Create a buzz with video marketing

Sarah Brockwell of award-winning agency sarahBee Marketing explains how and why you should use video to raise awareness for your brand.

Sure as eggs are eggs, if you want to raise awareness of your brand you will need some kind of video along the way. Whether it’s an explainer video for your website, a client case study or testimonial, a VLOG, a viral funny, a short film for your social media, a GIF or the contents of an Eshot, video is now king in the world of marketing.

  • Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in text (Insivia)
  • Internet video traffic made up 79% of global consumer internet traffic in 2018/19 (Chartered Institute of Marketing)
  • 6 out of 10 people would rather watch online videos than television (Google)
  • 81% of businesses already use video as a marketing tool (Hubspot)

Know your target audience

When it comes to video, communicating to your target audience requires skill. If your audience is young and hip you will use a different video production style to an audience that is more mature.

A Buyer Persona is a semi-fictional representation of your ideal customer, based on market research and real data about your existing customers. In other words, it’s the kind of person that you sell your goods or services to.

The Buyer Persona:

    • Who am I?
    • How old?
    • Married, single, family?
    • Level of education?
    • Job or career?
    • Hobbies and interests?
    • What do I read?
    • What social media do I use?

Types of video

So, you are committed to making a video, but what do you want it to achieve? What’s the purpose and what kind of outcome do you expect? How will you measure success? What about SMART goals?

      • What do I want my video to achieve? Why?
      • How will I measure success?
      • How will I research what to include?
      • How will the video fit in with my other
      • marketing collateral?
      • What about my Buyer Persona?
      • What are my outputs and outcomes?

SALES

Will achieve: increased sales of a product or service
Purpose: direct response to a ‘call to action’
Outcome: what’s your KPI? e.g. increase sales by 10% in 6 months

EXPLAINER

Will achieve: client engagement and satisfaction
Purpose: to educate clients on how to use products or services
Outcome: happy clients and possible new sales

VIRAL

Will achieve: likes and shares on social media
Purpose: to raise awareness of your brand
Outcome: increased bandwidth on social media

CASE STUDY

Will achieve: testimonials and praise from your clients
Purpose: to give credibility to your brand
Outcome: showcase of your brand from real-life clients

VIDEO VLOG

Will achieve: a video log (video version of vlog)
Purpose: to give behind the scenes insight
Outcome: increased bandwidth on social media

GIF (Graphic Interchange Format)

Will achieve: likes and shares on social media
Purpose: to raise awareness of your brand
Outcome: increased bandwidth on social media

COMPANY CULTURE

Will achieve: insight into your company
Purpose: can be used for recruitment or sales
Outcome: fast and effective information exchange

STAFF TRAINING 

Will achieve: staff information exchange and engagement
Purpose: choose your training topic e.g. Health & Safety
Outcome: better informed and in sync staff

When creating your video, come up with SMART goals:

S (specific) – e.g. I will make an explainer video film

M (measurable) – the film will be 3 minutes long

A (achievable) – I will need to use equipment like …………

R (realistic) – I will need help from ………..

T (time bound) – I will do this before 30 September


“Videos are simply a more effective way to communicate information about your brand”


Getting the Basics Right

Telling the story

Whether 20 minutes or 20 seconds, make your video tell a story. Have a beginning, middle and end. Think about emotions and how you will engage your target audience. If it is an interview then use personal anecdotes to make the subject seem more human. Use bitesize chunks for your story. Try using a storyboard.

Editing

If you’ve never edited a video before, don’t panic. There are plenty of free and paid video editing options on the market that are easy to use. Editing apps come in all shapes and sizes – here are a few: iMovie from good old Apple / Shotcut / VSDC / Magisto / Adobe Premiere Rush / Final Cut Pro / PowerDirector

Captions and subtitles

As most people watch video on their phones with the sound muted, adding captions is a no-brainer. With captions you can also reach deaf, hard-of hearing viewers, or speakers of different languages. Google: ‘adding captions to your video’ will return lots of how-to videos as well as apps and websites that you can use to add captions.

Your logo

It’s always a great idea to add your logo to the film – top right hand corner is usually best. As well as being a reminder of your brand, this stops anyone stealing your video for their own commercial use.

The ‘call to action’

All good marketing people know that marketing collateral should have a ‘call to action’. This is a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g. ‘buy now’ or ‘click here’ ). Think how you will incorporate a call to action in your video.

The ending

You might have the call to action as your ending but you could also end your film in a more traditional style like a movie with rolling credits, creation date and other pertinent information. If the call to action is your ending, make sure it stays ‘on screen’ long enough for people to see and remember.


Which platform should I host my video on?

Think about your Buyer Persona before choosing a platform for your video.

Once your video is good to go, then you will need to decide which platform(s) you will host it on. Whether it features on your website or social media, it’s good to know which are the most used platforms.

Need a spot to store (host) your video content? For a lot of reasons, hosting your video content by yourself isn’t a great idea. Rather than doing that, the best video hosting sites offer a solution that’s not just easier, but also performs better.

Host your video online using:


Using video on social media

Leveraging video on social media is necessary to capture and satisfy a captive, content-hungry audience, and good marketers understand this. If video really is one of the most impactful, versatile and profitable digital marketing tools at your disposal, you’ll want to make it a key part of your digital strategy.

And video is a great way to tell a story and engage your target audience. There’s a reason that often the best communicators are the best storytellers. People are drawn to a good story. The better you are at telling a story with your video content, the better your video will be received.

According to Webdam, video on social media get 3 times the number of inbound links than plain text posts. Social video also generates 1200% more shares than text and images combined.

Video engages a viewer, displays digestible content in an innovative way, and has raw capacity to spread like wildfire (aka ‘viral’). The frequency at which marketers are publishing video content on social is not surprising when you consider 60% of the 1,000 consumers surveyed say they watch branded videos on Facebook every day. Moreover, 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.


Sarah Brockwell

Director, sarahBee Marketing
+44 (0) 1371 606111  | Email >


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