[tcb-script type=”application\/ld+json”]{“@context”:”https:\/\/schema.org”,”@type”:”VideoObject”,”name”:”03_video strategy important marketing concept_v2.mp4″,”description”:””,”thumbnailUrl”:[[“https:\/\/video.gumlet.io\/6553c483fc21dc1b6b7e60d4\/6567c7701d17b7100bde48b5\/thumbnail-1-0.png?v=1701300666182″]],”uploadDate”:”2023-11-29T23:21:20.643Z”,”duration”:”PT12M9.087999999999965S”,”embedUrl”:”https:\/\/play.gumlet.io\/embed\/6567c7701d17b7100bde48b5″}[\/tcb-script] <\/p>\n
Before we dive into your strategy there are some key marketing concepts and terminology that we need to be on the same page in order to communicate effectively. If you\u2019re advanced on the marketing then you can probably skip this.<\/p>\n
First we need to make sure you understand your target audience. <\/p>\n
Your target market refers to the specific segment of customers who are most likely to buy from you and value what you offer. Rather than trying to appeal to everyone generally, you want to direct your marketing to the niche audience who will resonate most.<\/p>\n
Defining this target market allows you to really understand your ideal customers – what they care about, what problems they face, and how you can specifically help them. This enables you to tailor your messaging and offerings precisely to their preferences.<\/p>\n
For example, a boutique fitness studio may target busy young professionals looking for convenient lunch break classes near their office. That\u2019s much more specific than just saying \u201cpeople who live in our city.\u201d<\/p>\n
The more details you can uncover about your ideal target audience, the better. Look at demographics like age, income level, gender, location, interests, etc. The goal is to create a \u201cbuyer persona\u201d – a semi-fictional representation of your perfect customer.<\/p>\n
Doing this research to clearly define your target market will pay dividends across all your marketing efforts. You\u2019ll know how to grab their attention and persuade them through tailored messaging. Don\u2019t try to be everything for everyone – focus your efforts on your niche.<\/p>\n
Understanding your customer’s journey is crucial to creating targeted video content that guides them through each stage.<\/p>\n
What are your customer\u2019s circumstances that lead them to you, the beginning point, and what journey do they follow as they buy from you? You can download this tool to outline this journey for yourselves. We\u2019ve outlined these different stages: Awareness \u2192 Engagement \u2192 Action \u2192 Conversion \u2192 Excitement \u2192 Advocacy.<\/p>\n
In awareness, they first learn about your business. This often takes multiple messages and multiple times trying to peak their curiosity. <\/p>\n
Engagement is interacting with your content to learn more. They found something interesting about you and now want to test the waters a bit. This is like someone going to your social media channel and looking at your content, or maybe visiting a landing page to see a bit more of what you\u2019re all about.<\/p>\n
Action means they are willing to invest their time, give you their email address or maybe even spend a small amount of money to see if doing something with you will provide value. This can be like downloading a resource like a PDF, joining a training, signing up for demos, making a small purchase, etc. <\/p>\n
Conversion is when they make their first significant purchase. They have made a decision to use you to help get the result they want and are now entering your main flow of business.<\/p>\n
Excitement keeps customers buying again through excellent experiences. If their first purchase felt good then they want to see what else you got that will bring value.<\/p>\n
Advocacy is when they actively promote you. They are more than just a customer but they sing your praises to their network.<\/p>\n
Analyze your messaging and video content at each stage. What helps progress customers through the next step? Where are the gaps?<\/p>\n
Again you can download their PDF and use it to outline the journey of your customer. You may even find some gaps or some challenging stages that a key video message may help them move more easily from one place to the next.<\/p>\n
Think of a marketing funnel as leading your potential customers on a journey from initial awareness of your brand all the way to becoming loyal buyers.<\/p>\n
At the start of the funnel, your goal is attracting attention and interest with broad content. As you move down, you want to convert that interest into sales and repeat purchases.<\/p>\n
Your homepage video brings people into the funnel by introducing your brand and grabbing interest. Product videos, testimonials and About Us content next engage them further as they consider you.<\/p>\n
Promotional videos help motivate conversions by showcasing offers and incentivizing purchases. And retargeting ads remind customers to come back and buy again. These could be social media or local TV ads<\/p>\n
Well-crafted videos tailored for each phase of the buyer’s journey are crucial to guiding viewers from top to bottom and creating repeat happy customers.<\/p>\n
And the great thing is, video drives results at every stage – from higher reach to more clicks and conversions to increased order values. That makes it the ideal medium to maximize funnel results.<\/p>\n
So keep in mind how your videos will fit within your marketing funnels and campaigns.<\/p>\n
Hooking viewers is when you catch attention, peak curiosity within the first few seconds of your video.<\/p>\n
“You have just 3 seconds to grab someone’s attention and keep them watching your video,” says Brendan Kane, video marketing expert and author of Hook Point: How to Stand Out in a 3-Second World.<\/p>\n
