Business
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June 3, 2025
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7 min
A proper strategy will not only boost engagement, drive more leads, and increase conversions, but also help you create content more efficiently.
Keep reading to discover a video marketing strategy that works, plus the steps to craft your own tailored plan. Let’s dive in!
A video marketing strategy is a structured action plan designed to support your broader marketing goals. For web and software development agencies, these goals usually include:
An effective strategy relies on different types of videos to catch your target audience’s attention, educate them, and convert into clients.
The strategy usually includes a central document that outlines:
This can be as simple as a Google doc or Notion page. For visual mapping, I’d recommend using tools like Miro clearly present the structure of your funnel and content plan.
This strategy should be reviewed and updated quarterly as your goals, audience needs, or sales cycles evolve.
Without a documented strategy, agencies often end up producing random videos that aren’t aligned with key goals. This leads to wasted time, budget and minimal return.
With so many video types and video platforms, it’s easy to get lost. That’s why before creating any videos, you need to set clear goals. This will allow you to track progress, reiterate over time, and stay aligned with business outcomes.
Think of your goals as your North Star. Whenever you feel a bit lost, revisit them to realign your efforts.
Now, you’ve probably heard of goal-setting technique called SMART, which stands for:
Let me give you an example of a SMART goal for video marketing:
This same framework can be used to set objectives for your other video goals like raising brand awareness, boosting conversion, etc.
If you’re already running an agency, you likely have a good sense of who your Ideal Customer Profile (ICP) is. But if you haven’t clearly documented it yet, now is the time.
You’ll want to define key attributes like:
The best way to gain insights is by talking to the market. Start with your current clients because you already have established relationship with them.
To avoid making these chats feel like interrogation, I’d recommend reading The Mom Test, it’s an amazing book on how to ask better questions and get honest answers.
On the other hand, you can do “passive” research where you just collect data through:
The better you know your target audience, the better content you’ll be able to produce. Each video will feel like it was made just for them.
It’s not enough to understand your target audience, you also need to know who else is competing for their attention and how they’re doing it.
A thorough competitor analysis can reveal gaps in the market, strategic opportunities, and help you differentiate your video content. Start by evaluating both their high-level positioning and the tactical details:
Document your findings and look for patterns. Are they all missing a specific funnel stage? Are none of them using thought leadership or case study videos? Do they have eye-catching YouTube thumbnails? These gaps could be where your agency makes a strong play.
Pro tip: Once you have all the data, you can use Perplexity or ChatGPT to help summarize your findings or even generate ideas based on competitor weaknesses.
If you’ve produced videos in the past, it’s crucial to audit them. Evaluate their current performance, identify weak points and extract insights for improvement.
We usually split audits in 3 phases:
Several tools can assist you in this process. Almost all video platforms (YouTube, Instagram, LinkedIn, Wistia, Vimeo etc.) have integrated analytics that can show you engagement throughout your videos.
Browser extensions like ViewStats can give you extra insight into your (or competitors’) YouTube videos.
A content funnel is a strategic framework that guides potential clients through the buying process, from awareness to conversion. Each stage of the funnel serves a different purpose, and your video content should be tailored accordingly.
Here's a breakdown of a typical 3-stage video funnel:
It’s important to note that you don’t need to be producing all these videos for every funnel stage. Usually selecting 1–2 key videos per stage is enough to generate results.
The real power comes when these videos work together. For example, a short-form video on LinkedIn drives a viewer to a longer YouTube video, which links to your landing page with a VSL and case studies. This creates a smooth path to conversion.
Once you've decided on the types of videos you need for your strategy, it's time to figure out how you’ll actually produce them. There are three main components here: scripting, recording and editing.
You don’t need a full word-for-word script, having a bullet point outline is often enough to maintain clarity and flow.
Creating videos is just the beginning. To maximize results, you need to track performance, analyze what’s working, and continuously iterate.
Here are key metrics to pay attention to depending on where you distribute your videos:
Pro tip: Use UTM links on your CTAs to track exactly where leads are coming from.
Most platforms have built-in analytics dashboards (YouTube Studio, LinkedIn Analytics, Wistia, etc.). Use them regularly to identify patterns.
You can also go a step further:
Based on what the data shows, double down on what’s working and drop what isn’t. In the beginning stages, I recommend experimenting with various types of videos to determine which ones work best for your business.
A well-crafted video strategy isn’t just a luxury - it’s the growth engine for B2B companies that are producing content. From building awareness with LinkedIn content to closing deals with testimonials, every stage of your funnel can be powered by the right kind of video.
Now, you’ve got the know-how, it’s time to put it in action. We’re happy to help with that. Get in touch and let’s build a video marketing strategy that actually delivers results.
Let’s discuss how we can work together in a free 30-min consultation call.
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