If you want to seriously grow your video marketing channel you will need a well thought out plan. This article can serve as your own video marketing plan template. Simply work down, top to bottom, and fill in the information for your brand or person video channel.
When you complete this plan you’ll have a guide showing you:
- Who your viewers will be
- How you’ll reach them
- How you’ll get them to make purchases
- What you’ll do to keep them around
Skipping any part of this ten step video marketing plan template can seriously impact your ability to get the YouTube, Vimeo, or Vine views that you want. Let’s get to work on your video marketing so that you can soon be famous online!
Step 1: Overview and summary of video marketing plan
Yep, step 1 is likely going to actually be your last step as this is where you will summarize your entire plan briefly. You need it here at the beginning though for anyone who will come along and read this later (video marketers you work with, employees, social media managers) to get them up to speed quickly.
First write a single paragraph that summarizes your strategy roughly, then summarize each step below as a bullet point of one sentence in length. Try to be concise, you may be trying to get the attention of someone who’s use to messages of 140 characters or less.
Step 2: Target viewers and consumers
This is where you start figuring out who you want watching your videos so that you can better create video marketing content for them. Be sure to identify their:
- Why they want your product (if you’re a brand)
- What video content they watch already
The more you know about the people who will watch your videos the better your video marketing plan template will be. For those with social media accounts, or a website, be sure to look at your data from these and apply it to your video marketing plan.
If you don’t have any of this, your competitors, and other video marketing channels, are just sitting there waiting to give you more information. Study their content, the people who subscribe and comment, and use an in depth tool like Socialbakers to really crack the outer layer and see what they’re doing.
Step 3: Unique aspect of video marketing channel
You now have a strong idea of who your targeted viewers are, what their interests are, and what they like to watch. You need to now start making a plan for what type of video marketing content you’re going to produce.
The last thing you want to do is try to appeal to everyone. Why? Because absolutely no one finds that appealing! Check out how these successful channels appealed to specific groups of people with unique YouTube channels:
- Red Bull goes Xtreme with action sports
- Pepsi focus on street level pranks and surprises, and add a dash of a music series
- GoPro go hard with first-person perspective user submitted content
- Chanel give beauty tips on using their makeup with each launch, and also have a successful reality show
You can see that these channels have a focus and a style they carry forward. This same strategy works for channels that aren’t affiliated with brands or products. Pew Die Pie, Epic Meal Time, Smosh, and every other truly successful YouTube star became famous through focusing on their unique appeal.
Step 4: Landing page linking strategy
Every video marketing channel, regardless of its goal, has some sort of link that it wants to promote. Are you looking to sell a product? How will you link to that landing page? If you’re a pure YouTube channel with no direct products, how can you use links to keep users interested in you longer? Linking to social media, other videos, and your personal website are common targets.
Regardless of your video’s overall goal you have the same options as far as linking strategies go:
- Link during the video with a YouTube Annotation
- Link at the end of the video with a YouTube Annotation
- Link in the description
Figuring out where your best linking opportunities are will be difficult to predict at first. My personal recommendation is to include them in the description for certain, and at the end of the video. Including them during the video can be tricky, use it with care and link out in a way that doesn’t seem too promotional; YouTube users want to be entertained, not advertised to.
Step 5: New viewer acquisition plan
You can never, ever, be satisfied with your viewership numbers. There’s always someone out there who hasn’t heard of you or watched one of your videos. How are you going to reach them? Can you reach them considering your content strategy?
Most video marketing plan templates will contain a plan for social media marketing, some video ads, links to the online marketing strategy (discussed next), and some sort of promotions that will push shares. This can take place all across the social web, as KconUSA show:
— KCONUSA (@kconusa) June 22, 2015
Here are some more ideas for getting more YouTube views.
Step 6: Link to overall online marketing strategy
A video marketing plan that exists on its own is going to be about as successful at becoming popular as a lone shipwreck survivor has of making friends. Okay, okay, that’s a bit of an exaggeration, but the point is that your video marketing plan will work better as part of an overall online marketing plan.
Of the brands discussed in step 3, take a look around at the rest of their online profile. Visit their website, check out their social media, and try to get an email subscription. Compare them all and what do you get? A larger picture that all fits together. They use similar wording, imagery, content styles, and color schemes so that it all fits together.
Don’t believe me? Going from top to bottom, here are screenshots from Gucci’s YouTube channel:
It all goes together, like high fashion!
Step 7: Viewer conversion strategy
Conversion strategies are the same in a video marketing context as they are in any other. This is how you’re going to turn viewers into sales. Great ways to do this include:
- Improving your sales pitches as you watch conversion numbers with each video
- Bettering your social proof, by highlighting your number of views, can build your viewership number easily as people trust you more if you’re successful
- Incorporating trusted voices into your videos as spokespeople
- Bettering your linking strategy to landing pages and other videos
- Creating in-video incentives and promotions that push people harder to your landing pages
For those who aren’t selling a product, remember that you’re ‘selling’ your video content. This is where you’ll want to work on your strategy for getting more subscribers, and getting them to actually come back and watch your videos regularly.
Step 8: Share and referral strategy
Word of mouth online is just as important as it was before anyone ever typed www in a search bar. The difference now is that you can track your word of mouth on social media, and do a lot to push it further.
You need to figure out a strategy for when you’ll ask people to share your video, and where you’ll ask them for shares. Common strategies include:
- Focusing on social for your shares, while letting the video content speak for itself.
- Having audio and video cues to share. These can be unsuccessful as people aren’t on a platform that’s really built for sharing with YouTube and Vimeo, but can work very well with Vine as sharing is built in easily.
- Using the video across your online marketing to get more shares from your entire online audience. Embed it on the homepage, put it in a blog post, and share it in an email blast.
You don’t have to sit back and wait for word of mouth to spread your video anymore. You can be proactive and push your message yourself and keep your video marketing plan on track to expand forever. Using an incentive program for shares, or just simply thanking those who do share, is your last step in this part of the plan.
Step 9: Viewer subscription strategy
From the steps above you’re going to get your video spreading across the entire Internet. But how are you going to retain those who find your video, especially when you have created a viral video that’s getting out of your hands.
How you’re going to do it is with your subscriber strategy. Every great channel has one, and none of them are subtle about it. Here’s a typical video from the guys at Smosh, who know a thing or two about getting subscribers as they are currently fourth highest in the world. And one of the channels ahead is YouTube. Skip to the four minute mark if you’re allergic to laughing:
Every video ends with its own unique ‘Click the subscribe button so….” tagline, pushing people to give it a click. It’s big, it says ‘Subscribe,’ and they have an audio cue to subscribe to go along with it. It’s not subtle, and it works.
Step 10: Viewership number projections
Yes, you finally get to set your goals for how many views you want on average, target subscriber numbers, and traffic on your website gained through your video marketing. Take the time to look at what your competitors are doing to get realistic goals in place. Then stretch those numbers to where you feel you can reach.
What do you do if you never reach your goals? Take a trip back to the top of this video marketing plan template and start refining your strategy! Video marketing isn’t an exact science. There are guides that can help you lessen your trial and error, like the one you just read, but you’re going to have to learn a little along the way from your data. Revise your plan as you get more data and set yourself up for even more success!
Feature image via Sentavio / Shutterstock