your content is never a good way to start. There are so many outlets for getting your message across and each of these channels requires you to tailor your content to suit it. For example, a long form video placed on YouTube is probably not the best thing to put on Facebook. Each of these distribution outlets calls for at least a different format of the greater concept you are working with. So try this: start by creating a specific video concept for each platform you plan on using.
Step 6: Brainstorm a unifying concept to solve the problem & determine the best way to distribute it across all channels
Now it’s time to come up with that sweeping concept. Ok, I know I said to do the opposite, but you’ll see why in a moment. Develop a great overarching theme to your video campaign and decide how to communicate it across channels in a lovely integrated campaign. See now you are doing the exact opposite of step 2: small to big, big to small.
Step 7: Review steps 2 & 3 to determine which approach is best or if you need a combination of the two
Now that you have approached your problem or need from both angles, you can better determine the appropriate strategy to zero in on a final campaign. Maybe it is one or the other, or maybe it’s a combination of the two. You will not know until you answer all the hard questions. The best thing about doing this small to big, big to small exercise is that the process will open you up to a plethora of insights, inspirations and modes of communication. Sounds much better than trying to force the same video down the collective throats of different platforms, doesn’t it?
Step 8: Integration
Once you have your ideal video content listed out for each channel, it’s time to think about how it will tie into your other assets like print, TV, blog, email, contests, etc. How will you not only keep all messaging and visuals consistent, but also leverage each channel to work together with the others?
Step 9: Measurement
Before going a step further, it’s important to determine how you will define success and learn from the campaign. Are you more concerned with sales conversions or with brand awareness? Define your main KPIs and develop tracking tools that will be ready to go come launch.
Step 10: Execute
Now that you have planned out your ideal strategy, it’s time to talk logistics. During this phase, lay out the budget, team and resources needed to execute your video campaign. Will your in-house team create the content or will you outsource? How will you support the content once it is pushed out across all channels? What portion of the budget will be dedicated to this?
Step 11: What’s next for your audience?
How will viewers continue on in your branded journey after watching your content? Using clear calls-to-action, social links and messaging, your viewer will be able to act on the emotion you’ve successfully ignited in them. Once you have your basic video strategy in place, it’s essential to finish it off with a clear funnel for your viewer to follow. What do you want them to do next? When they are finished watching a full length video on YouTube, where do you want them to go? When they see a 5 second clip on Instagram, what do you want them to do next? For each channel, be sure to close things off with a clear pathway forward for your viewer.
I hope these 11 steps to forming a video campaign point you in the right direction. If you have further questions or thoughts on this post, feel free to reach out.