You probably hear it all the time. “Marketing videos are one of the best types of content you can produce!” 

Really? I post videos all the time. The results aren’t that great.

If you have ever felt that way, you’re not alone.

As the founder of a healthcare video production company, I run into this all the time, and it’s not just anecdotal.

The Content Marketing Institute tells us only 7% of marketers believe they’re getting the most out of their videos.

Only 7%!

Well, there’s a good reason for that. Many communicators think that video is a good strategy for them to get their message across, but they’re missing something.

Video is a communications tactic, not a strategy.

Sure, video can and should be a part of your greater communications strategy, but it actually needs its own strategy to be successful. If you do that, you’ll start getting the most out of your videos in 2024.

Let me break it down for you.

Building a Better Marketing Video Strategy

The first thing you need to do is answer five questions. Nothing complicated here. I’ll bet these are questions you ask at the start of most PR and/or marketing campaigns. I’m asking that you do the same at the start of every video project.

Who Is Your Audience?

Understanding your audience is crucial. This goes beyond demographic data. It’s about understanding their interests, concerns, and preferences. For example, a video targeting Gen-Z consumers would differ significantly from one aimed at corporate executives. 

Tailoring your content to resonate with your audience’s specific needs and expectations ensures that your message is heard, felt, and remembered. 

Failing to answer this question is one of the biggest reasons a video underperforms.

Where Will They Watch?

The viewing platform plays an important role in shaping the video’s format, length, and style. For instance:

  • Social Media: Platforms like Instagram or Twitter (X) favor concise, attention-grabbing content. A one-minute video might be ideal here, designed to engage users quickly as they scroll through their feeds.
  • Company Websites: Here, you have the viewer’s undivided attention. They’ve sought you out, so you can afford to delve deeper into your message with a two- or three-minute video. This is your chance to tell a more comprehensive story or provide detailed information.

What’s Your Goal?

Identifying the objective of your video is super important. It could range from increasing brand awareness to driving sales or educating your audience about a new product. This goal not only influences the content but also how you measure success. For example, if the aim is to boost sales, track how the video influences purchase decisions. If it’s about employee engagement, measure how it affects participation in company initiatives. Clear goals help in creating focused content and measuring its effectiveness.

What’s Your Story?

Storytelling is where the magic happens. It’s about connecting with the audience on an emotional level. Your story should be engaging and relatable, making the viewer feel something—joy, curiosity, or trust. Pick an emotion you’d like to target. 

A testimonial video could share a customer’s journey, tapping into emotions like satisfaction and trust. An ‘About Us’ video should tell your company’s story, highlighting values and ethos to create a bond with the viewer. 

In marketing videos, emotion trumps pure information every time.

What’s Your Promotion Plan

Finally, having a robust promotion plan is essential. A great video is only effective if it reaches its intended audience. This involves leveraging various channels:

  • Website: A natural home for longer, more detailed videos.
  • Blog: Integrating videos into blog posts can enhance engagement and provide more context.
  • Social Media: Ideal for short, snappy videos designed to catch the eye and encourage sharing.
  • Email Campaigns: Embedding videos in newsletters or promotional emails can significantly increase open and click-through rates.

But don’t stop there. Think about the PESO model. You should be plugging video into all of its aspects.

Can You Answer These Questions?

I’m telling you, you’d be shocked at how few communications pros do not answer these questions prior to starting their video projects.

However, if you do, you have just built the foundation of a good plan.

Seriously, if all you do is answer those questions, you’re already ahead of the game.

Next Level, Get Emotional

Understanding your audience is just the starting point. The real game-changer lies in emotional resonance. This is about crafting stories that don’t just inform, but deeply connect with viewers on a human level. It’s not merely about presenting facts or features. It’s about weaving relatable narratives and experiences that strike a chord with your audience.

As healthcare video specialists, we could easily bombard viewers with statistics and medical jargon. However, we know something important.

Video isn’t about facts and figures. Video is about emotion.

Telling a story that taps emotions can still convey information, but it also invites viewers into a personal experience, stirring emotions of hope, empathy, or triumph. This can leave a more profound and lasting impact than any fact or figure.

This emotional connection is pivotal. When a viewer feels something, they’re more likely to remember your message and, more importantly, your brand. It transforms your content from just another video into a memorable experience. 

But how do you achieve this?

Firstly, know your audience’s values and struggles. This insight allows you to craft stories that resonate with their experiences. 

Secondly, use storytelling techniques – like a compelling narrative arc, relatable characters, and a meaningful climax. 

