How video can serve your business -4 simple pillars
Video has become a critical aspect of a successful business strategy. Studies show that the use of video can lead to a significant increase in conversions, with videos on landing pages increasing conversions by 80%-86%.
Additionally, 92% of mobile video consumers share videos with others, demonstrating the viral potential of video content.
Furthermore, 59% of executives prefer video over text, indicating that this format is favored by decision-makers and influencers.
The average user also spends 88% more time on a website with video, highlighting the ability of video to capture and hold audience attention.
If you are unfamiliar with video marketing and do not know where to begin, don’t panic. I have laid out Noel Media House’s 4 simple pillars we use to outline high quality videos for businesses just like yours. Let's get rolling!
WHY do you need video?
Before we jump into the four pillars it is necessary to think about why you’re interested in using video within your business in the first place. Is it just because someone in a Podcast (or some guy by the name of Christian) told you it was necessary? Maybe you keep hearing the buzz about how awesome social media marketing is? Truth is, while yes, everyone can benefit from video, your marketing dollars could also be well spent elsewhere. Many videographers will completely breeze past your ‘why’ when working with your business because all they’re interested in is creating pretty pictures for you, that more often than not, don’t convert to sales. You need to approach video from a strategic standpoint, before that of an artistic one. Are you aiming for brand recognition, locally or globally? Are you looking to attract new, high-quality hires by showing how great your company is? Are you selling a product and need to track your ROAS (Return On Ad Spend) associated with the video material? These are just a few of the questions to consider when thinking about why you need video. Once you’ve landed on your ‘why’, we can tackle the four pillars to a successful video marketing strategy below.
Pillar 1 - Who are you talking to?
It is important to understand who your target customer, or as we like to call it, your ICA (Ideal Customer Avatar) is so you won’t waste time creating a generic video that says a lot but means nothing. Pretend that you're sharing your company's story with your ICA. Who are they and what are you welcoming them to be part of? How will they respond from watching your video? How do you want them to feel? Are you being authentic? This will give you a guideline for deciding how to approach the video(s) and what the deliverables should look like.
Pillar 2 - What value does your video give to your target customer?
What is the intended value you want the viewer to get from the video? Do you want them to laugh or cry? Will they learn something practical or stimulating? Can they solve their problem from watching the video? By adding value to the viewers life, you already deposit a piece of trust between them and your brand. Otherwise the viewer must take the initiative to establish a relationship, and with uncountable organizations competing for their attention, this can be very difficult. It is best for you to take the first step. And remember, you’re not the hero in their story, you are their guide.
Pillar 3 - How are you different?
Your value must be clearly defined and personable. If you are selling soap and your pitch is that it will make you clean, how do you stand out? You don’t. If instead you say that your soap removes dirt 50% quicker than your competitors and will give you smoother skin, leaving you feeling ready to dominate the week ahead, then you have differentiated yourself from the competition. Telling your brand story is one of the best ways of setting yourself apart. Every successful or growing business has something like this, that video can be used to share. You must communicate, in a true and authentic way, to your ICA that YOU truly care about your community and your community will return the favor.
Pillar 4 - What should your target customer do now?
The purpose of investing in a marketing video is to get your target customer to take an intended action. Do you want them to buy your product? Give a reference to a friend? If your target customer likes your video but does nothing about it, then the video is unsuccessful. Define what your success looks like and give your audience an easy way to act. The simplest decision is usually the best.
If you found this post helpful please consider sharing it with a friend who might also enjoy it. If you’re interested in getting a video produced for your business, but aren’t quite sure where to start or what you need, book your free 30 minute strategy session with us today!
