The 7 Habits of Highly Effective Video Marketing - part one

1. Tell a good story.

As a filmmaker this will always be the number one priority for me.
Good storytelling as an art form goes back to our earliest ancestors and is just as important to video marketing and advertising as it is to filmmaking. 

Stories have a beginning, a middle and an end. They make us think. They make us feel. If told well, they inspire us.

At the heart of any good story is an emotional appeal, that pull, when correctly executed creates an emotional connection. Lose that, and your story is quickly forgotten and quite possibly that potential client too.

OPELLO Likes: 2013 John Lewis Christmas Ad

2. Show, don't tell

In the early stages of a customer’s buying cycle they are looking for solutions for a problem. So your instruction is simple: show your customers exactly how your product or service solves their problem. 

Here are some examples of how you can do this:

  • Testimonials are more compelling when you see and hear a customer talk about their experience with your service.
  • Case studies are more engaging when you can actually see how a customer uses your product in their everyday lives or business processes
  • Product demos are far more powerful when you illustrate (i.e. using video or information graphics ) exactly how your process works and benefits your customers.

The power of video and rich media is in its ability to demonstrate the tangible benefits that a product or service can offer.

Imagine a market trader telling you what they were selling instead of showing you.

Imagine a market trader telling you what they were selling instead of showing you.

3. Think like a customer

Here’s a harsh reality check: It’s not about you or what you can offer. There’s a long list of other companies just like yours, and to be honest, you all blur into one abstract, noisy picture.

If you’re promoting a new product, uploading fancy videos of your modern facilities or shots of your attractive staff members won’t keep your viewer engaged. Well, not buying customers that’s for sure.

There are one of 3 reasons why we ever buy into something:

  • Functional benefit (engine size of a car, thickness of a mattress )
  • Economic benefit (will it save time or money, what is the ROI)
  • Emotional benefit (physiological; will it improve social status, self-esteem) 

Like any purpose-built marketing material, your video should be developed with a single goal in mind:

How do I communicate my brand’s understanding of, and solutions to, my customers problems?

Getting the hang of this video marketing malarkey now? Good. 

So now you've got the green light to begin filming, but what format or style should you choose? Or what particular words should be used and avoided?

All will be revealed in part two of The 7 Habits of Highly Effective Video Marketing.

Posted by Richard Etienne.