Video is a game changing tactic in the digital marketing space. Not only does it appeal to Google and improve your SEO, but it gives your company a voice. In today’s consumer market, people are looking for a company with personality. They want to know who you are before making the decision to buy.

The best way to do that? Video.

This medium is quickly becoming the best way to connect with consumers. 57% of consumers said that videos helped give them the confidence to buy online. With numbers like this, you can’t afford NOT to utilize videos in your website.

So what does it take to create and leverage videos for more page views, more clicks, and more sales?

Start with a well thought out Video Blueprint. Here’s how:

Step 1. Understand the purpose and audience behind your video.

While the knee jerk reaction to this statement is to get more sales, try to think deeper than that. Of course the end goal is to get more buys, but how are you going to get the consumer do it?  Ask yourself the following:

• What message are you trying to convey to your audience?

• What actions do you want them to take after they view?

• Who are you making this video for?

• Is this video for return viewers, or for someone looking at your company for the first time?

Maybe you’re trying to educate homeowners about a product you offer, or looking for college students to promote an event on social media. These two examples would benefit from drastically different videos, which is why it’s crucial to clearly define your intent before moving on.

Step 2. Create a Video Storyboard.

Now that you know what you want to accomplish, its time to get creative. Sit down with your team and start drafting video ideas. This is where you decide the format of your video, as well as the story line and characters.

It’s important that you keep in mind your intent and audience as you create your story board. Example: If you’re targeting homeowners with a home improvement product, create videos that show your product in action.

Step 3. Decide how to create your video.

Yes, this is step number 3. You need to know what you’re building before you build it.

Looking to produce a webinar? You could make it yourself with a good headset and the right software.

If animations are more your style, take a look at this list of free downloadable software.

If you’re aiming to work with a professional team that understands your vision and excels at creating high quality videos at a low cost, we can help you out.

Step 4. How will you share your video?

Now you have high quality video geared towards your target audience. But where to put it, and how to get people to watch it?

This is where your video strategy comes in. Are you going to run your video in a Facebook ad? Do you plan on pairing it with an article on your site? The answers to these questions tie back to your intent.

Step 5. Measure and repeat.

It’s almost time to release your first batch of videos. Before you do, make sure you have a clear plan to measure your results. Some good measurements  to look at are Play Rate and Watch Rate, as well as your shares and likes on social media.

Paying attention to the numbers helps you give your audience what they want. When they get what they want, they keep coming back. These repeat customers progress through the sales funnel and become loyal customers. Having a detailed video strategy in place before you begin helps ensure you have high quality video and stay within your budget.