VideoHerd
How To Create a Winning Video Marketing Strategy for your Organization
Category: Organic YouTube Marketing
Video marketing is a battlefield all content marketers fight on in the war for attention.
As we wage our battle, we hold two sources of leverage: tactics and strategy.
Determining your tactics and strategy is crucial for your organization's success in using YouTube as a marketing platform.
But before we get too tangled in the weeds, we must differentiate strategies and tactics in the video marketing world.
Fortunately, here's a visual for reference:
What is Strategy in YouTube Video Marketing?
For something to be classified as a video strategy, it must have a high-level 'why' that ties back to your business goals and includes a brief overview of what you are producing that will help you reach those goals.
An example could be something like this:
YouTube Marketing Strategy Example 1:
We're making an eight-part video series that will explore the benefits and drawbacks of different types of house siding. By providing an educational overview of these options, we hope to assist homebuilders in finding a balance between cost savings and durability when selecting building materials. The series will not only highlight the range of siding choices available but also showcase our firm's expertise on this topic as a trusted authority in the architecture field.
As you can see here, the 'strategy' is more of a high-level attack plan dedicated to outlining the reasons why you're using YouTube videos to achieve your overall marketing and business goals while explaining the rationale behind how it will help as well.
What are Tactics in YouTube Video Marketing?
On the other hand, tactics are the nuts and bolts of your plan, which you'll use to make your video marketing an effective operation. Video marketing tactics depend on your goals but can be things like:
How you'll use YouTube's different algorithms to ensure your video is served to your ideal persona at the right time
What kind of 'call to action' you'll use to move people off of YouTube and onto your lead magnets and call to actions
Which keywords you'll target
How you'll story-board the video to ensure maximum engagement
Both strategy and tactics must complement each other to succeed with video marketing on YouTube. If there's a disconnect, it becomes tough to track if YouTubing for your business effectively uses company resources.
How to Create Your Own Successful YouTube Video Marketing Strategy
Get your pen and paper out because we're about to create a cutting-edge video marketing strategy. Follow the steps below and write down your version as we build a robust content direction plan together.
Step 1. Declare Your Content's Intentions
All video content should be made with intent. Many companies jump into YouTube by posting spontaneous videos to capitalize on the video marketing trend.
YouTube video marketing is the inverse of this. Furthermore, your viewers may not appreciate the rapid upload style either, which often causes more harm than progress.
So, to ensure this doesn't happen, you must set out a guideline of intentions for all your videos to follow. This will ensure all content aligns with your video strategy from day one. It will also help your team avoid creating off-topic or irrelevant content that will pull you away from your business goals.
The declaration of content intention should be the first line in your video content marketing strategy. Make sure to write it down above everything else. You'll refine this later.
Fill In The Details
Now that your intentions are clear, you must add some color. Adding detail will help your team stay on course whenever there is doubt about the content you're developing. In this next step, you will combine the Content Intention from above and add more high-level details on what value you plan to bring to your audience and how it will tie back into your marketing goal. Once completed, you should have a concise Strategy Statement at the top of your document explaining one of your video marketing strategies for YouTube.
Outline Your Video Tactics
Don't forget that a strategy isn't complete without tactics to complement it. In this step, it's time to append your strategy with the tactics you'll use to make your video content reach your goals.
A good example is to outline a type of video (ex., on-camera explainer video) and pair it with a targeted keyword you're trying to rank for. For example, Suppose your company is in real estate. In that case, you should have a couple of lines looking like this:
'On-camera explainer videos for negotiating mortgage rates in Nevada'.
These statements are the beginnings of the tactics that you'll use to grow and guide the direction of your business's YouTube channel.
If you're looking to go beyond the explainer video, check out our article on 5 unique ways you can create YouTube Shorts here:
Focus on the Look and Branding
In this section of your video strategy document, you will create a 'mood-board' or a simple note, detailing the colors, fonts, icons, and other creative assets you'd like to include in your channel's videos.
This is crucial if you're starting out on your YouTube channel compared to one that has been up and running for a while.
However, it's time to iron out all branding rules first, so the team can consistently create videos with less friction in the editing room.
If you're stuck, be sure to analyze your favorite creators making videos in a format you'd like to reproduce. Screenshot their sets, backdrops, and lighting set-ups and add these to your strategy outline. At the end of the day, you will have visual inspiration for you and your creative team to work off of when producing videos.
Consider Budgeting
It's easier to make a successful B2B YouTube channel with some marketing money to grease the wheels. In this phase, it can be helpful to outline a budget for the equipment and skills required to make your video strategy a reality.
The budget is essential to show and sometimes ask stakeholders how much monetary investment is required to meet their business goals through YouTube videos.
Below your branding section in your strategy document, list all the expenses you expect to incur for your video marketing strategy. Below is an example of items that may be on your list. Please feel free to replace and remove items depending on what's already existing and at your disposal.
Typical video marketing budget items include:
Software subscriptions
Creative asset subscriptions
Camera(s)
Video lighting gear
Audio equipment
Computer hardware
Freelancers and outsourced talent
Influencers and Collaborations
Congratulations, Your Comprehensive YouTube Marketing Strategy is Prepared!
If you've made it here while writing a few notes, you've successfully created a full-fledged YouTube marketing video strategy.
Now it's time to get it approved by your team and start creating! Remember, if you'd like to help plan a new YouTube marketing strategy for your company, we can help.
Get in touch with us If you want some fresh inspiration for your next B2B YouTube video content.
We offer online sessions to help organizations use their YouTube channels to hit their marketing goals, starting at 99$ a month.
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