Are you planning to use video in your digital marketing efforts? If so then you need to launch a solid video content strategy that helps you get great results.
But this is easier said than done.
Don’t worry. In this video marketing guide, we’ll teach you exactly how to create a video marketing strategy that works.
But first, let’s understand what video marketing is and why it’s beneficial for your business.
Let’s get started.
What is Video Marketing?
Video marketing is the use of video content to promote and market your products or services, raise brand awareness, educate your audience, or drive more sales.
Clearly, video marketing isn’t merely about sales.
You can create informative and engaging video content to attract visitors to your website, increase email signups, boost social media engagement, etc.
Why Should You Learn How to Create a Video Content Strategy?
If you’re not using videos, then you’re missing a great marketing opportunity for your brand.
Think about it.
The State of Video Marketing report by Wyzowl suggests that people spend an average of 19 hours a week watching videos.
Image via Wyzowl
92% of marketers say video is a vital part of their marketing strategy in 2022.
Image via Wyzowl
And 86% of businesses use video as a marketing tool.
Image via Wyzowl
As you can see, ignoring video marketing is denying your business opportunities for growth.
The statistics above are just the tip of the iceberg though.
Read on to understand the importance of video content marketing and its benefits to your brand.
Video Marketing Improves SEO and Conversions
According to a recent survey by Wave.video, 31% of small businesses use videos to boost SEO.
Image via Wave.video
According to the Wyzowl report, 87% of marketers say video has helped them generate good ROI for their businesses and 81% have reported increased sales.
Image via Wyzowl
From these stats, it’s clear that video content can be a powerful marketing tool for businesses and brands of all sizes and industries.
Video Marketing Appeals to Mobile Users
Almost 53% of the total website traffic comes from mobile users.
According to a 2020 survey conducted by Statista of viewers in the United States, 43% of respondents said they used their mobile phones to watch online videos.
Image via Statista
This means that complementing your online marketing efforts with video can help you attract mobile visitors to your website.
Videos Have Higher Information Retention Rate
Due to the interactive nature of videos, people are more likely to retain information from watching videos than from reading textual content.
That means that when you use videos to promote your brand, your customers will remember you when they come across your message elsewhere.
Video Marketing Can Help Increase Brand Awareness
Another reason to learn how to create a video content strategy is that video can help build brand awareness and reach and reach new customers.
36% of online marketers use video to reach new audiences and educate more people about their company.
Image via HubSpot
That said to launch a successful video campaign for your business, you should try to use different types of video content such as product demos, live videos, testimonials, explainer videos, testimonial videos, social media videos, commercials, etc.
How to Create a Video Marketing Strategy in 8 Steps
Getting started with video marketing requires detailed planning and budgeting to enable you to create video content that resonates with your target audience.
Follow the video marketing tips below to understand how to execute a powerful video marketing strategy.
1. Identify Your Audience and Define Your Video Marketing Goals
Even though videos appeal to different audiences, not all people will love the products you promote through videos. So, you need to have a clear idea of who you want to target with your videos.
Ask yourself these questions:
- Who are you targeting with your video campaign?
- What type of video content resonates with them?
- What channels do they spend most of their time on?
- Which device does your audience use to watch videos?
Identifying your target audience will help you determine what types of videos to create and where to distribute them. This is where audience research comes in.
With the right audience insights, you can create user personas that help you define your ideal customers. The next step is to define your marketing goals.
Generally, most marketing videos fall under the following categories.
Image via Superside
- Improve awareness
- Increase engagement
- Educate the audience about a brand, its products or services
You could define specific goals like:
- Increase sales
- Drive more website traffic
- Retain more customers
- Grow social media community
- Boost SEO
It’s important to have clear and simple goals. We also recommend splitting your goals into short-term and long-term.
2. Set a Budget and Decide a Timeline
Your video marketing budget will impact many marketing decisions. This includes how many videos you can create, whether you will outsource or produce videos in-house, how long your campaign will run, etc.
Remember that setting a huge budget doesn’t necessarily guarantee great results. The most important thing is to ensure your budget can help you produce good quality videos that help you achieve your goals.
The good news is that there are tons of ways to create video content. Besides, you don’t need a huge budget to start running video marketing campaigns.
You can capture videos using your smartphone or use online video creation platforms such as Loom, Vidyard GoVideo, VideoForm, etc.
If you plan to outsource marketing video production to professionals, you can expect to spend anywhere from $1,200 to $50,000 for a professional video. You’ll spend less than $5,000 if you create your video in-house.
Next, decide the duration of your campaign, depending on your budget and marketing goals. Your campaign should run long enough to achieve your goals, without exceeding your budget.
3. Develop Messaging and Select the Type of Video
This is the stage where you need to determine the type of video to produce and how you will tell your story.
