How to start a real video marketing strategy for your business (and I'm not just talking about social media)
Does this sound familiar?
You're on a content creation hamster wheel– everyday trying to post a good TikTok, or a
Reel with a trending sound that “is about to explode” (they swear!). And you get some views, maybe even a video goes viral.
But then what?
So many entrepreneurs are getting so caught up in social media marketing that they neglect the most important process: the funnel that makes them a living! And if your social media video presence is off the charts but you don’t have a single brand video on your website….you’ve made a grave mistake.
But, don’t worry! It’s never too late to start with video marketing and I’ll lay out everything you need to know.
Here’s how to get started with a brand video marketing strategy to get results beyond social media engagement.
Step 1: Get Clarity
The foundation of any successful video marketing strategy lies in clarity. Determining the type of video you should create, the style in which it is created, and where it should be primarily shared all rely on your target audience.
The key to creating a result driven video marketing strategy lies in intentional decisions in response to what your audience wants to see from you. Video marketing isn’t as easy as social media marketing gurus make it seem– you can’t just throw a trending sound and say a prayer to the internet wizards to find success. This is one of the biggest video mistakes we see when it comes to video marketing campaigns.
The good news is– while there isn’t much “luck” in video marketing, you can strategically craft the perfect video to resonate with your target audience and increase your sales.
So, before you grab a camera and start filming, you need to really ask yourself (and do the market research) to answer:
What are your business goals? Are you aiming to skyrocket brand awareness, generate leads, or drive sales?
Understanding your objectives is the first step towards a successful video marketing strategy.
Where are most of your sales coming from? How are customers finding your product? Word of mouth? They joined your email list? They saw a post of yours on social media?
On what platform are you making most of your sales? (Amazon? Etsy? Your website?)
Step 2: Pinpoint Your Starting Video
Identify the video that will kickstart your journey towards achieving your primary goal. Often, a compelling product video is the best place to start. There are 6 primary types of video marketing, but here are some common goals and the best video solution to achieve them.
Increase website conversion rates → landing page video
Increase sales → product video
Increase brand awareness → branding video
Increase checkout page conversion rates → UGC video
Increase email clickthrough rates → email highlight video
However, there’s a lot of give and take, as every business is different, so if you want personalized answers as to which video will drive the best results for your business, take our Magic Video Quiz to discover precisely which video your business needs right now. This personalized quiz takes less than 2 minutes and eliminates guesswork.
Step 3: Produce the Video - 3 Options
Great, so you know what type of video you need. “But what am I supposed to put in it??” If you feel at a loss for what you would actually include in your video, check out this list of 21 promo video ideas for your next video campaign that will increase your conversion rates by 20%.
When it comes to producing your video, you have a few options. If you’re on a really tight budget, you can create the video yourself with your iPhone. No one ever said good storytelling had to be done on a fancy 8K camera with a studio backdrop.
Second, if you have room in your budget, you can hire a freelancer on a platform like Fiverr to create a video for you. This is a great affordable option, but you’ll just have to make sure you have your goals and vision laid out clearly. You aren’t paying them enough for them to analyze your product, target audience, and create a compelling story around your product/business (which is what sets “pretty videos” with no impact apart from result driven videos that increase sales for your business).
The third option, for those with large budgets, is to hire a production company or agency. They have the capacity to create result driven videos for you.
Step 4: Repurpose and Multiply Your Impact
Once you have your single video, use your video (or snippets of it, depending on the placement and what makes sense for your business):
Product page (great for product videos and UGC videos)
Clips in your email newsletters - here’s how to incorporate video into your email list to increase your click through rates starting next week
Strategically place it on your checkout page
Landing page (incorporating a video on your landing page can increase conversions by 80%) (Source: Landing Page Video Conversions Study, 2023)
Bonus, if you want social media content, here’s how you would repurpose the video to share on socials:
4-5 engaging snippets (vertical) to share as a TikToks, Instagram Reels, YouTube Shorts, and Pinterest video pins
1-3 clips (horizontal) to share on YouTube and LinkedIn
Move to the Next Level
Once you've mastered the basics, level up with the video that’s going to make the largest impact for your business’ sales, often a landing page video. Research indicates that adding a video to your landing page can increase conversions by 86% (Source: Landing Page Video Conversions Study, 2023).
Take the Magic Video Quiz if you need clarity on the next video that will drive the greatest results for your business.
Amplify its reach across different platforms to maximize impact, just as you did before.
Unlock Additional Insights
Dive deeper into video marketing with my Video Marketing Secrets eBook. This comprehensive guide breaks down different video marketing types and provides key insights for success.
Share your thoughts and questions in the comments below. Let's keep the conversation going and the strategies growing. Connect with me on Facebook, Pinterest, and Instagram for video marketing tips, hacks, and ideas! Hope to see you over there!
