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Video Planning: Steps to Take When Planning Your Video Marketing

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Updated January 8, 2020
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Video Planning
Alex Kleve
Alex Kleve

I help projects and content-entry go smoothly at Hook Agency as a Project Manager. Hook Agency's specialty is where visual design and SEO combine to help get you better leads.

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Marketing is one of those things that is always evolving, and video content is becoming a very powerful and useful tool for businesses to take advantage of. Companies can utilize this to reach a more significant portion of their market and is one of the most effective ways to communicate and engage with your audience.

When you are producing video, there is a large amount of work and planning that needs to be done. You must have proper preparation and execution of the entire process so you can deliver quality content for your viewers, and execute the process as cost-effective as possible. That is why you need to have video planning so you can know the steps to take when you are planning your video marketing.

Video Planning

Define Your Video Marketing Goals

By setting measurable goals for your video marketing, you will know whether or not you have achieved what you set out for with your marketing strategy.
Goals for your content can be things like brand awareness, demand generation, conversion, and engagement. Your brand awareness can be measured by things like mentions, recognition, and brand recall.

Demand generation and conversion are measured by the number of leads, conversion rates, and pipeline generation. Your viewer engagement can be tracked by things like shares, likes, time on page, and views.

Research Your Target Audience for Video

Knowing who your target audience is one of the most essential steps in this process. If you are making awesome content, but the correct people don’t see it, what good is that doing you?

When you define your target audience, you will learn about what they like, their needs, and specific problems that your prospects are experiencing.
When you are making a video for your target audience, the more specific you are, the better.

It is okay if the content you are producing isn’t attractive to people outside of your target market. Your goal should be to build content for your target audience and get them more attracted to what you are offering and educate them.
Using personas is a great thing for you to go off of when creating your content. This allows you to use sources of information to learn more about the types of people you are trying to reach and incorporate these findings into your content.

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The next step in this process is going to be finding where video content will help to move customers into the next phase of the buyer’s process and nudge them into the purchasing stage.

To do this, you will need to find which type of video is best suited for this task. It would help if you thought about having video content that will help your customers and answer their questions throughout the different stages of the buying process.

Decide What Kind of Videos You’ll Make

Before you dive in headfirst and start filming your videos, you must figure out what your videos are going to look like.

You should think about the story you are looking to tell and figure out what the best way to do that for your target audience is.

When you are first getting started, it wouldn’t hurt for you to pick a few different types of styles and video for you to test and see what works and what doesn’t and make your video more compelling.

Set a Video Budget

As you are figuring out your video planning, it is crucial to know the budget you will have to work with. There are some questions you should be asking yourself to make sure you are getting the most bang for your buck.

What Types of Video Do You Want to Create?

Your video budget is going to be very dependent on the types of projects you are looking to do with your video plan and will determine the different avenues you can go down.

Different types of productions will range differently in terms of the resources and time that are required, so your budget will vary depending on what you are looking to do. A higher-quality video with more time spent is going to increase your expenses because of time, equipment, etc. where a lower quality video with less time spent is going to be cheaper and maybe even allow you to produce more.

Will You Create Videos Internally or Outsource them to an External Production Company?

Many people get stuck on the question of “Should we make videos on our own or get help from a production company?” The answer to this question is going to have a significant impact on your budget and can change a lot.

If you are looking to produce your videos internally, you need to think about who is going to take on the responsibility of creating them. Are you going to hire someone as an in-house videographer? Or give someone the tools and have them learn on the fly?

Finding the best direction for your company can be done by determining the expected output you are looking to produce. Organizations in industries like tech, media, entertainment, and communications provide a lot more videos than other industries. Whether you are looking to make a campaign or start a video series that is regularly scheduled, you will need to consider which option better lines up with your goals and fits within your budget.

What Sort of Video Equipment and Video Marketing Software Will You Need?

If you decide to take the in-house approach, you will need to think about equipment purchases and what you need.

Even if you decide to do your video at the most basic level, there is still video production equipment that you will need.

  • Some of the equipment that you should consider is the following:
  • Tripod
  • Video Camera
  • Stabilizer
  • Editing software
  • Lighting equipment (things like lights, light stands, etc.)
  • Audio equipment (such as a wireless microphone kit)
  • Microphone

You will also want to consider the software you will be using to edit, manage, host, and analyze statistics for your video content. There are a number of both free and paid options for you to choose from, so do some research and find the ones that best fit your needs.

Establish Who’s Responsible for Video Creation

Now it is that time to make your decision of who is going to be in charge of your video production and invest in someone in-house or choose to outsource content to an agency that does this professionally.

But, no matter which route you take, you want to be sure that you know who is responsible for the following:

  • Creative concepts and storyboarding
  • Scripts
  • Final approvals
  • The organization of the video shoot
  • Shooting and editing video content
  • Distribution of the finished videos

Think About Your Video Campaign Strategy

When you are planning your campaign strategy, there are two paths of strategy that you can go down.

One is content that is regularly scheduled and contains things like how-to’s, customer testimonials, and other content that will have a long and relevant lifespan.

The other is a campaign series that will run for a certain period and will range from things like promotions for something your company is working on, to videos that are taking advantage of specific trends taking place. These types of videos have a shorter lifespan and are retired after a certain period.

Figure Out Where Video Content Will Live

Now that you have made your content, you need a place for it to live on the web and on your website. When releasing any video, you should try and use multiple channels so you can maximize your reach and engagement with your audience. To do this, you can utilize things like different pages on your website, social media channels, YouTube, and more.

When starting, find a list of channels that make sense for you and have a place for visitors to see all of your video content, whether that be on a host site (like YouTube) or on your own.

Be sure that everything on your site is organized and know how your content is being managed. You would be surprised how quickly this becomes crucial in the effectiveness of your video marketing content. Having a system put in place early will make your life so much easier than trying to scramble and organize your whole library of content.

Track Your Performance

Keeping track of your performance is something that should be done so you are able to know what is working and what needs to be changed. It would help to look at the engagement your videos are getting so you can justify the amount of money and effort going into your content.

  • Some of the best metrics for you to track are as follows:
  • Number of views
  • Click-through and drop-off rates
  • Amount of viewers
  • Content consumption
  • Demand generation

When you don’t have a plan, it is like you are planning to fail. When utilizing video, it can be an excellent asset for you to incorporate into your marketing plan. However, it is so crucial for you to put in the work with video planning to make sure that your video marketing campaign is a success.


 

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Alex Kleve
Alex Kleve

I help projects and content-entry go smoothly at Hook Agency as a Project Manager. Hook Agency's specialty is where visual design and SEO combine to help get you better leads.

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