Online video has redesigned “the watching landscape”
In video marketing, engaging your target audience is about building up a video that resonates with them, makes them want to watch it all the way through, enjoy it and -ideally- recirculate it. The engagement metrics can be seen as KPIs (Key Performance Indicators) or not, depending on your marketing goals. But what you have to know is that reaching a good level of engagement is ALWAYS a valuable asset in every conversion funnel process. Let´s go over some useful tips that will help you develop an engaging video.
Define the target audience you're aiming for.
To get the best results, your video has to be 100% aligned with the target audience you are aiming for. The question is: do you have a clear idea on who you should target? The basic thing is: you really need to target those who are truly interested in what you have to offer. This way, your chances of engaging them boost dramatically. Check out this blog post in which we show you how you can identify the right audience for your marketing video, and where to find it.
Identify their pain points and interests.
Also, make sure you truly understand what pain points your target audience has, and what topics they're interested in. Remember that in order to provide them with useful and relevant content that engages them, your video has to be in line with their expectations and needs. In other words, you have to provide them with a specific solution to their problem.
Set up a specific goal and the type of video you'll develop.
To be able to later measure performance, you need to set up a specific marketing goal. Do you want to increase brand awareness, improve customer education, increase lead generation, improve sales revenue, boost website traffic, or something else? Think about it.
It's also vital that you choose the right type of video to communicate what you're looking for. For instance, you have several types of explainer videos, and each of them “speaks their own language”. Watch this useful tutorial in which you can learn what the best fit for you is.
Produce a video that empathizes with your audience.
Making a video that empathizes with your audience will enhance your chances of engaging them. As you have previously done a thorough research on who they are and what they need, you can use all that valuable information to develop a custom video that resonates with them. There are many things you can do to make it - for instance, making your characters resemble your audience, and making sure the backgrounds and places are similar to theirs. Read this article and learn more!
Define a promotion strategy.
As a final step, set up a wise promotion strategy: look for the channels where your audience is and target them during the specific time they're online. You can resort to organic channels or even paid alternatives. The most important thing is that you choose the right ones according to your marketing goals and target audience. You can learn more about this topic in this article.
We'd also like to share with you some interesting tips on how you can increase your conversion rates through engagement. Check them out!
Also, don't forget to surf our Explainer Video Academy where you'll find a bunch of educational materials to improve your video marketing strategy.