If you’re not using video for your business, you’re missing a trick. Nothing beats it for growing your reach, boosting your brand and connecting with people who matter.
But before you hit the record button, it’s crucial to chart a clear path, with the right strategy in place.
Defining your video marketing goals will ensure your content doesn’t just add to the noise but delivers measurable impact. This blog looks at what you need to think about to maximise your video marketing strategy and activity.
The power of video for business growth
Video content has revolutionised the way brands communicate. It’s dynamic, engaging, and, when executed correctly, incredibly persuasive.
Video offers a unique ability to connect with audiences emotionally and visually, making complex information easier to digest and creating a memorable experience.
91% of businesses use video as a marketing tool (Wyzowl), and this powerful medium is not just a trend. It’s a long-term strategy that businesses can leverage to accelerate growth, increase brand awareness, and drive engagement.
Here’s why video should be at the forefront of your marketing arsenal:
Boost brand awareness
Videos are more likely to be shared across social platforms, expanding your reach exponentially. In 2024, social video platforms recorded around 52 minutes of daily engagement per adult, with projections suggesting this will increase to 57 minutes by 2028.
Enhance audience engagement
Visual storytelling captivates viewers, leading to higher retention rates compared to text-based content.
Drive conversions
A compelling video can guide potential customers through the buyer’s journey, increasing the likelihood of conversion. According to Sprout Social, vertical videos with audio on Facebook have been shown to achieve a 12% higher conversion rate than other video formats.
Build trust and credibility
Authentic video content fosters trust, positioning your brand as transparent and relatable.
The importance of defining your video marketing goals
Starting video marketing without clear goals is like setting sail without a compass.
Defined objectives provide direction, focus your efforts, and offer benchmarks to measure success.
You need to establish goals that align with your business ambitions.
Your video marketing goals should mirror your overarching business aims. Whether it’s increasing sales, building brand awareness, or launching a new product, ensure your video content strategy is in sync with these targets.
You also need to recognise where your audience is in the buyer’s journey. Tailoring your video content to each stage ensures relevance and effectiveness.
Steps to define your video marketing goals
Research your audience
Understand your target demographic’s preferences, behaviours, and pain points to create content that resonates. The more you can understand your audience, the better your video content will perform.
Analyse competitors
Review your competitors’ video content to identify gaps and opportunities in your market. This not only helps you to identify what works well with your audience, it also helps you understand what might not work as well too.
Choose video types
Decide on the formats that best suit your goals – this could be explainer videos, product demos or testimonials. What works for one business type might not work for another, so think about what you want to achieve with the content you’re creating.
Select distribution channels
Determine where your audience spends their time, and tailor your content accordingly. Youtube, TikTok, Instagram and LinkedIn all favour different content types, so it’s crucial you know where your content will perform the best.
Allocate budget and resources
Ensure you have the necessary funds and personnel to produce high-quality video content. A poorly made and edited video could do more harm than good for your brand, so make sure you take the time to properly storyboard and plan.
Implement and monitor
Launch your video content, track performance against your KPIs, and adjust your strategy as needed. Like with any form of marketing, you need tracking and monitoring in place to make sure your content is performing well, as well as being able to identify when changes need to be made.
Tips for creating video content that delivers
Producing impactful video content isn’t just about flashy visuals – it’s about strategy, structure, and storytelling. To achieve results, your videos need to be relevant, well-planned, and tailored to your audience’s needs.
Start with a strong brief
Define the purpose of your video, the key messages you want to convey, and what action you want the viewer to take. This clarity will help guide everything from scripting to editing.
Structure matters
Make sure your video hooks the viewer in the first few seconds – attention spans are short, especially on social platforms. Follow this with concise, valuable content that holds their interest and ends with a clear call to action.
Keep things consistent
Keep your branding consistent across all videos to reinforce recognition and trust. And don’t underestimate the power of captions – most social media users watch videos without sound, so your message should still be clear even on mute.
Test and learn
Try different video lengths, styles, or formats to see what performs best. With every video you produce, you’re gaining insights that can inform and improve your future content.
Should you embed or upload your videos on your website?
When it comes to showcasing video content on your website, how you publish it matters just as much as what you publish.
A common mistake is uploading video files directly to your website, but this approach can lead to slow page load times, poor user experience, and even issues with mobile responsiveness.
Uploading large video files directly to your website can significantly slow down page load speed, which not only frustrates users but also negatively impacts SEO. Embedding videos from platforms like YouTube or Vimeo keeps your site running fast and smooth.
Platforms like YouTube and Vimeo also offer in-depth performance tracking, giving you detailed insights into how viewers engage with your videos. This data is invaluable for refining your content and measuring success against your marketing goals.
Cross-device compatibility is crucial for good user experience. Embedded videos are optimised for all screen sizes and devices. This means they automatically adjust to provide the best viewing experience whether someone’s watching on a desktop, tablet, or mobile phone.
Hosting your videos on platforms like YouTube not only makes them easier to embed but also opens the door for your content to be discovered organically through search engines and platform-specific searches.
Video marketing services by QBD
At QBD, we understand the transformative power of video marketing and its pivotal role in accelerating business growth.
Our dedicated team of creative and digital experts collaborates closely with you to craft compelling video content that not only tells your brand’s story but also drives tangible results.
Let us help you harness the power of video to connect with your audience, differentiate your brand, and drive your business forward in today’s competitive digital landscape.
Ready to bring your brand’s story to life through compelling video content? Contact us today to discover our video marketing services.
About the authors
Molly Sneath
Molly is our PPC & Digital Marketing Specialist.
As well as managing QBD’s marketing activities, she supports multiple clients and projects with her skills in SEO, social media management and Pay-per-click, specifically Google Ads. She also has strong copywriting skills and writes blogs for clients who have a monthly subscription with us.
Sam Dyer
Sam is an experienced marketing professional with over a decade of expertise in developing and delivering impactful campaigns. He leads the video marketing division, creating innovative strategies and solutions that empower businesses to thrive in the ever-evolving digital landscape.