Video Marketing: Discover the Best Practices for an Impactful Campaign

August 3, 2023

Person playing a video on his laptop

Video marketing is a powerful tool! 81% of marketers consider video essential. Videos are shared 1200% more on social media than text or images. We help you create captivating videos in a few steps to increase engagement and create successful campaigns.

Step 1: Define your target audience and objectives for effective video marketing

If you want to reach more people and communicate your message effectively, it is important to understand your target audience and their needs. Create engaging videos with a clear message and add a clear call to action so that your viewers know what to do after watching your video.

However, it is not enough to just focus on reaching your target audience. It is just as important to have well-defined goals.

  • Make your goals SMART (Specific, Measurable, Achievable, Relevant, Time-bound).
  • Make sure they align with your overall marketing goals.
  • Tailor them to the different phases of the customer journey.
  • Support your goals with an action plan.

Example of a SMART objective:

“In the first three months of 2024, I want to increase the number of website visits by 10% by creating and distributing a video about my product.”

Step 2: Choose the Right Video Type

Video marketing is a powerful way to reach your target audience and get your message across. There are many different types of videos you can create, such as product demos, tutorials, testimonials, case studies, infographics, and animations.

When choosing the right type of video for your target audience and goals, consider the following:

  • Who is your target audience? What are their interests and needs?
  • What do you want to achieve with your video marketing? Do you want to generate leads, increase brand awareness, or drive sales?
  • How much budget do you have for video production?

Once you’ve considered these factors, you can start creating your videos. Here are some tips for making effective videos:

  • Use strong visuals and audio. People are more likely to watch a video if it’s visually appealing and has good sound quality.
  • Keep your videos short and to the point. People have short attention spans, so make sure your videos are no longer than a few minutes.
  • Add a clear call to action. Tell viewers what you want them to do after watching your video, such as visiting your website, signing up for your email list, or making a purchase.

By following these tips, you can create effective videos that will help you reach your target audience and achieve your marketing goals.

Here are some examples of different types of videos you can create for your video marketing:

  • Product demos: Show how your product works and why it’s the best solution for your target audience.
  • Tutorials: Teach viewers how to use your product or service.
  • Testimonials: Share positive reviews from satisfied customers.
  • Case studies: Highlight the benefits of your product or service by sharing success stories from real customers.
  • Infographics: Break down complex information into easy-to-understand visuals.
  • Animations: Tell stories, explain ideas, or promote your offer in a fun and engaging way.

Step 3: Write an Engaging Script

You already know the interests and needs of your target audience, so grab their attention with an engaging opening scene filled with action, suspense, or humor. Tell a captivating story with a strong plot, interesting characters or products, and a clear message. Use visual elements to support your narrative and keep it concise due to short attention spans, so you can retain their interest. Seek feedback from others to improve your script.

Step 4: Ensure High-Quality Production

Good videos can benefit your company in many ways. They can enhance your brand, attract more visitors to your website, generate leads, and boost your sales. If you use professional equipment and experienced professionals, you can create high-quality videos with captivating stories and excellent sound.

How to create high-quality videos for your company:

  • Use professional equipment and software.
  • Collaborate with experienced videographers or a video production company.
  • Ensure a clear message and a compelling story.
  • Utilize high-quality visuals and sound.
  • Edit your videos meticulously.
  • Publish your videos on the appropriate channels.

Step 5: Search Engine Optimization (SEO)

Video SEO (Search Engine Optimization) means optimizing your videos for search engines. The goal is to ensure that your videos appear high in search results when people use relevant keywords. This way, more people can discover your videos.

How and where to use keywords?

  • Research relevant keywords.
  • Use important keywords in the title, description, and tags.
  • Avoiding keyword stuffing
  • Using keywords that are more specific and less competitive than short-tail keywords.
  • Write a relevant meta description*.

* A meta description is a short piece of text that appears in search engine results pages (SERPs) below the title of a web page. It is used to give searchers a brief overview of the page’s content and to encourage them to click through to the page.

