Alexis Kestler
Hey there! Videos are such a powerful marketing tool nowadays. Just look at the numbers – 90% of customers say videos help them make buying decisions. No wonder video marketing has become a must for brands!
But I know it can be tricky to create videos that truly engage your audience in this crowded online space. Where do you even start?
Well, don‘t worry. I‘ve analyzed over 200 top brands to figure out what works and what doesn‘t when it comes to video marketing campaigns. I‘m going to walk you through the 6 most crucial elements so you can create show-stopping videos that get results.
Let‘s dive in!
1. Identify Your Target Audience
This first step is all about getting crystal clear on who you want to reach with your videos. I can‘t stress this enough – truly understanding your audience is the foundation of an effective video strategy.
Why? Well, think about it. Your video content, platform choices, messaging, etc. will completely change based on who you‘re talking to. Videos aimed at Gen Z won‘t resonate the same way with Baby Boomers.
So take the time to create detailed buyer personas for your brand. Look at things like:
- Demographics – age, gender, location, income, occupation, education level, marital status
- Values and motivations
- Interests and hobbies outside of work
- Their typical day – what content do they consume daily?
-Major pain points and problems - Product/service needs and preferences
- Preferred social platforms and websites
Digging into psychographics will ensure your videos genuinely speak to your audience‘s desires. Salesforce research found 72% of customers prefer buying from brands that personalize content based on their needs.
You can gather these buyer persona insights through:
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Customer surveys and interviews – Reach out to existing customers and directly ask about their preferences.
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Social listening – Use tools like Mention to analyze social conversations around your brand. Look for common themes and traits.
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Focus groups – Bring 6-8 individuals from your target audience together for an in-depth discussion about their video preferences.
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Demographics data – Use tools like SlideShare‘s marketing insights generator to uncover demographic trends.
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Web analytics – Dive into your site metrics to see which pages and content types your visitors engage with most.
Armed with detailed personas, you can fine-tune your video marketing to align perfectly with your audience‘s viewing habits and needs.
Let‘s see some examples of great video marketing personas:
Buyer Persona Example
Name: Amanda
Age: 28
Job: Marketing Manager
Location: NYC
Income: $80k
Bio: Amanda is an ambitious marketing manager who‘s passionate about social media and branding. She‘s tech-savvy and consumes video content daily across YouTube, TikTok and Instagram. She prefers educational videos that provide tips to grow her skills and career.
Pain Points:
- Struggling with social media strategy
- Feeling overwhelmed by all the platforms and trends
- Lacking time to create content and manage accounts
Buyer Persona Example 2
Name: Ryan
Age: 36
Job: Product Manager
Location: Seattle
Income: $120k
Bio: Ryan is a busy tech professional looking to advance his PM skills. He prefers consuming video courses and tutorials to learn on his commute and free time. He values insights from industry experts.
Pain Points:
- Wants to keep up with the latest PM frameworks but lacks time.
- Finds product roadmapping challenging
- Struggles with stakeholder communication and influencing skills
See how detailed and personalized these personas are? That‘s the level of insights you need!
Now you have a crystal clear picture of who you need to resonate with. This will inform every other video marketing decision you make.
2. Set Concrete Goals and KPIs
Now that you know your target audience, it‘s time to define your video marketing objectives and key performance indicators.
Setting goals gives your campaign direction and Purpose. It also allows you to accurately track progress using KPIs.
Be as specific as possible when setting goals. Instead of "increase brand awareness", go for measurable targets like:
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Get 10k YouTube subscribers in 6 months
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Increase video views by 100% year-on-year
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Generate 500 sales leads through video content
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Reduce cost per lead by 30% with video advertising
See how these are tangible, quantifiable goals? They give you something concrete to work towards.
Next, determine the KPIs you‘ll use to track your video performance. Some key metrics include:
