How to implement a video marketing strategy

How to implement a video marketing strategy

Bridget McQuillan's Layout avatar

In Part I of this two-part series about video, I talked about the basic tools you’ll need if you want to implement video at your company. In this post, I want to talk about how to actually put all of that fancy equipment to use and start incorporating video into your marketing strategy.

Types of video you can create

When you’re selling a product or promoting your company, your videos will probably fall into one of three categories: promotional videos, help videos, and fun videos. Each type of video has its own special place in a marketing effort, and each should have its own special place on your website, too.


Promotional videos do exactly what the name implies: They promote your business/company/product/whatever. These can be videos about product features, videos that advertise, customer testimonial videos, or anything else that basically moves the needle on whatever it is you’re trying to sell or promote. Promotional videos set the tone for your company and will probably be the first videos people watch, which is why they need to look good.

If you’ve gone above and beyond what I outlined in my last post and have an amazing video team, then by all means, get cracking on your promo vids. If, however, you’re still getting your footing, and you need something to put on the front page of your website that will really knock it out of the park, consider hiring a freelancer or an agency that can do this one for you.

Once you have your promo video, you need to decide where it lives on your site. Lots of companies will put a good overview video smack on the front page of their site.

Other promotional videos, like videos that outline product features or show customers talking about how much they love you, can add a lot of color to tour pages and other parts of your site that get into the nitty gritty. These are the ones where you’re really trying to “sell” whatever it is you’re selling. They can also complement blog posts about things happening at your company, like new product features.


Help videos, well, help. The sad truth about videos like this is that they can be pretty boring and screencast-heavy (hint: We use ScreenFlow to create beautiful screencasts, and we love it), but they could be some of your most-watched videos because they’re so helpful.

Help videos can live in tons of different places. At Flywheel, we implement videos inside our app so that people can learn more about certain features if they’re not sure how to use them. For example, we get a lot of questions about demo sites in Flywheel. It’s pretty easy to explain what demo sites are, but until we tell people the basics, there’s often a disconnect. To help clear up the confusion surrounding demo sites, we made a video about demo sites on the page that comes up when you create a new site in Flywheel.

Screen Shot 2014-09-03 at 2.38.14 PM

Help videos can also really round out your help documentation. It’s one thing to type out a “how to,” but showing viewers how to do something can make things much clearer. That being said, it’s not a good idea to only use video in help documentation, just in case people aren’t able to watch a video. Pairing video with a written explanation is the key to amazing help documentation.

MailChimp has an endless number of screencasts that show users how to do anything and everything (and they pair it with written help docs, too). Want to know how to resubscribe an accidental unsubscribe or work with a signup form? There are videos showing you how to do both.


Companies are not made up of big rooms with desks and chairs and computers; companies are made up of humans with faces and personalities and quirky T-shirts. Use video to show the world how awesome your Friday lunch outings are or how goofy your interns can be. People like companies, but they fall in love with the people who make up those companies.

Zendesk made the video above a couple years ago. I probably watch it once a month, just to get a good laugh. The guy in the video (who is also in charge of Zendesk’s videos) doesn’t mention Zendesk once, but it’s a fun video that shares a little company culture (how quirky Zendesk’s video guy obviously is) and resonates with Zendesk’s customer base (people who work in customer service).

Keeping it consistent

So once you’ve made these product videos and help videos and fun videos that live in your website and your help documentation and on your blog, how do you incorporate all of that into your marketing strategy?

The answer is simple: Make videos that complement content you’ll already be creating.

Launching out of beta? Video.

Releasing a new product? Video.

Pair these videos with a killer blog post or static page on your site, share them on social media, and you’ve got some really rich content that people will enjoy interacting with.

Comments ( 1 )

  1. Ferdaus

    September 5, 2014

    Yes. Video. In this age of content driven marketing... it's really awesome because design almost takes a back seat, and content creators go up front. But that's not to say design takes a smaller role. Just more of a commandeering role. Interesting stuff, waiting on your Part 2.

    • Bridget McQuillan

      September 5, 2014

      Thanks for the comment Ferdaus! I love that video has more of a role now too, but I don't think that means design takes a back seat--the two can work together to create valuable content that's also really beautiful. By the way, this article is Part II ;) you can find Part I here:

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