James Debono
Do you have an online video marketing strategy? Answering “yes” because you uploaded a video to YouTube three years ago, or you invested in a corporate video of you in your 90s power suit, does not count.
Having an online video marketing strategy means regularly producing online video content that your user base, your clients, patients, customers, or social media following, find educational, entertaining, or enlightening. Ideally, your content will be so memorable that when one of your targeted following is in need of your services or solutions you are top of mind.
Online Video Marketing Doesn’t Have To Be Difficult.
Online video marketing is a lot less complicated than you may have been led to believe.
Essentially video marketing (and this goes for any marketing) should include the following steps:
- Identifying your target market – those people who are in need of your products or services, that are in your catchment area and can afford your fees.
- Discovering the needs and or wants of that target audience.
- Developing and executing a strategy to create a relevant and unique offering of incredible value to your target audience.
- Creating and retaining loyal customers who actively engage with your brand.
- Leveraging your great relationships to win new clients via referrals.
In short, marketing is about creating a positive relationship with your target audience and turning those positive relationships into paying clients who are happy to recommend their friends and family to you. Video is an affordable, accessible and powerful means to do that.
If standing in front of a camera scares the living daylights out of you then don’t worry as there are plenty of alternatives available and depending on the purpose of the video, can be a lot more effective than you reciting a script to camera.
3 Types Of Video You Can Incorporate Into Your Video Marketing Mix
Slide presentation : Forget those Power Point presentations that you have been forced to sit through via sales reps and training departments. We are talking about creating something that will provide incredible value to your audience.
Animated Explainer Videos: The next time you are watching a program on the television, resist the urge to fast forward through the adverts like most people do and spend those five minutes noting how brands are advertising. Every perceivable product/service is being marketed using animation, from personal injury claim firms to toothpaste. The point is big brands wouldn’t be spending tens of thousands of pounds using animation if it wasn’t providing results. And to produce an animated video for the Internet is much more affordable.
Client Reviews – In your own mind’s eye you may be the best family lawyer in Bournemouth, the leading aesthetic dentist in Preston, or the top facial plastic surgeon in central London. It doesn’t matter what you think. What does matter is what your patients, clients and customers think about you and more importantly, what they say about you.
Next time a client thanks you for the service you have provided ask them if they would mind giving you a brief video testimonial where they simply say exactly what they just said. You can even do this via a smart phone.
The more positive affirmations you have about your company the better because potential clients are looking for them in order to help in their decision making process.
Above are three simple methods of video content creation that you could use today, there are many more all of which can be used to increase the awareness of your brand and share relevant messages about your business and the services you offer but the above is a great place to start.
Remember just jumping into video marketing because you feel it is necessary or because your competition is doing it is not a good enough reason, you MUST have a strategy, to ensure your videos grab the interest and attention of your prospective customers or clients.
If you don’t have online video marketing strategy then any videos you create will sit on the Internet gathering virtual dust.
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