Crafting An Effective Video Marketing Strategy In 6 Steps
Anna Stella is a two-time national award-winning marketing expert, academic researcher, and CEO of the global marketing outsourcing agency BBSA. Anna has 20+ years of experience within the B2B, B2C, and non-profit industries. Clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, just to name a few.
Video marketing has emerged as a powerhouse in the digital realm, captivating audiences and propelling brands to new heights of success. Yet, crafting a successful video marketing strategy requires more than luck; it demands careful planning and precise execution.
6 essential steps to craft a resonating video marketing strategy
1. Set a timeline and budget for your video
Video production is similar to a condensed film version. Although the video does not need many resources to succeed, it needs careful planning and management to optimize its effectiveness and avoid overspending. Establishing clear timelines for each step of the process and making allowances for potential delays is essential.
2. Connect with stakeholders to align on a plan for the video
Begin by identifying the purpose of your video marketing, and setting clear goals – but avoid becoming obsessed with them. Creativity is the best predictor of video success, and good work can’t spark or flow when you are obsessing over metrics.
3. Decide which metrics you want to track and how you will measure success
Before initiating the production process, set clear video goals and identify the most relevant metrics for assessing their achievement.
4. Choose your target audience and find out where they spend their time
Identifying the target audience and determining their preferred platforms is one of the biggest success predictors and one of the most effective video marketing strategies. If you haven't developed a clear buyer persona, now is the time to create one. If you already have the buyer's persona, you need to keep researching trends, needs, so you can offer them the right content at the right time.
5. Develop messaging and choose the right types of videos for your personas
As with any creative work, the possibilities are infinite, and if you or your clients don’t have many years of experience with videos, it can be a confusing process. To avoid getting stuck in a flow of never ending changes, make sure you have a firm brief before you start and that this is fully agreed upon with the top stakeholders. A way to get buy-in is often by aligning your video strategy with the buyer journey stages or the flywheel concept to ensure your message resonates with customers.
Anna Stella, Marketing Expert, Founder
Anna Stella is an award-winning marketing expert, academic researcher, and founder of the global marketing outsourcing agency BBSA. She is also the president of the BASA Awards and host of the hit YouTube show “The Best of Business Show.” Anna has more than 20 years experience in the B2B, B2C, and non-profit industries. Notable clients include Volkswagen AG, the Government, the European Union, RICS, and Rational AG, to name a few.
Anna holds an MBA in Marketing from Henley Business School, a Master’s Degree (MA) in Strategic Marketing Management from Kingston University, and a BA (Hons) in Marketing and Communications from Nottingham Trent University. She is currently completing a Doctorate in Marketing Outsourcing at Strathclyde University and is due to publish her first book in 2025.
