Designing the video marketing strategy

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This strategy adds value to a comprehensive content plan.

Some of the tasks we need to carry out, such as defining the buyer persona, are common in the creation of all content.

In the design stage of the video marketing strategy we will follow these steps:

Buyer persona.
Goals.
Budget.
Topics.
Types of video.
Platforms.
Tools.
Plan of action.

Designing the video marketing strategy
1.- Define the buyer persona
Creating the avatar or profile of our ideal client is the starting point in any marketing and/or communication plan, and it is also the starting point in our video marketing strategy.

To generate engagement , we need to know very well who our audiovisual content is aimed at.

2.- Set goals
What do we want to achieve with them?

We could aspire to increase engagement or capture more leads, however, we must set our objectives in a way that is SMART.

This word is an acronym that means (in English):

Specific: in order to meet the stated objectives, they must be specific.
Measurable: We will know whether or not we have met our goals as long as they can be measured.
Achievable: Let's forget about goals that are so ambitious that they can't be achieved.
Brand relevant: Each objective must be aligned with the essence of the company.
Time-bound: Setting a deadline to meet our goals helps us not to procrastinate.
We must set goals that we can meet with the available resources.

3.- Define the available resources
Producing this type of content consumes more resources than creating texts and audios.

Knowing what we have allows us to design a video marketing plan according to our possibilities.

Some resources we will need:

Equipment
With a little ingenuity we can create good video works using what we already have, like the camera on our cell phone.

However, we are going to need some tools, such as a microphone.

Human Resources
Depending on the complexity of the job, we may need other people to assist us.

Money
We can't always do everything ourselves.

Is it necessary to delegate anything?

How much will it cost us?

Time
Production, however simple, takes time.

This factor is very important when planning and creating publication schedul email database marketing swiss es and calendars.

Once this resource count is done, we can make important production decisions.

For example, the type or format that fits our possibilities.

4.- Topics
If we already have a content strategy , we have surely carried out a topic selection process that can be a good guide for choosing the videos we will make.

Some tips to find more possibilities: