We all know how effective and engaging video marketing is. There is no doubt that nowadays it is absolutely necessary to include videos in brand and product marketing campaigns to make them massively successful.
But the main question remains unresolved: how to create a perfect video that will make your product stand out to the audience? We asked 100+ experts to share their #1 tip for creating great marketing videos. Their collective insights break into 12 topics. Read on to know what they said!
Do the research and know your audience
Christopher S. Penn
Co-founder of TrustInsights, author and speaker
cspenn
My best tip for creating great marketing videos is to look at the data you already have. And pay attention to the content that already resonates with your audience using your own analytics like Google Analytics to look at past blog posts that have done well and past emails from your email marketing system.
You can use things like Google Trends, your SEO tools of choice, but look at what the audience wants from you, from vendors like you, from businesses like you. Look at what people are asking questions for and answer those questions.
There’s no easier way to create great marketing videos than to give people what they want, what they need to do their jobs better. That way, you’re much less self-promotional, you are much more helpful and people will enjoy inherently understand the value that you provide, as you demonstrated by being helpful. You can’t go wrong with being helpful as my friend Chris Brogan says: “any opportunity to be helpful is an opportunity to do business.”
So be helpful. Focus on the questions people are asking you, or companies like you in social media, SEO, email and your own analytics to create the best marketing videos you can.
Christopher S. Penn is an authority on analytics, digital marketing, and marketing technology. A recognized thought leader, best-selling author, and keynote speaker, he has shaped four key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, modern email marketing, and artificial intelligence/machine learning in marketing.
Mariah Liszewski
website strategist and consultant
mariahmagazinestudio
Hands-down, the most important thing right off the bat when it comes to creating videos for marketing purposes or for your business, in general, is to know WHO you’re talking to.
It starts as a basic question of asking “who is this video created for? Who’s the target audience?” but then you have to get deeper than that.
You not only have to know WHO they are, but you have to know WHAT their problems are. Where are they struggling right now? What are their pain points? How do THEY describe their pain points? What solutions are they open too? What’s the budget they likely have?
The more you KNOW about your people, the more you can genuinely connect with them. And the more you connect with them, the more engagement you’ll get.
Because at the end of the day, humans buy from people that we know, like, and trust. So moving forward, even if your video is perfectly branded with awesome quality, but you’ve missed the mark on your target audience, your video isn’t going to be packing as much of a punch as it could have.
Mariah Liszewski is a website strategist and consultant over at mariahmagazine.com where she helps online biz owners get more website traffic and improve their SEO by creating a website strategy that’s unique to their ideal audience.
Viveka von Rosen
LinkedInExpert and co-founder of Vengreso
linkedinexpert
Here’s my 9 step ninja trick when sharing native video on LinkedIn (it also works for all other forms of updates!):
- Make FULL use of the 1200 characters you have in the description section. Why? Because we’ve seen over and over again that the LinkedIn audience responds to longer description sections AND I think LinkedIn’s algorithm picks up on the keywords that might be embedded. (As well as #Hashtags and @Mentions)
- Address who might be interested in the article (buyer persona)
- Tell them what the content is about (maybe outline in bullet form)
- Let them know how long it will take to review the article or video or document
- Use a CTA to “leave a comment below” (or click through or read or whatever)
- Use emojis to draw attention
- @Mention anyone relevant to the post (companies or individuals)
- Use 1 #Unique hashtag and two #popular hashtags (like #VengresoPics, #ContentMarketing, #LinkedInTips)
- Share with your colleagues and influencers and ask them to share it too.
This will exponentially increase the views of your content on LinkedIn and drive visibility for your business.
Viveka von Rosen is the co-founder of Vengreso, the largest provider of full-spectrum digital sales transformation solutions. Known as the @LinkedInExpert, she’s the author of the best-selling LinkedIn Marketing: An Hour a Day & LinkedIn: 101 Ways to Rock Your Personal Brand!”.
Wave.videoOct 2019
