Crafting a High-Converting Video Marketing Plan: A Step-by-Step Guide

They say a picture is worth a thousand words for a reason. 

Nothing grabs the surfer’s interest like graphical videos. Be it social media platforms, web browsing, or online ecommerce web pages, you’ll find tons of highly appealing videos that’ll capture your attention (at least for a while!)

Some of these often invoke an impulsive response, and before you know it, you’re buying things off the advertised ecommerce webpage. 

These videos can be so powerful that they can spread a strong brand message, get you high visibility, and have a conversion rate that can transform your brand persona. This is what a video marketing plan is all about.

But your video plan needs to be crafted just right. How to do that? Read on!

How to Drive Conversion Via Video Content?

You may have made an impactful video with a strong message, but your stakeholders will ultimately ask the same question: Does it lead to sales?

You can use several strategies to make creative video content that sells. We’ll cover the guide in-depth, but at times, using certain strategies like real customer testimonials will definitely pay off.

When customers feel the person speaking in the video could be them, the message goes straight to their hearts. Testimonials also show that the product or company is trustworthy.

7 Steps to Develop a High-Conversion Video Marketing Plan

The best part is that there’s no need to break the bank or learn how to make professional videos for your video marketing plan. 

Here are 7 top strategies that are well thought out and according to today’s market. They will get clients rushing to your websites like anything.

Step 1: Set Objectives

What do you want to achieve from your video? Set up your targets first. You may have a lot you'd like to share, but keep it simple.

Too much information is mind overload, and it will turn people away, so whether the point is to create awareness or invite action, stick to that.

Your video marketing plan can do so much for your brand and product. From creating awareness to helping them decide what works best for them to easy CTAs and exciting offers, your video can provide valuable information while keeping the audience glued.

Check out the top three goals to keep in view when crafting your video marketing plan by 52 Group.

Step 2: Decide the Target Platform

We have many free and easy-to-reach social media platforms. However, you can’t just make one video and expect it to go viral across all platforms simultaneously! Quality matters.

Instead of focusing on the number of channels, consider the type of platforms that matter.

YouTube has over 2 billion monthly users who consume one billion hours of videos daily. They also spend 33 percent of their time watching online videos daily.

According to statistics, 7 out of 10 YouTube viewers saw an ad on YouTube and later bought from the same brand. YouTube should be an active platform in your video marketing plan.

For a healthy mix, think of the top platforms: YouTube, Instagram, TikTok, and Facebook. These 4 platforms are the best for displaying video content.

YouTube Vs. TikTok

TikTok works best for short video clips. It has gained popularity because short-form videos are 2.5 times more engaging than long-form videos. 

On the other hand, YouTube has over 2.5 billion monthly active users. It is also the most popular search engine, so marketers are drawn to it. Click here to view an interesting comparison between the two platforms by IgniteVisibility.

Next, you need to consider your target audience. Determine their demographics, lifestyle, geography, and other essential elements to ensure your video content marketing plan meets their needs. 

Step 3: Type of Video

This includes the video format and content quality. You must align these two aspects with the social media handle where you want to upload the video. Orientation also matters. 

For instance, Instagram and Facebook are best for vertical video clips, while the whole landscape screen works best for YouTube.

Thankfully, if you're looking for a short clip you want to make from your phone, we have many tools to help convert the video format to the desired one. All these details will be part of your video marketing plan.

Another good thing is that we are open to more than just making TV ads. With the latest tools, videos that could be more polished can still work and hit right where you need them to.

Here are some basic types of business videos you can make by Erin On Demand.

1. Educational Video Content

If you want to focus on educating your audience, you can create simple educational videos. Thanks to IGTV and live streams, this is quite simple.

Educational videos sell because the customer doesn't feel compelled to watch them or as if they're being sold anything.

The content needs to be fun and engaging, though. At this stage, you can educate the customers about the product or service and how they can get the most out of it.

Interesting short videos like hacks and tips or teaching the customers about complex products can get instant hits. You can also use webinars and live streams.

2. Explainer Videos

Educational and explainer videos focus on explaining your product or brand to the audience and demonstrating how the product or service can address and resolve a particular concern.

“How-to” videos, for instance, grab the most attention, as people love to learn a thing or two from valuable content.

3. Interviews

Interview videos are an excellent way to introduce a new brand ambassador or influencer to your audience. They also give a face to the brand, which can be a fun and engaging experience for you as the marketer and the customers.

4. Entertaining Videos

Videos that include jokes, pranks, or anything meant to entertain the audience can also spread your message while keeping humor intact. This is another technique for registering your content in customers' minds and building a sense of community with your audience.

5. Product

These videos focus on highlighting the key features of your product. The videos show the product or service while being used.

The technique lets customers visualize using the product in their own homes.

