Video marketing strategy
The most common mistake we see is not poor production, but the absence of any thinking before production. A company shoots a good-looking video and then cannot say what task it was meant to perform, who it was for, or what the viewer was supposed to do afterwards. The result is then judged by the number of likes, which says nothing about the business.
What the strategy covers
- Audience. Who actually makes the buying decision, and which obstacle in their mind is stopping them.
- Message. One idea the whole content programme is built around, rather than ten equally important things.
- A task for each video. One video cannot collect views, entertain and sell at the same time.
- Formats and channels. Website video, LinkedIn, Reels and paid media each require a different length, pace and opening.
- Sequence and frequency. What we produce first, what comes next, and when to stop.
- Measurement. How we will judge whether it worked — not by likes.
Who needs it
- Companies that have already spent money on video and see no result
- Before a larger investment, when a series of videos is planned from the outset
- When a new person takes over communication and needs a clear direction
- When several suppliers are proposing different things and comparing them is difficult
How this differs from “let’s just shoot a video”
A camera can record an image, but it cannot decide what your client should feel, understand and do. That is the job of the person you trust with your company’s reputation. A good first meeting is one after which the client says: you asked me more about my business than some marketing specialists have.
Frequently asked questions
Can I commission only the strategy, without production?
Yes. Sometimes that is even more useful — you get a clear plan you can then use to compare quotes from different suppliers.
How do I tell a strategist from someone with a camera?
By what they ask about in the first ten minutes. If they are already proposing a drone, slow motion and dynamic music but still do not know who your client is, that is a warning sign. The full list of questions: how to choose a video producer for your business.
Does strategy make sense for a small company?
It does, because on a smaller budget mistakes cost relatively more. Often the answer is not more videos, but fewer and better targeted ones.
Related articles
How to make sure your videos earn money · Why content about yourself does not work · Consistency and credibility
Have a project, or just a question? Write or call us — we will discuss it with no obligation.