By now, it’s pretty clear that video content is absolutely essential for a successful marketing strategy. But merely creating a video isn’t enough. No matter how moving the music or how immaculate the imagery, if the video isn’t producing engagement, then you’re not doing it right.
Here are 7 habits that great video marketers adopt in order to increase their video’s RoI.
1. They Never Forget To Forge Emotional Connections
Successful video marketers know that emotions and subtlety make for powerful content. You need to connect with your target audience on an emotional level, not a sales-ey one. Creating an emotional hook is vital for your video. Whether you’ve got them laughing their hearts out, teary-eyed because of the poignancy, or nodding their heads in sardonic agreement; some emotional element needs to be there.
2. They Send Out A Clear Message
Your marketing videos shouldn’t be a Rubik’s cube that leaves customers scratching their heads in confusion. A good video marketer knows the importance of a clear message and works on keeping their business objectives transparent. With the human attention span diminishing to less than that of a goldfish (!), it is all the more important that your video conveys your brand’s message and conveys it fast.
3. They Consider The Perspective That Truly Matters: The Customer’s
An effective video marketer knows that it’s not about the product, but the customers. Consumers aren’t interested in lengthy videos listing down all the benefits your product has to offer. They’re more interested in how it can help them better their lives. Don’t tell them what your product does; show them how it can be transformative for them.
4. They Keep Their Target Audience In Mind
Many people are under the misconception that marketing videos should target as general a demographic as possible. But that’s not going to get you anywhere. Effective video marketers create specific content that appeals to a certain target audience. This will help them do more than just mildly interest people, but instead, excite the intended audience.
5. They Create Engaging Content
Every video should be compelling enough to keep customers hooked. Good video marketers know how to tell a story. Good stories strike a chord within the audience and appeal to their emotional center. But they should also be credible and not overly fanciful.
6. They Incorporate A Clear CTA
Successful video marketers make sure to end their videos with a clear and concise call-to-action. Once you have your audience engaged and interested, you want to turn the leads into sales. Make sure you’re giving them a clear direction on what the next step is. Whether it’s visiting your website, filling out a form, or contacting you, the CTA should be apparent.
7. They Make Sure To Share The Video On The Right Platforms
Once you’ve created a marketing video, you want to make sure it’s reaching as wide (and as right) an audience as possible. You should circulate your video on the right platforms so that it reaches the intended audience and drives leads. If you’re creating a video about a street-wear clothing line, you might not find the right audience on LinkedIn as much as on Instagram. So, make sure you’re sharing your video on the right platforms.