Read more https://blog.ventunotech.com/2022/07/ott-marketing-strategy/?utm_source=Slider&utm_medium=Slideshare
Discover all the great ways you can build audience for your streaming service
- Video streaming has grown tremendously over the past decade – in audience numbers, in revenue, in cultural significance, in content libraries, and in bandwidth.
- An average user spends 1 hour and 13 minutes, streaming videos every day (Statista)
- Now the question is about how to win your share in this 1hr 13 mins.
- The right marketing strategy will help you win your share in the highly competitive space
So.. What is the right marketing strategy?
- there is only one formula for a successful marketing strategy - understanding your customers
- You need to understand the needs of your potential customers to
- Build a reliable OTT marketing funnel
- Promote your videos to a steady stream of new viewers
- OTT Marketing Funnel: Talk about the marketing funnel
- TOFU : Aware - Users become aware of your streaming service through social media, paid ads, print media, other adverts, organic search
- MOFU: Consideration - Users consider subscribing to your content
- Pricing - role of pricing plans
- Trials - trials to attract
- Exhibit value of library
- BOFu Conversion
- convinced to convert
- importance of retaining
Let’s discuss some of the effective strategies in each of these stages
What to do on the Awareness Stage?
- Promote: Promote your streaming business on print media, social media, and other digital media such as TV, radio,
- Host events that will bring awareness about your streaming service and its content
- Ask your artists (who may already be influential) to promote your service to their audience
- Define your target audience - write an analogy similar to the kids content example in the reference (for another niche)
- Be omnipresent
- have a website, also have mobile and CTV apps. be everywhere your users are
- Design - Try to send your users to the next stage with an efficient design - There is a comparison of Netflix and Hulu landing pages (in ref) - do a similar comparison
What to do in the Consideration Stage?
- Content Strategy -
- Talk about original content
- acquired content (acquired rights to distribute for a certain period in specific/all geo)
- Content acquisition CTAs example -
- Find something similar to the Beachbody example in the above ref
- Social Media Marketing - [https://blog.ventunotech.com/2022/06/social-media-marketing/]
- Nudges to convert
2. OTT marketing strategy is about
understanding your users' needs and
delivering your content in a way they
can't ignore.
What Is OTT Marketing
Strategy?
3. Understanding the needs of the
customer in their decision making
journey will allow you to identify the
right marketing strategy for your OTT
service.
How to Find the Right
OTT Marketing Strategy?
4. Customer Journey
02
03
01
Awareness
Focus on creating
awareness of your
streaming brand
Consideration
Engage users who
express interest and are
likely to spend some time
with your content.
Conversion
Make sure the user
experience is smooth and
the users are retained by
nurturing the relationship.
5. Awareness
Introduce your service, and apps
and guide users on how to use and
navigate through your apps.
BRING IN
VISITORS
TO YOUR
STREAMING
SERVICE
Paid Digital
Campaigns
Print Media
Ads
Social
Media
Marketing
6. What Should You Do in
the Awareness Stage?
Keep your design simple and intuitive
Be present where your viewers are
Define your target segment
7. Focus on specific target segment
instead of wasting your efforts on
those who might not use your
streaming service
Define Target Segment
The team should conduct
a proof of concept.
8. If you do not have apps designed for
the devices preferred by your target
audience, you lose them there.
Be Present Where Your
Audience Are
9. Ensure your apps are user-friendly
and give the best streaming
experience.
Keep your design
simple and intuitive
11. What Should You Do in
the Consideration
Stage?
Communicate Value
Persuade to convert
12. How to communicate
value and convince
user?
Promote each piece of content,
individually to show its value
Use social media to promote
content
Nudge user with push notifications
Communicate benefits in email
15. What Should You Do in
the Conversion Stage?
Understand users
Improve user experience
Build loyalty
16. Understand Users
Knowing your audience's preference
helps you to create content they enjoy
and promote them efficiently.
17. Improve User
Experience
Ensure your videos are adaptively
encoded for seamless content
delivery
Give a personalized experience
with recommendations and
watchlists
18. Build Loyalty
Reward with coupons
Delight them with personalized
plans
Win back lost customers
Collect feedback and improve
19. Wrap Up
Keep your users interested in
your content and get them to
spend more time with it.
