Website design By BotEap.com3 Steps to Reach Your Ideal Customer with Video Content
Website design By BotEap.comIs video a part of your marketing strategy? If not, it has to be! Why? Well, consumers are now comfortable with video marketing, and many now expect it from brands they know and trust.
Website design By BotEap.comI know it took me a while to get comfortable with video, especially the ones that required me to get in front of the camera! But there are plenty of ways you can make videos, so if you’re camera-shy, fear not, you don’t need to be a video star to get started.
Website design By BotEap.comThe truth is, having a well-written product description, catchy paid ad, or slick landing page is no longer enough to satisfy much of your target audience. According to a recent Wyzowl survey, 84% of respondents said they were convinced to buy a product or service by watching a brand’s video.
Website design By BotEap.comNow, maybe you are stating that yes, you focus on video marketing. That’s great! But do you have a strategy based on your ideal customer profile, or are you just releasing content in the hope that something will stick?
Website design By BotEap.comAccording to CISCO, video traffic will account for 82% of all global consumer internet traffic by 2021.
Website design By BotEap.comHere are some benefits of video marketing to further convince you that a carefully crafted plan pays off:
- You can create awareness about your product or service.
- It’s a smart way to engage/entertain your target audience on your website/social media
- It helps to clearly explain your product or service to people.
- You contribute to customer retention if you offer valuable tips and advice.
Website design By BotEap.com It’s time to seize the opportunity to use this essential, but often overlooked marketing tactic.
Website design By BotEap.comHere are three steps to creating a video marketing strategy that will increase engagement, leads, and sales.
Website design By BotEap.com1. Choose your channels.
Website design By BotEap.comNot every brand should create YouTube videos, nor should every small business owner put videos on the home page of their website.
Website design By BotEap.comFor example, I have found that Twitter is the best platform for sharing our blogs and articles, but Facebook is the best for connecting with my target audience through video. Could Facebook Live video crafting be your ticket to the hearts of your customers?
Website design By BotEap.comTo give you an idea of which platforms might be best for your small business, here’s a quick breakdown:
- YouTube is the second largest search engine in the world (after Google, who owns it). You will find a wide variety of industries and topics on this platform.
- Twitter is generally used more as a news site than a social networking site, and content has always been largely consumed on mobile devices.
- LinkedIn is an ideal point to share more professional material. LinkedIn claims that people say it is 3 times more reliable at delivering valuable content, compared to other social platforms.
- Facebook: According to Facebook, there were more than 3.5 billion live streams in 2018. Since 2016, Facebook Live streams have doubled every year.
- Snapchat is growing rapidly and is generally associated with a younger user base (think millennials).
- TikTok is also considered a youth platform; Statistics show that approximately 50% of the global audience is under the age of 34; 26% are between 18 and 24 years old.
Website design By BotEap.com So where is your ideal client?
Website design By BotEap.com2. Plan your content carefully.
Website design By BotEap.comI’m not telling you that every word has to be written down, or that you can’t do an impromptu Facebook Live to respond to a current event.
Website design By BotEap.comBut before you record your message, ask yourself a few questions. Will this footage add value to your customer’s life? Does it represent your brand’s voice, tone and mission? Are you explaining yourself succinctly and providing a clear call to action?
Website design By BotEap.comTo find the answers to these questions, always go back to your Ideal Customer Profile (ICP). This will tell you who your target audience is, from their age range and occupation, to their lifestyle and pain points.
Website design By BotEap.comAs part of determining your ideal customer profile, you probably created buyer personas as part of your initial branding strategy. If you haven’t yet created brand personas to define your ideal target market, contact us to find out how we can help.
Website design By BotEap.comAnd it’s not just about what you say, but how long it takes you to say it. A large part of your video marketing strategy will determine the length of your content. For example, research shows that Instagram videos should be around 30 seconds long and YouTube around two minutes. BuzzSumo found that the top-performing Facebook Lives last between 15 and 20 minutes.
Website design By BotEap.comBy creating a calendar and planning your time in advance, using this tactic will be easier and more effective. You won’t fumble for ideas at the last minute or shoot things that don’t resonate with your target audience.
Website design By BotEap.com3. Test it and test it repeatedly!
Website design By BotEap.comMany small business owners are intimidated by the idea of recording content to share with their customers.
Website design By BotEap.comBut you don’t need a big budget, fancy equipment, or movie star looks to succeed. What you do need is the ability and willingness to listen to your customers.
Website design By BotEap.comJust like you would with a display ad campaign or landing page, you need to look at your data to determine what’s working and what’s not. You can see the performance of a campaign by measuring things like:
- Engagement Rate: This measures the interaction someone had with your content, including watch time and whether or not they skipped.
- Game Fee: This is the percentage of visitors who actually clicked play and started watching.
- Social sharing: This shows how many people share your images on social platforms.
Website design By BotEap.com A/B testing can be a valuable way to see things like what works best at what time of day, which channels are best for specific content, and what duration your target audience prefers.
Website design By BotEap.com*****
Website design By BotEap.comREAD: Your 2020 guide on how to get the most out of video marketing
Website design By BotEap.comIn recent years, we’ve seen a massive increase in video content appearing online, and there’s no sign of it slowing down.
Website design By BotEap.comFrom creating webinars to including short clips in emails, a video marketing strategy is a must if you want to really engage with your audience to improve brand awareness and increase leads and sales. Here are three trends for 2020 and beyond.
Website design By BotEap.comRead more on our website.
Website design By BotEap.com*****
Website design By BotEap.comVideo marketing has gone from being a nice thing to having it. It’s worth your time and effort to create compelling, compelling images that will keep your customers coming back for more.
Website design By BotEap.comBut no matter what comes to mind, remember that today’s customers deserve and demand empathy-based marketing. Learn more about empathic content marketing here, and happy filming!
