How to Make Your Marketing Videos Stand Out

Today, video marketing has become the backbone of effective online communication. With over 80% of internet traffic expected to come from video content by 2025, businesses can no longer afford to ignore this powerful medium. From YouTube to social media platforms, video content has the potential to significantly boost engagement, brand awareness, and even sales conversions.

But creating a video isn’t enough. You need to make it stand out. You must capture the attention of your audience, tell a compelling story, and ensure your content is optimized for search engines. I’ll cover everything you need to know about making your video content not just good but unforgettable. Let’s dive into the strategies that can help your video cut through the noise and deliver results.

Why Video Marketing Is Essential for Businesses

It’s no secret that video content is one of the most powerful online communication forms today. But why? Videos have a unique ability to engage, inform, and entertain in ways that text and images often can’t match. Studies show that:

• Video content gets 1,200% more shares than text and image posts combined.

• Landing pages with videos can increase conversions by 80%.

• Viewers retain 95% of a video message compared to just 10% when reading text.

These statistics highlight the effectiveness of video marketing in boosting reach, engagement, and conversion rates. But not all videos are created equal. Your content must be memorable and persuasive if you want to take full advantage of this powerful tool.

Grab Your Audience by the Throat: The First 10 Seconds

One of the biggest challenges in video marketing is capturing and holding the viewer’s attention immediately. Did you know that 20% of viewers will click away from a video within the first ten seconds? That’s right—your video has less than 10 seconds to make an impact.

So, how can you ensure that your audience sticks around?

1. Start with a Hook

Begin your video with a compelling hook—something that grabs attention and piques curiosity. Whether it’s a provocative question, a bold statement, or a visually stunning scene, your first few seconds should intrigue your audience and make them want to keep watching.

2. Show Immediate Value

Within those critical first few seconds, you need to convey the value of your video. Viewers should know why they should stay tuned and what they can gain from watching it. Outline the problem you’re addressing or the benefit they’ll get if they stick around.

Storytelling: The Heart of Effective Video Marketing

Once you’ve captured their attention, the next step is to connect emotionally with your audience. And the best way to do that? Storytelling. People love stories, and when you weave one into your marketing message, you make your content more relatable and engaging.

3. Focus on Emotion, Not Sales

A common mistake many businesses make is focusing too much on selling rather than connecting. Avoid creating a video that feels like a sales pitch. Instead, tell a story highlighting how your product or service can solve a problem or improve someone’s life.

People are more likely to respond to a narrative that touches their emotions than to a straightforward sales message. By putting the viewer at the story's center, you create a stronger connection and build trust.

4. Use Real-Life Examples

Sharing real-life success stories or case studies is a great way to make your video more authentic. People want to see how your product or service has changed someone’s life. These stories don’t just humanize your brand; they also provide social proof, showing viewers that your solutions work.

Show Your Personality: Don’t Be Dull!

One key element that can set your video apart from others is your personality. Don’t be afraid to show it! In a world where consumers crave authenticity, letting your brand’s unique voice shine through can help your audience relate to you on a deeper level.

5. Add Humor Where Appropriate

Humor can be an effective way to break the monotony of marketing videos. It doesn’t have to be over-the-top comedy, but adding a lighthearted touch can keep viewers entertained and engaged. Just make sure the humor aligns with your brand and message.

6. Be Genuine

In a world full of polished, scripted content, audiences are increasingly drawn to videos that feel real and authentic. Don’t worry about being perfect—focus on being genuine. When your audience sees that you’re real and relatable, they’re more likely to engage with your brand.

SEO Tips and Tricks: Get Your Videos Discovered

Creating an amazing video is only half the battle. The next step is making sure people actually see it. That’s where SEO (Search Engine Optimization) comes in. Optimizing your videos for search engines is key to discovering them, especially on platforms like YouTube, the second-largest search engine in the world.

7. Choose the Right Keywords

Before you even start filming, think about the keywords your target audience might use when searching for content. Keyword research can help you identify popular search terms related to your topic. Once you have your keywords, ensure they’re naturally integrated into your video title, description, and tags.

