Video marketing strategies let you reach viewers where they're at, whether they're scrolling social media, using a search engine, or checking out a promotional email. Developing a dependable strategy early in the production process lets you hone in on your unique target audience for every element of your video, from your messaging to the best places to publish it.
Discover how to create a practical video marketing strategy step by step.
Video marketing is more important than ever in today's digital age, with video ad spending expected to reach over $207 billion in 2025 with a 6.6% annual growth rate. Both business-to-business (B2B) and business-to-consumer (B2C) companies have adopted different marketing strategies and videos to maximize the ever-expanding opportunities.
Over 3.5 billion people worldwide are expected to watch videos on their phones in 2025. While this gives you a greater market than ever to advertise to, it also requires your video marketing strategies to be finely targeted to your exact audience.
YouTube, which turns 20 this year, maintains the highest viewership rates for social videos, with about 211 million monthly viewers. Facebook, Instagram, and TikTok each rank close behind, with over 100 million viewers each month, offering various places to reach potential customers and clients.
Before moving forward with your personalized video marketing strategy, you must set clear goals and objectives to guide you through production. Follow the "SMART" goals strategy, which stands for:
A significant aspect of this is defining your target audience. Research the key demographics and audiences you'll market to, including their online behavior and buying habits. Identifying decision-makers and buying influencers will help you strategize key messaging points.
Segment your target audience by pain points, such as the "problems" your product or service resolves, and by buyer stages, such as "curious about the product" and "ready to purchase." Then, assign different marketing strategies and calls to action (CTAs) based on each stage.
For instance, someone who wants to learn more about your brand should be directed to pages or videos with additional information, while someone ready to make a purchase should be guided to your product page.
Different types of brand videos highlight your brand, products, and services in various ways, whether you're trying to 'spread the word' about your offerings or directly drive sales. The best types of videos for your marketing strategy include:
Follow these steps when developing a video marketing strategy:
Your video marketing strategy and production process begins with pre-production, where you will write, storyboard, and plan out every aspect of your video. Creativity shouldn't be rushed, so allow extra time for revisions and production planning, especially if you're capturing complex footage.
As you move into the actual production, remember to maintain a collaborative atmosphere. Make sure all departments, including sound, camera, and art, work in unison with one another while aligning with your video goals.
Finally, set aside a substantial amount of time for post-production. This will give editors more time to refine the video, recolor your footage, clean up your audio, and add visual effects.
Maximize the benefits of video marketing with these publishing tips:
Embed or link your videos in email campaigns, landing pages, blogs, and other marketing campaign materials to drive more traffic to your educational content. This type of cross-promotion can be a powerful tool that keeps the sales funnel moving, giving interested customers an easy way to learn more. External traffic can also help your YouTube videos stand out more in relevant search results.
Beyond organic and direct promotion strategies, you should also consider paid tactics, such as sponsored social media posts, carousel ads, and paid Instagram story ads. Various social media platforms let you target specific audiences based on users' interests and online behavior, making it easier to reach potential clients and customers.
Tracking your videos' engagement rates and other key performance indicators (KPIs) lets you refine your video marketing strategy as you go. For instance, videos with low average watch times may need better openings to hook viewers, while videos with low overall engagement may need stronger CTAs. Experiment with a few different tactics using the A/B testing method to identify your most effective video marketing strategy.
The top KPIs for video marketing include:
A comprehensive video marketing strategy will always be more effective than going in blind, especially if you have specific goals in mind. A professional video production and marketing team like Charter & Co will help you develop the best content for your audience and achieve your intended return on investment (ROI).
We'll start where you are — whether you have a creative concept or a fully developed script — to help you create an authentic and high-quality end product. Contact us today to start strategizing.
Defining your audience and your marketing goals is essential to any effective video marketing strategy. This will lay the foundation for your entire production, helping you frame your messaging, target key pain points, and meet potential customers on their level.
The best video marketing platforms ultimately depend on your audience and goals. LinkedIn and embedded videos will typically benefit your B2B campaigns, while TikTok, Instagram, Facebook, and other popular social media platforms let you market to consumers based on their unique interests.
Explainer videos and product demos clearly convey to other businesses exactly what they can expect from your products or services, addressing their most common questions and concerns. Meanwhile, case studies and customer testimonials use previous clients' stories to establish social proof and highlight specific pain points.
Your ideal posting frequency depends on several factors, including your audience, the type of content you create, and the social media platforms you use. Most apps require you to post at least a couple of times per week to 'keep up' with the algorithm. However, posting too much could cause you to lose your audience's attention or bury your most informative content. Implement an A/B testing method to determine the most effective schedule for your campaign.
A video may have a lot of views, but that doesn't mean every viewer watched it to the end. Monitor each video's views, average watch times, CTRs, and other engagement rates to see how well your video marketing strategy is really doing.