You already know that in the digital marketing world content is king. Looking to add some oomph to your content marketing strategy? Why not try adding video to your plan? Video seems intimidating to most—it’s not something all of us have tons of experience with. And if you’re struggling on a budget, it may not be the first thing on your marketing strategy list. Not sure if this is the right choice for your company? Take a look at these statistics:

  1. Video on social media is shared 1200% more than both text and images together.
  2. According to YouTube, video views grow by 100% each year!
  3. 90% of all users believe that product videos help them making a decision when buying.

If those staggering statistics are enough to convince you video is worth the risk, you’ll need help getting started. Whether you’re a startup or an established small business, here are some of the most helpful strategies to get you on your way.

Understand Your Goal

Before you start filming, you should know exactly what your videos’ purpose is. Most likely you’re trying to sell your products or services. You know that, and your customers know that. But overselling your products via video will only turn your customers away.

Your videos should be informational and entertaining. Remember the statistic above? Your videos should make the audience want to purchase your product by helping them. Your videos should also be share-able. Think of them as a way to advertise your business in a way that’s functional.

If you make your videos an experience for your audience, they’ll be willing to purchase your product, and share the video with the rest of the world.

Decide on Formats and Topics

You should have a strategic plan when it comes to determining which types of videos you’ll create, and the topics you’ll cover. For example, if you’re selling cookware, you’ll want demonstration videos in the mix. These types of videos will be both helpful, and the type of content your audience will want to share with others.

As far as the topics you’ll discuss, make sure they’re relevant to your industry. Not sure where to start? Start with your customers! Has your customer service noticed a trend in questions? Go through your social media channels. Are you noticing your customers referring to specific topics they want more information on? Is there anything your brand needs to address to the masses? Use this to drive the types of topics you’ll include in your videos.

Video Creators

Deciding on who’ll create your videos depends on your budget and creativity. Here are some of the options you have:

  • Your team – If your budget is low, you’ll still be able to create video content with your team.
  • An agency – This option is for those who have a larger budget. You’ll spend more money this way, but you’ll benefit from less work on your end.
  • Influencers – Does your brand have influencers that could create and promote content for you? This is a great option that requires little work on your part.

Call to Action

What’s the point of a great video if your audience doesn’t know the next step? Think of ways you can move your customers to the next step in the buying process. For example, at the end of the video link them to a coupon or offer them a coupon code. Don’t have an online store? Tell them to mention the video in-store and they’ll get a percentage off your product or service.

Not offering any promotions? Let them know how they can reach your website. Ask your audience to share the video or comment.

Your call to action doesn’t have to be extraordinary—simply letting your audience know the next step will promote engagement.

Schedule

Do you already schedule your social media posts? Make the most of your video content by creating a sort of video series. Is there a topic that takes several videos to explain? If there are multiple videos that you’re launching (and you should!) automate them to make things easier on yourself.

Some things to keep in mind when you’re scheduling your video content:

  • Space them accordingly. While you want your audience to want more, you shouldn’t give them all the information at once. Spread your videos out based on your campaign. For example, if you’re creating videos prior to a launch of a new product, start your scheduling for one video per week leading up to the reveal.
  • Drop them at the right time. According to studies, the best time to post videos on YouTube is between 2 p.m. and 4 p.m. (EST) Monday through Wednesday. Do your research—when are the best times to post for your social media accounts? Once you’ve learned the best times, you’ll be able to put your content in front of your audience at the correct times.

The Takeaway

If you’re new to video, it can be daunting to think about adding it to your content marketing strategy. But with video becoming one of the most popular ways for users to get information, you can’t miss out on this opportunity.

As with any other marketing method, don’t jump into it without a plan. Understand your audience, develop how you’ll deliver the content, and make sure you’re delivering the content in a way your customers will see it. Creating videos isn’t easy, but the results will make you stand out against your competitors.