More and more marketers are now using video content to extend their reach and connect with their audiences on different platforms, such as blogs, social networks, search engines or YouTube. And for good reason, the video format is the preferred format for Internet users, as evidenced by the 720,000 hours of videos added daily to YouTube (Oberlo, 2020). Therefore, it is strategic for businesses to use video as a marketing lever.
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Here are some helpful ideas and tips for creating video content and incorporating it into a marketing strategy.
How to integrate video into a marketing strategy?
Integrating the video format into its marketing strategy in a sustainable manner requires setting up a precise process, which will frame the process of producing and posting video content online. This action plan aims to maximize return on investment.
Define an audience by creating buyer personas
This is the first step in integrating video into a pre-existing marketing strategy. The company must ask itself who are the people likely to be interested in its contents. So, as in any inbound marketing strategy, you have to start by defining buyer personas. This makes it easier to produce videos that will meet their expectations.
It is then necessary to organize the publication according to the purchase path defined for each profile. At each stage of this journey there are indeed specific needs or questions.
Set a goal
The definition of an objective is predominant in any marketing strategy. However, it is easy to fall into the trap of a simplistic goal definition, which, in reality, does not reflect a real strategic vision.
This is the reason why qualitative objective and quantitative objective are generally opposed. In a successful inbound marketing strategy, and all the more so if it calls for the video format, the two types of objectives must coexist. Generally, marketers base themselves on qualitative objectives, because these relate to the image of the company or to storytelling, if it is a brand. However, the data in their possession is increasingly numerous and relevant. A precise analysis of this data, collected via a video, makes it possible to achieve marketing objectives such as lead generation, increase in conversations and the engagement rate, or to analyze the funnel of prospects.
Prepare an editorial schedule
Editorial planning is an essential tool in a content marketing strategy and it is just as much for a company that chooses to bet 100% on the video format. Its role is to organize the production and publication of videos, but also to make a concrete link with the marketing strategy.
To be relevant, the editorial schedule must contain these indicators:
- The subject or theme to be covered for each publication.
- The persona targeted by this content.
- The broadcast channel (in the case of live video, the selected social network).
- The shooting dates.
- Project stakeholders, especially if external service providers are involved.
- The necessary resources.
Specify the type of content to create
Video is an increasingly present format on the Internet and therefore increasingly innovative. However, creating video content does not, by itself, say anything about a company’s strategic intent. It is therefore important to specify the type of video upstream.
For example, will it be:
- From an interview?
- From a report?
- From an animated video?
The publication of a thematic video can also be accompanied by a blog article on the same subject or supported by a promotional newsletter. These details must then be incorporated into the editorial planning. For inspiration, you can use PlayPlay’s video idea machine or one of the scenarios below depending on your level of expertise.
20 marketing video ideas
Pre-recorded marketing video ideas
- Create short thank you videos that a team can send to new customers or customers who have generated additional sales.
- Film a product demonstration.
- Create an animated GIF to explain a feature of a tool.
- Film very short testimonials from clients and promoters.
- Film longer versions of customer testimonials and user case studies.
- Create longer product demonstrations and more formal tutorials.
An image speaks louder than a long story. Sometimes videos are ideal media for explaining a concept or defining a term. Indeed, they are useful and easy to understand for the audience and the users, and they really help them to use products or services correctly.
- Provide a brief presentation of the company, its mission and its vision.
- Create a complete demonstration of a product.
- Turn blog posts into videos and short tutorials.
- Film longer interviews with key company employees.
- Film live presentations made by company employees and add their slides during post-production.
- Create videos for each of the company’s call-to-actions, for example to “Contact us” or “Register for a free trial”.
Live video ideas
- Use Facebook Live or Twitter to broadcast business events attended by a company’s employees, executives or CEO.
It’s impossible for marketers to invite an entire audience to join them for an event. Nevertheless, a live broadcast on YouTube, Facebook or Instagram makes it possible to invite a larger audience to participate virtually in this event. Filming live, then publishing the recording on different channels offers the possibility of satisfying an audience and of reusing the content.
- Use Google Hangouts or Skype to thank customers on a special occasion (a year of collaboration, for example).
A thank you message can be really meaningful and create very engaging video content. So a business that’s just getting started with videos can shoot short thank you messages and post them on YouTube to encourage customer loyalty and build brand awareness.
- Organize a question-and-answer session with employees or visitors.
- Live stream a conversation with a thought leader or influencer that will interest the company’s audience.
- Live stream internal events to share company culture and events related to opinion leaders.
- Show a live demonstration with the sales team and include a question-and-answer session.
- Film a live presentation with a question-and-answer session.
- Follow a company executive during a typical day.
Get started in video marketing with HubSpot
HubSpot Video is a set of video marketing tools designed to easily integrate this format into a business marketing strategy. These features, directly integrated into the Pro and Enterprise versions of HubSpot CRM, allow you to create, customize and host videos.
Video creation and hosting
From the computer’s microphone and camera, it is possible to create a simple video by filming yourself or recording the screen. The CRM allows the hosting of 250 videos, as well as advanced options to facilitate their integration into web pages.
Because the purpose of creating videos is to serve the marketing strategy, HubSpot Video allows you to integrate call-to-action directly into videos, as well as forms. Enough to significantly increase the capture of leads or the conversion of prospects into customers.
Create lists and workflows for videos
Lists of contacts can also be created to always better adapt the content to the profile of user, prospect or customer. Everything has been thought of to place the video format in a strategic dimension and boost the return on investment.
To go further, download this free guide andfind out how to set up a successful video marketing strategy.