Video marketing strategies: Winning and retaining customers with video
Written by Maren Dinges | 1st November 2024
Table of Contents
An increasing number of companies are embracing video marketing. While only 61% of companies incorporated videos into their marketing mix in 2016, by 2023, this figure surged to 91%. In the consumer sector, video marketing strategies center on two main objectives:
1. Acquiring new customers
2. Retaining existing customers
To achieve these, companies are making substantial investments. In 2023 alone, marketers spent approximately $100 billion on video production, according to Forrester Reports. These investments highlight that videos aren’t simply experimental additions to the content mix—they’re integral components of a strategic approach to marketing. Here’s how video marketing strategy works:
Why a video marketing strategy matters
There are many compelling reasons to deliver brand messages through video. The most significant is that customers increasingly prefer video as a form of communication. In an age of information overload, our brains can struggle to process every piece of data. Moving visual content remains among the easiest for the brain to digest, resulting in two benefits: it’s easier for audiences to engage with, and it’s more memorable. Video content has a lasting impact.
Video content can take various forms:
- Product and service demonstrations
- Positive showcases of brand values
- Use cases and best practices
- Building trust through genuine insights
A well-crafted video marketing strategy shapes a brand’s image, creating memorable content and establishing brand recognition. This engagement convinces people to buy—or buy again. To achieve this, video content must have a clear intention, which is precisely where a video marketing strategy comes into play. It positions companies effectively through targeted video content.
Building a video marketing strategy: step-by-step
The first step in any video marketing strategy is understanding the target audience. Who is your customer?
Define this person as precisely as possible:
A well-crafted video marketing strategy shapes a brand’s image, creating memorable content and establishing brand recognition. This engagement convinces people to buy—or buy again. To achieve this, video content must have a clear intention, which is precisely where a video marketing strategy comes into play. It positions companies effectively through targeted video content.
- What’s their name?
- How do they look?
- What are their likes?
- What are their dislikes?
The result is a buyer persona, a model customer for whom you create your videos.
Integrating video marketing in the buyer’s journey
Imagine your buyer persona is named Sam. As a customer, Sam encounters multiple touchpoints with your brand throughout their journey. Early on, Sam may not even be aware of your brand or solution, so your initial videos serve to introduce your company.
With each new video, Sam becomes more familiar with your brand, learning more about your solution. And when Sam eventually makes a purchase, your video strategy continues to build engagement. Additional videos can explain product use or how Sam can complement the solution with other features. This approach guides Sam step-by-step through the buyer’s journey.
Each video should be guided by key strategic questions:
- What is the video’s objective?
- What content does it cover?
- What tone does it take?
- How long is it?
- What format does it follow?
Based on the answers to these questions, different video marketing strategies will suit various videos.
Video marketing strategies along the buyer’s journey
Video marketing strategies vary in purpose, budget, format, and platform. Here are three versatile video marketing strategies that can reach almost any buyer persona:
1. Leveraging trends for greater reach
Social media, more than any other channel, enables brands to capitalize on trends. Video trends are particularly strong on platforms like YouTube, Instagram, and TikTok. For trend-focused video marketing, speed is essential. Trends come and go quickly, requiring the social media team to respond swiftly to align trends with the brand.
A trend could be:
- A specific video format,
- A popular sound,
- Or a hot topic featured in the video.
It’s essential that the trend fits the brand or solution to keep the video authentic. The trend strategy is especially valuable for customer acquisition, as trends generally boost reach. Simply put, more potential customers become aware of your brand.
2. Building social proof with user-generated content
Another effective approach to attract new customers is through user-generated content (UGC). This video format offers genuine insights as smaller creators share their experiences with your solution, serving as brand ambassadors.
The social proof here is powerful: because the video content doesn’t come directly from the brand, buyer personas like Sam tend to trust it more. Plus, UGC allows brands to reach new audiences who might not be following the company’s main profile.
3. Offering high-value content with explainer videos
Content-driven strategies are particularly effective for retaining current customers or for potential customers who are close to making a purchase. At this stage, they just need a final push to make a decision. Sam, for instance, is no longer deciding whether they need your solution but is instead assessing its benefits. These buyer personas, as existing customers, are in an information-driven phase.
Explainer videos excel in these situations. In a Wyzowl survey, 96% of respondents reported watching an explainer video to learn about a product or service, and 89% purchased a solution as a result.
Winning and retaining customers with video
With simpleshow video maker, creating these kinds of videos is easy and effective. The process is simple: input key information, such as content, target audience, length, and format, into simpleshow video maker before you start scripting.
The embedded AI generates a video script based on this information, while AI-driven visuals select suitable images based on keywords. Now all that’s left is a few finishing touches: choose the soundtrack, decide on captions, and your video is ready. This approach empowers you to effectively persuade any customer to buy (or buy again)! Whether it’s an explainer or brand video, your customers will love the final product. So, get started and create your first video with simpleshow video maker!
