Video marketing is a must for marketers who want to sta ahead. The reason is quite simple: video content is quick and easy to consume; it is perfect for relaying the brand message to potential customers.
So, it should not come as a surprise that more than 86% of businesses today use video as a marketing tool. In this fierce, competitive market, it is no longer enough to attract new customers. Marketers such as yourself have to create a strong brand impact, too. Video marketing strategy can help you with both.
In this article, we will dive deep into how to develop a solid video marketing strategy so you can create a stronger brand impact.
Why Use Video Marketing for the Brand Building Process?
As we've mentioned, video content provides marketers with a handy solution for delivering brand messages in an engaging way. In comparison to plain text, visual presentation improves people's ability to retain information.
If you can improve people's retention of your brand message, you're on your way to building stronger brand images. Strong branding will help you succeed in your online marketing endeavors and help you to stand out among your competitors. It showcases to both existing and potential customers who you are and what you stand for.
A deliberate approach to video production can help you here! By using consistent visuals, colors, and tone, you create messaging that makes your brand instantaneously recognizable.
That said, there is one thing you need to bear in mind: just like any other marketing strategy, video marketing needs to be a part of your larger strategy, not an isolated tactic. You can't simply create videos thinking it will help strengthen your brands directly unless you spend extra time and effort on it.
How to Develop Video Marketing Strategy to Strengthen Your Brand
Video marketing can be an ideal tool to strengthen your brand-building efforts. It will be especially useful for brand new companies that are still trying to differentiate themselves from the competition. By creating a powerful video marketing strategy, the audience will easily remember you.
Below are some essential steps to developing a video marketing strategy for boosting your brand.
#1. Identify Your Audience
The first step of building your brand using a video marketing strategy is identifying your audience. You need to understand how to speak their language and elicit the response you need from them. It is crucial to get solid insights into your audiences' demographics, values, interests, and preferences.
Once you know the audiences you are targeting, it would be much easier for you to choose the right content, tone, and style for your videos. You will also learn how and when to use elements like humor, narrative, dialogue, and characters to hook and retain your target audience.
#2. Understand the Stages of the Funnel
There's the thing about video content marketing: you can't use one single video for multiple purposes. You can't use the same video for brand awareness and lead generation.
Well, you don't want to put your videos in front of people who are not yet ready to hear what you have to say, right?
Since your aim is to boost brand awareness for more impactful branding, you’ll have to create video content that will lead your viewers through the stages of awareness. It's always better to create videos that can move them from stage one (awareness) to stage two (interest).
In this case, videos like how-to’s, explainer videos, and behind-the-scenes are powerful ways to attract new potential customers.
#3. Research Competition
Analyze your competitors to understand how they create videos and appeal to their audiences. After understanding how they leverage video marketing strategy, think about how your video marketing strategy is different from theirs.
Remember, your branding videos should focus on that difference and revolve around what makes your product better than your competitors.
Another important element of video marketing strategy is authenticity. Don't try to be someone you are not because you will always lose the battle to brands that genuinely possess the qualities you're trying to mimic. Be real and show who you really are
#4. Tell Stories
No one wants to feel like they are a target of a marketing campaign. . People will only take action when they feel a unique connection with a brand. You can do this by creating stories that are authentic, relatable, and show your brand positioning.
Creating story-driven videos will make your marketing strategy feel less like advertisements while making your messages easier to follow.
Videos with real people, testimonials, and case studies will help you create a connection with your audience on an emotional level. This deepens their trust in you as they believe you understand what they're going through.
#5. Choose the Right Platforms
Effective video marketing strategy is not simply about creating an appealing video and uploading it to the Internet. You also need to find a perfect platform fit that will bring your video the best exposure.
There are a few options here, and you can choose where to focus your efforts. The three most common video-sharing platforms for brand awareness are YouTube, Facebook, and Vimeo. You'll need to analyze what's working in each of them so that you know which one will bring the best results when it comes to promoting your videos.
Regardless of the platform you pick, there will come a time and place when you realize that you have too many videos. Alternative versions for different regions, longer/shorter variations, revisions with up-to-date branding and info. You can't keep track of all of that without specialized tools. You can try, and you might succeed 3 out of 4 times with guessing which video goes where, but is that 25% blunder worth the risk when the first impressions matter extremely so in the current market? If you feel like you cannot keep up with the ever-growing asset library, Digital Asset Management (DAM) solution might be exactly what you're looking for.
DAMs keep track of your assets, so you don't have to. By using tags, version control, and smart search, there is no chance of getting confused or misplacing your videos. Sure, one can cope without DAM and spend extra 30-60 minutes a day organizing and distributing assets across production, marketing, and sales teams. It might not seem as much, but that time does stack up. There are certainly better ways to spend 20 hours a month than by playing a librarian. DAMs let you focus on the things that truly matter ... like creating great videos, for instance!
As you're already here, why not give Pics.io DAM a try? The trial is absolutely free, and it can scale to your needs and wants. Large teams, small teams, simply needing smart storage or a robust workflow aid? We can do either. And more. Start a trial or book a demo with us today.
Today's customers come in touch with numerous brands. Therefore, it becomes important to stand out from the crowd. High-quality video content is a perfect avenue for a stronger brand-building process. Good content will put more new customers into your fold while also driving engagement and conversions.
However, to realize this strategy, you'll need the proper information on creating effective videos. Those five tips mentioned above can help you use video marketing to create a brand your customers will love. And remember that consistency is key when it comes to building an iconic brand, video marketing included. Once you’ve created a brand your customers love, they will look forward to what you will do next— therefore, they are likely to become loyal.
AuthorAndre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). To learn more, connect with Andre on Twitter or LinkedIn.