Video Marketing Strategy Worksheet
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Video Marketing Strategy Worksheet
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Company Name:Video Shoot Date:Time:
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Audience:
(Describe the target audience of your videos, including their key pain points and motivations to purchase your product)
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Characters:
(List the four characters that will be used in your videos, remember that your best spokesperson may not be your business leaders)
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Location:
(Choose a location that provides easy access for all your characters as well as quiet, visually interesting spaces that can easily be captured on video)
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Visual Concepts (B Roll Ideas):
(List ideas for visually demonstrating the concepts and key messages listed below)
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Overview Videos
(Primary video for communicating all of your key messages together)
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Overview videos provide visitors with a more complete snapshot of the messages that are key to their purchasing decision. These videos should help a person
to get a sense of what working with your company will be like. Focus on the aspects of your business that differentiate you from your competitors.
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Total Videos Produced: OneProduced Length: 2 MinutesBuyer's Journey Stage: _______________________
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Distribution Channels: (select all that apply)▢ Landing Pages ▢ Website Pages ▢ Social Media ▢ Email Marketing ▢ Blog Post ▢ Other ______________
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Defining Your Key Messages
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Your key messages should be focused and relevant to your customers.
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Key Message 1
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Key Message 2
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Key Message 3
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Choosing Your Best Characters
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Choose no more than four characters that are best suited to each of your key messages. Remember that the most interesting people
might not be your company leaders. Consider your clients, partners, or employees that are passionate about your product or service as well.
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Character 1
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Character 2
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Character 3
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Expert/Thought Leader
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Short Key Message Videos
(Cutdown from Overview Video)
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Key message videos are a great way to introduce different aspects of your product or service without expecting a visitor to watch a longer video too
early in their buying process. These videos will be cut down from the longer overview videos into small chunks that are easy to share in many locations.
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Total Videos Produced: ThreeProduced Length: 45-60 SecondsBuyer's Journey Stage: _______________________
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Distribution Channels: (select all that apply)▢ Landing Pages ▢ Website Pages ▢ Social Media ▢ Email Marketing ▢ Blog Post ▢ Other ______________
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Key Messages
These will automatically fill using the information from B11, B12, B13
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Key Message 1Key Message 2Key Message 3
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Characters
These will automatically fill using the information from B16, B17, B18
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Key Message 1Key Message 2Key Message 3
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Frequently Asked Questions Videos
(Short videos to attract new visitors/viewers)
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Frequently Asked Questions Videos are short, targeted videos tailored to the awareness stage of the funnel. These videos are useful in SEO and education of
new visitors that have never heard of your company or product before. Keep them short and to the point and avoid sales-heavy messaging about your product or service.
Focus instead on being geniunely helpful and providing answers to common questions and establishing trust with the viewer.
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Total Videos Produced: TwoProduced Length: 1 MinuteBuyer's Journey Stage: _______________________
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Distribution Channels: (select all that apply)▢ Landing Pages ▢ Website Pages ▢ Social Media ▢ Email Marketing ▢ Blog Post ▢ Other ______________
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FAQ Video One
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Topic/Concept/QuestionCharacter/PresenterCTA
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FAQ Video Two
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Topic/Concept/QuestionCharacter/PresenterCTA
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