Marketing strategy

How to Build a Successful Video Marketing Strategy and Plan

Why is video marketing so popular? Everyone from 10 year olds to seniors wants to make a video. And, indeed, every business is actively considering or working on video content these days.

But how can you create an effective video marketing plan in 2021 that works for you? Currently, over 71% of B2B marketers use videos in their marketing mix. Videos can be a fantastic addition for businesses looking to improve their content marketing.

Whether you’re new to video marketing or just getting started, these tips can help you plan, strategize, and select a video niche. Let us discuss all the tips to help you create success video marketing strategy and plan.

Steps to Develop a Targeted and Successful Marketing Strategy and Plan

Whether you’re new to video marketing or you’ve been using video content to promote your business or brand for many years, you need a clear strategy, a sort of roadmap that outlines goals, tasks, the rules of their interaction and the criteria for success.

Here’s everything you need to know before you start your video creation efforts.

1. Define your brand tone and audience

First, research your target audience. Who are these people – women, men or teenagers? What are their ages? How much money does each Audience slot make on average? What sites do they visit?

You need to know who you are developing a product for, where you want to market it, what emotions you want to evoke, and what goal you want to achieve.

Then choose an appropriate tone of voice. Decide if you want to connect with the audience in a formal or enjoyable way. What problems are you likely to encounter and how will you handle them?

What is prohibited for your brand? You should be able to identify yourself based on the tone of your videos.

2. Establish your brand message

To maintain brand integrity and avoid user confusion, you should deliver a generic brand message across all channels and in every video.

Every message your company puts out should be consistent with what you want your brand to say about itself and what it stands for – its mission.

If your positioning has changed, create a film to commemorate the event. Distribute it across all platforms to ensure people are kept up to date with your brand changes.

3. Accurately estimate your budget

Spending a lot of money on video creation does not ensure its success. You can spend thousands of dollars, but the final video might be a flop.

A modest budget, on the other hand, can hurt your marketing approach since you won’t be able to hire competent experts to produce a contemporary and engaging film. So how do you manage your budget well?

Stay focused on goals and audiences. You don’t have to shoot expensive professional videos to capture the interest of teenagers and college students.

If you operate with a wealthy bourgeois clientele, consider collaborating with an influencer. It can be a blogger or the CEO of a well-known company.

Remember that the guest should reflect your brand ideals so that your audience will accept and admire their presence.

4. Video creation

Start by planning. Consider how often you will post videos: once a week, once a month, or as needed. What kind of video is it going to be?

Livestreams on Instagram/Facebook, regular feature on YouTube, videos for advertising campaigns or something else? Here are some great video content ideas:

Interviews with customers, workers, passers-by and influencers;

Tutorials and courses; product previews; Customer reviews;

Vlogs — behind the scenes of your work;

Webinars and podcasts; Frequently Asked Questions

Choose at least three distinct video types to create the editorial calendar: Topics, Potential Situations, Timeline, Posting Schedule, Goals, Objectives, and Calls to Action.

After completing all the previous steps, you should be able to distribute the tasks among the members of the production team. Define the following:

Who is responsible for writing the screenplay? Who makes the final call on this?

Who is responsible for the video recording lighting?

Do you want to do it alone?

Start with a live broadcast on Instagram. The video will be stored automatically – no further action is required. Don’t rush and buy expensive equipment all at once; instead, start filming with your smartphone.

5. Choose your video distribution channels

Making a video is just the first step. But how do you get your target audience to see it? There are many choices available to you:

You can find them on YouTube and Vimeo. These are the first channels that anyone who wants to get into video marketing thinks of.

Your website. Share the movies on a blog or on sites with customer or company reviews, if any. On the main page, you can also include a product summary or business presentation.

Share the link on all social media platforms where you are present. Ask your workers to repost it.

Send a video via a newsletter. Email is the most private way to communicate with the public.

6. Optimize your videos for different channels

Creating a single video and publishing it in its original version on all channels is unfortunately useless.

People visit various places for various reasons. On Facebook and Instagram, the same individual pursues different goals and is motivated by different factors.

How do you identify and use the appropriate channels for a certain video as efficiently as possible? Consider the following:

Facebook reduces the reach of a post that includes a link to an external website. Upload the video to Facebook immediately, but with a shorter preview to make it easier to watch.

People often use Instagram to relax and get inspired. The female audience is looking for attractive and inspiring images and videos on this page. Use filters on your material to make it bright and upbeat. Increase your social media shares by including some philosophy.

YouTube is the most popular video marketing platform. However, according to YouTube rules, you should wait up to two weeks before making any changes to the video.

Fundamentals of YouTube SEO

Remember that YouTube is owned by Google, which favors SEO-optimized content and uses a multitude of sophisticated ranking algorithms.

When adding a new video to your YouTube profile, be sure to follow these SEO tips:

Video Title: To start, use the YouTube Keyword Tool or another SEO tool to choose keywords. Then, using other keywords, put the main keyword in the title of the video and clearly explain what your video is about.

Video tags: Consider the search terms people use to discover videos similar to yours. Fill in the Tags box with them.

Text on video: Add interesting wording to the cover image that answers the question: “What is the purpose of this video?”

References: In the video description, provide a link to your website and social media accounts.

Write a detailed description of the video, using keywords. Tell them what the video shows, who will be interested in it, and how viewers will benefit from it. You can also use a timestamp to emphasize your main point.

7. Engage your viewers

Keep in mind that your videos play an important role in the sales funnel. Therefore, you cannot ignore the importance of interaction. Here are some engagement strategies to try:

Post new content regularly. People have to get used to the idea that you put a lot of work into shooting videos before they’re ready to reward you with purchases.

A call to action can be made using visual components such as a button CTA (with a link to the site/another video/etc.).

Ask viewers to post questions in the comments section and invite them to watch the next video to receive answers. This is how you will stay in touch with your audience.

Encourage viewers to interact if you shoot live video on social media. Make live interactions a habit, like once a week or once a month.

Paid advertising is another great way to promote your video on YouTube and Facebook, boosting engagement as your video responds directly to user searches.

8. Track and analyze your campaign performance

To learn how to create a successful video marketing strategy, run campaigns with various KPIs and methods. You can try targeting different audiences, play around with scheduling, and experiment with different video choices: short, long, over, or quickly cut off.

Metrics to monitor

Engagement Rate: This shows how many people watched the video to the end, how many stayed at the beginning, how many people scrolled down the video, and how many clicked on the link to your website.

Views: Every website tracks the number of visitors. On YouTube, a watch lasts 30 seconds; on Facebook, it lasts about 3 seconds. Knowing the number of views on each platform makes it possible to deduce the types of videos that interest Internet users the most.

Interactions and social recognition: Keep track of indications like shares, likes and comments.

ROI: Consider the money and effort put into a certain video marketing campaign, as well as the outcome. Was it worth it?

Adjust your subsequent activities based on the results and measurements acquired.


The final approach will always be some kind of compromise between the desire to expand the audience and the objective of achieving an acceptable return on investment, as well as the desire to actualize certain creative ideas in the video and the real requirements of the target audience. This is the origin of the video marketing approach.

Posted on June 24, 2021