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Video marketing strategy: The big-picture, step-by-step guide to video marketing success

/ Hanson Cheng

In this day and age, video marketing is the new way to get your message out there.It's no longer enough to just create a website with text and pictures. The world has changed, and to be successful you need an online presence that includes video content.

If you want people to take notice of what you have to say or sell, then it's time for a video marketing strategy. This article will cover important steps in creating a plan for success through this medium.

Creating a video marketing strategy


Keep in mind that no matter what your business idea is, there are different video marketing strategies that you can go for. whichever one you choose should be specific to your business.

The same idea applies to videos. In fact, here are some ideas for different types of videos you might produce: how-to's, testimonial, promotional, demo videos, product reviews or even using live streaming software to deliver any of the above in real time. Your strategy must align with the business concept and product/services you offer (this may require some research).

Image Credit: http://digitalupstarts.com

We recommend creating a video marketing strategy before you start creating the content itself. This way you will be more aware of what type of videos to create to achieve your goals. Also, it will help you create a better strategy for promoting the videos. Let’s dive deep into the different steps involved in a video marketing strategy.

Create attention-grabbing content


"Content is King." This phrase has been around for quite some time now and is still true today. If you want your viewers to remain engaged with your platform, then you need attractive and valuable content. The best way to describe this would be through two words: educational and entertaining (in some cases).

Utilize your video marketing strategy to pinpoint the types of videos you will include on your platform and make them worth watching.

It's important to note that for this process you might need some help from your clients or customers (if applicable). Ask them what they would like to see more of on your platform.

This is a good way to tell if you are providing valuable content or if people are just in it for the sake of being entertained.

Determine your target audience and what kind of content they like to watch


Once you have established what type of videos you want to produce, it's time to learn more about your target audience. When it comes to your video marketing strategy, this is a key area to dedicate time to.

Image Credit: http://tubularinsights.com

Understanding your target audience will allow your message to have a better effect and make it a win-win for everyone involved. Here are some questions to ask:

1) Where is your target audience from?

Using YouTube Insights is one of the best ways to learn about your audience. Through YouTube insights, you can get detailed information on demographics and interests. Basically, you want to know where your audience comes from so that you can develop your video marketing messages accordingly.

2) How old are they?

By knowing how old your viewers are, you can make sure to produce the kind of content they would love to watch.

3) What languages do they speak?

This information is crucial, especially if you want to expand your business and go global. You can also use this information when it comes to selecting keywords and metadata so that you can be found by viewers who speak a certain language. For example, if you wanted to target an audience located in the United States who speak Spanish, you would use keywords and metadata accordingly.

4) What kind of videos do they watch?

You can find out what your audience likes to watch by checking out what kind of content is currently trending on YouTube for your niche. For example, this information will help you determine if they like to watch instructional or entertaining videos as well as the overall tone and style your video marketing should have.

You could also find marketing talent that can help out with this part of the process. However you decide to move forward, this is a step that should not be skipped.

You must use your video marketing strategy to determine how many videos you will produce each month, how long they will be and how much information will be included (i.e., fast-paced or slow-paced). Knowing these key pieces of information will help you with branding and promotion later on down the road.

When it comes to branding, you will need this information when ranking your videos through SEO. Remember, Google favors videos that have been viewed more often, as this shows that they are more popular and answer the users’ questions on a particular topic.

Brainstorm ideas for different types of videos you can make (e.g., how-to demos, product reviews)


Before you start recording your videos, it's beneficial to have a list of ideas so you'll know what types of videos to create in the future. This will save you time when trying to think up new content for your business.

Some ideas include:

  • Step-by-step guides
  • Videos that compare and contrast
  • How-to videos
  • Q&A sessions with industry professionals;
  • Inspirational stories (e.g., Shark Tank)

Also, if you're looking for inspiration, then doing research on YouTube itself is the way to go. There are plenty of videos that can inform and spark your creativity when it comes time to make new content (plus, check out related playlists and videos which could give you some insight).

Two of the most popular types of videos you can create

Let’s have a deeper look at two examples of types of videos you can create; demo or instructional videos and product reviews.These are two of the most commonly used types of videos nowadays.

Demo or instructional videos


These types of videos are great to encourage customers to purchase your products/services. It's like having a live demonstration but better. When creating these, make sure that they go step-by-step on how to properly use what it is you're selling.

Product reviews


The goal here is to inform viewers about your product or service. This will be done through various ways such as using charts, graphs and showing test results (real data). These types of videos are also helpful when used along with demo videos for explaining what exactly the customer should expect after making a purchase.

The type of videos that you create should be related to what your business is all about. For example, if your business deals with tech gadgets then creating product reviews on these types of products would be the best way to go.

Make a plan for when you'll upload new videos in the future and what days/times work best for posting them online


Having a content calendar will benefit you when it comes to planning out your video marketing strategy. An easy way to do this is by using an Excel spreadsheet so you'll have a visual of your schedule for all of your videos.

