So, you’ve heard video marketing is a must these days, right? But where do you even start, especially when you don’t have a budget that rivals a Hollywood blockbuster? Don’t worry, we’ve got your back! Here’s a step-by-step guide to help you create a video marketing strategy that works—without breaking the bank or your brain.
1. Figure Out What You Actually Want
Before you grab your camera (or phone), let’s be clear on what you’re trying to do. Do you want more people to know about your business? Drive traffic to your website? Make the cash register ding a little more often? Whatever it is, get specific.
Pro Tip: Instead of saying, “I want more followers,” say, “I want 500 new Instagram followers by next month.” Big difference, right? And way more achievable.
2. Know Your People
You can’t make great content if you don’t know who you’re talking to. Are you trying to catch the eye of teens on TikTok or are you going for the professional crowd on LinkedIn? Knowing your audience shapes everything from the kind of video you make to the platform you post it on.
Fun Fact: If you don’t know your audience, you might as well be throwing spaghetti at a wall and hoping it sticks. Use things like Instagram Insights or Google Analytics to get a sense of who’s watching—and what they care about.
3. Set a Budget That Won’t Make You Cry
The good news: you don’t need to mortgage your house to make great video content. In fact, you can do a lot with just your smartphone, a decent microphone, and some creativity. However, if you’ve got a little wiggle room in your budget, you might want to invest in editing software or hire a pro (hey, that’s where we come in).
Key Areas to Budget For:
- Gear: You don’t need a fancy camera to start; your phone works fine.
- Editing: DIY or hire a freelance editor.
- Promoting: A little ad budget goes a long way.
Pro Tip: Think of video marketing as an investment, not just an expense. If done right, it’s going to bring in more than it costs. Let’s not forget that ROI is your BFF here.
4. Plan Your Content, But Make It Fun
Let’s be real: boring videos are the quickest way to lose viewers. You want to engage, entertain, or educate people—not put them to sleep. What type of videos can you make? Glad you asked!
- Product Demos: Show off your awesome product.
- How-To Videos: Teach people something they didn’t know.
- Behind-the-Scenes: People love getting a peek into how the magic happens.
Pro Tip: Repurpose your content! Turn a 3-minute YouTube video into short clips for Instagram or TikTok. One video, multiple uses—it’s the gift that keeps on giving.
5. Pick Your Platforms Wisely
You don’t need to be everywhere. Seriously, it’s exhausting. Focus on where your audience already hangs out.
- YouTube: For long-form content like tutorials and explainer videos.
- Instagram: Great for short, snappy product showcases.
- TikTok: If your audience is younger, this is the place to be.
- LinkedIn: Perfect for B2B businesses and more professional content.
Pro Tip: You can cross-promote! Post a teaser on Instagram and link to the full video on YouTube. Let each platform do some heavy lifting for you.
6. Stay Organized with a Content Calendar
It’s easy to start off strong, posting videos regularly, then suddenly fall off the face of the earth for three months. (We’ve all been there.) A content calendar will help you stay consistent and keep the creative juices flowing.
Pro Tip: Plan your videos around holidays, special promos, or upcoming events. No need to reinvent the wheel every time.
7. Make Sure People Can Find Your Videos
You could make the best video in the world, but if no one sees it, it’s like throwing a party and forgetting to send out the invites. That’s why you’ve got to optimize your videos for search.
- Title: Use keywords that people are searching for.
- Description: Explain what your video is about, and throw in some links to your website.
- Tags: Help people find your content by using relevant tags.
Pro Tip: Add subtitles! Many people watch videos without sound. Plus, it’s a great way to make your content accessible to more people.
8. Check the Numbers
Want to know if your videos are actually doing anything? Look at the data. Pay attention to things like:
- Views: How many eyeballs are on your video?
- Engagement: Are people liking, commenting, and sharing?
- Conversions: Are viewers taking action—clicking through to your site or making a purchase?
Pro Tip: Analytics aren’t just for nerds. They’ll help you figure out what’s working (and what’s not), so you can adjust your strategy as needed.
9. Experiment (It’s Part of the Fun!)
Not every video will be a hit, and that’s okay. Play around with different styles, lengths, and formats. See what your audience responds to and keep refining your strategy.
Pro Tip: Don’t be afraid to fail. Every “flop” teaches you something about your audience. Plus, you’ll have some hilarious bloopers for the next team meeting.
10. Use Tools and Pros When You Need To
Feeling overwhelmed? You’re not alone. It’s okay to get help. Whether it’s hiring a pro video editor or partnering with a marketing agency like Popart Films, outsourcing can help you get polished videos without spending all your time (or sanity).
Pro Tip: Start small by outsourcing one or two things, and scale up when your budget allows. You don’t have to do it all at once.
Video marketing doesn’t have to be complicated or expensive. By setting clear goals, understanding your audience, and staying consistent, you can create videos that not only look good but drive real results. And if you need a little help along the way, Popart Films is here to guide you every step of the way.
Now go out there and start making some killer videos! (And don’t forget to have a little fun while you’re at it.)
