Video Marketing Plan Methodology

Video Marketing
Methodology & Toolkit
© 2016 Demand Metric Research Corporation. All Rights Reserved.
Follow this simple, step-by-step guide to create
an effective video marketing plan and
produce engaging video content to support
your marketing goals.
01 Preparation
02 Planning
03 Alignment
04 Script Writing & Pre-Production
05 Production & Post-Production
06 Distribution & Measurement

What is Video Marketing?
© 2016 Demand Metric Research Corporation. All Rights
Video Marketing is a strategy employed by organizations to generate interest in their brand and
products/services through the use of relevant, engaging videos.
Businesses utilize videos to provide information, education, advice and/or entertainment to their target
audience. These videos include a powerful combination of elements – audio, cast/speaker(s), images,
graphics and text – that are exceptionally appealing and effective at promoting messages.
Video Marketing encompasses a wide variety of activities, including program planning, the alignment of
target audience & video content, video production, content distribution and program analysis.
The main goals of a Video Marketing program are to develop brand awareness, provide attention-
grabbing content for clients & prospective customers and generate qualified, captivated leads.

Video Production Process
To create quality videos for your organization, follow this, studio-proven, video production process:
This methodology and our training course detail each stage of this process. We will provide tips, insights and practical
tools to enhance your video production process.
Script Writing
Pre-
Production
Production
Post-
Production
Distribution Analysis

How to Use this Consulting Methodology:
© 2016 Demand Metric Research Corporation. All Rights© 2016 Demand Metric Research Corporation. All Rights
1. Understand & Plan a video marketing program that aligns with current marketing objectives.
2. Produce engaging, relevant videos that enhance your company/brand.
3. Distribute & Measure video content for optimum response & ROI.
If you need assistance implementing your video marketing strategy, contact Demand Metric to schedule a consult with an
experienced Analyst: email us at info@demandmetric.com or call us on (866) 947-7744.
This methodology consists of six stages, each with a description of steps and action items. Action items
include using our premium tools & templates. Our goal for your use of this methodology is to help you:

01 Preparation
02 Planning
03 Alignment 06 Distribution & Measurement
STAGE 01 – PREPARE YOUR COMPANY
In this Stage, you will focus your efforts around understanding your organization’s strengths & weaknesses as it
related to Video Marketing, documenting your goals and objectives, and developing a business case to gain
buy-in from senior management for this initiative. Key steps in this stage include:
1. Review Video Marketing Best Practices
2. Conduct a Readiness Assessment
3. Build a Business Case
Preparation

01 Preparation
02 Planning
03 Alignment
Preparation
STEP 1 – Review Video Marketing Best Practices
Topics covered by this video course include:
 Storytelling scripts based on your buyer personas
 Pre-Production planning for maximum efficiency
 Production tips to maintain high quality
 Post-Production workflow (from start to finish) Watch Video
 Action Item – Watch the Training Course: Video Marketing to help you review fundamental concepts and
advanced implementation of video marketing strategy.

01 Preparation
02 Planning
03 Alignment
Preparation
STEP 2– Conduct a Readiness Assessment
 Action Item – Use our Video Marketing Readiness Assessment to determine how prepared your
organization is to engage in a video marketing program.
Areas of the maturity assessment include:
 Senior Management Commitment
 Alignment with Business Goals & Objectives
 Video Marketing Knowledge & Trends
 Planning
 Staff & Technology Download

01 Preparation
02 Planning
03 Alignment
Preparation
 Action Item – Use our Video Marketing Business Case to ensure senior management that a video
marketing program aligns with current business goals & objectives.
Sections of your business case should include:
 Executive Summary
 Opportunity Overview & Key Success Factors
 Assumptions & Decision-Making Criteria
 Business Impact Analysis
 Risk & Contingency Plans
 Recommendation
Download
STEP 3– Build a Business Case

STAGE 02 – PLAN FOR VIDEO MARKETING
In this Stage, you will work with your team to plan for the alignment, production, distribution and
measurement of your video marketing program. Key activities for this Stage include:
1. Develop a Video Marketing Strategy
2. Understand the Video Production Process
3. Create a Project Plan
4. Build a Production Project Schedule
01 Preparation
02 Planning
03 Alignment
Planning
5. Construct a Video Marketing Budget
6. Identify Staff & Responsibilities
7. Evaluate Video Marketing Consultants

STEP 1 – Develop a Video Marketing Strategy
 Action Item – Use our Video Marketing Strategy Scorecard to provide senior management with a one-
page document that clearly outlines your action plan for this project.
Key information to include in scorecard:
 Objectives
 Programs & Initiatives
 Metrics & KPIs
 Timeframes and Goals
01 Preparation
02 Planning
03 Alignment
Planning
Download

STEP 2 – Understand the Video Production Process
 Action Item – Use our Video Production Stages Map to review the proven effective method for producing
quality video content.
This tool provides you with these details for each stage:
 General Description
 Key Actions To Be Performed
 Key Deliverables
 Staff Required
 Equipment Needed
 Related, Actionable Tools
Download
01 Preparation
02 Planning
03 Alignment
Planning

