The Complete Guide to Video Marketing: Everything You Need

by | Mar 6, 2023

The Complete Guide to Video Marketing: Everything You Need

Video marketing is becoming an increasingly important part of any successful online marketing strategy.

It’s a great way to connect with your audience and memorably engage them.

In this definitive guide, we will discuss everything you need to know about video marketing!

We’ll cover the basics, such as what video marketing is and how it can help your business, as well as more advanced topics such as video SEO and creating video content that converts.

What Is Video Marketing?

Video marketing is the process of creating videos to promote your brand or product.

It can be used for a variety of purposes, such as increasing brand awareness, generating leads and sales, or simply providing valuable information to your target audience.

While the term “video marketing” may sound like something only big businesses can afford, there are many different ways to get started with video marketing.

The Benefits Of Video Marketing

If you’re not using video to market your business, you’re missing out. Video is one of the most powerful tools available to businesses of all sizes, and it’s only getting more popular.

There’s no doubt about it: video marketing is here to stay.

Here are a few reasons why.

Video Marketing Improves SEO, Conversion Rates, And Sales

When used correctly, video marketing can be a powerful tool that helps you achieve your business goals.

Let’s take a closer look at some of the most significant benefits of video marketing:

Improved SEO

Videos can help you rank higher in search engine results pages (SERPs).

This is because search engines, like Google, give preferential treatment to websites that use video.

Videos can help you increase your click-through rate (CTR) and average engagement time (AET), which are key ranking factors.

Related: 5 reason video helps SEO Ranking

Higher Conversion Rates

Including video on your landing pages can increase your conversion rates tremendously.

This is because video makes it easier for visitors to understand your product or service and see the value in what you’re offering.

Increased Sales

Video marketing can also be used to close deals and drive sales.

While video marketing is often used to generate leads or increase brand awareness, it can also be a powerful tool for closing deals and driving sales.

This is likely because video provides potential customers with a more in-depth look at your product, which can help overcome any objections they may have.

And that’s not all – video can also help you shorten the sales cycle and close deals faster.

Video Marketing Helps People Connect With Your Brand

In today’s world, people are more connected to brands than ever before.

That’s thanks, in part, to the rise of video marketing.

Video marketing allows people to connect with your brand in a way that is both personal and immediate.

It humanizes your brand and allows people to see your products and services in action.

When done right, video marketing can be an invaluable tool for building connections with your customers and growing your business.

Video Is More Engaging Than Other Types Of Content

A picture may be worth a thousand words, but a video is worth at least a million.

That’s because video content is the most engaging type of content you can create. In fact, studies have shown that people are more likely to watch a video than read an article or listen to an audio recording. And it’s not just because videos are more visually stimulating.

Videos also allow you to convey more information in a shorter amount of time, and they’re more likely to be shared on social media.

So if you want to create content that people will engage with, start creating videos.

Trust us, it’s worth it.

Video Marketing Encourages Social Shares

Video marketing is highly shareable, meaning that it can reach a wide audience very quickly.

As more and more people turn to social media for their news and information, video marketing provides an opportunity to reach them where they are already spending their time.

With billions of users worldwide, platforms like Facebook, Twitter, and Instagram provide businesses with a vast audience to reach. And when it comes to getting noticed on social media, video is king.

Videos are more likely to be shared than any other type of content. That’s because they’re highly engaging, easy to consume, and often entertaining.

Video Builds Trust And Credibility

With video, businesses can create a more personal, engaging, and informative customer experience.

From onboarding videos to customer stories and support calls, video provides a wealth of opportunities to connect with customers and offer them the information they need.

What’s more, consumers prefer “authentic” video over high-quality video that seems artificial or inauthentic.

Video provides an opportunity to build trust and credibility with your customers by creating content that is genuine and informative.

How To Create A Video Marketing Strategy

Picture this: you’re in the middle of shooting a video when, all of a sudden, you realize that you have no idea what the purpose of the video is or what action you want your audience to take after watching it.

Sound familiar?

If so, then you know the importance of having a clear video marketing strategy before you begin shooting.

A video marketing strategy will help to focus your team’s efforts and ensure that every decision made during the video creation process is in line with the video’s purpose.

Without a clear strategy, you may find yourself wasting time on re-shoots, re-framing, and editing – all of which could have been avoided if you had taken the time to develop a strategy upfront.

If you’re looking to save time and create a more focused video, be sure to start with a solid video marketing strategy.

Choose Your Target Audience And Find Out Where They Spend Their Time

The first step to creating your video marketing strategy is to define your target audience.

Think about who you want to reach with your video and why they would be interested in watching it.

Once you’ve defined your target audience, you can start to research where they spend their time online.

Are they active on social media?

Do they prefer video content over written content?

Answering these questions will help you to determine the best platform to reach your target audience.

