Video plays a key role in how people discover and connect with brands. In 2025, it’s expected to account for more than 82% of all consumer internet traffic. People are watching videos every day, on every platform. The real challenge is making sure they’re watching yours and that it’s driving results.

Creating videos is easy. Turning them into something meaningful for your business? That takes strategy. Many companies publish video content without a clear plan, and as a result, they don’t see much return.

This guide is here to help you fix that. We’ll walk you through how to build a video marketing strategy that’s practical, clear, and focused on outcomes. One that helps you connect with your audience, support your goals, and get the most out of every video you create.

The strategic foundation: before you hit record

Define your “why”: setting clear goals and KPIs

Every video should serve a purpose. Before you start writing a script or picking a camera, decide what you want to achieve and how you’ll measure it.

Here are some typical goals, along with metrics that can help you track progress:

Brand awareness

Here you can track views, reach, impressions, and brand mentions.

Audience engagement

Look at likes, shares, comments, watch time, and retention. These metrics are key to understanding if your audience is resonating with your content or not.

Lead generation

Focus on click-through rates, form submissions, and content downloads. You’ll want to create content that includes CTAs and explains why they should care about you and your products.

Sales and conversions

Monitor conversion rates, product page visits, and video-assisted purchases.

When your goals are clear, your messaging, format, and distribution plan become easier to define.

Know your audience on a deeper level

Good videos speak to someone specific. To create that kind of connection, you need to understand who you’re trying to reach and what they care about.

Start by asking:

• Which platforms do they use most? Are they watching content on TikTok, YouTube, or LinkedIn?
• What problems are they trying to solve?
• What tone fits best? Casual and informal, or direct and professional?

These insights shape everything from the length and structure of your video to how you deliver your message.

Crafting your message and the power of professional audio

Video quality is more than just about what people see. What they hear matters just as much.

Poor audio (like echo, noise, or unclear narration) can cause viewers to lose trust and stop watching. A well-recorded voice not only improves clarity but also sets the tone and personality of your brand.

If you want to ensure your message comes across clearly and professionally, working with a voice over agency can be highly beneficial. GoLocalise, for example, gives you access to trained voice actors who know how to deliver content with the right tone and pace. It’s a simple upgrade that often has a big impact on how your video is received.

The creative blueprint: what to create and how

Choosing the right video formats for your funnel

Every viewer is in a different place. Some are just discovering your brand, while others are already comparing solutions. Your video content should match where they are in that journey.

Here are common formats to consider at each stage:

Top of funnel (awareness)

You can use short videos like Reels or YouTube Shorts, brand overviews, or educational content to introduce your brand and grab attention.

Middle of funnel (consideration)

This is a good time to share product demos, case studies, or explainer videos that show how you solve specific problems.

Bottom of funnel (decision)

Help people feel confident choosing you. Testimonials, personalized videos, or short introductions to your team or company culture often work well here.

Each format plays a role in guiding your audience forward. The key is to keep things relevant and focused on what they need at that moment.

The art of storytelling & scripting for engagement

To keep people watching, your script needs to follow a structure that respects their time and attention.

A simple approach is:

• Hook: Get their attention within the first few seconds
• Hold: Stick to one message and stay clear throughout
• Payoff: Offer something useful and include a clear next step

Use natural, conversational language; nothing too scripted or polished. Talk the way you’d explain it to a colleague or client. And always include a call to action, even if it’s small. Give the viewer something to do next.

Production essentials for a high-impact look

You don’t need a full production crew. But you do need to get a few basics right.

Here’s what to focus on:

• Lighting: Use natural light or simple three-point lighting to create a clean look
• Stability: A tripod or small gimbal keeps the image steady and avoids distracting shake
• Composition: The rule of thirds helps frame your subject in a way that feels balanced and visually appealing

If editing is holding you back, there are tools like Descript or Runway that use AI to simplify things, like adding subtitles, removing filler words, or cleaning up transitions. These tools can help you save time and still deliver solid results.

Amplification and analysis: maximizing your reach and ROI

Beyond “publish”: a smart distribution strategy

Creating a great video is only the beginning. To get people to watch it, you’ll need a plan for getting it out there.

Here are a few things to include in your process:

• Upload directly to each platform where your audience is active
• Add the video to your newsletter
• Embed it in blog posts and key pages on your website
• Run a targeted ad campaign to reach specific viewers
• Clip short sections to repurpose for Stories or follow-up posts

You don’t want to simply post once and move on. Instead, you can use your video in several places so it keeps working for you.

Video SEO: helping your audience find you

If you want your videos to show up in search results, you’ll need to optimize them just like any other content.

Here’s what helps:

• Include your main keyword in the video title and description
• Add relevant tags and hashtags
• Design a clear, engaging thumbnail
• Add subtitles and transcripts for accessibility and search indexing
• Use time-stamped sections for longer videos to improve viewer navigation

These details make it easier for people to discover your content and stay engaged.

Measuring what matters: tracking your performance

Once your video is live, check if it’s doing the job you created it for.

You can track results with:

• YouTube Studio for views, retention, and click-throughs
• Meta or LinkedIn insights to see reach and engagement
• Google Analytics to measure traffic and conversions from embedded videos

Instead of watching vanity metrics, focus on the ones that tie directly to your business goals. Then use what you learn to improve your next video.

Wrapping up

If you want video to support your business growth, it needs to be part of a larger plan, not a one-off effort.

That plan starts with knowing your goals and audience, creating content that fits their needs, and sharing it in ways that get results. The more intentional you are, the more value you’ll get from every video you make.

So if you’re thinking about your next video, forget about just hitting record and hoping for the best. Start with a strategy, and let that guide everything that comes after.