Four steps to a solid start for your video marketing strategy
Video marketing is a powerful tool for any brand, and its popularity has skyrocketed over the past few years. There are plenty of stats out there that highlight the value of video, including these key ones from Wyzowl’s State of Video Marketing 2023 report:
91 percent of businesses use video as a marketing tool (which means your competitors probably are!)
92 percent of marketers report a positive return on investment (ROI) from videos
87 percent of marketers believe that videos have had a direct and positive impact on sales
90 percent of marketers say that videos have helped them generate leads
89 percent of people say that watching a video convinced them to buy a product or service
91 percent of people want to see more videos from the brands they follow online
Despite the overwhelming evidence that videos can bolster a brand’s success, not every organization out there takes advantage of this valuable marketing tool. In the previously mentioned report, a significant number of survey respondents who don’t use video marketing said they simply don’t know where to start.
Creating a video can be a daunting undertaking, especially because it can require a significant investment in time, energy, resources and money. Whether your organization is hesitant to get started, or if you’ve been doing videos for years, use the following steps to create a solid foundation for your next video project.
Step 1: Decide on a Goal
Before you can pick the style, background music, voice over or even topic of your video, you need to determine what the goal is. Why are you creating this video? What would you consider a successful outcome of someone watching it?
Sample: ABC Association is planning its big annual meeting, which has long been something its members look forward to. However, as many members have been reaching retirement age, attendance has declined in previous years. The association’s goal for their video is to increase registration and breathe new life into the meeting.
Step 2: Identify Your Audience
Once you have a goal in mind, it’s time to pick who your audience is. Some organizations may have a robust customer relationship management (CRM) system, an established brand persona guide, or other analytical tools to help identify the appropriate audience for their goal. If your systems are less developed, ask yourself:
Who is this video for? (refer back to that goal you just established)
Where will my audience watch the video? (demographics are key here; think of where each generation spends their time online)
What is their relationship with my organization? (e.g., prospective member, existing client, general audience, etc.)
What is their level of expertise with the subject of my video?
Once you identify your audience(s), you’ll have a better idea of what the most effective style, tone and placement of your video will be.
Sample: ABC Association has decided to create a video to increase attendance at their upcoming annual meeting. Because many of their existing members are retiring, they want to attract young professionals, either as current members or prospective ones. They know that TikTok and Instagram will be the best platforms to reach this demographic.
Step 3: Determine the Type of Video
With a goal and an audience in mind, you can determine which type of video would be the best fit for both. There are countless types of videos, but some of the most common include:
Brand videos (example: AOE Celebrates 20 Years!)
Demonstration videos (example: ACI University)
Explainer videos (example: Sustainable Pavements: The Role of Concrete)
Event videos (example: ACPA AASHTO Meetings Update)
Announcement videos (example: An Overview of NEU: An ACI Center of Excellence for Carbon Neutral Concrete)
Sample: To grab the attention of their audience of young professionals, ABC Association has decided to do an announcement video with engaging clips from previous annual meeting attendees, exciting facts about the benefits of membership, and anticipation-building shots of the city where the annual meeting is going to be held.
Step 4: Decide the Style
You have the type of video selected – now it’s time to pick a visual style that will bring your message to life. There are many options out there, including these popular styles:
Animation (example: ACI 318 Plus)
Text overlay (example: Ceco Concrete – Luma at Miami Worldcenter)
Mixed media (example: AOE Sponsorship Video for ACI’s Excellence in Concrete Construction Awards Gala)
Live action (example: AOE Digital University Webinar Series: Chat GPT Roundtable)
Photo montage (example: 2022 – A Year in Review for AOE Client Stream + Wetlands Foundation)
Sample: Some styles are particularly well suited for attention-grabbing videos, such as animation and live action—or a combination of the two: mixed media. ABC Association has a lot of assets they want to use for their video, including short interview clips, stock footage showing the host city, text and a few graphics, which makes mixed media their best bet.
The video creation process doesn’t stop there—there are scripts to write, storyboards to lay out, graphics to create, voice overs to record, background music to select, then assembling all the moving parts in post-production to get your final video. However, if getting started is the hardest part for you (and it is for many people!), following these four steps will get you off on the right foot and set you up for success.
To learn more about video marketing, including how to shoot your own video, how to measure success and where your audiences are spending their time on social media, check out our newest e-book or reach out to us today!