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Marketing is an ever-evolving industry that continues to find new and more effective ways to promote any business using any promotion channels. Before the digital age, the main means of marketing were newspapers, outdoor promotion, and TV advertisement spots, but with the Internet, things changed heavily.

In the 2000s and early 2010s, most online marketing techniques included only text and sometimes graphics ‒ using videos for the promo wasn’t that common back in those days. However, things have changed drastically, and now we live in a video-driven era, where people tend to pay more attention to video content. This is why promotional videos and video content overall get more popularity as marketing means.

The importance of video marketing for your business can’t be overestimated. Video content gets more attention as it’s the best way to deliver information. No wonder, people are more drawn to videos no matter where they see them, be it targeted ads on Facebook or Instagram, or a video on YouTube.

Video for business marketing can be a starting point to boost your brand strategy for new audiences exploration. People love videos ‒ both short and entertaining clips and longer explainer videos.

Your business might be searching for methods to utilize video content as it continues to overtake all other forms of information on the internet. The proven effectiveness of video in communicating brand messaging is one of the main advantages of using it throughout your company.

The Guide to Building a Brand Through Video Marketing

It can be challenging to increase brand recognition, particularly through text. Your team has complete control over the story, content, and emotion you want your audience to associate with your brand through the use of video. Besides, you can achieve multiple business objectives with just one video if you use the best video marketing tactics. You can attract new customers, promote important messages and products, educate your existing customers, and increase brand recognition ‒ all at once!

Therefore, video is here to help you, whether you are a new company that hasn’t yet built a strong brand presence or an established business trying to enhance or shift your brand message.

So, how to execute your plan to employ video content in your brand marketing campaign? Let’s review the basic timeline of video content marketing strategy.

Step one: set your objectives

First and foremost, you have to carefully plan out your video marketing strategy and content. Any new marketing initiative will require substantial preparation and setting the main objective in order to be successful.

The easiest way to approach a task this big is to refer to the marketing funnel—a proven and effective tactic.

First, we have the awareness stage, where we utilize video content to create brand awareness and spread it. The awareness objective can be expressed as a number or percentage of views and/or followers you want to achieve throughout all social media platforms you’re working with.

Going further down the tunnel, you have the consideration stage, where viewers become potential customers. The objective here can be measured in the number of new traffic leads to a certain product page.

And, finally, we have conversions, where your followers convert to customers. This metric can be expressed through the increase in sales.

The main point of using the marketing funnel is to create a step-by-step customer journey that increases your brand recognition and highlights your product over competing brands.

You should establish objectives for each section of the marketing funnel that producing your own video content will assist with in order to provide the basis for success.

The Guide to Building a Brand Through Video Marketing

Step two: find a production agency

You should consider how you will accomplish these objectives after deciding what you want to gain from your video marketing efforts. Although the cost of producing video content has substantially decreased over time, it will still be a new division of your marketing department and should be planned accordingly.

Or, as an alternative, you can delegate video production to a motion graphics agency — this way, you can work subsequently on each of your marketing goals without spending extra. Here at Astra Motion, we create unique high-quality video content that highlights the best features of your business regardless of the industry you’re working in.

We can effectively present a brand narrative, a product overview, or any other type of branded video content you would want to highlight to clients using animation, and for a lot less money than a live production.

The Guide to Building a Brand Through Video Marketing

Step three: set a budget

So, how to make a video for marketing that won’t drain your budget? You have the motivation, you have the agency that’s ready to make this work, but ultimately, it all comes down to marketing expenses.

Planning is important! Even if your company relies on outside assistance, you should still create a budget to maintain a healthy cash flow. When you aren’t the one making key purchases, it can be simple to go over budget, so be sure to meet with your financial department or financial adviser to create a fixed budget for outsourced work. Luckily, Astra Motion offers affordable packages that will suit your company.

Step four: gather the best ideas

It’s time to start coming up with content ideas that will assist you to achieve your objectives for your video marketing campaigns now that your goals and spending plan have been established. It’s easy to come up with some content ideas by looking back at the marketing funnel. You need a few video ideas that relate to the goals you’ve established at each level of the funnel.

To start with, ask yourself ‒ why video is important in marketing strategy for your company? What is the key objective of making high-quality video content here? The main concept of your video relies on the objective ‒ and it can vary for each level of the classic marketing funnel.

The Guide to Building a Brand Through Video Marketing

Since the awareness phase of the funnel will need the most work from brands just beginning their video marketing campaigns, let’s begin the overview there.

  1. For your awareness stage, a company explainer video is the best shot. Whenever seeking to raise awareness, you must assume that anybody who views your video is completely unaware of your brand. This implies that you need to first tell them about your company and its core values before diving into the nitty-gritty of your product or service. Of course, a video like that will still mention your product, but the emphasis will be more on your brand itself. This implies that you should demonstrate the culture that your brand seeks to evoke or the values you wish to connect through with your potential customers.
  2. The next comes the consideration stage, as we already know. A product explainer video is the best idea for your objective at this phase. This stage exists to continue bringing awareness to customers in a more practical and product-driven manner after they have some knowledge of your brand. After all, a consumer is more interested in learning more about your product and how it functions if they have some knowledge of your core values. Keep in mind that you still need to find a balance between being too advertising and too average in the video while making a product explanation. At this point in the buying process, consumers are looking for additional information but might not be quite ready to commit.

And, finally, we have the conversion phase. To successfully convert leads to sales, your best option is a sales video. It’s time to persuade them that they require your goods once you’ve established your brand’s perception of the area and described what your product is.

Now you know how to use video marketing for your brand strategy. The best advice here would be to follow your creativity and main brand objectives ‒ you need your video content to be as efficient as possible. Regardless of the type, length, and style of the video, if it matches the needs of your target audience, your video marketing strategy will be successful ‒ and this is a big win for every brand.

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