What Is a Video Strategy?

Put simply, a video strategy is a plan that outlines what videos you create, who they're for, why you're making them, and how they’ll be used to drive business growth.

It’s about being intentional. Instead of “We need a video,” you’re asking, “What’s the purpose of this video, and what result do we want from it?”

Strategy in Action:

We once created a campaign for a client that wasn’t just for show. It was crafted to build trust, address objections, and drive sales whilst being emotionally engaging and resonate on a deep level with the audience. That one strategic campaign helped them £60,000 in a few weeks. Not because it looked flashy, but because it was well thought out, planned and executed.

Ask These Questions Before You Film Anything

If you want your video to work for your business, you need to get clear on a few key things first:

1. Who is the video for?

People who are only just hearing about you? Existing customers? Potential staff? Your audience will shape the content and tone.

2. What’s the goal?

Be specific — do you want to generate leads, educate, increase trust, or close sales?

3. Where will it live?

A video for your homepage will be very different from one for Instagram or LinkedIn. Platform influences style, length, and format.

4. What action do you want viewers to take?

Every video should have a clear call to action — even if it’s just to keep watching the next piece in the sequence.

Match Your Video to the Customer Journey

A strategic video should slot into your existing marketing and sales funnel. Here's a quick breakdown of what types of videos work best at each stage:

🎯 Awareness

• Brand story videos - capture your audience with emotion and story. Create content that depicts your values and makes your audience think “These people are just like me”
• Eye-catching social teasers - creative short ideas that can get the attention of new audiences released consistently can keep you front of mind.
• Value-packed tips or “how-to” shorts - helping people understand quickly how your product or service can help improve the life of your ideal customer.
• Behind-the-scenes or meet-the-team/company culture can go a long way to making your business or brand seem genuine and personable.

🔍 Consideration

• Case studies - Showcase transformation. What was life like before (painpoint), what was the solution, what is life like since.
• Testimonials - Genuine testimonial videos from genuine customers can go a long long way to providing social proof and building trust. There are some handy tools to get this done - get in touch with us and we can talk you through it.
• Service explainer videos - Getting you and your staff in front of camera to help explain how things work, addressing objections is a great way of showing authenticity and personality which in turn will help your audience connect with you on a deeper level.
• Problem/solution breakdowns

✅ Decision

• Deep-dive product demos
• Personalised videos for prospects
• Customer success stories
• Case Studies

💙 Delight

• Onboarding and welcome videos
• “Thank you” videos
• Videos that will make the process of using your product/service/experience as easy as possible.

When your video content supports the whole journey, you stop losing potential customers between stages.

Don’t Just Measure Views — Track What Matters

Vanity metrics like views and likes don’t always reflect success. Instead, focus on:

• Lead generation – Did it result in enquiries or sign-ups?
• Conversion rate - are your videos moving prospects through the customer journey
• Sales influence – Is your sales team using it during calls or follow-ups?
• Engagement time – Are people actually watching to the end?

Final Thought

A video without strategy is just noise. But with the right plan, video becomes a powerful business asset — one that builds trust, supports sales, and helps you stand out in your market.

If you’re ready to get more from your video marketing, start with a strategy. We’ve even made it simple…

👉 Download our One Page Video Strategy Blueprint
It’s free, clear, and will save you hours of guesswork.