"You don't get credit for doing the right thing for the wrong reasons."
~ Jessica Jones
So are you using Video Marketing in your business yet? If you're not yet using it in your business then you may find yourself feeling a little anxious or awkward, anticipating my next question....WHY NOT???
And you know where this is all going don't you? Yes, I should right about now be telling you again...video gets you better engagement, higher conversions, quality leads...everyone is using video...you should be using video...BLAH,BLAH,BLAH, BLAH...
Well today I'm not going to tell you that, because maybe you shouldn't be using video marketing...or should you???
Instead, what I will tell you is that Video Marketing should only be used when you truly understand WHY you need to.
If you don't know why you need to be using video marketing to attract more customers and leads, then you won't really know WHEN you should be using video as part of your marketing plan.
So the first thing I encourage you to do is to sit down and actually write out a plan for your overall marketing. When we have a marketing plan in place, we can then utitlise a strategy to implement the plan. That way you're not wasting valuable time, money and resources doing something just because everybody else is telling you that you need to do it.
So to create an overall marketing plan and strategy, here are some questions you can ask yourself:
- Who is my target market? Maybe you have more than one, so create a different plan for your different target markets. I call them 'avatars'.
- What is my Marketing Plan? What forms of marketing should I be using as part of my plan?
- Why should I be using Video Marketing?
- What types of video should I be using? If you don't know, go back and read my series of posts, '6 Simple Types of Video to Showcase Your Business', to refresh your memory and give you an idea of where to start.
- When should I be using these videos?
When you're answering these questions, also take into account not only your target market, but also take into consideration what your type of business is and the industry you are in. Are you in the tech industry, counselling, not-for-profit, financial industry, etc, etc? Because depending on whether your business is selling products or services, and whether it has high visual or emotional appeal as opposed to a business which is highly analytical in it's structure and format, will influence the type of videos you need to create to appeal to your target audience.
Also, where you are along your business journey will also influence the type of videos you can create depending on your budget.
And lastly, when asking yourself the question 'When should I be using these videos?', you need to think about the specific audience, community and platform that you are reaching out to and your objective for using that platform. That will also play an important role when determining what type of video marketing you should be creating. Are you using video to support your facebook advertising, or are you wanting to inform your audience who you are and what you do by creating an introductory video for your website?
For instance...if I want to build a community, as opposed to selling a product or service, I wouldn't create a flashy promotional video that is heavily selling oriented. Instead, I'm going to create FB Live videos, vlogs, interviews and those types of video where I am directly engaging my audience, forming a personal connection and building trust and rapport--where my audience get to know me, like me, interact with and feel part of a community.
So...should YOU be using Video marketing? Of course! But you first need to work out why, when and what is going to be right for you--not just because everyone is telling you that you need to!
Kerry :) x
*P.S. If you're still stuck on WHEN you should be using video, then pick up the phone and call me on 0488 723 673 or email me, and I'll be happy to help you work that bit out! :)