4 Steps to Improve Your Video Marketing Strategy for 2020
It’s a brand new year! Which means, it’s time for the all-important question…
Is your video marketing strategy ready for 2020?
Well, don’t worry — because you’re about to whip it into shape!
In today’s article, we’ll take you through a simple 4-step process designed to improve your video marketing strategy: to align it with your business goals, make it easily measurable, and connect it with your day-to-day marketing efforts.
Read on, and you will learn:
- How to set better video marketing goals for the year ahead
- How to make even the most ambitious year-end goal easily achievable
- Why you need to pay close attention to your video marketing metrics
- How to build your strategic video marketing playbook for 2020
And more. Let’s dig in!
Step 1. Reevaluate your video marketing goals for 2020
Ask yourself: what’s the #1 thing you want to achieve this year with your video marketing strategy? It could be:
- More views on your marketing videos
- More subscribers on your brand’s YouTube channel
- More leads in your sales pipeline
Your 2020 goal can be anything you want. And once you get a pretty good idea of what it is… let’s take it from “pretty good” to “specific, actionable, and measurable”!
For example, let’s say that you want to grow your company’s YouTube channel this year — so you can reach highly targeted viewers on demand, and convert them into paying customers over the long term.
Great! Now, how many subscribers are we talking about?
If you’re building up the channel from scratch, you can start small — say, with 5-10,000 subscribers. But if your brand already has a sizable YouTube presence, then a relative goal might be better — like growing your channel to 2x or 3x the number of subscribers.
Working from this number, define two more milestones to help you plan your video marketing efforts:
- The “good enough” goal — smaller than your #1 objective, but still big enough to mean that your video marketing strategy was an overall success. Use it to gauge your progress during the year. If you hit it early, you know you’re doing well! But if you struggle to hit even that, you know it’s time to step back and reevaluate what you’re doing.
- The “outrageous”/stretch goal — a bonus objective you can pursue after you’ve hit your original goal. That way, you can maximize your momentum and motivate your marketing team for the rest of the year!
Step 2. Working backwards, set smaller “in-between” goals
Now, having a huge year-end goal staring you in the face isn’t very helpful. If anything, it’s nerve-wracking!
It’s not enough to just tell your team, “I want our YouTube channel to have a gazillion new subscribers by December 31st!” You also need a specific plan for how to get there.
That means, you want to break down your ambitious long-term objective into smaller, manageable targets. Here’s how:
First, take your year-end goal and divide it by 12 — or however many months you have left in your video marketing strategy for 2020. This will give you an average monthly goal to focus your efforts on.
Then, repeat the process with the number of weeks and days left in the year to get your weekly and daily targets, respectively.
Staying with our earlier example, if your main 2020 video marketing goal is to get 10,000 new subscribers on YouTube, then your targets are:
- 834 subscribers per month
- 209 subscribers per week
- 30 subscribers per day
(We rounded all the numbers up to make them whole.)
Now, you might say, “Hey, you’re assuming that my subscriber growth is going to be linear all year! Also, you’re not accounting for attrition.” That’s right, you smarty pants! For two reasons:
- This is just a rough back-of-the-napkin blueprint designed to help you get started, it’s not set in stone.
- If you need to create the world’s most accurate and reliable plan before you do anything, you’ll never take action!
Step 3. Determine your key metrics
Now it’s time to determine how you’ll measure the progress towards your video marketing goal for 2020. That means:
- Identifying the key metrics to keep an eye on
- Choosing how frequently you’re going to measure them
This process seems very obvious on the surface — but it isn’t always. Here’s what we mean…
If your objective is to get 10,000 YouTube subscribers, then it stands to reason that your most important metric is going to be your total subscriber count. Right?
Well, not quite.
Your total number of subscribers is important, for sure. But you also want to keep an eye on your daily subscriber growth — i.e. the difference between the number of subscribers you gain every day vs. how many people you lose to unsubscribes.