STEP 3 – Create a Project Plan
 Action Item – Utilize our Video Marketing Project Plan to establish a clear scope, to identify decision
rights and to secure executive sponsorship for the initiative.
01 Preparation
02 Planning
03 Alignment
Planning
Sections of your project charter should include:
 Project Overview
 Description
 Key Success Factors
 Risk Identification
 Project Stakeholders
 Communications Plan
 Decision Rights
 Approval
Download

STEP 4 – Build a Production Project Schedule
 Action Item – Before engaging in the production process, download our Video Production Project
Schedule to ensure you stay on track throughout each phase of the process.
Download
01 Preparation
02 Planning
03 Alignment
Planning
This tool includes:
 Detailed video production tasks
 Tasks sorted by production stage
 Elements to track task status
 Project Timeline & Gantt Chart

STEP 5 – Construct a Video Marketing Budget
 Action Item – Employ our Video Marketing Budget Template to track the overall costs for your video
marketing program as well as the individual budgets for each video to be produced.
Budget Categories include:
 Technology
 Equipment
 Promotional Costs
 Staffing Costs
 Other (Video) Program Costs
 Other (Individual) Video Costs
01 Preparation
02 Planning
03 Alignment
Planning
Download

STEP 6 – Identify Staff & Responsibilities
 Action Item – Utilize our Video Marketing Manager Job Description to highlight the job requirements and
the expected responsibilities for this position, which include video planning, production and distribution.
A video marketing program may also require the assistance
of other roles. Here are job descriptions to identify support
staff:
 Project Manager Job Description
 Social Media Manager Job Description
 Creative Director Job Description
01 Preparation
02 Planning
03 Alignment
Planning
Download

STEP 7 – Evaluate Video Marketing Consultants
 Action Item – In the event that you need additional assistance with your video marketing program, utilize
our Video Marketing RFP Template to acquire proposals from potential consultants.
01 Preparation
02 Planning
03 Alignment
Planning
A consultant can help your video marketing efforts by:
 Supporting the alignment of the audience & video content
 Assisting in the development of compelling video “stories”
 Educating on the elements of a successful video
 Developing a solid video production process
 Integrating video into current content initiatives
 Measuring the performance of video content
Download

STAGE 03 – ALIGN AUDIENCE & CONTENT
In this Stage, you will gain a deep understanding of your audience, align your content choices with your
audience needs and identify the topics that are of the utmost importance to your potential viewers. The key
activities in this Stage are:
1. Identify Your Target Audience
2. Select Video Content Type(s)
3. Record & Monitor Video Assets
4. Prioritize Topic Selection
01 Preparation
02 Planning
03 Alignment
Alignment

STEP 1 – Identify Your Target Audience
 Action Item – Obtain demographics of your organization’s current target audience to complete our
Customer Profile Template. This template will help you identify customer needs & behaviors that will
assist in evaluating the proper video content to share with them.
01 Preparation
02 Planning
03 Alignment
Alignment
Other tools that may assist you in identifying your audience are
as follows:
 Buyer Persona Template
 Buying Stage Process Template
Note: Your audience may be different for each video produced.
Download

STEP 2 – Select Video Content Type(s)
 Action Item – Once you have identified your target audience, your viewers’ needs should be very clear.
Read our How-To Guide: Selecting Content Types for Videos to learn how your audience’s needs align
with different video content types.
01 Preparation
02 Planning
03 Alignment
Alignment
This How-To Guide presents 4 main content types (introduced
with the needs they fill):
 Promotional (Information)
 Instructional (Education)
 Thought Leadership (Advice)
 Entertainment (Fun/Diversion)
Note: Your audience may have several or all of these needs.
Download

STEP 3 – Record & Monitor Video Assets
 Action Item – Document all of the details of each video you are planning and track your videos by
content type with our Video Marketing Assets Database.
01 Preparation
02 Planning
03 Alignment
Alignment
Track your video assets with the following information:
 Content Type
 Title
 Business Objective
 Source
 Project Owner
 Publication Date
 Distribution Channels
Download

STEP 4 – Prioritize Topic Selection
 Action Item – After you align the needs of your audience with the proper content type(s), you will be
prepared to select your video topics. Use our Video Topic Prioritization Tool to evaluate the importance
of topics your project team is considering.
01 Preparation
02 Planning
03 Alignment
Alignment
When conducting this analysis, consider the following:
 Is this topic of interest to my target audience?
 Does this topic fill a need for my audience?
 Will this topic give us more visibility in the market?
 How aligned is this topic to corporate goals & objectives?
 Does this topic have a solid cost/benefit?
 Will this topic improve customer & prospect experiences?
Download

STAGE 04 – SCRIPT & PREPARE
At this point, you have developed your Video Marketing strategy, planned for your initiative, aligned your
audience needs & content choices and selected your video topics. Now, you ready to develop your video
scripts and prepare for video production. In the video industry, this stage occurs as two separate steps,
known as Script Writing & Pre-Production. In this Stage, you will:
1. Create Your Own Storytelling Framework
2. Complete Pre-Production Milestones
01 Preparation
02 Planning
03 Alignment
Script Writing &
Pre-Production

