Video marketing tips for beginners pt. 1
Written by Marliese Andexer 01 / 03 / 2012
Video marketing tips for beginners – 6 questions you really need to consider Part 1
Welcome to Impact Marketing’s beginners’ tips on Video marketing! In this series of blog articles, we will equip you with the fundamentals to develop a successful video marketing strategy. In part 1 and 2 we’ll be looking at 6 essential aspects you should be clear about before you switch on the camera – from defining your target audience and your key message through to video optimisation and defining what to measure.
Online video is a communication tool. Certainly, one of the most effective communication tools marketers have at hand to date. Videos can raise awareness and promote conversion amongst prospective customers while keeping your existing clientele engaged. First off all, let’s take look at a bunch of strategic questions in order to clarify your approach.
1. Why am I communicating? What do I want to accomplish?
So, you have arrived at the conclusion that you want to incorporate video in your overall marketing strategy. More important than the question “What am I going to say?” is establishing why you are choosing to make a video in the first place.
- Do you want to increase the visibility of your business/ organisation or event?
- Are you announcing a new service or event to your customers?
- Do you want to engage people in a certain issue?
- Are you asking people to make a decision or take action?
- Why does anyone need your communication — why should they pay attention?
The answers to these questions should be as clear as possible. Don’t just jump behind the driver’s wheel without knowing where you are going – you will need to focus on your destination. For example, instead of answering something hazy, such as “I want more sales”, be precise and say “I want to gain potential customers’ trust by giving them more information about our organisation and the people that work here.”
In order to measure the impact of the video, the goal needs to be determined upfront.
2. What exactly do I want to communicate? Why is it important?
Keep your message clear and concise. Do not confuse your viewers by trying to communicate a whole lot of different messages in the same video. Ask yourself if your message is concise enough to be condensed into a gripping, short video.
As with any other on- or offline medium, content is king. The clearer your message is, the more compelling your content – the higher your audiences’ engagement levels. Additionally – the length of a video is a crucial factor. Internet users have notoriously short attention spans. Keep your message short and powerful. Remember The Golden Rule of the web: Quality over quantity.
If you find that you have a lot of different messages you want to communicate through video than the best approach is to start thinking about a video marketing strategy.
3. To whom am I communicating? Who is my target audience?
Videos can be used as tools of mass marketing just as well as niche marketing tools. The primary goal of any marketing communication is to be believed. We attempt to influence our audiences’ beliefs, needs and actions. It is important to know that you will never be able to address everyone with the same message.
Before you switch on the record button on your camera you have to ask yourself:
- Who do you see as your potential audience?
- Do I understand what drives my target audience to make a decision?
- Which online platforms does your target audience use mostly?
- Will you be communicating to an existing clientèle or are you trying to win a new audience?
- What makes my target audience tick? What excites them?
Your audience can be broken down into either demographics such as age, gender, income level, ethnic background or psychographics such as lifestyle, hobbies, attitudes etc. and/ or a combination of both.
Once you have identified who you are targeting, where you can find them and what makes them tick, you have a solid base to formulate your key message and start thinking about how to best convey it.
About the author:
Marliese Andexer has an extensive background in all aspects of the web and social media. Her current focus (and love) is video marketing and how to best leverage the exciting medium to create exposure for arts related organisations and businesses. Marliese is Impact Marketing’s project and video production manager.