Consumers can’t get enough of video. According to Zenith, the average person now spends 84 minutes a day watching online video — and marketers are scrambling to keep up.
No surprise then that 87% of businesses now use video marketing, with 83% reporting a strong return on investment.
But here’s the thing: it’s not enough to just make a video, post it, and hope for the best. For your video marketing to actually move the needle, you need a strategy that supports every stage of the customer journey — from awareness to retention.
So what does a successful video marketing strategy look like?
It’s built on these four key pillars.
1. Awareness: Get on your audience’s radar
At this stage, your audience doesn’t know you yet — but they’re out there, scrolling, searching, and maybe dealing with the very pain point you solve.
This is where branded content, explainer videos, and “how it works” videos shine. Keep it light on detail, big on value, and laser-focused on solving a problem your audience cares about.
Think:
- Brand videos for social and YouTube pre-roll
- Short, punchy explainer videos on your homepage
- Top-of-funnel video ads with a clear emotional hook
Your goal here? Be seen. Be remembered. Be helpful.
2. Consideration: Educate, don’t oversell
Now that you’ve got their attention, it’s time to build trust.
Leads in the consideration phase are comparing options. This is your chance to provide real value — without diving into hard-sell territory. Think of yourself as the helpful guide, not the pushy salesperson.
Content that works well:
- Industry insight videos
- Thought leadership pieces
- How-to and demo videos
- FAQ videos that address common concerns
This kind of content doesn’t just inform — it positions your brand as the expert.
3. Conversion: Nudge them across the line
Your lead is warm, interested, and almost ready to say yes. Now’s the time to show social proof and eliminate last-minute hesitation.
The MVPs here are:
- Customer testimonial videos
- Product walk-throughs
- Case study videos
- Before-and-after or results-focused stories
A great conversion video doesn’t just show what your product does — it shows how it changes someone’s life (or at least their workday).
4. Retention: Don’t ghost your customers
This is the stage most businesses forget — but retaining existing customers is often way more cost-effective than acquiring new ones.
Use video to continue the relationship:
- Educational follow-ups
- Product updates or new feature launches
- Company culture videos that build brand loyalty
- Customer-exclusive video content via email (EDMs, nurture flows)
Video here helps reduce churn, increase engagement, and keep your brand top-of-mind long after the sale.
Final word: Test, track, tweak, repeat
Like all things in marketing, your video strategy should evolve. Keep a close eye on your performance analytics:
- Are people watching your videos all the way through?
- Are they clicking your CTA?
- Are the right people even seeing your content?
If something’s not working — change it. (Your next great result could be one A/B test away.)
Need help with your video marketing strategy?
We’re We Know Video — a trusted video production agency based in Sydney, helping brands across Australia and overseas bring their content strategies to life with high-impact video.
From content planning to production to distribution, we’ve got your whole video funnel covered. Get in touch with our Sydney video production team and let’s build something that works hard for your business.
