3 Questions to Ask When Creating Your Video Strategy

Video is a hot marketing tool, whether posted on social media, displayed on websites or featured in e-newsletters. But where do you begin when it comes to connecting with people via video? Check out these three questions to consider as you navigate thru the video-creating process.

People buy from people they trust. When we think about trust, we think about being able to look someone in the eye, see them in person. Video provides us with a variety of opportunities to do just that. And it isn’t just the video, it’s what you do with it. Let’s explore.

There are a lot of opportunities to use video in today’s marketing landscape. From Facebook Live to webinars to formal video like those on Biz TVShows Online. Many people can even use video on LinkedIn now.

With all of these options, what should you do? First, decide what you want to accomplish with video. Videos should be short and informative, without being salesy. Creating a strategy ahead of time will work wonders for success.

Consider these questions:

Question No. 1: Who do you want to reach?

Question No. 2: What do you want to share with them?

Question No. 3: How would you like them to connect with you after they watch your video?

Let’s dig down a little further into these questions.

Who do you want to reach?

It’s important to know who you are talking to. It can be easy to believe that everyone needs to hear your message. However, if you try to speak to everyone you’ll connect with no one.

Pick a target audience and explore where they receive their information. You can use video in blogs, on social, and in e-newsletters. You can put the video on your home page welcoming people to your site.

Just make sure you know who they are so you can decide where you should be putting your videos.

What do you want to share with them?

Now decide what information they should have. Most videos will be really short—1.5 to 2 minutes in length. Here, you will share a tip, an idea. You can also, however, use video as a tutorial platform. If you have something you really want to teach people to do, use video to show them step by step.

If you are working on a project or event, take some video of the process or planning. When you share that information you are showing excitement for your work. That excitement will be contagious.

How do you want them to connect with you after they watch your video?

You should always have some sort of call to action. Do you want them to watch the next video in a series? How about having them sign up for your e-newsletter? Would you like them to reach out to you about possibly working with you? Or maybe they have a question you can answer.

You could ask them to connect with you online as well, or subscribe to your blog. Whatever it is, think about it and add it onto the end of the video.

Video is continuing to be a major content marketing vehicle. With the variety of places you can put your videos, as well as ways you can create them, there is really no better way to connect with your prospects and clients. Create your own strategy and build that community around your brand. When people can see, and hear you, they realize you know what you are talking about. And they get to decide if they want to keep you in their world. Provide meaningful content, be yourself, and share your videos where your audience can find them. You’ll see how much more you connect with your audience.

Diane Helbig is owner of Seize This Day Coaching.
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    Sessions: Overall and unique

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    • Unique users (formerly referred to as unique visitors)—a metric that tells you how many people are visiting your website

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    John Sammon is the CEO of Sixth City Marketing, a Cleveland-based agency focused on helping businesses create a revenue-generation system through online marketing channels (such as SEO, PPC and social media).

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