During my childhood, my friends and I frequently hatched intricate plans aimed at persuading our parents to sanction our much-anticipated sleepovers. The art of securing permission began with a well crafted strategy, initiated days in advance. Navigating the delicate timing of when to ask my Mother was as crucial as the request itself.I was clever enough to recognize the right moment was not directly after my mother’s taxing day at work, nor was it after soliciting $20 to see a movie the night before. The ideal moment was devoid of sports practice, when my room was clean, and preferably after we had shared a pleasant family dinner. After crafting my pitch to perfection I waited for the right opportunity and delivered my message.
My efforts paid off and she agreed to allowing my friends to spend the night the following weekend. I did it! I had cracked the code, my home became the venue for numerous sleepovers. My friends were astonished at my success rate in obtaining my mother’s consent. Little did they know, I had uncovered a valuable secret: achieving a positive response from your intended audience hinges not only on the message but also on the timing of its delivery.
Let this be a lesson to you when you’re planning your video strategy. You must understand where your ideal customer is in their buyer’s journey when you attempt to engage with video. A well planned video won’t be effective if presented in the wrong time or even wrong place. By using the marketing funnel as your guide, you can reach buyers with content that’s relevant to them at that time!
Use Video for Brand Awareness
This is where you need to “Show the World You Exist!” Your ideal customer knows that they have a problem that needs to be solved. You know that you can solve their problem, but they might not even know you exist yet, we consider this the Awareness stage.
Think about your last online shopping experience, did you begin with a search for your product? In the search results, how many brands did you recognize, how many had you never even heard of? Brand awareness is a powerful thing that can help you stand out in a crowded space. Many shoppers when faced with options, will start by narrowing choices down to brands they know, or at least have heard of.
This is where awareness videos can be helpful in allowing your brand to be found in the first place. What makes a good awareness video? When creating your awareness video the main goal is for her viewers to get to know your brand. Here are some questions you might want to answer in an awareness video campaign.
- What problem are you trying to solve?
- How can you get solicit an emotional response, and get your audience to relate?
- What qualities about your brand do you want to share? What makes it unique?
- What is the essence of your brand?
Ex. Bombas - A Sock brand known for, actually staying on your feed, being insanely comfortable and donating clothing to those in need (the brand has since expanded to T-shirts, Underwear, and Slippers).
What do you want your brand to be known for?
It’s best to keep your Awareness videos short and to the point, research shows the best length for an awareness videos is between :30 and :45 seconds. Once your customer has narrowed their choices down to a few good options, their next step is to put some time into learning more about your product offering and consider it as an option to fulfill their current need. Your customer has now entered the consideration stage.
Use Video for Product Consideration
When reaching customers at the consideration stage, your video marketing strategy should focus on drawing viewers more deeply. The goal here is to get your buyer to see your product or service as the solution.
If your offering has an element of complexity to it, video at this stage can make it easier to understand. Testimonial videos are also valuable to buyers who are weighing their options. Since customer reviews are now so important, testimonial videos give an opportunity to share other successful customer experiences with future buyers.
People often like to know something about the company that they’re buying from too, beyond just an introduction to the brand. Here, you have an opportunity to humanize your brand. If there’s an interesting story about the founding of the company or the company’s values, a video like this can help potential buyers know that they’re buying from a company that they can believe in and that will support them after the sale. As you create a series of consideration videos keep this in mind:
- How can you build credibility with your audience?
- What elevates your product or service above the competition?
- What answers can you provide to questions buyers int he consideration phase might have?
Consideration video lengths can tend to be a little longer than awareness videos. You may want to create a “ product demonstration video” video or a “Q & A" video. Your buyer is most likely still considering multiple options and may not be open to watching a five minute video on every one.
And remember ….that timing is everything. You likely have several opportunities to deliver the right video message at the right time as your customers move along their buyer’s journey. Part 2 of this post will focus on using video to convert prospects into paying customers and how to support them with video after the sale. Stay tuned!
Are you interested in using video to reach your audience? Spotted Yeti Media can help. Contact us today to setup a meeting. We’ll help you discover how video can help to “show the world you exist.”
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