Selling videos to businesses can be a bit tricky, especially if you’re new to the video-selling game. Before you put in the effort to create and promote a marketing video, it’s important that you fully understand how video content will be received by your target audiences. In this article, we’ll discuss some of the most crucial elements that can help you connect with your prospective customers and bring in the revenue you deserve.
Craft Personas For The Video’s Target Audience
Do you have a specific audience in mind when you create your marketing videos? Maybe you’re aiming at digital marketing managers or advertising agencies, or even at specific industries like retail or services. Whatever your target audience is, it’s important to put yourself in your audience’s shoes and figure out what you would want from a marketing video. Only then can you craft an effective story that will compel your viewers to action. This process of identifying with your target audience and empathizing with them is called ‘crafting a persona’ and it’s a critical step in any video marketing campaign.
Research Key Video Stats And Trends
When it comes to video content, you must be mindful of the stats and the ever-changing trends. Knowing where your video fits into the current ‘video landscape’ is important, both in terms of its reception and as a form of marketing research. If you’re unfamiliar with video stats, don’t worry—you’re not alone. Even marketing experts are sometimes surprised by the broad array of information available online. However, with a little bit of research, you can keep track of video stats like views, likes, and shares, as well as track video trends like live streaming, 360° videos, and more.
Understand Video’s Place In The Media Buying Market
You can use several tools to measure and track the performance of your average video in your campaigns. However, understanding the video’s place in the media buying market is essential, even if you’re a small or independent business. Your video’s place in the media buying market is defined as the number of individuals who have seen or heard of your video and are interested in your product or service. It is extremely rare for a video to receive an ‘A’ score in the media buying market. An ‘A’ score indicates that a video has excellent reach, with potential to bring in more leads than even your most expensive ad might. In other words, if you’re able to capture the interest of even one person, your video will not go unrewarded.
Plan Your Video’s Production Process
A video’s production process is one of the most crucial aspects of video marketing success. You must ensure that each step of the production process is carried out effectively and with enough manpower. An experienced producer or director will be able to guide you through the process and help you make the most of your budget. Even if you have the money, choosing the right location and hiring the right crew can still be challenging. Once you have your basic shooting dates set, organize a team of experts to help you execute the plan. Remember, the better the plan, the better the results.
Create A Marketing Video That Focuses On Online Video
As we’ve established, video has exploded in the last few years, particularly on the internet. In 2019, nearly everyone has a camera on their phones and everyone is filming and sharing videos. If you want to maximize the reach of your marketing video, make sure that your target audiences are looking at online video content when researching or purchasing your product or service. However, not every video requires an expensive production crew and exotic locations. For a more realistic outlook on video production, check out this list of tips from a video production company.
Use Online Video To Gain Brand Awareness
With the rise of TikTok and other platforms that host user-generated content, many companies have taken the advantage of this new goldmine and launched brand awareness campaigns. Videos can be an effective tool in any marketer’s arsenal, particularly if your product is somewhat ‘niche’ and not easily discoverable. Your video can be used to spread the word about your brand, to increase web traffic to your site, and even to gain new customers. The possibilities are endless.
Sell Your Products Or Services Through Video
This tip might sound a bit cliché, but there’s no denying that video is the ultimate equalizer when it comes to marketing. Everyone has a camera; everyone is a potential customer. Creating video content that aligns with a specific product or service and that demonstrates its advantages can be a smart move.
For example, if you’re an e-commerce store and you see that 90% of your customers have watched a product demonstration video of a high-quality virtual reality headset, you might want to consider producing a similar video. The key is to find a way to tie your video content into a cohesive marketing plan and to use data to inform your decisions. For instance, if you want to promote your physical retail store, but your niche is online marketing and social media, your video content might take the form of webinars, product reviews, or even case studies of other businesses that you think are relevant to your target audience.
Video Content Can Be More Personal
Unlike most other types of content, video content is more personal. This is partly because we’re seeing more and more marketers producing videos for a living, rather than simply as a form of advertising — so these marketers are using their personal experiences to create helpful, actionable content.
Additionally, videos allow the viewer to see the face of the person speaking. This adds an additional layer of personalization, allowing you to connect with your viewers on a more intimate level.
Make Sure Your Video Content Is Measurable
For a video to be effective, it must be measurable — at least, to some extent. The key is to pick a metric that is both accurate and relevant to your target audience. If you decide that the most effective way to promote your product is through video content, but you don’t have the tools to measure its success, you might end up in a bit of a pickle.
For example, if you want to promote a weight loss product and the only way you know if your video content is effective is through the number of views it receives, you’re going to be in a bit of a pickle. It might seem like a no-brainer to measure the success of your video content through online communities like YouTube, but if you want to be able to sell marketing videos to businesses, you need to have concrete metrics to back up your claims.
Make Sure Your Video Content Provides Value
One of the most common mistakes that new marketers make is to think that simply because they have a video that it needs to provide value. While it’s good to engage with your audience through video content, make sure that your videos provide actual value and do not just exist to ‘grab attention’.
Additionally, you can use video content to engage with your audience or drive them to take a specific action. For instance, if you want to promote a retail store or brand, you could use video content to highlight a product that the viewer can purchase or to demonstrate how a certain item could be used. Videos like these have the ability to increase web traffic, due to the fact that search engines like Google and Bing prefer to show users content that is “value-based” and “useful.”
On the flip side, if you want to sell marketing videos to businesses, value can be a tricky concept to nail down. How much is your video worth? What actions can you ask your viewers to take? These are all critical questions that you need to ask yourself before you begin to create any video content.
Make Sure Your Video Content Is Fresh
Another important factor to consider when marketing videos is how fresh the content is. If you want to maximize the effectiveness of your video content, you need to ensure that it is both relevant and up-to-date. You can use several tools, like Hootsuite, to keep track of the ever-changing trends in your industry and ensure that the content you create is as fresh as possible. If you’re ever unsure of how or why your content is performing well, this will be a critical factor to consider — because often times, older content tends to underperform in comparison to fresh content.