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How to take advantage of video marketing
The proliferation of affordable high-quality digital cameras, either separately or as part of smartphones, laptops or tablets, has made video marketing, once reserved for large companies, affordable to small businesses and individual entrepreneurs. For those just entering the world of video production, however, it can seem difficult to know where to begin. What does a good marketing video need, and how should it be organised and distributed?
One classic model of a successful marketing video divides the video into three stages. The first, and perhaps the most important, is the question. A video can’t simply exist in a vacuum. Potential customers have to have a reason to search for it and click on it. Short of hitting on some viral marketing masterpiece, the simplest way to do this is to ask a question people are likely to want to know the answer to.
One way to find out the questions people are asking is simply to talk to the intended audience: questions could be solicited through a blog, through discussions with existing customers or in conversation at trade shows or other events. However, it’s also possible to use tools provided by Google to identify common searches. By looking for searches within their areas of expertise, would-be video marketers can identify subject likely to appeal to viewers.
The topic of the video, then, should address how to perform a certain task or solve a certain problem. The next step is to answer the question. This part of the video has to fulfil two goals: not only does it have to answer the question in a way that’s helpful for the viewer, it has to do so in a way that demonstrates the creator’s expertise in the subject. By creating value for the viewer, the video begins to build a community in which both business and customer are participants.
The last part of any successful marketing video is known as the call to action. The call to action links the video to some further action on the part of the potential customer. This may be purchasing a product, but it doesn’t have to be. It could be as simple as getting the viewer to visit the advertiser’s website, follow the creator on social media or watch more videos. Relationship building can be a slow process, but it can also be more valuable than any single sale.
The call to action should be the very last part of the video. It often takes the form of a link to the creator’s website, promising more of the fun and helpful content that the viewer has just enjoyed.
Although these three key points form the basis of any successful marketing video, many first-time video creators worry about production values. However, while steady camera work, clear lighting and persuasive delivery are all important, they are not as vital to the success of a video as many people seem to believe. The personality of the creator and the directness and intimacy of a video can go a long way toward offsetting any technical problems with the video. It’s important that the creator demonstrate expertise in his or her field, not expertise at creating marketing videos. Technical proficiency will come with experience.
Once these three basic building blocks of video marketing are understood, creators can begin to add the personal touches that make for distinctive and memorable videos. The question, the answer and the call to action aren’t the only things that go into a successful video, but they are the basics without which a marketing video can struggle to find and successfully engage an audience.
Here at Stormnet Media we specialise in helping businesses take advantage of video marketing. If you’d like to boost business leads and revenue then please contact us today on 01527 910050 or use our contact form.
