2022: What is Your Video Marketing Plan?

By Kenneth Horsfall
In case you don’t know, the world of selling is altering quickly and video has grow to be the brand new factor. In Nigeria alone, digital video advertising and marketing is a $135 billion trade. That means manufacturers in every single place are realizing the worth of video and investing in its creation and distribution. So why! Are you not doing the identical?
Getting Started with Video Marketing
To get began let begin with what is video advertising and marketing? Video advertising and marketing is the manufacturing of partaking movies round a advertising and marketing technique that delivers enterprise outcomes. Whether you’ve simply stepped onto the scene, otherwise you’ve been utilizing movies for ages, you want a street map outlining what it’s all for, the place you’re going, and the way you’ll measure success.
Your video advertising and marketing plan is each bit as essential as execution.
A stable plan could be the distinction between realizing how a lot return on funding (ROI) your content material is delivering and throwing metaphorical spaghetti on the wall to see what sticks.
Do you already know that these days, manufacturers can not get through the use of written content material and pictures alone — that’s uninteresting and unengaging for customers who’re inundated with reside streaming, interactive 360 movies, augmented actuality, and extra? And due to this progress, you’re now behind if you happen to aren’t releasing branded video content material usually. But if you happen to’ve by no means created a video for your self, getting began could be robust. That’s the place I are available in! With this information I’ve created for you, you’ll study the ins and outs of video advertising and marketing, from determining which kind of video it is advisable to learn how to distribute it for optimum outcomes. Start searching under to study all the pieces it is advisable to get began with video advertising and marketing.
How Do I Create a Video Marketing Strategy?
What Kind of Video Should I Create?
What Are the Three Stages of Video Production?
How Does Video Improve My search engine optimization?
How Do I Distribute My Video?
How Do I Know If My Video Is Successful?

Video advertising and marketing methods are nothing new. Just such as you wouldn’t create a business and purchase airtime throughout the Super Bowl with out researching and strategizing, you shouldn’t create a digital advertising and marketing video with out first doing the right analysis and making a plan.
Your video advertising and marketing technique will in the end be what guides you — your finances, your timelines, your manufacturing processes, your conversion metrics, and extra. So, getting this written down and finalized needs to be step one in every of your video creation processes.
Before we dive into the specifics, right here’s an outline of the steps

Define Your Video Marketing Goals
Create a Video Marketing Strategy Mission Statement
Research Your Target Audience for Video
Decide What Kind of Videos You’ll Make
Set a Video Budget
Establish Who’s Responsible for Video Creation
Think About Your Video Campaign Strategy
Figure Out Where Video Content Will Live
Measure Your Performance

In order to know whether or not you’ve really achieved what you’ve got down to accomplish together with your video advertising and marketing technique, it is advisable to set measurable targets.
Content intelligence platform Conductor recommends defining advertising and marketing targets for each income and your model.
Revenue-based targets give attention to issues like rising lead type inquiries whereas model targets contain issues like rising the next high quality e mail listing, driving extra weblog site visitors, or capturing Google reply containers for focused key phrases.
Brand targets could be simply as essential as income ones as a result of they assist place you for future success and infrequently take into consideration qualitative suggestions.
Some widespread video targets embrace:
Brand Awareness—usually measured utilizing model recall and recognition, frequency/high quality of mentions, or video views
Demand Generation and Conversion—usually measured by lead depend, affect on conversion price, or affect on gross sales alternative and pipeline technology
Viewer Engagement—usually measured by common engagement (often known as the typical size of time viewers watched the video)
How to Set S.M.A.R.T. Goals
As with any sort of advertising and marketing purpose, following the S.M.A.R.T. goal-setting framework is a superb place to start out.
The purpose ought to zero in on a particular side of your technique. After all, saying you need to get extra views is nice, however what does it really imply?
The purpose needs to be accompanied by a related key efficiency indicator (KPI) and metrics that can be utilized to measure its success.
The purpose needs to be one thing that’s inside attain of your division with out “sandbagging” (intentionally setting a purpose that isn’t a problem for the group to succeed in). Try beginning with a baseline and figuring out the specified improve (or lower, because the case could also be) from there.
The purpose needs to be related to your general enterprise targets AND a superb match for the forms of targets that video is finest suited to satisfy
The purpose ought to have a timeframe wherein it could possibly fairly be achieved in an effort to precisely measure how efficient your efforts have been. While some targets could be tackled in 1 / 4 or two, others could require an extended timeframe, like a 12 months. Go one step additional by breaking down your general purpose into weekly targets. That approach you already know what it is advisable to be doing, each step of the best way.
An instance of a S.M.A.R.T. video advertising and marketing purpose—one which is particular, measurable, attainable, related, and time-bound—would possibly appear to be this:
We will improve time on web page for key pages on our web site by 15% this quarter by embedding related movies.

