A Guide to Customer Testimonial Videos
Harness the Power of Authentic Customer Stories
What is a Video Testimonial?
A video testimonial is a dynamic way to showcase a former or existing satisfied customer’s experience with your product, service, or brand. Unlike written testimonials, video testimonials enhance credibility, improve engagement, and help potential buyers connect on a deeper, more emotional level with your satisfied customers.
The Importance of Customer Testimonials
In today’s market, customer testimonials are crucial for building trust and credibility. They serve as social proof that your product or service delivers on its promises, helping potential buyers imagine themselves as satisfied customers. Research shows that 85% of consumers trust online reviews as much as personal recommendations, making video testimonials a powerful tool in your marketing arsenal.
Why Video Testimonials Are More Effective
Video testimonials are not just a step up from written ones; they are a leap forward. They allow prospects to put a face to a name, see the passion of your customers, and feel a connection that written words alone cannot achieve. This emotional bond is vital in a world where trust is scarce and consumers are bombarded with choices.
Best Practices for Video Testimonials
Creating effective video testimonials involves more than just recording a happy customer. They should:
- Speak to Your Target Audience: Ensure the customer in the video resonates with your target prospects.
- Be In-Depth and Detailed: Specifics matter in building authenticity and demonstrating real-world effectiveness.
- Focus on Customers as Heroes: The story should be about the customer’s journey, not just your product features.
- Maintain Credibility: Authentic enthusiasm is key; avoid scripted or fake testimonials.
- Overcome Objections: A satisfied customer’s story can be more persuasive than any sales pitch.
Length and Diversity of Testimonials
The ideal length of a video testimonial can vary. While shorter videos (90-120 seconds) are common, more detailed testimonials can run longer, especially when they are used at the bottom of the marketing funnel. It’s also important to feature a diverse range of customers to represent different industries and customer personas.
Strategy and Planning
A successful video testimonial campaign requires a clear strategy. Determine what you want to accomplish, who your audience is, and how the videos will be used. This planning ensures that your testimonials are targeted, relevant, and effective.
Using Customer Testimonials
Testimonials can be strategically placed on your website, used in marketing campaigns, and incorporated into sales efforts. They are particularly effective on landing pages, social media, and in ad campaigns, where they can significantly boost engagement and conversion rates.
The Hero’s Journey in Testimonials
Embrace the narrative arc of the Hero’s Journey in your testimonials. This approach allows your audience to engage with the story of your successful customers, seeing your brand as the guide that helped them overcome challenges and achieve their goals.
Selecting the Right Customers for Testimonials
Choose customers who represent the segments of your audience you want to appeal to and whose stories align with your marketing objectives. The diversity of your customer base should be reflected in your testimonials to ensure relevance and effectiveness.
Final Thoughts
Video testimonials are a high-value asset in your marketing and sales toolkit. They build trust, overcome objections, and create a deep connection with your audience. By following these guidelines, you can harness the power of authentic customer stories to elevate your brand and drive growth.
Ready to Elevate Your Brand with Authentic Customer Stories?
Discover the transformative power of video testimonials with Reach Video. Our expertise in crafting compelling, genuine customer narratives can significantly boost your brand's trust and credibility. Don't miss out on the opportunity to connect deeply with your audience through the persuasive power of real experiences.
See how Our Customer Testimonial Video Service works and take the first step in turning prospects into loyal customers.
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How to Win with Video in 2024
Create a Video Marketing Strategy for Your Business
Introduction
You know you need to make videos for your business, but the real challenge lies in deciding what videos to make and what to do with them once they're created. In 2024, the right strategy is more crucial than ever. With digital channels like YouTube, Facebook and TikTok dominating the online landscape, the way people consume video content has evolved rapidly. These platforms have become integral to how we connect, learn and make purchasing decisions.
The need for video in your marketing strategy is undeniable. As we navigate through 2024, these digital channels continue to be at the forefront of consumer engagement. The sheer volume of content being consumed through these platforms is staggering, and brands that aren't keeping pace are finding themselves at a significant disadvantage. Without a proper strategy, staying relevant and visible in this fast-paced digital world is increasingly challenging.
A well-defined video strategy, or your systematic plan to use branded video to drive more business, is essential. It's not just about creating and distributing content; it's about crafting a narrative that resonates with your audience, aligns with your business goals, and leverages the right platforms for maximum impact. Our Video Strategy Roadmap is your guide to navigating the complexities of digital media, using it to build lasting connections and turning viewers into loyal customers.
Understanding Your Audience
Knowing your audience is the cornerstone of any effective video marketing strategy. It's essential to delve deep into who your ideal customers are – their backgrounds, goals, challenges and preferences. This understanding will shape the type of content you create, ensuring it resonates with the people you want to reach. Consider developing detailed customer personas to guide your video content creation, making it more targeted and relevant.
Setting Clear Goals
Define what you want to achieve with your video content. Are you looking to increase brand awareness, drive sales, or educate your audience about your products or services? Your goals should align with your overall marketing strategy and be specific, measurable, achievable, relevant and time-bound (SMART). This clarity will help in crafting content that directly contributes to your business objectives.
The benefits of video marketing are significant, including increased ROI, boosted website traffic, enhanced engagement, improved email click-through rates and a higher chance of ranking on the first page of search engines like Google.
Crafting Your Message
Your video's message should be clear, concise, and compelling. It should reflect your brand's values and speak directly to your audience's needs and desires. Whether you're telling a brand story, explaining a product, or sharing customer testimonials, the message should be consistent across all your videos and aligned with your overall brand narrative.
Choosing the Right Distribution Platforms
Different platforms cater to different audiences and content types. YouTube might be ideal for longer, more detailed content, while Instagram or TikTok could be better for shorter, more visually engaging videos. Consider where your target audience spends their time and how they prefer to consume video content. This will influence not only where you post your videos but also the style and length of your content.
Video Content Optimisation
Optimising your video for both search engines and social media platforms is crucial. This includes using the right keywords, creating engaging thumbnails, and ensuring your videos are mobile-friendly. Also, consider the viewing habits on each platform – for instance, adding captions for viewers who watch without sound on social media.
Measuring Success
Track and analyse your video's performance using key metrics like view count, engagement rate, watch time, and conversion rate. This data will help you understand what works and what doesn't, allowing you to refine your strategy over time. Pay attention to viewer feedback and comments for qualitative insights.
Types of Videos to Consider
Depending on your goals and audience, different types of videos may be more effective. Educational videos can help explain complex products or services, while behind-the-scenes content can humanise your brand and build trust. Product demos, customer testimonials and thought leadership videos can also be powerful tools in your video marketing arsenal.
Conclusion
Video marketing in 2024 is about much more than just creating content; it's about creating the right content for the right audience and delivering it through the most effective channels. By understanding your audience, setting clear goals, crafting a compelling message, optimising your content, measuring success and choosing the right types of videos, you can create a video marketing strategy that not only reaches but engages and converts your target audience.
Ready to navigate the world of video with confidence? We can help you create a strategic video roadmap that not only guides your video content but also integrates seamlessly with your broader marketing and communication efforts.
