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Make your brand more memorable using a well-crafted video marketing strategy. A strong video marketing strategy can boost awareness and drive customers through the sales funnel, especially in the crowded digital marketing space.
The impressive return on investment reported by 93% of digital marketers means that both the audience and opportunity already exist social media, and that brands just need a solid strategy to create successful video campaigns.
Learn the key factors to plan a stand-out video strategy, and get inspired with video formats to create with Clipchamp video editor to turn your strategy into action.
How to create a custom video marketing strategy
Start by outlining your campaign’s intentions to define a clear purpose for your video marketing strategy to guide you through every video you create. Each business has it's unique story to share, but you can follow these five steps to learn how to create personalized video marketing most effectively for your business.
1. Determine your video goals
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 help plan the video strategy. Once your goal and desired action are defined, this will guide who you want to reach.
2. Identify your target audience
With so many people watching hours of video content daily, it's essential to pinpoint the ideal audience for your business videos. Start by identifying who needs your solution and where they spend their time online. Answering these simple questions will inform your research into demographics, consumer habits, and the digital buying journey. Dive deep into your past business data to make detailed buyer personas. These personas will give you a clear picture of your target customers, helping you decide the best platforms to share your message. By understanding your audience, you can create more engaging and effective video marketing strategies.
3. Choose the right video format and platform
There are many platform options for social media video marketing. However, each social media platform caters to different types of content and demographics. B2B content for working professionals thrives on LinkedIn. Facebook formats like Reels are more popular among millenials, while TikTok is the go-to platform for Gen Z and Gen A. YouTube and Instagram are versatile platforms 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.
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 video analytics 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. Drive value from your videos and make the most of your video marketing campaign.
Video marketing ideas for 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 for 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 for 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 for 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 is becoming a game-changer for promoting your business. With well-crafted video content for social media and beyond, you can captivate customers at any stage of the online buying.
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.
