How to work video into your marketing plan
We all know making moves is all about planning and execution, that’s why it’s so important to have a marketing plan in 2023. It always has been important but as content and goals move so quickly, in 2023, it’s important to understand where you are and where you want to go with your communication to your audience.
A marketing plan is a document that outlines a company’s overall marketing strategy, including goals, target audience, and tactics for reaching and engaging those company targets. It typically includes information on how a company will get the message to their audience about a product or service, pricing, promotion, and distribution. The marketing plan is used to guide decision-making and allocate resources within the marketing department, external agencies and may also be shared with stakeholders such as investors or boards of directors.
A marketing plan is so important because it provides a roadmap for a company to follow in order to reach its marketing goals and objectives. Without a plan it’s not as easy to track success. It’s important to learn about what works and what doesn’t.
A marketing plan can also help companies to define their target audience, understand their needs and wants, and develop strategies to effectively reach and engage them. Additionally, a marketing plan helps companies to allocate resources efficiently and effectively, and to measure and track the success of their marketing efforts. It also helps to identify potential challenges and opportunities, and to make informed decisions about how to respond to them.
Video is a very important aspect of a marketing plan, we all know by now that video is a highly effective way to engage and connect with target audiences. Not to mention, video has a number of advantages over other types of content, such as text or images.
Video helps:
– Increased engagement: Video is far more engaging than other types of content, and has been shown to increase time on your website and reduce bounce rates.
– Greater emotional impact: Video can convey emotion and storytelling in a way that text and images can’t. Video is proven to create a strong personal connection with the audience, making them more likely to remember and respond to the message.
– Greater shareability: Videos are more likely to be shared on social media and other platforms, which can help to increase brand exposure and reach new audiences.
It is important to note that video should be used strategically and with a specific purpose in mind. It should be included as part of a larger content marketing strategy, and should be designed to achieve specific goals such as building brand awareness, educating customers, or driving sales. The video should be able to reach the target audience and be able to convey the message in a compelling manner. We get an absolute buzz at Colada by working with brands and businesses to combine video into a wider marketing strategy and campaign as we’ve seen fantastic success with this over the years.
Here are a few ways to incorporate video into your marketing plan:
– Define your objectives: Before creating any video content, it is important to define what you want to achieve with it. Are you trying to increase brand awareness, drive sales, or educate customers? Once you have a clear objective, you can create content that is specifically designed to achieve it.
– Identify your target audience: Knowing your target audience is key to creating effective video content. Your target audience should be considered when determining the style, tone, and messaging of the video. This will ensure that the video resonates with the people you are trying to reach. Such an important point! If you’re aiming your video content at 13-16 year olds, using mature messaging isn’t going to help the success of your video.
– Create a content strategy: Develop a content strategy that outlines the type of video content you will create, how often you will release it, and where it will be distributed. This will help you to stay organised and ensure that you are consistently creating content that is aligned with your objectives.
– Optimise your video for different platforms: Different platforms have different best practices for video content. It is important to optimise your videos for different platforms to ensure that they are seen by the largest audience possible.
– Measure and optimise: Use analytics to measure the performance of your video content. This will help you to understand what works and what doesn’t, and optimise future videos to achieve better results.
– Integrate with other marketing channels: Video should be integrated with other marketing channels like email, social media, and websites. This will help to increase the reach and effectiveness of your video content.
– Use video as a storytelling tool: Video is a powerful storytelling tool that can be used to create emotional connections with your audience. Use storytelling techniques to create a compelling narrative that will keep your audience engaged and interested in your brand.
So what’s better a one off or campaign approach to video?
Both one-off pieces of video content and a campaign approach can be effective, depending on your objectives and the resources you have available to create the content needed.
Creating one-off pieces of video content can be a good strategy if you are looking to achieve specific, short-term goals. For example, if you are launching a new product and want to create a buzz around it, a one-off video that highlights the product’s features and benefits can be a great way to generate interest.
On the other hand, a campaign approach can be more effective if you are looking to achieve long-term goals or build a consistent brand presence. A campaign approach allows you to create a series of videos that build on each other, creating a cohesive narrative that resonates with your target audience. This can help to increase brand awareness and build a loyal customer base over time.
So, it really depends on what your goals are, what resources you have and the kind of message you want to convey. If you want to build a strong brand awareness over time, go for a campaign approach.
If you want to create a buzz around a specific product or event, a one-off video can be a good option.If you need help building a marketing plan and would like to chat about how video can fit into your strategy going forward we’d love to hear from you. Let’s chat today!
