Optimize Your Brand Leveraging Strategy Through Video Marketing

Recent statistics from Hubspot indicate that 43% of people say they want to see more video content from marketers. Furthermore, according to a Forbes article, by 2019 video will “claim more than 80 % of all web traffic.” With these statistics in mind, it’s clear that the best way to optimize your brand leveraging strategy is through video marketing.

Those who use videos to promote their business will be on target for attracting consumers, and thus, business owners should be motivated to use this medium as a part of their video production marketing strategy. Here are our five best tips to optimize your brand leveraging strategy using video marketing.

1) Utilize Video to Discover Your Audience

Before you can begin the process of delivering an awe-inspiring video for your audience, you need to understand who your audience is. Discovering the habits, trends, and desires of your target audience will help shape what type of video production you need. 


First and foremost, you want your video to be relevant to your audience. One way to understand your audience better is to develop buyer personas based on what type of people will be using your products and services. This is accomplished by researching the typical consumer for your business and then identifying their:

  • Role
  • Pain points and problems
  • Desires

Once you have your buyer personas, you can create a more focused strategy. Another way to figure out characteristics of your audience is by surveying current and past customers.

2) Use The Buyer’s Journey to Define Your Video Marketing

Not everyone who visits your website will be in the same place along the buyer’s journey. Some people may be in the awareness stage looking for information about your industry, while other people who visit your website may be in the decision stage or in the consideration stage. The point is, they are not looking for the same information.

Some consumers need general information, while others need information to help them make a decision. Your video marketing strategy needs to address all aspects of the buyer’s journey.  For example, the video you put on your homepage should differ from that which is on your landing page. By doing so, you make sure your business’s brand leveraging strategy is as efficient as possible.

3) Create Videos Relevant to Your Audience

Once you understand who your consumers are and where they are on the buyer’s journey, you can begin creating relevant content. Some ideas include:

  • Testimonials
  • Introduction to your business
  • How to’s
  • A day in the life
  • Advice and tips

Producing high-quality, relevant videos on a consistent basis will attract leads and help convert prospects. In fact, according to Forbes, having such video marketing on your website will improve click-through rates by 200 – 300%.

4) Deliver Your Video Marketing to The Best Platforms

Once you have your professionally produced videos ready, it’s important to deliver them to the appropriate social media platforms. You want to post to the platforms that are best suited for your content and your audience. 

For example, take into consideration the type and length of video you are posting before deciding what social media platform to use. In addition, determine where your buyer personas frequent so that you will be posting to the platforms that are more likely to reach them. By experimenting with different platforms, you can discover where the majority of your traffic is coming from.

5) Use Your Brand Leveraging Strategy to Establish Yourself as a Leader

By posting regularly and consistently to the right platforms, you build up your reputation as a thought leader in your industry. People will come to expect your video blogs and rely on them for industry information. This is a critical step in establishing your brand as a leader.