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9 Steps to Video Marketing Success

  1. What is your objective?

What do you want the video to do? Try to focus on one main objective. It could be that you want to grow your social media following, or you might want to sell more of a specific product. Different types of video content work better for different objectives.

(Have a look at some different styles of video campaign here..)

  1. Who is your audience?

Define who you are producing this video for. A narrowly defined audience will give you better success, you have a much better chance of targeting a message that specifically appeals to them. Tip – think about what they need and how you solve that problem.

  1. What message do you want to get across?

Try to focus on one key message that you want your audience to take away from the video. If you want to get across a few messages consider splitting the content into chapters, or roll out a series. When you try to get across too much, that core message can get easily lost.

  1. What is your budget?

Be realistic. If you have found a campaign you like and envisage something similar for your business, ask a Production company how much it would cost to produce you something along the same lines.

  1. How will your audience see your video campaign?

How do you plan on distributing your video? A video that will be seen via a desktop computer will be produced differently to a video that will be seen via a mobile device.

  1. How long do your audience want the video to be?

As a general rule of thumb, the shorter the better. We advise between 60 – 90 seconds.

But for a video campaign designed for an audience who are further along the sales cycle (eg, product review or event video) you’ll have their attention for longer. Re-visit your campaign objectives to determine optimum length.

  1. Do you have a creative idea?

If you don’t, don’t panic. Your Video Production company will do. And if they don’t, alarm bells should be ringing.

Be wary of rolling with the first idea that comes to mind, you may find yourself ignoring other (and better) ideas.

  1. Who is signing off the video?

Make sure that prior to any filming you are all on the same page. Re-shooting parts of production will be a pain.

  1. What logistical challenges will you face?

If you’re going it alone you’ll need to think about things such as location recces, filming permission, aerial filming licencing, crew, any additional personnel needed (actors, hair & make up stylists), equipment, insurance etc.

If you’re using a Production company, they’ll sort this for you. And if they don’t, go with another one.


The devil is in the detail. Plan right and you’ll have a much better chance at experiencing the huge potential that Video Marketing has. And finally, remember to get your pre-video data to help measure the success of your video marketing campaign. We’ve written about that before, click this link to see more. :)


Steph is our Client Services Manager, and looks after a lot of our Pre-Production. If you feel like you’re not getting much from your Video Production company, or you’d like some advice on any of the above then drop us a line. Steph’s available on 0115 958 9172 or fill in some details here and we’ll get back to you.