How to Build a Video Marketing Strategy That Actually Works

If you’re reading this, chances are you’ve already made at least one video that didn’t exactly “change the game.” Maybe it sat on your website quietly collecting dust. Maybe it got 34 views—half of which were you double-checking if it was still playing.

Good news: it’s not your fault. Most businesses skip straight to “Let’s make a video!” without ever building a video strategy. And yes, there’s a difference.

Here’s how to build a video marketing strategy that actually works—no guesswork, no wasted budget, and no more videos that disappear into the internet void.

1. Start With One Clear Goal (Not 12)

Want a video that increases sales, improves hiring, explains your product, entertains customers, and maybe even cures world hunger?
Yeah… pick one.

A great video does one thing extremely well.
Do you want new leads? Easier onboarding? A stronger brand story? Better training? Your goal determines everything that comes next—so choose wisely.

2. Know Exactly Who You’re Talking To

Your audience is not “everyone.”
(Unless you’re selling oxygen, in which case congrats on your profit margins.)

Be specific:

New customers
Loyal customers
Investors
New hires
People who don’t know they need you yet
People who think they don’t need you but actually really do

The more specific you are, the more effective and targeted your video will be.

3. Decide Where Your Video Will Live

Different platforms = different expectations.

Website → polished, informative, high-quality
Social Media → fast, catchy, scroll-proof
Email → short and direct
Recruiting platforms → authentic, human, story-driven
Trade shows → bold visuals, no sound, grabs attention immediately

If you want your video to work, it needs to be designed for where it will live—not squeezed into every platform like it’s wearing jeans straight out of the dryer.

4. Craft a Message People Actually Care About

People don’t want a list of your features.
They want a reason to care.

Focus on:

What you fix
What you improve
What you make easier
What makes you different
What makes you the obvious choice

If it sounds like an elevator pitch and not a bedtime story, you’re doing it right.

5. Produce With Intention (This Is Where We Come In)

Quality matters. A shaky iPhone video might work for your cousin’s TikTok, but your business deserves better.

A professional production team:

Tells your story clearly
Makes your brand look credible
Saves you time
Avoids amateur mistakes
Makes sure your video actually accomplishes the goal you chose in Step 1

Plus, we’re fun to work with. (Or at least that’s what our clients say. And our moms.)

6. Publish, Promote, Analyze, Repeat

A video strategy is not:

“Post it once and hope for the best.”

Instead:

Get your video online
Promote it across all relevant platforms
Track results
See what’s working
Make more videos that repeat the success

A single video is nice. A video ecosystem is unstoppable.

Final Thoughts

A video without strategy is like a car without gas—you might look good, but you’re not going anywhere.
The good news? With a clear plan, the right message, intentional production, and a little consistency, video can do incredible things for your brand.

If your business is ready to build a video marketing strategy that actually works…
well, we’re right here. Ready when you are.