How to Develop a Video Marketing Strategy for Midsized Businesses

Video marketing isn’t just for global giants or trendy startups—it’s an essential tool for midsized businesses looking to compete, connect, and convert. But without a well-thought-out strategy, your efforts could fall flat. Here’s a no-nonsense guide to developing a video marketing strategy tailored to the unique needs and challenges of midsized businesses.

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1. Define Clear Objectives

Before you hit "record," you need to determine what you want your videos to achieve. Are you looking to:

• Increase brand awareness?
• Drive traffic to your website?
• Generate leads?
• Educate your audience?
• Boost conversions?

Actionable Insight:
Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). For example, “Increase website traffic by 25% within three months using video content on social media.”

Example:
A midsized law firm used testimonial videos from satisfied clients to build trust and increase inquiries by 30% in six months.

2. Know Your Audience

Effective video content speaks directly to the needs, challenges, and aspirations of your target audience. For midsized businesses, this often means honing in on a specific niche or customer segment.

Actionable Insight:
Create audience personas to understand who you’re speaking to. Ask questions like:

• What problems are they trying to solve?
• Where do they consume content (e.g., LinkedIn, YouTube, Instagram)?
• What type of tone resonates with them—formal, friendly, or humorous?

Example:
A regional IT services company developed explainer videos tailored to small business owners, using simple language and relatable scenarios. The result? A 40% increase in inbound inquiries.

3. Choose the Right Types of Videos

Not all videos serve the same purpose. Consider incorporating a mix of these into your strategy:

• Explainer Videos: To simplify complex topics or showcase how your product works.
• Testimonial Videos: To build trust and highlight customer success stories.
• Product Demos: To help prospects understand the value of your offerings.
• Behind-the-Scenes Videos: To humanize your brand and showcase company culture.

Actionable Insight:
Map video types to different stages of the sales funnel. Awareness-stage prospects need engaging brand videos, while decision-stage leads respond well to case studies or testimonials.

Example:
A midsized manufacturing company created a behind-the-scenes video of their production process, boosting LinkedIn engagement by 50% while reinforcing their commitment to quality.

4. Leverage the Right Platforms

Where you publish your videos matters as much as the content itself. For midsized businesses, focus on platforms where your audience spends time:

• LinkedIn: Ideal for B2B businesses looking to build thought leadership.
• Instagram and Facebook: Great for B2C businesses seeking engagement and reach.
• YouTube: A must for educational or long-form content.

Actionable Insight:
Repurpose videos for multiple platforms. For example, a 5-minute explainer video on YouTube can be clipped into 30-second teasers for Instagram Reels or TikTok.

Example:
A midsized SaaS company repurposed webinar content into bite-sized LinkedIn videos, driving a 25% increase in software demo requests.

5. Create a Production Plan

Quality matters in video marketing, but you don’t need a Hollywood budget. Focus on:

• Compelling Scripts: Start with a strong hook and keep it concise.
• Professional Production: Partner with an experienced video agency to ensure your videos look polished.
• Consistency: Stick to a production schedule to keep your audience engaged.

Actionable Insight:
Develop a content calendar for video production and distribution. Allocate resources for shooting, editing, and promoting your videos effectively.

Example:
A midsized financial consulting firm partnered with a video agency to produce monthly FAQ videos, establishing themselves as industry experts and driving steady leads.

6. Measure and Optimize Performance

A strategy without measurement is just a guess. Monitor your video campaigns to understand what’s working and what isn’t. Key metrics include:

• Engagement Rates: Likes, comments, shares, and watch time.
• Click-Through Rates: How often viewers take the next step after watching.
• Conversion Rates: Leads or sales generated from video campaigns.

Actionable Insight:
Use tools like Google Analytics, YouTube Studio, or social media insights to track performance. Test different formats, lengths, and calls-to-action (CTAs) to see what resonates most.

Example:
A midsized fitness brand tested different CTAs in their video ads, ultimately finding that “Get Your Free Trial” outperformed generic CTAs by 35%.

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Why Video Marketing is a Must for Midsized Businesses

Midsized businesses are uniquely positioned to leverage video marketing. You have enough resources to invest in quality content, yet you’re agile enough to adapt quickly to trends. A well-executed video strategy can help you stand out from the competition, connect deeply with your audience, and drive measurable business results.

At The Courtside Group, we specialize in crafting video marketing strategies that deliver impact. Let’s work together to bring your brand to life through video and achieve your goals.