How To Add Video To Your 2023 Marketing Strategy

Marketing is ever evolving, and one of the biggest tools making an impact in the industry is online video content. However, many may not know the best way to plan for video in the upcoming year. Keep reading for 4 tips from a video producer about how to plan and budget for video in your 2023 marketing strategy.

Maximize Your Budget

Everything comes down to one question: what will it cost? All campaigns don’t need the same budget, and that applies with video campaigns too. 

Hope Morely from Umault.com says, “As prospects move down the sales funnel toward a purchase, they don’t need to be razzle-dazzled anymore. They want practical, useful information delivered in an easy-to-digest manner.” Identify where you can maximize your budget to keep funds available for bigger projects earlier in the customer’s journey.

You can also maximize your marketing strategy’s budget by utilizing talent from within. Showcase recent accomplishments with the people who are readily available. Using customer testimonials or charismatic employees to deliver your message on-screen adds authenticity that audiences respond to. Doing so can cut down on production costs in lieu of hiring actors and writing scripts for your video. 

Cut-downs of longer videos are another great long-term investment. A cut-down lets you create new videos by repackaging the primary deliverables. These are great for a consistent social media presence, newsletters, quick-pitches, and more.

Define the Call-to-Action

Audiences are more inclined to “click-through” or reach out with video content. Once marketing goals and messaging are established for a campaign, a video with a “call to action” could be the best option to get clients coming to you.

A call to action is the first step to getting your client to interact with your organization. Follow-up emails, new subscriptions, new donations, scheduling consultations, etc, are all examples of followthrough video marketing can support. The campaign’s bottom line establishes the call to action. Examine your marketing strategy’s goals to determine which projects would benefit from the momentum video has on potential customers.

Plan Around Major Events

Aligning video marketing campaigns with big events gives a helpful and definitive deadline to shape a project’s timeline and budget. If your organization has big events scheduled throughout the year like product launches, shareholder meetings, job fairs, conferences, fundraisers, or other company milestones, those are a perfect place to start. For greater impact, a new video project should coincide with an event people will be thinking about for months. Adding video production onto pre-established projects or budgets can help get the video off the ground.

In addition to planning around company events, consider aligning campaigns with major social events. Using major events as an anchor provides an easier framework to shape the messaging; you’ll already know your target demographic and their interests! When Minneapolis hosted NCAA’s Final Four in 2019, companies around the state jumped on the chance to include basketball and basketball fans in their marketing efforts.

Anticipate Paid Distribution

Getting your content in front of people is the crucial final step in digital marketing. After all, you could have the greatest video in the world, but if no one sees it, it won’t do you much good. Take into consideration the potential expenses needed for paid social media campaigns (“boosts”), distribution, website embedding and development, and any other key ways your company shares content. Including this in your strategy and budget upfront will help ensure your video gets in front of the right people and reaches its full potential.

Planning ahead is key for any marketing campaign. But going into a video project with clear intentions, goals, budgets, and deadlines is going to help in the long run. These tips can help make video an easy fit into your annual strategy. If you have questions or are unsure where to start, schedule a free, no pressure consultation with Blue Key Media to get help designing your best video marketing strategy yet!