6. Narrative

Give your audience an interesting story to think about. You can use animation or make real-life documentaries about your brand, how the idea for the product came about, or any memory whatsoever.

You don't have to create all types of videos for your content. Just focus on two to three types and create an outline. At this point, also decide the duration of the video.

Videos up to 2 minutes long usually grab the most engagement, but sometimes, videos need to be 15 minutes to over an hour long if the content requires that much length. The audience will stay with you as long as they are getting value from the content.

Also, remember the Call to Action. You may ask them to subscribe to your mailing list or give them your contact number or web address for placing orders.

Step 4: Work on the Content

Now, here’s the heart of the video marketing plan: the content. Think it through before you film or craft the video. You need solid content that’ll sell. Use a video marketing plan template and outline the video (you can also outsource the entire concept).

In this step, you’ll decide on the equipment, script, and other props, tools, or accessories you need to make the complete video.

If you're considering doing it yourself, start with the scriptwriting. Write an engaging script in the most natural and conversational tone possible. Review it a few times and make the necessary edits. Then, move on to the video production marketing plan.

Here are the ten best video editing apps you can use.

Assemble the team or individuals you need in the script. Choose a suitable setting, keeping the lighting and background details in mind. Start shooting!

Next, send the video for professional edits. Ensure the outsourced team checks for licensed music and other legalities. Now, you can publish your video or schedule it for later publishing.

Step 5: Post-production 

Stick to the timelines for planning and executing the shoot. You also need to have enough time at the end for post-production edits.

Some videos may be easy to edit, while others require extensive editing. It's best to be prepared for the wrist case scenario.

For instance, you may need to edit the music, fix the sequencing of slides and captions, add CTA screens, etc. Make sure you plan and schedule time for all these steps.

Step 6: Promote Your Video

Now that your video is ready, it's time to share it with the world. Use tools like Sprout to schedule when you want it to go live. You can also use YouTube tags and other privacy settings.

In your video marketing plan, you can also schedule and share the same videos on other social media platforms, like Twitter, and promote them, too. 

You can promote different clips of the same video, so you won't have to reshoot every time. As long as it's crafted creatively, just one video is enough content to last you at least a month.

Step 7: Gather Insights 

You can easily find various metric analyses to see how your video is doing. Go deep into the stats and check the number of views, reach, shares, likes, and comments it gathers on social media. 

All these social media channels have built-in tools, too, to help you analyze your content's performance. 

For more understanding, here’s a complete video on how to make a marketing video using VEED STUDIO. 

4 Winning Tips for Crafting a Video Marketing Plan

Every brand or company today would be following more or less the same steps to create fun and engaging videos as part of their video marketing plan. So, what makes you stand out? Here are some effective strategies to win it!

1. Do Your Homework

A video marketing plan involves more than shooting and uploading a video. You also need a thorough understanding of your market and consumer minds.

Your content should resonate with your audience. You must be psychologically aligned with their minds to identify their needs before they can even word them out.

So, conduct thorough market research and brainstorm with your team to find innovative solutions to their problems. 

2. Repurpose Your Video

Repurposing is almost like recycling. When you work on your existing content and transform it into educational content or success stories, you repurpose it. This strategy can be groundbreaking for your brand. 

For instance, removing the music can repurpose your video content into a podcast episode. The same existing content can become valuable to you and your clients without any work hassle. 

Here are some exciting hacks by VEED STUDIO that’ll save time and help you repurpose old videos.

3. Add User Generated Content (UGC)

The aspect that matters most in your video marketing plan is giving the customers something they can relate to in your video. 

Here’s what User Generated Content is and how it can help your campaign by Inbound Explained.

Incorporating old clients' or users' videos in your marketing campaign will be applauded for its genuineness. People will feel more connected when they see someone like them talking or doing something in the video rather than viewing paid actors. 

If users put up their videos, the words will be more believable. 

Pay attention to the clip and ensure it is uploaded on your website and other social media platforms.

4. Go for Vertical Shots 

Since you'll be putting the video on TikTok, Facebook, and Instagram, these platforms are more suited for Vertical videos. So, make sure you go for vertical shoots.

Although users can turn their mobiles to change the orientation of videos on the platform, they seldom do the same for advertisement videos.

Here’s one way by which Adobe In a Minute can convert your portrait videos to landscape to suit the YouTube target audience.

Wrap Up

Crafting a video marketing plan is a comprehensive task. You need a lot of creativity, planning, and flexibility to ensure the video hits the bullseye.

Remember, things are not only about the bottom line. To make the plan work, you need to build lasting, solid connections with your target audience, and video content has all the bells and whistles for that.

But you need to start working right away for the plan to work. Pick up your camera, draft the video marketing plan, and get down to its execution! 

