Previously on...the 7 habits of highly effective video marketing:
- Tell a good story - emotional connection with your target audience is the greatest marketing tool
- Show, don’t tell - Humans retain up to 90% more information through visuals than over text.
- Think like a customer - what are the functional, economic and/or emotional benefits to the customer
Now you're all caught up, let's crack on with the final part of our series.
4. Choose your words wisely
Equipment is the last thing you need to be concerned about. They will function as they've been created to. Above all, your choice of words should be given the greatest attention as its use has the power to engage or enrage your viewers.
Here are 4 key things to consider when developing a script or outline:
- Do you understand the key issues affecting your industry?
- What are the top three messages that you have to communicate?
- Are you clearly outlining the benefits that will best resonate with your target audience?
- Is your language and tone reflective of your audience?
Remember: style won’t count for much if your message doesn’t resonate with your audience.
5. Scripted or ad-lib?
Spontaneous, unscripted videos provides a natural tone and authenticity that resonates well with viewers. This ultimately means little effort and planning goes into what questions are asked, how people on-camera respond and how the final product is edited.
Even if a formal script is not developed, the business objective, structure and desired outcome of the video should all be considered and coordinated during both pre‐ and post‐production stages. You should never start a video project without knowing exactly what you want the video to communicate.
6. Select the correct format, structure and style of video
Every video marketing objective is unique and there are a multitude of relatively affordable cameras and editing software packages to help you meet your brand's communications needs. Consider alternative approaches and formats before committing.
The term ‘corporate video’ made sense ten years ago when most corporate videos were the same. Today, there are many different ways you can use video to promote your brand. Here are 42 examples.
7. Define business objectives (and outcomes) first.
Consider the following when planning to implement video on your website:
- At what stage of the buying cycle are you targeting your prospects? i.e. Product presentations (that highlight benefits – the customer’s perspective) are more appropriate during the consideration phase. Product demos (that highlight features – your perspective) are more helpful during the comparison phase.
- Who is your audience? If your answer is “…well, everyone really” you’re probably wasting your money. The vast majority of YouTube viewers are not your audience. There is a considerable difference between ‘views’ and ‘targeted views.’ Creating one broadly focused web video might add value but you should also consider breaking your web video into discreet pieces that speak to specific audiences. Successful marketing always starts with targeting.
- What are the measurable business outcomes? How do you measure success? You should be able to quantify the business value by measuring click‐thru’s, registrations, time spent watching the presentation or some other objective business metric.
For more information on any of the points covered in this series, feel free to contact me (Richard) and I'll do my best to have my 10 years experience in video marketing work hard for you.