Why You Need a Killer Video Marketing Plan

Video strategy - killer video marketing plan.
Larry Lubin   Tue January 01, 2019

Any marketer who is looking to make an impact online in 2019 needs to develop a sound video marketing strategybut you already knew that.

Why You Need a Killer Video Marketing Plan

Throughout 2018, we continued to see brands publish more video content online in an attempt to keep up with the growing customer demand for videos.

However, not all video marketing efforts will add value. You’ve likely been turned off by videos that came off as “too salesy”, those which quickly lost your interest, or those that take what seems like an eternity to load. These videos are typically the result of a marketing strategy that wasn’t well thought out.

If you’re looking to create engaging content that will add value, you need to first develop a well-rounded strategy.

Where to begin?

For creating the best possible customer engagement in today’s digital landscape, it’s clear that video is the answer. It’s about time your brand starts taking video seriously.

So where to begin? To truly stand out from the competition and create engaging video content, you need to first create a sound marketing plan.

Today, we’ll dive into what it takes to create a great marketing strategy that will truly make an impact this year. Before you press record on a camera, it’s crucial that you ask yourself and your team some of the following questions.

1. What goals are your videos going to achieve?

How is your video content going to create ROI for your company? Are you looking to create more brand awareness? Drive traffic to a product or service page? Educate a certain demographic about your products?

It’s important that you communicate goals with all the team members you’ll be working with on your video marketing strategy. In every video you publish, your team should know:

  • Who you’re trying to reach with your content.
  • What the audience should take away.
  • How to measure the success of the video.

Every new video that your company releases should be created with the intent to achieve your marketing goals.

2. How is your content going to resonate with the consumer?

How well do you know your target consumer? Every broad target audience can be broken up into several personas, each with their own unique needs and desires. When creating your video content roadmap, it’s important that the videos you create are targeted to different marketing personas. If all of your videos focus on one broad target audience, you may alienate a segment.

For example, if you are advertising a new group savings plan, you would need to target anyone who could influence or make a purchase decision. This includes CEOs and senior HR members. The people in each position are looking for a group savings plan for different reasons. They also have their own unique concerns and obstacles they must overcome before recommending or purchasing a product. Find out what those challenges are and speak to them through your videos. Show them that your software can address their specific concerns and obstacles.

3. How is your brand going to be represented?

Your brand has its own unique identity. How is that going to come across in the videos you create? Are people going to remember your brand after they view the video?

Before you send a creative brief to a video production company, it’s important that you include things like your brand’s tone, image, and how you want your company to come across. The more detail you are able to provide, the more likely the production company is going to nail it.

4. What type of videos are you going to create?

There are several different types of videos that you can create. Some types may be better suited for certain strategies.

For example, explainer videos are a great way to engage with people who are aware of your company, but they might need a little help explaining exactly why your product or service is essential for them.

Interactive personalized videos are an effective method for increasing customer engagement and retention. By leveraging existing consumer data, you can create unique videos that can better speak to their current needs.

So are your videos going to be animated, feature interviews, tutorials, live streams, or whiteboard animations? Explore the different types of videos that you feel are best for communicating your brand’s message.

5. How will your content be distributed?

Once you know your customer inside and out, you need to be able to identify where each of your marketing personas live and breathe online. You need to know where they get their news, their favorite websites, and what type of videos they watch online. Your videos should live wherever your audience goes.

In the earliest days of video marketing, marketers could get away with publishing on YouTube and promoting on Facebook. In 2019, videos will be used at virtually every customer touchpoint. From the first impression, through to the final conversion, to the kind of email you send a year later reminding your customer to renew their membership.

Here is an example of a few platforms where you should consider distributing your video content.

  • Email Campaigns
  • Social Networks (Facebook, Twitter, Instagram, etc.)
  • Your Blog Channel
  • Your Website
  • Microsites and landing pages
  • Paid ads/Promotion
  • Forums/Social Groups
  • Account statements

6. How is the effectiveness of your video marketing strategy going to be measured?

There are several metrics made available to video marketers that can measure success. Depending on the goals you’ve outlined, you may need to prioritize some metrics over others. Here are some of the key video statistics you should check regularly.

Play Rate

Play rate measures the number of visitors on a particular page that actually clicked play on your video. This is important for measuring how relevant or enticing your video is on-page.

A low play rate could mean that you need to change your teaser image or better describe what the video contains. Rearranging the video on your landing page or making the video more prominent can also help improve your play rate.

And don’t forget your video’s optimization for specific browsers and mobile devices. If technical issues such as frame size are incorrectly formatted, then a video can look distorted on mobile screens, prompting viewers to ignore it.


If your goal is to create a viral video, then this statistic is paramount. However, in many cases, marketers overvalue this metric. As long as your video is making an impression with your target and generating a decent amount of leads, your campaign is effective.

Time on Video

Are users turning off your video after a few seconds of viewing it? If that is the case, you can try to determine why your audience is finding the content irrelevant or uninteresting and make changes from there.

Another aspect to consider here is video length. In general, videos with longer run times have a higher risk of breaking customer engagement. The opposite can be true as well. A video that’s too short for the given format, platform or content can leave viewers unsatisfied.

The key takeaway here is that time on video metrics can provide you with insights on not just your video’s content, but also its presentation and length (which influence engagement).

Click-Through rate (CTR)

The CTR measures the percentage of viewers who took action to learn more about your product or service after watching the video. If your CTR is low, you may want to optimize the content, change the call to action, or rethink where your video is displayed.

Conversions with Video Views

How effective is your video in the customer sales cycle? Are customers with multiple video views converting more than customers with just one? This is a great metric to look at to determine what effect your videos are having on conversion rates.

Engage Your Audiences With Interactive Personalized Video Content

Elevate your brand’s marketing efforts with interactive and personalized video with BlueRush’s IndiVideo platform. With IndiVideo, you can personalize your entire customer experience. Personalized videos can be used to engage your customer from the time they are a prospect, to a lead, to a customer, and a returning customer.

See how IndiVideo by BlueRush works below.

For more insight into how interactive personalized video marketing can work for your business, stay tuned to our blog.

About the author: Larry Lubin

As original founder, Chairman and CEO of Fitech, now part of CGI, Larry began innovating in sales, software development, and financial services. Many leading applications for Financial Institutions including the Reality Check™ series for Scotia Bank were developed by Larry and his Fitech team. 

His vision of an optimized and fully integrated sales and customer experience that leverages the power of technology is at the heart of every solution today. 

In September of 2003, BlueRush was created with the mission to create the ultimate customer experience. BlueRush currently works with many of North America's leading financial services, healthcare and consumer packaged goods companies.


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