Know Your Audience Any successful video strategy starts and ends with knowing the audience you are trying to connect with. Spend some time before you create your video plan to know what the most frequently asked questions are that your company addresses. Just because you can take a video for your company doesn’t mean you should. One of the biggest mistakes companies make today is inserting themselves into too many stories (it’s not about you, remember?). Shorter, Most Often, is Better Another mistake I often see companies make is trying to produce a video that fits “the kitchen sink” into the story. Ideally, you have a video strategy that addresses your prospects buyer’s journey. Make your marketing videos focused and create many of them. So rather than creating a 5-6 minute video, turn that video into 5 or 6 short stories giving your prospect more opportunities to connect. Why Video? Before you create your next video, ask yourself “is this topic video-worthy”?
What do you think about this?
Haven’t we been hearing for the last several years that “THIS” is the year that marketers are going to embrace video and take their digital marketing to new heights to find only larger branded organizations barely jumping into the video pond? I actually think that 2017 WILL BE the year of video! When we look back on the year, my guess is that we will see that more small to mid-sized companies will have started to get serious about including video as a “mainstream” marketing tactic. However, video is still a substantial investment (although a marketing tactic you can actually measure!), so take the time to rev up your video marketing strategy so you can achieve the greatest results from your video investment.
1. Know Your Audience
Any successful video strategy starts and ends with knowing the audience you are trying to connect with. Don’t make the mistake of creating a video that’s about serving YOU, rather understand the needs of your targeted persona and what’s keeping them awake at night. Spend some time before you create your video plan to know what the most frequently asked questions are that your company addresses. Hang out in LinkedIn groups where your audience is, read the blogs they read, go to forums they are spending time in. The more you understand what inquiring minds want to know the easier it will be to create your video plan.
2. Be Helpful
Don’t create videos for the sake of creating videos. Once you have done your research give your expert advice away! Your targeted audience will want to consume more of your content, share your stories, and will view you as a trusted adviser.
3. Hook Them at Hello
We have short attention spans today! You have about 8-10 seconds to create an opening to your video that is going to determine if your viewer is going to continue to watch or hit the escape button. You need to make them interested in what you have to say.
4. Build Trust
You don’t like to be sold to so what makes you think your viewer wants to be sold to? Take the time to put yourself in their shoes and “get to…