You can shoot videos with testimonials by customers. This can encourage sharing by your customers on your products. By facilitating discussion, you can promote your product through talk and word-of-mouth of how your customers fully utilized your product to “solve” some of their problems.
Use Video to Generate a Community
Encourage talk, conversation, communication, and interaction. Social media should be used to encourage public notices and promotions. If you have something special to offer, a sale, a promotion, or an introductory offer, showcase it. Let the people talk about it and share with their social circles.
Give Good Information
Do your homework and do some research on the market, your competition, and your product. Why is your product better or different? How does it perform compared to your competitors. If your product is good, you will be confident on how it does compared to the rest. Don’t be shy, brag, boast, and promote your product or service. Give complete and well-rounded description, details, and explanations. Don’t be afraid to give some technical information since this will showcase you as the expert.
Provide Further Information
Do more, give more, tell more. Don’t hesitate to talk and talk about your business, your product, your service, and keep telling your story in many ways. If you have a valid solution to the consistent problems your customers are having, don’t be afraid of relating your “cure.” Keep on informing them and this will generate genuine interest and real conversions.
Video is effective marketing. 70 percent is displayed in search results online. In order to develop your video marketing campaign, you need the preparation phase. You need to layout the tasks involved in building your strategy. You will need to get the big picture on how to get a response from your viewers and help them convert and transform into satisfied customers.
The Basis Steps
- Your Purpose. Define what and why you are creating the videos. What is your message? Why are you sending out this message. This will help create a very specific and targeted video with simpler messages. Your videos will be shorter and easier to digest.
- Build brand awareness
- To generate leads
- Demo a new product or service
- Educate a market
- Your Targeted Message. With more crafted and targeted message, you’re going to see more responses as the content will resonate with more appeal with your audiences who want and need your product or service.
- Cost-effective Video. Your specific and targeted video will be easier to produce and so, save costs compared to a catch-all video.
Your Target Audience, the Perfect Customer
After you’ve defined your purpose, you need to do discover who your audience is and who you are targeting. A good way to come up with this answer is to ask the question, “who would I have a conversation with?” This “dialogue” is not just someone you imagine, but industry and trade specific. Keep in mind who your ideal customer is and how you would talk to them. This sets the tone for your engaging and appealing video content and message.
After you have defined your purpose and identified your target audience, it’s now time to pick your video style or video type.
Here’s just a few options:
- Talking heads
- Explainer/Case Study
- Product demo
- Behind-the-scenes/quick flash documentary
In Your Video, You Will Have to Consider the Tone
- Informative or educational
- Corporate or creative
- Humorous or serious
- Traditional or irreverent
- Market leader or new entrant
- Technical or colloquial
- Collaborative or competitive
- Formal or informal
Deciding on the Right Video Format
Think about your brand and existing customers. Pick a style that is appropriate for your audience and a tone that “fits” with your customers’ needs and wants. Always remember that your audiences are not random but actually potential customers. So you should address them the way you would talk to a current customer.
Just Be Yourself
It’s easy, you don’t need to act. With your appropriate tone and content, now be who you are. Be sincere and genuine and this will show congruity and direct appeal to the audience. They will get a chance to hear the authentic and genuine words from the business owner which will go a long way to appeal and attract the audience and woo them into being customers.
Use your video campaigns for engagement with the audience. This means to tell a story whether it’s about your company, your product or service offering, or simply to talk about the problems the users have and how you can address their needs. Talk about your customers. Talk about how you can improve their lives.
Engage Them with Entertainment and Impressions
Be relevant with users by targeting them based on location, geography, socio-economic demographics, etc. Be sure your video plays to please the viewer. Your “conversation” with the viewer must set them in the right mood with persuasive talk. Use it to move them into action and give them the right impression to trust you and take cues from you to a call-to-action.
CTA is a Chance for Conversion
Make your CTA (Call-To-Action) unique and special. Give more, by giving more information they need to make the “right” decision. The right decision is to buy from you. Give them more reasons why they should trust you and your product or service offering. Give them other customers’ experiences or words they use to describe you. Integrate other sharing done on social media to help them come to this conclusion.
Use Video to Target Your Audience Across Social Media and Channels
Storytelling through a short video is easy to share and combine in multiple channels. Driving traffic to your site becomes easier once one video is released. By completing the next video and next one, in a series of efforts in a uniting theme your traffic increases. This series of videos combines unique storytelling that has the function of consistent and persistent messaging to drive traffic through multiple channels and diverse social media.
Your video should humanize the customers’ problem. At the heart of customers’ curiosity and questions are their needs. If you show you understand them by demonstrating that you have “listened” to them, you show that you have been busily undergoing the task of building a better product or service offering based on your observations.
Find Your Narrative
What are you going to talk about? It’s emotional content marketing to the customers. You need to address how the intended use of your product or service will implement solutions to their specific requirements and needs.
How to Tell the Story
You might find that using a specific example of a customer’s success with your offering can bring a better idea for your potential customer. A simple story and explanation helps people to better understand how your business fits into the wider context of their existing lives.
Use Your Knowledge and Team of Experts
Try interviewing a staff member, a colleague, or employee. Ask them for their opinions on how the job is done. What are the answers to their solutions? Demonstrating team effort to fit the needs of your customers goes a long way. They can trust that they are supported by more than one person and the whole company is involved. Business videos should involve everyone including your team who are the support network as well key members of your solution team.
