Thanks to the captivating union of sound, music, and movement, video can convey your company's stories like no other medium. To help businesses harness the power of video and craft entertaining and informative content, Jimm Fox suggests marketers adopt "7 Habits of Highly Effective Video Marketing."
Among the tips in his One Market Media blog post are the following.
Pursue business objectives. Know why you are creating the video, in other words. Whom do you want to reach? What do you want to share with your viewers? What measurable results do you want to achieve?Address your customers' concerns. Your video needs to be about your customers, not you. "Like any purpose-built marketing material, your Web video should be developed with a single goal in mind: How do I communicate my company's understanding of, and solutions to, my customers' problems?" reminds Fox.
Spin a good yarn. A good story is far more intriguing than a rattled-off list of facts. "At the heart of any good story is an emotional appeal. It may be subtle or it may be dramatic, but without that emotional connection, the story is quickly forgotten," says Fox. Speak honestly to your viewers—and without hype.
Show, don't tell. "The ability to show your customers how your product works, how it solves their problems and how it is used by others is where video marketing is unsurpassed as a vehicle to engage and persuade your audience," says Fox. "A video of someone using your product and extolling its virtues is far more powerful (and credible) than...text or a series of photos."
Interact with your audience. Ask viewers to take action when viewing your video: Click here, fill this out, take a survey, rate this, sign up... "Interest, engagement, and interaction should be the goals of Web-based video," urges Fox. Guide viewers to the next step you want them to take.
The Po!nt: Marketers who regularly create video content must adopt the habits of listening to their customers and sharing stories that inspire and educate.
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