It’s not good just having a great marketing video. You need to know where to post your marketing video, too. You need an implementation strategy for your content.
I see a lot of business creating amazing video content, but the truth they genuinely have no idea what to do with it.
In many cases, they’re just flinging s**t at the wall and hoping that something sticks.
But it doesn’t have to be this way! With just a little bit of forethought and effort we can really quickly and simply develop some implementation strategies to get our videos seen by the right people.
So let’s start working out how we do this.
1. Who are your customers?
The first thing we need to do is to identify who our customers are. And in identifying who are current customers are, we can have a look at who our future customers will be.
Let’s think about some of the people who we really love to work with. Those people who we’ve done amazing projects with, and the kind of people that we’d love to work with again.
What kind of similar demographics that they fall into? Is there a shared mindset or other quality that ties them together? Note these things down.
At the same time we can start to think about the kind of people that we don’t want to work with. Again, do they fall into another particular demographic? Do they again have a shared mindset or other similar quality that you can group them together with?
Again, make notes on these things – as these will be useful when working out where to post our marketing video.
2. Where are our customers?
Now we know who our customers are, it’s time to work out where they are. And by this I don’t necessarily mean where geographically! But where can we find them online? Where are we currently engaging with these people?
Some businesses get a great amount of leads from Facebook. Others from Twitter. Some through Instagram.
Many of us, when dealing business to business rely on LinkedIn for those leads.
Some of us will have one platform that dominates the landscape for us. Others might find that it’s a pretty good mix of maybe two or three. Regardless, think about what platforms they’re currently on. And from there we can start to think about the types of video we need to generate for those platforms.
For example, Instagram very much prefers vertical video as opposed to landscape. And they really, really like short video content.
If you’re on Twitter you’re going to need to remember that your video needs to be at most two minutes in length.
If we’re looking at a platform like Facebook – which is an absolute behemoth for video these days – then we need to identify a little bit deeper how we’re connecting with our audience. Are they connecting with us on our personal profiles? Are there certain Facebook groups that they’re members of? Maybe they follow our business pages? Is it a combination of these things?
Make notes on where the audience you want to target is, and we can then combine it with who they are as we look at design our messaging in our video content, and the subsequent CTA’s to get them to engage with us. Ultimately, it’s these platforms where we currently engage with our audience that are the best places to post our marketing video.
3. How to Connect with Our Audience
So we know who our audience is. And we know where they hang it. Now we need to get them to watch our content.
And for the most part, the simple answer is to post, post regularly, and post often.
When you do post, you want to think about the copy that we write alongside our videos. Have you got an attention grabbing headline? Do you have an interesting tagline that gives a promise of value – essentially telling people what they’re about to learn?
And don’t forget to use hashtags. Many people use hashtags to search for relevant content, so make sure you put enough relevant hashtags on your content to attract people to what you’ve posted.
Digging even deeper, we can use paid advertising on almost all of these platforms to reach our target audience. We can dial in really specifically on their traits and interests here, too.
We can re-target warm leads we’ve gained elsewhere, as well as trying to reach as wide a cold-audience as possible. But really think about who and where those prospects are, and how you want to connect with them when you’re creating your video content. Really think about where they are in your sales funnel.
Because if you can really identify the who, where, and how, you’re going to have so much more success with the content that you’re creating.