Are you hoarding good content because you’re not sure what to do with it? Ask these 5 simple questions before posting your marketing video – to create maximum impact.
Do you have a video you’ve been meaning to post, but you’re avoiding it and you’re not exactly sure why?
Maybe you don’t feel ready to share it, but you’re not sure what you’re actually waiting for.
Sometimes you can feel so excited about a video that you’re holding onto it – saving it for that perfectly thought-out strategy that’s going to maximize your impact.
But in reality, it’s just gathering digital dust in a folder somewhere.
Regardless of what’s holding you back from actually posting your content, it’s time to take the fear and overthinking out of the process.
Instead, you can replace it with these simple questions.
Here’s a five-step checklist to creating an effective yet simple strategy for posting any marketing video with maximum impact.
5 Questions To Ask Before Posting A Marketing Video
1. What’s your goal?
When it comes to marketing, people often overlook the first and most important step. To create an effective, results-driven video marketing strategy, you have to know your goal. Otherwise, you can’t accurately measure your progress or success, which makes it difficult to course correct if needed, too. It’s crucial to define your ideal destination if you want to head in the right direction.
For example, your goal could be:
- To provide education to your clients and community
- To create brand awareness in a new audience
- To grow a revenue stream
- To update your brand
- To create a community of loyal fans
- To change the way the world thinks about your industry or profession
- To bring people together under a common cause or idea
- The options are endless! What drives you?
Whatever goals you set – make sure you also know what it looks like to successfully achieve them. Key Performance Indicators, or KPIs, are like benchmarks that you can set to make sure you’ve accomplished your goal.
For example, if your goal is to drive more traffic to your website, then a KPI might be the number of new visitors on your website, or the average time users spend on your website. If your goal is to increase audience awareness, then your KPIs could include your video views, number of followers, likes, comments and shares.
Don’t just set specific goals – make sure you know what it looks like to achieve them, too.
2. Who’s your audience?
A specific goal is also important because it helps you determine who you’re talking to – and where they’re at in the customer lifecycle. For example, if your video dives deep into the details of your product or service, it doesn’t make much sense to direct that video toward brand new leads. That video could be better used to target existing clients or warm leads who are ready to buy. On the other hand, a video that gives an overview of your brand – and what sets you apart could be best used to target a new audience and expand brand awareness. You want to attract new eyes and be memorable – not overwhelm your viewers before they’ve decided to trust you.
Once you know who you’re speaking to, it’s crucial to meet them where they are because that’s how you move them forward. Sound complicated? Don’t worry, we’ve got you covered. Read this blog to learn the four main stages of your audience, and how they relate to the customer lifecycle.
3. Where do you want to post it?
Once you’ve identified your goal and who you’re speaking to, you have the necessary information to determine your next question: Where is the best place to post this video? If you want to meet your target audience where they are, then consider the platforms that will lead you there.
For example, let’s say your goal is to expand brand awareness and reach new leads with a video that explains why your brand is different from your competitors. Social media channels are great platforms to reach new leads, especially if you want to invest in a modest ad campaign that targets users outside your current audience.
But consider which social media platforms work best for your goal and your audience. Are you looking for a young audience? Try TikTok. Maybe you offer a business-to-business product, so LinkedIn works well for you. Health and lifestyle products are great on Instagram, while Facebook offers super-specific targeting capabilities. (Don’t miss these tips to boost video engagement on social media either.)
Depending on your goal/audience, you may even want to consider posting your website or landing page, as well as sending it out in your email newsletter. You can also check out this blog for more ideas on places to post your video.
4. How can you promote it?
Your video marketing strategy doesn’t end once you press publish. If you want to increase your chance of meeting your goal – and reaching more people – it’s important to come up with a few ideas to promote your video, too.
An easy way to do this is to simply use it in multiple places. This doesn’t mean post it on every platform, website, email list and blog you can think of. You still want to approach this with a strategy in mind. However, if you decide your video is a great fit for your blog, you might also send out your blog to your email list, as well as promote your blog on the appropriate social media channel. That covers three different platforms but also stays on strategy.
Additionally, you can invest in a paid ad campaign, such as a social media ad. This doesn’t have to be extravagant, just targeted and intentional.
For a more organic strategy, however, you can simply ask the right people to share it for you. Think of this strategy as a networking group for your digital world. In a networking group, your peers refer business to you via word-of-mouth. All you have to do is ask those same people – the ones who already support and believe in you – to share your video on their social media platforms, too. Now your video is exposed to their audience, with their buy-in. It’s a digital referral. You can also ask employees, friends and family to join in.
5. How will you measure your success?
Finally, it’s time to bring your strategy full-circle. Remember those KPIs you set in the very beginning? Give your campaign enough time to work – at least one to three months – and then evaluate your KPIs. You can check in with your progress along the way, too, as a way to course correct if needed.
For example, maybe you notice your video views aren’t as high as you want them to be, so try a couple of these strategies to increase video views, or you switch to a different social media platform. If you know your end goal, then you can check in to serif your progress is on point or needs adjustment.
After all, marketing is a process of trial and error, but ideally, your process is as informed and intentional as it can be – rather than just throwing content online and never checking in to see what’s actually working. That’s why we highly recommend asking these five questions before you publish a marketing video. Over time, these simple questions will become a quick and easy roadmap to creating content that helps you get closer to your marketing goals – one video at a time.
About Our Quality Video Marketing in Santa Clarita
With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect.
Visual Marketing In Santa Clarita
At SchlickArt, we offer more than photography and video services to the Santa Clarita area and beyond. We do our best to provide our clients with marketing expertise and direction every chance we get. We know you need your images and video to help grow your business — that’s why you invest in them, and that’s why we do, too. Please take a minute to search through our blogs to find the visual marketing information that will help your business, or give us a call. We’re happy to help!
About SchlickArt Photography and Video
SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.