Creating a video marketing strategy is much like creating any other successful business plan — you need to know what your market is before you can focus on how to reach it.

Just because something has been done well before doesn’t mean that things will stay the same for long. Technology makes it easy to copy and paste, which is why we see so many copied or tweaked versions of every major brand out there.

Businesses lose out when they don’t do new things, even if it’s just slightly different variations on already popular strategies. This is one reason why you should always be looking at ways to add some new wrinkles to your approach.

Narrow down your content topics to 1-2

how to create a video marketing strategy plan

After deciding what kind of videos you will make and what messages you will put out into the world, now is time to figure out how to promote them!

After deciding what kind of videos you will make and what messages you will put out into the world, now is time to figure out how to promote them!

Most importantly, you should know yourself well before investing in marketing tools and strategies. If you are not sure about something, you can probably avoid it.

You do not need to be professional filming or editing to create engaging YouTube videos. Many people have their start on YouTube by creating fun, entertaining videos that they share with the community.

By being familiar with the field, you will know which tips and tricks work for other users. You can also find free resources via social media channels and blogs.

Develop your video outline

Now that you have done some research, gathered your resources, and determined your audience, it is time to develop your own unique video marketing strategy!

While most people start their videos by introducing themselves and talking about a product or service, this isn’t necessarily the best way to go about it.

Your viewers will get distracted if the rest of the content doesn’t look natural and interesting. They will quickly lose interest unless you maintain eye contact and are able to give them more than just an “informational” session.

You should try to establish a relationship with your viewer. You can do this by creating content they want to see, mixing up your editing styles, and keeping conversations going.

When developing your message, think about what emotions you would like to evoke in your audience and then use these feelings to help convey yours. For example, if you wanted to make your audience feel happy, let them know how good you are at something, or what benefits they will receive by using your product.

Produce your videos

how to create a video marketing strategy plan

After you have determined the length of your video, what your audience will see for break down, and when it will be published, now is time to start producing your videos!

There are two main types of people who make YouTube videos: those that use professional production equipment and tools, and then there’s everyone else.

The second group doesn’t need very expensive gear, but they do need their computer or device to access all of the free software like Photoshop, Adobe Premiere, etc. So, they must invest in good quality software.

Then, there’s the matter of the content. Some people write their own scripts, while others research and develop theirs through writing, recording, and editing. It depends on how well you plan ahead and prepare yourself.

But no matter what type of person you are, if you don’t put in the effort into preparing your videos before shooting them, the chances are poor that your viewers won’t enjoy watching them.

Create your video marketing strategy

how to create a video marketing strategy plan

So now that you have done some research into the field of videos, determined what type of content you want to create, and gathered all of your supplies, it is time to start creating videos!

Your first step in creating a YouTube channel should be deciding how you will organize your content. Will it be categorized by product or service? Or will it be themed? For example, someone who creates educational toys might group their tutorials about dinosaurs together as well as tips for organizing kid’s rooms.

After that, you can choose to make one, several, or many short (100-500 words) videos. Length does not matter too much unless you are very experienced at making longer videos!

When choosing what kind of videos to make, think about what types of products and services your potential audience uses and wants more information on. If there are none, try brainstorming ideas before picking a topic that pertains to you or your business.

Test your videos

how to create a video marketing strategy plan

Testing is an integral part of creating engaging, fun video marketing campaigns. You will want to test your videos in several different settings before deciding when they are done!

As you begin testing your campaign, make sure to assess how well your content resonated with your audience.

Was there enough engagement? Did anyone laugh or cry during certain parts of the video? If so, great job!

But remember, if this article was written and published now, these tips would be very helpful. So don’t forget to look around after reading it! There are plenty of ways to improve your online presence.

And while some may think that listening to music can help set the tone for your video, we recommend leaving that up to yourself and your personal style.

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Produce great content

how to create a video marketing strategy plan

Creating videos is a lot of work, which is why there are so many people with YouTube channels that have become very popular. Content marketing doesn’t happen overnight!

To create your own channel, you’ll need to produce at least one video per week for probably several months. While it’s easy to make fun or flashy videos, those aren’t very helpful.

Content should be practical and informative. It should teach someone something, demonstrate how to do something, or get across an important message.

Start out making short (less than a minute) informal videos to test your production skills. Get into some basic settings like webcam and computer, good lighting, general concept, and music.

Once you’re comfortable with that, start experimenting more professionally oriented settings and formats.

Connect with your audience

how to create a video marketing strategy plan

With a new media like video, it is important to know who your audience is before determining how you can use it to promote your business. Who uses this medium most of the time? People that are online frequently!

This is why there are so many videos being made every minute – people love watching them. If you want your business to succeed, then start using video and marketing through social media channels.

Start by finding out what types of videos your current customers and potential clients make and search for their accounts to see if they are publicly available or not. You can also ask around at work and local meet up groups to find out.

Once you have found their account, leave comments and respond to questions to show an interest in their content as well as in theirs. Add value to the conversation, but do not repeat what they said unless you agree with it.

Running a business means there will be constant changes, updates, and projects. Stay up-to-date on what others are doing to improve their own businesses and add these things to your business model.

Distribute your videos

how to create a video marketing strategy plan

One of the most important things to do when creating a video marketing strategy is to find a way to spread your messages across different media channels.

There are many ways to distribute your videos, such as posting them on YouTube, publishing them on social networking sites like Facebook, Twitter, and Instagram, or using free distribution tools that help you create an account and then people can access your content through their accounts.

All of these mediums give your audience more opportunities to read, listen to, and watch your content.

And even though it’s not cost-effective to upload a one-minute video onto all those platforms, with the right planning, you can pick which ones make the best sense for your business and grow your online presence.

Caroline Shaw is a blogger and social media manager. She enjoys blogging about current events, lifehacks, and her experiences as a millennial working in New York.