For example, you might be gaining 10 new subscribers every day and losing 5, which means that your growth is to be +5/day. Or you could be gaining 10 but losing 15, making your channel growth negative!
Either way, this non-obvious metric is much more useful to track than your total subscriber count, as important as it might seem. And you might want to focus your video marketing strategy on maintaining a positive daily growth and increasing it as you go.
And then, there are other metrics you might want to measure that contribute to your main goal. I.e., if your goal is to get more YouTube subscribers, then you want to pay attention to:
- Your impressions click-through rate, which represents the percentage of people who come across your videos and click through to watch them. The higher it is, the more relevant your videos are and the more potential subscribers you could get.
- Card click-through rate tells you how many people click your calls to action at the end of each video. If you put a CTA to subscribe to your channel at the end, this metric directly represents how many viewers convert into subscribers.
- Unique viewers vs. total subscribers shows you the actual size of your audience, and how many potential subscribers you have. If you can expand your total viewership, your subscriber growth can accelerate as a result.
- Keywords represent the top search terms that send people to your videos. These can help you optimize your video metadata to make your content more discoverable, and even give you useful insights on what content topics to cover in future videos.
- Traffic sources show you how people find your videos, which tells you what video marketing channels to prioritize if you want more viewers and subscribers.
Step 4. Create your strategic playbook
Just to recap — by this point, you have:
- Set a clear video marketing goal for 2020
- Broke it down into manageable milestones
- And defined the key metrics to measure
Now it’s time to craft the actual strategies that will get your business closer to your goals — a.k.a. the fun stuff!
For obvious reasons, this step is the least specific and the most open-ended. The exact strategies you choose for your 2020 video marketing efforts will depend on what your goal is, how ambitious (or not) it is, and which metrics you’ll be emphasizing.
But why don’t we stick with our earlier example of getting 10,000 subscribers? Now, let’s see what kinds of video marketing strategies could help you achieve this goal.
You know that your target is 30 new subscribers per day, 209 per week, and 834 per month respectively. Hypothetically, you could just reach out to X number of people every day and pester them to subscribe to your YouTube channel…
…but you don’t need us to tell you why this “strategy” is terrible and inefficient!
So instead, let’s go for a combination of:
- Leveraging your existing audience. If you have people on your email list plus some social media followers, it would be very easy to promote your YouTube channel once a week to them. You could share links to older videos, link to the channel in your Facebook/Twitter/Instagram bios, etc.
- Conversion rate optimization. You can go back through your older videos and add calls to action to subscribe to your channel. Plus, you can put up a short “channel trailer” as your featured video, which will be the first thing people see, and have a “subscribe” call to action in there, too.
- Content marketing. To drive traffic to your channel, create one well-researched, highly relevant, amazingly valuable video per month for your target audience. Focus on quality over quantity (hence only 1 video/month) and try to create “evergreen” content that will stay helpful and relevant even beyond 2020.
- Video optimization. Make the most out of YouTube’s built-in video marketing tools. Create beautiful thumbnails people want to click on, fill out your video metadata with appropriate keywords, write detailed descriptions and closed captions. And don’t forget the call to action in your newer videos, either!
- Giveaways and contests. Host a subscriber-only giveaway or contest to give people a great incentive to subscribe to your YouTube channel. Don’t just choose a generic prize everyone would want, though — make sure it’s something highly valuable to your target audience… but pretty much useless to anybody else!
For every strategy, try to estimate how much it’s going to contribute to your daily/weekly/monthly goals. It’s OK to make guesses, as long as you go back and review them once you have some actual marketing data!
And finally, don’t go overboard and create 50 strategies in one fell swoop — you’ll never be able to implement all of them well enough! And if you do come up with 50, make sure you narrow it down as much as possible and only keep 3-5 absolute best ones.
And there you have it! We hope that this article has helped you create a much stronger video marketing strategy for this year — and now you’re well-positioned to dominate your industry in 2020!
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