These elements can turn a simple message into an emotionally impactful journey. 

Lastly, don’t shy away from showing vulnerability or authenticity in your stories. Authenticity breeds trust, and trust is the foundation of any strong relationship, including the one between your brand and your audience.

I don’t care if it’s a three-minute testimonial bound for your website, or a 10-second TikTok or Reel, you can use these videos to tap emotions. The first step is simply making an effort to do so.

Remember, in the crowded digital landscape, where countless videos vie for attention, those that touch the heart in some way stand out. By focusing on emotional resonance, your video content can rise above the noise, creating not just viewers, but loyal fans and advocates for your brand.

Maximizing Marketing Videos On Your Website

Your website is a prime location for showcasing video content, but it’s not just about embedding a video and hoping for the best. To truly capitalize on the power of video on your website, follow these strategic steps:

  • Strategic Placement: Place your video where it can’t be missed. Also, think about the page it goes on. Allow it to enhance the user experience. Put your About Us video on the Home or About page. Include a Product Video on the produce page. Add a Testimonial to the page designed to help you convert. Makes sense, right?
  • Purposeful Content: Tailor your video content to your website’s goals. Are you looking to increase product understanding, share testimonials, or convey your brand story? For instance, an explainer video on a product page can boost conversion rates, while a compelling ‘About Us’ video on your homepage can build brand trust.
  • Optimize for Load Time and SEO: Ensure your video doesn’t slow down your site. Use a video hosting service that allows for fast loading without sacrificing quality. Also, optimize your video for search engines by using relevant keywords in the title, description, and tags. This helps your video to be found and can improve your website’s overall SEO.
  • Call-to-Action (CTA): Always include a clear CTA. Whether it’s encouraging viewers to learn more about a product, sign up for a newsletter, or contact your team, your video should guide users toward the next step in their journey with your brand.
  • Measure and Analyze: Use analytics tools to track how visitors interact with your videos. This data can inform future video content and placement strategies, ensuring you continuously optimize for the best user experience and engagement.

By integrating video into your website thoughtfully, you not only enhance the user experience but also increase the likelihood of achieving your website’s objectives, whether that’s boosting engagement, conversions, or brand awareness. Remember, a video on your website is more than content. It’s a powerful tool for storytelling and connection.

Integrating Video Into the Marketing Funnel

Video can play a pivotal role at every stage of your marketing funnel/flywheel, from awareness to conversion. Here’s how you can effectively incorporate video into each stage of the marketing funnel:

  • Awareness Stage: At the top of the funnel, your goal is to attract and inform potential customers. Videos at this stage should focus on brand storytelling, educational content, and problem-solving tips. Think about short, engaging videos that introduce your brand, explain industry concepts, or highlight customer pain points. Social media platforms are ideal for these types of videos, as they can easily be shared and reach a broad audience.
  • Consideration Stage: As potential customers move down the funnel, they start evaluating their options. Here, you should provide more detailed information through how-to videos, product demos, and webinars. These videos should showcase the value and functionality of your products or services, helping viewers understand why your brand stands out.
  • Decision Stage: At the bottom of the funnel, prospective customers are ready to purchase. This is where persuasive and targeted videos come into play. Product comparisons, in-depth demos, case studies, or special offer announcements can be effective. Testimonial videos also work well in this stage, as they build trust and credibility. These videos should aim to alleviate any last-minute concerns and reinforce the value proposition of your product or service.
  • Retention Stage: Post-purchase, the focus shifts to retaining customers and encouraging loyalty. Here, video content can include thank-you messages, onboarding guides, and customer support FAQs. Also, consider creating exclusive content for existing customers, such as advanced tutorials, sneak peeks at new products, or customer appreciation events.
  • Advocacy Stage: Finally, turn your satisfied customers into brand advocates. Encourage them to share their experiences through video testimonials or user-generated content campaigns. Such content enhances credibility and resonates well with potential customers at the top of the funnel.

Remember, video is a versatile and powerful tool in your marketing arsenal. When used strategically across the marketing funnel/flywheel, it can significantly enhance the customer journey, leading to better engagement, conversion, and loyalty.

The Power of a Marketing Video Strategy

The power of video in 2024 lies not just in its creation but in its strategic use. The essence of effective video content is its ability to connect emotionally with the audience, transforming viewers into brand advocates. 

By understanding your audience deeply, creating emotionally resonant stories, and strategically integrating videos into your marketing funnel and website, you elevate your content from mere information to memorable experiences.

Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions, a video production company specializing in PR and marketing videos.

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