As a professional, you need to make sure that you are noticed by the people who need and want what you are selling. In order to accomplish that, you need to do something that will give you the perception of being the best at what you do.
The changing face of marketing
For a very long time (and quite a while ago, it seems), marketing was traditional. In other words, people used traditional channels, such as television advertisements, radio ads, print ads, etc., to market their products and/or services to the public. However, over time and with the revolution that is social media and different approaches to marketing, the effectiveness of traditional marketing has become diluted.
Enter video marketing
Over the last several years, content marketing has been moving more and more to the forefront of the marketing world. When it comes to marketing your brand, there is no doubt that content is at the heart of any business’s success. With that in mind, it is not only essential to write top-quality content but it is also essential to market it online in the most effective, most appropriate way.
Using various media to make that happen is a critical element of your business’s success. One of the most effective types of media is videos. It is logical that videos should produce very positive results for you. Many different people respond well to videos. It is not correct to assume that the only people who do respond to videos are people who have a propensity toward the visual. Pretty much, the majority of people respond well to videos and it is those people who will be inclined to watch a wide variety of videos on all of their electronic devices.
With so much information online being readily available to you in so many different forms, it makes a lot of sense to use videos as part of your online marketing strategy because you are pretty much guaranteed to get positive results for your business. Videos enhance your content marketing strategy and your business will become more successful because of them. Of course, just as you need to stand out with your written content, you also need to stand out when it comes to your videos. There is no doubt that your competition is still.
You may be asking yourself at this point how you should go about making that happen. There are several different ways that you can approach it.
Targeting the appropriate audience: The fact is that before you can accomplish anything else, you need to determine exactly who your target audience members are. Otherwise, who will you be customizing your materials for? It will be very difficult to allow your efforts to succeed the way that you want them to without that basic foundation. Remember that the more general your video content, the less chance you will have of building relationships with the appropriate people. It is important to always keep in mind that the relationship is at the heart of your success.
Getting your target audience members to commit to you early on in the process: If you recall, you have the same amount of time to capture the attention of your target audience members with videos that you do with your written content. It is important to remember here that if you lose them in that time period, they won’t come back. They will move on to someone else’s video. That is the last thing that you want to happen.
Getting your target audience members to tell others about your video: If you give your target audience members compelling, exciting, valuable content to read, they will most likely be more than happy to share that content with people whose opinions they trust and value. Just as is the case with testimonials, other people are the only ones who can speak positively (or negatively) about your content. You have no credibility in that context. They are the only people who will be taken seriously by other people. It is important to always keep in mind that you must maintain transparency and honesty. It will be appreciated and you will be respected for it.
If you are just starting to produce video content for your business, you shouldn’t be discouraged or frightened by what you don’t know yet. Remember that your goal must always be to shine among your competitors.
You will do that by concentrating on your particular target audience and ensuring that you have identified the right people. Make sure that you start to build relationships with those people right at the beginning of the process. If you accomplish that, they will probably remain loyal to you. The relationships that you share with your target audience members should be solid and enduring over time.
As you are aware, you must have stories to tell your target audience. That allows you to connect with them as humans. Videos help you to accomplish that. Videos can connect with your target audience members in ways that you may not even imagine and in ways that you just can’t with the written word.
Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has over 25 years of experience in IT and web technologies. Mr. Cohn spent a significant amount of time at a major telecommunications company, where his main focus was on initiating and leading synergy efforts across all business units by dramatically improving efficiency, online collaboration, and the company’s Intranet capabilities, which accelerated gains in business productivity. He also reduced company travel and travel costs by introducing and implementing various collaboration technologies.
His expertise includes business analysis; project management; management of global cross-matrix teams; systems engineering and analysis, architecture, prototyping and integration; technology evaluation and assessment; systems development; performance evaluation; and management of off-shore development.