It’s no surprise that 77% of B2B purchases are made after prior research has been conducted on a company. As a brand, it’s essential to ensure your business leaves no room for error. In other words, you want to convey the value of your company to your audience clearly. In our previous blog, we outlined ways videos amplify your marketing strategy and it’s evident how important videos are to increasing the ROI and sales of your company.
To provide a comprehensive view of the best practices for marketing your business, it’s vital to know what should be avoided as well. According to Hubspot, 39% of marketers say they frequently run out of time to create quality video content, while 33% said they face problems when creating effective video strategies. % of marketers feel that video has a direct, positive impact on sales. Impressive, right?
It’s no surprise that many brands are using video in their marketing efforts. To stand out in the crowd, you need video marketing to seamlessly tell your brand story, generate leads, and boost your digital strategy.
Your Video Marketing Guide—3 Things To Avoid In Your Digital Marketing Strategy
Neglecting Your Target Audience
Your target audience is the group of consumers your product or service aims to reach. Have you ever watched a commercial and thought, “who was this intended for?”
When you’re planning your video marketing strategy and identifying your goals , define your target audience clearly. Consider what you want your audience to take from your strategy instead of what you want to portray. We understand—it’s easy to get ahead of yourself thinking about the exciting things you plan on providing your audience with. However, your wants and needs may go contrary to those of your audience. For example, imagine Electronic Express creating a Christmas ad filled with food and cookies. We’re sure that would be a fun ad. However, Electronic Express would be producing content that’s contrary to the needs and desires of their target audience: people who’d be interested in an ad based on technology. You don’t want your customers to be confused, right?
Do you think consumers mindlessly buy products without first looking for some sort of connection? 80% of consumers are more likely to give their money to businesses that offer more personalized, custom marketing content. This is a great opportunity to get personal with your target audience and show how considerate you are of their needs.
Compare this process to gift giving. When you purchase the present you think of the receiver and how you’d want them to feel and react to your present—you don’t think about yourself and your own wants in the process. In the same sense, your target audience should be placed at the forefront of your digital marketing strategy.
Not Having A Clear Message
In order to know what to do, you have to know what your audience wants. Boosting your digital marketing strategy is centered around identifying a clear, compelling message to share through your video marketing tactics. The message behind your strategy is crucial in highlighting the voice of your company. Not having a clear message doesn’t give your brand room to effectively communicate the value behind your strategy.
With 59% of consumers wanting to buy from brands they trust, the message embedded in video marketing and behind your digital marketing campaign sets you apart—leaving room to connect with your audience. A clear message doesn’t only show the uniqueness of your company, but highlights your creativity and communicates your company’s resolution to fulfilling the needs of the consumer. As a company, your message should strategically elaborate why customers should buy from you and the value your business provides.
Forgetting A Call To Action
The best way to tie your digital marketing strategy together is to move your audience to action in your video. all to actions (CTAs) links and buttons are ways to encourage those engaging with your content to take further steps to engage with your company. Your company should utilize more direct and personalized CTAs, as personalized CTAs are proven to convert 42% more visitors than un-personalized ones.
A great way to design a CTA is to consider the steps you want your target audience to make that will turn them from prospective leads into active, engaging, loyal customers. When designing a CTA, there are things you want to keep in mind:
- Be straightforward: Use direct statements that eliminate confusion and tell your audience the exact next steps they should take.
- Think outside the box: Think of exciting ways to ask your customers to take action. A good idea may be to look at CTAs from other companies and see how yours can be different and more compelling.
- Ensure it’s visible: When using a CTA, ensure it can be easily seen and identified, ideally at the beginning and end of your video.
No Hesitation, It’s Time For Action
Here at StagePost, we set you up for success. Our tried-and-true tips—placing the needs of your target audience first, having a clear message, and utilizing personalized CTAs—are here to help boost your video marketing efforts. With perfectly customized videos, your brand’s digital marketing strategy is more effective for you AND your audience. Now that you have the do’s and don’ts for video marketing in your digital strategy, our studio crew can help you reach your video marketing goals today. Give us a call today to get started!