One of the biggest challenges businesses face when it comes to video marketing is knowing how to produce strategic content that achieves measurable results. So, on today’s installment of Shoestring’s How to Increase Sales with Video blog, we’re going to give you a crash course on the steps involved in honing your video content strategy.
Most businesses have a pretty clear idea about the profile of their average customer. So, the question of defining the target audience for your video may seem obvious, but it actually requires some careful thought.
For example there may be instances where the decision maker you’re targeting differs from the end user of the product or service.
Let’s say for instance that you’ve developed a new medical technology meant to help senior men who suffer from a particular health problem. While it’s possible that some of those men might be googling around the net looking for solutions, it could also be the case that it is the spouses or children of such men who are the ones conducting the most online research.
Since the type of content that you produce to reach those family members could be completely different than what you’d offer the men themselves, having that critical piece of information could make all the difference when it comes to the effectiveness of the video.
The next question about your audience is where to find them. This involves several components. First, you need to know the point in the buyer’s journey your potential customers are at: Have they just started research into the problem you address? Are they evaluating different companies in your industry? Or are they ready to make a purchase now? Depending on the answer, different approaches will be required to help move them along that journey toward a sale.
The answer to this question can in turn inform where you will find these customers online, and how you should go about targeting your ads. For instance, if your audience is in the initial awareness stage, you will want to optimize the content to be found when people use what are called “top of the funnel” search terms which often include question phrases such as “How do I make an effective marketing video?”
Now that you know precisely who your audience is, you’re ready to clarify the specific purpose of your video.
Let’s say that you’ve learned that most of your potential customers are in that awareness phase, where they don’t know about the type of product you make, let alone your brand.
If this is the case, it would be a waste of money to create an persuasion ad that explains how easy it is to use your company’s product; instead your ad should focus on education and brand awareness.
Once you understand the purpose, you want to set specific campaign goals related to that purpose. To help set goals, we recommend using the S.M.A.R.T method. S.M.A.R.T goals are goals that are Specific, Measurable (in that you can track progress using key performance indicators), Attainable, Relevant (in that they reflect your overall marketing needs), and Timebound (in that they have a specific timeframe for completion).
Of course, the only sure-fire way to ensure that your video content is not only smart and strategic, but beautifully and creatively executed is to hire a professional content marketing agency like Shoestring. Visit our website at reelsmart.co to sign up for a free consultation, and check back with us every two weeks for more expert insights on producing winning content.
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