A video strategy is now a mainstay of any modern marketing approach, but what are the essential steps, and how do you decide where to begin if you’re bringing a new product or brand story to market? Here, we break down the ingredients of a video strategy that actually moves the needle and the factors to consider before you invest in your next campaign.

The foundation: why video works

In today’s digital world, video is the clearest way to connect your brand and audience. It brings complex ideas to life, introduces your team, and puts a human face to technical services. As 96% of marketers say, video helps people understand products and services better. A staggering 89% of businesses are now using video as a marketing tool, and B2B sectors are catching up fast.

The research imperative

Before you start shooting, step back and do the groundwork. Research what type of video your market responds to. Interview your customers or run a short poll to see what content they find useful. Study your competitors’ video presence. A bit of insight reveals what’s missing and where you can have the biggest impact. Companies using video in email marketing report up to 300% more click-throughs. In technical fields, video is a key driver of brand recognition and recall.

Clarify your objectives

Why are you making a new brand film or series? Make sure you and your stakeholders agree on what you want to achieve and how you’ll measure it. Maybe you want to boost product understanding, lead generation, or website traffic. 90% of marketers say video marketing helps generate leads and spurs clear evidence of ROI, so set those benchmarks early!

Define and segment your audience

Effective video starts with clarity about who you want to reach. In B2B, this could mean mapping buyer roles, decision-making stages, or regional interests. Build out buyer personas: who is watching, what problems do they want solved, and which industry events or channels matter to them? The sharper your focus, the more relevant your videos will feel.

Shape your message

Every great video campaign begins with messaging. Take time to shape your brand’s story, USPs, and tone of voice in advance, just as you’d prepare a messaging matrix for a full campaign. Clear, consistent language matters, as do short, memorable phrases that work well in both short clips and longer explainers. The majority of B2B video marketers now use explainer videos, with 73% reporting them as their top-performing format in 2025.

Match the message to the channel

Channel selection isn’t set-and-forget. Think about where your audience spends time: LinkedIn is excellent for thought leadership and brand films, while your website is the place for longer demos and testimonials. Social videos should be quick, direct, and visually strong. Email marketing with embedded videos drives three times more clicks than emails without. A mix of short, engaging clips and in-depth explainers is ideal.

Build your assets around your website

Your company website should be the anchor for your video content. Make sure it’s easy to find, loads quickly, and features video content front and centre. Websites with video drive longer visits and better conversions. If the average time on site rises, visitors will remember your brand more clearly.

Measure, test, and improve

Once your campaign is live, measurement matters. Check your original objectives: did video boost engagement, leads, and time-on-site? Leading B2B marketers track everything from play rates to email responses, adapting messaging and formats for better future results. Continual testing, such as comparing video thumbnails, length, or calls-to-action, can sharpen results.

Ready to put video to work?

A clear, insight-led video strategy will help you get the most from your content investment and raise brand visibility in a competitive, technical sector. Wake Media supports clients through every stage of planning, scripting, producing, and distributing video content that delivers actual results.

If you’re ready to shape a smarter video approach, get in touch with the team and let’s make your story stand out.

Sources: Wyzowl 2025, HubSpot 2025, DemandSage 2025, Siege Media 2025, YansMedia 2025, SundaySky 2025.