Book your free, no obligation call now → reachvideo.co.uk/book/
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Winning your Viewer's Heart
Rational vs. Emotional Tactics in Video Marketing
In a world where consumers are bombarded with advertisements every day, standing out is more challenging than ever. We are flooded with video content, a lot of which we tune out or click off. The greatest challenge facing marketers today is not just to be seen, but to be heard over and amidst the noise.
So, how do we capture people’s attention?
The answer lies in a secret weapon: emotion.
In this article, we’ll explore how to effectively use emotion in your video content to connect with your audience on a deeper level and inspire action.
The Power of Emotional Storytelling
No matter the product or industry, stories are universal. They bridge divides and make your message relatable. Charities and Nonprofits have mastered this art, using poignant images and narratives to compel action.
The spark that will resonate with your audience is genuine, human stories that strike an emotional chord. These stories are not just tales; they are the emotional connections that can turn a viewer into a believer, a consumer into a loyal customer.
If you're keen to delve deeper into this topic, explore our article on The Power of Brand Storytelling in Video Marketing.
The Science Behind Emotional Marketing
We like to think of ourselves as rational beings, but in reality, we are often more "rationalising" than rational. Our decisions are a confluence of conscious and unconscious factors, significantly influenced by emotion.
Understanding the difference between System 1 (emotional, instinctive) and System 2 (deliberate, reflective) thinking is essential for marketers.
One of the most potent factors that can drive our decisions is a well-told story—one crafted with intention that leverages insights into human behaviour.
“Marketing is no longer about the stuff you make, but about the stories you tell.”
- Seth Godin
Crafting Videos That Speak to the Heart: The Power of Storytelling
1. Movement and Dynamics
Create stories that feel dynamic in their emotional quality. They should take viewers from one emotional state to another, often including an element of surprise or resolution. A well-crafted story, structured with intention, can grab attention and drive emotion effectively.
2. Relatability and Character Development
Identify and express experiences that carry emotional weight for your target audience. Hold a mirror up to their experience and, if possible, put a unique twist on it. With the right characters and character development, we can connect to the audience emotionally and let them feel what our character is feeling.
3. Attention and Immersion: Hook Them or Lose Them
Start with a compelling “Hook” in the opening seconds of your video to instantly capture your audience’s attention. According to a study by the University of Massachusetts, the average online video loses almost 6% of its audience every second.
Your hook could include a question, an unexpected statement, a hard-hitting moment of conflict or humour, or unique visuals or sound. The key is to be intentional and provide value or interest right away. Spending time developing a strong hook is crucial, as it determines whether the rest of the video will be watched.
4. Maintain engagement
Tone shifts are a powerful way to keep the viewer engaged throughout the video. A tone shift is a point in the video where the story pivots, often accompanied by a change in music or topic. This simple pivot tells the viewer “Hey wait, there’s more,” piques their curiosity and gives them a bit of a refresh of energy to keep paying attention.
End with a “Jab”. What you leave your audience with is almost as important as what you draw them in with, a clear call to action that is best paired with an impactful moment or sound bite that leaves some curiosity hanging in the air. This encourages the viewer to take the next step and learn more.
Narrative Transportation: The Transformative Power of Storytelling
When crafted effectively, your audience can lose themselves inside the story, a phenomenon known as narrative transportation. They can leave their living room couch and enter the story world, experiencing the next few minutes or hours as if they were the main character. This immersive state not only creates a strong emotional response, which is a critical part of driving behaviour and thinking, but it also causes us to drop our defences. When inside the story world, we're far more receptive to ideas, new and old, whether we agree with them or not.
This is the transformative power of storytelling in video marketing. It’s not about bombarding the audience with facts and logical arguments. It’s about crafting a narrative they can step into, relate to, and ultimately, be moved by.
In a world where telling people to change rarely works—consider the endless health advice we all receive—storytelling offers a different, more effective path. It’s not about telling someone to eat healthily; it’s about making them feel the deep emotional and physical benefits of that change through a compelling narrative.
The ROI of Emotional Advertising
According to the Institute of Practitioners of Advertising (IPA), emotional creative is twice as likely to deliver major profit gains compared to rational, message-led campaigns. Emotional campaigns are more effective in the long term and are more likely to be shared and go viral.
Driving Action with Video
But how can you use emotional video to drive specific actions? It’s essential to align the emotions in your videos with your audience's stage in their buyer’s journey, as this can help to guide the tone of the piece.
Driving Awareness
When trying to drive awareness, viewers are looking to be inspired to action. In this stage, it's important to focus on positive and uplifting emotions, such as:
- Happiness/Joy/Delight
- Hope/Excitement/Anticipation
- Pleasure/Amusement
- Surprise
- Love/Affection
Driving Conversions
When the goal is to drive conversions, it's important to move beyond inspiration into deeper emotions that resonate with specific desires and needs, such as:
- Desire for Control
- Poverty of Time
- Desire for the Latest and Greatest
- Self-Achievement
- Economy of Time
- Make Me Better
Crafting Authentic Connections: Tips for Success
Deeply Understand Your Audience
Go beyond surface-level knowledge of your customers. Dive into their problems and needs, and articulate how your product or service provides a solution. A well-crafted story can bridge the gap between you and your audience, allowing them to see themselves in the narrative and connect with your brand on a deeper level.
Build Trust and Authenticity During Interviews
Let your company’s core values shine through in your content. Avoid scripted or forced narratives; instead, aim for genuine and heartfelt storytelling. The person asking the questions during a video interview plays an integral role in setting the tone for an authentically emotional video project. They should be an empathetic soul who will make interview subjects feel heard, safe and understood.
Start with questions to warm people up and take the time to have a conversation. If your video is dealing with sensitive topics, let the conversation guide which questions come next and give emotional moments space to breathe. Be grateful for their sharing.
Avoid Making a Commercial
People crave genuine communication and are tired of being “pitched” to. Resist the urge to talk about yourself and instead focus on the story you are telling.
Introduce a Relatable Character Early
People love people. Introduce someone your audience cares about within the first few moments to trigger a compelling, emotional response.
Use Authentic Voices and First-Person Narratives
Avoid professional voice talent and “corporate speak.” Instead, let your subjects speak directly to the camera, sharing their own stories in their own words.
Simplify Your Presentation
Resist the urge to add clutter like unnecessary titles, stats, or talking heads. Powerful visuals reveal more emotion than any words can so present the story as purely and simply as possible.
Be Mindful of Imagery and Use Close-Ups
Establish content and an overall setting with wide and medium shots, but then make the scene more intimate. Video has the wonderful capability of being a magnifying and isolating tool. Bring your viewer in close to focus attention on the important details and nothing else.
Craft with Intention
Storytelling is an art and a science. Use insights into human psychology and behaviour to craft stories that not only capture attention but also hold it. A well-told story, crafted with intention, can be a powerful tool for connecting with your audience emotionally.
