Video Marketing Strategy: A Practical Framework
Most video marketing strategies are wishlists disguised as plans. Here is a framework that starts with what you can produce this month and builds from there.
What does a video marketing strategy actually need?
A video marketing strategy is a plan for how your business will use video to reach, engage, and convert your target audience. That sounds simple, but most "strategies" are actually just lists of video ideas with no connection to business goals, production capacity, or measurement.
A working strategy answers five questions: Who are we trying to reach? What do they need to see at each stage of their journey? What can we realistically produce each month? Where will we distribute it? How will we measure whether it worked?
How do you set video marketing goals that mean something?
Start with business goals, not video goals. "Produce 10 videos per month" is an output target, not a business goal. "Generate 50 marketing qualified leads per month from video content" is a business goal. "Reduce sales cycle length by 15% using video in the prospect journey" is a business goal.
Once you have the business goal, work backward. If you need 50 MQLs from video, and your video-to-lead conversion rate is 2%, you need 2,500 video views from qualified audiences per month. That tells you how much content to produce and how to distribute it.
Read our guide to B2B video KPIs for specific metrics to track at each funnel stage.
How do you plan video content for each stage of the funnel?
Top of funnel: awareness
Your audience doesn't know you yet. They're researching a problem or exploring a topic. Videos at this stage should be educational, not promotional. Industry trend commentary, how-to guides, and explainer videos work well. Distribute on YouTube, LinkedIn, and your blog. Measure by reach and view count from your target audience.
Middle of funnel: consideration
The prospect knows solutions exist and is evaluating options. Product demo videos, comparison content, and B2B-specific case studies work at this stage. Distribute on your website, in sales emails, and through retargeting. Measure by engagement depth (completion rate) and click-through to conversion pages.
Bottom of funnel: decision
The prospect is choosing between 2-3 vendors. Customer testimonial videos and detailed case studies prove that your solution works for companies like theirs. Sales reps should share these directly with prospects. Measure by influence on pipeline and deal velocity.
How much video should you produce?
More than you think, but less than you fear. A realistic starting cadence for most marketing teams:
Weekly: 1-2 short-form clips for social media (LinkedIn, Instagram). Monthly: 1-2 longer-form pieces (interviews, how-tos, webinar recordings). Quarterly: 1 hero piece (campaign video, brand story, major case study).
That's roughly 60-70 pieces per year. It sounds like a lot, but with the right production model, it's achievable. A single filming session can produce 5-10 clips. A video production subscription gives you the editing capacity to handle this volume.
Read our full guide on building an always-on video content program for the step-by-step approach.
Which platforms should you prioritize?
Go where your audience is, not where video is trending.
For B2B: LinkedIn is the primary distribution channel. YouTube for SEO and long-form discoverability. Your website for conversion-stage content. Email for nurturing (video thumbnails increase click-through rates).
For B2C: Instagram, TikTok, and YouTube depending on your audience demographics. Facebook for paid distribution. Your website for product pages and landing pages.
Don't try to be everywhere. Start with 2 channels, produce content consistently, measure what works, and expand from there.
What tools do you need for video marketing?
A production platform or editing service (to create the videos). A hosting platform (to embed and track them). A distribution plan (which channels, what cadence). Analytics (to measure performance and iterate).
You don't need all of these on day one. Start with production and one distribution channel. Add hosting analytics when you have enough content to make tracking worthwhile. See our guide to video tools for a breakdown by category.
How do you build the business case?
If you need budget approval, frame video marketing as a revenue investment, not a creative expense. Show the cost comparison between your current approach and a subscription model. Project the pipeline impact using conservative estimates. Propose a 3-month pilot with specific success metrics.
Our guide to selling video production to your CFO has the full framework, or use our Video ROI Calculator to model the numbers.
Explore marketing video production with Shootsta, or take the video quiz to find out which formats will have the biggest impact for your team.
