If your business is looking to raise awareness, then chances are you’ll be looking at doing that online. With countless tools and platforms available, you may be wondering what options are best for you.
We know that nothing gets your business out there like the power of video marketing. We understand that brand recognition is an important goal for any company when you’re starting out.
Consumers are swamped with hundreds of options, listing out countless services and products. It’s never been more important to make your mark within your chosen industry through the means of quality video marketing. That’s why we’ve put together these tips for making the most out of video for your brand. We hope you find them useful.
Tip one: Know and understand your audience
The first thing you’ll need to consider when creating a brand awareness video is your audience.
Everything about your content needs to resonate with your potential clients, from its message to where you’re going to upload it. Therefore, you must research your target audience to understand their tastes and preferences.
What are they interested in?
What sort of language do they use?
What kind of imagery will truly connect with their experiences?
An excellent way to get to know your audience is to create client personas. These are three-dimensional representations of your ideal customers based on pre-existing customer data, or new market research you may have carried out.
These personas include details such as age, location, employment and interests, as well as what problems your product or service can solve for these particular clients.
Your target should be to create a fully formed character that you can speak to as a business or a brand, knowing that your tone will hit the mark in engaging them.
You can have a number of client personas within your business, as you may sell to a variety of customer groups.
Client personas are a great way of checking that your marketing has been formulated with the client in mind. It will maximise the chance of your target audience actually engaging with your content, making sure it resonates with them and bringing them closer to interacting with your business or brand.
Tip two: Create original content
With so much content out there online, being original is vital for brand awareness. You can check our YouTube channel for ideas on how to generate ideas for video content.
Whatever you create, always zero in on your passion for what you do and show off your expertise.
Share your knowledge in a generous and honest fashion; people will thank you for it and gain trust for your brand.
Every video you create exists to serve your audience; they have chosen to invest their precious time in watching your content and they want to be rewarded for it. Treat them with genuine, actionable, advice so that they in turn can make their lives a little better.
Most importantly, don’t copy – even if you draw inspiration from other sources.
Ultimately, it’s critical that your video is authentic, with its own voice and identity, rather than rehashing what’s already out there.
You don’t have to put yourself on camera, voiceovers often work just as well for creating valuable content for your audience.
The most important factor is to always think about the value you’ll be giving your audience with the content you create.
Tip three: Create a clear and concise message
In this fast-paced world, the attention span of consumers has never been lower. You can’t expect them to spend more than a few minutes consuming your content.
According to Visible Measures, 20% of viewers will click away from a video in 10 seconds, and according to Vindico, 80% of online video ads are abandoned within the first half. What we can take away from this is that’s crucial for successful content to get to the point with a clear and concise message.
Get to the core of your message quickly, and don’t try to tell people everything in one big rush.
You can always create smaller bite-sized videos with individual messages, and offer a longer video later with further detail for those who want it.
Whenever you’re writing or researching for your videos, just remember it’s all about cutting to the chase and distilling your knowledge. Don’t waste your audience’s precious time with fluff or filler.
If you’re doing a live video, keep it short and sweet. Make sure you’re well prepared so you don’t ramble on when everything could have been said in five minutes. Waffling doesn’t do anyone a favour, least of which when trying to make a great first impression for your brand.
Tip four: Promote your content extensively
You could have the best-looking video in the market, but no one will see it if you don’t promote it.
If your potential customers don’t know about it, then all the effort and resources that were invested in creation will go to waste. There’s a common rule among marketers called the 80/20 rule.
It dictates that you spend 20% of your time creating content and 80% promoting said content to get it seen.
To find your ideal customers, you need to promote across as many different platforms as you possibly can.
Post it on video sharing networks like YouTube, as well as across social media channels like Facebook and Twitter.
Which platforms you choose depends on where you audience live online. For example, there’d be little point uploading stuff to Instagram if you’re primarily a B2B business.
You may also need to upload the videos natively – to the platform itself. Typically videos uploaded directly to Facebook perform much better than external links to YouTube.
Make sure to schedule your content so your audience can easily tune in.
You can live stream using platforms such as One Stream or Restream and stream live to Facebook and other platforms. In some cases, the platforms will boost these live streams, helping you increase your brand awareness.
Don’t forget about email marketing either. Sending your video content out embedded in email newsletters to your existing clients can attract returning customers, or you can share links to your YouTube channel in any of your email campaigns.
Always make sure to give your video content every chance to be seen by the maximum number of people so it can bring in even more awareness for your brand.
Whatever your brand, we hope that these tips will encourage you to get creating amazing video content for your business. At Motion Picture Video Production, we’re on a mission to empower businesses, whatever their size, to make the most out of video. It’s the heart of everything we do.