The Final Takeaway
Emotion is a catalyst for action. It prompts us to engage, inspires us to change our lives or others’, and fosters strong associations with brands. This is especially important for charity organisations or videos intended to raise awareness. In almost all cases, the emotional response developed after watching an advertising video can mean the difference between buying or not buying a product. But, It’s not just about increasing sales; emotional marketing can grow your business in many ways, from enhancing brand associations to attracting future talent.
So, as you craft your next marketing video, remember: it’s not just what you say, but how you make people feel that truly counts.
“At the end of the day people won't remember what you said or did, they will remember how you made them feel.”
- Maya Angelou
In the battle for your viewer’s heart, emotional storytelling is your most potent weapon. Use it wisely, authentically, and with intention, and you will not only win their attention but also their loyalty and action.
Ready to Win Your Viewer's Heart?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions on our services page.
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7 Types of Stories You Need in Your Business
Unlock the Power of Storytelling to Connect, Engage and Inspire Your Audience
Do you want to learn how to tell your business story in a way that engages and inspires your audience? Whether you are a marketing professional aiming to elevate your brand’s presence or a business owner looking to connect with your audience, storytelling is a powerful tool that can transform your business communication.
This article will teach you 7 different types of stories you can tell in your business. Every kind of story has its unique characteristics, and it is essential to understand which one best suits your business message. If you're wondering about the significance of storytelling in today's digital age, especially in video marketing, you can read more about The Power of Brand Storytelling in Video Marketing. We will also show you the effects a well-told story can have on your marketing and business objectives.
So, let's break down the storytelling process!
Like most things in life, storytelling needs structure; it requires a sound framework to build on. This is why we have seven types of stories, so you can understand which one best fits your business message.
The seven types of stories are:
- The Why Story
- The Teaching Story
- The Values Story
- The Impact Story
- The Vision Story
- The Origin Story
- The Objections Story
We’ll go into each story type below.
1. The Why Story – A Story of Purpose
This story reveals the core values and driving forces behind your business. It answers the fundamental question: Why does your business exist?
Why Your Business Needs It:
- To connect with your audience on a deeper level by sharing the core purpose that drives your business.
- To build trust and credibility by showing the authentic motivations behind your brand.
Crafting Your Why Story:
- Start with the origin story of how the brand or idea got started. Through this experience, have your character share what motivates or drives them to continue to grow or do this work.
- Have your character share the most personally memorable, specific story of how their work has impacted others. Then have them reflect on how their impact made them feel and how their impact drives their work.
Example: Imagine you run a sustainable fashion brand. Your Why Story could revolve around your personal awakening to the environmental damage caused by fast fashion, and your resolve to create a change.
How to Use and Distribute:
- Feature it prominently on your website’s “About Us” page.
- Share it on social media platforms to engage with your followers.
- Use it as an introduction in webinars or presentations.
2. The Teaching Story – A Story that Educates
This story is designed to impart knowledge and insights. It positions your business as an expert, teaching your audience something valuable.
Why Your Business Needs It:
- To establish your brand as a thought leader in your industry.
- To educate your customers about a complex product or service in an engaging way.
Crafting Your Teaching Story:
- Identify the Concept: Start by defining the idea you’d like to teach with this story.
- Find the Story: Find a character who has a moment in time when they or somebody they know learned this concept.
- Define the Conflict: The goal of the conflict in a Teaching Story is to set up what’s at stake and why this information is essential.
Example: If you’re a digital marketing agency, your Teaching Story could be about a small business owner who learned the importance of SEO and how it transformed their online presence.
How to Use and Distribute:
- Create a series of educational blog posts or videos.
- Share it on LinkedIn and other professional networks.
- Use it in workshops or training sessions.
3. The Values Story – The Story of Principles
This story showcases the core values that guide your business. It illustrates how these values are embodied in actions and decisions.
Why Your Business Needs It:
- To attract customers who share similar values.
- To differentiate your brand in a crowded market.
Crafting Your Values Story:
- Define the Value: Find a person who has experienced this value in action. Help them hone in on one specific experience by asking questions.
- Find the Character with a Specific Experience: Break down the experience into a clear beginning, middle, and ending.
Example: For a company that values sustainability, a Values Story could focus on the journey of a single product from ethically sourced material to a satisfied customer.
How to Use and Distribute:
- Showcase it in your company’s recruitment materials.
- Feature it in your annual report.
- Share it on social media during relevant awareness months or days.
4. The Impact Story – A Story of Change
This story highlights the positive changes that your product or service has brought about. It’s a powerful way to showcase real-world results and benefits.
Why Your Business Needs It:
- To illustrate the tangible benefits of your product or service.
- To inspire potential customers with real-life success stories.
Crafting Your Impact Story:
A New Take on Testimonials: An impact story, often likened to a testimonial, goes beyond a simple endorsement. Here, we highlight real individuals and the transformations they experienced through our product or service.
Example: Consider a solar panel company sharing the journey of a homeowner who significantly reduced their energy bills and carbon footprint through their installation.
How to Use and Distribute:
- Use it as a case study on your website.
- Share it in email marketing campaigns.
- Feature it in your booth at trade shows.
5. The Vision Story – A Story of the Future
This story paints a vivid picture of the future that your business is striving to create. It’s about inspiring your audience with your long-term vision.
Why Your Business Needs It:
- To inspire and align your team around a shared future goal.
- To attract investors, partners and customers who want to be part of that future.
Crafting Your Vision Story:
- Lead with Desire: Personify the brand, or choose a character who is helping to lead the charge in the business. Highlight the more important goal or desired impact of their work.
Example: If you’re a tech startup focused on clean energy, your Vision Story could paint a picture of a world made better through your innovation.
How to Use and Distribute:
- Use it in investor pitches.
- Feature it in a prominent section of your website.
- Share it at company-wide meetings to inspire and align your team.
6. The Origin Story – A Story of Beginnings
This story narrates the genesis of your business. It takes your audience back to where it all began, making your brand more relatable and authentic.
Why Your Business Needs It:
- To humanise your brand and make it more relatable.
- To build trust by showing the roots and authenticity of your business.
Crafting Your Origin Story:
- Choose Your Character: Your character should be somebody involved in building the business from the beginning.
Example: The story of how the founders met and the challenges they overcame to start a renewable energy business.
How to Use and Distribute:
- Use it as the foundation of your “About Us” page on your website.
- Share your Origin Story video as part of a crowdfunding campaign.
7. The Objections Story – A Story that Overcomes Doubts
This story tactfully addresses the reservations or objections that potential customers might have. It’s about turning scepticism into trust.
Why Your Business Needs It:
- To proactively address and overcome potential objections or concerns from customers.
- To build trust by showing that you understand your customers’ concerns and have solutions.
Crafting Your Objections Story:
- Clarify the Objection & Choose Your Character: Identify the most common objection received from clients, customers, etc.
Example: Consider an engineering company looking to transition to a more sustainable energy source for its operations. The Objections Story could focus on the initial hesitations of the company's board about the upfront costs and potential disruptions to their operations. However, after realising the long-term cost savings, increased energy efficiency and positive environmental impact, they fully embraced the transition, positioning themselves as industry leaders in sustainability.
How to Use and Distribute:
- Use it in sales presentations to address objections upfront.