8. Optimize Your Title and Description

Your video title should be short, compelling, and keyword-rich. Avoid clickbait titles that don’t deliver on the promise. For your description, aim for around 200 words and include your primary keyword within the first two sentences. Be sure to also include relevant links back to your website or landing page.

9. Add Closed Captions

Closed captions not only make your video accessible to a wider audience but also help with SEO. Search engines can’t watch your video, but they can read text. By including accurate captions or a transcript, you provide additional context for search engines to index your video content.

10. Leverage YouTube Playlists

YouTube playlists are a great way to keep viewers on your channel longer. By grouping similar videos together, you can increase watch time and improve your video’s rankings in search results. Plus, playlists provide another opportunity to use keyword-rich titles.

Conclusion: Crafting Unforgettable Video Content

In conclusion, video marketing is an essential tool for any business looking to grow its online presence and reach more customers. But creating a memorable video takes more than just hitting record. You must capture attention quickly, tell a compelling story, and let your personality shine through.

And don’t forget the SEO component. Optimizing your video for search engines is critical to getting your content discovered by the right audience. By following the tips outlined in this guide, you’ll be well on your way to creating standout video content that not only resonates with viewers but also ranks high on search engines.

So, what are you waiting for? Grab that camera and start creating videos that connect, engage, and convert!

If you're ready to invest in video production for your business but feeling overwhelmed by the process, don't worry—I'm here to help! t can seem complex, but with the right guidance, it becomes manageable and enjoyable. I offer a free 30-minute consultation to answer any questions, discuss your goals, and break down the steps for your specific project. Let’s get you started on the path to creating video content that deliver real results. Feel free to reach out to schedule your consultation today!

How Much Does it Cost to Craft a 5-Minute Video?

When it comes to video production, the cost is often a mysterious topic for businesses venturing into video marketing. I frequently liken it to purchasing a vehicle: a Toyota will get you to your destination, but the experience will vastly differ from a BMW. The same principle applies to video creation; costs can range from a modest $500 to an eye-popping $50,000, depending on numerous variables. Let's delve into the pivotal cost factors to give you a better understanding on how to budget for creating a five-minute marketing video.

Pre-production

Setting the groundwork for your budget starts with the often-underappreciated pre-production phase. While anyone with a camera can produce a video, only a select few can develop a concept that deeply resonates with the intended audience. In earlier times, the success of a video was heavily dependent on the expertise of cameramen and editors. Today, however, the saturated video content landscape has shifted the balance, making pre-production—the creative planning stage—crucial. Investing more time in pre-production planning is essential in an environment flooded with content. With countless videos vying for audience attention, careful planning ensures that content stands out through clarity, engagement, and quality. A well-structured pre-production phase allows creators to refine their messaging and storyboard visuals and identify target audiences effectively. This strategic approach maximizes resources and enhances the likelihood of the video achieving its intended impact.

Writing

At its core, video production is about storytelling, not merely creating an ad or a presentation. Writers, in particular, play an indispensable role in shaping a video's structure, tone, and ultimate success by understanding both the message and the audience. Despite its significance, many business marketers neglect this stage and often fall short because customers favor stories over straightforward presentations. A well-constructed narrative weaves a sense of intrigue and momentum, keeping the audience engaged. Instead of using the full five minutes to labor over a product’s features, storytelling allows you to show how the product improves real-life situations.

Hiring a professional writer typically costs between $60 and $250 per hour. Choose one who comprehends narrative architecture and the nuances of your target audience. Alternatively, if someone within your team takes on the scriptwriting task, ensure they are well-versed in storytelling principles. The Hero’s Journey, for example, is a popular storytelling template used in films like Star Wars and The Lion King.

Talent

The question of talent boils down to a choice between using your employees or hiring professionals. While employees may come at no extra cost, they must have a commanding presence and articulate well on camera. Professional actors, on the other hand, charge anywhere between $50 and $100 per hour, depending on their experience and reputation.

When hiring actors for a marketing video, producers must set clear expectations to ensure a smooth production process and a successful final product. First, define the actor's role within the video's context. Provide specifics about the character's personality, appearance, and required skills or attributes. This can help actors better understand how to embody the character.

