Video and Your Marketing Funnel
When advertising your product and services with video, you need to engage your audience, satisfy their needs, and offer solutions to their problems.
Did you know your marketing campaign is also a tool to showcase your expertise and build trust with your prospects?
In this blog post, we’re going to cover four elements that will help you create effective video marketing campaigns that not only drive results, but also build the foundation to your professional relationship.
Brand Awareness
On the surface level, every marketing campaign has a singular goal: to introduce your brand to potential clients. You might have the best product and service in the world, but if no one knows who you are or what you do, no one will be able to find you and purchase your services.
Your video needs to include your logo, an overview of your services and products, and stay consistent with your current band identity. Are you a serious and straight-to-the-point defense attorney? Give your audience the facts. Are you a fun catering company that offers at-home cooking classes? Show off your personality.
If this is your first interaction with your prospective clients, you need to leave a lasting impression. Keep the messaging simple and to the point. Sometimes, “We’re here to make your life easier,” is all you have to say.
Professionalism
While videos can be fun and entertaining, keep in mind that your video is also speaking to your professionalism. Whether you’re hiring a production team or doing a DIY shoot, there are a few simple tips to follow that will ensure your video speaks to your professionalism.
- Outline a clear message in a problem and solution format. When you address your clients problems, showing that you understand their pain, they will realize you’re experienced. When you provide a solution, they’ll begin to trust you as an expert. Keep your video under two minutes if you’re marketing to cold leads.
- Make sure your host/spokesperson is groomed and rehearsed. Confidence is powerful in video presentations, and a lack of confidence will make the audience question your experience.
- Production value is in the details. Whether you’re shooting on a smartphone or professional camera, make sure you use production lights, professional audio, and shoot in a clean location. You can make a free, at-home video shoot look high-budget with the right planning.
- Editing is where you bring everything together, and it’s where you can make or break your video. Cut out any bloated sections of your script to make sure the message is clean and succinct. Use royalty-free music, mix the audio properly, and make sure to color correct your footage.
Positive Association
Your brand, services and product exist to help your clients and customers, and your video is a great way of creating positive association. You want your audience to feel comforted when they see your brand. If you do it right, you can become a symbol of good will and positivity. People proudly use branded clothing and stickers when they believe the company has their best interest at heart.
Here are a few ways of achieving positive association between your brand and prospects.
Proven Results: Use statistics, case studies and positive reviews to prove your success. If you’re known as an effective partner to your clients, let them know exactly why that is.
Sharing Your Mission: Why did you start your business? Did you face the same problem your clients and customers are facing? Tell them about what drove you to create your product/services. We’re all on Team Humanity, and everyone wants to help make the world a better place.
Your Promise: Tell your clients about your passion for solving their problems. Tell them why it’s important, and what steps you take to ensure they will succeed. If you can show that you have a vested interest in your client’s/customer’s success, they’ll understand you exist to help them and not just sell them a product or service.
As Apple’s slogan says, “Think different.” What does your company do differently, and how can you express that to your prospects?
Positioning Yourself as an Expert in Your Field
It’s likely that you’re not the only person marketing in your area of business. That’s okay, because competition can be used to help you stand out. While many businesses talk about their history and storied success, you can be the outsider who focuses on your client’s needs. More than that, you can showcase your experience and expertise, which is critical to closing a sale and building a professional relationship.
Speaking to your client’s pain points is a powerful way to showcase your empathy; you understand their problems, and you also found the solution. With data and examples of successful campaigns, you can showcase your knowledge and results without bragging at all.
A great way of showcasing your expertise is through a client testimonial.This allows your happy clients/customers to tell your prospects how you specifically solved their problems. With the right questions, you can guide your clients to sharing the key solutions you provided. For examples of video testimonials, visit Edge of Cinema’s Testimonials page.
Final Thoughts
Successful videos are never happy accidents. They’re the result of strategic planning, market research, and targeted distribution. If you follow our guide, you’ll be one step closer to not only gaining new clients and customers, but forming relationships and trust that will lead to long and successful relationships.
To learn more and speak with one of Edge of Cinema’s creative directors, contact us today.
