Seven steps to creating a video marketing strategy, third in an occasional series

We know. Creating a video marketing strategy can be confusing and overwhelming. So many things to consider!


If you're ready to take the leap into video content marketing we can help. The following seven steps will give you a solid foundation for success with your new video marketing strategy. 

1) Define a purpose

As with any other marketing strategy, video marketing will only succeed if you have a clear purpose. Consider your overall business goals, current marketing strategy, target customer, and what you’d like to accomplish with your video marketing. Write your purpose the way you would a mission statement. Define the intended audience, what you’ll deliver to them, and the intended outcome. That outcome could be familiarizing your audience with a new product, recruiting more qualified employee candidates, or bringing in new clients. But beware of difficult to quantify goals such as “raising awareness about our company.” 

2) Choose topics and types of video content you want to create

If your brand isn't well known, video marketing can be a great way to take control of how it’s received by new people. A well produced brand identity video can show people exactly what they’ll experience when coming to your business. Known companies trying to overcome negative perceptions might find it helpful to mix positive customer testimonials with videos highlighting their charitable work in the community. 

If your video marketing is intended to communicate your brand’s personality you may want to live-stream an event or create a video you can use across all your social media channels. Videos also work well in industries that require in-depth explanations and periodical updates. For instance, an investment banker may create videos to give clients quarterly updates or explain complex investment strategies. 

3) Determine who will create your video content

This area will vary based on your budget and the types of videos you want. In terms of budget, the general rule of thumb is to spend about 10% of your annual gross revenue on marketing. According to The Content Marketing Institute, the average content marketing budget is 28 percent of the total marketing budget, with the most effective marketers allocating about 37 percent. That content marketing allocation includes all your content marketing—blogging, podcasts, social media, apps, etc. So you’ll need to know your overall content strategy when determining your budget.

Depending on your resources, you can use an in-house team or outsource to a professional video marketing company. Obviously, investing marketing dollars with people create videos all the time means your productions will not only look better, but be more effective, too. You may think it’s too costly to use a professional team, but it could actually save you time and money by helping you avoid mistakes that end up costing more than your initial investment. No matter what route you take you’ll still need to determine who’ll be responsible for the creative concepts, scriptwriting, content approval, video production logistics, and content distribution. (Of course, a professional team would handle most of those things for you.) If you’re truly budget conscious, consider hiring a production company for content that will have a bigger impact or longer shelf life, and save the do-it-yourself projects for content that’s more fleeting--social media videos, for instance.

4) Develop a video content calendar

If you already have a content marketing calendar, make sure it includes your video content. If you don’t have a content marketing calendar, create one, as it will help streamline blog posts, social media content, and video content all in one place. The calendar will give you a bird’s eye view of your content strategy. It will also help you identify gaps in it and assign roles and deadlines for each project. Including your video content here will help determine your timeline for planning, writing, and producing each video.

5) Decide where your video content will live

No matter what kind of content you want to create—interviews, how-tos, live event coverage—you still need to determine where your content will live. Selecting the right distribution channels is just as important as the content itself. You can house it on your website, a campaign landing page, or a video hosting site like Vimeo or Youtube. You can distribute it via email campaign, social media outlets, or a blog. 

6) Define what success looks like and how you will track It

This is an important and often overlooked step in marketing strategy. What does success looks like to you? Is it a certain number of new leads? An increase in your organic search ranking? A specific number of views? The best way to narrow this down is to create Specific, Measurable, Attainable, Relevant and Time bound (SMART) goals. Increased awareness may sound good but isn't necessarily measurable or relevant. Sure, awareness means you stay top of mind with potential clients, but how do you measure that? An example of a good SMART goal for a video content strategy is this: Three months after launching our video content strategy we will begin to see at least 10 new qualified leads per month. And you could build onto it: Of these 10 new leads, we will convert at least one per month into new business. See how this SMART goal can be more easily quantified than the one about “raising awareness?”

7) Finally, be ready to adapt

Change is one of the few constants in marketing, so in order to be successful with any new strategy you must be ready to adapt. Be alert to your industry’s trends, news, and changes. If a national tragedy occurs the day you planned to share your latest video, it’s probably not wise or in good taste to do so. Conversely, if you hadn't planned to post new video content for three weeks but something newsworthy happens in your industry, it may be worth your while to quickly put together and post a video in response. Capitalizing on trending topics and reacting quickly to change are trademarks of a smart marketer. Being light on your feet will always work in your favor.