The power of being useful: A guide to effective video marketing
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Posted: Wed 13th Nov 2024
Nowadays, video marketing isn't just a passing online trend; it's a powerful tool that can take your business to the next level. But what makes some video content stand out?
The key is being useful.
Videos that solve problems, provide helpful information and connect with viewers on a personal level can boost engagement, build trust and turn viewers into loyal customers.
Why video marketing is important today
Video isn't just something nice to have anymore; it's something you really need.
According to Wyzowl's 2021 State of Video Marketing report, 86% of businesses use video to market their products, and 93% of marketers believe video is a key part of their strategy.
Why is that? Because video connects with people in a way that other forms of media can't. It mixes visuals, sound and storytelling to create an engaging experience that written text alone can't provide.
But video does more than just grab attention, it's also a powerful way to educate, engage, and convert potential customers.
Whether it's product demos, explainer videos or customer testimonials, videos can quickly and effectively share complex information, making them an essential tool in any marketing plan.
Understanding your audience
To create a successful video marketing strategy, you need to really understand who your audience is.
Think about these questions: Who are they? What problems do they have? And how can your videos help solve those problems?
Identify pain points
Start by pinpointing the common issues your audience faces.
For instance, if your audience consists of secondary school students, they might feel overwhelmed with homework and exams. If your product is a study app, understanding that struggle can help you shape your videos to show how your app can make studying easier and more organised.
Tailor your content
Once you know what your audience needs, customise your content to tackle those specific problems.
For example, if you’re making videos for teens who have trouble managing their time, think about creating a series of fun and engaging videos that share quick tips for staying organised or managing homework. You could even use real-life scenarios, like showing a student balancing schoolwork and sports, to make your advice relatable.
Watch this webinar to identify the key elements your videos need to capture your audience's attention:
Creating awesome video content
Making engaging video content is both an art and a science. Here are some tips to help you get started:
1. Prioritise quality
You don’t need fancy production, but your videos should be clear, well-lit and easy to understand. The key in terms of content is to provide valuable, useful content for your audience. Always aim to leave them better off than when they started watching.
2. Keep it short and sweet
People have short attention spans, especially online.
To grab your audience's attention, create video content that aligns with their customer journey. Keeping your videos brief and focused allows you to share essential information quickly while avoiding unnecessary details.
Aim for most videos to be under two minutes and ensure they connect with your audience's current stage in their journey.
A customer journey encompasses the entire experience someone has with your brand, from first learning about it to considering a purchase and beyond.
Each stage has different needs and expectations, so understanding these stages is crucial when creating video content.
For instance, potential customers in the awareness stage may appreciate introductory videos explaining your product or service, while those in the consideration stage might prefer detailed tutorials or comparisons.
By aligning your video content with the customer journey, you provide relevant information and build trust and engagement, guiding potential customers toward a purchase decision.
3. Tell a story
Storytelling is a great way to make your videos stand out in marketing. People enjoy stories and they can help your content feel more relatable. Whether you share a customer's success story or show how your product was created, including storytelling in your videos is important.
For beginners, storytelling can be as easy as starting with a situation your audience can relate to.
First, identify your audience's problem and present your product or service as the solution.
Use a structure. Start at the beginning (setting the scene), move to the middle (introducing the conflict) and wrap it up with an end (resolving the issue).
Adding personal stories, customer testimonials or behind-the-scenes looks can make your content feel more genuine. Engaging visuals and emotional elements will help grab viewers’ attention, making them more likely to connect with and share your message with others.
4. Include a clear call-to-action
Every video should have a clear call-to-action (CTA). What do you want viewers to do after watching? Whether it’s visiting your website, signing up for a newsletter or making a purchase, make sure your CTA is straightforward and engaging.
5. Be authentic
Being authentic helps build trust with your audience. Be genuine and don’t hesitate to show the human side of you and your business. Share your achievements, but also be open about challenges and how you’ve worked through them.
Summing up
Using video marketing can boost your business by helping you connect better with your audience and achieve great results.
As you start this journey, keep in mind that creating effective video content means knowing what your audience wants and offering them real solutions.
If you’re looking to improve your skills and change the way you do video marketing, think about joining the waitlist for the Entrepreneurs’ Video Masterclass.
Relevant resources