You may not be able to say it all in one short video. People may not be able to listen to everything you have to say in one video. Short videos are good to keep your viewer’s attention span. It should have just enough information to hook your audience and feed off their interest.
What it Means to Persuade Them with a Video
You have to address the questions they have. That means doing your homework and figuring out what their questions are. You are the expert and authority, so this means you must know something about the customers’ problems and needs. Address it in your series. Identify your credentials. Address the problem and needs. And talk about your solution. Show them how it works.
Give Them Reasons Why They Should Believe You and Follow You
Why are you the person to believe and not the others or your competition? Your content should be about how you solved other people’s problems. How did you help them with their needs with your product or service offering? How did you bring solutions to the table with your unique and different ideas? How are you better? You must answer those questions. Be ready to show that you are better than your competition.
Content Marketing is Words After All
Even though this is video and visuals are involved, language is still going to make the bulk of your consumable content. Your words and talk are going to be at the heart of what they listen to and follow through on. Be careful and be smart about the words you choose to say on your video.
In the first few seconds of your short video, you should identify yourself. This should be the hook as in what is it about you that should gain interest from the viewer. Address this ‘reason’ for attention to audience simply by stating your authority or expertise in the area of the why they are watching your video or ended up on your landing page.
Help Your Audience Continue the Interest with a Pitch
Give them what they’re looking for. Offer a hook, a reason, a pitch, either with humor or some catchy insight as to what the problem is and why they are seeking out the solution. Show the window to what the solution may be. Clearly state the problem and why you are here to solve the problem for them with your product or service offering.
Give Them the Relevant Information
Now explain what you can do for them. In your video show your audience with your conversation and actions that you are the best qualified to help them with their needs. Describe, in a few words, what makes you the best. Use clear wording. Be direct. Use power words. Don’t hesitate to communicate clearly.
Be Ready for Conversion
Conversion occurs when your audience believes you. If you establish yourself as the expert and authority, and give the relevant information to satisfy their curiosity, you will be more likely to have a customer.
Coming up with a script isn’t anything new. All the conventional wisdoms of marketing 101 come into play. When you create the content for your video script even if it is for a short video there are some key points to remember.
- Treat your customers right. Be genuine in your interaction. Use words that will instill trust. Use honest information and facts. Share experiences whether they’re your own or other customers’ that are relevant to the viewers’ experiences. Don’t be afraid to name or identify yourself in the process.
- Don’t come on too strong. Be subtle in your messaging. Cue your viewers into what to expect from your video content. Use your talk to talk and help them through the process of understanding a solution, how a product works, or how your business can improve their lives, but use suggestions, and recommendations. Be persuasive, not commanding.
- Do your homework and always listen. Find out what your customers are saying. Address this in your videos. Talk about the problems your customers have and use some of the language they use. They will feel you understand them better.
- Treat customers like they are valued partners. Use feedback seriously and try doing a FAQ (Frequently Asked Questions) interview.
- Build trust. Show sensitivity to customers’ needs and wants. Talk about the good and bad of what is out there in the market. Use intelligent discussion and show transparency. Be honest about yourself. Transparency engages the audience and builds their trust.
Use headlines in your videos that are attention grabbers. Language is half the job in your short videos. Remember, colorful language that is descriptive, power verbs, dynamic adjectives, and strong key terms are going to grab attention. They will show off your smarts, your knowledge, and your authority. They are also going to intrigue your audience as to how you know so much.
Use the Advantage of Visuals and Imagery in Your Video Offerings
Remember, an image captures things that words can’t say. When your audience is watching you in front of the camera, ask yourself what else you can do to intrigue them and get their attention. Use gestures, either hand, or body language. Be mindful of your facial expressions. Use direct eye contact with the camera; a direct gaze will engage the viewer and more likely encourage trust. Hand gestures emphasize. A smile encourages, inspires, and motivates. Simple things like sitting up straight show leadership. Other body language positions will indicate levels of comfort and authority. This will help you to promote you, and what you represent, your business and product.
Keep Your Talk Concise and Consumable
Even in a short video that is one minute long, you will have to win the attention of your viewer. That means keeping your message concise, direct, and easy to understand. Don’t make it difficult for them to connect with your message. Spoon feed your message by creating talking in a way that is conversational, friendly, informative, and relevant to what they want to hear and learn about. Remember, it’s about them.
Having the right foundation is key for your explainer video. That involves having a well-written and engaging script. In order to have a persuasive script, you need to prepare by knowing your audience, developing a clear and main message, and a push-pull call-to-action. Here’s how to do it in 7 steps.
- Keep a short script.
- Put your main message within the first half minute of your video. Your first 10-15 seconds are critical. The first one or two sentences are the hook. So watch what you say. Minimize slack in the beginning and make a dramatic entrance.
- Speak to audience directly. Use personal pronouns such as “you” and “your.” Focus on their interests and engage them with information they are seeking and want to know about.
- Use the right tone. Find the voice which is conversational, friendly, useful, and informative. Keep it light and use a mental picture of the type of customers you are speaking to and maintain a “dialogue” with your audience.
- Tell a story. Your explainer video should present a problem or conflict, bring a solution to the table, and explain how it works. Then, a guide to a call-to-action as in “here’s how” demonstration for what the consumer should do next.
- Use humor appropriately. Funniness and fun are effective story-telling techniques. But be sure to use it wisely.
- Pace yourself. Speak carefully and slowly, between 125-150 words per minute.