Connect With Stakeholders To Align On A Plan For The Video

Connect With Stakeholders To Align On A Plan For The Video

Before you embark on your next video project, it’s important to take some time to connect with your stakeholders and ensure that everyone is on the same page.

By taking the time to align on a plan, you can avoid costly delays and frustrating misunderstandings.

And while it may seem like an obvious first step, you’d be surprised how many people skip this important step.

Set A Timeline And Budget For Your Video

Another crucial step for your video marketing strategy is to set a clear timeline and budget.

By taking the time to sit down and map out a production schedule, you can ensure that your video is completed on time and within budget.

Of course, there are always unforeseen delays and unexpected costs, but having a timeline and budget in place will help to keep these to a minimum.

If you’re not sure where to start, there are plenty of resources available online or you can always hire a professional video production company to help you out.

In any case, taking the time to plan ahead will make the entire process much smoother and less stressful.

Choose The Best Platform(s) To Distribute Your Video

You’ve made the perfect video for your brand. It’s creative, engaging, and relevant to your audience.

Now the question is: where do you distribute it?

The answer may not be as simple as you think. With so many options available, it’s important to choose a platform that will best reach your target audience. Here are a few factors to consider when making your decision:

View time:

How long do people spend on average watching videos on this platform? The longer the better, as this gives your video more time to make an impact.

Size and sound limitations:

What are the size and sound limitations of this platform? Make sure your video meets these requirements before uploading.


Is there a built-in community around this platform? If so, how engaged are they? A supportive community can help promote your video and get it in front of more people.


Does this platform charge for distribution? If so, how much does it cost? You’ll want to factor this into your overall budget for the campaign.


What kind of promotion opportunities does this platform offer? Some platforms have built-in vehicles for promotion, while others will need you to put in some time and effort to get more eyes on your video content. Keep this in mind when making your decision.

Develop Messaging Tailored To Your Target Audience

Marketing videos are a great way to communicate a message to your target audience. But what exactly should you say?

The answer will vary depending on who you’re trying to reach and what you’re trying to achieve.

Here are a few things to keep in mind as you develop your video messaging:

Keep it simple:

Don’t try to cram too much information into your video. Keep your message clear and concise, and focus on one key take-away.

Be relatable:

Use language and examples that your target audience can relate to.

Be authentic:

Don’t try to be someone you’re not. Be genuine and authentic in your video, and let your personality shine through.

Tell a story:

People love stories, so try to incorporate one into your video. This will help to engage viewers and keep them coming back for more.

Decide which metrics you want to track and how you will measure success

Before you make a video, you need to ask yourself: what am I trying to achieve with this video?

Once you have your answer, you can begin to look for the metrics that will help you understand if you’ve accomplished your goal.

There are a lot of options out there, but don’t default to using the ones available in your platform of choice.

This can make it difficult to track your progress over time.

Instead, choose several KPI’s that correspond with your video goals.

Here are a couple of common KPI’s to track:

  • Number of Clicks
  • Video Engagement and Bounce Rates
  • View-Through Rates
  • Social Media Shares
  • Returning Users
  • Video Conversion Rates
  • Unique Users

By tracking these metrics, you’ll be able to see if your video strategy is effective and adjust accordingly.

Types Of Marketing Videos (With Examples)

A Brand Video

A brand video is a perfect tool for introducing potential customers to your business and sharing your company’s story.

Not only will a brand video help you stand out from the competition, but it will also allow you to connect with your audience on a personal level.

So if you’re looking to take your business to the next level, make sure to create a brand video. It could be the best decision you ever make.

Related: The Complete Guide To Brand Videos (How To Make One)

An Explainer Video

In today’s fast-paced digital world, businesses need to find ways to explain their products and services quickly and efficiently.

Enter the explainer video.

An explainer video is a short, usually animation-based video that concisely explains what your business does. In just a few minutes, an explainer video can communicate complex information in an engaging and easily digestible format.

And because explainer videos are so shareable, they can help you reach a wide audience with minimal effort.

So if you’re looking for a way to boost your business’s online presence, an explainer video is a great place to start.


Testimonial Videos

A testimonial video can show potential customers that your product or service is just what they’ve been looking for.

But more importantly, it can explain why your product or service is the best solution to their problem.

What makes a great testimonial video?

A great testimonial video tells a personal story that resonates with the viewer. It should be relatable, and it should explain why your product or service is the best solution to their problem.

Related: How To Ask For Video Testimonials (+ Email Templates)


Informational Videos

Informational videos are typically short, between one and three minutes long.

They can be recorded live, or they can be animated.

These videos can be a great way to address common questions and concerns in a quick and concise format.

Informational videos can also be a great way to increase customer satisfaction and loyalty by providing a responsive and helpful resource.

Sales Video

Creating a sales video can be a great way to promote your product or service.

However, it’s important to keep a few things in mind if you want your video to be successful. 

First, make sure the video is professional and well-made. No one wants to watch a low-quality sales pitch. 

