5-Step Guide to Video Content Marketing

taking video of man skateboarding for video content marketing

Video marketing is the newer, shinier version of content marketing. By developing a solid message with quality video to portray your message and share it with others, you're creating the most powerful marketing strategy. Follow this 5-step guide to video marketing to create a strategic inbound marketing methodology.

1. Know Yourself and Your Customers

What is it about your brand that sets you apart? Why is your brand valuable? Think about your ideal customer and then study that population. People are like schools of fish; similar ones swim together.

Seek out this information by conducting surveys, gathering data and organizing that data to make it applicable to your strategy. If you find out what makes the customers tick, you can use that information to draw more people in. A strong message backed by attention to customer service is what improves your brand image and increases leads/sales.

2. Care About It

Why did women in the 1950s need to have those Tupperware containers? It was because Tupperware knew how to create messaging that appealed to women at that time—freedom and family. Owning a set of Tupperware showed women how they can have financial freedom while still espousing the happy American family way of life.

If you don't care about your message, nobody else will. What is it about your story that would make others care about it? How can you make your customers valued?

3. Know your Competition

It is most likely you're not the only one in your specific market. That is why it is essential to know your competition. If you have already video marketing content, review the material and identify if it addresses trends. Sift through your content and highlight areas that need to be changed or cut. Try finding weak parts could be improved.

Compare your history with the history of others within the same market. What are their gaps? Look at what all the other people are doing, brainstorm how it could be better and go for it.

4. Position Yourself Accordingly

Be reasonable with where you are in the market. Have you been in the industry for one year or fifty years? How long has your competition been providing the same products/services?

After doing all the research, plot out your growth. Where have were you years ago? Where are you now? Where do you desire to go?

Those three questions stated above, along with the information you gathered in steps 1-3 will lay the blueprint for your successful outcome.

5. Create

After you've done all the steps, you can now create a video marketing strategy that will take people's unfamiliarity of your brand to interest to emotional investment.

You lead people through this journey in one short film. Make sure your material addresses everything you learned in your research.

Set the goal to create video content that will stick. Think about the videos that have stuck with you, what was it about those videos that attracted you? There is a lot of factors involved but knowing your audience will make these easy to identify.

If implementing a video marketing strategy seems like a daunting task, contact us for help. All of your research is only worth it if you're able to produce a robust piece and execute your marketing strategy.

Why Inbound Marketing

This blog will walk you through you to the culture of inbound, and provide you with a big picture view of everything you need for a successful inbound strategy. So what of the first question that you may be asking yourself is why INBOUND?

To put things into perspective let’s look at traditional marketing and what it offers for a business:

In traditional marketing, companies focus on finding customers: Generally, they use techniques that are interruptive. These techniques could be anything from cold-calling, print advertising, TV commercials, and junk mail.

Technology is making these techniques less effective, impossible to track conversion,  and more expensive. Caller ID blocks cold calls, DVR makes TV advertising less effective, and spam filters block mass emails. It's still possible to get a message out using these channels, but it costs a lot more. So, Traditional marketing is interruptive and marketer-centric. The traditional way of doing things is convenient for the marketer because they can push content in people’s faces whenever they want, and even when those potential customers don’t want it. But it’s not an ideal experience for the user – the potential customer. Inbound marketing is the mirror version that. How? Keep on reading.

Traditional vs Inbound

Inbound is a fundamental shift in the way we do marketing. An inbound methodology is not an interruption- based message where the marketer or salesperson had all the control, instead it’s about EMPOWERING potential customers.  

The way it works:

  • Instead of interrupting people day with television ads, they might create videos that potential customers want to see.  Remember that one time you were looking for a quick solution to a problem like how to remove a stain from a brand new silk shirt? Or how to replace the battery in your mac yourself? Well, the inbound strategy will help you get placed on top search based on those queries.
  • Instead of buying display ads in print publications, they could create a business blog that people would look forward to reading.
  • instead of cold calling, they create useful content so that prospects can contact them when they want more information.

Inbound marketing focuses on placing you as the expert in your field, where the customer can find you when they need advice or information.  It’s like having an expert by your side and you call them when you need them.