How to Create a Video Marketing Strategy

Jumping into video marketing without a strategy is like trying to navigate your way to a destination without a map or GPS. You may arrive where you want to be or you may find yourself somewhere completely unfamiliar.

Before we set off on the journey of how to create a video marketing strategy here are a few stats that will help you understand the importance of video marketing for your business.

According to Wyzowl, in 2022, audiences are spending an average of 19 hours a week watching videos online.

31% of marketers add video to improve SEO. Websites see a search engine boost when they add video because it increases page quality and the time visitors spend on the page.

More than 60% of marketers say their customer acquisition cost has gone up. At the same time, 83% of video marketers say that video helps them generate leads.

According to Hubspot 91.9% of users will watch any type of video content, 31.3% want how-to videos and another 29.8% want educational videos.

Developing Your Video Marketing Strategy

As a digital marketing agency in Raleigh, we’ve seen the results of businesses creating one-off videos, uploading them to their website and sharing them on social media. Too often, the results are mediocre and disappointing.

Creating a video marketing strategy should be the first step before setting up, recording, or editing anything. When creating a video, you need to make sure that every decision you make is related to what you want your video to accomplish and the desired action you want your audience to take after watching the video. This will help avoid unnecessary and costly re-shooting, editing, etc.

So where do you begin in developing a video marketing strategy?

Target Audience

As a first step, you should determine your target audience and understand their interests. Building clear personas that include their preferences and behaviors regarding video content is crucial. Knowing what your target audience likes to watch and where they find their video content will allow you to create and share content that is relevant to them.

Video Plan and Goals

The next step is one that often gets overlooked or dismissed but if you don’t have a plan and clear goals for your video marketing you risk producing content that misses the target or even worse video that gets traction but not the results you wanted.

Here are a few of the questions we recommend you ask yourself and anyone else on your team responsible for the video content.

Does your video marketing aim to increase brand awareness?
Are you looking to convert prospects into customers with your video marketing?
Is your video marketing intended to introduce a new product or service?
What do you want your audience to do after watching a particular video?

Timeline and Budget

After establishing the plan and goals of your video marketing you should then define a realistic timeline to complete the project. Regardless of the complexity of your video, there are certain steps you need to follow which involve a variety of skills and resources. Successful video marketing makes sure the smallest of details are accounted for not only in the timeline but also in the budget.

Video Platform

At this point you will want to determine where to upload your video. YouTube? TikTok? Website? Once again, you should consider your target audience and where they search for video content relevant to them.

If one of your video marketing goals is to convert your audience, then you should choose a platform that will allow you to easily and economically advertise your video content.

For videos intended to educate your audience, you may choose a platform that allows greater engagement with your audience.

Videos are 40X more likely to be shared than text or images on social media. Video sharing via stories is becoming increasingly popular.

Metrics

As with all digital marketing strategies, being able to measure your success relies on being able to track metrics. The first step to measuring the success of your video marketing is determining the most important metrics that will help you evaluate whether you are hitting your goals. Here are some of the metrics we typically use to measure video performance.

View views
Play rate
Video completion rate
Click through rate
Social sharing and comments

Messaging

You’re now ready to start crafting the message you want your video marketing to deliver. We recommend aligning your messaging with your buyer’s journey. By doing this, your videos will resonate with your target audience and provide answers to their questions.

Once you have a well-defined message outlined, you can determine the appropriate type of video to create. Here are some suggested video types we recommend.

Demos
Brand awareness
Expert interview
How-to or educational
Animated video
Testimonial

Video marketing should be one of the most important pieces of your digital strategy in 2022 and beyond. It has the ability to educate, generate leads and convert customers. In the last 5 years alone we’ve seen a 20% increase in use of video marketing campaigns.

Isn’t it time you leverage the power of video? Contact us now for a free consultation.

BOS Digital is a Raleigh digital marketing agency. Our team of subject matter experts understand the complexities of lead generation, digital marketing, communications, and goal-driven marketing.