Second, keep your sales message clear and concise. You don’t want to bombard viewers with too much information. 

Third, provide incentives for viewers to take action. Include a special offer or discount at the end of the video to encourage them to buy what you’re selling. 

Related: The First 6 Videos Your Business Should Make (With Examples)


Consistent, Social Media Video Content

Consistent social media video content is a must for any business that wants to stay relevant and top-of-mind for its target audience.

But in order for your video content to be effective, it needs to be consistent.

That means creating a regular posting schedule and sticking to it. It also means ensuring that your videos are high quality and offer value to your viewers.

If you can commit to consistent social media video content then you’ll be well on your way to success. 

How To Create The First Marketing Video For Your Business

How To Create Your First Marketing Video

Now that you have decided to start video marketing for your business, you have two options. You either produce the video content yourself or work with a third-party video production company (we know a great one). This decision will vary based on your video goals, resources, and budget.

Here are a couple of resources to help you decide if you outsource your content creation.

Pros & Cons Of Hiring A Video Production Team

The Complete Cost To Produce Video Content In House

How Much Does Video Production Cost? (And Tips To Save)

Here’s what to do if you want to create your first video in-house.

1. Determine what you want your video to achieve

You’ve probably seen a lot of videos online–some more successful than others.

What separates a good video from a bad one?

While there are a lot of factors, it all starts with having a clear goal for your video. Here are some of the most common goals for video marketing:

  • drive traffic to your website
  • increase brand awareness
  • generate leads or drive sales

Once you have a goal in mind, you can begin the process of creating a video that is both informative and entertaining.

With careful planning and execution, you can produce a video that will help your business reach its goals.

Related: 5 Steps Before You Start Making Videos

2. Script your video

Before you start rolling the camera on your next video project, take a minute to sit down and write a script. A good script will keep your video focused and on message, while also providing a road map for the shoot.

Not sure how to get started? Here are a few tips:

Start with a brief outline of what you want to cover in the video. Then, flesh out the details with a full written script. Remember to keep your language clear and concise – you don’t want your viewers nodding off before the end!

Next, decide who will be speaking in the video, and assign each person a different color. This will help you keep track of who is saying what when you’re editing the footage later.

Finally, make sure to include any special instructions for the shoot in your script. For example, if you need props or specific locations, make sure to note that down.

By taking the time to prepare a script beforehand, you’ll save yourself a lot of headaches down the road.

3. Storyboard your video

Before you start shooting your video, it’s a good idea to storyboard it.

This means planning out each scene, shot by shot.

That way, you can make sure everything flows smoothly and that you don’t forget anything important.

Plus, it’ll be easier to explain your vision to your team if you have a clear plan. Of course, storyboarding takes some time and effort. But it’s worth it when you see the final product and know that everything went according to plan.

4. Choose the right filming and editing equipment

When it comes to making a video, there are two key factors: the equipment you use, and how you use it.

Of course, having the latest and greatest camera won’t do you any good if you don’t know how to operate it, but using lower-quality equipment can also limit your creativity. So, what’s a filmmaker to do? The answer is simple: choose the right filming and editing equipment for the job.

The key is to find the right balance between quality and usability.

Click here to view a list of the 10 best cameras for video marketing and business owners.

5. Film and edit your video

Now that you have all the pieces in place, it’s time to start filming!

Remember to keep your video short and sweet – no one wants to watch a 30-minute commercial.

Instead, focus on delivering your message in an engaging and concise way. If you need help editing your video, check out this list of video editing software for beginners.

If you follow the previous steps, you’ll have your video finished in no time.

If you need some inspiration, check out this list of creative video marketing ideas. Then, get started on planning and filming your video.

6. Upload and promote your video

So you’ve finally completed your video.

Now what?

Time to upload and promote your video!

While there’s no guarantee that your film will be an overnight success, there are a few things you can do to help increase its chances of being seen by a wider audience.

You should start with publishing your video on multiple platforms.

Here are some of the best places to put your video:

You can also use paid advertising to give your video a boost. Most social media platforms are easy to advertise on, so it can be fairly cheap and simple to promote your video. For example, you could run a Facebook ad campaign or use Google AdWords.

Here are a couple of resources that might help:


If you’re like most people, the thought of making a video can be daunting. After all, there’s so much to think about- from scripting to filming to editing. And if you’re not used to being in front of the camera, it can be hard to know where to start.

But the good news is that with a little practice, anyone can produce high-quality video content. Whether you’re just getting started or you’ve been making videos for years, there are always new techniques and strategies to learn. So take one step at a time and keep learning. You never know how a new idea or strategy can help you meet your goals.

And remember, the best way to get started is just to pick up a camera and start filming. The more you practice, the better you’ll get at it. Soon enough, you’ll be cranking out videos that are unique to your brand and that will help you boost engagement levels. So what are you waiting for? It’s time to make video a key part of your marketing strategy.


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