Video Marketing Plan Methodology

Video Marketing
Plan Methodology

01 Preparation
02 Planning

03 Alignment
04 Script Writing & Pre-Production
Follow this simple, step-by-step guide to create
an effective

05 Production & Post-Production

video marketing plan and

produce engaging video

content to support

your marketing goals.
© 2014 Demand Metric Research Corporation. All Rights Reserved.

06 Distribution & Measurement

Meet The Authors
Phi R. Schmidt, Video Marketing Analyst
Phi R. Schmidt has an award-winning background in music, sound and visual
effects, and draws upon his experience working on feature films such as '300', and
commercial clients like 'Ford' and 'Toyota'. Phi is an expert in video production and
online marketing, and is a Senior Research Analyst at Demand Metric.

Kristen Maida, Research Analyst
Kristen Maida started has worked with Demand Metric for the past 4 years, learning
about and gaining experience in all aspects of the organization. She has developed
job functions in almost every department to help with Demand Metric’s rapid growth.
Her specialities include: social media marketing, digital marketing, content marketing
& management and business process development.

How to Use this Consulting Methodology:
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:

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.


Major Outputs from this Process:
Stage 01 – Video Marketing Readiness Assessment, Business Case
Stage 02 – Video Marketing Project Plan, Budget, Job Description, RFP, Process, Schedule
Stage 03 – Customer Profile, Video Topic Prioritization, Video Marketing Assets Database
Stage 04 – Video Script, Pre-Production Plan

Stage 05 – Recorded & Edited Live Video(s) and/or Video Presentation(s)
Stage 06 – Video Marketing Posting Calendar, Video Marketing Metrics Dashboard

What is Video Marketing?
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 attentiongrabbing content for clients & prospective customers and generate qualified, captivated leads.


Video Marketing Essentials Training Course
The key output of any video marketing initiative is relevant, engaging video content. Our 6 Module Video
Marketing Essentials Training Course, taught by our video expert Phi Schmidt, highlights the key
elements of the video production process (viewable in the workflow on the next page). To access this
Training Course, login to DM University by clicking here!

This six-part video course is designed to help you create
amazing online videos, without going to film school...

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.

01 Preparation
02 Planning

Preparation

03 Alignment


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.

Understand Video within Content Marketing

2.

Begin the Video Marketing Essentials Training Course (Course Module 1)

3.

Monitor Your Training Course Progress

4.

Conduct a Readiness Assessment

5.

Build a Business Case

01 Preparation
02 Planning

Preparation

03 Alignment


STEP 1 – Understand Video within Content Marketing
 Action Item – Read our How-To Guide: Enhancing Content with Video Marketing to understand how
video can support and improve current Content Marketing initiatives.
Areas of this How-To Guide include:
 Why Video is the Content Choice for 2014
 Benefits of Video Marketing
 Action Plan: Preparing for Video Marketing

Download our Content Marketing Plan Methodology to see how
video will fit into your current Content Marketing plan.

Download

01 Preparation
02 Planning

Preparation

03 Alignment


STEP 2 – Begin the Video Marketing Training Course
 Action Item – Log-in to DMU to access the Video Marketing Essentials Training Course. Watch
Module 1 – Video Marketing Overview: Maintaining Customer Attention in a Distracting World.
What will Module 1 cover?
 Why is Video Marketing So Powerful?
 Video Marketing Case Studies
 What’s Ahead: Preview of Each Module
 Using The Video Course Progress Checklist

Watch Now
Note: This course module will help you understand the steps involved in
video marketing and help you prepare to build your business case.

01 Preparation
02 Planning

Preparation

03 Alignment


STEP 3 – Monitor Your Training Course Progress
 Action Item – Utilize our Video Marketing Course Progress Checklist to compliment Module 1 of the
Video Marketing Essentials Training Course and track your completion of the entire training course.

Note: This checklist includes a list all of the tasks you will
need to accomplish in order to complete the Video
Marketing Essentials Training Course and become
certified in Video Marketing by Demand Metric.

Download


01 Preparation
02 Planning

Preparation

03 Alignment


STEP 4 – 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

Download

 Staff & Technology


01 Preparation
02 Planning

Preparation

03 Alignment


STEP 5 – Build a Business Case
 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

Download

 Risk & Contingency Plans
 Recommendation

Planning

01 Preparation
02 Planning
03 Alignment


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

5.

Construct a Video Marketing Budget

2.

Understand the Video Production Process

6.

Identify Staff & Responsibilities

3.

Create a Project Plan

7.

Evaluate Video Marketing Consultants

4.

Build a Production Project Schedule


01 Preparation
02 Planning

Planning

03 Alignment


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

Download


Planning

01 Preparation
02 Planning
03 Alignment


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

Download

 Equipment Needed
 Related, Actionable Tools

01 Preparation
02 Planning

Planning

03 Alignment


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.
Sections of your project charter should include:
 Project Overview

 Project Stakeholders

 Description

 Communications Plan

 Key Success Factors

 Decision Rights

 Risk Identification

 Approval

Download


Planning

01 Preparation
02 Planning
03 Alignment


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.
This tool includes:
 Detailed video production tasks
 Tasks sorted by production stage
 Elements to track task status
 Project Timeline & Gantt Chart

Download


Planning

01 Preparation
02 Planning
03 Alignment


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

Download

 Other (Individual) Video Costs

01 Preparation
02 Planning

Planning

03 Alignment


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

Download


01 Preparation
02 Planning

Planning

03 Alignment


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.
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

01 Preparation
02 Planning

Alignment

03 Alignment


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


Alignment

01 Preparation
02 Planning
03 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.
Other tools that may assist you in identifying your audience are
as follows:
 Buyer Persona Template
 Buying Stage Process Template

Download
Note: Your audience may be different for each video produced.

