Video is a top medium for spreading brand awareness and increasing leads, which is why 87% of marketers using video say it’s increased sales. Still, traditional video marketing can be challenging to fund and time-consuming, but it doesn’t have to be that way.
You can flip the script. You can create a straightforward and affordable video marketing strategy. Easily publish and share videos to reach more audience members.
Learn how to tackle your marketing goals with the most in-demand content format—fast, easy-to-make video messaging that increases reach, conversion rates, and sales. Plus, find out how to use Loom to record, edit, and publish marketing videos with minimal production costs.
Why video marketing is more important than ever
One of the most immersive and effective mediums for capturing consumer attention is video. According to Statista, global users on YouTube, for example, spend more than 28 hours a week watching videos.
Videos quickly draw you in and demand more of your senses. And you can’t look away, or you might miss something—creating an exciting and immersive experience.
While short-form videos and other video messaging have some of the highest ROI for marketing companies, they also create more competition for attention. Creating personal, clear, and consistent video content, like POV videos showcasing your product, will make you stand out among the noise.
A robust video marketing strategy drives action and engagement, which can broaden your reach and brand awareness and boost your marketing ROI. So, how do you get started? It begins with defining your strategy.
7 essentials for defining your video marketing strategy
Once you decide to improve your video strategy, implement the seven following steps to gain momentum:
1. Understand your audience
This one might seem obvious to a marketer. But it’s easy to forget who’s actually viewing each video. Not all videos serve your entire target audience.
You have different website pages and stages of the buyer’s journey to consider, each with varying consumer needs, hesitations, and pain points.
Your team can start by defining each audience based on the marketing funnel:
Top-of-the-funnel (TOFU): This stage is when audiences first become aware of their problem and look for educational videos, explainers, how-to videos, and general information. Your company can attract and engage a wide audience and build brand awareness and trust.
Middle-of-the-funnel (MOFU): This audience is already aware of their problem, and they want a solution. As your audience members compare different options, you can provide video case studies, webinars, product guide videos, and content to nurture those leads and guide them to a decision.
Bottom-of-the-funnel (BOFU): Once an audience arrives at BOFU, they’re ready to decide. You can create content that helps reassure them about their choice and remove any hesitations with customer testimonials, and promotional content, and demo videos to close the sale.
The more you define each segment of your video marketing strategy and its audience, the more effectively you can connect with target viewers.
For example, if you want to target users who never upgraded their free trial, you could produce and distribute marketing videos showing how much value your product’s paid features provide.
Or, if your videos target audience members who don’t yet know about your brand, you could showcase the core “aha” moment that new users love the most.
2. Establish measurable goals
This isn’t Hollywood. Marketers aren’t creating videos purely as works of art. They need tangible numbers to prove an investment return and help inform future iterations.
You can measure video outcomes based on a few metrics:
View counts
Conversions
Shares
Click-through rates
Cost per view
Video completion rate
Choosing a video marketing tool that can provide essential video analytics is necessary for sustainable video content strategies.
For example, with the right tool, you can see who has viewed your video and inform the sales team about a warm lead. Or, you can measure total views on a video embedded on your landing page or blog article for more insight into your overall customer journey. Tools like Loom give you viewership and engagement metrics to track the health of your campaigns. If you require users to provide an email, you can even get viewer-by-viewer insight.
3. Set your budget and optimal video types
Finding the producers, designers, directors, and creative team to make your videos a reality takes a lot of money. That’s why clarifying your budget and deciding what you really want is essential.
If your goal is to produce several videos at an affordable cost rather than one high-end, all-in production, there are several recording tools with low production costs.
You can invest in live streaming, webinars, customer testimonial videos, and more.
One great way to affordably and quickly produce a video for easy sharing is through video messaging.
You can use tools like Loom to record point-of-view experiences so that your audiences can watch and connect with the presenter in your video. Your marketing team can make dozens of videos for different pages and marketing campaigns for a fraction of the time and cost.
There are many video types you can record with Loom, like:
Personalized Messages: Personalized video messaging helps you stand out during the marketing process and build stronger audience relationships. For example, you can create a video reply showcasing a feature when someone comments on a social media post. Or the sales team can send an introductory video to your newly acquired lead.
