6 Steps to Start Your Killer Video Marketing Strategy in 2024

If you’re jumping into video marketing for the first time in 2024, you might be feeling a bit behind. Video has become a critical part of a great marketing strategy, but developing and sharing video content also takes time. We made this guide to help you kick off a great video marketing strategy fast. Walk through these steps to start your killer video marketing strategy in 2024.

6 Steps to Start Your Killer Video Marketing Strategy in 2024

Video content has exploded. From classic platforms like YouTube to relatively recent platforms like TikTok, users consume more video content than ever. Users also retain information from videos better and share videos more. On YouTube alone, users upload about 3,700,000 new videos every day in 2024. Users collectively stream an average of 694,000 hours of YouTube video every minute.

So how can you start engaging these users? Let’s take a look at the steps to start your killer video marketing strategy in 2024.

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Step 1: Define Your Goals

First, why are you creating a video marketing strategy? Goals are an important part of building any marketing strategy, and this is a great place to start. Defining your goals will help you shape all other aspects of your strategy, from the type of content you create to where you share it, and even who should create it.

Though it’s not essential, your goals will be more successful if they’re attached to Key Performance Indicators or KPIs. This will allow you to numerically, objectively assess how successful your video marketing strategy is. The following are a few examples of goals you might have for your video marketing strategy, and KPIs you might use.

Increase traffic: You might use video marketing to increase traffic to your site in general, to a specific page, or towards a specific product. An example KPI might be; “increase paid and organic traffic to Product A’s page by 20% over a month’s time.”
Build awareness: Maybe you want to use video marketing to simply build awareness for a new product or service you’re providing. Your KPI might be; “Generate 10,000 views and 100 engagements for each of our 2 related videos over a month’s time.”
Gain leads: You might use video marketing to get more leads. Your KPI might be, “increase web leads by 20% over a month’s time.”

When defining your KPIs, use a timeframe and a challenging, but achievable goal. To make sure your goal is achievable, you might benchmark it against previous marketing campaigns. For example, if your previous social media campaign increased traffic by 20% in a month, this might be a comparable goal for your video marketing campaign. However, if this is your first foray into video marketing, keep in mind that there will be some trial and error involved, and your first campaign might not hit the mark.

Step 2: Define Your Audience

With your goals in mind, consider what type of customer or consumer you want to reach. This will help define the next stages, including what type of content you’ll create and how you’ll share it.

To define your audience and your target market, it’s helpful to create buyer personas. Buyer personas give you a list of attributes, features, and common concerns or habits that your audience shares. These commonalities can help to determine what type of videos will resonate with them, and where they will be most likely to see and interact with them.

The following are a few attributes you might define in your audience:

Demographic information: age, location, background, rural vs urban,
Professional information: level of education, industry, job title, certifications, industry memberships
Concerns: problems they want to solve, fears or concerns they have, cause or group that attracts their attention, objections they have to your product or service, aspirations
Time use: hobbies, social media use, media consumption, interests, what activity takes up most of their time

In 2024, your audience has more causes, organizations, and businesses competing for their attention than ever before. When you clearly define your audience and buyer personas, you’ll be able to tap into your target market’s needs, interests, and concerns better than other brands.

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Step 3: Timeline and Budget

Before digging into your actual video content, it’s important to first set your timeline and budget. This will help to determine what type and how many videos you create.

To accurately set your timeline and budget, you’ll need to first consider your expected ROI. To do that, you’ll need to consider your goals. If you meet your goals, how much would you stand to gain? With this calculation in mind, how much could you spend and realize a return?

Some goals, such as building awareness, will be harder to assign an exact return to. In that case, it might be more useful to consider the overall value of your campaign. Then, you can determine how much you could spend to achieve it.

Consider your goals and your budget to set an appropriate timeline. How long would it take to achieve your goals? If you set a KPI in step one, you should already have a timeline. However, it’s also important to consider how long it will take to create your video content as well as how long it will take your audience to respond to it.

Step 4: Plan and Schedule Sharing

It might seem strange to plan how you will share your videos before you actually map out what videos you will create. However, your sharing plan will play an important role in determining what type of videos you create.