- Feature it in a FAQ section on your website.
Summary
In this guide, we’ve broken down 7 types of stories that can supercharge your business marketing. These stories are more than just narratives; they are strategic tools that can help you connect with your audience on a deeper level, humanise your brand and drive meaningful engagement.
Remember, storytelling is not just about telling tales; it’s about crafting narratives that resonate with your audience's values and aspirations. It’s about painting a vivid picture that can inspire, educate, and move people to action.
So, start crafting your stories today and watch your business grow!
Acknowledgements
This framework for storytelling is inspired by the Muse storytelling process, which has been a significant influence on our work at Reach Video. Muse has developed a powerful approach to crafting impactful, purpose-driven stories, and we highly recommend checking out their process for a deeper dive into the art of storytelling.
Ready to Take Your Storytelling to the Next Level?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
The Power of Brand Storytelling in Video Marketing
Introduction: The Emotional Power of Storytelling
In today’s digital age, with content and distractions at an all-time high, capturing and holding attention is a monumental task. Stories, however, are the ultimate fluff-busters. They are the first thing we are drawn to in marketing, or anywhere. We are creatures predisposed to tell stories to make sense of a chaotic world and bring meaning to our lives. They help us empathise and build trust. Add video, the medium best at generating emotion, and you get a potent combination ideal for spreading your brand message.
The Battle for Attention: Noise and Trust
In a world where trust in marketers is dwindling and ad blockers are on the rise, the challenge is not just to reach people, but to genuinely engage them without triggering their defences. Here lies the magic of a well-crafted story—it builds bridges between you and your audience, fostering trust and bypassing scepticism.
What is a Story? A Simple Definition
Let’s define what a story actually is. A story is a retelling of events, often from a single perspective. The term comes from the Latin “Historia”, which means a history. In simpler terms, a story is “stuff that happens to people.” It’s a narrative that unfolds, taking the listener or viewer on a journey with the characters involved.
Why Storytelling? The Strategic Edge
As Seth Godin famously noted, “Marketing is no longer about the stuff that you make, but about the stories you tell.” This shift has prompted brands, from small businesses to FTSE 100 companies, to invest in compelling content, including film and video, rather than traditional forms of paid media advertising.
Why Brand Storytelling?
Simply put, brand storytelling is the technique of using a narrative to forge a connection between a brand and an identifiable audience (customers, employees, shareholders, etc.) to affect a certain outcome. It often aims to link the values, attitudes, and beliefs shared between a brand and its target consumers, using story as a vehicle to make these connections more obvious and, in doing so, heighten interest or preference towards the brand.
The Human Connection: Why Stories Resonate
Stories are inherently human. They allow us to empathise, to see ourselves in others' shoes. In marketing, this translates to customers seeing themselves using your product or service, and experiencing the benefits firsthand through the narrative you craft.
Building Trust and Loyalty Through Story
Stories are authentic, and authenticity builds trust. When customers trust you, they are more likely to return, creating a loyal customer base. Storytelling in video marketing isn’t about making a sale; it’s about building a relationship.
The Science of Story: More Than Just a Tale
Our brains process stories differently than rational arguments. A well-told story allows your audience to lose themselves inside of the narrative, experiencing it as if they were the main character. This immersion creates a strong emotional response and makes viewers more receptive to new ideas, effectively lowering their defences. A study by marketing guru David Aaker found that a brand’s audience is up to 22 times more likely to recall information when it is presented through a story, versus presenting information and facts by other means.
The Transformative Power of Story
Story creates meaning, and meaning creates value. This effect is so powerful that it can overcome even our most commonsense judgments. We like to think that we’re rational creatures, but in reality, we’re not. For brands and organisations, this means when communications or experiences are able to break through and connect with their audiences on an emotional level, they can be powerfully persuasive.
Conclusion: Storytelling as a Welcome Pull
Learning the science behind storytelling allows you to unlock a powerful way to ensure that you are seen, heard, and remembered. It’s not about demanding attention; great storytelling is a pull, not a push. It creates real value and meaning for people, offering a welcome alternative to the noise that characterises today’s media landscape.
In Part 2 of this article, we dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Plot, Places, and Purpose.
Ready to harness the power of storytelling in your video marketing strategy?
Storytelling is a craft, and like any craft, it requires expertise and finesse. At Reach Video, we specialise in helping businesses like yours tell their stories in the most compelling and impactful way possible. Whether you are just starting with video marketing or looking to elevate your existing strategy, our storytelling experts are here to guide you every step of the way.
Ready to transform your marketing with the power of storytelling? Contact us at Reach Video for expert guidance and support. Let’s craft stories that resonate, engage, and inspire action.
Read more about our Brand Story solutions.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
How to Create a Brand Story Film
Top Tips for Compelling Video Storytelling
Crafting a story that resonates
In today’s digital age, storytelling is a key component of successful video marketing. More businesses are tapping into creative ways to use documentary-style videos, often referred to as "brand story films" or "mini-docs," to authentically showcase their company. These mini-docs are concise, impactful documentaries that focus on a singular story and vision related to your company’s core values and mission. They often include interviews with key employees or satisfied customers, and they are designed to be brief, engaging, and focused.
According to Dr. James McQuivey of Forrester Research, one minute of online video is equal to 1.8 million written words, making it an incredibly efficient way to communicate. This gives storytelling in the business world the power to be a secret weapon—a compelling story can attract your ideal customers and engage them in a way that sets your brand apart from the competition.
In Part 1 of this article, we explored The Power of Brand Storytelling in Video Marketing. Now, let’s dive into the practical aspect—how to effectively craft and integrate storytelling into your video marketing strategy. This guide is inspired by the Muse Storytelling Process, whose teachings have heavily influenced our own approach to video storytelling. We will delve into practical steps for crafting a narrative that resonates, focusing on the four essential pillars: People, Purpose, Plot and Places.
The Four Pillars of a Compelling Story
People: The Heart of Your Story
A great story starts with a great character. Having a strong lead character, what we call the "Heart," is critical in creating a story that your audience will emotionally connect with. This character is the emotional core of your story, and they are the ones who the audience will follow, empathise with, and root for. They could be a founder, an employee, a customer, or anyone else closely tied to your brand.
Tip: Select a Heart character who is passionate about your brand and can authentically convey their experiences and emotions. This character should have a clear desire or goal that drives the narrative and resonates with the audience.
Helpers and Experts
Secondary characters, such as Helpers and Experts, serve specific purposes in a story and should be chosen intentionally. Helpers fill gaps in the plot, share plot points, offer perspectives and aid in communicating the story's purpose. Experts provide necessary information briefly and should possess authority and passion for the subject matter.
Tip: Use Helpers to reinforce the Heart character's journey and Experts to lend credibility to your story. Be mindful of the number of secondary characters to avoid confusing the audience and diluting the emotional impact.
Purpose: Defining the Deeper Meaning and Objective of Your Story
The essence of a compelling story lies in its deeper meaning. This is what ensures your story is remembered and has a genuine impact. Before delving into the narrative, it's crucial to clarify your objective: What action or change in perception do you want from viewers after they've watched your story? A powerful story should not only impart wisdom but also change how the audience perceives something in the world.
