Video Marketing Strategy: An Ultimate Guide to Succeed in 2023

10minutes read
video marketing strategy

If you haven’t used video marketing for business yet, it’s time to give it a try. With the rise in popularity of video streaming platforms, content is becoming more in-demand and influential as a marketing strategy. From the apparent success of YouTube video marketing statistics, it is clear that it is a must-have marketing strategy for any business.

Read this article to learn more about the latest B2B video marketing strategies for creating your products and services videos on your websites.

What is a video marketing strategy?

Video marketing is a strategy where you use video as a vehicle to promote services, products, or other ideas on digital platforms. This business video content can be shared on any platform, such as social media, websites, or email. In general, video marketing is all about sharing your brand idea with and engaging your audience, promoting your video correctly by making it available to a broader audience. In addition, it is a cost-effective way to market a product or service because it does not require significant investments in production and distribution.

The most important aspect of video promotion is identifying the right distribution channel to make the video accessible and impressive to a wider audience. Video marketing is currently the best strategy for B2B companies to build brand awareness and connect with audiences. However, before reaching an audience, it is necessary to determine the presence of the most active audience. Unlike text content, videos offer an interactive medium to present your idea to an audience.

Just take a look at these impressive statistics on the success of integrating video into your business marketing strategy.

impact of video marketing on the business
stats about video marketing importance

Business benefits of video marketing

At the dawn of its existence, video marketing was used primarily in TV advertising. However, with the advent of the YouTube era, its role has expanded significantly. Used wisely, video marketing can be a powerful business development tool. Good video content will help promote your brand, attract new customers, and build loyalty to your company.

Wyzowl surveyed over 813 marketers and online consumers about the effectiveness of video marketing for businesses. The results are as follows:

statistic about video marketing strategy
impressive stats of video marketing strategy

2020 and the global pandemic

How have the unprecedented events of 2020 and the coronavirus affected the demand for video in marketing?

this is how pandemic affected video marketing
pandemic impact on video marketing

Video Marketing Return on Investment (ROI)

How do marketers view video ROI?

this is how marketers view video ROI
stats on video marketing roi

Audience perspective: consumers and video

Not to mention, what do marketers think of the video – how do their audiences think of it?

audience opinion about video marketing promotion
this is the audience perspective of video marketing strategy

How to Create a Video Marketing Strategy?

1. Set a goal

Ask yourself what you want to achieve with the video. For example, convince a customer to buy a product, promote a YouTube channel, make a company’s corporate identity more recognizable, or something else? The video marketing strategy is directly dependent on the goals, so it is so important to set them correctly.

set a goal for your video marketing strategy
define your video marketing goal

The most common video marketing goals are:

  • Introduce clients to the company
  • Make the brand recognizable
  • Increase brand loyalty
  • Sell ​​a product
  • Attract new subscribers to the channel

You can try to achieve several goals at once. However, remember that the clearer your end goal is, the easier it will be to follow the plan and create compelling content.

2. Find your target audience

It is equally important to define your target audience. The questions below will help you do this:

  • Who will watch your video? Indicate the age of these people, their gender, place of residence, education level, profession, and income level.
  • What do these people expect from your content? Will he meet their needs? Will he find a proper response?
  • How to make your video as relevant as possible to your target audience?
  • It is essential to answer these questions before you start creating any content. Don’t be afraid of changes and new ideas. Be prepared to adapt your work to the real needs of your audience.
find a target audience for your video marketing
target audience for video marketing strategy

3. Determine who will create the content

Assess your resources. Decide whether you will be filming the video yourself or contact a third party. If you want to create quality content, you may need to hire an entire team: screenwriter, cameraman, editor, motion designer, host. Marketers will also need to find target audiences, promote videos, and analyze revenue and costs.

If you don’t have the money for a team of professionals, try filming a video yourself or with the help of a few colleagues. In this case, the process will be delayed, and the final quality may be lower than expected. However, nothing is impossible – sometimes it turns out to create high-quality content even with small resources.

Regardless of whether you create the video yourself or outsource the work, determine who is responsible for each stage of the work and who evaluates the result. It’s a good idea to regularly discuss video creation with co-workers and superiors so that you can get feedback on time.

4. Select the type of content

Think about what type of content suits your audience and suits your needs and capabilities. The most common types of video content are listed below.

Demo video – a short video about the product and its capabilities. Demo videos work well for any product: you can demonstrate a program, product, or service with equal success. If you want to talk about a complex concept or show statistics, use graphic illustration design and infographics – it’s more accessible and more understandable than oral explanations.

demo video type
demo video as a type of video marketing

A brand video is an indispensable tool for an advertising campaign. Branded promo videos introduce the company, talk about its people and mission, and showcase the product or service in the context of the brand. These videos aim to increase brand awareness and impress the target audience.

A training video is a video that helps you solve a specific problem, preferably with the help of your program or service. You can also create a series of videos or webinars without directly linking to your product – this will attract new subscribers to your YouTube channel and increase customer loyalty.

An entertainment video is usually a short humorous clip designed to entertain and “hook” the audience. This content is often used on social media, where short funny videos are most popular. If people love a video, they share it with friends and followers so that a good entertainment video can work better than any ad.

An expert interview is an excellent way to build trust in a company. Record an interview with an experienced colleague or independent expert in your business area. Ask questions your potential customers might ask. It’s an honest and straightforward way to engage and inspire your audience.

You don’t have to limit yourself to just one type of content. You can combine education and entertainment approaches, create brand development-specific demo videos, or try other combinations. Focus on your goal first, but don’t forget to influence the audience’s emotions. Try to associate your product with something valuable and enjoyable.

5. Choose a platform for publishing

Now you need to decide where you will publish your video content. Determining the right site depends on your goals, content type, audience preferences, and a host of other factors.

The table below will help you choose the most suitable type of content and platform for publishing:

PurposeContent-typeSuitable platformsTime for creation
Demonstrate a product or serviceDemo video Landing page, email newsletter16-32 hours
Promote the brand, introduce the company and the product/serviceBrand videoLanding page, email newsletter, Instagram24-66 hours
Help solve a problem with your product or serviceInstructional videoYouTube, own website8-32 hours
Entertain and “hook” the audienceEntertainment video YouTube, Facebook, Instagram16-40 hours
Increase the level of confidence in the businessExpert interviewYouTube, Facebook16-24 hours

6. Get involved in video promotion

If you’ve published a video but haven’t bothered to promote it, no one will see it. However, there are many ways to attract viewers:

SEO optimization. When publishing a video to YouTube, always include an SEO description so people can find your video by keywords. Remember to use relevant hashtags on Instagram.

Collaboration with bloggers. Find popular YouTube channels or Instagram accounts that interest your target audience. If a blogger is ready to monetize his content, contact him and buy ads on his channel.

Targeted advertising. Use social media as a distribution channel for targeted ads. Your video will only be seen by users who meet your specified criteria. For example, you can indicate age, gender, interests, and many other characteristics.

Start Creating!

Now you know how to develop a complete video marketing strategy. Start creating compelling videos now! And our studio Gapsy is ready to help you with this. If you need to create a video or animation to promote your brand, contact us, and we will be prepared to take your product or service to the next level, where it will win the hearts of your customers again and again.

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