Video Marketing Strategy Guide For 2023

How do you create your Video Marketing Strategy?

Video Marketing Strategy: The Ultimate Guide (2023)

Are you looking to launch a brand, product, or service with video marketing? You’ve come to the right place!

Video marketing is one of the most effective ways to connect with your audience and promote your brand. Whether you’re a small business just starting out, or a large corporation looking to expand your reach, video can help you achieve your goals.

But you can’t just… start shooting. It’s important to create a holistic plan that fits with your brand, goals, and budget. It’s a complex subject with no single correct approach, but this article will give you the basics.

Here’s what we’ll cover:

  1. Identifying your audience 
  2. Developing your message
  3. Choosing your video channels
  4. Planning and creating your content 
  5. Distributing and promoting your videos
  6. Learning from and adapting your strategy

There’s a lot to go over, so do a quick stretch and pour yourself a fresh cup of coffee. By the end of the guide, you’ll be ready to start creating videos that will connect with your audience and grow your business.

And when you’re ready to take the next steps, Indigo Productions is here to help. We’re a full-service video production company that can handle virtually any kind of video content, bringing your video marketing strategy to life. You can learn more about our services here and our process. 

How do you identify your audience?

Woman watches marketing video from her couch at home

The most important people in any video production? The audience.

Video marketing is ultimately storytelling, and telling a good story means capturing the audience’s attention and taking them on a journey with a clearly understood message.

Start by identifying your audience. Your target audience is the group of people that you want to reach with your videos. It’s essential to understand who they are, what they’re interested in, and their pain points so that you can create content that will resonate with them.

So, how do you identify your target audience? If you have existing customers or contacts, you likely already know quite a bit about them. You might have a specific target clientele you’d like to acquire, or a new market or industry where you’d like to expand.

If you are unsure about your audience, you can conduct audience research. This includes surveys, focus groups, and data from your website and social media channels. Audience research supplies valuable information about your audience’s demographics, interests, and behavior.

Another option is to create buyer personas – fictional representations of your ideal customer based on the research you’ve collected. It includes information such as their age, gender, occupation, income, and interests. Creating buyer personas will help you understand your target audience on a deeper level and tailor your video content to their specific needs and pain points.

Once you’ve identified your target audience, you can use that information to create unique video content that will resonate with them and achieve your marketing goals.

It’s important to review your audience research and buyer personas regularly, as the demographics and behavior of your target audience may change over time.

How do you develop your message?

Now that you’ve identified your target audience and understand their needs, it’s time to develop your message. Your message is the core idea or theme that you want to communicate through your video content. It’s the thing that you want your audience to remember and take away from your videos.

When developing your message, it’s essential to keep your audience’s problems in mind. What keeps them up at night? What’s the issue they’re trying to solve? While it’s compelling to talk about your brand and your goals, the more effective strategy is to keep the focus on the goals of your audience.

That said, your message should align with your brand’s mission and values. For example, if your brand’s mission is to promote sustainability, your message could be about the importance of protecting the environment. If you pride yourself on your technology, highlight it as a dominant feature.

It’s also important to keep in mind the specific goals you want to achieve with your video content. Are you trying to increase brand awareness, generate leads, or drive sales? Your message should be tailored to achieve the correct goals.

Once you have your message, you can then use it to guide the creation of your video content. Your message should be present in all of your videos, whether they’re product demos, how-to videos, or brand videos.

And don’t forget to choose a specific tone. Kind or bold? Confident or humble? The tone should align with your brand and be appropriate for your target audience. For example, a serious tone might be more appropriate for an educational video about a sensitive topic. While a more casual and friendly tone might work better for a brand video showcasing your company culture.

In addition to your message, it’s important to have a consistent visual style throughout your videos. This will make it easy for your audience to recognize your videos and develop a sense of trust and familiarity with your brand.

How do you choose your video channels?

Tik Tok is one of the most popular platforms for marketing campaigns

Are you making a Super Bowl spot, or TikTok ads? 

Your channel mix is the combination of places you’ll be showing your video. Before you start creating content, you’ll want to know where it’s going to run. It’s not just about creating awesome videos, it’s also about getting that content in front of the right people. With so many channels out there, it can be tough to know where to focus your efforts. 

Here’s a guide on how to select the right channel mix for your video marketing content.

First things first, let’s go back to your audience. Who are they and where do they hang out online? Are they on Instagram or TikTok? Are they on YouTube or Vimeo? Knowing where your audience is will help you determine which channels to focus on.

Next, revisit your goals. Are you looking to drive sales or increase brand awareness? Different channels will be better suited for different goals. For example, if you’re looking to drive sales, focus on channels where you can add a link to your product page in the video description. If you’re looking to increase brand awareness, focus on channels where you can tell a compelling brand story.

