Building a video marketing strategy from the ground up: A step-wise guide

Creating a videography strategy is a must for brands these days. To help you in your videography journey, here’s a step-by-step guide.

by Jessica Richards - Business Development Manager
Building a video marketing strategy from the ground up: A step-wise guide

Building a video marketing strategy from the ground up: A step-wise guide

With every passing year, the marketing industry is becoming more and more competitive. Businesses are racing to increase their brand value, visibility and awareness. In such a scenario, you need something really effective to impress your target audience and set yourself apart from the ever-increasing competition.

According to HubSpot

(1) 84% of people say that they would be convinced to buy a product or service after watching its video.
(2) 83% of marketers suggest that they have been generating more leads with the help of video marketing.
(3) 93% of businesses reach customers with the help of videos on social media.
(4) Video is the 2nd most widely used content type on social media to boost audience engagement.

You see, video marketing is one of the best tools for businesses to convey their brand messages. And when you add some personalisation to it, your marketing recipe becomes impeccable. However, you need to understand that video marketing is diverse. Unless you have a clear strategy, you may get lost in its humdrum. To help you avoid such a situation, we’ve created a step-wise guide on setting up a proper video marketing strategy. Please have a look.

1. Begin with your video’s goals

You know, the first step is the most crucial one in every journey. Here, in the case of video marketing, the initial step is defining your video’s purpose and understanding why you need a video marketing strategy. Whether it’s about self-promotion or customer awareness, make sure you outline your video’s goals. Also, keep in mind that video marketing faces struggles when the sole objective of the video is nothing but just “selling more”.

2. Define your buyer persona

Since on-demand content has overthrown traditional content, most people prefer watching videos online than on televisions. To leverage this trend, you need to focus on your buyer persona and envision your potential customers, their age, gender, ethnicity, location, lifestyle, etc. Knowing who you are marketing to not only helps you create a successful video marketing campaign but also helps you improve your brand reputation and visibility. To have a clear picture of your target audience, here are some tips from our UI/UX designer in Melbourne.
• Conduct a market research.
• Document customer personas as if they are real individuals.
• Create multiple personas of your prospective buyers.
• Trawl through any information or data you already have on customers.

3. Create a schedule (and stick to it)

When you are in the marketing world, consistency is the key to success. It will allow you to establish brand familiarity among your ideal customers. Therefore, give yourself the best chance of success by creating a schedule for creating and posting videos. Use the right tools to manage your workload. As creating a video takes more time than creating an image or blog, plan things while keeping such considerations in mind. Once you have a proper schedule in place, just stick to it.


4. Find out what story you want to tell

Each customer is different, so serve them wisely. For example, a housewife is mostly interested in cooking videos. Deciding what stories and topics you want to cover in your video is the most fun part, yet difficult. You have to outline different elements, including the pain-points of a protagonist. Then you have to present a resolution for these pain-points and take the viewer on a journey. While doing so, think about what kind of emotions you want your story to communicate to the viewer. Is it laughter or suspense? Whatever it is, make sure you know it. Furthermore, keep your eyes on what’s trending in regard to your ideal customers, videography and website design.

5. Have a detailed plan for shooting

Once you know what type of video content you are going to create, it’s time to make a list of resources and plan for the shooting and editing part. Chances are, you will need a professional video producer and videographer. Also, you will need some video and audio equipment, analytics and editing software to bring your video to life. Having any kind of professional assistance will give your content higher perfection. So, make sure there is a plan for everything.


6. Include a strong call-to-action (CTA)

Never undermine the importance of a CTA, even when you are creating a video or providing photography and videography services. Include a clear call-to-action to direct your viewers to a landing page. Make sure your CTA buttons are visible and are placed at the end of the video or in the attached text. Whether it’s your homepage URL or a thumbnail of your next video, there should be a crystal-clear CTA included in your video content.

7. Know where to promote your video content

When it comes to your marketing strategy, creating a video is one thing and publishing it is another. Sometimes YouTube and Instagram won’t be enough, especially when you have to strategically promote the video. So, you should know where and how to promote it. You can work with influencers who promote similar content. Also, competitor research is a great way to figure out what platforms would be the best for your videos.

Concluding words on video marketing

That’s it! Those are the key steps you need to follow in your pursuit to build a powerful video marketing strategy. By following these steps, you will be able to get the most bang for your bucks. Above everything, this guide will help you bring your products/services to the limelight, boost their reach among your target audience and boost your sales.


You have successfully signed up for our newsletter.