Tip: Begin by articulating the 'why' behind your brand. How does it aim to positively influence its customers or the broader world? This foundation will guide the narrative, ensuring it resonates and remains memorable.
Plot: Structuring the Journey
The plot is the backbone of your story, designed to engage and captivate your audience. It's the sequence of events that guides your audience from the story's inception to its conclusion. Drawing inspiration from the Muse Process, the structure of a compelling story is built around six pivotal beats, known as the 6 Essential Plot Points. These moments are crucial in determining the story's engagement factor.
- Hook: The Hook is the opening of the film and should be powerful, unique, and conflict-driven to capture the audience's attention. Spending time developing a strong Hook is crucial, as it determines whether the rest of the film will be watched.
Tip: Forge a strong emotional bond between the audience and the Heart character at this stage. Clarify the stakes involved. - Conflict: This is where the central challenge or obstacle is presented, setting the stage for the Heart character's journey.
- Initiation: As the story progresses, the Heart character, aided by Helpers and guided by Experts, embarks on their journey. They take the first steps to confront and attempt to resolve the conflict introduced earlier.
- Journey Points: These are the pivotal moments as your character navigates the challenges. It's about the struggles they face, their growth, and the changes they undergo.
Tip: Ensure the conflict remains relatable and pertinent to your audience, showcasing the Heart character's trials and growth to deepen the audience's emotional connection. - Resolution: This is where the conflict finds its resolution. Showcase how the Heart character has evolved and transformed as a result, fulfilling the story's promise and leading your audience to a newfound understanding or perspective.
- Jab: Conclude with a universal insight or takeaway from the character's journey, leaving a lasting impression.
Tip: This ending should resonate with the story's purpose, guiding the audience towards the desired action or thought.
By meticulously crafting these plot points, you ensure that your audience remains invested in the journey of your characters, making your story both memorable and impactful.
Places: Building Trust Through Environment
The settings and environments in which your story unfolds play a pivotal role in establishing trust and deepening the connection with your audience. By showcasing the actual places where your company operates, you provide a tangible context, allowing the audience to immerse themselves more authentically in your narrative.
To effectively bring your story to life, it's essential to delve into the Layers of Place. These layers include Situations, Environments, Objects, and Time. By meticulously planning and visualising these elements—be it the colours, settings, props, graphics, angles, or lighting—you ensure that each scene resonates with authenticity and purpose.
Tip: Use visuals to spotlight key locations integral to your story, the settings where your company operates, areas of community involvement, or places where your products are made or used.
In another article, we explore 7 Types of Stories You Can Tell in Your Business to further help you craft compelling narratives.
Practical Tips for Crafting Your Brand Story
- Deep Dive into Your Brand’s Values:
Start by revisiting your company’s mission and values. What are the core principles that guide your business? This will form the foundation of your story. - Identify Your Heart Character Early:
Before you even start crafting your story, identify who the Heart, or main character, of your story will be. This person should embody the values of your brand. - Create a Storyboard or Outline:
Plan your story visually or textually before you start filming. This will help you identify key scenes, characters and the flow of your narrative. - Show Authenticity:
Avoid scripted or overly rehearsed scenes. Authenticity resonates with audiences, so let the genuine emotions and personalities of your characters shine through. - Leverage the Power of Music and Sound:
The right soundtrack can elevate your story. Choose music that complements the tone of your narrative and enhances emotional engagement. - Review and Revise:
After your initial draft or edit, review the story. Does it align with your brand? Does it feel authentic and engaging? Be prepared to make revisions. - Test Your Story:
Before a full launch, share your video with a small group of trusted colleagues or customers for feedback. Use this insight to make final adjustments. - Remember the Logo Test:
As a final check, imagine your video with a competitor’s logo. If it still feels uniquely yours, you’ve created a story that truly represents your brand.
Tip: Storytelling is an art, and like all art forms, it requires practice. Don’t be afraid to iterate and refine your approach based on feedback and results.
Promotion: Don’t Forget This Crucial Step
Just as Alfred Hitchcock said the most critical component of any film is the script, the script, the script; we’re sure that if he were around today and in marketing he would say the most important thing you can do for your video is promote, promote, promote! There’s no point putting all of your effort, time, and money into creating an amazing storytelling video if no one is going to see it. So, when you have your video and you’re ready to release it to the world, be sure to push it on as many different platforms as you can.
Tip: Consider a multi-channel promotion strategy. Utilise social media, email marketing, partnerships and your company’s website to maximise the reach of your video.
Conclusion
In a world where content is king, storytelling is the crown jewel. By balancing the four pillars—People, Purpose, Plot and Places—you can craft a powerful narrative that not only showcases your brand but also connects deeply with your audience, turning viewers into loyal customers.
For more on why storytelling is so crucial in video marketing, don't forget to check out our previous article on The Power of Brand Storytelling in Video Marketing.
Ready to captivate your audience with compelling video storytelling?
At Reach Video, we're experts in crafting narratives that resonate and drive results. Discover our Brand Story solutions and let's start your storytelling journey today.
If you enjoyed this article and found value in it then please consider sharing it with your network. We'd really appreciate that!
Measuring Video ROI
The Ultimate Guide for Marketers
https://youtu.be/5nkP_q9CvrI
In today's digital landscape, video content has become an integral part of every marketer's toolkit. However, to truly understand the impact and success of your video marketing efforts, you need concrete evidence in the form of Return on Investment (ROI). Measuring the ROI of video content allows you to gauge its effectiveness, make data-driven decisions, and optimise your strategy for tangible results. In this article, we’ll explore various methods and tools for accurately measuring the ROI of video content, providing you with the key insights you need to drive success.
Define Clear Objectives and Goals:
Before embarking on any video marketing initiative, it’s essential to define clear objectives that are aligned with your overall marketing goals. By having a well-defined purpose for each video, you can ensure that every penny invested serves that specific purpose.
Are you aiming to increase brand awareness, drive website traffic, generate leads, or boost conversions for example?
When you are clear on the objectives, you'll be able to search for precise indicators that tell you how successful you have been at achieving those objectives.
Track Key Performance Indicators (KPIs):
Both a benefit and a challenge in video marketing are the high amount of varying metrics that can be gathered around your content. With online video content, you can measure everything from views, watch time, Engagement Metrics, such as likes, comments, and shares, click-through-rate and even audience demographics such as age, gender, location, or interests.
It is important, therefore to identify the 'metrics that matter' for each video. To put it simply, if your goal for the content was to increase brand awareness within a particular market demographic, then the metrics should be focused on ensuring that the ‘right eyeballs’ viewed your content. Conversely, if your goal was to convert more website visitors into paying customers, you should pay attention to click-throughs and the monetary value you sold.
By monitoring these KPIs, you can evaluate the performance of your videos throughout the customer journey and gain valuable insights into their effectiveness.