STEP 1 – Create Your Own Storytelling Framework
 Action Item – Use our Video Script Template to implement the insights you learned in Module 2 of the
Video Marketing Essentials Training Course and create your own storytelling framework for your video.
A comprehensive video script includes:
 Hook (engages by making a promise)
 Why (discusses the problem)
 What (shares a solution)
 How (delivers a promise)
 What If (highlights a call-to-action)
01 Preparation
02 Planning
03 Alignment
Download
Script Writing &
Pre-Production 06 Distribution & Measurement

STEP 2 – Complete Pre-Production Milestones
 Action Item – Check off all of the items listed in our Pre-Production Planning Checklist to ensure you are
prepared to start Production.
The key deliverables of pre-production planning are:
 Completed & approved script(s)
 Detailed storyboard (scene breakdown)
 Production schedule
 Solidified shoot dates, locations, speaker(s)/cast, etc.
01 Preparation
02 Planning
03 Alignment
Download
Script Writing &
Pre-Production 06 Distribution & Measurement

STAGE 05 – RECORD & EDIT VIDEO
After Pre-Production is complete, you will focus on recording your video content and editing the content to .
In the video industry, this stage occurs as two separate steps – Production (recording video) & Post-
Production (editing video). Your activities, in this Stage, are to:
1. Record Your Video Content
2. Edit & Format Your Video
01 Preparation
02 Planning
03 Alignment
Production & Post-
Production

STEP 1 – Record Your Video Content
 Action Item – Begin production of your live video(s) or video presentation(s). Utilize our Recording Live
Video Checklist or our Recording Video Presentations Checklist to complete all associated tasks.
01 Preparation
02 Planning
03 Alignment
Production & Post-
Production
DownloadDownload

STEP 2 – Edit & Format Your Video
 Action Item – Once production of your videos is complete, start the post-production phase. Use our
Post-Production Workflow Model to understand the linear flow of editing your videos.
The steps involved in the Post-Production phase are:
1. Assembly Edit
2. Images & Graphics
3. Titles Pass
4. Sound Spotting
01 Preparation
02 Planning
03 Alignment
Production & Post-
Production
5. Polishing Edit
6. Audio Finesse
7. Final Export
Download

STAGE 06 – SHARE, MEASURE & ANALYZE
Now that your videos have been recorded, you will need to distribute your video content across your
marketing channels. Once distribution is complete, ensure you analyze & measure your video performance
to enhance your Video Marketing program for the future. In this Stage, you will:
1. Arrange Distribution with Content & Social Media Initiatives
2. Develop a Video Posting Calendar
3. Post Your Video Content
4. Measure & Analyze Video Performance
01 Preparation
02 Planning
03 Alignment
Distribution &
Measurement

STEP 1 – Arrange Distribution with Current Programs
 Action Item – Align your Video Marketing outputs with any current Content Marketing initiatives. Review
our Content Marketing Plan Methodology, if you require additional assistance in this effort.
Note: You may want to re-read our How-To Guide:
Enhancing Content with Video Marketing at this point to
instill how video optimizes the Content Marketing
spectrum.
01 Preparation
02 Planning
03 Alignment
Distribution &
Measurement
Download

STEP 2 – Develop a Video Posting Calendar
 Action Item – Use our Video Marketing Posting Calendar to coordinate the dates you will be releasing
each one of your videos among your various marketing channels.
The distribution channels we have suggested are:
 YouTube
 Website
 Email
 Facebook
 Twitter
01 Preparation
02 Planning
03 Alignment
Distribution &
Measurement
 Google+
 Blog
 Pinterest
 LinkedIn
Download

STEP 3 – Post Your Video Content
 Action Item – Optimize the posting of your video content with our step-by-step YouTube Posting
Checklist.
Various strategies for optimizing video distribution:
 Write a detailed & comprehensive metadata (keywords,
catchy title, website link, tags, etc.)
 Annotate video with community-based calls to action
 Transcribe video & add closed captioning (OPTIONAL)
01 Preparation
02 Planning
03 Alignment
Distribution &
Measurement
Download

STEP 4 – Measure & Analyze Video Performance
 Action Item – Use the Video Marketing Metrics Dashboard to track the Key Performance Indicators
(KPIs) for your program. As you obtain metrics, continually, analyze the quality of your videos’
performance to optimize your program for the future.
Some of the key metrics we suggest analyzing are:
 # Videos Created by Type
 Sharing by Social Channel
 Avg. % of Videos Watched
 Avg. Time Watching Videos
01 Preparation
02 Planning
03 Alignment
Distribution &
Measurement
 # Leads Generated
 # Video Views
Download

 At the end of any project, it’s always a good idea to review it and identify areas for improvement.
 Demand Metric has the tools and expertise to help you build an effective Video Marketing program:
» Create or audit your existing Video Marketing strategy plan
» Assist with using any of the tools referenced in this methodology
» Provide hands-on marketing assistance to accelerate achieving your marketing department’s goals
To learn more, simply contact Demand Metric: info@demandmetric.com
Conclusion

Video Marketing Plan Methodology

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