Free ebook: The HERO’S GUIDE TO VIDEO MARKETING

The Ultimate Video Marketing Guide, Start Your Journey Video marketing magic doesn’t just happen. It requires time, dedication, and a plan. Strategic video marketing, however, solves challenging business issues by connecting with audiences on a deeper level. Build a stellar video marketing plan to overcome your customer lifecycle challenges with our revamped, 22-page, Hero’s Guide to Video Marketing. 75% of marketers are creating custom videos for their target audiences.1” 1. Kaye, L. (2015, February 20). 70% of Brands Say Video is the Most Effective for Content Marketing. Retrieved July 27, 2015.

Table Of Contents

Contents Awareness Campaign 1 Engagement Campaign 2 Conversion Campaign 3 Retention Campaign 4 Advocacy Campaign 5 Additional Resources 6 Videos for each stage of the customer journey 7 Videos for an awareness campaign 7 Videos for an engagement campaign 8 Videos for a conversion campaign 9 Videos for a retention campaign 10 Videos for an advocacy campaign 11

First 3 Pages

HERO’S GUIDE TO VIDEO MARKETING Chapter 4 Strategies for Video Marketing Across the Customer Journey In the Hero’s world, not everything is as it seems. So, it can be hard to pinpoint which types of videos best fit into your strategy. With this guide, you’ll start to see things a bit more clearly. No X-ray glasses are necessary. In this chapter, you’ll learn that to make your video goals a reality, specific types of video promoted across particular channels are best suited to meet your objectives. To uncover this, you’ll adhere to a set of questions we like to call the Hero’s Guiding Principles. These five simple questions prepare you not only for video creation, but the lifespan and utility of your video. THE HERO’S GUIDING PRINCIPLES FOR VIDEO CREATION AND STRATEGY 1. What needs to be said? Write the story you want to tell in two sentences. 2. What content already exists that tells this story? Can it be repurposed into video content? 3. How many videos will be created? How will they differ in messaging, tone, and content? 4. How will each channel be utilized in creating this story? How will videos bridge our message across channels? 5. What is the desired action after watching each video? Have you told your viewer what to do next? How do these activities map through the customer lifecycle stages? Return to these questions at each stage of planning a new video campaign, and they’ll steer you true. In what follows, we’ll address specifics for each customer lifecycle stage. Reviewing the basic definition, key performance indicators, and additional considerations to determine the best use of video at each stage. Contents Awareness Campaign 1 Engagement Campaign 2 Conversion Campaign 3 Retention Campaign 4 Advocacy Campaign 5 Additional Resources 6 Videos for each stage of the customer journey 7 Videos for an awareness campaign 7 Videos for an engagement campaign 8 Videos for a conversion campaign 9 Videos for a retention campaign 10 Videos for an advocacy campaign 11