Do you need a tool to skyrocket your business? Then, video marketing must be the answer because people love it so much.  People spend 100 minutes watching videos daily. 


And, that's not exclusive to entertainment video but also marketing video.  Whenever people learn a brand from a video, 64% of them are more likely to purchase the product or service.


If you are looking for an easy step-by-step explanation to build a solid video marketing strategy, you are in the right place.In this article, we will examine five steps of video production for marketing. 


It will include identifying the target audience, determining your goal, creating a content plan, distributing the videos, and measuring the impact. 

Step1: Identify Your Audience

There is no better way to start your marketing video strategy than identifying and defining your audience. If you do not determine your audience in the first place, it will be hard to identify what kind of content that can capture their attention. 


You can establish a story based on their preference and specifically address their pain points when you know who they are. Furthermore, you will determine the best platforms to publish your video based on who your audience is. 


Got a problem in identifying your target audience? Ask some questions to yourself: 

  • Who gets the most benefits from your product? 

  • What is the best product or service that you offer to your customers? 

  • What types of people are frequently interacting with your social media account?

Step 2: Set Your Goal

It is true that 60% of businesses have used video as part of marketing tools, and you can't just follow them without specific goals. You have to clearly outline what you want to achieve after making a marketing video.


Take a look at the five most common goals that you can achieve by utilizing marketing videos. Each goal will need a different type of video: 


  • Raise brand awareness. An explainer video that features detailed information about your product or service will fit this goal. 

  • Grow engagement rate. At a certain point, recognition from people is not enough. You want them to engage with your brand to lead to more profits. User-generated videos and live streams will fit your needs. 

  • Drive more leads. If you want to increase your chances of conversion, consider making a product reviews video. 

  • Increase sales. Guess what? 84% of people claimed that they purchased a product after watching an explainer video. To convert more audiences, you can also try testimonial and product review videos. 

  • Gain retention. The most effective videos for this goal are tutorials, onboarding videos, and product support videos.

Step 3: Create Your Content Plan

After knowing your audience and setting your goal, it's time to work on the content plan. Consider how many videos that you are going to make and the deadline. 


If everything is set, you can step forward to the video production. In this stage, you have a set of the to-do list: 


  • Write a script for the video


Ensure it is short and relevant to your audience so it can evoke the audience's emotion. Use the problem-solution-success formula when you write the script. Add humor if possible and always emphasize strong call-to-action at the end of the video. 


  • Choose the style of marketing video.


Creating a marketing video is not a one night process. Besides the script, you should decide the video style that is suitable to convey your message. 


For marketing purposes, the most popular types include live-action video, live streaming, live-action screencast, animation, motion graphic videos, whiteboard videos, typography videos, screencast videos, and photomontage. 


  • Decide who will make the video. 


Are you going to create your video by yourself or hire a production team? You need to decide it. However, we recommend working with an agency, especially when you are running a small business. It tends to be cheaper than having an in-house team. 

Step 4: Distribute Your Videos 

You have done it all, from identifying your audience, setting goals, to making the video. It is time to distribute your work. What is the most appropriate channel to deliver the content? 


There is no exact formula that states a particular platform is better than the others. However, publishing videos on your landing pages can increase conversion by 86%. 


You can also try to embed the video on email marketing to boost click-through rates by 65%. Last but not least, social media platforms also offer an excellent engagement rate. 

Step 5: Measure the Impact

The last step is measuring the impact of your marketing videos. You will need some metrics:


  • Social media engagement. It refers to the popularity of videos by calculating the shares, comments, likes, and reactions. 

  • Click-through rate (CTR). It shows how many people take action while or after watching the video by clicking on the call-to-action.

  • Total Views. You can see the total of people who watch your video in the first few seconds and how many viewers continue watching. 

  • Watch time. It indicates the time that people have spent watching your video. So, you know what kind of information that they miss. 


Once you've done collecting the data, don't forget to analyze it. If your video gets a high engagement rate, it means that you choose the right topic. However, if the conversion rate is low, it indicates that your call to action is not strong enough. 

Bottom Line

Utilizing video for your marketing tool is not a one-and-done strategy. You need to follow at least four essential stages before publishing your video and one last step to evaluate the result. 


You can't jump into content planning without defining your audience and goals. Once you've finished making the video, your journey in creating a marketing video has not ended yet. You should distribute the content in the best platforms and then analyze the impact as the last step.