With Christmas sales and festive marketing taking over this holiday season, it's easy to overlook future plans. Marketing strategies for the New Year are in jeopardy of being pushed aside in preference of the present.
Whilst your current Christmas marketing is undoubtedly important, you must not forget to prepare for the New Year.
Christmas is often seen as a stopping point. Businesses are often slow to start in January due to lack of plan and risk missing out on some incredible marketing opportunities.
Video marketing strategy is more important than ever and in 2021 we expect to see it rise in popularity once more. With 84% of people saying they’ve been convinced to buy a product or service by watching a brand’s video, there has never been a more opportune time to focus your video marketing strategy.
1. Asses Your Goals
What do you want to achieve?
Are your marketing goals for 2021 the same as what you wanted in 2020? You must decide what you aim to achieve and why you aim to achieve it before you plan your route.
2. Asses Your Content
Entering the new year is the perfect time to give your content a little makeover, making sure your brand is on top form as we enter the New Year.
Throughout the 2020, did your content encapsulate your brand's identity? Did it drive traffic? Encourage sales? Was it consistent in both design and voice? Engaging? Easy to understand? Regular?
If the answer isn’t immediately YES to all those questions it’s time to do something about it.
Look at the data:
Use data analytics to assess how your content performed on each platform. High views are great as it means your content is reaching a large audience. However if your click through rate is low it may mean that your content isn’t powerful or engaging enough to spur further action.
Decide what is working and what isn’t. Make a note of the most popular content, platform and trends. Anything that didn’t make the cut, it’s time to remove from your marketing strategy.
3. Adapt Your Strategy
Using the information you have gathered from your 2020 content, you can begin to adapt your strategy accordingly.
Here some basic tips:
Scrap any video strategy that had little views or engagement. They didn’t work this year and probably won’t work next.
Ensure your content is consistent in both design and voice. If any strategy wanders beyond your brands guidelines (without specific reason), remove it or edit it.
Look at what type of video is gathering the most engagement. Long or short? Live content? Animated? In 2021 you can experiment with content you haven’t yet tried, but be sure to keep what is already working.
Check your distribution. Are you utilising your social media in the most effective way?
4. Use Festive Goodwill To Grow Your Audience
If your festive content was a smash hit, now is the perfect time to bounce off the goodwill of your audience.
Run competitions or giveaways to boost engagement and increase followers and expand your email list ready for the new year. If your audience enjoyed your festive content, the chances are they will stick around into the New Year.
5. Optimise For Online
If 2020 has taught us anything it’s that online is important. Very important!
You must optimise your videos according to the platforms you’re using. Fast loading times are crucial to grab the attention of your audience.
With the majority of people now watching content via mobile phone, it’s important you optimise your videos for mobile too.
If you want to know more about how we can help you maximise your engagement through video, please get in touch with us on firstname.lastname@example.org