How to Build Video Marketing Strategy

hand holding video camera

There is no doubt that video marketing is on the rise. In fact, over 50% of consumers want to see more video content from brands and businesses they support.

But just because video marketing is popular doesn’t mean it’s easy to do. In order to create videos that engage and convert your audience, you need a solid video marketing strategy.

Unfortunately, many businesses make the mistake of jumping into video without a plan. They create haphazard videos that don’t align with their business goals or target audience. As a result, their videos flop, and they give up on video altogether.

To avoid this, you need to take the time to create a video marketing strategy. In this guide, we’ll show you how to do just that.

What is a video marketing strategy?

A video marketing strategy is a plan for using videos to achieve specific business goals.

For example, your goal might be to increase brand awareness or drive sales. Once you know your goal, you can create a video marketing strategy that includes the type of content you need to create, where you’ll promote it, and what call-to-action you want viewers to take.

Define your goals

The first step in creating a video marketing strategy is to define your goals. What do you want your videos to achieve? Do you want to increase brand awareness, drive sales, or promote a new product?

Your goal will determine the type of content you create and the call-to-action you include at the end of your videos.

If you’re not sure what goal to choose, start by creating videos that increase brand awareness. Once you have a solid understanding of how video marketing can work for your business, you can start experimenting with other goals.

For example, if you run a clothing store, your goal might be to increase sales of winter jackets. To do this, you would create a video that showcases your jackets in action and includes a call-to-action to buy them.

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Photo by Gabriel Benois on Unsplash

Create engaging content

Once you know what goal you’re trying to achieve, you need to create engaging content that will help you reach it.

There are a few different types of videos you can create, each with its own strengths and weaknesses.

Product videos are great for showcasing your products in use and explaining their features and benefits. These videos can be used to drive sales or promote new products.

Tutorial videos are helpful for teaching viewers how to use your products or services. They can also be used to increase brand awareness or build trust with your audience.

Testimonial videos are powerful for building trust and credibility. They can also be used to increase brand awareness or drive sales.

Get to know your audience

An important step in creating an effective video marketing strategy is to get to know your audience.

Who are they? What do they do? What are their interests? Knowing the answers to these questions will help you create videos that appeal to them.

There are a few ways you can get to know your audience, such as researching your target market, conducting surveys or interviews, analyzing your website traffic, and looking at your social media followers.

Once you know who your audience is, you can start creating content that appeals to them.

For example, if you’re targeting millennials, you might want to create videos that are short and to the point. On the other hand, if you’re targeting baby boomers, you might want to create longer videos that tell a story.

Focus on your brand

Your brand is what makes you different from your competitors. It’s what sets you apart and makes you recognizable. When creating your video marketing strategy, it’s important to focus on your brand. This means creating videos that reflect your brand identity and values.

For example, if you’re a company that sells environmentally-friendly products, you might want to create videos that showcase your commitment to sustainability.

If you’re a company that sells products for athletes, you might want to create videos that show how your products help people reach their goals. 

Whatever your brand is, make sure your videos reflect it.

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Photo by Seth Doyle on Unsplash

Work on the budget

When creating your video marketing strategy, you need to set a budget. This will help you determine how many videos you can create and where you’ll promote them.

If you have a limited budget, you might want to focus on creating one or two videos that you know will be successful.

On the other hand, if you have a larger budget, you might want to create a series of videos or promote your videos on different channels.

Once you’ve set your budget, you can start working on creating your videos.

Optimize your videos for SEO

To make sure your videos are seen by as many people as possible, you need to optimize them for search engines. This means including keywords in your titles and descriptions, as well as adding transcripts and closed captions.

You should also promote your videos on social media and other websites. This will help you increase your reach and get more views.

Test and track your results

Once you’ve created your videos, it’s important to test and track your results. This will help you see what’s working and what isn’t.

There are a few different metrics you can track, such as views, likes, comments, shares, and subscribers. You can also track how long people are watching your videos and where they’re coming from.

Testing and tracking your results will help you improve your video marketing strategy over time.


Creating a video marketing strategy can help you achieve your business goals. It’s important to get to know your audience, focus on your brand, and set a budget. You should also optimize your videos for SEO and track your results. 

By following these tips, you can create a successful video marketing campaign.