Today, many businesses are opting for video marketing content because it keeps the audience engaged. This type of content is more presentable, fun to watch, and it says more in less time. Videos are also more attention-grabbing and immersive compared to other forms of content.
Did you know that people watch up to 500 million hours of YouTube videos every single day? Perhaps it’s because 65% of readers claim that they retain more information after watching a video compared to reading a text.
And it’s also perhaps the reason why the average website reader spends 88% more time on the site with some video content. But what makes other video content perform better?
Let’s dive into the process of video creation to see what really matters.
Identifying your Target Audience
Before creating any video content, start by identifying your target audience. In most cases, you’ll be required to target one specific group of people based on their demographics.
Once you’ve identified your target audience, craft a marketing message that resonates with them. This is because with the audience and message, you’ll achieve desired results faster.
Your videos will only move your audience if you address their pains and use the easiest language that they can understand. Explain to them how your product fits into their daily life and solves their problem.
It’s also good to perform a keyword research before creating a marketing video. This will help you optimize your content for clicks. The specific keywords should be related to your product. Also consider creating longer keywords since people often search for specific videos.
The second most important thing is quality. Since people are looking for specific content, they’ll often not tolerate misdirection. You should not only answer their pressing questions and also keep them coming back for more facts.
Engaging videos will keep prospects glued to your site, thus increasing the chances of making sales. So, if you want to appeal to your clients, create videos that are interesting, educative and relatable.
Don’t play with their emotions, but rather focus on showing that you care about them. This will make them trust you and invest in your brand. It’s good to use trust to build a brand.
Produce Audience-Centric Content
Think about this; if you were walking down the streets from your home and heard a group of people call out your name wouldn’t you be interested to know what was going on?
The same applies to video content. If you make your audience feel that you are talking to them directly, they’ll obviously pay more attention. To do this, you need to create content specific to your customer’s stage in the buyer’s journey.
Typically, customers normally go through the following stages: awareness, interest, consideration, purchase, post-purchase, repurchase. Look at this video that discusses indepth about the buyer’s journey.
Over to you!
Creating high-quality B2B video marketing content can be challenging. But the bottom line is to locate your target audience and create compelling content that resonates with them.
You must also ensure your videos are optimized for search engines besides been short and straightforward. This may take some time to master but you will gain an audience with the right customers.