Video marketing has become an essential part of any modern marketing strategy. With more consumers watching videos online and platforms like YouTube and Facebook prioritizing video content in their algorithms, videos allow brands to engage audiences in new and compelling ways.
Developing an effective video marketing strategy takes planning and forethought. Simply publishing random videos will not drive results. You need a strategic approach to create videos that attract your target audience and encourage them to take action.
In this comprehensive guide, we will cover everything you need to know to build a successful video marketing strategy, including:
Why Video Marketing Matters
Here are some key reasons why video marketing should be part of your overall marketing mix:
People love watching videos – According to Wyzowl statistics, 90% of customers say videos help them make buying decisions. Video is engaging and interactive content that keeps viewers interested.
Videos increase conversion rates – Viewers are 4X more likely to buy a product after watching a video about it. Videos can show your product in action and influence purchase intent.
Google loves videos – Google prioritizes videos in search results with rich snippets and video carousels. YouTube is the 2nd largest search engine. Videos help pages rank higher – This is proven in this Videly Review.
Social media thrives on video – Videos generate more shares, likes and comments than other content. They also get higher organic reach on Facebook and other platforms.
Videos build trust and credibility – Seeing someone explain or demonstrate your product builds trust with viewers. Videos add a personal touch missing from other mediums.
Clearly, video marketing provides invaluable exposure, engagement and conversion upside for brands. As online viewing continues to surge, video marketing will only grow more essential over time.
Developing a Video Marketing Strategy
A strategic video marketing plan includes these key elements:
Set Goals and KPIs
Like other marketing efforts, start by defining your video marketing goals and KPIs. Potential goals may include:
Increase brand awareness or product interest
Educate customers on key features/benefits
Promote specific offers, discounts or events
Drive website traffic or social engagement
Boost conversions and sales revenue
Your KPIs should track progress towards these goals. Example video KPIs may include views, completion rates, conversions, social shares, watch time, and search ranking improvements.
Identify Target Audiences
Knowing your target audiences is critical for creating videos that resonate. Specific demographics to consider include:
Location
Age
Gender
Income level
Interests and behaviours
Your ideal customer personas should inform video themes and messaging. Videos tailored to each persona will perform better than generic videos aimed at a broad audience.
Choose Video Platforms
Major video platforms to leverage include:
YouTube – The #2 search engine where users go to find videos. Optimizing videos for YouTube can earn views and traffic.
Social Media – Native video performs well on Facebook, Instagram, TikTok, LinkedIn, Twitter and more. Tailor videos to each platform’s audience.
Website – Adding videos to key site pages keeps visitors engaged. Optimize pages and videos for SEO rankings.
Email/CRM – Send links to videos in email campaigns or embed videos in emails. Share videos with CRM contacts to build relationships.
Take advantage of platform-specific video features for better reach and visibility.
Optimize for Search
Many people discover videos through search engines like Google and YouTube search. Optimize videos with relevant, search-friendly titles, descriptions and metadata.
One of the best way’s I’ve found was when I read this Videly Review, the cheap software literally tells you exactly what to do to rank higher in Google.
Do keyword research to identify top search queries related to your products/services. Incorporate strategic keywords naturally in your video content.
Create video sitemaps for search engines to index your videos. Feature videos prominently on website pages optimized for ranking.
Plan Video Content Mix
Consider creating multiple video types to attract viewers, promote products, and convert leads. Popular B2B video content includes:
Product Demo Videos – Show how your product works with demos and tutorials.
Customer Testimonials – Showcase happy customer reviews and success stories.
Explainer Videos – Use animations and graphics to explain key information.
Thought Leadership Videos – Position executives as industry experts with interviews, speeches, etc.
Behind-the-Scenes Videos – Give an inside look at company culture and operations.
Webinars/Presentations – Repurpose recordings into educational videos.
Mixing up your video content keeps viewers engaged across the buyer journey.
Choose Video Styles and Production
Videos have varying production needs based on style, such as:
Live-action – Hire a video production team for custom shoot.
Animation – Use tools like Vyond or hire an animated video creator.
Screencasts – Record demo and tutorials right from your computer screen.
Interviews – Film topical interviews with a basic 2-camera setup.
Text/Image Overlays – Add text captions and image B-roll to presentations.
Stock Footage – Use affordable stock video clips to incorporate high-quality footage.
Match production style, quality and branding to your video goals and audience expectations.
Promote Videos
Publishing videos is only half the battle. You also need a promotion strategy to get them seen. Video promotion tactics include:
SEO Optimization – Optimize YouTube and other platforms for organic search rankings.
Social posting – Share videos natively on social channels and paid ads.
Email marketing – Send emails with links to new videos.
Website feature – Embed videos on high-traffic pages and popups.
YouTube ads – Run TrueView and discovery ads to expand viewership.
Retargeting – Remarket videos to website visitors across channels.
Influencer marketing – Provide pre-roll and sponsorship opportunities.
Live events/webinars – Premiere new videos and highlight existing ones.
Promoting videos in multiple ways expands your reach and drives more inbound interest.
Measuring Video Marketing ROI
Analyzing video performance and optimizing efforts based on data-driven insights is crucial for maximizing your ROI.
Key analytics to track include:
Video views
Watch time, completion rates
Audience retention
Traffic sources
Conversions from video pages
SEO rankings
Social engagement
Review metrics regularly and aim to improve KPIs over time by tweaking your video strategy.
You can also measure ROI by comparing video expenses to tangible business benefits like increased sales and lower customer acquisition costs achieved. Factor in both hard metrics and branding objectives.
Creating a Successful Video Marketing Program
With the right strategic approach, video marketing can become an invaluable channel for your brand. Here are some best practices to follow:
Set specific video marketing goals and track proper KPIs. Understand what defines success.
Take time to research your audiences and platforms to inform video themes and tactics.
Produce a diverse mix of video content tailored to each stage of the sales funnel.
Promote videos across channels for organic and paid visibility. Repurpose top performing videos.
Analyze performance metrics regularly. Continuously test and optimize your efforts.
Investing in quality software like Videly your video will have the best possible chance of ranking for your keywords.
Focus on providing value to viewers above all else. Entertain and educate them.
Be patient. It takes time to build an audience and see video results. Persist and improve over time.
Video marketing is a powerful medium when executed well. Follow these best practices to develop a high-impact video marketing program that drives tremendous value for your business.
