keep in mind there are variations to the marketing plan you need, depending on your industry and the goals of your marketing team. ultimately, this element of your marketing plan will help you describe the industry you’re selling to and your buyer persona. use the marketing channels section of your marketing plan to lay out which social networks you want to launch a business page on, what you’ll use this social network for, and how you’ll measure your success on this network. knowing the budget and doing analysis on the marketing channels you want to invest in, you should be able to come up with a plan for how much budget to invest in which tactics based on expected roi. what can you offer that’ll give you a competitive advantage?
this means that all your goals should be specific and include a time frame for which you want to complete them. now that you know how to create your marketing plan, let’s dive into creating a marketing campaign outline that will help you reach the goals outlined plan. now that you know what to include in your marketing plan, it’s time to grab your marketing plan template and see how best to organize the six elements explained above. if facebook live is one of the marketing tactics in your plan, this template will help you design an editorial calendar. this will outline the social media goals, scope of the work, and the tactics that you plan to implement. the best way to set up your marketing plan for the year is to start with quick wins first, that way you can ramp up fast and set yourself (and your team) up to hit more challenging goals and take on more sophisticated projects by q4.
and how does its growth and success stand up to the twists and turns of a global pandemic? every year, we ask a range of questions — many of them the same from year-to-year — to evaluate how the video marketing landscape is changing and growing. this is the high point in a general story of video usage growing which can be traced back to 2016 (the first time we asked this particular question in this way). 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019. on measuring success, most marketers (62%) consider video engagement the top metric. unfortunately, 2021 was not the end of the pandemic – and it looks like covid is likely to continue to make its impact felt in 2022. well, 64% of marketers say the pandemic has affected their video marketing plans for 2021 and 2022. out of these people, three-quarters said the pandemic made it more likely they would create video, and the other quarter said it made it less likely. more than 99% of current video marketers told us they’ll continue using video in 2021, and two-thirds plan to increase or maintain their spend.
the net result of this is that we can all expect to see more noise and competition for audience attention in the coming 12 months. most of the percentage data around usage, spend, and consumer opinion are in the 80s and 90s — where they’ve held, consistently, for a number of years. unsurprisingly, youtube is the most widely-used platform among video marketers — used by 88%, with a considerable gap to the next widely-used. as well as being the most common ‘goal’ of a marketing video, an overwhelming majority of people (96%) report watching explainer videos to learn more about a product, with 88% being swayed to make a purchase. nearly nine out of ten people report wanting to see more videos from brands in 2021, making video an excellent tool for lead generation and brand awareness. you can check out the full report — with plenty more data points — and get a downloadable version by visiting wyzowl’s state of video marketing 2022 page.
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