Lou Bortone, Author, Speaker, Consultant and Video Marketing Strategist at LouBortone.com
Lou Bortone has been a pioneer and thought leader in the video space since the launch of YouTube in 2005. He’s helped thousands of entrepreneurs and companies create and leverage online video to build their brands and dramatically grow their revenues. Prior to his industry-leading work in online video marketing, Lou spent over 20 years as a marketing executive in the television and entertainment industries, including stints as National Promotion Manager for E! Entertainment Television and Senior Vice President of Marketing for Fox Family Worldwide in Los Angeles. Lou is a popular speaker, author, and ghostwriter of six business books. He’s also the author of “Video Marketing Rules: How to Win in a World Gone Video.” You can learn more about Lou at LouBortone.com.
What are the basics of a video marketing plan?
The first steps to implement a video marketing strategy are to determine your overall business objectives and to figure out how video can get you to those goals faster… Think in terms of the 3 P’s: Purpose, premise and platform. Purpose is the goal for your video; premise is your message; and platform is where you’ll share and distribute your videos.
Here are some questions to consider: How and when you should you add video to your marketing mix to achieve your business goals? What’s the best style of video for your business (i.e. live vs. pre-recorded, on-camera vs. off-camera?) And what are the most appropriate platforms to use to share and distribute your video? (i.e. YouTube, LinkedIn, Facebook, Tik-Tok, Instagram, etc?) When creating your video marketing plan, consider your “must-have” videos, such as your website home page video, about video, sales or product videos. You should also make the distinction between “quick” videos vs. “keeper” videos. Quick videos are live videos, quick tips, or spontaneous videos, whereas keeper videos are the aforementioned home page videos and product or explainer videos. Keeper videos require more time and effort, since they represent your brand and usually have a much longer “shelf life.” Ideally, you should have videos for every step of the customer journey.
Finally, consistency is crucial, so create a video editorial calendar to plan and schedule your videos. For instance, uploading a new “expert tips” video to YouTube weekly is a good place to start.