Leverage Analytics Platforms:
Analytics platforms dedicated to video content provide invaluable data insights that can simplify and enhance your ROI measurement efforts. Platforms like YouTube Analytics, Wistia, or Vimeo offer robust analytics tools to track views, watch time, audience demographics, and engagement patterns. Leveraging these platforms allows you to dive deeper into user behaviour, identify trends, and optimise your video strategy accordingly.
Implement UTM Parameters and Conversion Tracking:
To accurately attribute conversions to your video content, consider implementing UTM parameters and conversion tracking. UTM parameters are special pieces of text added to your website's URL. They help you keep track of where your website visitors are coming from and which marketing campaigns they are associated with. This allows you to monitor the performance of your marketing efforts, such as click-through rates and the effectiveness of different channels and strategies. By using UTM parameters, analytics platforms can capture this data and provide valuable insights into the success of your video content. By linking conversions to specific videos, you can gain a clearer understanding of how your videos are influencing customer actions and ultimately determine your video's return on investment.
Conduct A/B Testing:
A/B testing is a powerful technique for measuring the impact of different variables within your video content. Create slightly differing versions of a video to test elements like video length, thumbnails, calls to action, or even the video's narrative approach. By comparing the performance of the different versions, you can identify what resonates best with your audience and optimise your videos for maximum ROI.
Gather Audience Feedback:
Direct feedback from your audience is invaluable for measuring the success of your video content. Conduct surveys, collect qualitative feedback, or monitor social media comments to gauge the impact of your videos on brand perception, purchase intent, or customer satisfaction. This qualitative data provides valuable insights that complement quantitative metrics, helping you refine your video content strategy based on audience preferences and needs.
Conclusion:
Measuring the ROI of video content is paramount for marketers looking to demonstrate the value and success of their video marketing efforts. By defining clear goals, tracking relevant KPIs, leveraging analytics platforms, implementing conversion tracking, conducting A/B testing, and gathering audience feedback, you can accurately measure and optimise the ROI of your video content. The data-driven insights gained through these methods and tools will empower you to make informed decisions, drive tangible results, and elevate the impact of your video marketing campaigns.
If you need any help with accurately measuring the ROI of your video content or any other aspect of video content production then please get in touch. It's what we’re here for.
Maximise Your Video Investment
Overcome Cost Concerns
https://youtu.be/EMSkSTRPMng
As a marketing professional, you understand the importance of video in today's landscape. Consumers expect video content when making decisions about working with a company or purchasing a product. However, concerns about the cost of producing video content often linger, causing hesitation in fully embracing this powerful medium. While producing videos can be more expensive compared to other forms of content, it's essential to evaluate the return on investment (ROI) rather than focusing solely on initial costs. Quality video content can serve as valuable business assets for years, providing a positive ROI when executed correctly. In this article, I’ll explore practical strategies to help you overcome cost concerns and maximise your video investment.
Options for Any Budget:
Regardless of your budget, there are options available to create effective video content. If you're on a tight budget, you can still produce compelling videos using your smartphone or webcam along with free editing software. For those with a slightly larger budget, consider hiring freelancers for filming or editing, or partnering with a video production company for end-to-end project execution. It's important to note that creating video content is becoming more affordable every day, even for professional-quality content. The key is to find the sweet spot that works for your business, keeping in mind that video is the most effective marketing tool for driving revenue.
Be Realistic and Clever with Your Budget:
When considering your budget, it's crucial to be realistic about what you can afford and find clever ways to maximise its impact. If your budget is limited, simplify your videos for now and focus on core elements that align with your goals. You can also consider a half-and-half approach, where you shoot content internally and outsource the editing or leverage specialised skills and high-end technology through outsourcing. However, it's important to remember that not all video content should be DIY. While viewers may forgive lower production quality in live videos, pre-recorded content is expected to be more polished. Statistics show that consumers have a negative perception of brands that publish poor-quality videos.
Advantages of Professional Production:
Professional video production offers numerous advantages that contribute to its value. Professionals have the expertise to effectively use video production equipment and understand the necessary steps and processes to achieve the desired results. They can also repurpose and reuse video content across various platforms, maximising its mileage. Video, when used as part of an effective strategy, engages viewers directly and has a high potential for conversion. The expertise and experience of professionals contribute to videos that bring in more revenue than they cost.
Determine Goals and Create a Content Plan:
Before allocating your budget, clearly define your goals and align them with your video content strategy. Whether it's increasing brand awareness, generating leads, or driving sales, knowing your objectives will help you allocate resources effectively. Create a content plan that outlines the types of videos, their frequency, and the platforms you will use. This plan will guide your budget allocation decisions and ensure consistency and purpose in your video production.
Prioritise and Measure Results:
Not all video content carries equal weight. Prioritise the types of videos that will have the most impact on your goals. For example, if lead generation is a priority, focus on creating explainer videos or product demos. Additionally, measure the results of your video content through analytics. Track engagement, views, and conversions to identify the videos that are delivering the most impact. Adjust your budget allocation based on these insights, ensuring you optimise your video investment.
Conclusion:
Overcoming cost concerns in video marketing requires a strategic approach and a clear focus on maximising ROI. By being realistic with your budget, exploring options at various price points, and prioritising your goals, you can make the most of your video investment. Whether you choose to create content internally, outsource certain tasks, or invest in professional production, remember that video remains one of the most powerful marketing tools available. By allocating your budget effectively and measuring results, you can harness the impact of video content and achieve your marketing objectives.
Ready to maximise your video investment and take your marketing to new heights? Contact us today to discuss your video production needs. Our team of professionals is ready to help you create high-quality, engaging video content that drives results. Don't let cost concerns hold you back – let us show you how to make the most of your budget and achieve your marketing goals.
Navigating Video Marketing
A Step-by-Step Guide for Marketing Professionals
It’s no secret that video can be one of the most effective ways for marketers to engage their audiences and boost brand awareness. However, incorporating video content into a marketing strategy can seem daunting for those new to the medium. Statistics show that the biggest barriers to using video are a lack of time, not knowing where to start, concern about the potential cost, worries about the return on investment (ROI), and not being able to convince decision-makers about the value of video. The endless options offered by video marketing, from what type of content to curate to where to post it, can become overwhelming. But, if you do nothing, you could be left behind.
This comprehensive guide aims to provide marketing professionals with a step-by-step approach to navigating video marketing successfully. From planning and production to distribution and analysis, we’ll explore best practices and practical tips to overcome the learning curve and harness the full potential of video marketing.
You begin by identifying your target audience, who you are aiming to reach with video. Then you determine your own goals and those of the business, what you’re trying to achieve through the use of video. These first two critical steps will combine to inform your content, what your message will be and your methods for distribution, the platform(s) you will use for sharing your videos. Optimisation of your content is crucial if you’re to achieve the best results so you will also need to know which metrics to track and analyse. Finally, you can decide on the method and style of production that is the best fit for your strategy.
These individual elements combine to form a robust video marketing strategy.
Let’s take a closer look at each of them:
1. Identify your audience
Your first step is to identify the audience you want to reach using video. Normally, as a marketing professional, you’ll already have a pretty good grasp of who your target market is. You won’t be able to position what you’re offering to meet customers’ (and potential customers’) needs without knowing who they are.