Second, clarify the scope of work, including rehearsal schedules, shooting days, and any potential overtime. Actors should know the timeline and expectations surrounding their engagement. Communication about compensation, including payment structure and any potential bonuses, should also be transparent from the outset.

Additionally, communicate the project's overall goals and messaging. Actors should know the brand's values and the intended audience to deliver a performance aligned with the marketing objectives. By setting these clear expectations, producers can foster a productive environment that encourages creativity and professionalism, ultimately leading to a more impactful marketing video.

Videographer

Although modern smartphones offer remarkable video quality, professional-grade cameras can elevate your production to the next level. Employing a professional videographer, with rates spanning from $25 to $400 per hour, might be a worthwhile investment. When engaging a videographer for your marketing video, you invest in expertise that simplifies the entire production process, bringing a wealth of knowledge about both the technical and creative aspects of video production, ensuring your vision is effectively translated into a compelling final product.

Videographers possess the skills to operate advanced equipment, including cameras, lighting, and sound gear. Their understanding of the latest technology means you won’t need to worry about the technical details, allowing you to focus on your message and how you want to deliver it. They can suggest innovative ideas for shots, transitions, and pacing, elevating the quality of the content and making it more engaging for your audience.

On the day of filming, a videographer will manage the logistics, including time management and equipment setup, and ensure that all aspects of the shoot run smoothly. Their experience enables them to adapt quickly to unforeseen challenges, minimizing disruptions and keeping the production timeline on track.

Working with an experienced videographer streamlines the production of a marketing video by providing expertise in planning, shooting, and editing. This partnership lets you focus on your core message while ensuring that your video is produced to the highest standards. Ultimately, this helps your brand establish trust and inspire action within your audience.

Editor

With footage in hand, the next step is editing, which can be done by almost anyone, even on a smartphone. However, selecting the best shots to convey your message effectively requires a keen eye. A professional editor, whose rates vary from $60 to $175 per hour, will transform your raw footage by stitching together footage, enhancing audio, and incorporating graphics or animations. Their editing software proficiency means you can expect a polished final product that meets professional standards. This also includes color correction and sound design, essential for creating a visually appealing and cohesive video.

Distribution

Once the video is complete, distributing it is straightforward, but choosing the right platform to reach your audience is key. While YouTube reigns as the second-largest search engine globally, it may not always be the best fit for your target demographic. Depending on your audience’s habits, platforms like Instagram, Facebook, or X (formerly Twitter) may yield better engagement.

Boosting a video on social media can significantly enhance its visibility and reach, allowing brands to connect with a broader audience. By investing in promotion, businesses can target specific demographics, ensuring that the content reaches individuals most likely to engage with it. This targeted approach increases the likelihood of views and interactions but also aids in building brand trust and credibility. Moreover, boosted videos often benefit from improved placement within users' feeds, leading to higher engagement rates and the potential for viral sharing. Promoting a video is a strategic move that can amplify a brand's message and drive desired actions, such as website visits or conversions.

When crafted strategically, video marketing can be a powerful tool to extend your brand's reach and foster deeper engagement. By understanding the intricate cost components, you’ll be better equipped to make informed decisions and allocate your budget effectively. Consider scheduling a free consultation to explore how a 5-minute marketing video can be tailored to your business’s unique needs and objectives.

How Much Does It Cost To Start A YouTube Channel?

After working for years with personal brands, small businesses, and large corporations to create video content for YouTube, I can vouch firsthand for the value a healthy YouTube channel can bring. I am often shocked at the apathy around starting and growing a YouTube channel in the small business world. The hesitation usually surrounds the costs or time needed to create the video content to support a YouTube channel. Even as a video professional who knows better, I’ve lacked the necessary dedication to allocate resources to my own channel. However, I realize that not everyone has access to the equipment or software you feel you need to maintain a healthy YouTube channel. Assuming you already have a content plan, I would like to share the costs of starting a channel and give you some options that cost nothing.

First Question: How Much Should You Spend?

