How to Build a Successful Video Marketing Strategy and Plan

Why is video marketing so popular? Everybody, from 10-year-old kids to seniors, wants to create a video. And, indeed, every company is thinking about or is actively working on video content these days.

But, how can you create an effective video marketing plan in 2021 that works for you? Currently, more than 71% of B2B marketers use videos in their marketing mix. Videos may be a fantastic addition for businesses seeking to enhance their content marketing.

Whether you’ve mastered video marketing or are just getting started, these pointers may assist with planning, strategy, and video niche selection. Let us discuss all the tricks to help you in creating a successful video marketing strategy and plan.

Steps to Build a Targeted & Successful Marketing Strategy & Plan

Whether you are new to video marketing or have been using video content to promote your business or brand for many years, you need a clear strategy, a kind of roadmap that outlines the objectives, tasks, rules for their interaction, and success criteria.

Here is everything you need to know before you begin with your video creation endeavors.

1. Define your brand’s tone and audience

First, do research on your intended audience. Who are these individuals – ladies, men, or teenagers? What are their ages? How much money does each audience niche make on average? What websites do they frequent?

You must know who you are developing a product for, where you want to market it, what emotions you wish to elicit, and what objective you wish to accomplish.

Then, choose a suitable tone of voice. Decide if you want to connect with the audience in a formal or pleasant manner. What problems are you likely to encounter, and how will you handle them?

What is off-limits for your brand? You should be able to identify yourself based on the tone of your videos.

2. Establish your Brand’s Message

To maintain brand’s integrity and avoid user confusion, you must broadcast a generic brand message across all channels and in each and every video.

Every message your company puts out must be consistent with what you want your brand to say about itself and what it represents – its mission.

If your positioning has shifted, create a film to commemorate the event. Distribute it across all platforms to guarantee that people are kept up to date on your branding changes.

3. Precisely Estimate your Budget

Spending a lot of money on video creation does not ensure its success. You may spend thousands of dollars, yet the final video might be a flop.

A modest budget, on the other hand, may damage your marketing approach since you won’t be able to recruit competent experts to produce a contemporary, engaging film. So, how can you properly manage your budget?

Maintain your focus on the objectives and audiences. It is not essential to film costly professional videos to capture the interest of adolescents and students.

If you operate with a well-to-do middle-class clientele, consider collaborating with an influencer. It may be a blogger or the CEO of a well-known business.

Remember that the invited individual should reflect your brand’s ideals so that your audience accepts and admires his or her attendance.

4. Video Creation

Begin with planning. Consider how often you will release videos — once a week, once a month, or on an as-needed basis. What sort of video is it going to be?

Live broadcasts on Instagram/Facebook, a regular feature on YouTube, videos for advertising campaigns, or something else? The following are some excellent video content ideas:

Interviews with clients, workers, bystanders, and influencers;
Tutorials and courses; product overviews; customer reviews;
Vlogs — the behind-the-scenes of your job;
Webinars and podcasts; frequently asked questions

Choose at least three distinct kinds of videos to create the editorial calendar: subjects, potential situations, timing, publishing schedule, goals, objectives, and calls to action.

After you’ve accomplished all of the preceding stages, you should be able to distribute tasks among members of the production team. Define the following:

Who is in charge of writing the script? Who makes the ultimate call on this?
Who is in charge of video recording lighting?
Do you want to do it alone?

Begin with an Instagram live broadcast. The video will be stored automatically – no further action is required. Don’t rush into things and purchase costly equipment all at once; instead, start shooting with your smartphone.

5. Choose Your Video Distribution Channels

Making a video is just the first step. But how do you get your target audience to view it? There are many choices available:

You may find them on YouTube and Vimeo. These are the first channels that everyone who wants to go into video marketing thinks about.
Your website. Share the films on a blog, or on sites with customer feedback or About the business, if suitable. On the main page, you may also include a product summary or a business presentation.
Share the link on all social media platforms where you have a presence. Request that your workers repost it.
Send out a video through a newsletter. Email is the most private way to communicate with the public.
6. Optimize your Videos for Different Channels

Creating a single video and publishing it in its original version across all channels is, unfortunately, useless.

People visit diverse locations for a variety of reasons. On Facebook and Instagram, the same individual pursues various objectives and is motivated by different factors.

How do you identify and utilize the appropriate channels for a certain video as effectively as possible? Consider the following:

Facebook reduces the reach of a post that includes a link to an external website. Upload the video to Facebook immediately, but with a shorter preview to make it simpler to watch.
People often use Instagram to unwind and be inspired. The female audience are searching for attractive, inspirational pictures and videos on this page. Use filters on your material to make it bright and upbeat. Increase your social media shares by including some philosophy.
YouTube is the most popular video marketing platform. However, according to YouTube rules, you must wait up to two weeks before making changes to the video.
YouTube SEO fundamentals

Remember that YouTube is owned by Google, which favors SEO-optimized material and employs a slew of sophisticated ranking algorithms.

When you add a new video to your YouTube profile, be sure to follow these SEO tips:

Video Title: To begin, use the YouTube keyword tool or another SEO tool to pick keywords. Then, utilizing other keywords, put the main keyword in the title of the video and clearly explain what your video is about.
Video Tags: Consider the search terms people use to discover videos similar to yours. Fill in the Tags box with them.
Text on Video: Add interesting wording to the cover picture that addresses the question, “What is the purpose of this video?”
References: In the video description, provide a link to your website and social media accounts.

Write a detailed description of the video, using keywords. Tell them what the video shows, who will be interested in it, and what advantages viewers will get. You may also use a Timestamp to emphasize your primary point.

7. Engage your Viewers

Keep in mind that your videos play an important part in the sales funnel. As a result, you cannot dismiss the importance of the interaction. Here are some engagement strategies to try:

Regularly publish new content. People must get used to the idea that you put in a lot of work to film videos before they will be more ready to reward you by making purchases.
A call to action may be made using visual components such as a CTA button (with a link to the site/another video/etc.).
Request that viewers post questions in the comments section and urge them to watch the next video to receive answers. That is how you will stay in contact with your audience.
Encourage viewers to interact if you film live videos on social media. Make live interactions a habit, such as once a week or once a month.
Paid advertising is another excellent method to promote your video on YouTube and Facebook, boosting engagement since your video directly answers to user searches.
8. Track and Analyze your Campaign’s Performance

To learn how to create a successful video marketing strategy, run campaigns with various KPIs and methods. You may attempt to target different audiences, play about with scheduling, and experiment with different video choices – short, lengthy, finished, or quickly interrupted.

Metrics to Monitor

The rate of engagement: It denotes how many people watched the video till the conclusion, how many left at the beginning, how many people scrolled the video ahead, and how many clicked on the link to your website.
Views: Each website tracks the amount of visitors. On YouTube, one watch lasts 30 seconds; on Facebook, it lasts approximately 3 seconds. Knowing the amount of views on each platform allows you to deduce the kinds of videos that people are most interested in.
Interactions and social recognition: Keep track of indications like shares, likes, and comments.
ROI: Consider the money and effort invested on a certain video marketing campaign, as well as the outcome. Was it worthwhile?

Adjust your subsequent activities based on the acquired outcomes and metrics.


The final approach will always be a sort of compromise between the desire to expand audience reach and the aim of attaining an acceptable ROI, as well as the desire to actualize some creative ideas in the video and the true requirements of the target audience. This is the origin of the video marketing approach.

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