Creating a video is a great experience, and when used in digital marketing, it can be one of the best tools you can add to your campaigns.
But in the end you need to see a profit from your efforts. As cool as it is, digital video is just another tool in an Inbound Marketing strategy, and if it’s not inserted in this larger scheme correctly, there is a very slim chance that you will find your work rewarded with the income you want.
But what is Inbound Marketing? It’s using different digital contents that are relevant for your prospects, to get their attention, convince them that your product is what they need and convert sales. And all without unprompted commercial messages that bother your client, and can hurt your brand’s image.
If you want to see results not only from your video, but from your entire content marketing campaign, this is the approach you want to use. We would like to share with you a few points you will surely benefit from including in your video marketing campaign, in a way that lets you reach your marketing goals in a more consistent way.
Whenever you want to sell something, you will want to make your prospects see your product as the solution to their problems. To do this, you need to know what their pain points are. And if you want this knowledge, you first need to learn as much as you can about your audience. Whether you do this yourself or you hire a company, it’s crucial that you get specific with relevant information here. The more your audience feels you know about them, the better chance you have of them try your product.
Set goals right
This one is a lot trickier than what it sounds like. First of all, you need to know where you are standing. This way you can define an objective that is both reachable and challenging. If your video is getting, on average, 6 conversions per month, raising the bar to 8 can be a good plan. Also, it should be measurable and you must set a time frame.
Another aspect you need to keep in mind is the video format you are using. Each type of marketing video has a different function and is better suited for different goals. Some are better to get attention from the audience (like How-to videos), so you will want to measure its performance in terms of number of views. Others can be better for educating your prospect on the benefits of your product (like Explainer videos), so you will want to measure the time they spend looking at it, to see if they reach the end of it or not, and learn where they drop off, if they do.
One of the pieces of information about your audience you should be more interested in finding out is where they go when they’re online. You need to map every website where your audience usually is, and publish your material there. There are two things you need to do: get their attention on the sites they are usually on, and drive from there as much traffic as you can, to a landing page.
Mind the buyer's mindset
Through the process of a sale, prospects don’t think the same way the whole time. The buyer’s journey is a process that has three different stages. Prospects first realize they have a problem, so they investigate it. Then, they research ways to solve it, and finally they make a decision about what to do. These are the Awareness, Consideration and Decision stages.
If you want your clients to choose you in the end, you have to be there every step of the way. However, the same content won’t work in the three stages alike, so you need to make specific content for each. Again, the video format is key here: for example, Explainer videos are great for the Consideration stage, because the buyers here are looking for a clear explanation on how they can overcome their pain points, which is exactly what this kind of video provides. They wouldn´t work that well, however, for the Decision stage, where the prospects define their final choice, and are more interested in information like guarantees or financing options.
Pick the right company
A good video can boost your business’s performance significantly, but a bad video can be just as powerful to harm your brand’s image. Even a good video marketed in the wrong way can be very harmful for your brand. You need to find a company that create videos of good quality, with expertise with companies like yours, and it should include you in the production process, giving you the opportunity to consult and explain what you want in every step of the process.