A common question is cost: "How much should I spend on starting a YouTube channel?" The great news is YouTube is completely free to use! There is no need to buy a channel or pay a subscription to post your videos. Stop and let that sink in for a moment: with over 122 million active daily users and 500 hours of video uploaded every minute, YouTube is a massive platform full of potential. That's many eyeballs looking for something to watch, and you can get started without spending a dime—at least not right away.

Equipment: What Do You Need?

Camera

The days of viewers tolerating subpar video quality are gone. However, there is no need for an expensive camera right away. Your smartphone is literally all you need to get started. Most new phones can shoot in 4K, and free apps like iMovie (iPhone only) or Capcut are easy enough to navigate that you’ll be editing your footage in no time.    

However, once you're ready to upgrade from a smartphone, you'll want to look for a camera with good autofocus and microphone input. The Canon Rebel series is a solid entry-level choice, costing almost $400 for the new T7i model. I've used the Canon T2i for over ten years as a backup camera, and it's still going strong. If you've got a bigger budget, the Canon 90D is a fantastic option with excellent autofocus that is more than enough for most businesses.

Microphone

Audio from a camera or phone is only so good, and sound quality can make or break a video. While you can start with your phone's built-in mic or the one on your camera, upgrading to a good microphone should be a priority. For smartphones, search “Wireless Lavalier Microphone” on Amazon and find an option compatible with your model phone. If you have a camera with a microphone jack, look for Rode Video Mic. It’s an excellent option to clarify your audio and will only cost you about $200. If you can't afford a mic right now, consider using Adobe's free Speech Enhancement tool to clean up your audio.

Lighting

Good lighting elevates your video quality significantly, making content more visually appealing and professional. While the complexity of lighting setups can vary, a primary light is all you need to get started. Depending on your setup, and if you just need to illuminate a face, you can get by with a dimmable ring light. Also, a shop light from Home Depot pointed at the ceiling is a low-cost solution to light up an entire room.  

Editing Software

Editing software is crucial to refining your videos, and the cost of editing tools varies widely. As mentioned above, Capcut is a free entry-level solution. If you have time to learn a pro tool, I’d suggest DaVinci Resolve, although be advised that it tends to be a resource-heavy program if you are trying to run it on a basic laptop. Once you get the hang of it, editing is not as daunting as it may seem, and good software can make the process smoother. I prefer Final Cut Pro, but I’m hesitant to recommend it because it depends on having an Apple laptop. Recently, Apple released a version for iPad that is about $5 per month, although I have not yet tried it out. Adobe Premiere Pro is also an option; however, it will set you back $30 per month and has a sharp learning curve, but there are lots of tutorials available on YouTube to help you along the way. 

Budgeting: How Much Will It All Cost?

So, how much do you need to get started? Let's break it down:

Camera: $500 (optional at first)

Microphone: $200

Lighting: $50

Editing Software: Free or $5–$30/month

Conclusion: Time to Start

Your total investment should be at most $800, which is more than reasonable for most marketing budgets. The best part? You can begin with your smartphone if you need more time to justify the expense. You don't need to spend thousands or even hundreds of dollars to start. Just start! All you need to do is take the leap. As a seasoned video professional, I can help you navigate the costs and provide tailored advice about creating great content without breaking the bank.

How Do You Create A Video Marketing Strategy?

Research shows that people spend a third of their time-consuming video content, so it’s safe to say that video should be an essential component of a good marketing strategy. Using video in your marketing mix can potentially reach a large number of people in a short amount of time. But keep in mind there is more to video marketing than just posting a video on YouTube. It’s about creating helpful video marketing tools that will not only catch people’s attention but keep it.

Set Your Marketing Goals

Video is an effective way to achieve many marketing goals, but the key is to get focused. Before you start, you should be clear about your marketing goals. Are you trying to build awareness for your brand? Increase engagement with your viewers to get more feedback on your products? Once you are honed in on a specific purpose, you can begin to build a robust video content production schedule instead of creating videos just for the sake of having videos.