Joe Pulizzi, Founder of the Content Marketing Institute, recommends you begin your content material advertising and marketing technique with a mission assertion. It’s useful to have one in every of these on your video technique too as a result of it offers your group an easy-to-remember function to rally round.
Your mission needs to be a easy, one-line assertion that solutions the next questions:
What kind of video content material do you propose to make?
Whether you’re leaning in direction of academic, entertaining, or a combination, your model’s experience and viewers wants ought to decide your method right here.
Who are you making this content material for?
Outline your goal demographic with as a lot element as you’ll be able to. You can’t create nice movies with out figuring out the client personas you need to enchantment to and their ache factors.
What ought to your viewers take away out of your movies?
Think about what worth your content material will add and what duties or targets it can assist your viewers accomplish.
In order to justify creating several types of movies (together with some that might not be instantly associated to your product), your corporation wants to know why you’re creating video tales, who you need watching your content material, and what you’re attempting to perform.
Your video advertising and marketing mission assertion ought to look one thing like this:
“At (firm identify), we make (kind) video content material for (particular purchaser personas), in order that they (precisely what you need them to do).”

To achieve success with video, you first must know who you really need watching your content material. Defining a audience—and studying about what they like, what they want, what their ache factors are—will allow you to create video content material that connects.
Many entrepreneurs appear to share the misperception that in the event that they create a video that doesn’t rake in thousands and thousands of views, they’ve failed in a serious approach. Fortunately, this is removed from the reality.
While a broad attain could be fascinating for B2C firms, issues are a bit completely different within the B2B house. No matter what trade you’re in, acknowledge that your targets will differ.
B2B manufacturers usually have a tougher time growing movies for widespread attain, however don’t get discouraged. Not everybody wants your services or products; that’s why it’s essential to draw and preserve the leads value following up with.
When it involves your audience, the extra particular the higher. It’s okay in case your content material isn’t fascinating to anybody exterior of that group; you’re aiming to assist viewers self-qualify.
Start by trying on the purchaser, buyer, and/or person personas your organization already has. Research what their video preferences are: Is it a superb medium for reaching them? If so, what forms of movies work finest? Build a profile of your video viewers from there.
If you don’t have already got personas, now’s the time to create some. Use no matter sources of data can be found to you to study concerning the folks you’re attempting to attach with. Include something about your persona that’s pertinent to your content material creation, equivalent to how they study, what sort of content material they like to devour, and extra.
For a deep dive into different info, you possibly can embrace, take a look at HubSpot’s information to creating purchaser personas.
Next, map the client’s journey on your services or products so you’ll be able to determine factors the place video content material will help potential clients transfer alongside the trail to buy (and what kind of video is finest suited to the duty at hand).
Think about what completely different sorts of content material would possibly tackle your personas’ questions at completely different levels of the shopping for course of. For occasion, the video that introduces a persona to your organization will probably be completely different from the one they’ll want once they’re in consideration mode.
As you progress ahead with creating new movies, ask your self each time which persona the content material speaks to and at what level within the buyer journey.

Before you dive in and begin filming, it is advisable to work out what sorts of movies you’re going to make.
Think about what story you need to inform, how one can finest try this via video, what video types and kinds are finest suited to sharing that story, what sorts of movies your audience likes, and extra.
It’s essential to contemplate the place the video will match into your group’s buyer journey and advertising and marketing funnel (or flywheel). Remember that your viewers will doubtless want completely different video varieties and messages at completely different factors of their journey.
When you’re first getting began, select just a few types and forms of movies to check and see what works and what doesn’t. Depending on the stage of the funnel or flywheel, this may increasingly represent what will get probably the most attain, what will get probably the most engagement, or what drives probably the most leads or conversions.

