Video Content Strategy | How To Make The Most Effective Videos
A good video content strategy will guarantee your videos make the most impact to your audience.
What Is A Video Content Strategy?
Your video content strategy answers the questions of “what video content should I make” as well as “where should I use it?”.
These are the two most important questions you need to ask before you start making videos.
If you don’t have a clear video content strategy then to a large degree you’re flying blind, and won’t get the ROI you’re hoping for.
I’ve worked with all sizes of businesses (literally from small startups to crown corporations), and have learned that you need to have a video content strategy.
That’s why in this blog I’ve laid out a clear video content strategy for you to use. All you need to do is follow along.
How To Begin Your Video Content Strategy
The key to a successful video content strategy is to follow what’s called your Buyer’s Journey.
What is a Buyer’s Journey?
Your customer requires trust and understanding of your brand before they make a purchase. In a sense, your customer’s interest increases as they become more familiar with you. Sometimes that happens quickly, but mostly it takes time and multiple points of contact.
Either way, it’s a journey you need to join them on.
Looking at it as a journey helps you gauge where your client is at mentally, and knowing that, you have a better idea of what to throw at them.
Follow them on their journey, and sooner or later they’ll end up as clients.
So how does this relate to your video content strategy?
There are three main stages of your Buyer’s Journey, and each stage requires a different approach to your video production.
I’ve broken it down into three simple stages:
- Create Awareness
- Create Appreciation
- Create Agreement
Let’s look at each stage in depth, and build out your video content strategy based on that stage.
This actually works, and will make your video content strategy the most relevant to your client at all times.
Stage 1: Create Awareness
At the very beginning of your buyer’s journey, always consider that people don’t know you at all.
They may not even be looking for you yet.
It’s like two strangers showing up at a party. Except the “party” is on the internet!
You’re not trying to sell them your product or service yet. You’re just trying to let people know you exist and that you’re doing cool things!
The main place you’ll want to post these videos is social media, and there are two main kinds of video content you’ll want to consider.
Educating people is a great place to start your video content strategy. Videos like this don’t need to be super high end or expensive. They just need to focus on adding value in simple ways.
They can be simple tips you post on Instagram or Tiktok, or you can create 3-5 minute Youtube vlogs as well.
Youtube vlogs are hard work, so my suggestion is to start with the first option and make it feasible to be consistent.
If you enjoy the process, consider longer form content such as 3-5 minute vlogs on Youtube.
Either way, educational videos are a great way to start building relationships and a network of potential leads online.
Here’s a fun example:
The other option for videos at the beginning stage are simply entertaining in nature.
These can be funny videos, or simply aesthetically pleasing.
Again, you’re just showing off what you do in an appealing way. That’s it.
A 2021 survey found that 73% of people on social media want to see “entertaining” videos (HubSpot)
Keep your videos simple and short. 15 – 30 seconds is an ideal length. You can even shoot them on your smartphone. Just make sure you’re either educating or entertaining. Extra points if you do both; let’s call it Edu-taining!
Sometimes, this Awareness stage of video content is enough to get people to make a purchase, because when the time is right, they’ll have your brand top of mind.
However, some client’s require more, and that’s where the second stage comes in.
Stage 2: Create Appreciation
The next (more advanced) stage is about getting prospects to go from knowing about you, to respecting and appreciating you. This is critical for brands that have higher ticket items.
With more cost comes more consideration, and videos at this stage can positively influence someone to invest a bigger amount of money.
Your video content at this stage requires brand differentiation. It’s not about why you exist, it’s about why you’re the absolute best, or the most unique in your category.
The key to succeeding in this is to tell a powerful story. This is where storytelling in business can have a huge impact.
Brand Story Video
My best suggestion for a video at this stage is to have a short (1-2 minute) video that tells a powerful story with your brand.
Now, that could be a personal story such as a founder video, or a video about your mission.
Here’s one example:
But a powerful story can also be less about you, and more about your product or service, especially if it focuses on the threats your brand helps to overcome.
A video like this can resonate with your ideal customer, and that can influence your sales.
When people can see your dedication and your commitment, they begin to appreciate you.
To make a video like this, you’ll need an expert on storytelling. Don’t just make a video where the owner brags about how great they are ( I see this often).
Instead, tell a compelling story. Use creativity to build emotion.
Hire a video company for this type of video, and make sure they have a well developed scriptwriting process.
The best place for consumers to find this video is on your website. This is where people will leave the ever-distracting social media, and really investigate your brand. Put this video near the very top of your home page or landing page, so they can start engaging with it right away.
80% of video marketers say video has directly helped increase sales and 95% of video marketers plan to increase or maintain video spend next year. (Wyzowl).
Oftentimes, this amount of video content will be enough to close more sales. But sometimes you need one more video in the Buyer’s Journey to lock down that sale.
That’s where stage 3 comes in.
Stage 3: Create Agreement
The final stage of the buyer’s journey is the one most neglected when it comes to video content strategy. But it’s still effective.
Your goal at this stage is to prove that you’re worth your price tag, and get them to agree to the sale.
At this stage your prospect is considered a warm lead, with a tangible interest in making a purchase, however, they’ve also got objections (or concerns) holding them back.
They want to make sure they’re absolutely making the right decision and are weighing all the variables. This is completely normal among smart and savvy consumers.
Using video at this stage gives you a serious advantage on closing that sale!
Once your client has signed up, requested more information, reviewed a proposal, etc. hit them with a final trust building video!
The video I recommend most at this stage is a testimonial or a case study video.
Take some time to get clear on your most common client objection (these are usually fears around investments of time or money).
Then film a video where one of your previous client’s handles that objection for you.
This is a brilliant strategy because it takes all the pressure off you to hard-sell or convince.
Your warm lead will be interested to hear what past clients say on camera.
The last time you bought something from Amazon, I bet you checked out the reviews! Having good reviews doesn’t close the sale, but having no reviews will definitely lose the sale.
Reviews are important.
And if written reviews are so important, consider the amazing power of a video review!
Especially if you have one that pinpoints the exact objection your warm lead has, and helps them overcome it.
If your company has sales reps, this is the ultimate tool to equip them with so that they can create yet another trust-point with your potential customer.
If you don’t have a sales team, whoever is in charge of closing sales can send a testimonial video in an email.
People will watch it, especially if they’re really considering your brand.
Here’s a great example of a testimonial video, that helps overcome objections for a business retreat:
Video Promotion Strategy
Don’t feel like you need to have tons of videos in all three stages right away. Just start with one video at stage 1.
Once you’ve gotten comfortable and familiar with using video, then consider adding a video to stage 2. Down the road, make one for stage 3.
Now that you’re in the flow of creating multiple videos, the next step is to get ultra-clear on where you should be posting your videos, and where they can create the most impact.
This is called your Video Promotion Strategy, and it’s important to at least learn the basics.
Your video promotion strategy will help you get the most mileage out of your videos, which means the most bang for your buck.
In the meantime, here is a quick list of places you can focus on posting your videos:
- Email marketing campaigns
- Social media channels
- Email signature
- Sales reps
Good luck, and wishing you and your client a wonderful journey using your new video content strategy.