To be successful, it is important to consider your audience with every piece of content that you create. When you understand your audience, you understand what they care about and therefore what content you can create that’s going to cut through and mean something to them. You’ll know what videos to make, where those videos need to be distributed and how to create a cohesive video marketing strategy that resonates with your ideal customer throughout their journey as they become aware of, consider and then decide to buy your product or service.
2. Set your goals
- What do you need your video content to achieve?
- Where along your ideal customer’s journey could you use video content most effectively?
- What areas of your marketing and customer engagement funnel need improvement and where are the gaps that could potentially be filled by online video content?
Having the answers to these questions is important when developing a video marketing strategy for your company or organisation. Video marketing can be used to raise brand awareness, build customer relationships, grow your mailing list, or promote products and services. You can use it to answer questions, educate, share testimonials, tell your brand story, stream live events or deliver entertaining content.
Combined with an understanding of what your audience needs, your goals will help you pinpoint the kind of video(s) that you need to produce.
3. Define your video’s key message
Now you are clear on your goals and the audience you want to reach, you can begin shaping the key message of the planned video(s).
- What is it that you want to say?
- What is the main thing that you want people to take away and remember after watching the video?
As with all successful marketing, the key is to make your message clear and concise.
The video needs to speak to its audience in a way that rings true and with a message they can’t ignore. Without something useful and interesting to say to the target audience, you risk seeing your video sink without a trace.
If there is a lot you want to say about a particular topic, you could always create a video series covering bite-sized elements of the same subject. This is an effective way to build anticipation in potential customers who see one video and want to view more from you.
4. Decide your primary distribution platform
An advantage of knowing your audience is that you’ll understand how they like to spend their time and how they like to consume video.
- Where do they watch video?
- How do they watch video?
- What devices do they prefer?
The answers to these questions will help you plan what will be your primary distribution platform and how you might use other platforms to promote your content.
- Are you going to publish the video on your website?
- Will you start a YouTube channel?
- Which social media channels do your customers love?
It’s critical that you produce your video content according to the optimum specifications for each particular platform. This includes such things as screen ratio, the size of the video frame, how to use captions or titles on the screen, and even the overall duration of your video.
It’s not just technical specifications you need to think about; the way that the video is actually structured should be considered too.
All of those decisions need to be made in a way that recognises the nuances of the individual platforms that you’re going to be publishing on. The reality is that YouTube is a different platform to Facebook. And LinkedIn video is different from Instagram video. Every social media platform is a video platform these days and you need to create content with production considerations aligned to your chosen distribution platforms.
5. Determine your optimisation techniques
In brief, you’ll need to optimise your video for your audience and also for the algorithms of the various video platforms. If you don’t, your videos might not even be seen by your intended audience.
[This can get a little technical if you’d like to know more about video optimisation then please leave a comment below or contact me directly.]
Optimising for an audience means enticing them to actually press play. To stop their thumb scrolling and attract their attention. Not only that, but you’ll also need to retain their interest long enough to get your message across.
Optimising for the algorithms is similar to search engine optimisation and makes use of some common digital marketing techniques. There are many optimisation strategies to give your videos a higher chance of ranking. In general though, if your videos are getting watched and maintaining the interest of your audience then the algorithms will also look favourably upon your content.
6. Analyse your video’s performance
What gets measured gets improved and no online marketing campaign can be successful without measuring and analysing performance.
There is a lot of useful data available to help determine the effectiveness of the video in achieving your desired goal. In fact, this is one of the real strengths of digital video marketing as opposed to traditional video advertising.
Pay attention to the metrics that matter so that you can refine your video marketing strategy moving forward. No matter what your chosen distribution platform is, think about what data you have access to and how that data can inform your future strategy.
If you’ve never created marketing videos before then your first opportunity for analysis will come after your first video is released. If, however, you already have a back catalogue of videos then I would advise that you do this immediately. You can use the analytics already at your disposal to inform many of your future video production decisions. So, make this the starting point for your ongoing video marketing strategy.
7. Decide what kind of videos you will make
Production considerations are the last element in an effective video marketing strategy. When you make strategic decisions about audience, goals, content, distribution, optimisation and metrics BEFORE you plan for production, the power of a video marketing strategy becomes clear.
By completing the various steps above, you should have a much stronger sense of who you want to reach and why, your key message, and the kind of video that will have the biggest impact on your audience.
As we’ve seen, different types of video are likely to be appropriate for different segments of your audience.
- Do you want a product demonstration video for people interested in a particular product range?
- Do you want to share a customer success story to promote a service?
- Or do you want to film a behind-the-scenes video about your employees?
These are just a few of your options.
Summary
Developing an effective video marketing strategy for your business can take some time and effort but it’s essential if you’re to achieve the desired results with video. With each and every video within your marketing strategy, you need to understand what it is that you want the video to do. What action do you want your audience to take? How do you want them to feel? What do you want them to think? Content that does not have a clear idea of what the intended goal is for the video is simply noise. Your mission is to cut through the noise.
A carefully designed strategy is your roadmap for success with your video content.
And, by taking time to reflect and track the results each time a new video is launched, you can strengthen your video marketing strategy. In turn, this will boost your visibility, develop your voice, build your audience and improve conversions. By following this step-by-step guide, marketing professionals can confidently navigate the world of video marketing and harness its immense potential.
Do you need help in creating an effective video strategy for your business? At Reach Video we provide the strategy, content and ability to connect to your target audience, drive them to action and deliver tangible, profitable results.
For further guidance on how to use video to grow your business, download our free guide “Achieve Success with Video”.
How to use video content throughout the 'customer journey'
Attract, nurture, sell to and retain your perfect customer with strategic video content.
https://youtu.be/vqid6uFHgLA
If you plan to add video content to your marketing mix, then it’s important to understand and plot out the customer journey. This is the "journey" that your prospective customer will go on as they first become aware of and then eventually buy from you.
This information will help you understand what motivates and resonates with your audience, as well as pinpoint gaps or problems in your sales funnel. You can then begin to create videos for your business that serve a specific purpose and produce tangible results such as more enquiries, more sales or longer client retention.
An Overview of the customer journey
Look at any business and you can broadly say that its customers will go through four key stages on the journey from first hearing about it to becoming a loyal brand ambassador who’s keen to tell other people about their purchase.
These phases are:
- Awareness
- Consideration
- Conversion
- Advocacy
I’ll be talking about these stages in more detail below and I'll reveal what type of video content works well for each phase.
Should you use video content during every stage of the customer journey?
Video marketing can be effective at any stage in the customer journey. However, it’s important that you create videos that serve a purpose within your business and resonate with your customers.
The truth is that videos are everywhere, thanks in no small part to the cameras on our smartphones. But so much of the video content out there is average, adding to the noise of social media instead of cutting through it.
A video that’s created for video’s sake, without having something genuine to say to a targeted audience, will do nothing for your business.
For this reason, your video content needs to be supported by a carefully planned video marketing strategy.
The answers to these questions will inform your content requirements:
- What do you need your video content to achieve?
