Passed on 22 May, 2025
2. Video and your digital marketing strategy
In this lesson, we’ll explore how video marketing works, how it fits into your broader digital marketing strategy, and how you can use it effectively to reach your audience.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Identify effective video marketing strategies.Understand how video aligns with marketing goals.Plan a video strategy to reach your audience.
Learning objectives
By the end of this lesson, you’ll be able to:
Identify effective video marketing strategies.
Understand how video aligns with marketing goals.
Plan a video strategy to reach your audience.
What is video marketing?
Video marketing is a powerful medium in digital marketing today. It’s about using videos to promote your product, service, or brand, engaging your audience in a way that’s dynamic and memorable.
Key benefits of video marketing
Video marketing leverages the power of video content to connect with audiences in dynamic and engaging ways. It can be a high-level campaign video to build brand awareness, a how-to tutorial on YouTube, or a live product launch on Facebook. It can also be a short video like a behind-the-scenes clip on Instagram Stories or a TikTok entertainment trend. Whatever it is, video helps businesses and brands tell their story, showcase expertise, and engage with their audience.
Maximising video in marketing
Video is a valuable medium for the online marketer. So how can you make the most of it?
Video strategies
There are several ways to reach customers through online video.
Create a video and share it on social media and video-sharing sites where your audience is most active. Choosing the right platforms ensures your content reaches the individuals who are most likely to connect with it.
Aligning video with your goals
Nailing down your goals will help you decide the most effective way to use online video.
Why video marketing works
Video marketing offers various ways to reach customers—even without making your own videos. It’s a smart strategy because it engages audiences visually, builds trust, and boosts reach across platforms. To maximise impact, always align your video efforts with your marketing goals. Here’s how.
Showcase expertise to build visibility
Say you share vegetarian recipes and sell related ingredients (e.g., through affiliate marketing). As part of your work, you regularly create and perfect recipes, such as a vegetarian lasagna.
Create engaging content to attract attention
Create a step-by-step tutorial video of your lasagna recipe. This type of content can help build engagement and drive traffic to your website, online store, or social media platforms—depending on your marketing goals.
Use targeted ads to reach the right audience
If creating your own videos isn’t right for you, consider buying ad space on other cooking videos. You can select specific channels or types of content to ensure your ad reaches your target audience effectively. For more information on using paid video ads, explore theAdvertising on video sharingsites lesson, within thePaid marketing channelsmodule.
✅ ActivityHere are some steps to help you explore how video can support your marketing goals.Check the items off as you go.Reference the marketing goals you created earlier in theDigital marketing strategymodule.How can you make use of videos to achieve those goals?Do you need to produce video content, or could you simply advertise on other relevant videos?
Activity
Here are some steps to help you explore how video can support your marketing goals.
Reference the marketing goals you created earlier in theDigital marketing strategymodule.
How can you make use of videos to achieve those goals?
Do you need to produce video content, or could you simply advertise on other relevant videos?
Download PDF
Download PDF
Check your knowledge
You’ve explored the concepts. Now, let’s see how well you can use them in practice.You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
You must complete the knowledge check to move to the next lesson.
Question 1 of 1
Alvaro is launching a campaign for their eco-friendly DIY compost bins. They’ve identified three key goals for the campaign:Increase brand visibility.Build engagement with eco-conscious customers.Drive traffic to their online store.Based on these goals, which video strategies should Alvaro prioritise?
Increase brand visibility.Build engagement with eco-conscious customers.Drive traffic to their online store.Based on these goals, which video strategies should Alvaro prioritise?
Based on these goals, which video strategies should Alvaro prioritise?
Based on these goals, which video strategies should Alvaro prioritise?
Create and share a tutorial video demonstrating how to use the compost bin.
Use live streaming to host a Q&A about sustainable gardening.
Collaborate with influencers in the eco-friendly space to feature the compost bin.
Buy ad space for general cooking videos to attract a wide audience.
Submit
Submit
Yes.Creating a tutorial video increases visibility and engagement, hosting a live Q&A builds trust and drives traffic, and collaborating with influencers expands reach to a highly relevant audience.Although buying ad space is something Alvaro can consider, they have to ensure that it is on videos that can reach their target audience instead of general cooking videos.
Although buying ad space is something Alvaro can consider, they have to ensure that it is on videos that can reach their target audience instead of general cooking videos.
Although buying ad space is something Alvaro can consider, they have to ensure that it is on videos that can reach their target audience instead of general cooking videos.
Lesson complete
Great job!Now that you know how to use video to reach your audience, it’s time to learn how to create it.In the next lesson, we’ll cover planning your content, producing on a budget, filming tips, and using editing tools to bring your ideas to life.
Now that you know how to use video to reach your audience, it’s time to learn how to create it.In the next lesson, we’ll cover planning your content, producing on a budget, filming tips, and using editing tools to bring your ideas to life.
In the next lesson, we’ll cover planning your content, producing on a budget, filming tips, and using editing tools to bring your ideas to life.
In the next lesson, we’ll cover planning your content, producing on a budget, filming tips, and using editing tools to bring your ideas to life.