Some channels are better suited for short, snackable content, while others are better for longer, more in-depth content. For example, TikTok is great for short, funny videos, while YouTube is great for long-form content like tutorials and vlogs.

And don’t forget your budget. A TV-quality spot can be expensive, but you can usually make more casual social content for less. 

Make sure you don’t spread yourself too thin. It’s better to focus on a few channels and do them well than to try to be on every channel and do a mediocre job. Pick the channels that are the best fit for your audience, goals, and content, and go all in on them.

How do you plan and create content?

You have all the pieces in place. Now it’s time to start making content! Content creation can be costly, but quality is worth the investment. When promoting your business, you want to make the best possible impression.

In spite of all the power and flexibility of modern video-making tools, the best projects are the ones that are the best planned. There are a few important things you’ll need to consider.

Scripting your video may seem like a small step in the production process, but it’s actually one of the most important. A well-written script can make all the difference in how your video is received by your audience and can help you achieve your goals.

First, it helps you stay on track. You know exactly what you want to say and can make sure you include all the important information. This is especially helpful if you’re creating a video with a specific goal in mind, such as driving sales or increasing brand awareness.

Scripting also helps you structure your video in a way that makes sense and keeps your audience engaged. It helps you create a logical flow and progression of ideas that will keep your viewers interested and on the edge of their seats.

It also assists with planning your shots and filming locations. When you have a script, you know exactly what you need to film and where. This saves you time and money on production. You can even find clever ways to get multiple edits and versions from a single shoot.

But for casting, camerawork, sound, and editing—it’s usually best to hire a professional.

Hiring a professional video production company can be a smart move. While it may seem like an added expense, the benefits of working with a production company can far outweigh the costs. Here’s why:

First, professional video production companies have the experience and expertise to create high-quality videos that are tailored to your specific needs. They have the latest equipment, know how to use it, and have the skills to edit and produce a professional video.

Working with a production company also saves you time and energy. They handle all aspects of the production process, from pre-production planning to post-production editing, so you can focus on running your business.

If you need the help, a production company can assist with scripting and concept development. They’ll guide you as you create a compelling story that grabs the attention of your audience and achieves your business goals.

Additionally, production companies often have a network of industry professionals that they can call upon to bring your video to life. This includes actors, voiceover artists, and music composers, which adds extra value to your video.

A production company can also handle the distribution and promotion of your video, making recommendations on video formatting. By working with a production company, you can ensure that your video is of the highest quality and reaches the right audience.

How do you distribute and promote your video?

Video marketing distribution strategies illustrated

Once your video is complete, it’s time to distribute and promote it. Video advertising is a 200+ billion dollar business, and it can be difficult to navigate. But there are a variety of ways to get your content out there, including paid media and organic media.

Paid Media: Advertising your video on platforms like YouTube, Facebook, Instagram, and TikTok. With paid media, you can target specific audiences and get your video in front of the right people. It can also increase your video’s reach and visibility.

Organic Media: The promotion of your video without paid advertising. This includes sharing it on your own social media channels, embedding it on your website, or reaching out to influencers to share it. Organic promotion can also include SEO optimization to make sure your video is easily discoverable by search engines.

One of the most effective ways to distribute and promote your video is to use a combination of both paid and organic media. For example, you can use paid media to reach a wider audience and boost your video’s visibility, and then use organic media to engage with your audience and build a community around your video.

It’s important to make sure your video is shareable and easy for people to find. This means adding social sharing buttons to your video, including a link to your website, and making sure your video is optimized for search engines.

You might also consider working with influencers or media outlets to help promote your video. They’ll share your video with their audience, which can increase visibility and reach.

How do you learn from and adapt your marketing strategy?

Man reviews the success of his marketing strategy

Congratulations! You’ve launched your video marketing campaign. But your work is not quite over.

To get the best possible performance from your investment, it’s important to test and learn from the results. This will help you understand how your audience is responding to your video and how you can improve for future campaigns. Here’s how to test and learn from your video marketing content:

First, track your video’s performance. This includes metrics such as views, engagement, and conversion rate. Use these metrics to understand how your video is performing and identify areas where you can improve.

Next, use A/B testing to optimize your video. This means experimenting with different elements of your video, such as the headline, thumbnail, and call-to-action, and comparing the results. This helps you identify what works and what doesn’t, and make changes accordingly.

Also, gather feedback from your audience. Ask them what they liked and didn’t like about your video, what they would change, and what other types of videos they would like to see from you. This feedback is invaluable in creating future video campaigns.

When designing new video campaigns, implement the changes you’ve identified through testing and feedback, and continue to track and test your videos.

Ready to get started?

We’re standing by to help!

Indigo Productions can help you with every part of creating and executing your video marketing strategy. In a complicated industry with many production challenges, we have the team and the expertise to guide you every step of the way.

Reading this guide is a great start. But if you’re ready to take the next step, get in touch with one of our production experts.

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