How To Implement Your Own Video Content Strategy
Despite all the evidence that supports the potential of video, enterprise video adoption almost never happens organically. Your company’s success with video is entirely dependent on the strength of your video content strategy. Without it, the initial enthusiasm for video will wane and you will be left even further behind than when you started. Establishing a plan of action with goals and opportunities to reassess the efficacy of your strategy is crucial to consistently producing quality video that will engage your audience. By following these steps, you will be well positioned to establish video goals that align with your business interests as well as achieve measurable ROI from your video efforts.
Step 1: Identify Your Key Sponsor Authority
In order to implement an effective video content strategy, authority must come from the top down in a way that keeps the whole team on the same page. Identifying a sponsor who can simultaneously champion video while holding their team accountable for reaching their video goals is the best starting point for implementing a new video content strategy. An ideal sponsor must have two main qualities:
Enthusiastic About Video
The sponsor must be excited by the idea of using video and believe in its ability to help a team meet its goals. In this sense, the sponsor is the main video evangelist, winning hearts and minds on the team so that they fully adopt the power of video. They lead the way so that others on the team come to be as excited about video as they are.
Able To Enforce Policy
Enthusiasm will only get your team so far. In order to fully implement your video content strategy, you need a sponsor who can set expectations surrounding video and hold everyone on the team accountable for meeting certain video production goals. A sponsor should be someone who commands some authority in the team, either officially or unofficially, and can develop some sort of regimen or schedule that everyone on the team must adhere to in order to reach video content goals.
Step 2: Goal Setting
Expecting the benefits of video to simply manifest without clearly defining goals is a recipe for failure. Only by having some clear goals from the onset can your video content strategy hope to attain the results you’re looking for. Before you do that, however, you must analyze your business needs and ask yourself what it is you hope to achieve through video.
There are many ways to measure the success of a video content strategy, though not all of them may be relevant to your company or your industry. In order to identify the metrics that matter most to your business, consider what you hope your video content strategy to achieve. Do you want to drive more sales and close more deals? Do you want to increase your email open and click-through rates? Do you want to maximize the number of views of your video in order to generate the most leads? Clearly defining these goals early on will help you shape a video content strategy that meets your needs.
Whatever your specific business needs are, there are five goals you should clearly define in order to get the most from your video content strategy.
First, you’ll want to establish who will be making videos as part of your strategy. For some teams, it may make sense for a few people with a certain title or set of responsibilities to be making videos. For others, it might make sense for the entire teams to be regularly producing their own videos. Clearly defining video making roles early on will ensure that everyone on your team understand their responsibilities with video as well as prevent any duplication of efforts.
Determining the number of videos you want to produce is a clearly definable goal that will position you for success. Start with a small number early on; this will allow your team to adjust to new cadence of video production and allow for you to make adjustments to your strategy before scaling. You can increase the quantity goal later on.
How often you produce and distribute video content will be largely dependent on the needs of your business as well as your industry. Regardless of those needs, the key is to be consistent. Whether you need to produce multiple videos per day or just one or two videos per month, setting frequency goals will help keep everyone on track with their video goals while delivering content at regular intervals.
Different goals call for different kinds of videos. If you’re focused on closing more deals, then you’ll want to produce video content that communicates the value proposition of your product or service. If you want to improve engagement with prospects already in your pipeline, you’ll want to produce videos that personally engage your clients and help bridge the digital gap of communicating over phone and email. Once you’ve identified the kinds of video styles you want your team to produce, you’ll want to control for the messaging and branding of your team’s videos through a shared group of assets available to everyone on the team. For more ideas on video styles, check out the Videolicious Academy for a full library of video formulas as well as tips and tricks.
Lastly, you’ll want to define your metrics for success. How will you measure the overall impact of your video content strategy? Again, this will depend on what kinds of goals you wish to attain. If you want your video content to drive sales, than measuring the number of videos produced that led to sales will be your primary metric. If your goal is engagement, then you’ll want to measure the number of views for each of your videos. You’ll probably want to define goals for a combination of metrics in order to more accurately gauge the impact of your video content strategy and identify trends that will help you refine your strategy moving forward.
Step 3: Training
Successful video content strategies allow for comprehensive training, both of any tools like Videolicious that will enable a team to produce their own video content as well as of basic video literacy. Making sure everyone on your team is comfortable both behind and in front of the camera is essential to consistently producing performing videos that will help your team reach its goals.
A training regimen should include the following:
Video Basics Training
Though this problem is lessening with an increasingly Millennial workforce, many sales and marketing team members struggle with the technical aspects of video production. Basic camera etiquette training, such as how to stabilize your shots, as well as training in other equipment, such as microphones, ensures that everyone on your team is comfortable with the technical aspects of making their own videos. By having your team practice making the styles of video you defined in the goal setting stage, they can quickly grow comfortable with the basics of shooting video.
Otherwise outgoing sales people or marketing professionals often freeze when on camera, uncomfortable at the prospect of talking to a lens and a microphone to deliver their message rather than another human being. For this, there’s nothing better than good ol’ practice and repetition to get your team members feeling comfortable and fluid when on camera. Again, by practicing making the kinds of videos laid out in the goal setting stage, your team will become more comfortable on screen overtime, naturally speaking to customers and prospects through video by the time your video content strategy scales.
Video Production Tool Training
A platform like Videolicious makes video production easy and automatic, but in order to get the most of such tools, it’s necessary to provide extensive training to each member of your team on all third-party tools. Because of this, it’s important to select a video production tool that is committed to customer success and offers ample training and technical support.
For example, at Videolicious we onboard new customers with three training sessions.
A basic introduction to Videolicious, its technology, and our services. Participants in the training download the app, sign in to their accounts for the first time, and learn how producing video content with Videolicious can help teams meet their internal or external goals.
Video Basics Training
A short, 60-minute step-by-step tutorial delivered remotely. Participants learn about the basic features of Videolicious and create simple videos to acclimatize them to the app.
Advanced Video Training
A more comprehensive 60-minute training session. Participants learn how to apply the basic features they learned about in the previous training to make powerful and impactful videos by learning how to optimize the delivery, script, lighting, and tone of their videos.
Step 4: Analysis and Adjustment
After your team has been trained in both basic video literacy as well as any third party tools, it’s time to set them loose and allow them to start producing their own videos. Remember that implementing a video content strategy is a big process; it will take time to iron out the kinks into a cadence that works for your team. Because of this, it’s important to regularly check in with your team to review efforts, measure results, and make adjustments.
The size and distribution of your team will determine how regularly you’ll want to review your video efforts, but generally setting such meets either every month or every quarter works for most organizations. This is your opportunity to analyze the raw data generated by your video content efforts (number of videos, views, shares as well as increases in lead generation, open rates, and sales) as well discuss your team’s successes and challenges with video content creation. What kinds of videos perform best? Which team members are producing the most effective videos? Which customers respond best to video? Discussing these considerations as a team will allow you to identify potentially important trends that will help you to adjust and optimize not only your video content strategy, but also, depending on your use case, your sales, marketing, or overall business strategies as well.
Want to learn how to create your own video content strategy? Download our free ebook to start producing your own high-quality video content today!
Posted on July 12, 2017