How to Put Together a Video Marketing Strategy That Works

So, you’ve decided it’s time to step up your game with video content.

Smart move!

The digital world is buzzing about the power of videos, but knowing how to weave them into a winning strategy can feel like solving a Rubik’s cube blindfolded.

How do you start? What makes for compelling video content that not only draws eyes but keeps them glued? And more importantly, how does this fit into an overarching marketing plan without breaking the bank or spiraling into chaos?

You’re not alone in asking these questions. A study in 2023 showed that 91% of people want to see more online videos from brands. This stat alone screams opportunity but also highlights the challenge of standing out.

This guide walks you through crafting a coherent and effective video marketing strategy, focusing on connecting genuinely with your audience while driving your business goals forward.

What is Video Marketing?

Video marketing is a form of content marketing that uses videos to promote or market a product, service, or brand. Its goal is to attract, engage, and convert viewers into customers or supporters by delivering valuable and relevant content on a highly engaging platform.

86% of businesses already use video marketing, with  71% of B2B and 66% of B2C marketers incorporating video production into their marketing campaigns.

It’s easy to see why — 72% of consumers prefer watching videos over reading about a product or service. And if you’re stuck doing only written content, you’re throwing away enormous opportunities to reach your audience.

A robust video marketing plan can serve a variety of purposes in marketing:

• Brand Awareness: Creating videos that showcase your brand’s personality, values, and offerings can help build brand awareness and recognition.
• Product Demos: Videos demonstrating how your product works or its key features can help potential customers understand its value and functionality.
• Tutorials and How-To Guides: Providing helpful instructional videos related to your industry or product can establish your expertise and provide value to viewers.
• Customer Testimonials: Featuring satisfied customers sharing their experiences with your product or service can build trust and credibility.
• Behind-the-Scenes Videos: Giving a peek behind the scenes of your company or production process can humanize your brand and foster a connection with your audience.
• Webinars and Live Streams: Hosting live video events such as webinars or Q&A sessions can engage your audience in real time and provide interactive experiences.
• Social Media Engagement: Short-form videos optimized for social media platforms can increase engagement and reach.

Video marketing has become increasingly popular due to the growth of online video consumption and the effectiveness of video in conveying messages and emotions. It allows marketers to tell compelling stories, evoke emotions, and create memorable experiences that can influence purchasing decisions and brand perceptions.

How to Put Together a Video Marketing Strategy

Start by establishing your goals and key messages.

What do you want to achieve with your videos? Brand awareness, product demos, customer testimonials?

Then, set a realistic timeline and budget.

Choose your distribution platforms (YouTube and social media are the most popular) and decide on your video style. Will you go with live-action, animation, or a mix?

Here are some of the most popular channels that video creators use, according to Wyzowl:

Before you hit record, there’s one crucial step: getting to know your audience. After all, you’re creating videos for them, not for you.

Dive deep into your target market and create detailed buyer personas that outline their demographics, interests, pain points, and goals.

What kind of content do they crave? What questions do they need to be answered?

Understanding your audience is key to creating videos that resonate.

Once you know your audience, it’s time to brainstorm video ideas. The possibilities are endless, but here are a few tried-and-true formats:

• Product demos and tutorials
• Customer testimonial videos
• Behind-the-scenes glimpses
• Educational how-to videos
• Entertaining branded content

Some of the most popular types of videos created are:

The key is to mix it up and keep it fresh. Don’t be afraid to get creative and experiment with different types of videos.

Creating Killer Video Content

Ready to integrate video production into your marketing strategy? Here are some tips for crafting engaging videos that will keep your audience coming back for more:

Keep Videos Short and Sweet

In today’s fast-paced world, people have short attention spans. That’s why it’s important to keep your videos short and to the point.

Aim for videos that are 2-3 minutes long, and make sure every second counts. Get to the point quickly and deliver your message in a clear, concise way.

Tell a Compelling Story

People love stories. By crafting a compelling narrative around your brand or product, you can create an emotional connection with your audience and keep them engaged.

Think about the problem your product solves or the value it provides, and build a story around that. Use real-life examples and customer testimonials to make it relatable and authentic.

Use Visuals and Animations

Video is a visual medium, so make sure your content is visually appealing. Use eye-catching graphics, animations, and footage to bring your message to life and keep viewers interested.

You don’t need a big budget or fancy equipment to create great visuals. Even simple graphics or stock footage can be effective when used strategically.

In the era of AI, video creation no longer requires special skills or editing software. Text-to-video generators can produce short-form videos just from a simple prompt!

Learn more about AI video generators in this prompt-to-video AI guide.

Include a Clear Call-to-Action

Every video should have a clear purpose and a specific action you want viewers to take. Whether it’s visiting your website, signing up for your email list, or making a purchase, make sure your call-to-action is clear and compelling.

