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While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way. An example of a S. Just keep in mind what goals video is best suited to meet—it can often be used to help you achieve your existing marketing goals. Joe Pulizzi, Founder of the Content Marketing Institute, recommends you start your content marketing strategy with a mission statement. Your mission should be a simple, one-line statement that answers the following questions:.

To be successful with video, you first need to know who you actually want watching your content.

Video Production and Marketing Strategy Handbook

Defining a target audience—and learning about what they like, what they need, what their pain points are—will help you create video content that connects. Fortunately, this is far from the truth. While a broad reach can be desirable for B2C companies, things are a bit different in the B2B space. When it comes to your target audience, the more specific the better.

Research what their video preferences are: Is it a good medium for reaching them?

Know-How Exchange : Strategy

If so, what types of videos work best? Build a profile of your video audience from there. As you move forward with creating new videos, ask yourself every time which persona the content speaks to and at what point in the customer journey. Think about what story you want to tell, how you can best do that through video, what video styles and types are best suited to sharing that story, what kinds of videos your target audience likes, and more.

Remember that your audience will likely need different video types and messages at different points in their journey. Depending on the stage of the funnel or flywheel, this may constitute what gets the most reach, what gets the most engagement, or what drives the most leads or conversions. Before you plan this portion of your strategy, learn more about video styles and types in Chapter 4.

Your budget for video really depends on the types of projects you outline in your video strategy. Your finances will often dictate the creative avenues you can explore.


B2B marketers cite a lack of budget and a lack of in-house resources as the top two challenges associated with creating video, according to a Demand Metric study. Will you hire an in-house videographer or a video production team? A good way to determine which direction is best for your business is to outline your expected output.

Video Marketing: A Complete Guide To Crushing It With Video | Biteable

The average organization produces videos annually, according to our Video in Business Benchmark Report. This will often make the difference in which production method you choose. The majority of small, medium, and large enterprises use either exclusively internal or a combination of internal and external resources to produce video content, according to our Benchmark Report. This range is pretty standard for a run-of-the-mill explainer video, but again, the budget will change as you opt for higher production values.

All video production houses vary. Whether you hire a dedicated producer or train an existing employee, they should know how to conceptualize, capture, and edit footage from concept to completion depending on their skill set and experience. They should be imaginative, good with metaphors, and have a great sense of your target audience. However, this would be a one-time upfront investment. For many companies, deciding to do production in-house often ends up being more cost-effective in the long-run. Looking for specific equipment recommendations for video production?

Refer to these blog posts about tools for traditional video production and smartphone video production , or find out what kind of equipment you can get for different budget points. You should also consider what video marketing software your team will require to edit, organize, manage, host, and analyze your video content.

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There are a variety of free options as well as ones created specifically for business use like Vidyard. Do some research, check out some demos, and determine what best meets your needs. Depending on the story you want to tell, you may be happy with having employees star in your video or you may want to bring in professional actors to play certain parts. Some companies even have new hires sign this documentation along with on-boarding paperwork. If you plan to make a lot of videos and want employees to feature prominently, you may want to consider something along these lines.

Get your free video budget template and start planning your next video project. However, you might also be outsourcing content to an agency or production house. You definitely want feedback at critical points in the video process, but be mindful of an excess of cooks in the kitchen. Second, there are campaign videos, which usually run for a shorter period of time.

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The big difference here is timing. This element, while important in your general video strategy, is of the utmost importance for video campaigns. You may be trying to sell a product, promote a brand or simply educate your audience. Storytelling develops an emotional connection with your audience, and that encourages engagement.

Know the most critical component of video marketing

There are more people on their smartphones than any other device. Videos are the most shared content on mobile phones. According to Invodo , 92 percent of mobile video consumers share videos with others. Given the popularity of Instagram and Snapchat, shorter videos are especially appreciated. So, instead of creating long videos to increase watch time, switch to shorter ones. Content creators have recorded a lot of success collaborating with influencers. Collaborations help to raise the number of viewers and increase the rate at which the video is shared. Their content should be something your audience is already interested in.

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Image credit: izusek Getty Images. Toby Nwazor. October 24, 5 min read. Opinions expressed by Entrepreneur contributors are their own. More from Entrepreneur.

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