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PART 2. Video Marketing Strategy

Author: Quân Thế


In a context where users increasingly prioritize visual content, video marketing has become an indispensable tool in a company’s communication strategy. However, for videos to be not only visually appealing but also truly effective, building a well-structured video marketing strategy is essential. A clear strategy helps businesses identify the right audience, deliver the right message, optimize budgets, and accurately measure results. The following section outlines the core steps to help you gradually build an effective and sustainable video marketing strategy.

 

How to Create a Video Marketing Strategy

 

1. Choose your target audience and understand where they spend their time.

2. Connect with stakeholders to align on the video plan.

3. Set a timeline and budget for your video.

4. Choose the best platforms to distribute your video.

5. Develop the message and select the type of video that fits your brand personality.

6. Decide which metrics you want to track and how you will measure success.

 

Before you set up, record, or edit anything, start with a video marketing strategy. Why? Because every decision made during the video creation process should tie back to the purpose of the video and the action you want viewers to take after watching it.

 

Without a clearly defined and agreed-upon objective from the start, you may find yourself stuck in a cycle of reshoots, reframing, and re-editing. This wastes a significant amount of valuable time. That’s why it’s essential to begin the process with a clear and well-defined strategy.

 

1. Choose your target audience and understand where they spend their time

 


The popularity of video and user-generated video content means that you need to target a specific audience with each video. If you don’t yet have detailed buyer personas, now is the time to start creating them. If you already have a set of buyer personas, make sure to update them to include the latest video-related research.

 

2. Connect with stakeholders to align on the video plan
Usually, many people are involved in creating a video. How do you ensure everyone is on the same page?

 

Create a questionnaire using Google Forms or SurveyMonkey and send it to the project’s stakeholders. This allows you to ask everyone the same questions and keep all feedback in one place.

 

At this stage, it’s crucial to agree on a clear set of goals. Is your video marketing aimed at increasing brand awareness? Selling more event tickets? Launching a new product? What action do you want viewers to take after watching the video?

 

3. Set a timeline and budget for your video


Think of video as a shorter, faster, and more cost-effective version of your favorite movie. While videos require fewer resources to succeed, they can still be time-consuming and expensive. You can save both time and money through proper planning and project management.

 

 

Create a clear timeline for each step of the process and plan for potential delays. Even small video productions rely on the skills of many different people. Therefore, you want to ensure that even when unexpected challenges or changes arise you can still deliver the video on time.

 

4. Choose the best platforms to distribute your video


Before you start creating your video, think about where it will be published. YouTube SEO is becoming just as important as website SEO. Consider what users on each platform are searching for. You should also take into account:

 

  • Average watch time

  • File size and audio limitations

  • Community

  • Budget

  • Promotion

 

Although videos are often used for advertising, they don’t always promote themselves automatically. Some platforms offer built-in advertising options, while others require you to invest more time and effort to get your video content noticed.

 

5. Develop the message and choose the video type that fits your brand personality


It’s essential to communicate the right message through your video. If you’re unsure which message works best for customers at different stages of the buyer’s journey, adjust your video messaging accordingly.

 

 

Based on your budget, skills, and resources, consider potential creative constraints. Do you need a designer to create external graphics? Are you planning to produce animated videos or live-action videos?

 

6. Decide which metrics you want to track and how you will measure success


Before production begins, you need to define your video goals and identify the best metrics to determine whether those goals have been achieved.

 

You can default to the metrics available on your chosen platform, but this can make it difficult to assess whether your video strategy is effective over time. It can also complicate measuring the performance of a multi-channel video strategy.

 

Instead, choose a set of key performance indicators (KPIs) that align directly with your video objectives.

 

A Guide to Marketing Your Videos Through the Flywheel

 

 

Often, companies seize the opportunity to create their very first video.

 

They spend their entire budget on a single explainer video for their homepage, but once the project is finished, all future video plans come to a halt.

 

Other businesses release a large volume of social videos. However, these videos often simply copy short-lived trends they’ve seen elsewhere, so they fail to connect with their audience’s real problems or habits.

 

Video marketing cannot be a game of impulsive guesswork. Instead, you need to build a comprehensive video marketing strategy that applies to every stage of your flywheel.

 

Start with the inbound methodology.

 

The inbound methodology is a marketing and sales approach focused on attracting customers through relevant and helpful content and meaningful interactions.

 

Every video you create should address your audience’s challenges and present clear solutions.

 

 

In the following sections, we’ll introduce the types of videos you should create for each stage of the flywheel. To get started, plan to produce at least two videos for each stage.

 

Don’t forget to include calls to action that guide viewers through the buyer’s journey and into the role of a “promoter.” Over time, you can refine your approach based on conversion rates and any content gaps you identify.

 

 

=> You can view the full, detailed version of this article here to gain a deeper understanding.