What Actually Matters in Video Marketing

So what's really worth your effort when creating videos that sell products and services?

That's what I'll be explaining in this short article.

First let's think about the purpose of all marketing.

It's to clearly communicate how you can help your customer get from where they don't want to be to where they want to be or closer.

Very simple.

Generally speaking the further you wander away from the simplicity of this... the more confused your prospects will be.

So when creating videos as part of your content strategy it's not video quality that will be the defining factor or the equipment you use.

It's not even the video skills you or your team have.

It's communicating to your ideal client that you are here to support them in getting to where they want to go and giving them evidence so they trust you'll actually do that.

Believe it or not, if your video quality is bad, your audio tinny and your lighting pants, you will still have a better chance of converting more prospects than an expert video guy who knows nothing about brand positioning and marketing.

So forget the vanity metrics and focus on what actually matters.

(1) Targeting

• Get clear on who you are talking to.
• Speak directly to them like you already know who they are and what they want.
• Highlight what it's like to be in the situation they are in.

(2) Brand Promise

• Communicate what your customers will experience every time they interact with your brand.

(e.g. Nike: "To bring inspiration and innovation to every athlete in the world.")

• Communicate a specific result you are here to create for them.

(e.g. Geico: “15 minutes or less can save you 15% or more on car insurance.”

(3) Call to Action

• Build a relationship with them by...
• Giving them the option to join your mailing list or follow you on social media to receive more free content.
• Make your paid offer available to easily purchase.

These 3 pillars can turn a hobby into a business.

This is a big part of how you build a following of hardcore fans who can easily convert to paying customers however there is also another piece to the puzzle...

Engaging your audience!

If you follow each step above but don't verbally communicate well with a good energy or use techniques to hold their attention you could lose them.

So to learn how to engage an audience give this article a read: https://www.dhirubhai.net/pulse/create-impactful-videos-without-any-editing-tricks-filmmaking-horry/

...and don't worry, you you don't have to be cinematographer or have a phd in film studies to do this.

I keep it simple and focus on the fundamentals of great storytelling and creating an emotional connection with your viewers.

When you have both the business minded structure and the creative approach that engages and entertains your followers you'll be unstoppable.

Let's align your creative expression with your entrepreneurial spirit!