As you make your plan, it’s essential to consider what kind of video finances you’ll should work with. There are just a few questions you’ll be able to ask your self to get a way of how a lot you’ll want to speculate or, in case your finances is already fastened, learn how to get probably the most bang on your buck.
What Types of Videos Do You Want to Create?
Your finances for video actually depends upon the forms of initiatives you define in your video technique. Your funds will usually dictate the inventive avenues you’ll be able to discover.
Every manufacturing, from live-action to animation, will vary by way of the time and sources required, so there isn’t a definitive reply with regards to setting a video finances. Whether you purpose for polish or gritty authenticity, your manufacturing high quality and magnificence will even be a consider the price and should even affect the variety of movies you’re in the end capable of create.
Will You Create Videos Internally or Outsource them to an External Production Company?
B2B entrepreneurs cite allocating workers time and sources for video manufacturing as a prime problem for creating video, in keeping with a Demand Metric research. This difficulty inevitably begs the query: “Should we strive making movies ourselves or ought to we enlist the assistance of a video manufacturing firm?”
If you propose to provide movies internally, you’ll want to consider who will probably be chargeable for creating them. Will you rent an in-house videographer or a video manufacturing group?
A great way to find out which route is finest for your corporation is to stipulate your anticipated output. Across the board, we’re seeing firms of all sizes improve their quantity of movies produced.
This chart demonstrates the amount of movies produced by small, medium, and enormous organizations that will help you decide your video advertising and marketing technique
Although giant firms proceed to be probably the most prolific creators of the video, firms of all sizes report a rise in general manufacturing quantity, in keeping with findings from Demand Metric
Even if you happen to’re not at this stage of quantity simply but, you’ll have to contemplate whether or not you’re creating campaigns (one-off belongings) or a program (usually scheduled movies as a part of a cohesive content material advertising and marketing technique). This will usually make the distinction in deciding whether or not to provide movies in-house or outsource. You’ll need to take into account what is cheap on your firm primarily based in your measurement, the scope of what you’ll want to speak, and your finances.
While there isn’t a one-size-fits-all method to video manufacturing, there are quite a lot of firms succeeding with a mixture of in-house and manufacturing businesses. According to our annual benchmark information, as firm measurement will increase, so does using exterior sources for video content material creation. Most small and medium firms use completely inside sources to provide their video content material, whereas giant enterprises are extra evenly cut up between inside, exterior, or each.
How Much Will It Cost?
Deciding whether or not you need to produce your movies in-house or outsource them will play an enormous function in your prices, each per video and on your total video program.
Video Production Company Costs
When outsourcing your movies, you’ll be able to anticipate to go in with a typical finances ranging wherever from N1.5 million to upwards of N10 million per video asset. This vary is fairly normal for a run-of-the-mill explainer video, however once more, the finances will change as you go for larger manufacturing values.
Advanced movies with an “promoting feel and appear” will vary wherever from N5 million to N20 million for main productions. On common, most budgets for a elegant manufacturing (the sort that comes geared up with a full manufacturing crew) normally land someplace between N5 million to N15 million.
With these numbers in thoughts, if you happen to needed to outsource one primary explainer video per 30 days for a 12 months, you’d be taking a look at a baseline of round N28 million on the very low finish of this spectrum. All video manufacturing homes range. We suggest you name round to get quotes that mesh together with your model’s wants and finances.
In-House Videographer Costs
If you’re trying to go the in-house manufacturing route, you’ll doubtless be trying to put money into your individual gear, prepare a workers member, and even rent a videographer. Video producers earn N25 million per 12 months on common, in keeping with PayScale.
Whether you rent a devoted producer or prepare an current worker, they need to know learn how to conceptualize, seize, and edit footage from idea to completion (relying on their ability set and expertise). You’ll need somebody who can break down complicated B2B merchandise and work with movies from pre-production to publish.
They needs to be imaginative, good with metaphors, and have an ideal sense of your audience. Aim to rent somebody with an ideal sense of timing with regards to enhancing and somebody who’s gifted at directing folks in entrance of the lens.
What Sort of Video Equipment and/or Video Marketing Software Will You Need?
If you propose to go in-house—whether or not you rent a devoted individual or assign video creation duties to an current member of your advertising and marketing group—you’ll want to consider the nuts and bolts of manufacturing.
Even if you happen to hold issues fairly primary, you’ll doubtless nonetheless must put money into some video manufacturing gear. However, this may be a one-time upfront funding. For many firms, deciding to do manufacturing in-house usually finally ends up being cheaper in the long term.
For conventional, skilled video manufacturing, you’ll need to take into account the next gear:
Video digital camera
Lighting gear (issues like lights, mild stands, and so on.)
Audio gear (equivalent to a wi-fi microphone equipment)
Editing software program
If you’re pondering of going the smartphone route, take into consideration:
Lighting case (equivalent to a selfie ring mild) or clip-on mild
Lighting equipment
Editing app or software program
Looking for particular gear suggestions for video manufacturing? Refer to this content material about instruments for conventional video manufacturing and smartphone video manufacturing, or discover out what sort of gear you may get for various finances factors.
You must also take into account what video advertising and marketing software program your group would require to edit, set up, handle, host, and analyze your video content material. There are quite a lot of free and paid choices together with ones created particularly for enterprise use. Do some researches, take a look at some demos, and decide what finest meets your wants.
Do You Want to Hire Actors?
Depending on the story you need to inform, chances are you’ll be pleased with having workers star in your video or chances are you’ll need to usher in skilled actors to play sure components.
Keep in thoughts that bringing in actors will improve prices.
If you go the employee-actor route, take into consideration getting launch types arrange to make sure you’re legally allowed to make use of their picture. While this may increasingly sound intimidating, it’s normally a easy, one-page type.
Some firms even have new hires signal this documentation together with onboarding paperwork. If you propose to make quite a lot of movies and need workers to characteristic prominently, chances are you’ll need to take into account one thing alongside these traces.

