You attract more flies with honey than with vinegar… isn’t that how the old saying goes?
What is the equivalent of honey for your audience? The key question here is not only how to find the perfect “honey”, but also, how to attract the right flies?
Ok, maybe I should stop comparing the audience of your dreams with annoying little bugs, but you get the point here.
How can you reach the right audience for your business?
One of the main objectives for your marketing plan is, probably, to reach and attract the right audience for your brand. There are many ways to do this, but the most effective one, (you guessed it) is with video.
In this case, then, video is the “honey”. It’s yummy: a good quality video is catchy, interesting, and keeps you wanting to know more. But to use video in your favor to attract the right kind of audience, there are some things you have to work on first:
#1 Know your audience
Before you even start sketching out a marketing plan, you need to know who you are directing it to. This means understanding your audience.
Important: Know the demographics you’re targeting. In order to create your business’ personas, you need to know every detail about them, the more the merrier. What is their age, are they young/old? Are they in college, do they work? Start there, and then narrow it down to more specific details.
Because you need to see how you’re advertising from their perspective. When you start doing this, thinking from their shoes, you will want to know what you’d like to see. And then, you’ll have a starting point for your video marketing campaign.
#2 Go where your audience goes
Now that you have identified your ideal future customers, the ones you want to attract, it’s time to ask the important questions.
- What do they love?
- Where do they go? (The events they go to, the social media platforms they visit… basically, the channels they choose)
- Who are they following?
- What do they NEED?
Once you identify these, you’ll be ready to craft the specific points of your video marketing strategy: know what your audience needs so you can offer that to them; go where they usually are (events, social media channels, etc), so you can offer what they need at the right moment.
#3 Create the perfect video
Now that you know who those perfect customers are, and what they want, you’re ready to create the perfect video to attract them to your brand.
Well, high-quality videos are extremely important, as they attract much more attention than poorly made ones. Also, keep them short and entertaining (nobody wants to watch a one hour video about changing a lightbulb!): people want their information delivered quickly
To attract these right customers, the smartest thing you can do is to craft these videos to fit in the awareness stage of their buyer’s journey. This means: focus on educational videos (also how-to videos), inspirational ones… Keep them light, general and interesting.
Related article: How to Use Video for the Awareness Stage of your Buyer’s Journey
Remember: the video you’ll make must be aligned to your client’s needs and pain points. Do this, while keeping it short and fun, and you’ll have the recipe for success.
(With just the right amount of honey!)
If you’d like to know more about how to boost your inbound marketing strategy using video, I have something you will like! It’s a nice infographic, free for you to download. Enjoy!