How to Development a Winning Video Strategy

Have you decided to make video a real strategy priority in your company? Not just one category of videos, a few short clips or your intern shooting video.  I’m talking about a real strategy – brainstorming, planning, and stuff on a whiteboard, budget allocation and delivery.

If you have, PERFECT, you are in the right place. This blog post will walk you through a turnkey process for developing a strategy for video. You would be surprised; there is a lot of risk in what you are about to do. It will take time; money and your end result will have a dramatic visual impact on your brand and products.

Planning:

Let’s say there are 500 options when considering a video strategy (there are actually more than that) platform, length, actors, cinematography, copywriting, editing and promotion. Well guess what? You can’t do it all; you don’t have the budget or time. The real magic is going to be at this step in the process. Risk can be reduced when planning. You want to make the best decision based on the information at hand, yet have some flexibility to adjust and evolve. Think about it in stages – “first we will do this, if successful we will probably do this.” Don’t worry too much about the second phase (just yet).

Step 1: Get to the core of why video is beneficial to your company and make it very concise. I met with the agency that developed the KEEN Footwear video strategy and he said

“our research showed that most people would not know to do if they has a 15 minute break from work to be active each day. For KEEN video is the vehicle for telling a product story while showing people how to be active with 15 minutes.”

Step 2: Identify your target market. Start with your brand or product target market and segment from there.

Step 3: Shoot a prototype video. Show it to a few people and see what they think. At this stage you are forced to do it cheap, which will help you see how good you can get the video without a lot of resources.

Step 4: Selecting a video platform for the video is a big one. There are a lot of options and each platform offers their own features and benefits. The general things you should pay attention to are: syndication (where the videos can be published to), e-commerce features, cost and analytics.

Step 5: You will need to budget based on the steps listed above, but I suggest budgeting based on your estimated ROI for the project. Establish some metric and work off that. As long as it covers the costs of delivery, you are fine.

See my blog post on video production to learn more about camera and editing.

Delivery:

Once you have the strategy in place you have to stick to it. Key pieces of the strategy are going to make this work or not work. You should have a schedule outlined for when you are launching videos. Work back from those dates to plan out the production and work forward after the launch date to plan for promotion.

Here are a few options for delivery based on your type of campaign:

  • Product videos: Likely you need to shoot these all at one time, then launch and promote all of them at the same time. In this case you need to use more than social marketing to get the word out. Think about evergreen touch points in your channel where you can promote your new videos.
  • Social videos: If you want your video to go viral it will have to be creative and promoted properly. You really can’t do too much in the social world to get your video out there. If you have a heavy social campaign you may need to use multiple platforms to deliver the video – YouTube, Facebook, Vimeo and traditional PR. You can literally spend most of your time promoting your video from one video launch to the next.
  • Training and how to videos: These videos are great because it is not about getting a lot of views in a short period of time, but rather about managing your content and putting it in the right place at the right time. In this case platform is everything because you need to know what is out there and relevant. Organization and tagging is key. Likely you will need a search function on your site for all of the video content.

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