Creating a great digital campaign involves creating intelligent content that would boost marketing activities to fulfill your objectives. Everything has to fit together. Videos should not just be made for the sake of producing content. Make and upload videos that are relevant and relatable to your audience. And engage them to address specific marketing goals.
Here are some action steps to follow:
1. Determine your objective.
Think of your digital campaign. Decide what type of videos would align with the content or the Big Message that you have in mind. Make sure to identify your expected results.
2. Define what your product is and what you want to tell about it.
Be clear with what you want to share. Resonate this concept through using the appropriate clips, fonts, colors, etc. Branding is also carried over to your video content. Make sure you don’t go against or veer away from your company’s identity.
3. Identify a call to action.
Investing in content is useless when it doesn’t contribute to your business objectives. Do want your audience to sign up and get a membership package? Do you want them to visit your website? Do you want them to purchase a product? What do you want your audiences to do after watching your video? Include this idea when writing your story or script.
Identify your target audience. Who are you talking to? How big of an audience do they want? Are they on Facebook? Instagram? Snapchat? Periscope? These are only some of the questions to ask.
A mom, a student, an employee would have different lifestyles. They would have different habits when they go online. You have to know to who you’re talking so you can identify the appropriate tone that you can use for your videos. Knowing who your audience is also helps you identify the online platforms where your content should be distributed.
Choose a platform that best reaches out to your audience. Also, understand how long and how frequent they are in a specific platform. There are many online platforms which you can utilize for your digital campaigns and video content. But don’t be tempted to go online in all of them. You just have to be on those platforms which are relevant for you and your audience.
Make sure to identify deadlines and target release dates of your content. Carefully set output delivery deadlines so you can meet your content publishing schedule targets. Then, you can work backwards to see how much time you need to get the job done. Prioritize and always identify key elements. It helps to always go back to your branding and your Big Message. Always be mindful to only do work and create content that is relevant to the business objectives you set.
Know the key roles & the key people who should be part of your team. Creating videos means working collaboratively (if you are not working on content alone). It would help a lot to consider your team’s workflow when plotting out your schedules. Incorporate the processes and steps in your timeline where different people will be involved.
You may also consider outsourcing video content especially if video creation is not your core competency and you wouldn’t want too much of your time on it. In this case, you will need to choose reliable partners who can deliver the message through the video work that they do. While you consider sourced out videos, you will also have to consider the effects of this on your business processes and timelines. Talk to your provider to smooth out the scope of work and timelines.
While you plot objectives for your video content strategies, you must also identify performance indicators to measure if your goals have been met. Always have a post-evaluation of your video content publicity so you can monitor patterns and development, and also check how you can have better content and wider reach in the future.
For more specific numbers, you can utilize Google Analytics where you can keep track of your engagement and measure your advertising ROI. You can also monitor your social networking sites. Facebook would have their own tool that could measure Ad Insights and other social media platforms would also have their own analytics tools like Twitter and LinkedIn. There are different ways of analyzing results which would depend on your video distribution platform. There’s also Wistia that gives you a video heatmap, where you can see the parts of your video where audiences start to drop out. All these measuring tools give you an idea of your video traffic and allow you to tweak your content & make them better.