Benjamin Franklin once said “By failing to prepare, you are preparing to fail.” The same goes for your video marketing campaigns. Ensuring your video fits strategically and that your team is properly briefed are just two of the many things you need to consider before pressing play on your next video campaign. Plan to succeed by following this step-by-step guide!
Download the guide to learn:
How to identify specific goals for particular videos
How to map videos to your target audience and their buying stage
Tips on brainstorming video ideas and developing concepts
The best ways to ensure your video team is on the same page
First 3 Pages
A Step-By-StepGuide to Planning a Video Project
1. Strategy Fit
2. Creative Briefing
3. Brainstorming & Concept Development
4. Project Planning & Scheduling
Video’s the (wo)man these days
But whipping up a video project is no easy task. Not only do you have to get everyone on the same page and make sure that gem gets out the door on time, but you also have the pressure of fitting it with your larger marketing strategy. But hey, you got this.This here guide will walk you through the steps to complete before pressing that big, red record button.
Here’s the recommended process for planning a video project.
Strategy Fit There’s not much benefit to producing videos willy-nilly. Or at least, there could be a lot more benefit to our marketing results if your videos were strategically tied to your greater digital marketing efforts. So, before cracking open your video project notebook, answer these three questions to make sure you’re taking a strategic approach to your next video project:
How does this video fit into your larger digital marketing strategy?
Go-Pros, webcams, tablets, smartphones, or even digital cameras have come down in recent years and even editing tools are becoming more and more affordable. All this means that the video production process to be within reach for almost any organization.
Who is your video targeting? and what stage of their buying
Long gone are the days of creating one-size-fits-all videos, particularly for B2B brands who tend to have particularly niche markets. Don’t waste your effort on videos that appeal
to generally ‘everyone’. Instead, identify precisely who you’re targeting and what messages will resonate with them the most.
But don’t stop there because nowadays, simply identifying your target market isn’t really enough to properly target a piece of content. The questions that one persona is looking to
answer differ depending on their stage in the buying process.
So if you’re targeting Bob the Business Owner, is this video for when he’s first meeting your company or when he’s evaluating solutions for his business? Each stage would produce two very different videos.
What are the goals for this video and how will you measure success?
Are you looking to collect more leads? Or drive viewers to a page on your website? Or are you simply building brand perception and awareness? And beyond those objective
components, what will your videos make people feel or think about? These are important questions to answer at the outset of your video campaign since they can have a large impact on the video you create, its story, tone, and the creative direction your team or agency takes it in. For similar reasons, it’s also imperative to know how you will measure the success of your video from the get-go. For example, a video that’s meant to generate new leads will
likely be measured on MQLs and MQL:SAL/SQL ratios. This means that the final form at the end of your video is just about as important as the actual content of the piece and this
is extremely important for your creative team or production agency to know.