It’s important to share your videos in ways that your audience will see them. If not, the effort you’ve put into creating your videos will go to waste. It’s a good idea to share your videos in multiple ways.

Here are a few ways that you might share your videos. Remember, you can reuse and reconfigure your videos to fit different formats. For example, you might take just a small section of your video for a platform like Instagram, and a larger section for a platform like YouTube. Pay attention to the best practices on each platform, such as the optimal length of a video and the best-performing content.

Social media: YouTube, Instagram, TikTok, Facebook and even Snapchat or WhatsApp are great places to share your videos.
Email: Including video snippets or links in your emails can increase engagement and interest.
Website: Adding videos to key webpages can improve SEO value, dwell times, and engagement with a page.
Advertising: Using videos in your ads can also improve impressions, engagement, and retention.

You might be concerned that your audience will tire of your videos. However, sharing your videos multiple times helps to improve retention and impressions. Many marketers refer to the Rule of 7—a consumer has to see a brand at least 7 times before making a purchase—when determining how often to post a video or other branded content. However, this “rule” originates in the 1930’s and studied consumers’ reactions to movie posters. With so much more competition for your customers’ attention, the necessary number of exposures to your brand is likely to be higher now.

Step 5: Map Your Video Content

With your goals and your audience well-defined, the next step to start your killer video marketing strategy is to map out your video content. What types of videos will you create? What will the overall message or purpose of the video be?

There are several important elements of your video content to consider. With these features mapped out, you’ll be able to get started on your video content quickly, while still resonating with your audience.

Number of videos: How many videos will you create for your first video marketing strategy? Does this make sense with your budget, timeline, and sharing strategy?
Length: Remember that shorter videos tend to be more effective. However, you can edit a video to make it shorter.
Point: What is the point of your video? Do you want to feature a product to generate interest, build social proof by showing customers’ sentiment, highlight a specific aspect of a product to resonate with a particular audience, or something else?

Once you have these features nailed down, what type of video will you make? There are many different types of videos to choose from. Here are just a few you might try.

Testimonials: Talk with a customer or several customers and record their reactions in a testimonial video.
Unboxing: Build up interest and intrigue with an unboxing video. Note that this type of video works best when it’s shared by someone outside your company, like a social media influencer.
Behind-the-Scenes: BTS reels are a great way to bring your audience “inside” your company and build connections.
How it works: Show your audience how your product works and what problem it solves.
Bloopers: As you record your videos, you might get some funny outtakes or bloopers which can perform well on social media, in particular.
Explainer: Explain, step by step, how to solve a problem or fix something. This type of video works best on a platform like YouTube.
Event highlights: Show the high points of a recent event, like a fundraiser or convention. This can work especially well for B2B businesses.

Once you have a good idea of how many and what type of videos you want, map them out using a content calendar or similar tool. Then, your killer video marketing strategy is almost done!

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Step 6: Choose Your Team

You almost have all of your video marketing strategy elements complete. There’s just one more thing; who will make and post these videos? Who will track results to make sure KPIs are on-track?

There are many ways to assemble your video marketing team. Maybe you already have a dedicated video team to create, edit, and post videos. Or, maybe you can gather social media content from your staff, since they work closely with your products and customers. Maybe you want to work with a freelance videography team, so you can leverage different skills and grow or shrink your team as-needed. You might also use a combination of these methods.

In general, it’s a good idea to have someone covering the following jobs. You might have one talented person covering all of these jobs, or several people.

Video creation: Someone needs to shoot or otherwise create your videos. They should know their way around a camera, and be aware of sound and lighting principles.
Editing: Your videos will need some editing to fit properly on different platforms. They should have experience with some editing software, and understand different visual effects, intros, and other elements.
Sharing: Simply throwing a video into cyberspace won’t be very effective. It’s ideal to work with someone who has experience with social media and best practices for video sharing and engagement.
Management: Someone needs to monitor your video marketing campaign, make sure deliverables are on-schedule, and measure KPIs to stay on-target. This person might be you!

In just 6 steps, you’ve made a killer video marketing strategy. Now it’s time to get started! To collect videos on your website easily and coordinate with your team, give Boast a try for free!