The ultimate guide to creating a video marketing strategy
Having a video marketing strategy can help increase brand awareness and credibility, boost your business, and educate your audience. Here is the ultimate guide to help you create a video marketing strategy that will elevate your nutrition business.
Over the past few decades, there have been fundamental advancements in technology. These changes have forever changed the way consumers use media and how companies market their content.
A few years ago, using standard text and images seemed to be the creme de la creme for marketing strategies; now, video marketing has become the most popular form of marketing for both consumers and companies alike, as it’s a more engaging way for people to connect with different audiences, boost brand visibility, and enhance growth.
However, talking to a camera, editing yourself, and putting your content out on the internet can seem daunting, especially if you’ve never done it before. So, how can you as a dietitian use this to your advantage? And, is it really worth your time to invest in a video marketing strategy, especially using social media video?
Let’s take a closer look at what video marketing is and how you can use it to promote your business, expand your audience, and build brand credibility.
What is video marketing?
Using videos to boost your nutrition business is a method of marketing known as video marketing. Video marketing allows you to convey the products and services your nutrition business has to offer, in a way that standard text can not.
Unlike text, videos use sound, imaging, motion, and real-life people to catch the attention of your audience. The multi-sensory, emotionally engaging experience that video marketing uses ultimately increases engagement, credibility, and support for your business.
There is a wide variety of different video marketing styles. Live videos, Facebook video, video ads, media videos, tutorials, and sponsored videos are just a few examples of how versatile video marketing is, and how it’s suited for any type of business.
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Getting started with a video marketing strategy
Video marketing requires thoughtful planning and strategizing in order to optimize client engagement. A video marketing strategy will serve as a roadmap that will help you determine methods of video content creation that will reach as many clients in your target audience, within a specific timeline and budget.
How to create a video campaign strategy
Let's dive deeper into how you can create a video campaign strategy for your nutrition business.
Step 1: Set your goals and your target audience
The first step in creating a video campaign strategy is to establish goals and your target audience. Setting your goals will help guide your focus to ensure you reach success with your video campaign and business.
Much like setting your goals, setting your intended target audience will ensure you are reaching clients that are truly interested in your products and services.
Step 2: Be the hero of your script
Once you have determined your goals and intended target audience, you will then want to script the message you want to convey to your target audience in your videos. Essentially, your message should convey that your products and services are a “hero” for your target audience.
The focus of your script should be centered around how your product or service would solve the problems among your target audience. This draws in your target audience, which then connects them to your products and services. As a result of your heroism, your target audience’s problems are resolved, and your brand gains even more credibility.
Step 3: Create a storyboard
After you have created a script, you will want to create a storyboard. A storyboard is a visual representation of each scene that your video will include. Creating a storyboard is an essential step in creating a video marketing campaign, as it reduces the amount of time and money spent on filming.
Your storyboard does not have to be elaborate or require expensive equipment. A simple pen and paper are all you need to create your very own storyboard.
Step 4: Schedule and prepare
Once you have your script and storyboard lined up, you will want to schedule an appropriate time to record your video, and prepare materials that you may need for the video. Scheduling and preparing prior to filming optimize the quality of your video to effectively reach your target audience.
Step 5: Record and edit
Once your prep work is done, you will want to put all your ideas and preparation into action by finally recording your video.
Once you’re done recording, you need to start the video production process. It begins with you editing your video in video editing software to make it more impactful for your target audience. Cutting out clips or adding in music, text, or transition will make your video more appealing to watch. If you aren’t comfortable with editing, you can hire out, or watch some tutorials about best practices.
Step 6: Make it live
After you have recorded and edited your video to your liking, it’s time to make it live. To enhance viewing and gain as many potential clients as possible, here are a few places you can post your video:
- Owned Media (website, blog, email, and social media platforms)
- Paid Media (social media ads and google ads)
- Earned Media (endorsement, influencer marketing, review)
Keep in mind: The best platform for you to use is the one you feel comfortable with. Of course, you can experiment and try out new platforms, but if you’re just starting out, you may want to post your content on a platform that makes the most sense for your business. You can always expand to other platforms as your business grows!
6 video marketing ideas for nutritionists and dietitians
As nutritionists and dietitians, you play an important role in teaching consumers about nutrition and its role in health. Many consumers struggle with numerous health and diet issues; however, video marketing can help consumers better understand why nutrition is so important, and how you can help them improve their health.
Here are six video marketing ideas that you can use as nutritionists and dietitians.
- User-Generated Content. From meal ideas to wellness tips, user-generated content allows you to get creative in sharing your expertise and knowledge. Here’s how this dietitian uses user-generated content on Instagram reels.
- Behind-the-Scenes Videos. These videos showcase the personality of your business and further build trust with your audience. For example, this behind-the-scenes video demonstrates how meals are prepared in the kitchen, showing the skill, effort, and passion that went into making the meal.
- How-To Videos. These videos give you a step-by-step demonstration of how to use a product or service to achieve a certain goal. Here’s a good example of a how-to video.
- Educational Videos. Educational videos facilitate learning among your target audience and further increase your client engagement. Check out this video to see how this nutrition professional showcased a cooking demonstration for her community.
- Testimonial Videos. Customer testimonial videos give the opportunity for you to share how your products or services have helped others solve their problems. This type of video marketing can also increase client engagement. Here are some great examples to help you create compelling testimonial videos.
- Product Videos. Product videos showcase your product, what it does, and where your target audience can get it. In this product video, Nutrium showcases how this app can benefit dietitians and their clients through meal plans, the Nutrium app, and ease of use.
How does video improve my SEO?
Videos are an important element to improve your SEO, which will help people find your content and business when they use a search engine. As such, having more visibility of your nutrition business can bring in more clients and help your business flourish.
Video content marketing will also improve your SEO by ranking your nutrition business higher in search results. This is because videos increase the length of time your target audience spends on your website or business platform, which in turn increases the relevance of your business and strengthens your SEO.
To learn more about why SEO is important for your business, check out this article.
Marketing is an essential part of growing your business and increasing your client engagement. Through video marketing, you can emotionally engage your clients with your products and services in a way that other forms of marketing can’t. Creating a video marketing strategy can elevate your business, reach more people, and empower clients in a new way.
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