The Ultimate Video Marketing Guide – How to Create a Successful Video Marketing Strategy

Ultimate video marketing guide

By Taylor Quintanar

| Marketing

|

Lead generation, the most exciting part of running a business!

… Said no one, ever.

What if there were a way to make your marketing materials generate more leads on their own? Turns out, there is. You just need to create marketing videos that do the work for you while you’re sleeping, on vacation, or enjoying your leisure time.

In this article, we’ll look at the different types of video marketing, as well as our revolutionary “video sprint” method of passively generating leads. We’ll close with a guide to set up a successful video sprint for your business in just 5 steps.

Successful Video Marketing Example

Check out this powerful testimonial video we produced for Borde, an innovative AI company specializing in food production technology. 

This video works because of the stellar combination of:

The importance of these three factors are why we recommend carefully selecting the video production company you work with. Be sure to view their portfolio. Are their video interviews natural-sounding and engaging? Do they provide high-quality video production that will give your video the professional look it needs?

Revolutionary Video Marketing Method – Video Sprint

So you’ve planned out a stellar marketing video, with beautiful videography and powerful content that you know your target audience will resonate with and act on.

Now, how will we get the video in front of your target audience?

Here’s where the magic happens. Introducing a video marketing method we’ve seen immense success with, yet remains all but undiscovered by the larger marketing community – video sprints.

A video sprint is a two part process, and we guide our clients through the entire thing. First, we produce a powerful marketing video (like our Borde example) that grabs viewers’ attention and builds trust and interest in your brand.

Next, we make the video rank in the top Google search results when someone searches for the product or service you provide. For example, if you’re a solar company in Seattle, we’ll have your video pop up when someone searches for “Seattle solar company” or “solar panels in Seattle.”

This sounds complicated, but we’re here to make it easy! We start by creating a page on your website for your video to “live.” Then, our search engine optimization (SEO) experts tweak the page until it’s exactly the type of content that makes Google wants to show people your video. 

Did you catch on to what this is doing? Your video is drawing in leads from Google search – without you having to personally reach out to anyone! 

If this technique peaks your interest, shoot us a message through our contact form and we’ll be happy to answer your questions or get you set up!

5 Types of Marketing Videos and When to Use Them

Now, let’s look at the different forms your video can take. The type of video you choose ultimately depends on your brand, your marketing goal, and your audience.

Testimonial Videos

Testimonial videos are a fantastic way to showcase happy customers sharing their experiences and endorsing a product or service. These videos hold immense value in establishing trust with potential clients because they provide genuine accounts from people who have had positive interactions with your brand. Thanks to video sharing platforms like social media and YouTube, testimonial videos have gained tons of popularity online.

When to use testimonial videos: Use testimonial videos like you’d use written reviews – to build your audience’s trust in your company and product or services.

Product Videos

Product videos showcase a specific product in action. These videos provide potential customers with a clear and engaging demonstration of how a product works, its features, and the benefits it offers. Whether it’s a sleek smartphone, a kitchen appliance, or a piece of software, product videos aim to convey the value and functionality of the product, making it easier for video viewers to understand and visualize how it could enhance their lives. 

When to use product videos: Use product videos when you have a specific product you’d like to focus your marketing efforts toward. Remember that you can incorporate testimonial video into product videos to add credibility, like you’d use product reviews!

Animation

An animated marketing video is a creative and visually engaging way to promote a product, service, or brand. Instead of using live-action video footage, these videos rely on animated characters, graphics, and illustrations to convey a message or tell a story. These videos come in various styles, from 2D animations with colorful characters to more complex 3D animations with realistic effects.

When to use animated videos: Animated videos are a great way to showcase products or services with lots of steps or features. These steps can be drawn out whiteboard-style, or even edited directly into a video of a product using 3D animations.

Social Media Video [And Vertical Videos]

Not only do social media videos serve as a great video marketing tool, they’re great additions to your company’s overall branding and communication strategy. Social media videos are tailored to engage with a brand’s target audience on platforms like Facebook, Instagram, Twitter, LinkedIn, and more. Increasingly, video may be shot vertically for platforms like TikTok and Instagram Reels.

When to use social media videos: Social media videos are a really good idea for any business with a social media presence. After all, videos receive 1200% more shares on social media than image and text content! You can “upgrade” your written content into social media videos to increase its effectiveness.

