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How to Build Video Marketing Strategy for Business

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Using written content or images is not enough anymore because it just counts for a fraction of the web. On the other hand, video has a huge demand, which is an excellent opportunity for your business. 

Including video on your website will increase traffic, subscribers, views, and customers.  For this, you must build a video strategy to do it right. A video marketing strategy is essentially your roadmap for achieving your business goals and creating video content.

To create a successful video strategy, you must create a set of goals, budget and map out where you are going, how to achieve it, and measure it. The primary purpose of your video marketing strategy is to create valuable content and connect with your audience. It’s time to put a strategy in place.

Not only do audiences prefer video, but they also demand it. After all, video already accounts for triple content consumption for the next five years.

In this post, you’ll learn the ins and outs of video marketing strategy, from figuring how to set goals to measuring your video marketing ROI. Read below and learn everything you need!

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1. Create Achievable Goals

Image by Isaac Smith

Creating a video content strategy that will breathe new life into your marketing is challenging. But luckily, some fundamental steps will bring you closer to the right place. 

Developing measurable goals for your video marketing strategy can be the difference between you and your competition and have a real return on investment (ROI) thanks to your content.

Your video marketing goals are the starting point of your campaigns.  For that reason, you need to know what you want and identify the content you want to accomplish before you create it. To learn how to set S.M.A.R.T. goals, read Video Marketing Strategy: How to Make your Goals Achievable (and succeed)

2. Find your Target Audience 

Image by Afif Kusuma

Marketers must create targeted, personalized experiences for customers to grab their attention and win over a thousand brands and advertisers out there. By developing a comprehensive understanding of their ideal buyer, they can make a more informed decision. 

Analyze your metrics across your existing social channels to figure out who your target audience is, and if that data is not yet readily available, try to do data analysis of the audience of your main competitors. If you want to create a persona and identify your target audience click here: Find your Target Audience and Customise your Video Marketing Message

3. What Story do you Want to Tell your Audience

Image by Etienne Girardet

Every business has a unique story. Your story changes your business from ‘just another business trying to sell me stuff’ into a brand, a person, and a story that is interesting and worth investing in.

To produce a great video, you must first take the viewer on a journey, figure out what story you want to tell, and connect with your audience. Video marketing can help you promote and say to your viewers about your brand and increase engagement on your social media channels.

Just answer this: what brought you to your industry, and how did you fill a need with your product?

4. Turning your Video Marketing Production Line Into a Powerhouse

Video planning is essential, and delivering on a regular schedule to your audience will help to keep video production cost down. Having a great production line means providing a video regularly.

Excellent planning keeps costs down, allows you to hit your deadlines, and leaves enough time to make any necessary changes without compromising quality.

Altogether, you should plan to spend around 2.5 to 3 days on each video across these different roles. Assign relevant people to each part and try to produce your videos in parallel to one another. That way, all of them are ready at around the same time.

5. Create a Clear Call-to-Action

Image by Cleo Vermij

The Call-To-Action (CTA) is often overlooked by video content marketers who don’t realize how vital this element is in their marketing strategy.

Without a clear call to action, your video essentially has no purpose. If viewers don’t know what to do after watching, they’ll likely lose interest and disappear immediately. Having a clear CTA can convince people to take action, drive conversions and shares. 

6. Measuring your Video Marketing Return to Investment (ROI)

Image by Carlos Muza

The ultimate goal of video marketing is for your video content to drive sales, create new leads and enhance brand awareness among your target audience.

To achieve these objectives, you’ll first need to invest resources, including time, money, and effort, into your activities. These resources must be tracked, with careful attention paid to your return on investment (RoI), and measured to determine if your video marketing strategy is paying off.

From the moment your video is live, you need to monitor it. To do so, you must select what metrics are most important to your overall goal and only measure those. For instance, if your main objective is building brand visibility, you will need to measure: view counts, social shares, and reach. Learn more A Guide to Measuring your Video Marketing Return to Investment (ROI)

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