Beginner’s Guide: Building Your Own Video Marketing Strategy

Authors: Samantha Crist & Ryan McClain, Blue & Co. LLC

In a world where attention spans are getting shorter and shorter, it’s no surprise that many B2B organizations are turning to video marketing to better connect and engage with their target audiences.

It should also come as no surprise that this shift toward video marketing delivers measurable results, and the following statistics underscore how impactful video has become.

• People watch an average of 19 hours of online video per week (WYZOwl, 2022)
• 88% of people would like to see more videos from brands (WYZOwl, 2022)
• 65% of viewers will watch a business-related video to the end if it’s under 60 seconds (VidYard, 2023)
• Videos can boost your website’s organic traffic by 157% (MonsterInsights, 2022)
• 69% of businesses got more leads with video content, while 54% boosted sales (SERPWatch, 2022)

But knowing that video marketing can be a successful marketing strategy for your firm, how do you implement it? Let’s dive in.

Step One: Determine the Scope of Your Investment in Video Marketing & Ensure You Have Proper Equipment

Whether your firm is large enough to dedicate resources to an internal video studio or if you’re testing the waters and building your case for expansion, video marketing is accessible at all pricing levels.

Luckily the only item you truly need is some sort of camera (either a phone camera or DSLR) but if you want to take your video to the next level, consider purchasing a lighting kit and microphone too.

Not sure where to start? Visit linktr.ee/studiob1ue to download a low, medium and high video equipment shopping list.

Step Two: Identify Content with High ROI Potential

Once you have your equipment, it’s time to figure out what you’d like to film.

One of the easiest ways to do this is by using tools such as Google Analytics or Google Search Console to determine what pages on your website are driving the most overall traffic to your site.

Using these insights, you can determine the most significant opportunities for video content and begin drafting your script. Best practices suggest that your video should be under five minutes, so target a script with less than 750 words.

IMPORTANT: To gauge the success of your video marketing efforts, make sure to document the average traffic for the last three months and the current time on page. These will be the two key metrics that you can look back at later to determine the overall success of your video marketing efforts.

Step Three: Film, Edit & Promote!

Once you’ve written your script, it’s time to identify your talent, film, edit and promote!

When filming, the three most important aspects to focus on are:

• Framing – How the person is positioned in front of the camera, and if they are distanced enough from the background.
• Lighting – How well is the person lit.
• Sound – How good is the audio quality.

These three factors will elevate your video quality and help better engage your audience.

There are many great tools out there to help with editing, including Canva, iMovie, Adobe Premiere Pro and Davinci Resolve. There are also a variety of free tutorial videos that can help you get started if you’ve not worked with either platform.

CTA: Looking for filming and editing best practices and tips? Purchase the AAM Summit recordings to access the session Creating Better Videos: Video Production for any Skill Level to learn best practices on framing, lighting, audio and editing!

Once your video is ready to be released into the world, embed the file into your webpage, and push it out on social media. Investing in tools like Vimeo or VidYard can also prove to be helpful because they allow users to embed forms in the middle of their video content.

Conclusion

Now that your video is out in the wild, it’s time to measure and track its success and start on your next project!

The real value of video marketing comes not just from a single piece of content, but from the momentum you build over time. Pay close attention to engagement metrics, audience feedback and conversion rates to refine your approach over time.

Remember, each video is a chance to learn more about what resonates with your audience and to tell your firm’s story in a way that’s clear, human and memorable.

Keywords:

Video production

Video marketing

Video marketing for the accounting industry