In addition to optimizing your videos for search engines, there are a few other things you can do to improve your chances of ranking high in search results.

These include:

  • Use relevant keywords in titles, descriptions, and tags.
  • Upload videos to a website with good domain authority.
  • Make videos as informative and short.
  • Encourage sharing on social media.
  • Embed videos on your website or blog using video-embedded code.

Step 6: Choose the Right Platform and Publish Strategically

There are many different video platforms available today, each with its own unique features and benefits. Some of the most popular platforms include YouTube, Vimeo, and social media platforms like Facebook and Instagram.

  • YouTube: The largest platform with a massive audience and revenue opportunities.
  • Vimeo: Geared towards filmmakers and professionals, offering higher quality videos and creative features.
  • Social media platforms: Share videos with your friends and followers.

But how do you choose the right video platform for your needs?

  • Consider your target audience and who you want to reach.
  • Establish your objectives for your videos.
  • Pay attention to the features you need.
  • Consider the price level you are willing to pay.

Strategic planning and publication are essential for creating and sharing engaging videos.

To create a successful video strategy, you need to first analyze your target audience and discover when they are most active online. Once you know when your audience is most likely to be watching, you can use video scheduling tools to manage your publishing schedule. Experiment with different publication times to find the most suitable moment, and then publish videos regularly according to your planned schedule to maintain consistency and engage your viewers.

Step 7: Measure and Analyze Performance

Tracking the performance of your videos and gathering data is essential for improving your video marketing. There are a few different ways to do this, but all of them involve collecting data about how your videos are being watched, shared, and interacted with. This data can then be used to identify what works and what doesn’t, so you can make changes to your videos to improve their performance.

  • Use video analytics tools: These tools collect data on metrics such as views, watch time, traffic sources, viewers’ demographics, and interactions with the video.
  • Review your video analytics reports: These reports will show you how your videos are performing and what metrics you should focus on.
  • Ask your audience for feedback: You can use surveys, polls, or social media comments to get feedback from your audience on what they like and dislike about your videos.

There are a few key video metrics that you should track in order to improve your video marketing strategy.

These metrics include:

  • Watch time: The total amount of time viewers have spent watching your video.
  • Engagement: The number of interactions with your video, such as likes, shares, and comments.
  • Conversions: The number of people taking action after watching your video, such as making purchases or signing up.

Once you have tracked your video performance and gathered data, you can use this information to improve your video marketing strategy.

Here are a few tips:

  • Analyze watch time, engagement, and conversions: This will help you determine which videos are resonating with your audience and which ones need improvement.
  • Review viewers’ demographic data: This information can help you create videos that are more likely to be seen and engaged with by your target audience.
  • Evaluate the results of your video marketing campaigns: This will help you identify which strategies are most effective and which ones need to be adjusted.
  • Adjust your strategy based on these insights: By tracking video performance and gathering data, you can improve your video marketing strategy and achieve your marketing goals.


Video marketing is a fantastic way to promote your business and make more people aware of who you are as a brand. Using video captures people’s attention and helps convey your message in a powerful and effective manner. It is a visual medium that truly works.

Here are some key best practices for video marketing:

  • Create videos that are relevant to your target audience. Consider what your viewers want to see and hear. What are their interests? What are their needs?
  • Produce high-quality videos. This means well-shot and edited videos with clear and understandable audio.
  • Keep your videos short and concise. People have a short attention span, so avoid making videos longer than a few minutes.
  • Use videos on the appropriate channels. Share your videos on your website, social media, and other platforms where your target audience is present.
  • Encourage people to share your videos. Add a call to action to your videos, such as a link to your website or a request to share the video on social media.

It’s wise to continually improve your video marketing strategy. Look at your statistics and learn what works and what doesn’t. Try different types of videos, channels, and calls to action.

Do you want to elevate your video marketing to a higher level? Schedule a free chemistry call and let’s talk and distribute high-quality videos that will engage your audience and drive results.

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