Marketing Video Strategy; Tips and Best Practices

March 28, 2023. 10 min read

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In recent years, the significance of having an effective video marketing strategy has substantially escalated. The video has become an essential marketing tool and dominates the digital landscape. You might be left behind if you need to utilize videos on every communication channel or platform. Don’t worry; this marketing video guide has all the necessary information to become a professional

What Is Video Marketing?

“Video marketing” refers to using video content to promote or market a product, service, or brand. Video marketing aims to produce captivating and informative videos that seize the interest of a target audience and encourage them to take a specific action, such as making a purchase, subscribing to a newsletter, or visiting a website.

How to Create a Marketing Video Strategy?

Now that we agree on the importance of video marketing for businesses let’s examine the components of a video content strategy.

1. Competition Analysis

To develop a victorious B2B video marketing plan that sets your brand apart from the competition, you need to know your competitors, what they sell, and how they compare.

You should also notice that;

  • What kinds of videos are they making?
  • What are they talking about?
  • How in-depth is the information?
  • Are their videos engaging their audiences?

2. Establish the Objectives of Your Marketing Video Strategy

Before you start creating videos, it’s important to define your goals. Do you want to attract new prospects, build consumer trust, or close more sales?

The most important goal for business growth must be prioritized by taking into consideration the buyer’s journey:

  • If introducing your brand to a new audience, create videos for the awareness stage.
  • If you’re explaining why your solution is the best, create videos for the consideration stage.
  • If you’re trying to prompt prospects to purchase, create videos for the decision stage.

You can create many videos to achieve these goals, which we’ll cover later in this guide. But first, let’s explore the different kinds of B2B marketing video .

3. Types of Marketing Video

As digital marketing continues to evolve, businesses are searching for new and innovative ways to engage with their target audience. One strategy that has gained immense popularity in recent years is video marketing. Videos are highly engaging and can effectively convey a brand’s message to the target audience. Here are some popular types of marketing videos;

Explainer videos typically range from 1-2 minutes long and use animated graphics and voiceovers to explain the product or service. They are ideal for businesses with complex products or services that are difficult to explain through text.

  • Brand Videos

Brand videos are ideal for businesses that want to create brand awareness and connect with their target audience on an emotional level. They are typically longer than other types of videos and can range from 2-5 minutes.

  • Product Videos

Product videos are ideal for businesses that want to introduce a new product or increase sales of an existing product. They are typically short and sweet, ranging from 30 seconds to a minute.

  • How-To Videos

How-to videos are instructional videos that demonstrate how to use a product or service. These videos are ideal for businesses that need to give instructions or establish expertise. These videos typically last 2-5 minutes and provide step-by-step instructions.

  •  Testimonial Videos

Testimonial videos feature customers sharing positive experiences with a product or service. These videos are perfect for businesses looking to build trust with their audience.

4. Audience Consideration

The target audience is critical when developing a successful video marketing strategy. You should notice these queries;

  • Who are they?
  • What are their interests, values, and pain points?
  • What motivates them to engage with content?

Answering these questions will help you create a detailed profile of your ideal customer, informing the types of videos you make.

5. Set deadlines

Creating a video marketing plan requires considering scheduling, as it can take up to 8-10 weeks to complete a high-quality, custom-made video.

Setting deadlines for tasks is important to have enough time for video production and achieve goals within budget.

6. Selecting the Production Team

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When it comes to video production, there are multiple ways to approach it. You can make videos using your resources, hire freelancers or work with a professional agency to enhance your digital video marketing strategy.

Choosing the right team from the myriad available options can be overwhelming. Nevertheless, you can gain insights from our previous articles discussing several companies.

Benefits of Marketing Video Strategy

Using a marketing video strategy has become essential for businesses that aim to connect with their target audience and achieve their marketing goals. Implementing a marketing video strategy offers several advantages, including:

  • Increased engagement with the target audience
  • Enhanced brand awareness and recognition
  • Improved search engine ranking
  • Greater conversion rates
  • Better communication of complex ideas
  • Cost-effective marketing solution

Video Production Process

Producing an animated video can be divided into several important stages. Below are the primary steps involved in creating a successful animated video production:

  • Concept Development

  • Pre-Production

  • Storyboarding

  • Character Design

  • Layout and Backgrounds

  • Animation

  • Voice-Over

  • Sound Design

  • Post-Production

By following certain steps, businesses can make effective animated videos that engage their audience, communicate their messages, and contribute to their marketing goals.

Promoting and Analyzing Strategy

Promoting Video

  • Share on Social Media

Please share them with their networks. You can also use paid social media advertising to reach a wider audience.

  • Embed Videos on Your Website

Embedding videos can increase your website’s dwell time and engagement. Optimize your website for video by adding a video sitemap and enabling video schema markup.

  • Send to Email Subscribers

Email marketing is another effective way to promote your videos. Send your videos to your email subscribers and encourage them to share them with their networks.

  •  Collaborate with Influencers

Collaborating with influencers can help you reach a wider audience and build brand awareness. Identify influencers in your niche and contact them to collaborate on video content.

Analyzing Your Video Performance

Analyzing your video performance is crucial to understanding how your videos are performing and how you can improve your video marketing strategy. Here are some metrics to track:

  • Views

Views are the number of times your video has been watched. Tracking your views can help you understand how well your video performs and how many people engage.

  • Engagement

Engagement refers to the number of likes, comments, and shares your video has received. Tracking your concentration can help you understand how well your video resonates with your audience.

  • Conversions

A conversion is a viewer’s action, like filling out a form or purchasing after watching a video. Tracking your conversions can help you understand how effectively your video drives sales.

  • Retention

Retention refers to the percentage of people who watched your video until the end. Tracking your retention can help you understand how engaging your video is and where people might be dropping off.


A successful marketing video strategy is essential for businesses to effectively engage their target audience, increase brand awareness, enhance customer engagement, and drive conversions; achieved by creating high-quality videos with clear messaging, understanding the audience, setting specific goals, and utilizing a range of video types and distribution channels.

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