Video content: three things to consider

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According to Adobe, 51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI. There’s no doubt its popularity and effectiveness continue to grow. Here are three things to consider when creating video content:

1. Deliver the information your customers want to receive. Not what you want to communicate.

At times, marketers fall victim to listing the accolades of a product or service, and then wonder why the list-style video isn’t lighting their sales world on fire.

It’s important to realize and embrace that it’s not about you or your company or your products. At all. If your video is going to resonate, it’s got to be, first and foremost, about the needs and wants of your customers. What do they want? What do they value? What is going to encourage them to take action?

By demonstrating that you know something about THEM, and they’ll be more likely to learn a thing or two about you.

2. Be as direct as you can.

Research shows that video content is the most consumed and engaged-with type of media. But while that’s a very promising stat, it doesn’t mean that your customers have nothing better to do. Unless a video is relevant and useful to them, they’ll move on. Quickly. Your job is to be sure they are fully engaged and that you communicate the most important things first.

Don’t beat around the bush. Get to the point. Be direct and be clear. If you don’t (anticipate and) answer their questions, they’ll be less likely to take the next step toward purchasing your product.

3. Put it to work for you.

It’s not enough to concept and produce a great video. Even if you’ve been very direct in answering all your customers’ questions and frustrations, it’s won’t mean a hill of beans if they don’t see it.

Leverage as many channels as possible to deliver and/or drive to the video. Channels could include a company blog, e-newsletter, direct marketing, social media and more. And video is a great way to increase the click-thru rates of digital ads.

Video is an important tool – but it’s what you do and how you do it that really matters.

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