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Video Marketing Plan Methodology

Follow this simple, step-by-step, methodology to create an effective video marketing plan and produce engaging video content to support your marketing goals.

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Video Marketing Plan Methodology

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  1. 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

  2. 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. 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.

  3. Video Production Process © 2016 Demand Metric Research Corporation. All Rights 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 Video Production Process © 2016 Demand Metric Research Corporation. All Rights 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

  4. 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: 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:

  5. 01 Preparation 02 Planning 03 Alignment 06 Distribution & Measurement STAGE 01 – PREPARE YOUR COMPANY © 2016 Demand Metric Research Corporation. All Rights 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 05 Production & Post-Production 04 Script Writing & Pre-Production Preparation 01 Preparation 02 Planning 03 Alignment 06 Distribution & Measurement STAGE 01 – PREPARE YOUR COMPANY © 2016 Demand Metric Research Corporation. All Rights 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 05 Production & Post-Production 04 Script Writing & Pre-Production Preparation

  6. 01 Preparation 02 Planning 03 Alignment © 2016 Demand Metric Research Corporation. All Rights Preparation STEP 1 – Review Video Marketing Best Practices 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production 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 © 2016 Demand Metric Research Corporation. All Rights Preparation STEP 1 – Review Video Marketing Best Practices 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production 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.

  7. 01 Preparation 02 Planning 03 Alignment © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production 01 Preparation 02 Planning 03 Alignment © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  8. 01 Preparation 02 Planning 03 Alignment © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production 01 Preparation 02 Planning 03 Alignment © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  9. 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 © 2016 Demand Metric Research Corporation. All Rights 5. Construct a Video Marketing Budget 6. Identify Staff & Responsibilities 7. Evaluate Video Marketing Consultants 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production 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 © 2016 Demand Metric Research Corporation. All Rights 5. Construct a Video Marketing Budget 6. Identify Staff & Responsibilities 7. Evaluate Video Marketing Consultants 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  10. . 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 © 2016 Demand Metric Research Corporation. All Rights 01 Preparation 02 Planning 03 Alignment Planning Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  11. . 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 © 2016 Demand Metric Research Corporation. All Rights Download 01 Preparation 02 Planning 03 Alignment Planning 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  12. . 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 © 2016 Demand Metric Research Corporation. All Rights Sections of your project charter should include:  Project Overview  Description  Key Success Factors  Risk Identification  Project Stakeholders  Communications Plan  Decision Rights  Approval Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  13. . 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. © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  14. . 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 © 2016 Demand Metric Research Corporation. All Rights Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  15. . 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 © 2016 Demand Metric Research Corporation. All Rights Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  16. . 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 © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  17. . 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 © 2016 Demand Metric Research Corporation. All Rights 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  18. . 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 © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  19. . 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 © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  20. . 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 © 2016 Demand Metric Research Corporation. All Rights Track your video assets with the following information:  Content Type  Title  Business Objective  Source  Project Owner  Publication Date  Distribution Channels Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  21. . 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 © 2016 Demand Metric Research Corporation. All Rights 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 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  22. . 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 © 2016 Demand Metric Research Corporation. All Rights 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production Script Writing & Pre-Production

  23. . 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 © 2016 Demand Metric Research Corporation. All Rights Download Script Writing & Pre-Production 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  24. . 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 © 2016 Demand Metric Research Corporation. All Rights Download Script Writing & Pre-Production 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  25. . 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 © 2016 Demand Metric Research Corporation. All Rights 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  26. . 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 © 2016 Demand Metric Research Corporation. All Rights DownloadDownload 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  27. . 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 © 2016 Demand Metric Research Corporation. All Rights 5. Polishing Edit 6. Audio Finesse 7. Final Export Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  28. . 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 © 2016 Demand Metric Research Corporation. All Rights 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  29. . 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 © 2016 Demand Metric Research Corporation. All Rights Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  30. . 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 © 2016 Demand Metric Research Corporation. All Rights  Google+  Blog  Pinterest  LinkedIn Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  31. . 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 © 2016 Demand Metric Research Corporation. All Rights Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  32. . 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 © 2016 Demand Metric Research Corporation. All Rights  # Leads Generated  # Video Views Download 06 Distribution & Measurement 05 Production & Post-Production 04 Script Writing & Pre-Production

  33. .  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 © 2016 Demand Metric Research Corporation. All Rights

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