The world of marketing is always evolving, with new tools surfacing all of the time. While newsletters, blog posts, and emails are a great way to market your product, new research has shown that videos are a vital tool. Wyzowl found that 88% of people have been persuaded to buy a product after watching a brand’s video. Not only that, but 73% of people shared that they would prefer to learn about a product or a brand by a short video over infographics, websites, and webinars. With all that in mind, it becomes clear that video marketing is something to invest in. While there are plenty of things to think about before making a video, here are 3 questions to ask yourself.
What is the purpose of my video?
While this may seem obvious, there is a lot more to this question than just driving sales. You may find that different videos can be used at different stages of the sales funnel. Depending on your aim and the message you are trying to get across in the video, the video itself may look and feel very different. Click here to find out more about boosting your sales funnel with video.
An educational video would come at the beginning of the buyer’s journey. These tend to be polished and informative videos that introduce your brand to a consumer. This would be a place to share a common pain point experienced by your consumer and how your product can help.
Another video style may be just for entertainment, which can help build community. While these videos may not directly promote your product, they will allow for people to feel connected with your brand. These videos tend to be quite trendy and humorous, shared on platforms such as TikTok and Instagram.
Testimonial videos are quite helpful to further on in the buying process. Your consumers have visited your website and are interested in your products. This is a chance for your brand to tell your story; invite your customers to explore who you are. This should be genuine and natural, as many consumers can see right through a scripted video.
You may also find that a behind-the-scenes video works well for sharing your product and your brand. This can help consumers trust your brand’s transparency. “People don’t buy the products you create; they buy the stories you tell,” former Johnson & Johnson global head of digital Richa Goswami said at a 2017 Customer Experience Conference.
Who is my target audience?
After you know what your video’s purpose is, it becomes apparent that you need to connect with your target audience. Identifying your audience can help direct where you need to share your video. While placing a video on your website can help boost your position in google searches and keep users on your page for longer, it may not be the most effective way to reach your target demographic.
For example, to focus on B2B lead generation, a well-optimised LinkedIn profile utilising organic and paid social is the #1 platform to share your video. But if you are targeting Millennials, Facebook and Instagram would be better placed to capture that audience’s attention.
What is the action I want them to take?
This final question will help shape the content and final placement of your video. Once your target audience has seen your video, what do you want them to do next? If your goal is to create more traffic on your website, make sure you have clickable links to direct them back to you. If you are informing your audience about your product on your website, having a CTA at the end of the video can help direct them to explore your product. Whatever your goal is, it is imperative your video guides the consumer to their next steps so you can effectively measure and maximise your video ROI.
Ready to learn more?
Videos are no longer just an added bonus; they are a necessary part of marketing. While thinking about these questions can help kickstart the process of creating your video, there are a few more things to consider. Outsourcing this task to an agency with an expertise in video production may help accelerate your growth. Capsule Marketing has over 10 years of experience providing high-quality video production services using the latest in technology and bespoke animation.
We are always happy to chat with you about creating videos that will showcase your brand! Reach out to an expert in video production or read about our video production and animation services.