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May 19, 2024

Crafting a High-Converting Video Marketing Plan: A Step-by-Step Guide

blog
Video content

They say a picture is worth a thousand words for a reason. 

Nothing grabs the surfer’s interest like graphical videos. Be it social media platforms, web browsing, or online ecommerce web pages, you’ll find tons of highly appealing videos that’ll capture your attention (at least for a while!)

Some of these often invoke an impulsive response, and before you know it, you’re buying things off the advertised ecommerce webpage. 

These videos can be so powerful that they can spread a strong brand message, get you high visibility, and have a conversion rate that can transform your brand persona. This is what a video marketing plan is all about.

But your video plan needs to be crafted just right. How to do that? Read on!

How to Drive Conversion Via Video Content?

You may have made an impactful video with a strong message, but your stakeholders will ultimately ask the same question: Does it lead to sales?

You can use several strategies to make creative video content that sells. We’ll cover the guide in-depth, but at times, using certain strategies like real customer testimonials will definitely pay off.

When customers feel the person speaking in the video could be them, the message goes straight to their hearts. Testimonials also show that the product or company is trustworthy.

7 Steps to Develop a High-Conversion Video Marketing Plan

The best part is that there’s no need to break the bank or learn how to make professional videos for your video marketing plan. 

Here are 7 top strategies that are well thought out and according to today’s market. They will get clients rushing to your websites like anything.

Step 1: Set Objectives

What do you want to achieve from your video? Set up your targets first. You may have a lot you'd like to share, but keep it simple.

Too much information is mind overload, and it will turn people away, so whether the point is to create awareness or invite action, stick to that.

Your video marketing plan can do so much for your brand and product. From creating awareness to helping them decide what works best for them to easy CTAs and exciting offers, your video can provide valuable information while keeping the audience glued.

Check out the top three goals to keep in view when crafting your video marketing plan by 52 Group.

Step 2: Decide the Target Platform

We have many free and easy-to-reach social media platforms. However, you can’t just make one video and expect it to go viral across all platforms simultaneously! Quality matters.

Instead of focusing on the number of channels, consider the type of platforms that matter.

YouTube has over 2 billion monthly users who consume one billion hours of videos daily. They also spend 33 percent of their time watching online videos daily.

According to statistics, 7 out of 10 YouTube viewers saw an ad on YouTube and later bought from the same brand. YouTube should be an active platform in your video marketing plan.

For a healthy mix, think of the top platforms: YouTube, Instagram, TikTok, and Facebook. These 4 platforms are the best for displaying video content.

YouTube Vs. TikTok

TikTok works best for short video clips. It has gained popularity because short-form videos are 2.5 times more engaging than long-form videos. 

On the other hand, YouTube has over 2.5 billion monthly active users. It is also the most popular search engine, so marketers are drawn to it. Click here to view an interesting comparison between the two platforms by IgniteVisibility.

Next, you need to consider your target audience. Determine their demographics, lifestyle, geography, and other essential elements to ensure your video content marketing plan meets their needs. 

Step 3: Type of Video

This includes the video format and content quality. You must align these two aspects with the social media handle where you want to upload the video. Orientation also matters. 

For instance, Instagram and Facebook are best for vertical video clips, while the whole landscape screen works best for YouTube.

Thankfully, if you're looking for a short clip you want to make from your phone, we have many tools to help convert the video format to the desired one. All these details will be part of your video marketing plan.

Another good thing is that we are open to more than just making TV ads. With the latest tools, videos that could be more polished can still work and hit right where you need them to.

Here are some basic types of business videos you can make by Erin On Demand.

1. Educational Video Content

If you want to focus on educating your audience, you can create simple educational videos. Thanks to IGTV and live streams, this is quite simple.

Educational videos sell because the customer doesn't feel compelled to watch them or as if they're being sold anything.

The content needs to be fun and engaging, though. At this stage, you can educate the customers about the product or service and how they can get the most out of it.

Interesting short videos like hacks and tips or teaching the customers about complex products can get instant hits. You can also use webinars and live streams.

2. Explainer Videos

Educational and explainer videos focus on explaining your product or brand to the audience and demonstrating how the product or service can address and resolve a particular concern.

“How-to” videos, for instance, grab the most attention, as people love to learn a thing or two from valuable content.

3. Interviews

Interview videos are an excellent way to introduce a new brand ambassador or influencer to your audience. They also give a face to the brand, which can be a fun and engaging experience for you as the marketer and the customers.

4. Entertaining Videos

Videos that include jokes, pranks, or anything meant to entertain the audience can also spread your message while keeping humor intact. This is another technique for registering your content in customers' minds and building a sense of community with your audience.

5. Product

These videos focus on highlighting the key features of your product. The videos show the product or service while being used.

The technique lets customers visualize using the product in their own homes.

