Experienced marketers use video to drive sales

Savvy marketers know exactly what drives their customers, and they leverage video to reach them across every media platform. The friendly team at Producible put their heads together and compiled the following pointers to help plan your next high impact campaign.

1. Understand Your Customer

The cardinal rule of marketing is this: “You are not the customer.” If you market, manufacture, or sell a product, you can't afford to think you know your customers—you must be certain. Experienced marketers immerse themselves in their customer's world. They dive deep into demographics, psychographics, behaviours, and actions through extensive qualitative research to understand what it feels like to walk in their shoes.

Building on these insights, quantitative research offers perspective and scale. Identifying key drivers and ongoing trends reveals market dynamics, such as the impact of seasonal factors, sports results, or even weather on purchase decisions. For instance, restaurants receive 2.7 times more negative reviews when the weather is bad compared to when it’s good.

Segmenting the market into distinct groups allows you to prioritise the most valuable segments and those representing the biggest opportunity. With this intelligence, the focus shifts to targeting—deciding who to market to and who not to. Limited marketing budgets are best deployed once these key decisions are made, providing clarity for all strategic choices ahead.

2. Define Your Sales Story

Once you've identified your target segment, it’s time to craft a compelling sales story that motivates your customers and leaves the competition behind. To build your sales story, consider the following questions:

Who are we talking to?

Why are we relevant to their wants/needs?

What about us catches their attention?

Who are we competing with?

Why are we superior?

What common barriers or concerns can we solve?

What are they really striving for?

Answering these questions helps create a narrative filled with powerful motivations and proof points, forming the foundation of your marketing communications. This ensures every piece of the campaign works hard to gain attention and build engagement.

3. Forge a Team of Expert Partners

With a clear target segment and a strong brand proposition, it’s time to amplify your message through compelling communications. Whether working with external experts or in-house talent, set clear objectives so everyone understands the goal—be it building awareness, lifting engagement, removing uncertainty, explaining a new feature, or demonstrating product benefits.

SMART objectives (Specific, Measured, Ambitious, Realistic, Timed) provide focus and direction. For example:

“Increase brand consideration of SOFT DRINK among male teens from 15% to 30%, becoming the number one carbonated drink this summer.”

By the end of the campaign, you can measure with certainty whether the objective was achieved.

4. Lead, Grow, Win

Set the direction, provide oversight, and give clear, regular feedback—then let your team of experts take ownership. If you’ve followed the previous steps, you’ll have a laser-like focus on your target segment, enough insight to define your competitive advantage, and a SMART objective that balances ambition with reality.

While you are accountable and this brings a degree of fear, true success comes from letting go and leading.

5. Pace Provides Progress

Ambitious brands recognise that creating standout video content is not a sprint but a well-paced process requiring good planning. Allow time to uncover insights that drive strategy, pressure your creative team to develop fresh expressions, and never rush the final production steps.

Successful brands avoid the misallocation of time and respect the importance of producing balanced creative that has the ability to scale.

6. Experienced Marketers Are Boldly Ambitious

Marketers aiming for standout campaigns embrace video as an essential part of their strategy. By following these steps, they create strategies that inform their tactics. A thorough understanding of the customers, segmented precisely, allows for targeted effort and resource allocation.

Clear purpose enhances every layer of the campaign development process. Leading teams with a focus on pace and progress ensures compelling, contextually relevant communications are produced.

Conclusion

By integrating these principles into your strategy, you can leverage the power of video to effectively engage your audience across multiple platforms. The Producible team is here to help you navigate this journey, ensuring your campaigns are not only impactful but also resonant with your target market.

Remember, successful marketing is about understanding your customer deeply, crafting a compelling narrative, collaborating with expert partners, leading with clear objectives, maintaining a steady pace, and embracing bold ambitions. Armed with these insights, your next campaign is poised to drive meaningful connections and achieve remarkable results.

Producible. Where results are made