WHAT IS VIDEO STRATEGY?

The best video in the world would be seen by no one, if it was in the wrong place, at the wrong time and in front of the wrong people.

Try selling a Manchester United jersey at Anfield. You might meet some absolute fanatics about football, but you’re not going to make any sales.

We’re not shooters for hire. We create with purpose and strategy. We’re a video partner to your business and want to see you achieve your goals. Or we haven’t done our job properly.

We can’t control algorithms and we don’t promise virality but we will strategise with you to give your content the best chance at delivering the outcomes you need.

Your goal (what does this content need to deliver)

Increase sales

Awareness in your local area

Educate 

Decrease calls to customer service

Train staff

Decrease staff turnover

Recruit more ideal staff

Raise money from investors

The goal should be measurable so you can attribute the success of your video to the data.

Buyer persona (Who is your intended audience)

Your audience might not be a buyer, as demonstrated in some of our work in healthcare. Your audience may be patients and your results are more effective care given by the right people.

But your buyer persona is the person you should be able to picture as a real person watching your video.

This can be broken down into;

Demographic - Age, location, salary, marital status, family, hobbies

Problems or desires - People buy based on emotion, if you talk to pain points or desires, you can elicit an emotional response. 

Really think about this section. How was your buyer persona feeling when they felt the pain or desire? What would be the worst case scenario if they didn’t take action, try to agitate this feeling. Then position your business as the solution. The good feeling they now have as a result of your product or service positions you as their hero. People naturally talk about their heroes.

Your brand - What do people love about your brand? Why do they choose you over others?

Your USP doesn’t have to be the one thing that separates you from others, after all there are thousands of businesses: it can be the one thing you are known for doing very well. That can be a focus of your video. If it’s important to your customers, it’s probably important to your audience.

Where do they hang out?

If we create content that is aimed at your buyer persona, we need to know where they are. Remember the Manchester United and Liverpool analogy. Right type of person, wrong place.

If they’re business owners, they’re likely to be on LinkedIn, if they’re homeowners they could be searching for your solution on YouTube, if they’re fitness fanatics, they’re probably on instagram, if they’re students, they’re likely to be on TikTok or YouTube. If they’re patients they could be infront of a TV in a waiting room (with a QR code linked to a questionnaire)

What do they care about?

Once you know who you are targeting and where you are targeting, you need to know what your are targeting with, by thinking back to your goals.

You could be a restaurant struggling to get people through the door on a Tuesday. You could create a student campaign. Cheaper food/drink with a student pass on a Tuesday. Create fast paced social clips of your restaurant for TikTok, instagram and YouTube shorts, have a chalkboard with a hashtag for students to snap photos of, pick a weekly winner who get free cocktails for them and 2 friends. Create demand and give them reason to interact with your brand and come through your doors.

Maybe you’re an independent garden centre, you’re a little more expensive than the big name brands but the busy Mum of two isn’t confident in transforming her garden herself so she might pay to have it done for her. 

Realising that would be out of her budget she goes online to see how much the tools would cost her. The big brands seem a bit expensive and she doesn’t really know what she’s doing. She starts to research how to do it herself to save some money and your YouTube video pops up, she recognises you because her friend saw you on instagram as a local business and her friend knew she was interested in gardening. 

She watches your video showing step by step how to plant new flowers effectively and follows the link to your website. The items are a fraction pricier than the big brands but you’ve helped her, you’ve enable her to to feel like she can do this, and you’ve got a children’s range too so they can help her. You’ve created a warm feeling of precious time with her children.

When you know who you are talking to, where they are, and what they care about, you can move them to take action

Your strategy might go beyond one video, and in nowadays markets, it needs to. It is said that a customer needs around 7-11 touch points with your business before they trust you to make a sale. 

Different types of video work better at different parts of the sales funnel, which you can read about here.

Video content marketing can keep your front of mind, if you are consistently showing up, building trust, and showing you understand your customer.