Without a strategy your video projects will struggle to connect to your audience and make a difference to your business. This is a quick guide on how to create your own video strategy for more effective video marketing.

1. ON VIDEO
STRATEGY
A M I N I B O O K B Y A P R I C O T
P A R T I I : H O W T O C R E A T E O N E
O

2. O
To create a video strategy, we must first focus on a single,
valid goal. We do that by diagnosing our business.
QUESTION:
What's the one thing that would help the most in terms of
the growth of the brand?
If the answer isn't obvious, analyse your sales and
marketing funnel for clues.
For example, it could be that brand awareness is low or you
want to grow your brand share of voice against a competitor.
STEP 1: Diagnose + Set Goal

3. O
On the importance of focusing on a single goal...
“Welding a JCB to a Ferrari
doesn’t make a vehicle that
can dig roads at 200mph.
It makes something that
does neither.”
DAVE TROTT
PREDATORY THINKING

4. O
Next we understand our audience.
We don't just define them as a demographic, but dig into
psychographics; worldviews and beliefs.
By using empathy to see the world from their point of view it
enables us to create video content that's far more likely to
connect and engage. If we do this, they're more likely to
consider us.
Without consideration, there is no sale.
We don't make great work that impacts an audience by
accident.
STEP 2: Know Your Audience

5. ONow we must define our guiding principle or position.
To do this, we should ask: What must be true in order for you
to hit your goal?
Continue for an example...
STEP 3: Define Guiding Principle/Position

6. O
EXAMPLE:
Coca Cola wanted more people drinking Coke (goal).
Their guiding principle was:
To persuade the mass market that coke was part of the
culture that made them happy, and that everyone else was
drinking it.
If they succeeded in convincing the mass market that Coke
was part of the culture that made them happy and everyone
was drinking it, do you think they'd sell more Coke?
There is no doubt.
STEP 3: Define Guiding Principle/Position

7. O
Defining this principle or position will help us choose the
best tactics to hit our goal.
Rather than waste time and money on random tactics, Coca
Cola now had a guide for what tactics to employ.
Tactics without strategy are random and harmful to a brand.
Tactics based on strategy are steps towards your goal.
STEP 3: Define Guiding Principle/Position

8. O"The essence of strategy
is deciding what you will
not do."
MARK RITSON

9. O
Channels (social, TV, print) are the pipes that connect brands
to their audience.
What we put through the pipes determines our overall
success.
As does choosing the right pipes to focus on.
We now define the best channel(s) that will connect us to
our audience.
Putting these steps together will be the kernel of a workable
strategy and help your video content stand out and connect
with your audience.
STEP 4: CHANNELS

10. THANK YOU
FOR READING.
M I N I B O O K O N E M P A T H Y & B R A N D S T O R Y T E L L I N G
C O M I N G S O O N
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