Developing and Leveraging Your Video Strategy: Planning & Executing

Building & Leveraging Video Strategy.pngThis is part 1 of our 3-part series on developing and leveraging your video strategy. Part 1 will look at the “planning and executing” stages, part 2 will look at the “marketing and promoting” stages, and part 3 will look at the “sharing and measuring” stages.

With statistics showing that people who watch a video of a product/service are as much as 85% more likely to purchase, more and more businesses are seeing the incredible positive impact that video can have on their marketing. It’s starting to become more common knowledge that you should be leveraging the power of video as part of your integrated digital marketing and sales strategy, but where do you begin?

Like anything, successful video strategy begins with proper planning and execution. Here are 4 “planning and executing” best practices to ensure that your video strategy starts out on the right foot:

Educate, Entertain, and Inspire
Videos that are shared endlessly among internet users and social media fans are those that educate, entertain, and inspire, all without the viewer even being aware of that strategy. Being approachable and educational helps to showcase your brand, and gives others even more of a reason to share and engage online, which dramatically helps with the reach of your videos. A video that best addresses the user’s emotions, likes and needs is a video that will be remembered and passed on to others.

Choose the Best Format
The types of videos that you create will depend on the different stages of the marketing and sales funnel. If you’re not familiar, that is the top of the funnel (generating interest), middle of the funnel (increasing conversion and engagement with your brand), and bottom of the funnel (increasing sales and close rates). Ideally, you’ll want to create videos for each stage of the funnel so you have a unique way to engage with prospects as they are moving through that buying process, but if you’re time or resourcestrapped, choose the stage in the funnel that you feel needs the most focus.

Determine the Optimal Length of Your Video
Just as the type of video you create depends on what stage of the marketing funnel your audience is in, so does the video length:

  • Top of the funnel viewers aren’t hooked on you or your product yet, so try to make the video catchy and keep it short, usually between 30 seconds and 2 minutes.
  • Mid-funnel videos usually last between 2 and 10 minutes, but this can vary by the type of video you are looking to create. If you’re moving to the range of more than 2 minutes, be sure that you have enough great content in your video to keep it engaging and entertaining
  • Bottom of the funnel videos should be highly targeted and very specific, and should run approx. 10 minutes. These videos should treated as more conversational and very specific to the buyer’s journey rather than pieces of content.

End with a Purpose
Just like you would end your written content with a call-to-action, you should do the same with your video messages. Don’t just let the video end without urging the viewer to engage with your company in some way. Try things like “to find out more”, “to get a free estimate”, or just “to receive the next video in the series”. Anyone who watches your video all the way to the end has demonstrated a certain level of interest already, and you need to capitalize on that interest. 

If you are interested in receiving parts 2 and 3 in our series, you can subscribe to our blog and ensure that updates are sent directly to your inbox.


We invite you to download our latest eBook for some of most important factors to consider when developing and leveraging video as part of your integrated digital strategy. You can also speak with our one of video experts to learn how Phoenix Production Services can help with your next video project.

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