Creating a promotional video can be an overwhelming prospect, but it doesn’t have to be. With a little forethought and considered planning, video marketing can be incredibly lucrative for businesses, plus it’s proven to increase brand awareness.
Know your goal
First things first, what do you want to achieve? You need to consider the call to action and what you want your audience to do. Do you want people to subscribe, like the video, share it or comment on it? Maybe you want watchers to head on over to your website, pick up the phone or make an impulse purchase. You have to work out what you’re trying to accomplish and go from there. Once you’ve nailed down your intention, you can decide how to get there.
Do your research
Remember that your point of view as an insider of your business won’t necessarily align with your target audience’s. Your content needs to be driven by the viewer’s needs and wishes. So, it is important to do your research in order to find out what makes them tick. This information makes it far easier to see your business through the eyes of a potential customer and then tailor your content to appeal to their interests.
It’s not all about selling
Of course, the aim is ultimately to sell your service or product, but that should rarely be the main focus. An effective video tells a story, you don’t need to be sales focused to have a great video! In fact, according to the Digital Marketing Institute, ‘Businesses should utilise the emotive power of video by appealing to their customer’s needs and desires.’
Making a compelling video to appeal to your target audience will result in organic growth. A great way to connect with your audience is by posting tutorial ‘How To’ videos to entice the viewer with informative and useful content. Y0u could also show your customers behind the scenes of your business so they can feel a personal connection to your company and the team. You could share the amazing journey of your hero product, from concept to the finished article. Alternatively, you might want to take advantage of your rave five-star reviews by putting your customers behind the camera to share their experiences of how they’ve benefited from your product.
The testimonial video we shot for Ryno Group helped them to market their company through the recommendation of their client.
Take a look: