If it was, you wouldn’t be reading my article. Building that audience is actually more like an elusive journey to a prized destination. Different people take different paths to get there with unique twists and turn along the way. Sometimes the journey is grueling, difficult, and frustrating. And, honestly, some people never make it. Although they may persist for years, the path they follow does not ultimately lead to their destination, so they travel in circles, beating the same broken path over and over again.
Build your video strategy. It’s a plan that helps you accomplish what it is you're hoping to achieve with your online video efforts. Think of your path on a treasure map. Right now you're at sea, but where you really want to be is on an island digging at a spot marked with big red X. Unfortunately, your map is missing the dotted line that leads you to that X, so you have to make one. That dotted line is the role your video strategy plays.
What might your big red X be? It could be almost anything really.
■ To build an audience.
■ Drive traffic to your website.
■ Increase product sales.
■ Establish yourself as a thought leader in your industry.
■ Raise awareness about a cause or charity.
■ To entertain.
■ Teach and educate people."
Steps to Mapping Your Path with video strategy
Step 1: Identify the X
Start by thinking about the destination of where you want to be if your video efforts are successful. What defines “success” for you? What’s the X on your map?
Some examples of X might be:
■ To become a stand-up comic on Comedy Central.
■ To raise awareness about my non-profit organization.
■ To land a record deal for my band.
■ To have my own clothing line for sale in New York City.
■ To teach people how to better care for their dogs.
■ To give hope to those who are struggling with depression.
■ To direct my own film for a major motion picture studio in Hollywood.
Step 2: Why Do You Want X?
Step 3: Bring the X Into Focus
Step 4: What your Strategy Must Be
Step 5: What Your Strategic Path Must Do
Step 6: Start Traveling Down Your Path