When I consult prospects and clients about video marketing, I always advice to start by first thinking about their viewers and not their product. It would be useless having a great video and not having the right target viewers for it. I come across so many videos that talk about the functions of a product or service and overlook what the real benefits are for the viewer. Whichever type of video you create, it needs to have its own goals and a defined distribution plan; likewise, performance should be measured and optimized as needed.
To start with, there are a couple of key questions one has to take into consideration:
1. What are the main goals of this video?
These goals can be: viewers reach, engagement, shares, leads captured, play rates, click through rates, sales (yes, there are video platforms that allow you to have a buy now button), etc.
2. Who will watch your video content?
We need to first create a target viewer profile, preferably use an empathy map template to gain a deeper insight into their prospects. This would also help you identify what type of video should be created, tonality and attention span.
3. Define what messages you want to communicate.
I suggest to do this during a brainstorming session with at least another person that knows the product well. Write down all relevant key messages and then choose what is relevant to your prospect during each stage of your buyer’s journey. For this particular scenario, I suggest to first create a short video that explains why this product exists, introduces the product/service and gets viewers engaged. Then, create more in depth videos that can be shown to your audience when they are about to take a decision. I plan to write a more in-depth article on this.
4. How are you planning to invite your audience to watch your video?
In this case you would need to think about how you are going to drive traffic towards your landing page. That can be through paid advertising, email marketing, affiliate marketing, organic search, referral marketing, remarketing, social media marketing, online networking, forums, ect. This would all depend on your overall marketing strategy and the resources you have available.
5. What would be the call-to-action/s at the end of your video?
This depends on what are the desired actions you want your viewers to
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