Video is an excellent marketing tool offering high engagement rates from viewers. Marketers are discovering viewers remain on websites longer when video is included. ComScore even reported 64% of viewers are more likely to buy something after watching a video. Many marketers often still struggle to get a viewer to take further action. Creating one video might not be enough. You’ll need a strategy to take visitors through the process of watching a video and then taking the desired action. So what are the stages in developing a successful promotional video?
Identify a Problem
Almost every niche will have a series of problems audiences want solved. From fitness to dog training, it is easy to identify broad problems. Yet, you can often find less obvious issues too. Fitness, for example, might deal with the problem of weight loss. The less obvious issue might be trying to lose weight from a specific area of the body. If you pay attention on social media and in forums, you can often discover the sources of your audience’s discomfort. You can learn even more about your audience by conducting surveys.[clickToTweet tweet=”Video is an excellent marketing tool offering high engagement rates from viewers.” quote=”Video is an excellent marketing tool offering high engagement rates from viewers.”]
Offer a Solution
Your video will need to offer a tangible solution to the problem addressed. If you make a promise in the title, the content had better address that promise and back it up. No matter what your goal, quality content is important if you want to capture your audience. Create content that offers solutions. But also have extra content you can offer the people who want more.
Develop the Relationship
Building a relationship will increase the chances viewers will subscribe for more content. Try to tell a story, whether it is personal or the story of your business. If people can relate to you, they will be far more likely to remember you in the future. To develop a relationship, understanding your customer demographics is important. Use tools like Alexa, SimilarWeb, and SEMrush to perform market research to learn more about your audience.
Providing the content you promised in the title is one way to build trust, but you can do more. Detailing your research by providing sources can be effective. Discussing your own personal experiences is also a great way to establish trust. It’s all about building relationships. A single video might not be enough to gain your viewer’s complete trust. But it will help build a rapport that makes them comfortable taking the next step.
Use a Call to Action
Last but not least. Using a call to action increases the chance your viewers will take action. Don’t make them search for your offers. Make it clear what you want them to do next by including prominent links and reasons for taking action. While you won’t convince everyone to use your call to action, many of them will if the content is good.[clickToTweet tweet=”Using a call to action in your videos increases the chance your viewers will take action. ” quote=”Using a call to action in your videos increases the chance your viewers will take action. “]
It is possible to follow this process, but still not damage the quality of the video. If viewers feel the content is too promotional, they will often stop watching the video. But structured content focusing on quality will be enough to keep them engaged. You can use video to drive targeted traffic to your website. It might also be an added element that appeals to a certain demographic. Promotional videos can work for almost all businesses operating online.
Bottom line? Do you want more people to watch your videos and take action? Then you’ll need a focused, structured, and targeted marketing strategy.
Also published on Medium.
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up shopping carts and editing video, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!