The Ultimate Video Marketing Guide
The Ultimate Video Marketing Guide

The Ultimate Video Marketing Guide Get started with video marketing! Learn how to develop video strategies, create the right videos, and deliver and analyze content for the best results.


If you are marketing your product or service, you should use video. After all, your competitors are already there.


Video marketing is one of the best ways to promote your brand. With the right attack plan, it can be a magic bullet to generate new leads, attract prospects and generate more revenue.


In this video marketing guide, we will show you how to::


  • Develop a video marketing strategy that works for you
  • Use your video to arouse the emotions of your buyers
  • Create the right type of video
  • Distribute the video in the right place
  • Optimize your video for SEO
  • You can measure your video results to point to a specific ROI
  • Incorporate video marketing into other marketing strategies
  • By the end of this guide, you'll have the information you need to dive into video marketing with confidence. So let's start!


What is Video Marketing?


Video marketing (or "video content marketing") is a digital marketing strategy that harnesses the power of video to attract, engage, and transform viewers into prospects and customers.


In plain terms: Your buyer will love the video. Creating video content for your brand can reach more people and convince more people to buy a product or service.


Videos can showcase product features, tell brand stories, and build customer relationships more effectively than virtually any other medium.


Do you have an email upbringing of tent poles that have not just been converted? Add a video to get the reader's attention.


Do you have an important landing page with a huge bounce rate? Drop it into the video so that visitors want to stick around.


Do you have a great customer success story? Turn it into a video that can splash on social media.


Such use cases are why 96% of marketers say video marketing is a key part of their strategy. Here are additional statistics from Wyzowl that share what marketers say about the results they get:


  • 91% say it increases traffic.
  • 95% say they are increasing brand awareness.
  • 96% say it will help buyers better understand their offer.
  • 90% say it generates lead.
  • 87% say it increases sales.
  • 92% say it gives them a good return on their investment.
  • And buyers love the video as much as the marketing team. 89% of buyers said they persuaded them to buy by
  • watching the video. In addition, 91% want to watch more videos of the brand in 2023. So give them what they are asking for!


9 Steps to Build Your Video Marketing Strategy


Yeah, you can just jump in and start creating videos right now. But if you back up your videos with a powerful video marketing strategy, you can get more value from your videos. If you have a set strategy, you will see that you will guide and improve every video.


What are your video marketing goals?


Do you want to spread awareness? Do you want to improve your email performance metrics? Drive more conversions? breaking into a new audience?


Specific goals affect how you create and use video content. As long as you have your goals in mind, you are better equipped to work on core decisions about the videos you make.


Here's an example: You know you're making videos for social media to drive more traffic to your site. So to get the attention of a social scroller, you need to make that video quick, punchy and engaging. You also need to pair that video with a clear CTA that goes back to the website.


Who is your target audience?


How can you make your video be seen by important people?


Different viewers watch your video content for different reasons. Think about your intended audience and exactly what that audience wants from the video you show them.


What kind of video do you make?


Depending on your goals and your audience, certain types of videos work better than others. Sales leader viewers may appreciate longer, more detailed video content.Social media viewers of grab bags will probably prefer something shorter and lighter.


How much do you spend on creating and distributing videos?


In general, the larger the budget, the better the video will be. But even if you don't have the cash to throw into the project, you can still make great content.


How much budget can I devote to a video project? What can I do to maximize the effect of that budget (even if it's$0)?


Who is responsible for making the video?


Determine who is responsible for video creation and its specific deliverables. By defining contacts for your video content, you can let your team know who to contact when you have questions or requests.


Here at Vidyard we have dedicated video production experts, plus we have up-skilful marketers all the time to become video creators. That clarity is especially important when your business is remote (like us). This means less time to send a Slack Dm and track who can answer video queries.


How does a video fit into other marketing campaigns?


We are talking about your account-based marketing (ABM) strategy and demand generation tactics. (More about using video for these types of strategies will be discussed later in this guide.)


How do you host and distribute your videos?


What platform do you use to host video content? What specific features do you need for that platform?


And once it's hosted, where do you share it? Embed a video in a web page? Include them in the email explosion? Share them on social media?


How do you measure video performance?


What are the key success metrics for your team? How exactly do you measure them?


(If you don't know, don't panic. Video analysis and ROI measurement will be discussed later in this guide.)


Who else will use your video?


Marketing is not the only team that can use video. For example, sales, customer support, and experience teams need different videos for different purposes.


Will your team serve them? If so, what is the process to do so?


Your Strongest Video Marketing Weapon: Video Storytelling


What is the most influential video you have ever seen? No, we're not talking about Gangnam style (geez, remember that?- We mean a hearty, memorable video that stuck with you all the time after you closed the window. It left a real impression...But why?


Here is the secret. The key to a successful video is emotion. Emotions build the relationship between you and your viewers and make your brand feel human and real.


So how do you evoke emotions? You tell a convincing story.


When you write a video script, remember the basic storytelling techniques you learned in an English class.Establish a character, present a conflict and show the journey to solve it.


Humanity has been telling stories like this for thousands of years. People can recognize the summary of the story on an almost unconscious level and use it as a way to organize information. For example, a video that is just a list of facts, or a video that lists the same information in an interesting form of introduction, conflict, or resolution, what is easier to hold?


"But there are no characters/conflicts/journeys in the videos I have in mind!""Don't worry. Instead, try to structure the video as follows:It presents the problem, then the solution, and then the result that the solution has created. This format still tells the story, but you can use it even if you are missing any of those traditional narrative elements.


Remember that emotion = action. If you can make the viewer feel something, the video will remain in their mind after the video is finished. And if your video leaves that emotional impression, they are much more likely to take that next step.


Here are some more tips for video storytelling:


Please your audience


Show your viewers something that you can get invested in. Tell a story about a loved family member, a cute animal or something else that will make your audience smile. If they have a positive association with your content, they are more motivated to stay engaged.


i'll tell you the full story.


Make sure the story in your video has a beginning, middle, and end. Your viewers should feel fulfilled by the resolution of the story. Don't leave them multiplied on the payoff unless you really have a good reason.


show me. don't tell me.


You hear this all the time in creative writing classes. Don't rely on the narrator to explain how your central character suffers from problems: Show it! This, after all, is a video. If you were just using words to tell your story, you would write a blog post. (Hi bis minutes分)


think about it.


Creating a video takes time and effort. Don't jump on your first promising idea; take your time on the planning stage to come up with a really singing concept.


Tell one Story at a time


Don't try to stuff multiple stories into 1 video. Focus on a single story so that the viewer is not confused or distracted. Make it short, snappy and easy so that you do not lose the thread.

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