Digital Marketing, Thought Leaders

6 Steps to Create Your Video Marketing Strategy

March 11, 2020

by Richard Tiland

CEO, New Evolution Video

Video marketing can be challenging. Make sure your business is doing it right by using these six strategies.

Video is an area of content marketing that no business should overlook today.

It’s the future of online marketing, driving sales and boosting brand awareness across the most popular platforms.

Before you set out to create videos, you need to have a plan in place. Follow these 6 simple steps to creating a successful video marketing strategy:

  1. Focus on your target audience
  2. Have specific goals in mind
  3. Plan and schedule your content
  4. Delegate video creation
  5. Choose where to share and optimize
  6. Measure results

1. Focus on Your Target Audience

While you have a target market and a customer base that you focus on, not everyone in that broad base is going to see your video content.

Aim to narrow your target audience for each piece of video content.

As you think about whom to market a particular video too, consider questions like:

  • What are their pain points?
  • What problem can your video solve for them?
  • Where do they spend their time online?

Create buyer personas based on the answers to these questions and different demographics you may already have about your existing customers.

Not every video you make is going to be aimed at all of your buyer personas.

By knowing your target audience ahead of time, creating the content and sharing it in the right places will be much easier.

You won’t waste time and effort trying to promote a piece of content in the wrong places.

2. Have Specific Goals in Mind

Once you’ve decided on your target audience it’s time to nail down one specific goal for the video you’re planning.

A goal is more than just a hope for what the video will accomplish. It’s what you want the video to achieve for your business, whether that’s building awareness or making sales.

Most videos will fall under either of those broader umbrellas. Your goal can serve a specific purpose, such as:

  • Branding
  • Lead generation
  • Promoting a specific offer
  • Announcing news
  • Introducing a new product or service

Your video can serve several purposes and you can have a few objectives in mind, but you should choose just one main goal to focus on.

This helps you plan the shots, write the script, and measure the results.

You can tighten up your message and you’ll know which metrics to look at to see if your video accomplishes what you want it to.

3. Plan and Schedule Your Content

You’ve zeroed in on your target market, set a specific goal, and now you’re ready to plan the content and create a content schedule.

This is the pre-production phase before you actually film. At this stage, determine which types of videos you’ll be making.

There are many styles to choose from, depending on your audience and your main objective:

  • How-to guides/explainers
  • Interview series
  • Brand story
  • Behind-the-scenes/company culture
  • Case studies
  • Product features
  • Webinars
  • Customer testimonials

With so many different types, it shouldn’t be difficult to fill out your content calendar with a mix of interesting and useful videos.

It’s also a good time to take a look at your video marketing budget. Some videos will require more resources than others.

Microsoft, for example, has its own YouTube channel devoted to customer stories. This is the type of content you can include in a content calendar.

microsoft customer content

A short customer testimonial, for example, can be put together quickly. A behind-the-scenes look at your business, on the other hand, requires more footage.

Keep your brand style, tone, and messaging in mind as you outline videos.

Every video, regardless of type, should stick to your brand message. This shapes the audience’s perception of your brand and helps them identify it easily.

Always aim to have a positive image that makes your target market feel good.

4. Delegate and Create

After all of the behind-the-scenes planning and preparation is complete, you’re ready to start creating your video content. Decide which videos will benefit from professional input.

Working with a professional video production firm can take your concept and bring it to life, delivering a high-quality result that supports your brand’s image.

Delegate the various tasks like script writing, talent acquisition, animations, lighting set-up, filming, editing, and uploading.

Working with a team makes the creation of an awesome video that much easier. Everyone will have a specified role to play. Tap into your team’s talents and skills.

5. Choose Where to Share and Optimize

Your video content is ready to be shared with the world, but where’s the best place to put it?

There are quite a few platforms to consider, and you should share your videos to more than one:

  • YouTube
  • Facebook
  • LinkedIn
  • Vimeo
  • Instagram
  • Twitter
  • Your website/landing pages

Since each platform offers different functions and features, be sure to optimize your videos accordingly.

Optimizing ensures that your videos show up in search and maximize engagement with your audience.

video seo how to rank

Choose a catchy and descriptive title, making use of your main keywords. Add captions, since many people view videos with the sound off.

Use an appropriate call to action so that viewers know what step they should take next.

6. Measure Results

If you’ve run tests for display ad campaigns, you’re probably familiar with A/B testing. A/B testing is the process of testing two, slightly different versions of the same post.

A/B testing lets you know what’s working to help you meet your goals and objectives, and what isn’t.

Test videos against each other by sharing multiple versions of the same video with slight differences. It could be something as simple as a title change or using different keywords.

Upload your video to the desired platform and promote it. Give it some time before you begin to analyze the results. The key metrics to look at include:

  • Engagement ("likes”, shares, re-tweets, and comments)
  • Conversion (website and landing pages)
  • View count

A note on view count - This metric is measured differently on each platform. For Facebook and Instagram, a video counts as viewed if it’s been watched for 3 seconds, whereas on YouTube it has to be watched for 30 seconds to count as viewed.

Creating a Video Marketing Strategy Is Easier Than Ever

Great video content alone isn’t enough to build your brand and explode your sales. You have to have a well-thought-out strategy in place before you start creating and marketing your content.

A strategy gives you a comprehensive guide to follow to take your ideas and turn them into quality, impactful content.

By following these steps, you’ll be well on your way to a successful video marketing campaign that boosts brand awareness and brings you more sales and a growing customer base.

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