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Many people shy away from video because of the perceived complexity to create them. Here are four steps to get you on your way to creating your own video campaign:
1. What do you want your video to accomplish?
The first thing you want to start to thinking about is what you want your video to be used for. Do you wanted more visitors to your website? Do you want people to come into your store? Or, do you want to teach people about your product? There are many reasons your business may need a video - you just have to find it!
To help you answer the question above, write out a list of each feature of your product or service. Next to each feature, list the benefits they provide (and the benefits of those benefits). For example, a graphic designer offers high-quality design services. The resulting benefit is a professional company image. A professional image will attract more customers because they see the company as professional and trustworthy. So ultimately, the benefit of high-quality design is to gain more customers and make more money.
Once you have your benefits listed, make a list of people who have a need that your benefit fulfills. For example, a graphic designer could choose to target businesses interested in increasing their client base. While this is still too general, you now have a base to start from.
2. Who is your target audience?
Finding your target audience is one of the things you should really spend some time thinking about. Your audience is not everyone. You should narrowly define your audience and then speak directly to them. It helps to listen to your story with your audience's ears. To do this, answer these simple questions: who are your current customers, and why do they buy from you? Look for common characteristics and interests. Which ones bring in the most business? It is very likely that other people who like them could also benefit from your product/service.
3. What do you want that audience to know, think and feel after they watch your video?
Next you will have to talk in a way your viewers can easily get or you're going to lose them. You speak differently when selling to an executive than to the average consumer. You need to appeal to the executive's bottom line and they typically need more detail to make a better buying decision. If you're a new company that nobody has ever heard of, you need them to know why they should use you (or your product) over the competition, rather than going into detail about what you're selling. As a general rule, write in a natural and conversational manner, and in a way that you want it to sound. In most cases, "so you're looking for a demo video…" sounds better and more intuitive than "so you are looking for a demo video…" the latter sounds too mechanical and isn't how people naturally speak. Think about your audience when you're writing. Target the right person and cater your video to them.
From the very beginning of the video you will want to show them relevance. If you tap into their emotions, they're much more likely to keep watching. If you're taking the emotional route, it could be funny, upsetting, uplifting, or quirky. Whatever emotion, it has to hit hard. When they are done watching your video they should want to know more.
4. What methods could you use to share your video?
And the final step once you have completed your video is to share your video. There are endless options to use a video after it is produced but the four most important ones are your website, Facebook, Blogs and YouTube. All of these things are useful tools to boost engagement and drive traffic.
Above is a video that used those four steps and was able to create a unique, clever and compelling video. As you watch the video see if you can see how these four steps were followed. After you watch the video you know exactly what they do. They send big files to anyone securely and easily using the web. They knew what the video would accomplish and tapped into the viewers' emotions.
The video speaks directly to the consumer and teaches them exactly what their product does in a clever way.
So can yours!
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Since social media has changed marketing, videos have become an important part of any successful marketing campaign. Cross-promoting your videos with all the other content you have is a powerful way to strengthen the different signals you are sending to customers. There is also an important human connection factor that video allows you to tap into. People want to see, relate and ultimately buy from another person. Small businesses and sole proprietorships can leverage this in several ways and more effectively than large companies. Becoming the face of your brand and creating content with you in it can be a game changer!
If you are using a well planned video on your website, you'll be able to connect with your audience, 24 hours a day, 365 days a year almost as if you were there! Video marketing is the future of marketing online. From experts who are just starting out to veteran internet marketers who are launching their next and greatest product, using video can work for you to grow your business because video is the best way to captivate, engage and persuade customers, thus increasing lead conversions of casual browsers into paying customers. |
Six One Seven Studios provides complete video, media and graphic services to help get your project from start to finish. Although, if you asked us what we really do, we help people tell their story. We help them tell it well. We help them tell it powerfully. We help them be noticed. We capture the highest quality images and concepts to make your story stand out. We ensure that every project captures and communicates the right message and gets the right results.
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