Identify Your Target Audience

Your products or services are probably not for everyone. If you’re not keenly aware of this, you’ll end up trying to create videos for everyone, which will end up being watched by no one. Make it easy on yourself; only create videos for your specific customer. It’s also a good idea to know where your audience hangs out on the internet. Is it Instagram, TikTok, or just YouTube? It makes a huge difference, as their heads will be in different places depending on where they are when they come in contact with your video content. Keep in mind there are various reasons people go to Snapchat vs. Facebook, and your videos should respect the context of the platform.

Create a Video Budget

In relation to sales revenue, a marketing budget on average can run as low as 2% or as high as 12%. If your budget is tight, it can be stressful to decide how much of that is appropriate for video creation, but it doesn’t have to be. It is possible to maintain a realistic budget while also getting the video (or videos) you need. My recommendation if you are getting into video for the first time is to work backward. Take a look at the products or services you make the most profit on and start there. Suppose you can increase the sales of those bread and butter items via a successful video marketing campaign. In that case, it’s possible to scale your video production to cover the products or services that are not yet big sellers. 

Optimize Your Videos 

Search Engine Optimization (SEO) is when a website is optimized for visibility on search engines like Google. It’s the same principle with YouTube. The information you list on your videos’ description is indexed and sorted via an algorithm that determines what order your videos appear in a user's search. Properly optimizing your video’s description using the tools available in YouTube Studio can help your video content become more accessible for visitors to find.

Measure Performance and Adjust

This is a step that is easy for creators to overlook when first getting started with video. It’s exciting to finally upload your new video project, but the truth is once you post a video, you’re not done. In fact, you’re just getting started. It’s crucial to look at your videos’ performance to determine what’s working and what isn’t. Of course, the view count is important, but there are other metrics to keep in mind when measuring your videos’ success. Your video’s click-through rate (CTR) will tell you if your title or thumbnail is enticing enough to get viewers to engage with your video. Audience retention shows you if people are watching to the end, skipping through, or exactly when they are losing interest in your content.

Navigating the complexities of creating a video can be a challenge, but working with an experienced video creator and strategist can help you get the most out of your video production investment. If you have questions about getting started with video or are already producing videos and are not satisfied with the results, contact us and schedule a free no-obligation consultation about your video goals.

How Effective Is Video Marketing?

Scientifically it has been proven that information is accepted much easier visually than through any other method.  So, it’s no surprise how effective video content can be for marketing your business. Over 70% of all marketers confirm that videos are more effective at converting customers than any other form of online marketing.

Having a YouTube channel where you talk about your products or services will allow you to connect with your target demographic much more intimately. Allowing your business to grow a following and eventually reach more people. 

I have been in the video content creation space for quite some time now. I’ve had the privilege of helping small business owners develop strategies and produce valuable content. I’ve seen marketing videos build a brand effectively when they can convey helpful, clear, consistent messages.

How Video Marketing Can Boost A Small Business

Small businesses are usually reluctant to invest in the start-up costs associated with creating video content. Big companies build their brands through flashy advertisements, spending millions of dollars on a single campaign. Why? Because video outperforms every other medium! 

While you may not be able to afford elaborate ad campaigns, creating solid video marketing content is a lot more affordable than you may think. The truth is, you can’t afford not to do it. The demand for video content grows every day, and the businesses that commit to creating that content now will be way ahead of their competition. Even if you choose to do it on your own, the cost to get started is nothing compared to what ad agencies would cost. 

Besides, there are ways to create video content that serves multiple business objectives.

Often, a small business’ customer service or support team may only consist of one or two people or may not exist at all. Video content is a solution here. 

If you create tutorial-type videos, they can serve as your customer service by teaching the public about your product. People can post problems or questions about the product online. You can make a video providing answers and solutions. You establish your business’ expertise while creating video marketing content to publish on your YouTube channel. These types of video can go a lot further to build trust than a TV advertisement; besides, who’s even watching television nowadays?

Should Small Businesses Have a YouTube Channel?

At face value, it may not be as obvious how much marketing potential YouTube has. A massive portion of the internet population is on YouTube right now. Every month, over one billion people on the planet spend time there. As a search engine, YouTube holds the second position right below Google, which happens to own it, by the way.  

