In 2024, video isn’t just content; it’s the linchpin of a dynamic marketing strategy. As we welcome a brand new year, it’s imperative to craft a well-considered video content strategy that speaks to your audience, amplifies engagement and boosts brand visibility. We Know Video shares our top tips when it comes to creating a video marketing strategy that’ll set your business up for success in 2024.
1. Establish Clear Objectives
Defining your goals is where you begin. If increasing brand awareness is your goal, then you should probably focus your video marketing strategy on things like ads and social media videos. If you’re more interested in increasing brand trust and customer retention, consider case studies and customer testimonial videos. Whether it’s brand awareness, lead generation, or conversion optimisation, align your video strategy with your overarching business goals. Without clear objectives, you can’t track results.
2. Audience-Centric Approach
Understanding your audience inside out is key to conversions, and it’s important to constantly review this. Conduct in-depth audience research via surveys, social media or even focus groups to uncover your audience’s preferences, pain points, and behaviours. It’s also helpful to understand how they speak, so you can use similar language in your video content that resonates.
3. Content Plan Creation
Create a clear and robust plan for your video marketing. This should include the types of videos you wish to create and the associated goal/audience, along with resource allocation, distribution plan and topline brief. Plan the frequency of your video output across the year, while considering industry trends, seasonal peaks and events, and audience behaviour. We recommend using work management platforms such as Mondays for this, as you can edit your plan in real-time and cross-collaborate with other members of your team.
4. Integration Across Channels
Forget siloing your videos – let your video content permeate through multiple channels where appropriate. From social media platforms to email campaigns – to help maximise your video marketing budget, seamlessly integrate your video content across channels. Consistent messaging and visual aesthetics create a cohesive brand narrative, reinforcing your identity in the minds of your audience.
Hot tip: Hosting your videos on YouTube allows you to capitalise on the platform’s huge reach, and comes with additional SEO benefits. Consider creating some thought-leader content for your specific industry, including How-To videos/tutorials, interviews or other educational resources and host them on YouTube.
5. Keep up to Speed on Emerging Video Trends
Stay on the cutting edge of video marketing by embracing emerging technologies. Engage your audience with interactive video experiences. From clickable CTAs within videos that trigger an action when tapped, to immersive 360-degree content, interactive elements transform passive viewers into active participants. This not only enhances engagement but also provides valuable data on user preferences.
6. Storytelling as a Brand Pillar
Elevate your brand through compelling storytelling, because storytelling sells. Craft a narrative that speaks to your audience and stays with them. This storytelling approach not only builds brand affinity and humanises your business, but it also sets the stage for long-term customer loyalty.
7. Data-Driven Decision Making
Data is your North Star. To know if your video marketing efforts are working, you need to dive into your video metrics (think: views, watch time, shares, click-through rates, and conversions). You’ll then identify trends in audience behaviour that should give you some solid insights into how you can adjust your video strategy to continually improve. Use this data to refine your strategy continually. A/B test different video formats, CTAs, and distribution channels to optimise your approach based on real-time performance data.
And that’s it from us. Follow these video marketing strategy tips and you’ll be sure to set your business up for success this year. Need more advice or a hand putting together your video marketing plan? Give We Know Video a shout at info@weknowvideo.com.au