- Where along your ideal customer’s journey could you use video content most effectively?
- What areas of your marketing and customer engagement funnel need improvement and where are the gaps that could potentially be filled by effective online video content?
For example, if you need more ‘cold’ audiences to be aware of your business and what you sell, then your video content would focus on building brand awareness.
But if people are dropping off after visiting your website or making an initial enquiry, you will want video content that reflects their brand awareness but breaks down the barriers to buying instead.
Assess Your Needs
Use our free Marketing Needs Analysis tool to get you thinking about where your business is at right now.
Rate your current marketing levels of engagement and effectiveness at different stages along the customer journey and receive a visual representation to quickly identify the key areas to focus on within an effective video marketing strategy.
To perform a Marketing Needs Analysis for your business, simply click here.
Awareness - Stage one of the customer journey (Brand positioning)
Every journey has to start somewhere. The Awareness stage of the customer journey is when someone hears about your business for the first time.
During this stage, they begin to build up a sense that you may offer a product or service that they need.
This Awareness phase usually starts with some kind of emotional trigger or realisation in the potential customer. It could be that they’re facing a problem or that there’s something that they aspire to in order to enrich their lives in some way.
How should you use video content during the Awareness stage?
Your biggest goal for any videos in this stage is getting eyeballs on them. This will usually mean posting content on the platforms that you know your customers use.
You’ll need to catch your audience’s attention, especially if they’re scrolling down a social media timeline the first time they see your video - think dynamic movement and creating interest rather than static shots and in-depth interviews.
People buy with emotion and then justify their purchase with logic, so Awareness videos are about encouraging people to connect emotionally with your company. You must do this before asking them to buy.
Overview and company culture videos work well here.
Tell the story of your business and why you do what you do. Show potential customers that you have the answers they need and that you understand them. Give an overview of your products and services. This is your chance to introduce your brand.
You should also include a call to action. This could be asking viewers to download a free guide, enter a competition or sign up to a webinar. Again, the action will depend on your overall marketing strategy.
Tracking Awareness-stage videos
Videos aimed at raising brand awareness aren’t always as easy to track as videos used in other stages of the sales pipeline in terms of who watched and later became a customer.
They’re still worth creating though because they initiate that all-important connection and begin positioning your brand in the viewer’s mind as trustworthy and authoritative.
Consideration - Stage two of the customer journey (Social engagement)
During stage two of the customer journey, the buyer knows that they have a need for what you offer.
They start to collect information, weighing up their options and comparing the different choices to decide which product, service or business would best meet their needs.
How could you use video content during the Consideration stage?
The main goals of marketing videos aimed at the Consideration stage are social engagement, education and relationship building.
You want people to come on a journey with your business and strengthen the emotional connection they felt during the Awareness stage. It’s also crucial to build trust and show that you’re a safe bet for anyone making a purchase.
Your videos during this stage should focus on giving people the information they need in order to make a buying decision.
This could mean answering FAQs, creating explainer videos, product demonstrations, service walkthroughs or how-to guides.
Create video content that offers genuine value to your audience, even if they decide it isn’t the right time to make a purchase.
Ideally, viewers should think, “If I get this much value now, imagine how much more I’ll get when I’m a customer”.
You’ll probably want to use your primary social media channels for this stage.
While paid advertising is an option, it’s worth bearing in mind that it can rush people through the customer journey, skipping over that all-important emotional connection. An organic strategy will give you the time to build up trust.
Conversion - Stage three of the customer journey (Purchase)
This is the stage of the journey that, when successful, converts a lead into a paying customer.
But in order to achieve this milestone, you might have to help your potential customers overcome some final barriers that are holding them back from buying.
Do you know what these barriers are for your business?
Are people worried about the price, convenience, time commitment, ease of use, accessibility or level of service, for example?
The biggest challenge for businesses during this stage is recognising the barriers to buying and coming up with rational ways to address these concerns.
Get that right and you should see your sales rocket.
How can you use video content during the Conversion stage?
Client onboarding videos work well during this stage of the customer journey.
These videos are aimed at people who have already made an enquiry. They give further insight into what it’s like to be a customer or what you can expect once you’ve made a purchase.
This might include answering FAQs or showing how you support customers in common scenarios.
Many businesses use video to cover the kind of information that might be included in a sales call or face-to-face consultation.
This can save the sales team significant amounts of time, leap-frogging potential customers from an initial enquiry to the point of purchase.
Client case studies are also effective at this stage because they can cover the tangible outcomes and benefits of using a product or service rather than focusing on the emotional experience offered at the top of the sales funnel.
Tracking Conversion-stage videos
Your audience at this stage will typically have made an enquiry or signed up to your mailing list, meaning your videos might go directly to them via email.
Be sure to track the number of views and watch time. Is there a particular point in a video where the viewers drop off? This could be a sign that you need to adjust the sales conversation.
Advocacy/loyalty – Stage four of the customer journey (Delight & retain)
The moment of purchase is far from the end of the customer journey.
The final stage of Advocacy and Loyalty can continue indefinitely, turning a first-time buyer into a long-term fan of your brand.
Stats show that repeat customers are more profitable for a business than trying to convert new customers all the time. It’s said that average conversion rates for first-time customers sit somewhere between one and three per cent, whereas a repeat customer has a 60-70% chance of converting.
Not only do repeat customers convert more often, but they also spend more per order than a first-time buyer.
For this reason, it’s critical that you don’t let a customer go after their purchase.
You want them to be so pleased with their purchase that they’re happy to buy from you again and they’re happy to tell other people about their experience.
How can you use video content during the Conversion stage?
Try to identify different post-purchase touchpoints – these will depend on your business and what it is that the customer has bought.
You might want to send a personalised video message welcoming the customer to your business and thanking them for their purchase.
This works particularly well for companies that offer online programmes, courses or services because it assures the buyer that they’re in the right place and that you’re interested in them after they’ve parted with their money and not just before.
You could offer a welcome tour, an orientation video, content about what to do next, or videos about related products or services that can ‘level up’ their purchase.
Whatever format you choose, Advocacy-stage videos are all about preventing buyer’s remorse. Think about how you can improve the customer experience, build long-lasting customer relationships and encourage referrals.
Also, if someone remains on your mailing list after buying, think about how you can stay in touch with them. You might want to create videos targeted at past customers too.
The right content at the right time
As we’ve seen above, mapping the customer journey is an essential step towards providing your audiences with the right video content at the right time.
People have different concerns at different stages. Video can be a powerful tool to let your customers know that you’re there by their side, seeing and understanding them at every touchpoint.
Developing a strategy for using video in your marketing mix can be confusing if you haven’t worked extensively with video before.
If you want to make video a profitable part of your business, it’s important that you have a video marketing strategy that extends beyond your normal digital marketing or content marketing strategy and maximises the impact of the videos you get produced.
Don’t know exactly what you need?
Get in touch for some free advice and discover:
- What videos will have the greatest impact on your bottom line
- The best way to have your videos produced, based on your needs and budget
- The video marketing channels that will deliver the greatest reach and engagement for your brand