Depending on the manufacturing high quality you’re aiming for and your finances, you would possibly be capable to put money into an in-house videographer or a group of entrepreneurs devoted to video. However, you may additionally be outsourcing content material to an company or manufacturing home.
No matter the way you’re working with manufacturing, make sure you define:
Who’s chargeable for inventive ideas and storyboarding
Who writes the scripts, when wanted?
Who will get a say within the content material and who’s chargeable for last approvals?
Who organizes the logistics of a video shoot?
Who shoots and edits video content material?
Who is chargeable for distributing the completed movies?
You may additionally need to outline an “editorial board” of main stakeholders who’re consulted for enter on movies. You undoubtedly need suggestions at essential factors within the video course of, however be conscious of an extra of cooks within the kitchen.

There are two important methods to method video content material and most enterprise’ video methods will doubtless contain a mixture of each.
First, there’s evergreen, “enterprise as common” (BAU) content material: This may very well be a usually scheduled video collection, supporting content material for core pages of your web site, how-to content material for assist pages, buyer testimonial movies, and different video content material that has an extended shelf life.
Second, there are marketing campaign movies, which normally run for a shorter time frame. These can vary from video adverts for your corporation to advertise for one thing your organization is doing (equivalent to a brand new product or a sale) to topical social movies to well timed video content material that’s seasonal, aligns with a vacation, or hops on a pattern. Campaign movies are inclined to have a shorter shelf life and are sometimes retired after they’ve served their particular function.
For every video marketing campaign you deal with, you’ll must create a video advertising and marketing marketing campaign technique—primarily a mini-version of your important technique—these reply the entire pertinent questions for the person marketing campaign. As together with your overarching technique, you’ll want to consider value, audience, targets, and extra.
The massive distinction right here is timing. This aspect, whereas essential in your normal video technique, is of the utmost significance for video campaigns. This is as a result of campaigns usually depend on timeliness.
How far prematurely you start planning these initiatives will range by manufacturing home or videographer, however you’ll usually need to e book your marketing campaign six to 9 weeks prematurely of the supply date. For significantly complicated initiatives, enable 10 to 13 weeks.
Sample Video Production Timeline
In phrases of timeline, the breakdown usually goes one thing like this:
One week to share the transient and analysis choices
One to 2 weeks for idea improvement
One to 2 weeks to lock down the script and pre-production particulars
One week blocked off for manufacturing (most shoots will take one to 2 days)
Two to 3 weeks for post-production
Keep in thoughts that timelines will range relying on the kind of video you’re creating on your marketing campaign. For occasion, a primary speaking head will take far much less time than the typical movement graphic video.
Plus, don’t overlook to schedule the time you’ll must plan for distribution and every other components which will accompany the video within the marketing campaign.

