How to Produce a Successful Video Marketing Campaign

By CROOW Staff Jul 27, 2022
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These days, there is a massive demand for video content from individual creators and businesses alike. The average person is projected to spend 100 minutes per day watching online videos this year, and 54% of consumers reported that they wanted to see more video content from brands and businesses they support. For companies looking to expand their marketing efforts in the future, video is an incredibly powerful tool to grow engagement, expand your reach, and generate high-quality leads.

But video content alone does not guarantee a successful marketing campaign. For marketers, it’s important to form a well-developed strategy that considers when, where, and how to use your videos in a way that works best for your company.

Continue reading for our team’s step-by-step guide for running a successful video marketing campaign that is sure to get the results you want.

Step 1: Establish Your Goals

Your video marketing campaign should fit in nicely with the rest of your marketing plan. There isn’t a singular right way to fit video in with the rest of your marketing materials, what’s most important is a cohesive plan that maximizes the impact of all of your marketing efforts.

If you want to use video in order to target a new audience, be deliberate about your messaging and where you post your videos to ensure that it’s reaching that new audience. If you want your video to replace text or images that you use on your website, in sales material, or on social media, consider using the same messaging you’ve otherwise used. And if you want to supplement your other forms of marketing, consider using video to reach new audiences with the same messaging. For example, you can turn a blog post into a more dynamic and engaging video-form content piece targeting the same audience while using the same messaging, just using a different medium to increase engagement. The same can be said for customer testimonials.

Be deliberate with your goals and how you want to achieve them, and you’ll be well on your way to getting the results you want.

Step 2: Develop Video Concepts

Once you’ve come up with your goals, you can begin to flesh out the type of video content that best matches those goals.

If you are looking for a great first impression on your website, a brand video is often the go-to. If your goal is to grow your social media audience, create content that will work well on your social media profiles. For B2B companies, that could mean more executive thought leadership videos on LinkedIn. If you hope to use video content in your sales outreach, consider using a product highlights video that will help you show off your product in a unique way. For further down the funnel, testimonial videos can be helpful to make the case for your product or service.

Step 3: Storyboard Videos

Now that you’ve established your goals and developed your video concepts, it’s time to begin storyboarding your videos. Storyboarding is the pre-production process where you and your team turn your general ideas into polished, fleshed out storyboards that ensure successful video campaigns. In the storyboarding process, you should think about whether you want to write a full script and use a teleprompter or if you want to have the director help the subject to move the video along a bit more. One thing to be aware of when it comes to scripting is that the video can come off as less authentic – think about who your speaker is and consider whether you think they will read from a teleprompter well.

If you instead choose to use talking points or questions, make sure to carefully prep these video sections in the pre-production process. Asking the right questions and being very deliberate with your talking points can ensure that the video follows the direction you have in mind. If using questions, make sure that your video sections flow nicely into one another so that your video flows cohesively. If using talking points, think about fleshing out all of the talking points for your subject in a way that helps the speaker touch on all of the talking points.

Step 4: Booking and Filming

The make or break for most videos is the filming, of course unless you decide to go the animation direction. Make sure to book your studio time and coordinate with a video production team that has professional equipment in order to ensure that you get the studio-quality video you need. Or, better yet, order through CROOW Studio. CROOW will take care of the entire booking process, vetting the videographers and studio to ensure a high-quality experience and product.

When filming, take the time to do multiple takes of each section of each video to ensure that you get a good cut. Try to cut out and avoid distracting pauses, follow the storyboard, and speak with authority. For insight into what to wear and how to prep for film day, follow our guide here.

Step 5: Provide Revisions

Once your first cuts have been completed, it’s time to provide revisions and get your videos down to final cuts that you’re happy with. While giving feedback, it’s important to know what to look for. Be mindful of the length of your videos, and keep in mind that you want to keep your videos short so as to retain your audience’s attention. Also be aware of awkward pauses, distracting transitions, or issues in the Closed Captions. These are changes that can quickly improve the quality of your video and ensure that the revisions process is seamless and effective.

Step 6: Distribute the Videos

One of the biggest challenges with any video campaign is figuring out the best ways to share your videos effectively. Think about which platforms your videos will perform best on, who your intended audience is, and what you want your videos to accomplish. If you’re posting your video content on LinkedIn, make sure to follow our guidelines in order to maximize engagement.

Even consider boosting your posts in order to get maximum exposure and engagement for your videos.

Step 7: Track KPIs

As you run your campaigns, make sure to keep an eye out for important metrics and track performance. You’ll want to keep a note of how much engagement your videos get, conversion rates, CPL, and impressions. This will help you to understand what works in your video campaign, and to help your next campaign perform better and be better informed.

A successful video campaign takes a lot of prep work, high-quality content, and a well-developed, comprehensive strategy. But all that work is worth it. Video marketing campaigns are dynamic and impactful, helping you get the results that you want and your brand deserves.