There are countless examples of small businesses finding recognition and success with only a YouTube channel and a website. They didn’t have a brick-and-mortar store or large staff. Adding value to their customers and maybe entertaining them in the process was the only thing they had.

Marketing videos on YouTube would help rank better with Google search results. Existing on Google’s first page is essential for any business to be a success.   

Having a YouTube channel can also increase your website’s authority. Authority means which website seems more trustworthy to Google on a specific topic. Increased authority means more appearance in search results. 

When you put links to your website in your YouTube video descriptions, it’s considered a backlink. When Google sees backlinks from reputable domains, it believes your site holds some level of authority on the topic. Of course, you need to have a properly built website that is SEO friendly but in place but in practice creating helpful video marketing content should drive organic traffic to your site.

Get Help Creating Video Marketing Content

Creating video content might seem easy. Just open your phone’s camera and start recording. That definitely can be part of the equation, but to develop effective high-level video content, you’re going to need to invest time and resources. 

I realize the frustration of small business owners who don’t have a large company’s resources. They are already under a lot of pressure, with plenty of fires to put out daily. Making creative content is no part-time job, and adding video content to the mix complicates things even further. No one should expect you to pick up a camera, start recording and expect a great video.

 If you’re serious about getting started with video content creation, take advantage of a free 30-minute consultation. And remember, half-hearted video marketing will only waste your time and add frustration to your already crowded plate. Worse, it’ll be a bad reflection on your business . . . to the few people who see it anyway.

How Do You Make A Good Business Video?

Every business should create video content to help educate its audience about its products or services. But with so many videos uploaded to the internet every minute of every day, how do you make a good business video? How do you create video content that will cut through the noise in your industry? How do you make it interesting and entertaining? There is no exact science to making videos that could potentially go viral, but here are some non-negotiables to keep in mind when making your next business video.

Have A Video Strategy

It's one thing to set out to create a business video, and it's an entirely different thing to have a concise video strategy. Too many times, I have seen the battle cry for video content without a clear objective. Because of this lack of planning, I have seen videos fall flat when the intentions to create content were noble. I mean, shouldn't the goal be to create more content - especially video?

Yes. But remember, the goal isn't a video for video's sake. It would help if you had a clear, measurable goal in mind when you go down the path of making a video. You need to have an achievable outcome with each business video project. I can hear some saying right now, well, of course, the goal is to sell more of my product or services - duh. Well then, at what point during the sales process is your potential customer going to see this video? Are you trying to create a lead or persuade a current customer to move over to your competitor? What does your sales process look like, and what is the next step (call to action) in the funnel when they actually view your video?

When your objectives are clearly defined, it'll be so much easier to create video content that moves the business closer to your goals because you'll be making a bridge to where your customer actually is along the sales journey.

Know Your Audience

The question you should ask yourself is, 'who is the video for?' When you understand your audience, it'll help you create the type of video content that will actually get viewed. If you aren't familiar enough with your audience to know what makes them tick, why would they take time out of their busy day to engage with your video? There are so many choices when it comes to content on the internet that you need to understand your audience's goals, dreams, and desires. This understanding of what drives your audience will assist you when planning out video content no matter what the platform. Your business video should educate, inspire or entertain those who already have an interest in what you have to say. Do your research, find out exactly who you are trying to reach, and create video content they will actually want to watch. 

Pick Your Talent Wisely

One of the most common challenges when creating a business video is deciding who is going to be in it. Do you cast it with individuals who work for the company or hire actors or spokespeople? The deciding factor for this question is usually tied to the budget of the video project. Hiring acting talent can add significant cost to a video production, not to mention the tie it takes to cast the needed roles. Many businesses working on a tight budget will opt to use employees in their videos, which can be an intelligent choice - after all, who knows the business better than the people working in it day in and day out?   

Be sure to select someone comfortable in front of the camera. If that person has experience speaking on stage or in front of a camera, even better! No one wants to listen to a person who is unsure of themselves. The spokesperson should be natural and speak to the viewer as if they were talking to a friend. 

