Video… Any idea as to just how powerful this medium is? No? Then you’d better buckle up, you’re in for a surprise…
Good for consumer demand, excellent for shares, great for SEO, conversions and driving home your message. It’s clear – video is here, and it’s here to stay. If you’re yet to get to grips with a carefully crafted video marketing strategy, now’s the time (and here’s the three fundamentals you’ll need to know).
- It’s not about you. It’s about them (and their story, not overwhelming them with specs and features)
It’s a golden rule of marketing (but one that all too many businesses break)…
Video marketing is not about your product, it’s amazing specifications or your incredible new service. It’s about your target market and their problem (you know… the problem that you help them solve).
The focus of your video should be on the value you provide, and it should mostly remove you from the picture, to providing a ‘WIIFM’ – ‘What’s in it for me?’.
If it all needs a little explaining, adopt the problem-solution-how approach. Here’s a one-minute video that takes this approach broken down by timings…
- The problem– Talk about the pain your customers face (0:00-0:20)
- The solution– Discuss your product or service as the answer (0:20-0:25)
- How it works– Very quickly describe how it works (0:25-0:50)
- A call to action– Tell people them precisely what to do next (0:50-0:60)
Then, consider whether a tear-jerker could work – can you make it emotive? If so you could tap into your consumers’ needs and desires in ways your competitors are struggling to.
- Keep it super short and succinct
One fifth of your audience will click away within just 10 seconds – so get to the point by summarising what the next few minutes cover. In the simplest sense, you must answer the question “why should I watch this?”, and answer it well.
You should also be running to around 150 words per minute – this rate allows for enough time for those cogs to whirl as your message sinks in.
- And finally… Be inspired (or more realistically, pay the pros to be inspired for you)
Inspiration is everywhere – take this rundown of 5 Killer Examples Of Interactive Videos For Corporate Training; this list of 10 Most Creative And Compelling Video Ads Of All Time, or these 50 Delightfully Simple Ideas For Video Content Marketing.
While these can all provide some great inspiration, video creation is tough – not only the development of a concept, but also the technical aspects. Sure, there’s plenty of freebie and almost free software out there that can help in some instances (like Video Scribe, Wideo and Viewbix), but there’s nothing that can possibly replace professional expertise.
An all-in-one video service will mean that you benefit from a professional script writer, a pro voice over, and production values that you’re simply going to be unable to create on your lonesome.