How to get started with video marketing?

How to get started with video marketing?

A video marketing strategy is easier than you think, but harder than you'd like. To deploy video strategically, the 3H model from Google can be used or you can work with a classic funnel model as shown below.

Below is an explanation of the key elements of this model:

Target

Use ToFu, MoFu and BoFu as a capstone for your strategy. Choose a project or campaign and it immediately becomes easier to determine the right next steps and content.

Kpis

Determine the right video KPIs for each stage in the funnel and pay special attention to viewtime and attention span. These metrics often say more than classic downloads.

• A white paper download from someone who is never coming back
• Or a viewer who fully watches a 5-minute video and converts weeks later

Questions

Content only has value when you answer your buyers' questions. Make a list of questions and determine the extent to which video can help answer them.

Content

A smart strategy often starts with repurposing existing content before producing completely new videos. This way you add value faster and strengthen your inbound marketing through video SEO.

Video typing

Vary formats to make your strategy more powerful: for example, combine explainer videos, how-to's and Q&A's in different styles.

Channels

Your goals and KPIs determine distribution. YouTube, Instagram and TikTok are approachable and powerful for branding, but provide little insight into who watched your video. For MoFu and BoFu, B2B platforms such as LinkedIn, Vidyard, Vimeo, Loom and Wistia are more valuable.

People

Actors or animations can be useful, but for a strategic approach, it is crucial that several people within the organization are visible and involved.

Tooling

Videos can easily be uploaded to YouTube, but for serious marketing, you want to be able to measure how video contributes to won opportunities in systems like Salesforce, Dynamics, or Pipedrive. That’s why a dedicated video platform is more than just a luxury, and a video marketing strategy is a must—a fool with a tool is still a fool.

"A good start in video marketing often requires nothing more than a smartphone, natural light and a decent audio set. With a few hundred euros, any organization can get off to a professional start."