Market in Motion: How to Make the Most of Videos

Imagine: the ability to have a one-on-one chat with every single consumer.

Talk to them. Listen to them. Show them who you are, and why you care.

It seems impossible. But with video marketing, this dream is a reality.

Research shows that 92% of B2B customers watch online video, and 43% of B2B customers watch online video when researching products and services for their business.

A video is the ultimate marketing tool. It creates intimate experiences, but also has a wide reach. They broadcast your story: jumping out in news feeds, evolving with consumers’ attention spans and building your overall brand.

And they do it in the most compelling way: Humans process video 60,000 times faster than text.

In a changing, fast-paced, cutthroat world, we favor information that moves along with us. If a picture is worth 1000 words, a video is worth 1,000,000 pictures. So grab your camera and your marketing mentality, and we’ll help you create some content to grab your consumers.

1. Understanding your audience

The most important part of video marketing is understanding who you are marketing to: Who is following your content, and what do they want to see?

Analyze your audience using analytics tools. YouTube Analytics and Google Analytics are great places to start to gather data on your viewers and their behavior.

The best way to find out what people want to see is often … to just ask! Poll viewers on key factors before tackling any large-scale video project.

  • What content have you seen that you enjoyed?
  • What do you want to see?
  • How do you perceive my business?
  • What is my business’ brand?

2. Going for Goals: Strategize, Set, Specify

Once you figure out what people want to see, strategize goals, set out the details and specify postmortem measurements for determining if your video was a success.

  • Are you aiming to generate leads, or inform current users?
  • Do you want to focus on number of views, or do you want people to really absorb your content?
  • Is there a certain product you’re hoping to promote or a certain action you want viewers to take?

Once you determine your overall desired outcome, create specific goals and meet them. Come up with hard numbers on different metrics that will determine your success, such as view count, play rate, engagement, social sharing, click-through rate, conversion rate and feedback. 

3. Logic and Emotion

Planning and measuring only go so far; what the content contains makes or breaks the success of your video. Hone in on viewers’ logic and emotion to create videos that are compelling and motivate future purchases.

Show viewers that your business can solve a problem. Take an issue your consumers face and walk them through, step-by-step, on how to fix it. It’s one thing for you to tell potential consumers why your product makes sense; it’s another for them to see it actually create change from start to finish.

Some consumers are more motivated by what they feel more than what they think. Video is the perfect tool for connecting to consumers and tapping into their hearts. Hook viewers with a story about how your business began, or how your product changed a consumers’ life. Be sure to use music, images and voice-overs to dramatize your video when appropriate.

TIP: Keep your video short. Social media videos under 90 seconds have an average retention rate of 53% compared to 10% for videos over 30 minutes

4. Suit & Tie vs. Sneakers & Shorts

Just as there are many ways to physically present yourself, there are many modes of virtual expression. Two of them are developed films (Suit & Tie) and raw footage (Sneakers & Shorts). One, both or a combination of the two might be ideal for your company.

Suit & Tie
Videos are your shot to show the world who you are, and so you want to look good. This type of video projects your best self; it’s scripted, rehearsed, been through rounds of edits and sculpted into the exact mold that shows the world who you are as a professional.
Essentially: Dress to impress.
Sneakers & Shorts
Videos also showcase the authenticity of your business and capture emotions, and so you want to appear approachable. This type video allows viewers to sit right by your side: it’s often live, bare bones, untouched and real. People appreciate people, so this is your chance to reach out, person-to-person.
Essentially: Be transparent.

5. Beyond!

The answer to that question should be what you want viewers to do after having watched your video, based on the goals you established earlier.

Your video can be an in-the-moment piece of content or a living, inspiring, changing marketing tool that inspires true growth. Make sure your video goes beyond the video with necessary next steps, whether that be a link to a specific product, a clear call-to-action or a way to engage with your company.

For example: Coca-Cola’s 2018 ad calls on viewers to “share a coke” with their family members. Coca-Cola is just one of the many companies that use FORTVISION, a digital marketing service that uses AI technology to create personalized experiences for users.

Always, always, ALWAYS provide easily accessible links!

6. Sharing is Caring

Obviously, the wider you reach, the more effective your video will be.

According to Skeleton Products, videos are shared 12x more than text and link posts combined, and the average video shares of 25 million Facebook posts from 10,000 publishers had more than doubled in a single year.

Use programs such as Talkwalker to stay up to date on your content’s social media activity.

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