Video is an extremely engaging marketing tool if deployed correctly. You can draw in lots of customers to your business or website with the right video content, but in order to do that effectively, you need to understand what your audience wants to see as well as tailor your message to your audience.
You also need to ensure that the right people see your video content. In this article, we’ll help you understand how to do all of these things.
Why Not All Video is Equal
You’ll probably agree that video is a good marketing tool. But not all videos are equally good at marketing. You shouldn’t be making videos for the sake of making videos – instead, they should serve a purpose and fulfill a need. The videos may fulfill your need to drive traffic to your site, or they may fulfill the need of someone who wants to learn how to cook a steak. Either way, good video content is always driven by an idea.
A video without a goal can even harm your brand as it may send the wrong message to your audience. And with everything being stored online and shared widely these days, (it is the internet after all) you can’t afford to have a video that impacts your brand negatively. This makes it imperative to have a clear goal for your video content.
This all ties into how you should tailor your content to appeal to your audience and make sure that the message reaches them. If your company sells meat products but your video content doesn’t target meat lovers specifically, the effort is wasted.
Knowing Your Goals
In order to make an effective video or video campaign, you will need to have a clear vision and goal for the video. A goal helps your team align the various components of the video with the end result that you’re aiming for. Your goal could be increased traffic to your website, for example. Or it could be to get higher sales through conversions and lead generation. Goal setting is just as significant for video as for any other marketing medium.
One way to go about setting your goal is with a video marketing mission statement. This mission statement will sum up the plan for your videos: what type of content you’ll make, who you’ll be targeting and what your audience should do after watching your video.
For example, suppose you run a small bespoke suiting business and you want to increase sales. Your mission statement might state that you will make videos portraying fashionable office professionals in humorous situations while targeting males aged 30-55 years old, and your audience will click on a link to your website at the end of the videos.
Knowing Your Audience
As in any form of marketing, knowing your audience is of supreme importance. Not just the demographics, but also their hopes and fears, their way of thinking about products and their lifestyle. All these and more need to be taken into consideration.
Depending on whether your audience is teenagers or children, or their parents, your message and mode of delivery will be different.
Knowing your audience will help in defining the target audience. To do this, you’ll need to know who they are and what works for them. Don’t try to make a video that is all over the place when it comes to targeting your audience. Having too broad an audience may backfire – it may not resonate with any of the market segments that would otherwise like your video and product.
Narrow your target audience and spend the time and effort to get to know what makes them tick. This insight will allow you to create a video with the right tone and style to engage your target audience. Your online video should be tailored to your audience.
For example, people with elderly parents are likely to be worried about their parents’ health needs and desire to arrange for their comfort and well being. Products or services that strike the right emotional note with this audience will appeal to this demographic successfully.
Your online video should deliver a clear message in line with the mission statement while striking a chord with your target community. And that’s easier said than done! Achieving it means understanding what your audience wants from you and delivering that; whether it’s information, price, quality or just something extraordinary.
Knowing Your Platform
Once you’ve made an incredible video that resonates with your target audience and fulfills your goals, you need to host the video online. Consider the platform where you’ll be sharing the video carefully, as it is an essential part of the video’s success that it reaches the right audience. Choosing the platform will involve both the goals and the audience.
Older audiences may prefer Facebook or LinkedIn, while the younger audiences may skew towards Twitter or Instagram. Content aimed at professionals or B2B will work better on LinkedIn while services aimed at stay-at-home moms and dads might do better with Facebook.
You will need to be aware of the preferences and choices of your target demographics. If the audience is supposed to be regular visitors to your website, you could publish the video there. Or if you wish to reach an audience that doesn’t know about your website, you could try YouTube.
Whatever your chosen platform, you’ll need to tweak your content and sharing strategy to suit that platform. One of the ways to go about this is to link back to your site in all videos and make a dedicated section for videos on the website.
The point is to be focused. Having the right message in the right spot is key.
A Call to Action
Ultimately your video’s objective might be to drive more business for yourself. It may take intermediate steps – or it may even be something else entirely, like providing support for a favorite social cause. Whatever the goal, your video should lay out a call to action that helps your audience take action after watching the video.
Whether it’s clicking on a link to your site, filling out a form, commenting on the video or sharing it with friends, tell your audience what to do after watching the video to maximize the impact.
The call to action is an important marketing tool for any medium. Even television ads urge viewers to buy a certain product or use a certain service by telling them to do so. Your call to action should again be tailored to your audience, just as your message was honed to resonate with them.
You could ask your audience to do something that’s related to the video’s content such as trying out a recipe and share the results or call up their congressional representative and urge them to support your cause.
Whatever the action you would like them to take, make it an easy as possible for them to do that. Give them the right links within the video or under it and make sure your video’s audience knows how to get to it.
Making content that meets your goals and is helpful to your audience is not an impossible task. To recap, it involves understanding your audience, knowing which platform to use and how to maximize its benefits, and creating a clear call to action for the viewers to follow up after the video.
Now that you know how to effectively create a video that fits your audience, there’s no better time than now to try out these methods and make a start!
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