You can conduct research to determine which videos your audience likes to watch.
Generally, explainer videos are the most popular types of marketing videos marketers produce followed by social media videos
Image via Wyzowl
You can also create case studies, webinars, corporate brand videos, product demos, how-to videos, and more depending on what resonates with your target viewers.
4. Decide Your Video Production Approach
Now that you’ve decided what type of videos to produce, you need to decide how to produce them.
Note that your budget will dictate how you will make your videos. For instance, if you have a tight budget, you can use your in-house team or shoot video footage with your phone.
The good news is that there are plenty of online video makers that are easy to use for everyone.
If you have enough budget, you can hire a team of professional video creators or hire a video production company.
A good rule of thumb is to outsource high-value videos such as client testimonials and case studies and then have your in-house team create videos for social media videos for TikTok, Instagram, Facebook, and other channels.
5. Come up With a Video Marketing Content Calendar
Now that you have set up everything, you need to create a video content calendar.
A video content calendar will help you to stick to a particular schedule. It’ll also help you organize all your video ideas, edit videos timely, and schedule your video uploads.
The last mistake you want to make is to produce a single video and stop there. It won’t bring in any results. You need to be consistent with your video marketing strategy to keep your target audience engaged with frequent new videos.
You can create a simple video content calendar like the one below using Google Sheets or Canva’s pre-made template.
Image via OptinMonster
It’s also important to keep your video content calendar filled in advance, for at least a quarter.
6. Optimize Your Video Marketing Strategy for Better Results
Till now, you’ve learned how to create a video content marketing strategy. Now, it’s time to learn how to optimize it further before you launch your campaign.
Here are a few tips:
- Add a clear call-to-action
- Optimize your video titles and descriptions for SEO
- Keep your videos short and simple
- Use social proof in your videos
- Engage with your audience
7. Choose Your Video Promotion Platforms
Creating a video is half the battle. You also need to get it in front of the right audience. Therefore, it’s important to identify the right video platform to promote your videos.
Since you started by identifying your target audience and creating user personas, it should be easier to determine the right social media platforms to promote your videos.
Some of the most popular video distribution platforms include:
- Your website
- Social media platforms like Facebook, Instagram, TikTok, LinkedIn, Twitter, etc.
- Video hosting platforms like YouTube, Wistia, Vimeo, etc.
Note that the choice of your video promotion platform depends on your target audience and the types of videos you produce.
8. Identify Key Metrics to Track the Performance of Your Video Marketing Strategy
It’s not enough to execute your strategy. You also need to figure out if it’s actually successful in helping you achieve your goals.
That’s why you need to identify key video metrics to measure the performance of your marketing campaign. Focus on important metrics that impact your campaign, such as conversion rates, view time, social shares, engagement rate, etc.
Once you have determined your key metrics, start promoting your videos following the 80/20 rule. The rule states that 20% of your time should be spent creating video content and 80% promoting it.
Q1. What is a video marketing strategy?
A. A video marketing strategy is a plan created by a marketing team that guides their video marketing campaign from the start to finish.
It lays out every task involved in the video content creation, curation, and distribution of videos to promote products or services.
Q2. What is video marketing?
A. Video marketing is simply the use of videos to achieve set goals and objectives. For instance, marketers use video content to promote and market their products, increase traffic to their websites, etc.
Q3. How do I start a marketing video campaign?
A. Build a successful video content strategy using these video marketing tips:
- Identify your target audience and define your marketing goals
- Set a budget and decide on a timeline
- Develop messaging and select the type of video to produce
- Decide your video content production approach
- Come up with a video content calendar
- Optimize your video marketing strategy for better results
- Choose your video promotion platforms
- Identify key metrics to track the performance of your video content strategy
Q4. What are the types of video marketing?
A. The most popular types of video content are:
- Educational videos or how-to videos
- Animated video
- Explainer video
- Product videos
- Behind-the-scenes videos
- Case studies and testimonial videos
- Social videos
- Demo videos
- Live videos
- Expert interviews
Q5. How do businesses use video marketing?
A. Video marketing helps businesses to promote their products or services. Marketers can create high-quality video content to increase engagement, boost SEO and conversion rates, reach new audiences with a new medium, etc.
Ready to Launch Your Video Marketing Campaign?
Video marketing isn’t a new thing. It’s been here for a while and is here to stay. However, people are consuming more video content these days than written content.
What does this mean?
You need to learn how to create video marketing strategies that can help you produce viral videos that encourage people to take action.
You should keep your target audience in mind, and set specific video content marketing objectives, budget, and timeline for your campaign.
Need help with your video content marketing? Leverage Attrock’s professional content marketing services to run successful campaigns that deliver solid results.