The other day, I met up with my friend Alex, who runs his own company. Alex was clearly stressed and frustrated.
“Business just isn’t growing,” Alex said, rubbing his temples. “We’ve tried everything—blogs, social media posts, email campaigns—but nothing seems to work. I’m really at a loss here.”
I took a sip of my coffee and leaned in. “Have you thought about focusing on video marketing? Specifically, creating animated videos?”
Alex looked intrigued but skeptical. “I’ve heard about video marketing, but I’m not sure how to start or if it’s even worth the investment. Does it really make that much of a difference?”
“Absolutely,” I replied. “Let me walk you through building an effective video marketing strategy from the ground up. It can make a world of difference.”
“First, you need to define your objectives,” I began. “What do you want to achieve with your videos? Is it brand awareness, lead generation, or increasing sales?”
Learn more about setting marketing objectives here.
Alex nodded, thinking. “How do I figure out which objective to focus on?”
“Look at your overall business goals and see how video can help achieve them. Clear objectives will guide your entire strategy and help you measure success.”
“Next, you need to understand your audience. Who are they? What are their interests and pain points?”
Alex looked thoughtful. “We have a general idea, but how do we get specific?”
“Use analytics tools to gather data on your audience’s demographics and behavior. Conduct surveys and engage with them on social media. The more you know about your audience, the more effectively you can tailor your videos to their needs.”
At Eleven Gates, we specialize in tailoring video content based on in-depth audience insights.
“Not all social media platforms are created equal,” I explained. “You need to choose the right platforms for your videos.”
Learn which platforms work best with this Sprout Social article on social media platforms for marketing.
Alex raised an eyebrow. “Which platforms should I focus on?”
“It depends on where your audience spends their time. For example, younger demographics might be on TikTok and Instagram, while professionals might be on LinkedIn. Each platform has its strengths, so tailor your content accordingly.”
Our team at Eleven Gates can guide you in choosing the right platforms for your video marketing strategy.
“Now, this is where the magic happens,” I said. “You need to create content that grabs attention and keeps viewers engaged.”
Alex leaned in, eager. “What makes content compelling?”
“Focus on storytelling. People love stories, so weave a narrative into your videos. Use high-quality visuals, engaging scripts, and captivating animations. Keep your videos short and to the point, especially for platforms like Instagram and TikTok.”
“It’s not just about creating great content,” I continued. “You also need to optimize it for each platform.”
Alex seemed puzzled. “What do you mean by optimizing?”
“Each platform has its own technical requirements and best practices. For instance, videos on Instagram should be vertical, while YouTube prefers horizontal. Pay attention to video length, aspect ratios, and thumbnail designs. Use relevant hashtags and keywords to boost discoverability.”
“Once your videos are ready, you need to promote and distribute them effectively,” I said.
Alex nodded. “How do I do that?”
“Share your videos across all your social media channels. Collaborate with influencers and partners to expand your reach. Use paid advertising to target specific audiences. Don’t forget to include a call-to-action, encouraging viewers to like, share, and comment.”
“Finally, it’s crucial to analyze your results and adjust your strategy accordingly,” I concluded.
Alex looked interested. “What should I be looking for?”
“Track metrics like views, engagement rates, click-through rates, and conversions. Use these insights to understand what’s working and what’s not. Be ready to tweak your content, timing, and distribution strategies based on your findings.”
“So, Alex,” I said, wrapping up our conversation. “These seven steps can help you build an effective video marketing strategy from the ground up. Define your objectives, understand your audience, choose the right platforms, create compelling content, optimize for each platform, promote effectively, and analyze your results. Video marketing, especially animated videos, can significantly boost your business growth.”
Alex smiled, looking more hopeful. “You’ve given me a lot to think about. I’m ready to give video marketing a shot. Can your agency help us get started with some animated videos?”
“Absolutely,” I replied with a grin. “We’ll create some amazing content that will help your business grow.”
Check out Eleven Gates for more.
ELEVEN GATES was created with the aim to work collaboratively with clients and to break down the silos that keep brands from providing meaningful customer experiences.