Include your CTA both verbally and visually, and make it easy for viewers to take the next step. The easier you make it for them to engage with your brand, the more likely they are to do so.

Optimizing Your Videos for SEO

You’ve put in the hard work to create an amazing video. But if you want it to get seen by your target audience, you can’t just post it and hope for the best.

That’s where video SEO comes in. By optimizing your videos for search engines, you can boost your chances of ranking higher in search results and driving more traffic to your content.

Include Relevant Keywords

One of the most important aspects of video SEO is including relevant keywords. These are the words and phrases that people are searching for when looking for content like yours.

Do some research to find out what keywords your target audience is using. Then, incorporate those keywords naturally into your video titles, descriptions, and even the content itself.

Optimize Video Titles and Descriptions

Your video titles and descriptions are prime real estate for including those important keywords. But they also need to be engaging and compelling enough to make people want to click and watch.

Keep your titles concise but descriptive, and make sure they accurately reflect the content of your video. In your descriptions, provide a brief overview of what viewers can expect and include a clear call to action.

Add Closed Captions and Transcripts

Adding closed captions and transcripts to your videos can help improve accessibility and boost SEO. Captions allow people to watch your videos even if they can’t listen to the audio, while transcripts provide a text version of your content that search engines can crawl and index.

Plus, including captions and transcripts can help you rank for even more keywords and phrases. So take the extra time to add them to your videos — it’s worth it in the long run.

Distributing and Promoting Your Videos

Creating great video content is only half the battle. To really see results from your video marketing efforts, you need to get your videos in front of the right people.

That’s where distribution and promotion come in. By sharing your videos on the right platforms and including them in your other marketing channels, you can expand your reach and drive more engagement.

Share on Social Media

Social media is one of the most powerful tools for promoting your video content. Platforms like Facebook, Instagram, and Twitter allow you to easily share your videos with a wide audience and engage with your followers.

When sharing on social media, be sure to include compelling headlines and descriptions that will grab people’s attention. You can also use relevant hashtags to make your videos more discoverable.

Embed Videos on Your Website

Your website is the perfect place to showcase your video content. By embedding videos on relevant pages, you can keep visitors engaged and provide them with valuable information.

Plus, embedding videos on your site can help improve your search engine rankings. Search engines like Google prioritize pages with video content, so including videos can give your site a boost.

Include in Email Campaigns

Email marketing is another great way to promote your video content. By including videos in your email campaigns, you can grab your subscribers’ attention and encourage them to engage with your brand.

When including videos in emails, be sure to use a compelling thumbnail image and include a clear call to action. You can also use video marketing metrics to track how well your videos are performing and make adjustments as needed.

Measuring the Success of Your Video Marketing

You’ve created amazing videos, optimized them for SEO, and promoted them across your marketing channels. But how do you know if your efforts are actually paying off?

That’s where measuring the success of your video marketing comes in. By tracking key metrics and analyzing your results, you can see what’s working and what’s not — and make data-driven decisions to improve your strategy.

Track Views and Engagement

One of the most basic metrics to track is views — how many people are actually watching your videos? But views alone don’t tell the whole story.

You also want to look at engagement metrics like likes, comments, and shares. These give you a better sense of how well your videos are resonating with your audience and whether they’re motivated to take action.

Monitor Click-Through Rates and Conversions

If your videos include calls to action or links to your website, it’s important to track click-through rates and conversions. This will help you see how effective your videos are at driving traffic and generating leads or sales.

You can use tools like Google Analytics to track these metrics and see how your videos are contributing to your overall marketing goals.

Analyze Audience Retention

Another important metric to look at is audience retention — how long are people watching your videos before dropping off? This can give you insights into what parts of your videos are most engaging and where you might be losing viewers’ attention.

Most video platforms, including YouTube and Vimeo, provide audience retention data that you can use to optimize your content and keep viewers hooked.

Boost Engagement and Drive Results with Video Marketing

All said and done, piecing together an impactful video marketing strategy isn’t just about uploading short clips to the internet. It’s understanding who watches these videos and why they should care enough to hit play – then share with friends or even better, convert.

Putting together a successful video marketing strategy requires careful planning and execution. By following the steps outlined in this guide, you can create a strategy that resonates with your target audience, drives engagement, and ultimately achieves your business objectives.

Remember to start with clear goals and audience research, choose the right types of videos for your objectives, optimize your content for various platforms, and consistently measure and refine your approach based on performance data.

Video marketing offers a powerful way to connect with your audience on a deeper level, build brand awareness, and drive meaningful actions. Embrace the creative opportunities that video presents, and continually adapt your strategy to stay relevant and impactful in the dynamic landscape of digital marketing.

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