Get To The Point Quickly. Most viewers will leave after one minute of watching a video so try to keep your videos short so that they'll stick around until the end of the video. Try to cut out any terminology that may need too much exposition to the viewer. There is no surefire way to get a viewer zoning out than to have someone droning on. You want people to watch your entire video, engage your viewers, use humor, and be excited about the topic. This will at least make an adequate business video.

Keep SEO Top Of Mind

Everyone knows that Google is the largest search engine globally, but who is the second largest? The answer is YouTube. Since Google owns YouTube, they make videos on their platform the most searchable. Do you want more people to find your video? You don't need to tear your hair out; simply utilize SEO (Search Engine Optimization) techniques like having a description and making the title have keywords that search engines will notice. Videos that get views are because of SEO utilization that has been used to make these videos easier for people to search for or stumble upon.

Creating video content is quite the endeavor, with many factors to consider before you ever hit the record button. Much of the planning involved may seem overwhelming on the surface, but the payback can be so rewarding when done correctly. If you're just getting started with video, or are looking for a fresh perspective for your company's business video strategy, contact us, we'd love to speak with you.

Developing A Video Marketing Strategy

When the Covid-19 pandemic hit, many businesses that had already invested in video had a much easier time adjusting to the new realities. They were able to make adjustments to their video marketing strategy and create content where it was needed most. Video is the perfect medium for educating, updating communities, and keeping customers engaged. Now more than ever, many activities that were once done in person are now done online.

As a marketer or a business owner of any size, whether it was the global impact of a pandemic or it was marketing goal that had been put on the back burner, you probably came to the realization that a video is no longer an option but rather a requirement. However, it is just as important to realize without a video marketing strategy behind this medium, a video in and of itself can fall flat.

A Video Marketing Strategy Sells

Now, it’s no secret that video is a proven seller; that’s why should take center stage in your overall marketing plan. Landing pages with a video increase conversion rates by over 80%, and the word video in the subject line of an email drive click-through rates up by 65%. In fact, according to real estate studies, home listing with a video gets viewed four times more than homes without and therefore sells much quicker.

Of course, the nuts and bolts of a video marketing strategy will vary depending on the organization. Budget restrictions may limit a marketer from creating the content in-house with limited resources. That’s ok, don’t let that stop you from starting the journey and experimenting with the creation process. I’ve seen marketing videos shot on an iPhone that was many times more engaging than videos shot on the latest and greatest gear. Remember, you are supposed to be the expert in your field. If you are able to convey the information you need to in a video, it doesn’t matter if the video was shot with a budget of $5 or $50,000. Once you decide to create content regularly and with purpose, you’ve already won half of the battle.

Marketing Strategy Research

If you’ve made that decision, here’s where the research begins. Who is your product or service for, and where do they hang out? Is it an older demographic that hangs out on Facebook or a younger mobile viewer who’s glued to TikTok? Your intended audience will not only affect the tone of your projects but there are nuances within the platforms you should be aware of that are tied to the video optimization processes as well.

Once you’ve determined your audience and where they spend time, what should the purpose of your video be? Are you bringing awareness to someone who has never heard of your brand? Are your nurturing consideration through education and engagement? Is the goal to drive customers to make a decision? If so, do you know where they are in your sales funnel? What I have just mentioned could realistically be 3 to 5 separate video series focused on just one product or service.

Find A Video Strategy Partner

A key is to identify someone in your organization who believes in the power of a video marketing strategy as much as you do. I was very fortunate early in my career to work with a who was willing to take risks. We shot no-budget videos for the company we worked for when YouTube was in its very early days. Those videos were fun creating and we learned A LOT from our mistakes. Two of the videos we made were directly responsible for winning some of the largest clients the company ever had and resulted in open doors for us to replicate our efforts with other businesses. Those no/low budget experiences shaped both my video career and my belief in the medium.

When video is working in concert with traditional marketing it can be a powerful combination. If you need a video partner or just a fresh set of eyes on your current efforts please reach out. I’d love to discuss your video marketing goals and see how I may be of help to you.