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The average person consumes 183 minutes of video content daily (excluding TV). This will grow to 219 minutes by 2028. Businesses are growing their marketing toolkit in response to this trend, with 93% of marketers reporting a positive ROI from video. The audience and opportunity are already there, you just need to strategize and launch a targeted marketing video campaign.
What is a video marketing strategy? It’s a plan that outlines types and platforms of video marketing content to drive brand awareness, increase sales, and engage customers.
Part of the reason for video marketing’s growing popularity is that shooting and editing video is more accessible than ever before. Anybody in your team can start making videos today to reap the benefits of video marketing. Read on for tips and examples of how to create a video marketing strategy with Clipchamp.
How to create the best video marketing strategy
Before you begin shooting and editing, start by outlining your campaign’s intentions. This will define a clear purpose for your video marketing strategy that will guide you through every video you create. Follow these five steps to learn how to use video marketing most effectively for your business.
1. Determine your video content’s goal
The first step to developing a video marketing strategy is to clearly define what you want to achieve. This will inform how you structure your video’s message, including a specific call-to-action (CTA) to achieve your goal. To define your primary outcome, assess which part of the sales funnel you are targeting:
Awareness: attract prospects by drawing attention to a problem.
Consideration: cultivate interest and demand by informing leads of a solution.
Conversion: drive prospects towards the action of purchasing.
Advocacy: nurture loyal customers who use and recommend your business.
Brainstorming a clear purpose will keep your entire video marketing strategy on track. Once your goal and desired action are defined, this will guide who you want to reach.
2. Identify your target audience
Out of all those people watching three hours of video a day, you need to locate the prime targets for your business. Who is in the market for your solution and where are they consuming video content? Answering these simple questions will inform your research into demographics, consumer habits, and the digital buying journey. You then want to get cozy with your data to create one or several buyer personas. When you have a clear picture of your ideal customer, you can then plot where to host your message.
3. Choose the right video sharing platform and format
There are many platform options for social media video marketing. However, all these networks are better suited for different types of content. B2B content for working professionals thrives on LinkedIn. Facebook formats like Reels lean towards a 30+ market. You’ll find Gen Z and younger consumers on TikTok. YouTube and Instagram are dynamic hubs with large user bases across all ages for short-form and long-form video.
There are many considerations when choosing the right place to post your content. Start with a platform where you already have an established base of followers. Read up on what content works best for that platform then familiarize yourself with the video specifications including format and dimensions. The good news is the Clipchamp video resizer makes tailoring a video to different aspect ratios effortless.
4. Plan video scripts, visuals, and editing needs
With an aim, an ideal viewer and a home in mind, you can now plan your video’s direction and vision. Split the life of the video into two cycles – pre-production and post-production.
Start your video script with an outline, detailing ideas for visuals. Remember to factor in a strong hook to catch viewers’ attention and a targeted CTA to drive conversions.
Note down what your video content will require, based on your audience, goal, and platform. Will you need to shoot visuals from scratch, or will you use stock media? Cast your mind forward to the editing process and consider what tools you’ll use to enhance your video like captivating transitions or creating an AI voiceover using text to speech.
This thorough planning will ensure an intentional production process and a focused final product.
5. Batch-create and repurpose videos
Design your video marketing strategy so you can batch-create multiple videos for one campaign. Tailor different versions of the same concept, track impressions and engagement, then repurpose the most successful video for suitable platforms. Small tweaks for specific demographics and networks can help you generate leads across various channels:
Swap out background music to target different demographics with Instagram ads.
Trim a long YouTube video into a vertical YouTube Short.
Convert a long campaign video into a landing page video.
Extract customer reviews to include in a promo video.
Turn a video highlight into an original GIF for newsletters.
Think of each video as an asset that you can reuse in multiple ways. You want to squeeze every last drop of value from your content to optimize your ROI and make the most of your video marketing campaign.
Video marketing ideas for each stage of your marketing funnel
Your overall video marketing plan will drive how you feed prospective customers into your marketing funnel. Create different types of video content for each stage in one campaign.
Awareness – top of funnel
Social media ads: promote your business, products, and services with commercial videos for all social media platforms and dimensions.
Product demos: demonstrate in real time how a product works so prospects can see directly how your business solves their problems.
Explainer videos: educate prospects and customers about relevant concepts and market topics with explainer videos to strengthen credibility as an industry leader.
How-to videos: engage prospects with clear and detailed DIY style tutorials on the basics and advanced features of your products and services.
Consideration and conversion – middle of funnel
Customer testimonials: digitize word of mouth recommendations with a customer testimonial where consumers review and recommend your business in their own words.
Event videos: document your launch, conference, seminar, or any special occasion with POV highlights to cultivate interest and tell your brand story.
Thought leadership: share expert opinions and insights on marketing trends to nurture trust and solidify brand identity.
Advocacy – bottom of funnel
User-Generated Content (UGC): leverage sponsored content creators making their own reviews, testimonials, and demo videos to build trustworthiness.
Interviews: humanize and promote your business with one-on-one or group interviews with senior members of the company, influencers, or industry stakeholders.
Behind-the-scenes videos: guide leads and advocates with a behind the scenes corporate video to establish authenticity and cultivate loyalty.
Video marketing for business is becoming an increasingly important tactic in promotional strategies. With calculated video content for social media and beyond, you can target customers at any stage of the digital buying journey across multiple digital platforms.
Continue learning how to build your brand with video marketing, then get inspired with these business promo video ideas.
Produce delightful and high-performing marketing videos in your web browser for free with Clipchamp or download the Microsoft Clipchamp Windows app.