After you’ve gathered a ton of content material, it is advisable to determine the place your movies will reside on the net and in your website. When releasing any video, it’s essential to leverage a number of distribution channels to maximise attain and engagement.
Channels to contemplate embrace:
Multiple pages in your web site (weblog, a useful resource hub, product pages, and so on.)
Inbound advertising and marketing campaigns
Outbound e mail advertising and marketing campaigns
Social media channels (those your prospects are current on)
Your gross sales reps
When getting began with video, make a listing of the distribution areas that make sense for you. Think about offering a devoted place the place guests can discover your whole video belongings by yourself web site.
Many main manufacturers now have total pages on their web sites dedicated to video. They’re targeted on making a video content material hub that can hold potential clients engaged for longer and information them via their shopping for journey.
Distribution isn’t the one a part of this equation; you additionally want to find out the way you’ll set up, host and handle your video content material. When your group has solely 5 movies, this may increasingly not appear that essential, nevertheless it shortly turns into essential to efficient video advertising and marketing. And it’s a lot simpler to place a system in place from day one than it is to attempt to shoehorn issues after the actual fact.
When it involves video internet hosting, organizations use both a free, paid, or a mixture of each to handle video content material. As the amount of video manufacturing goes up, so does the necessity for a extra strong on-line video platform. And those who put money into paid video options are extra happy with their with the worth they get from the video.
This chart demonstrates satisfaction in video internet hosting options, an essential consideration when growing a video advertising and marketing technique
While free platforms are the most well-liked video internet hosting answer, it’s widespread for organizations to make use of each free and paid enterprise platforms. According to findings from Demand Metric, those that report utilizing a paid internet hosting answer for enterprise as a stand-alone answer or at the side of a free platform have larger satisfaction ranges.

In the identical approach you monitor key efficiency indicators (KPIs) for written content material, it is advisable to produce, launch, then evaluation your video’s engagement information to justify your funding in video and to know how effectively you’re performing. In truth, video analytics rank because the primary on-line video platform characteristic for companies.
Metrics would possibly nonetheless be a scary phrase, however the video is really simpler to trace and measure than you would possibly suppose. You can get detailed viewing information with the assistance of a web based video platform.
We’ll get into video efficiency in additional depth afterward, however right here’s an outline of some metrics it is best to monitor for every video marketing campaign you launch:
Number of Views and Unique Viewers: While this gained’t be a measure of success by itself, it can allow you to perceive in case your distribution technique is working
Attention Span and Drop-Off Rates: Does greater than 60% of your viewers make it to the top of your movies on common?
Click-Through Rates: Split take a look at the outcomes for e mail content material with and with out video content material.
Demand Generation: Number of recent leads and alternatives generated because of watching the video or how a video is influencing pipeline and income
Content Consumption: How many movies do particular person leads watch in a day? Every week? A month?
This step in your video advertising and marketing technique is to find out the way you’ll acquire this essential info (normally finished with the assistance of the web video platform of your selection).
Once you have got a set technique, you’ll be capable to see how your video content material aligns with your corporation targets and begin utilizing belongings extra successfully.

Use this information to create a extra detailed technique subsequent time round so you’ll be able to arrange any future advertising and marketing movies you create for achievement.

The progress of video advertising and marketing is presenting a novel alternative for manufacturers like yours. As customers proceed to desire video to different types of content material, they’re now anticipating manufacturers of each measurement and in each trade to attach with them utilizing video. Platforms are more and more prioritizing video content material, and even new gadgets like telephones and tablets are extra video prepared than ever earlier than. That means it’s a must to take full benefit of this wonderful advertising and marketing software to be aggressive. The longer you wait, the extra clients you’ll lose.
Take a take a look at a few of our favorite model video examples!
Luckily, it’s simpler now to create a gorgeous quick video. You can rent skilled freelancers on the drop of a dime, or rent an company that’ll deal with all the pieces for you with no stress. Plus, the price of producing a video is low, so that you don’t have to fret about breaking the financial institution to create a branded video you’ll love.
Overwhelmed? Trust us, it’s so much to absorb. But this define needs to be your first step towards an efficient and worthwhile video advertising and marketing technique that’ll change the best way your organization appears to be like at video advertising and marketing coming this new 12 months 2022.
So, what are you ready for?
Kenneth Horsfall is the inventive director and founding father of Ok.S. Kennysoft Studios Production Ltd fondly referred to as Kennysoft STUDIOs, a Nigerian Video and Animation Production Studio. He is additionally the founder and lead teacher at Kennysoft Film Academy and could be reached by way of [email protected]
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