You know you need video… but you want to ensure that your investment won’t be viewed as an expense. Introducing…. the three-phase video marketing cycle of success (which you’re more than welcome to utilize for applications other than video).
It all starts with strategy. Whatever you’re doing, whether it’s video or another form of marketing, start with a plan based on your goals. Conduct an audit to see what tools you have in your tool belt, discuss the distribution plan for each initiative and brainstorm what will move your audience. Don’t get stuck and let options paralyze your ability to make swift, educated decisions. Create an outline of the videos needed for your goals with your audience’s needs in mind.
In this phase, you are ready to take the bold leap over to production with your trusty video strategy by your side. Begin pre-production with the goal of creating a designed experience that aligns with your strategy. With your overall concepts and video identity, move into the details of each video – the messaging, imagery and logistics. Once the recipe is finished, progress to filming and gather your ingredients. Then, it’s time to edit in post-production.
You planned, collaborated and produced, now let’s distribute. There are three keys to distribution: 1) select the best tools, 2) track for results, 3) interpret the data. Whether it’s a training, sales, marketing, customer support, or recruiting video, your launch plan should be specific and targeted. There are video players that align with each initiative. For example, Wistia integrates with Hubspot, making it easier to track your prospects at an individual level. If your plan is to train folks, check out Inkling. If you want to track video views from your contacts in Salesforce, Vidyard might be the best fit. The point? There are tools for every scenario. Selecting the right tool for the job will make it easier to gather detailed data in a way you can interpret.
Now, it’s time for the most important part of this blog. It’s time to learn from the results, take corrective action and make evidence based decisions. All of this information should be utilized to refine the video strategy, tweak the plan, and produce new content based on information pulled from the data. If your viewers watched video A ten times as much as video B, but video B generated more conversations, what can you do to make more videos like B? In this phase of the cycle, you should be able to make more informed decisions about your next wave of content and continue to improve your results as the cycle progresses.
We hope you enjoyed this article. If you’re doing amazing things with video, share your story below. We’d love to hear more!