How to Create a Video Marketing Strategy


Video marketing was one of the hottest trends in the industry in 2016, and the use of video online only continues to rise. In fact, 87% of online marketers now use video content in their strategy. And the return on investment can be significant—consider these facts from Forbes:

  • Video in an email leads to 200-300% increase in click-through rate.
  • 65% of executives visit the marketers’ website and 39% call a vendor after viewing a video.
  • Including video on a landing page can increase conversion by 80%
  • 90% of users say that product videos are helpful in the decision-making process.

With statistics like these, video marketing can be an incredibly successful form of marketing for any business. However, creating an effective video is half the battle. Getting eyes on it is the other half—so where should you share it?

Social Media

The easiest vessel for sharing video content is on social media platforms, such as Facebook, LinkedIn, and YouTube. You can post your videos directly for your followers to see, or utilize paid methods such as promoted posts to push your content beyond your normal audience. Either way, don’t just stop at hitting that “post” button! Share it at different times of day, with different language in the caption, or on more than one platform to maximize on your creative effort and provide multiple touch points for consumers.

Targeted Video Advertising

If you have a larger budget to work with, targeted video advertising may be a useful vehicle for your business. This method utilizes video clips to strategically place branded messages across three million websites, including YouTube. TVA allows for granular targeting by demographic, interest, and location, so you’re less likely to waste an impression on someone irrelevant to your business.

Streaming TV

More comfortable with traditional advertising methods? Streaming TV offers the targeting and analytical capabilities of digital marketing methods within the familiarity of traditional television. Your videos will appear before content that viewers are consuming on devices such as Roku, Apple TV, or the Amazon Fire stick. While this method can be more expensive, it comes with important benefits. Often, streaming TV ads are non-skippable, and there are typically no more than four spots per break. These things work together to ensure that your viewer sees your whole message, unimpeded by noise.

Why Use a Strategy?

Video marketing can be a cornerstone of your business’s marketing plan, and connect you with your customers in a way that text simply doesn’t allow. However, to fully capitalize on a good video, there must be an element of strategy. Choose your platforms based on your audience, budget, and goal, rather than using what is easiest or lowest-cost. This will allow you to push your video creative to its full potential.

Tell Your Story

When it comes to creating a successful video ad, you don’t have to do it alone! Media Venue can help tell your story to the world. From strategy to creation to implementation, we will work to develop a video campaign that compliments your business goals. Call us today at 502-855-4783 to get started.

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