Three Steps to Reach Your Ideal Customer With Video Content
Video is a vital part of your marketing strategy. It should be, even if it isn’t. Why? Why?
It took me some time to get used to video, especially those that required me to be in front of the camera. There are many ways to make videos. Even if you are camera shy, don’t worry!
It’s not enough to have a catchy paid advertisement, a compelling product description, or a landing page that is well-written. Wyzowl’s recent survey found that 84% of respondents have been persuaded to purchase a product or service after watching a video from a brand.
Maybe you are remarking that you do indeed focus on video marketing. It’s great! That’s great! But, do you really have a strategy? Or are you just throwing out content, hoping it sticks?
According to CISCO, video traffic will account for 82% of all internet consumer traffic worldwide by 2021.
These video marketing benefits will further convince you why a well-crafted plan is worthwhile.
It is possible to increase awareness about your product or service.
This is an intelligent way to entertain your target audience via your website/social media.
This helps people understand your product or service.
If you give valuable tips and advice, it will help customers stay loyal.
This is an excellent opportunity to use this critical but often overlooked marketing tactic.
These are the steps that will help you create a video marketing strategy to increase sales, leads, and engagement.
1. Select your channel.
YouTube videos are not the right thing for every brand. Small business owners should also avoid posting YouTube videos on their websites.
Twitter is my favorite platform to share our articles and blogs, but Facebook is the best place to connect with my target audience through video. Are you able to create Facebook Live videos that will reach your customers?
Here’s a quick overview of which platforms may be the best for your small business.
YouTube is second in search engine traffic (after Google). This platform covers a wide range of topics and industries.
Twitter is more of a news site than social media site. Content has been consumed mainly on mobile devices.
LinkedIn is an excellent place to share more professional content. LinkedIn claims it is 3x more trustworthy than other social media platforms for providing valuable content.
Facebook: In 2018, Facebook reported that there were over 3.5 billion live broadcasts. The number of Facebook Live broadcasts has doubled every year since 2016.
Snapchat is proliferating and is often associated with younger users (think millennials).
TikTok can also be considered a platform that appeals to youth. Stats show that around 50% of global audiences are under 34 years old, and 26% are aged between 18-24.
Where is your ideal customer?
2. Plan your content carefully
I am not saying that every word must be written or that you cannot do an impromptu Facebook Live in response to an event.
Before you record your message, think about these questions. Is this footage going to add value for your customer? Is it representative of your brand’s tone, voice, and mission? Is it clear and concise?
These questions can be answered by looking back at your ideal customer profile (ICP) to find the answers. This will give you an idea of your target audience, their age, occupation, and their lifestyle.
You likely created buyer personas to help you determine your ideal customer profile. Contact us if you aren’t familiar with brand personas that can be used to identify your perfect customer market.
It’s not about what you say but how long you take to say it. The length of your video content is an integral part of your video marketing strategy. Research shows that YouTube videos should be about 30 seconds long, while Instagram videos should last around 30 seconds. BuzzSumo discovered that the most popular Facebook Lives are between 15 and 20 minutes in length.
This tactic is easier and more efficient if you have a plan and a calendar. This will ensure that you don’t waste time searching for ideas or shoot material that isn’t relevant to your target audience.
3. It is worth it!
Many small business owners feel intimidated by the thought of creating content for their customers.
To be successful, you don’t necessarily need to have a large budget or fancy equipment. You only need to be able to listen to your customers.
You should examine your data just like you would for a display advertising campaign or landing page. This will help you determine what’s working well and what is not. By measuring the following:
Engagement rate: This is the amount of interaction that someone has with your content. It includes time spent watching and whether they skip ahead.
Play rate: This refers to the percentage of visitors that clicked play and started watching.
Social sharing: This is how many people share your footage on social media.
A/B testing is a great way to find out what works best at which time of the day, what channels work best for a particular piece of content, and what length your target audience prefers.
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READ: How to Make the Most of Video Marketing in 2020
We’ve seen an increase in online video content over the last few years, and it’s not slowing down.
A video marketing strategy is essential if you want your audience to be engaged. This includes creating webinars and having short clips in emails. These are the top three trends for 2020.
