The article below was featured in the latest issue of ContentWise. ContentWise is a monthly eZine that I would recommend for anyone interested in content marketing. Standard subscription is free.
More and
more corporations are using video as part of their overall marketing
strategies. Once a high barrier to entry due to the sheer expense of video
creation, production and marketing, businesses can now launch effective video
tactics with just a few thousand dollars.
This also
creates a problem. Because it is now so easy to create a video, and the
proliferation of video sharing sites such as YouTube (among others) is ever
increasing, there are more bad videos available than ever before.
What’s
happened is that businesses are continuing to focus on the “technology” and not
the core reason why videos are successful – great content and storytelling
targeted to a specific customer segment.
If you are
considering video as part of your integrated marketing strategy, here are the
success factors.
Tell the
Story, Not Your Story
Like any
valuable, relevant and compelling content you create, a video is not about you,
it’s about your customers. This is the biggest challenge for a corporation to
overcome. So many times businesses want to talk about their products and
services, or position one of their executives as an expert. That’s all fine and
good, but if the video does not meet the informational needs of the individual
watching it, it won’t be watched.
The
solution is simple. Develop a keen understanding of the customer or prospect
group you are targeting. What are their key challenges? What do they need to
know to be more productive at work, or live better lives? Why is your message
important in the first place?
Once that
is established, you can then weave in your marketing objectives into the video
content without selling to them. Remember, your goal is not to sell them, but
to help develop a conversation with them. Without valuable content, there is no
possibility of a conversation.
Forget the
One-Timers and Think “Series”
Like any
other successful communications program, consistency is the key. Many
businesses create video in hopes of that viral one-hit wonder. Really
successful corporate videos build upon each other. Sites like willitblend.com
or askaninja.com didn’t just produce one video and sit back. They planned for ongoing and consistent
videos with a content plan focused on their target customers.
Share It,
Don’t Own It
Just like
your brand doesn’t belong to you anymore (it belongs to your customers), treat
your videos the same way. Don’t just expect your customers and prospects to
only go to your website to view the video. Populate it wherever your customers
may be, whether YouTube, Facebook or probably most fitting, the industry media
sites and portals in your particular niche. Your goal is for your video to be watched, so that you can change or
maintain a behavior. Knowing where your customers are prone to “engage” in your
content is key.
Focus on
Content over Production Value
The days of
six-figure videos are over. Today’s consumers are very accepting of “YouTube
quality” video, which are sometimes viewed as more credible and “real” to
certain consumer groups. What are your current customers viewing habits? That
question will save you a ton in production expenses.
Get Outside
Help
When the
sales and marketing department produces video without outside help, there is an
uncontrollable urge to actively sell in it. Hire a journalist or video content
specialist to give you a third-party view that will help remove the
rose-colored glasses.
Video lets customers view, see and hear things not possible with other formats. The technology is great, but it’s the targeted storytelling that will define your success and bring out the “human” side of your company.
Related Articles:
- A Video Case Study That Works: Burger King Whopper Freakout
- The Traditional Advertiser/Customer Relationship
- The Power of Custom Video
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