Commercials

Commercials have been used by successful companies for decades because they’re a powerful and time-tested form of video marketing! Commercial videos establish emotional connections, inform viewers about product details, and enhance a brand’s credibility. Commercials also encourage viewer engagement through clear calls to action, reinforcing brand messaging and fostering loyalty. While many companies’ target audiences no longer watch television, commercials for YouTube and other video sharing social media sites are still viewed by millions of people every day.

When to use commercials: Use commercials when you’d like your target audience to have repeat exposure to your video and brand. Commercials are also a great choice for local businesses, who can run their commercials on local TV networks or as geo-targeted social media ads.

Our 5-Step Guide to Video Marketing Strategy

Hopefully, by reading this article, you’ve realized the importance of adding video to your marketing plan! Now, here’s our 5-step guide to making your own video marketing strategy, which includes our signature video sprint strategy. It’s short and sweet, but covers everything you need to get started on a stellar video marketing campaign today.

1. Plan Your Video

Start by writing down your goals for this video. Are you looking to build brand awareness? Spotlight a new product? You can refer back to the previous section of this article on types of marketing videos and when they are best used. 

If you’re working with a professional video production company (as you should, since professional video quality is a crucial part of building trust in your business), these are questions you can work through with your video production team! A professional video production team can also help you decide the best locations, b-roll shots, and cinematography styles for your video. A storyboard or script can also be a helpful tool as you move into the production stage of your video.

2. Produce Your Video

Now that you know what you’re going for, it’s time to make your video! Enjoy the excitement of being on set with your production crew, and make sure to speak up if you have any questions or ideas during filming. If it’s an animated video, stay in touch with the animator and don’t be afraid to ask for video revisions.

Video editing is also part of this step. Talk with your video production company’s editing team to determine whether captions, overlays, or effects would be good additions to your video.

3. Distribute Your Video

Your video is ready – put it out for the world to see! Most likely, you already had an idea of where you wanted to share your video before you filmed it. Possibilities include your website, social media profiles, email newsletter… basically, anywhere your target audience is watching!

4. Distribute Your Video More – Video Sprints

Here’s where we diverge from the norm. We’ve seen fantastic results for our clients when we use video sprints, which is why we’re surprised we don’t see many other companies doing it! To do this, we create a search-engine-optimized page on your website to host your video. This funnels people who are looking for your product or service to your video!

If you’re interested in learning more about creating a video sprint for your business, contact us today!

5. Monitor Your Video’s Performance and Adjust Accordingly

A huge mistake that many businesses make is believing that after posting their marketing video, they are done. This actually makes them lose out on a ton of their video’s lead-generating potential! 

Wherever you’ve posted or shared your video, you must monitor its performance. On social media, open your Analytics and view key metrics like the number of impressions and views the video is receiving. In a video sprint, check how much traffic the web page is receiving and how many leads have been generated through it.

Always use this information to brainstorm ways to improve the exposure and conversion rate of your video. Our SEO experts constantly monitor our clients’ video performance and find ways to improve, and you should too!

Summing It Up – Ultimate Guide to Video Marketing Strategy

We hope this guide was helpful in planning your video marketing campaign! Remember, if you have any questions about creating your own video marketing campaign or video sprint, we’re happy to help! Please shoot us a message through our contact form and one of our production coordinators will be in touch.

FAQ’s

How to Build A Video Marketing Strategy

The best way to build a video sprint marketing strategy is by deciding what type of video is best for your marketing goal, producing the video with help from a professional video production company, and getting the video in front of potential customers through a search-engine optimized web page.

What is the best video marketing strategy?

The best video marketing strategy is the video sprint, a tactic that places a professionally-produced marketing video on a search engine optimized web page. The video shows up in the top results when people search for terms related to your product or service, generating new leads even while you’re not working.

What are some video marketing strategy examples?

For an example of how a video sprint marketing strategy works, imagine a car dealership in Fresno, CA. We would first choose the best type of video for the dealership’s marketing goals and professionally produce it. Then, we would place it on a page on their website. Finally, we would optimize the web page to show up in the top results for Google searches such as “Fresno car dealership” or “best car dealership in Fresno.” This brings people looking for Fresno dealerships straight to our client’s website!