How to get started with video marketing: a checklist for marketers

For close to a decade, Hubspot Academy has been on a mission to transform the way the world does business. They do this by creating free educational courses that educate and inspire current and aspiring marketers to be more effective and efficient in their day-to-day roles. Lessons cover everything from blogging and SEO to social media and email marketing strategies.

We were pretty excited when they reached out to us to help develop content for their first ever Online Video Marketing Course. We jumped at the opportunity to help teams get started and embrace the shift from documents to videos!

In the video below, you will learn how to get started with video marketing—and we’ve included a handy checklist for you so you don’t have to take notes :)

In the short 10-minute lesson, we provide a high-level framework on how to:

  • Know your audience and the type of video is best suited to them

  • Create goals for each video

  • Determine topics for videos

  • Own the video process at your business

  • Project Manage video making and sharing

  • Create a repeatable process

  • Determine your video toolkit (for production and post-production)

  • Analyze and measure videos

Know your audience and the type of video is best suited to them

Start by defining very clearly the persona of your audience: Imagine the person on the other side of the camera. Who are they? And what do they care about?

Think of video as entertainment, not as advertising

When it comes to promoting video on different channels (like, your website, social media, or email etc.) you want to make sure your content fits with the spirit of the channel as well as how people behave on that particular channel. Sometimes it helps to think of LindkedIn, Twitter and other social media as TV channels—HBO versus ESPN versus History channel. Each has a different vibe and content style.

Create goals for each video

Videos can have both softer goals like brand awareness as well as clearly defined, concrete business goals. It helps to create a framework for your goals to keep them top of mind and organized. At Wipster, we use a goal framework with three categories:

  1. brand moment

  2. business moment

  3. entertainment moment

Every video is responsible for conveying a clearly defined set of corresponding ‘moments’ to your audience

Goals related to “brand moments” have to do with company milestones, new product features, a new team member, or other company- related news we’d like our audience to know about. Goals related to “business moments” address the desired business outcome from the video—and tend to be more tactical in nature.

Goals related to entertainment moments have to do with making the content entertaining for your audience.

For example, we created a Wipster Portland Office video and defined its goal framework as follows:

  1. Brand moment: Wipster mission and office expansion in the US

  2. Business moment: promote roles we’re recruiting and hiring for in Portland

  3. Entertainment moment: behind the scenes/piece to cam style and humorous look at our quirky culture and obsession with LaCroix

Your video topics and collections should align to your overall content marketing strategy

Determine topics for videos

Before choosing specific topics for a video series or video blog, it’s much easier to think in terms of “collections.” Collections are like a miniseries covering a set of topics that are indirectly related to your business but of interest and relevance to your specific audience.

Come up with a list of questions that can influence what your video is going to be— very similar to how you approach the content creation process when blogging. The goals are twofold:

  1. To create an ongoing relationship with your audience and establish credibility.

  2. Increase the number of people who discover your company through organic search for your topics on google.

You can check out a couple of examples of content collections on Wipster’s YouTube page. Wipster is a video collaboration platform for creative video and marketing teams so our video series—or “collections” are meant to establish trust and build community with our audience of video creators and video marketing teams:

The actual titles of your topics should be written based on what people might actually search for in Google so that people can find your content organically. For example, let’s say one of your inbound marketing strategy goals is to rank for the broad topic, “digital nomad.” In this case a video titled “12 tips on how to become a digital nomad,” would be an effective video title in support of awareness for this broad topic. You can watch this video below.

To go a step further, you should consider pairing your video content with text-based content, like a blog post or an educational website page you’re trying to rank in support of the topic you chose. Notice how this video is placed at the top of this educational website page titled, “Learn How to Become a Digital Nomad This Year.” Again, the title of the video as well as the educational website page are targeting the contextual term, “how to become a digital nomad,” which is aligned with the broad topic choice, “digital nomad.”

digital nomad hubspot wipster

If you want step-by-step instructions on how this video was created, then sign up for HubSpot Academy’s free Online Video Marketing Course.

Own the video process at your business

The marketing team might ultimately be responsible for video content but who specifically will own the content calendar and manage the people, goals, and timelines? When it comes to establishing who you’ll need from your team, the “video process” can be broken down into 3 main categories:

  1. Project management —which refers to the content plan and schedule as well as different people involved week to week;

  2. Video Making—which is the actual shooting and editing of footage;

  3. And Sharing— which refers to video sharing and publishing, tracking analytics, and communicating with viewers as they react and respond).

If you’re a bigger company, you might have a couple of people or teams involved, and if you’re a smaller team don’t worry - these responsibilities can all fall under the same person

Without a clear video content owner and plan, your video process will be reactive and ad hoc instead of intentional and strategic

Project manage video making and sharing

You can have the absolute best and most strategic video strategy in the world, but in our experience, if you don’t have the following pillars—the three “Cs”— in your process, you’ll struggle to get things off the ground:

  1. Commitment: You absolutely have to commit for a certain amount of time and a certain number of pieces of content - don't worry about the audience size or views, the value is in the video collection as a whole.

  2. Calendar: Making video routine and part of the schedule is so important! Block everyone’s calendars for a set amount of time per week to dedicate to the initiative.

  3. Content: map out key themes and think through how they build on each other and other events or happenings going on in the organization or industry.

Create a repeatable process

Let’s review two key categories when it comes to video software and hardware:

  • Production

  • Post-production

Production has to do with all of the items needed to create a script and actually shoot the video: a phone or video camera, mic, lighting, people or items to film, a location to shoot in, etc.

Post-production refers to what occurs after the initial shooting or recording. This is where collaboration and review occur as you stitch footage and music and graphics together to tell a story. Once you have your final, approved version, you can then distribute the video for people to see.

Remember is that you can scale your equipment as needed; simply start with the essentials and build out as you create more and more video.

Analyze and measure videos

When it comes to video, there are three metrics that we care most about: Views, viewing length, and engagement. And at Wipster, we use the 10,10, 10 rule to measure success.

  1. Audience Views - shoot for 10% - out of all the people who could have watched it, how many did? If your video will appear in front of a targeted audience of 500 people, did at least 50 watch it?

  2. Viewing Duration: out of that 10%, did they stick with it? Or did they drop off after 10 seconds? This is important and lets you know whether your target audience is interested in the content itself! And helps you know what to do/not do in the next one.

  3. Engagement—in the form of likes, comments, or shares. Did at least 10% of people who watched the video feel inspired to act and engage with you? You can always nudge people during the video to comment below the video or add overlays to the video with specific calls to action like “start a free trial”

Final thoughts

Video marketing is a lot like other forms of marketing: you must put your audience first and curate video collections that benefit them and also helps you hit your three “moment” goals.

More than anything, the one takeaway we’d love for you to have is that video should be a routine part of your life now! Simply commit to a daily or weekly video, embrace the feedback and just keep iterating. Frame the initiative as an ongoing WIP (work in progress.

Good Luck!