How to Develop a Video Strategy for Your Business

Businesses today are realising that text or image-based content is usually not enough to reach the best audience and drive sales. To keep up with online trends, smart businesses are gradually prioritising video marketing techniques. Many have already started recruiting talent to accelerate their video marketing strategy, and leverage more channels to promote their brand. 

Videos are appealing and can indeed help you reach a wider audience, but there is more to it than this. Beyond understanding the tools that can help you build professional-quality videos, you need to make your video content stand out by putting together a solid set of goals, and a road map for how to get there.

Here we discuss those strategies, which aim to help you increase your customer base, reach out to a better audience, and ultimately boost brand promotion and recognition, all through video marketing.


1. Analyse your audience

Before creating a video, you should have a proper understanding of the audience you are trying to engage with. Start by considering the demographics of your target audience. This includes age groups, gender, preferences, and other details about the people to whom you would be selling the particular service or product to. Use this data to inform your video, and thereby determine which channels you want the video to be published on. Creating a proper classification of buyer groups can help you enhance your video content as well as quality.


2. Identify your primary aim

Every marketing strategy, including video marketing, has a purpose, and only you can decide what it is. What do you need? An increase in sales, larger customer base, or better brand promotion are all possibilities. Once you have determined a goal or a combination of goals, creating efficient content becomes a lot easier. 

A good rule of thumb is to create separate videos to serve different aims. This ensures that a single video is not overflowing with too many confusing ideas—keeping your purpose simple helps keep your content streamlined and digestible.


3. Do the groundwork

Before you start shooting, you need to have a plan. Are you creating a commercial? Testimonial? Product showreel? Planning for the right genre of video is crucial, as they all require a different approach when scripting or storyboarding.

While scripting a video, try to put yourself in the viewers shoes, and answer every question you think they might have while watching. This way, you can match the consumer’s expectations as much as possible when creating an appropriate CTA or call to action, which would be the final step before purchasing a product. 

Planning a script also helps you outline how long the video will be. Try to make it short yet decisive, so that it can engage the audience. 

Finally, identify the platforms that best suit the topic for final publication of the video. This can be done quite easily with online video editor software, which provides advanced tools to create the ultimate videos for marketing.


4. Maintain an appropriate budget

Budgeting is always important. While professional videos can be expensive, creating them with today’s technology at affordable rates is not impossible. 

Balancing the need to create a stand-out video for your marketing campaign against the needs of your pocket can be tough, but again, online tools are available that can help you. InVideo is a great solution, as it provides efficient tools at a low cost for professional video productions. It is also user-friendly, supporting professionals as well as amateurs.


5. Publish!

All that remains after you have embarked on your video making journey is to publish the final product. This part is exciting, but requires a lot of attention to detail! Viewers prefer known channels of marketing, so it pays to determine the most effective channels to showcase your content to your audience.

Start researching about your customers, and which channels or platforms they prefer to watch these videos on. Next, look into the right time of day to post the video. Ideally, you want to post video content when traffic is high in order to get more engagement. Finally, make sure you use keywords, titles, and captions based on SEO best practices, so that people can find your video easily.


6. Survey the results

InVideo also comes with exclusive video analytics tools that help you understand the results of the video. Don’t shy away from examining those results closely to determine the effectiveness of the video you posted. Even if the data seems lacklustre or the video didn’t have the impact you wanted, it’s a chance to learn and improve, so that your next video does get the engagement you’re after.


Learn more about video marketing.

Shifting your focus from more traditional marketing strategies to modern video marketing strategies can seem like a huge step, but it has already yielded massively positive results for many businesses, and experts have flagged online video as likely to continue to grow in importance.  

With thoughtful strategies and the right tools, even the smallest business can use video to elevate their brand, so start exploring your options today!

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