Traditionally, brands interrupted people’s attention with their advertisements. We’ve all had the experience of watching our favourite show on television and just as it’s getting exciting – bang – a commercial break.
No-one turns on the TV to look at the ads. No-one turns on the radio to listen to ads. No-one buys a magazine to read the ads. And no-one jumps into car and drives down the road to look at billboards.
Video content marketing is not about distracting the viewer; it’s about attracting them with useful content. Brands need to provide valuable, relevant and compelling content and deliver it consistently. People want to grow relationships with brands that they see as the trusted source for that particular content. So we need to change our mindset from always trying to promote our product and service to giving the audience the video content they want.
The number one reason why video content marketing programs fail is because they stop. It’s really as simple as that. Video content marketing requires a commitment and as long as you are creating quality videos, you will grow your audience but once you stop, that is the end. So think about video content marketing as a marathon, not a sprint.
The other major failure is because businesses talk about themselves. Once again we need to change our mindset and stop thinking about ourselves and focus on our audience. After all our viewers don’t care about our business. All they care about is how our business can help them solve their problems. At the end of the day, your goal is to build and engage a loyal audience that will support your brand.
Before you pick up your video camera or smartphone, you need to define your video’s objective. What do you specifically want to achieve with this video? For example do you want to;
* Create brand awareness for your business.
* Increase traffic to your website.
* Create your niche authority.
* Build your email list.
* Convert leads into sales.
* Who is your target audience?
Once you have defined your ONE objective, everything you will now do is focused on achieving that ONE objective.
The next step is to identify the target audience that will help you achieve your objective. For instance, if your objective is to increase brand awareness, then your target audience will be viewers that know little or nothing about your business. If your objective is to convert Leads into Sales, then your target audience will on your email list.
When you have identified your target audience, it is well worth while creating a persona of them. In traditional marketing terms, we would call then the “Buyer Persona”. But when we think of “buyer” we think of “selling”. That makes sense but that will work against us. I prefer to you use the term “Audience Persona”. When we think “Audience” we think of sharing valuable content with them.
Start to build your Audience Persona with specific information. How old are they? Where do they live? What is their job, family status, their wants and needs. Dig deeper to discover their core values and beliefs.
And perhaps more important of all what are their pain points? Their pain points will become the content for your video. You must fully understand what keeps them up at nights. And it doesn’t have to be pain of tragic portions – it may be as simple as where will they go on holidays.
The more specific you can target the pain points and the more painful it is for them, then the greater success you will have if you can provide a solution for them.
And then everyone will be winner. The audience will solve their problem and you will achieve your objective.
Video Marketing Strategist