Product Tutorials: Tutorial videos help users understand your product features and use them to their full potential. These videos increase customer satisfaction by helping them get more value from your product and ultimately improve your retention rate.
Product Demos: Product demo videos show audiences how your product can solve their problems. These interactive videos are perfect for converting leads into customers.
Explainer Videos: Explainer videos are short marketing videos that quickly explain your product’s value proposition. Companies often use explainer videos on their website’s homepage to introduce their product to new visitors.
Expert Interviews: If you have a qualified team, you can run an in-house interview series where different in-house experts talk about the most common challenges of your audience. Or you could partner with experts and influencers to publish detailed interviews on various topics.
Brand Videos: Brand videos tell your brand’s story and give your customers an inside look at your company culture and the people behind it. These videos help you build a closer connection with your audience and add a human touch to your brand.
4. Implement feedback iteratively
Marketing teams should have a way to communicate throughout their campaigns and take time to debrief on each one. You can use tools like Slack to chat about video progress or meet live on a tool like Zoom.
Asynchronous messaging is a convenient way to document and collaborate around campaign improvements at every stage of your strategy.
Async messages are not live, so you don’t have to worry about time zones or busy schedules getting in the way of your strategic meetings.
Video messaging is easy to record, provides important context, and can be watched at any time. With a solution like Loom, engagement doesn’t have to stop after publishing your video, either. Viewers can comment, send video replies, and interact with emojis.
5. Streamline video creation
Creating videos doesn’t have to be time-consuming and expensive. Great video marketing platforms remove friction by making recording easy and the editing process efficient, reducing overall time and resources to deliver value to your audience.
In fact, recording a video with Loom is as simple as clicking the record button and capturing your screen and audio.
Your team can create social media videos, how-to videos, educational videos, and videos for articles, to name a few. There are countless other creative ways to use videos to connect with your audience and build trust.
Your brand can also choose to partner with video creation agencies to publish TV-quality content for TOFU campaigns. This includes working with Connected TV partners to advertise on networks like Hulu and Amazon Prime. You can also partner with TikTok or Reels creators to tap into powerful, established audiences. The TikTok app even has a marketplace to facilitate these kinds of influencer partnerships.
6. Plan your video distribution
If you recorded a video and didn’t share it, did it even exist? Videos need to be watched. Knowing how audiences can discover your content after publication is crucial for any marketer.
No matter the tool you use, make sure your videos can be easily shareable.
You should be able to embed videos on a web page, send email videos, share links, or download them to use for paid ads, future collaboration, and other platforms.
Size and dimension matters too. Some apps might require vertical formatting in 1080x1920 for mobile audiences. TV and desktop would require custom sizes to fit a wider view. Decide where you want to publish your video and confirm the recommended dimension for each platform and medium.
Your marketing videos shouldn’t collect dust on a hard drive. A platform like Loom makes it easy to share videos everywhere, which can be the difference between limited success and unlimited potential for reach.
7. Measuring the ROI of your video marketing
Marketers know how important it is to tie their campaigns to results. It’s the only way to know how you are doing, what’s working, and how to improve. You can create better iterations of your product or service based on measurable outcomes and have a clearer picture of how to invest resources.
Prioritize a video platform that provides end-to-end analytics. From the moment you press record and publish, the right platform can gather information on who viewed the video, how many viewed it, and who took action—or even where your audience lost interest.
If you can find a tool that provides relevant viewership metrics, you have a good solution. But a great solution can also provide data on interactive engagement.
Suppose your audience can comment on videos, send messages with emojis, and interact with you. You can better gauge your audience, the effectiveness of each element within your videos, and empower your sales team to follow up with serious leads. These moments of organic engagement provide valuable insight that fuels future marketing iterations and ideas.
Use cases for pro-quality marketing videos
Once you have a defined strategy, it’s time to press the record button with your new video marketing tool. Below are a few ways you can craft low-budget, high-quality videos that drive action:
Show users what your product can do
People buy tools and software to solve problems and meet needs—not just for fancy features.