Mastering the art of video hooks is the key to breaking through in an oversaturated market. Here are a few of the proven hook formulas to instantly intrigue and engage your audience.<\/p>\n
Mystery Hooks<\/strong><\/p>\n Spark curiosity by teasing or posing an intriguing question the viewer needs answered. Appeal to their innate need for information by hinting you have valuable insights they lack.<\/p>\n “What if you could take control of your health with one simple change in your daily habits?”<\/p>\n “Why do some brands dominate social media while others flop? Our 2021 data reveals the truth.”<\/p>\n Leave them wondering and wanting more. Drop clues without giving away the full answer. Imply it will be worth their time to keep watching.<\/p>\n Humor Hooks<\/strong><\/p>\n Immediately make them laugh or smile to flood their brains with feel-good hormones and form a connection. Funny, amusing, or light-hearted openings dissolve defenses and engage emotion for higher retention.<\/p>\n Ways to inject humor include funny outtakes, comedian clips, amusing animations, witty narration, or music parody videos. Tapping universal humor is preferable to niche jokes. Keep it family-friendly.<\/p>\n Shock Hooks<\/strong><\/p>\n Open with something exaggerated, ironically contradictory, or wholly unexpected that jolts the viewer with surprise. Shocking statements create intense curiosity.<\/p>\n “The #1 cause of divorce most marriage therapists never reveal to couples…”<\/p>\n “Why cheaters actually make the best partners according to new research.”<\/p>\n The surprise factor rivets attention by subverting assumptions. But take care not to be gratuitously shocking.<\/p>\n Nostalgia Hooks<\/strong><\/p>\n Spark warm familiar feelings by incorporating classic songs, iconic movie clips, vintage photos, or retro styles related to your brand. Nostalgia releases dopamine and forges positive associations.<\/p>\n “Remember these school lunch classics? Take a tasty trip down memory lane.”<\/p>\n Work in nostalgic elements from the viewer’s childhood or cues of simpler times. Establish common ground.<\/p>\n Awe Hooks<\/strong><\/p>\n Inspire a sense of amazement or wonder by showing jaw-dropping natural sights, remarkable talents, or stunning visuals. Beautiful, electrifying images captivate emotion and interest.<\/p>\n Use slow-motion videos of nature’s grandeur, heartwarming moments, or talents like athletics, art, and music. Epic drone footage works very well. Allow time for the viewer to be awestruck before moving into your message.<\/p>\n Tension Hooks<\/strong><\/p>\n Build anticipation through uncertain outcomes, frantic visuals, dramatic music and cliffhangers. Keep them watching for the release of the tension.<\/p>\n Use ticking clocks, shaky camerawork, dark lighting and shadows, and ominous sounds. Blurring, glitch effects, and split screens also work.<\/p>\n End with an uncertain outcome demanding the view watch more to get closure. High tension demands resolution.<\/p>\n Transformation Hooks<\/strong><\/p>\n Show someone moving from struggle to success thanks to your product or service. The visuals prime the viewer to desire the same transformation for themselves.<\/p>\n Before-and-after imagery, progress bars, and contrasting scenarios make the turnaround clearly desirable.<\/p>\n Demonstrate how you can profoundly improve viewer’s lives. They’ll crave the same solution.<\/p>\n Agitation Hooks<\/strong><\/p>\n Agitate pain points your target audience shares. Remind them of their urgent frustrations and unmet needs so your solution is a release.<\/p>\n “Tired of embarrassing sweat stains ruining your confidence?”<\/p>\n “Still tossing and turning every night? There’s a better way.”<\/p>\n When emotions are stimulated, logic shuts down. So agitate feelings of struggle before logically presenting your fix.<\/p>\n Alarm Hooks<\/strong><\/p>\n Sound the alarm about problems in the viewer’s world they are likely unaware of or overlooking. Position your video as an urgent wake-up call.<\/p>\n “Thousands of teens are secretly overspending on apps – is your child at risk?”<\/p>\n “Doctors warn this one medication is destroying your gut health daily.”<\/p>\n Inform them about hazards and trends in their environment so your advice provides comfort and control.<\/p>\n Demo Hooks<\/strong><\/p>\n Demonstrate your product or service in action through demos, customer reviews, and testimonials. Social proof builds credibility quickly.<\/p>\n The before\/after transformation is powerful. Show real people explaining how you solved struggles familiar to the viewer.<\/p>\n Quickly establish expertise. The visuals eliminate doubts and skepticism.<\/p>\n Story Hooks<\/strong><\/p>\n Share a relatable story about someone just like the viewer finding success, enjoyment, or fulfillment through you. Stories build rapport.<\/p>\n Have them identify with the protagonist so they envision themselves in the story arc. Feature real customer stories.<\/p>\n Transport them into an aspirational narrative of achievement they’ll crave.<\/p>\n As Brendan says, “Video hooks tap into human nature – our innate curiosity, desire to relate, even our evolutionary hardwiring.” Master them, and your video marketing will magnetically capture attention in our distracted world.<\/p>\n Test a variety of hooks. See which grab your audience best and consistently refine your opener based on data. Remember – you have just seconds to impress. Use high-impact hooks to stand out and delight in a 3-second world.<\/p>\n","protected":false},"template":"","yoast_head":"\n