Video is transforming our digital world as we know it. People enjoy an immersive experience and they like to watch events unfold in an engaging way. Whether they’re trying to learn something or just looking for entertainment, video is the go-to medium for internet users. Why? Because it’s immediate, engaging, and grabs attention. And according to some stats, the average consumer’s attention span is shorter than 10 seconds. People no longer have the patience to sift through content for answers. They’d rather get those answers through video.

In fact, 54% of consumers want to see more video content rather than long-form paragraph resources like newsletters, whitepapers, and ebooks. Also, almost 50% of internet users look for videos related to a product or service before visiting a store. But like the digital-savvy business owner you are, you probably already knew that. Didn’t you?

So you want to incorporate video into your digital marketing strategy, but what things do you need to consider before spending your hard-earned cash on this awesome medium? Let’s find out.




Video Marketing Budget

Considering your budget for video marketing may seem like a no-brainer, but is it really? 43% of marketers say that they’d create more video content if there were no obstacles like time, resources, and budget. 

When it comes to video marketing, there are many things you need to budget for because so much goes into producing videos. You have to ask important questions. Do you plan on hiring actors? Will you be hiring a video production company? Or will you be doing it yourself? Do you have the necessary tools and equipment already available? Or will you have to go out and buy it?

Adding video to your marketing strategy can be quite rewarding and can produce phenomenal results, but it can be expensive for your company. That’s why you should figure out if video marketing is something you can afford before making the investment.


marketing videos surfaces on a laptop computer

Video planning concept


Once you get your budget sorted out and decide that you can afford to add video to your marketing strategy, you need to consider planning for your video marketing campaign. Where will your video live? How will it be used? What’s your overall strategy? Where will your video fit within your buyer’s journey?

You also need to think about what kind of video is right for your company and goals. Additionally, you have to think about how long your videos will be, how many videos you should make, and what actions you want your viewers to take after watching your video.

As you think about these things, it’s important to remind yourself that just because you’ve set aside a budget, it doesn’t mean you’re automatically ready to start producing videos. Obviously, planning is very important.




You can’t just make a video and publish it without putting much thought into it. If you really want results (i.e. conversions, sales, etc.), you must consider production so that your video resonates well with your target audience. Think about where you should shoot your video, whether or not your video needs animation, where you can find music for your video, and who should be in your video. For example, maybe you’re a tech company and you know that showing features and benefits of a tech product can get complicated. In this case, you may want to consider creating an animated video that illustrates how the product or service works. This will prevent your video from confusing your audience. And we all know that causing confusion is a big no-no and a sure way to make potential customers run for the hills.

Even if you do plan on hiring someone to shoot and produce your videos, it’s important to consider the factors we mentioned above. After all, you are the big decision maker and can’t leave everything up to the production company. Also, decide if you’re going to hire an animator, scriptwriter, light crew, sound crew, graphic designer, and project manager for your videos. While these are extras and aren’t really necessary, they can be helpful and make production a lot easier.




You should never start a video marketing campaign without looking into the demographics (i.e age, location, gender, preferences, etc.) of your target audience. If you already have an established business, then likely, you’ve established a target audience. But do you know what type of videos will resonate with your target audience?

For example, let’s say you’re a fashion brand intended for younger audiences. You’d probably want to include younger actors wearing trendy clothing in your video and have them doing things your audience can relate to such as using a mobile device, hanging out with friends, or going to school. You want to create engaging video content that appeals to the interests and likes of your target audience. The more appealing your video is to your audience, the more likely they’ll engage with your brand and convert into paying customers.




Now for the fun part – promotion. Where will you promote your video? Will your budget allow you to use multiple platforms? Or would you prefer laser-targeting a specific platform? Either strategy can be effective for your video marketing campaign, but the effectiveness will depend on – you guessed it – your target audience. Knowing your target audience can help you understand their habits and how you can advertise based on those habits. You should think about how and where do they consume video. Maybe your target audience uses social media frequently. Then, targeted ads on Facebook and other social media platforms can get you great results.

You also want to think about how your competitors are promoting their videos to get an idea about what you can do better. Measuring your performance is also something you want to consider in your video marketing efforts. YouTube Analytics, Google Analytics and Facebook Pixel are great tools to track how well your videos are doing in terms of views, engagement, and conversions.


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