With each passing year, the importance of video as a marketing tool grows. By now, every brand should be producing videos for their business on a regular basis. Why? Because more than 50% of consumers want to watch videos from brands. You wouldn’t want to miss out on the opportunity to turn your audience into customers.
Video marketing is now a crucial part of brand storytelling. Cisco predicted that video traffic will take up 82% of all consumer traffic by 2021. Now more than ever, marketers should learn how to produce and create effective and engaging video material for their audience.
If your customers are looking for videos online, you have to know the proper way to target them with yours. There are a lot of different things to consider when producing and distributing video content. But it’s important to contextualize so that you can maximize your content and get your audience to respond to it.
In order for you to produce relevant video content, you need to have a good understanding of your target audience. Who are you creating these videos for? What kind of action or reaction do you want to elicit from them?
Let’s go through the things marketers have to consider when producing videos for their target market. Find out how you can use your knowledge of your audience to make sure they engage with your material.
Your brand objectives
Before you create any kind of video, you should have defined your campaign’s marketing objectives clearly. Answer questions like: are you trying to attract new customers or retain existing ones? What message are you trying to communicate to your audience?
Based on your brand objectives, you can choose which kinds of videos you will produce. If you want new customers to learn more about your business, you can try targeting more people and create a video introducing your brand and the solutions you offer.
If your objective is to nurture leads or engage prospects, you can create more specific videos that talk about their pain points, backgrounds, and profiles, among others. This also gives you a better picture of your target audience.
Other times, you just need something to entertain your audience. These could be your returning customers or audience members who have been converted to paying consumers already. Since you already know what they want, you can tell stories that are relevant and useful for them, helping them stay loyal to your brand.
Your consumers’ journey
Similar to your brand objectives, you also have to consider where your customers are at in the consumer journey. Having a good content marketing strategy in place will help you with this, since it follows the marketing funnel. Every stage should have a relevant and appropriate video.
At the first stage of the funnel, when your goal is brand awareness, you can create videos based on the consumers’ problems that you would like to solve. You can also create videos that can generate interest in your brand. It can be branded videos, event videos, or even interviews. Use these types of videos to introduce your brand to the consumers.
Once you’ve increased brand exposure, it’s time to make videos for building brand reputation. At this stage of the funnel, you can reel your audience in with more informative content like how-tos and product videos. Video portals will also help sustain your audience’s interest. Show them how your brand will create value in their lives.
Finally, when it’s time to influence your audience’s purchase decision, you can create videos that push for product consideration. The types of videos that work best for this stage of the funnel include explainers, corporate videos, and even case studies. These valuable pieces of content will further drive the consumer to choose your brand over your competitors.
Your distribution strategy
Do you know where your audience spends their time online? This is important if you want your videos to be seen by the right people. After you’ve determined your marketing objectives and buyer profiles, it’s time to find out how to reach them.
For example, nearly everyone is on Facebook. With over 2 billion active users, your audience will most likely be present there. The platform is also great for videos since native videos get up to 86% more reach than other types of posts. Use this to maximize your video posts for sponsored ads, paid ads, shares, and even live videos.
If you are marketing to millennials and generation Z consumers, Instagram is also an ideal channel. These generations are actively seeking content about products and services they are interested in on this platform. Instagram videos and stories, as well as paid ads and live videos, are great for this market.
Millennial moms are another demographic that is interesting to note. These tech-savvy moms are always on the lookout for helpful content. 3 out of 4 millennial parents are responsive to videos about parenting topics on YouTube. This gives you more opportunities to add value to their lives and push their consumer journey further.
If you want to focus on brand awareness and also support your other marketing efforts, YouTube is the ideal place. As the second largest search engine, having your own YouTube channel can help you draw attention to your brand while also directing traffic to your company’s website.
These are just some factors that you need to take into account before you start producing and distributing video content. It’s important to understand who you’re creating videos for and where you want to publish them. Always keep in mind that each piece of material should help you achieve your marketing objectives, and every video you post should support your business goals.