Nowadays marketers must promote their videos on social media. This can be done through YouTube, Instagram, Facebook, Twitter and more depending on the type of videos you produce.

It's also best that you get into the habit of sharing them frequently because if not, then there’s a chance they’ll start to fade away in search engines which results in lost revenue opportunities.

Create a script for your videos


Based on your video marketing strategy, you must create a script for your videos. This will make the entire process easier as you'll not only know what types of information to include but also how long each one should be.

Image Credit: http://yumyumvideos.com

It's best if the script is written in such a way that those who speak English as a second language can understand. That way, there won't be any confusion and your viewers will enjoy the content they’re consuming.

Record your video


After writing down your script, it's time to record your video. It doesn't matter where you film the video (e.g., your home or other special location) but you must make sure everything is in place before doing so. This includes lighting, sound and overall appearance.

The last thing marketers want to do is produce a poor-quality video. This might mean different things to different people but in general, can be determined through the lack of lighting or bad audio (which might include echoes and awkward pauses).

Have a look at this article if you want to know more about getting started with video production equipment.

Edit your video


If there are any errors while recording then you will need to edit them out. This will not only save you time from having to record anything all over again but also ensure that your viewers follow along without missing anything. You can also consider using filters and overlays to give your videos a more professional look.

There are many editing software options available on the market, so feel free to experiment to see which one you like best.

WeVideo offers a great video editor that works online so you don’t even have to download any software to your computer. It also includes a mobile app so you can make videos on Android or iOS devices.

Promote your videos


Once you have finished creating your videos it's time for promotion and marketing your videos. When promoting online videos there are a few avenues that will work in your favor: social media platforms, paid ads, or by including links within your website itself. Our complete guide to YouTube marketing will help you expand your marketing and build your brand.

If you want to get the most out of your video marketing strategy it's a good idea to include external links within the video description. This way viewers will be more likely to click on them and visit your website where they can learn even more about what you have to offer.

Once you’ve started gaining more traffic from your videos (ensuring that the content is being consumed and that your original user research was correct) it would be a good idea to start experimenting with paid ads. This is a big step but if done correctly you will see results faster than if you let things happen organically.

Measure success with analytics


Every type of video marketing strategy should contain an analytics component. This is necessary because it allows you to track how your efforts are doing over time so you know where to go from here.

Image Credit: http://dummies.com

If you upload your videos on YouTube, they often utilize their own analytics tools. These will allow you to have an insight into what’s working and what’s not.

What are some things to avoid when it comes to your video marketing strategy?


It's important to never try and be too sales-oriented when starting with a new video marketing strategy.

You don't want your videos to come across as being too pushy. Instead, focus on producing high-quality content that will help you get noticed by more viewers who are interested in what you have to offer. It might take some time but over time people will start responding well enough for you to get the message across.

In addition, do not underestimate the value of high-quality videos. This is one of the reasons why it's important to use editing software. By ensuring that your video looks good you will be more likely to get noticed by others for this reason alone.

Do not focus too much on one product type while forgetting the others. For example, after you have a few videos under your belt, why not consider using webinar software to deliver an even better experience for your customers? With this strategy, they’ll be able to ask questions and get to know what you offer even better.

Also, do not focus on creating too many videos. It's better to create less but make them count rather than go all out and create a bunch that might not appeal to your audience as much as you think. Quality over quantity is the way to go for this type of strategy.

Lastly, do not forget about your overall brand before producing videos. Building your personal brand is crucial because if you don't take care of it then nobody will know who you are or what you offer as a product/service.

Perfection vs. execution when creating videos


You might feel nervous or overwhelmed at the thought of making your own videos,, but you don't have to be perfect. Instead, focus on execution over perfection. This will help you get more done without spending too much time agonizing over every detail. With an easy-to-use video editor like WeVideo, you don’t need any prior experience making videos to get the job done quickly.

The important thing is that you get things finished and out for people to see. With time you can always go back and fix things later on or do a remake entirely depending on what works best for you.

How can you make sure you are successful with your video marketing strategy?


Success is something that happens over time. It's not something that you will see overnight which means it's important to stick with it for the long haul. Stay consistent and keep your goals in mind whenever you work on your videos.

These are the best ways for you to increase the chances of seeing more traffic as well as conversions from your efforts across the board. Again, don't be afraid to experiment with different types of video marketing strategies so that you know what works best for both yourself and others who might need it too.



Coming up with a video marketing strategy can seem daunting at first but creating a fool-proof plan is only an initial step away.

The great news is that once your strategy comes together, you should be well on your way to successfully promoting your brand online through video marketing.

Knowing what you need to do and when is key to long-term success and a video such as the above will give you the best chance of achieving your goals.

Author bio

Hanson Cheng is the founder of Freedom to Ascend. He empowers online entrepreneurs and business owners to 10x their business and become financially independent. You can connect with him here.


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