Video Marketing Strategy: What You Need to Know to Succeed


March 23, 2021·15 min read

Follow every step you need to create a successful video marketing strategy, including goal setting, budgeting, establishing responsibilities, and more.

Whether you’ve just stepped onto the scene, or you’ve been using videos for ages, you need a road map outlining what it’s all for, where you’re going, and how you’ll measure success.

Your video marketing strategy is every bit as important as execution.

A solid plan can be the difference between knowing how much return on investment (ROI) your content is delivering and throwing metaphorical spaghetti at the wall to see what sticks.

If your business is already off and running with video, congrats! You’ve successfully cleared one major hurdle: the fear of getting started. Now’s the time to put a strategy in place.

A video marketing strategy will help you meet your goals and create video content that addresses real business objectives.

Watch and Learn

In this Chalk Talk video, Vidyard VP of Marketing Tyler Lessard explains why you should develop a video strategy and how to do it in a way that aligns with your business goals.

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Starting from scratch? No need to worry. You can make your video content intentional from day one.

You can start to use video to increase qualified leads in your sales pipeline and prove ROI. The trick to making your videos count is to build purposeful, measurable strategy rather than random bursts of video excitement.

Developing a video marketing strategy should begin with eight steps. Read on for a deep dive into each of the main elements of a video marketing strategy.

  1. Contents
  2. 1.Define Your Video Marketing Goals
  3. 2.Create a Video Marketing Strategy Mission Statement
  4. 3.Research Your Target Audience for Video
  5. 4.Decide What Kind of Videos You’ll Make
  6. 5.Set a Video Budget
  7. 6.Establish Who’s Responsible for Video Creation
  8. 7.Think About Your Video Campaign Strategy
  9. 8.Figure Out Where Video Content Will Live
  10. 9.Measure Your Performance

Define Your Video Marketing Goals

In order to know whether you’ve actually achieved what you’ve set out to accomplish with your video marketing strategy, you need to set measurable goals.

Content intelligence platform Conductor recommends defining marketing goals for both revenue and your brand.

Revenue-based goals focus on things like increasing lead form inquiries while brand goals involve things like growing a higher quality email list, driving more blog traffic, or capturing Google answer boxes for targeted keywords.

Brand goals can be just as important as revenue ones because they help position you for future success and often take into account qualitative feedback.

Some common video goals include:

  • Brand Awareness—typically measured using brand recall and recognition, frequency/quality of mentions, or video views
  • Demand Generation and Conversion—typically measured by lead count, impact on conversion rate, or influence on sales opportunity and pipeline generation
  • Viewer Engagement—typically measured by average engagement (also known as the average length of time viewers watched the video)
How to Set S.M.A.R.T. Goals

As with any kind of marketing goal, following the S.M.A.R.T. goal setting framework is a good place to start.


The goal should zero in on a specific aspect of your strategy. After all, saying you want to get more views is great, but what does it actually mean?


The goal should be accompanied by a relevant key performance indicator (KPI) and metrics that can be used to measure its success.


The goal should be something that’s within reach of your department without “sandbagging” (deliberately setting a goal that isn’t a challenge for the team to reach). Try starting with a baseline and determining a desired increase (or decrease, as the case may be) from there.


The goal should be relevant to your overall business objectives AND a good fit for the types of objectives that video is best suited to meet


The goal should have a timeframe in which it can reasonably be achieved so that you can accurately measure how effective your efforts have been. While some goals can be tackled in a quarter or two, others may require a longer timeframe, like a year. Go one step further by breaking down your overall goal into weekly targets. That way you know what you need to be doing, every step of the way.

An example of a S.M.A.R.T. video marketing goal—one that is specific, measurable, attainable, relevant, and time-bound—might look like this:

We will increase time on page for key pages on our website by 15% this quarter by embedding relevant videos.

The sky’s the limit! Just keep in mind what goals video is best suited to meet—it can often be used to help you achieve your existing marketing goals.

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