uitbouwen videostrategie

Building a video marketing strategy

uitbouwen videostrategie

What’s the goal?  

Just like with every big marketing effort you make as a company, be sure to formulate your goal first when determining your video strategy.  

What do you want to achieve with your videos and who do you want to reach? Try to summarise that goal in one sentence, for example:  

‘MOTCHA makes informative videos for small and medium-sized companies so that they can showcase their services.’ 

Establishing this objective immediately gives your video strategy a clear direction.  

After formulating the objective, we know:  

  • that we mainly need to create explainer videos 

  • that our target audience is small and medium-sized companies  

  • that we can make a video for every aspect of our services. 

Determining a goal is not only useful to elaborate your strategy, but it also gives you an idea of how to go about sharing your videos and analysing the results afterwards.  

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Make the right video for your message  

When you’ve established a goal, you can use this goal to create an overview of the type of videos you want to produce.  

In our example, we want to explain our services. As a first step, we want to subdivide what our videos will look like.  

Then we determine per service, product or message what kind of video we want to make.  

In doing so, we take into account the different stages of the sales funnel. For every stage, we will create content that matches the needs in question.  

Analyse your previous content! Did you have a successful blog about a certain subject? Work that into a video. Or use the frequently asked questions of clients and prospects as a starting point for your video content.  

If we were to limit our services to three columns, it would look something like this:  

It’s time to produce  

You know what the goal of your video strategy is and you know which videos need to be produced. It’s go time!  

Calling upon a video production company or hiring a video team like MOTCHA to edit the videos you make in-house will depend on a number of factors:  

  • Budget 

  • Knowledge 

  • Resources 

Regardless of the choices you make, always keep your goal and company culture in mind, as it will determine the content and tone of your videos.  

A creative company should make, well, creative videos. An insurance company should have another tone of voice and also a more formal look.  

When producing your videos, draw up an action plan and prepare well.  

Share away 

Since you can share your videos on many different channels, it’s important to think about which ones are the most effective for your company. 

Your own website   

Since conversions mostly take place on your own website, we recommend placing your videos there for starters.  

You could make a separate video page to guide your target audience through the entire customer journey.  

Or integrate relevant videos into your blog articles.  

Videos can also be used on specific landing pages to increase conversions.  

Social media 

You can also use current social media channels to share your videos.  

Research which channel is the most popular with your target audience for a specific video. Of course, you want to be present there as well with your videos and message.  


E-mail is very effective for sharing videos: 

  • It lets potential clients find out about your company. 

  • It shows the benefits of your services visually. 

  • It lets clients talk about you.  

Depending on people’s e-mail flow, you can select videos that match the sales funnel stage of your target audience at that moment.  

Customer journey

To measure is to know  

The last stage in your video strategy is measuring.  

You can make the coolest videos, but if they don’t reach their target, you’ll need to adjust your aim.  

Always measure the effect of your videos. Metrics you can measure and that are relevant include:  

  • CTR (Click-Through Rate)  

  • How often has a video been viewed?  

  • When do people quit?  

  • How often are the videos being watched?  

  • On which channel are they viewed most?  

  • How is the social engagement of the videos?  

  • Did you achieve your KPIs?  

Video metrics