When I consult potential customers and customers about video marketing, I always recommend first considering their audience, not their products. It's useless to have a great video and not have the right target audience. I have come across a lot of videos about product or service features, ignoring the real benefits of the audience. No matter which type of video you create, you need to have your own goals and a clear distribution plan; likewise, you should measure and optimize performance as needed.
First, there are a few key issues to consider:
1. What is the main goal of this video?
These goals can be: audience coverage, engagement, share, captured potential customers, play rate, click-through rate, sales [yes, there is a video platform that allows you to buy buttons immediately] and more.
2. Who will watch your video content?
We need to first create a target viewer configuration file, preferably using an empathy mapping template to get defect insights into its foreground. This also helps you determine which type of video, tone, and attention range should be created.
3. Define the messages to be communicated.
I recommend doing this when brainstorming with at least one other person who knows the product. Write down all relevant key information and then select information relevant to your potential customers at each stage of the buyer journey. For this particular case, I recommend creating a short video explaining the reason for the product, introducing the product/service and engaging the audience. Then, make a deeper video to show to your audience when they are about to make a decision. I am planning to write a more in-depth article.
4. How do you plan to invite viewers to watch your video?
In this case, you need to consider how to drive traffic to your landing page. This can be done through paid advertising, email marketing, affiliate marketing, organic search, referral marketing, remarketing, social media marketing, online networking, forums, and more. It all depends on your overall marketing strategy and the resources available to you.
5. What is the call to action at the end of the video?
It depends on what the viewer wants to do after watching the video content. Because we place great emphasis on the strategic creation of video content, we strongly recommend creating the same video with different call-to-action. It doesn't make sense to end the video with "Book a free demo" and then use this video during the sales meeting, at which point your product has been demoned. In this case, I recommend ending the video with a call-to-action to motivate viewers to try out the product or service today.
6. Which video player should you use?
The top 2 video players that everyone knows are YouTube and Vimeo. Although they are top video platforms, they also have their own limitations, such as integration with the CRM [Customer Relationship Management] platform, integration with your email marketing platform, thumbnail A/B split testing, and potential customer capture. , marketing automation, etc. We use Wistia and I also recommend looking at Vidyard, Twentythree and VOO players.
7. How would you measure engagement, action and detect a drop in view? [video analysis]
Video marketers don't just measure video views. It is very irresponsible to make strategic decisions based on the number of opinions. Professional video marketers are more interested in overall participation rates, actions taken before, during or after video playback, people watching videos, the number of videos they watched, and lower rates.
8. How do you capture potential customers through video?
Every business needs new potential customers, and in this case, most digital marketing efforts are focused on capturing new leads and getting people to start the presentation. In this case, there are 3 ways to capture potential customers using video:
A. Get clues from the video itself: The advanced video platform allows you to display a contact form called a turnstile before, during, or after playing a video.
B. The contact form next to the video on the landing page: This is the most common form used by digital marketers to capture potential customers; the video on the left and the contact form next to the right.
C. Display clickable comments on the video itself: These comments typically direct the viewer to a contact form or other sales channel page.
D. Email Gates: These are typically used for high-value content, requiring viewers to provide their email address in order to be able to watch the video.
9. Where else can we show this video?
Video doesn't just apply to one place. Product videos can be used for pre-roll ads, uploaded to social media channels, uploaded to YouTube, emailed to your mailing list, used for automated marketing emails, shared on forums, embedded in blog posts, online and offline sales presentations For product launch events, fairs and lists constantly.
Orignal From: Video Marketing Strategy - Why is your video strategy important and where to start
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