6. Narrative

Give your audience an interesting story to think about. You can use animation or make real-life documentaries about your brand, how the idea for the product came about, or any memory whatsoever.

You don't have to create all types of videos for your content. Just focus on two to three types and create an outline. At this point, also decide the duration of the video.

Videos up to 2 minutes long usually grab the most engagement, but sometimes, videos need to be 15 minutes to over an hour long if the content requires that much length. The audience will stay with you as long as they are getting value from the content.

Also, remember the Call to Action. You may ask them to subscribe to your mailing list or give them your contact number or web address for placing orders.

Step 4: Work on the Content

Now, here’s the heart of the video marketing plan: the content. Think it through before you film or craft the video. You need solid content that’ll sell. Use a video marketing plan template and outline the video (you can also outsource the entire concept).

In this step, you’ll decide on the equipment, script, and other props, tools, or accessories you need to make the complete video.

If you're considering doing it yourself, start with the scriptwriting. Write an engaging script in the most natural and conversational tone possible. Review it a few times and make the necessary edits. Then, move on to the video production marketing plan.

Here are the ten best video editing apps you can use.

Assemble the team or individuals you need in the script. Choose a suitable setting, keeping the lighting and background details in mind. Start shooting!

Next, send the video for professional edits. Ensure the outsourced team checks for licensed music and other legalities. Now, you can publish your video or schedule it for later publishing.

Step 5: Post-production 

Stick to the timelines for planning and executing the shoot. You also need to have enough time at the end for post-production edits.

Some videos may be easy to edit, while others require extensive editing. It's best to be prepared for the wrist case scenario.

For instance, you may need to edit the music, fix the sequencing of slides and captions, add CTA screens, etc. Make sure you plan and schedule time for all these steps.

Step 6: Promote Your Video

Now that your video is ready, it's time to share it with the world. Use tools like Sprout to schedule when you want it to go live. You can also use YouTube tags and other privacy settings.

In your video marketing plan, you can also schedule and share the same videos on other social media platforms, like Twitter, and promote them, too. 

You can promote different clips of the same video, so you won't have to reshoot every time. As long as it's crafted creatively, just one video is enough content to last you at least a month.

Step 7: Gather Insights 

You can easily find various metric analyses to see how your video is doing. Go deep into the stats and check the number of views, reach, shares, likes, and comments it gathers on social media. 

All these social media channels have built-in tools, too, to help you analyze your content's performance. 

For more understanding, here’s a complete video on how to make a marketing video using VEED STUDIO. 

4 Winning Tips for Crafting a Video Marketing Plan

Every brand or company today would be following more or less the same steps to create fun and engaging videos as part of their video marketing plan. So, what makes you stand out? Here are some effective strategies to win it!

1. Do Your Homework

A video marketing plan involves more than shooting and uploading a video. You also need a thorough understanding of your market and consumer minds.

Your content should resonate with your audience. You must be psychologically aligned with their minds to identify their needs before they can even word them out.

So, conduct thorough market research and brainstorm with your team to find innovative solutions to their problems. 

2. Repurpose Your Video

Repurposing is almost like recycling. When you work on your existing content and transform it into educational content or success stories, you repurpose it. This strategy can be groundbreaking for your brand. 

For instance, removing the music can repurpose your video content into a podcast episode. The same existing content can become valuable to you and your clients without any work hassle. 

Here are some exciting hacks by VEED STUDIO that’ll save time and help you repurpose old videos.

3. Add User Generated Content (UGC)

The aspect that matters most in your video marketing plan is giving the customers something they can relate to in your video. 

Here’s what User Generated Content is and how it can help your campaign by Inbound Explained.

Incorporating old clients' or users' videos in your marketing campaign will be applauded for its genuineness. People will feel more connected when they see someone like them talking or doing something in the video rather than viewing paid actors. 

If users put up their videos, the words will be more believable. 

Pay attention to the clip and ensure it is uploaded on your website and other social media platforms.

4. Go for Vertical Shots 

Since you'll be putting the video on TikTok, Facebook, and Instagram, these platforms are more suited for Vertical videos. So, make sure you go for vertical shoots.

Although users can turn their mobiles to change the orientation of videos on the platform, they seldom do the same for advertisement videos.

Here’s one way by which Adobe In a Minute can convert your portrait videos to landscape to suit the YouTube target audience.

Wrap Up

Crafting a video marketing plan is a comprehensive task. You need a lot of creativity, planning, and flexibility to ensure the video hits the bullseye.

Remember, things are not only about the bottom line. To make the plan work, you need to build lasting, solid connections with your target audience, and video content has all the bells and whistles for that.

But you need to start working right away for the plan to work. Pick up your camera, draft the video marketing plan, and get down to its execution! 

Don't forget to share this post!