Instead of marketing your features first, create videos showing your product’s core benefits.
Asana, a top project management and productivity tool, showcases value through product tutorial videos. Its YouTube channel is packed with videos featuring step-by-step guidelines for achieving different business goals.
One of Asana's marketing strategies is creating monthly "What's new" YouTube videos. These videos showcase the app's features and highlight improvements. Users get a POV experience while Asana markets attractive new features and shares exciting news.
Tutorial videos can boost existing customer retention and attract new traffic. New and existing customers get more value from your product.
Embed videos in blog content
Adding relevant online videos to your blog posts is one easy way to immediately improve your brand’s discoverability with search engine optimization (SEO) and content marketing.
Videos make your blog content more valuable and keep readers engaged longer. Adding videos increases your site’s average session duration, a critical SEO ranking factor.
One example is ConvertKit, an email marketing platform for creators. The brand blog regularly includes relevant videos in its blog posts.
Ahrefs, a leading SEO company, also includes relevant videos in almost every blog post.
Embedding videos in also helps you rank for video searches and drive additional traffic to your blog content.
Record customer testimonials and success stories
Video testimonials “show” value rather than tell it. These videos instill trust by putting the spotlight on the customer and their story. Seeing happy customers describe their journey with your product and how it solved their problems has a much greater impact on potential customers than simple text reviews.
For companies with limited budgets, Loom is an excellent option for creating video testimonials. And for customers who are reluctant to be on camera, it’s ideal for capturing their experience via screen sharing.
Engage potential customers and current buyers with personalized content
Buyers prefer customized content that addresses their needs and challenges. The impact of personalized videos can be huge, like a salesperson sending a video to answer the exact, relevant questions a prospect asks. Or, how marketers can create a highly-relevant video identifying a common hesitation among an audience segment. For example, recognizing users having trouble transitioning from a current app to a new solution and showing them how easy it can be with your app.
More casual personalized videos, such as birthday messages from account managers, also go a long way in strengthening your customer relationships.
Case study: Braze’s successful video marketing campaign
Braze is a customer engagement platform that powers relevant and memorable experiences between consumers and the brands they love.
To elevate its marketing strategy, Braze needed to:
Diversify its marketing mix to attract more leads
Add a video component to boost search and brand awareness
Find an affordable video platform to create personalized content without outsourcing production
The company chose Loom to create fast, affordable, and personalized video messaging. And it made all the difference.
“That was my eureka moment,” said Senior Director of Content Marketing Chris Radtke. “Loom gave us an affordable platform to create personalized video content from our laptops, without the need for expensive video production teams.”
Braze saw amazing potential. It created and published new short-form video content daily that reached different marketing funnel stages. The company also created content and product videos at a low cost and hit ROI. Loom helped Braze streamline operations and campaigns.
The result: Braze experienced 1,800 unique page views within weeks and improved indexing for keywords in SEO. It saw an 18% jump in blog post visitors. The Braze team created 100+ marketing videos for the traditional price of one.
By choosing a strategy and platform that offered a low-cost and easy way to record marketing content, Braze was able to reach more audience members, increase awareness, and boost sales.
Choose Loom for affordable and effective video marketing
Loom is the video marketing solution for scalable and measurable campaigns. Your marketing team can easily record and capture their screen and webcam simultaneously. You can record your screen with many devices or operating systems, like the desktop app for Mac and Windows PC, the Android and iOS mobile app, and the Chrome browser extension.
Marketing employees can share POV experiences that show viewers your product value. And there’s no pressure. Using Loom is casual and fast.
Presenters can record like they are speaking with someone naturally—except now, with the benefit of Live Rewind, if they make a mistake, they can simply re-record that section instead of starting over.
Loom’s AI add-on streamlines the video creation process. Your team can record and distribute videos with automatic title generation, summaries, and message content, so sharing and publishing take seconds.
The interaction doesn't stop with video views, either. Your marketers can interact with viewers after publishing the video with comments and video replies. When the video ends, you can add a call to action (CTA) so viewers know the next steps to take. Loom also provides essential video analytics and metrics that help you study audience engagement and build informed campaigns.