01 Preparation
02 Planning

Alignment

03 Alignment


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.
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)

Download

Note: Your audience may have several or all of these needs.

01 Preparation
02 Planning

Alignment

03 Alignment


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.
Track your video assets with the following information:
 Content Type

 Project Owner

 Title

 Publication Date

 Business Objective

 Distribution Channels

 Source

Download


01 Preparation
02 Planning

Alignment

03 Alignment


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.
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

Script Writing &
Pre-Production

01 Preparation
02 Planning
03 Alignment


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.

Learn about Video Storytelling Frameworks (Course Module 2)

2.

Create Your Own Storytelling Framework

3.

Learn about Pre-Production (Course Module 3)

4.

Complete Pre-Production Milestones

01 Preparation
02 Planning

Script Writing &
Pre-Production

03 Alignment


STEP 1 – Learn About Video Storytelling Frameworks
Module 2 – Video Storytelling Framework: A Proven Plan For Engaging Absolutely Everyone to learn
how to “tell your story” to your audience.

 Why Your Video Must Be Short
 Powerful Storytelling Framework
 How To Use The Framework

Watch Now

 Using The Video Script Template


01 Preparation
02 Planning

Script Writing &
Pre-Production

03 Alignment


STEP 2 – 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)


Download

01 Preparation
02 Planning

Script Writing &
Pre-Production

03 Alignment


STEP 3 – Learn about Pre-Production
Module 3 – Video Pre-Production: The Step Most People Skip and Pay Dearly For to get quality tips
on the pre-production process.

 Why A Strong Video Plan Is A Must
 Key Factors Before Production Begins
 Tools That Can Help You

Watch Now

 Pre-Production Checklist


01 Preparation
02 Planning

Script Writing &
Pre-Production

03 Alignment


STEP 4 – 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.

Download


Production & PostProduction

01 Preparation
02 Planning
03 Alignment


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) & PostProduction (editing video). Your activities, in this Stage, are to:
1.

Understand the Keys to Recording Success (Course Module 4)

2.

Record Your Video Content

3.

Learn How-To Add ‘Sparkle’ to Videos (Course Module 5)

4.

Edit & Format Your Video



01 Preparation
02 Planning
03 Alignment


STEP 1 – Understand the Keys to Recording Success
Module 4 – Video Production: The How To For Your “Lights, Camera, Action!” to gain valuable insight
on recording video content.

 Why Quality Is Your #1 Goal
 Lighting, Camera, and Sound
 How To Organize Your Effort
 Using The Recording Live Video Checklist


Watch Now


01 Preparation
02 Planning
03 Alignment


STEP 2 – 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.

Download


Download


01 Preparation
02 Planning
03 Alignment


STEP 3 – Learn How-To Add ‘Sparkle’ to Videos
Module 5 –Video Post-Production: Adding ‘Sparkle’ To Your Video Masterpiece to learn the ins-andouts of the editing & formatting phase.

 Why This Stage Is Delicate
 The Post-Production Sequence
 Tools To Bring It All Together
 Using The Post-Production Checklist


Watch Now


01 Preparation
02 Planning
03 Alignment


STEP 4 – 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

5.

Polishing Edit

2.

Images & Graphics

6.

Audio Finesse

3.

Titles Pass

7.

Final Export

4.

Sound Spotting

Download


01 Preparation
02 Planning

Distribution &
Measurement

03 Alignment


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.

Learn How-To Enhance Video Distribution (Course Module 6)

4.

Post Your Video Content

5.

Measure & Analyze Video Performance

Distribution &
Measurement

01 Preparation
02 Planning
03 Alignment


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.

Download


01 Preparation
02 Planning

Distribution &
Measurement

03 Alignment


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

 Google+

 Website

 Blog

 Email

 Pinterest

 Facebook

 LinkedIn

Download

 Twitter


01 Preparation
02 Planning

Distribution &
Measurement

03 Alignment

04 Pre-Production

STEP 3 – Learn How-To Enhance Video Distribution
Module 6 –Video Distribution/Technology : Making Sure Your Video Is Actually Seen to learn how to
enhance the distribution phase of the video process.

 Why Video Hosting and Players Matter
 Your Best Options Available
 Split-Testing and Analytics
 Using The YouTube Optimization Checklist


Watch Now

01 Preparation
02 Planning

Distribution &
Measurement

03 Alignment


STEP 4 – 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)

Download


Distribution &
Measurement

01 Preparation
02 Planning
03 Alignment


STEP 5 – 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

 # Leads Generated

 Sharing by Social Channel

 # Video Views

 Avg. % of Videos Watched

Download

 Avg. Time Watching Videos


Conclusion


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


Video Marketing Plan Methodology

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