Oftentimes, our social media video marketing efforts are weighed down by our own customers for the lack of thoughtful stories that can touch upon them. These are like run-of-the-mill, telling everything that the target viewers are least interested in knowing. And the heavy budgets we utilize to create a ‘so called’ powerful video is usually downcast as a no-brainer. There does exist a gap between what we do and what is expected of us. Whether it is B2B video marketing or B2C video marketing, the underlying objective of filling the gap remains the same.
Read aloud to know what it takes to fill the gap and take you closer to your target audience through effective video marketing strategies.
Tell a story that resonates with THE CUSTOMER'S problem
First things first. Your viewer who is also your target audience is the protagonist of your story, not you. Period.
The video should only be about your customers, your viewers, your target audience whom you want to inspire, motivate, entice or call to act. Think of this as the first thought in creating your video marketing campaign.
Why do you have to do this?
Because, unless you can build a connect with them, they are not going to trust you. If you are planning to build an impression about your brand through video marketing or social media video marketing campaigns, you need to sow the seeds of trust in your viewers. And if it is done on solid grounds, it is bound to sprout into a relationship. Later you can make the relationship last by nurturing it.
Now, how do you build trust?
By telling them clearly how their problem is closer to you than anything else, and how they can find a trustworthy mentor in you, who can lead them out safely from the problem and transform their identity for good. Let’s break this down…
Your business video depicts your prospective customer’s problem as a story, wherein the customer is the protagonist, your brand is the solution and you are the Godfather who will show them the right path. Therefore, the video must take your audience on a journey. It must be like saying, “Come, let's go for skiing in the Alps”. This prepares the viewer to look forward to meeting a new person, visiting a new story and throws in an element of suspense, excitement and enthusiasm to know what would unfold, how they would greet each other, what questions they would ask one another, how friendly and comfortable the meeting would be, etc.
Your business video has to be a medium to do exactly this. Only then will you be in a position to count your engagements with your audience. This being the first step to engage them instantly.
So here is how you build your video story. Take a close look at the stages below.
Problem faced by customers
Telling their own story, having them as the protagonist / subject and keeping their problem as the predicate, you can strike a powerful chord with them. Gain the initial interest to pull them to the next level.
Acknowledge, build a storyboard to connect
Through your video, you are telling them that you know their problem and that you identify with it. This is a way to acknowledge that such a problem exists, take for example in B2B, the problem of inadequate leads to website or in B2C, shortage of availability of extra-large sizes in casual wear. These are the problems faced by customers that need to be identified and matched with your offering to create a thoughtful video marketing strategy. And this is what you need to build a storyboard upon.
Gain customer's trust
Once you have conveyed their story across and have built a connect, you are on your way to gaining their trust. Because, by this time they will understand that you have got a solution to their problem and you know how to get them out of it.
Guide them out of their problem and channelize their growth
As a mentor and guide, now it is up to you to show them out of their tricky situation. This is where your brand comes into play. At this stage, your brand is the elixir that will take your customer out of a said problem and give them an identity, position or status that they have been wanting to attain in their life.
Get your video marketing strategy aligned to meet and greet your viewers through these stages. This will ensure success that both you and your viewer would be proud of. Isn’t this a sure shot win-win?
SPECIFY A CALL TO ACTION
So, your video is ready and you have all the hashtags and interlinks in place to accompany the video on multiple channels of marketing. Ever thought of how your audience will get back to you, if interested, after watching your video?
Oh, oh… It will be like reaching the finishing line first, but the medal going to a contender. So, never miss specifying a call to action at the end of the video. Clear, precise and concise, the call to action is the only actable chord in your entire video marketing campaign that can connect you with your leads or prospective customers. Never miss this!
BOOST YOUR VIDEO MARKETING THROUGH MULTI-CHANNEL STRATEGY
Factor this. You got your first steps right. Thorough and perfect. And you went on to market your video on social media aggressively. Does it sound like an alarm bell? Yes, it does.
For your online video marketing to be impactful, you need to get it out on multiple channels. Utilize, not just social but also email, display ads, broadcasts, television, mobile, web and all other platforms where it can be aired or showcased. Employ every medium and channel to take the story to your target audience. Get it to all those places where you know you will find your target audience.
PROMOTE YOUR VIDEO WITH DIGITAL VIDEO ADVERTISING
Digital video advertising enables your online video marketing strategy to have a strong base for reaching audiences far and wide. As per a study by Cisco, 80 percent of all web traffic will be video content by 2019 and there will be a threefold surge in video traffic by 2021. Going by this statistic, we are at the verge of video content boom. And what better times could we have asked to live in?
Seize the opportunity! Promote and advertise your video on digital media like there’s no tomorrow.
SPELL OUT HOW YOUR BRAND CAN TRANSFORM LIVES
Let your audience know that they will be better off with your brand.
Clearly define the benefits they can achieve with your brand.
Underline the difference it would make to their identity / standing.
Highlight the transformation in their status post use.
Remember, this is the larger purpose…to make them feel that a brand can change their life and their business for good.
These steps are a way to do your online video marketing, social media video marketing or digital video advertising right.
The journey that you take with your viewer with these tested steps will go a long way in cementing the path for innumerable such journeys that your viewers, existing and new, will look forward to take with you.