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Video Strategy

Whether you’ve been creating marketing videos for a while now or are new to the arena, one thing is for sure – you need a road map to ensure that you get where you need to go. In other words, you need a strategy in place to ensure that you expand your reach and meet the objectives of the whole exercise.


It is also essential to note that while there are several videos out there (ranging from teasers to explanatory videos and further on to promotional videos), it isn’t enough to randomly create videos once in a while to cater to specific needs as they crop up. A strong and consistent strategy is required to have the maximum impact on customers.

Here are the major steps involved in creating an effective video marketing strategy:

Identify your audience

The first step is to know who you’re aiming to reach. Unless you get a hold on the needs and preferences of your audience, your videos will be as good as shots in the dark, or worse, will put off potential customers.

Define your objective

What do you want your video to accomplish? Do you want to create awareness or generate leads? Increase sales or ensure compliance? You have to outline your goal to make sure that you don’t lose sight of it as you progress along the path of video creation. Moreover, a definite objective helps save money as it ensures that you create specific, targeted material.

Finalize a timeline

Just like social media posts, each successive marketing video is a part of a larger marketing plan. You need to create a schedule around videos to effectively realize your objectives and ensure the communication of a consistent message to your audience.

Choose video type and length

Both these decisions will largely be driven by your target audience and marketing objective. While there is a video type to cater to nearly every business need, durations are relatively more uniform. A majority of the B2B videos on Google and YouTube are 90–120 seconds long. However, at the end of the day, the duration of your video is still basically a function of your objective.

Analyze your performance

Once you’ve deployed your video, it’s vital to identify an appropriate set of metrics to accurately monitor and analyze its effectiveness. A popular saying goes: “If it can be measured, it can be changed.” Popular metrics such as views and social media shares are all indicative of how successful your video campaign is, and thus also help signal the need for corrective changes.

No single marketing strategy is set in stone. This holds true for video marketing as well. Therefore, strategies need to be kept flexible enough to allow room to manoeuvre in response to changing technologies and audience demographics.