Taking into consideration the time, money and resources involved, video marketing cannot become an impulsive guessing game.
Instead, you must create a comprehensive video marketing plan that is applicable to all aspects of your offering.
This implies thinking in the context of inbound methodology.
The Inbound Methodology
The Inbound Methodology is the marketing and sales objective focused on attracting customers, through content interactions that are relevant and useful. Every video you create should recognize the challenges of your audience and provide a solution.
Attracting or transforming strangers into visitors is the first step of the inbound method.
In this phase, users recognize their challenges and decide whether they should explore a solution or not.
Therefore, the videos you create should be empathic to the user’s problems and include a probable solution with your product or service.
Therefore, the purpose of this type of video is to increase reach and build trust.
Convert (Marketing + Sales)
You already achieved your goal, which was to attract video viewers and website visitors, the following is to make these visitors become potential customers.
These videos can incorporate a webinar full of tactical advice or product demonstrations sent by email.
An attraction video could provide a quick recommendation to achieve a sales pitch. On the contrary, a conversion video could be an animated explanatory video that helps lead people to potential sales.
With videos you have attracted new followers and transformed some of those visitors into potential customers. Now is the time to close these potential customers.
However, despite the importance of this stage, sellers tend not to put enough importance into “closing” videos.
At this point in the process, the consumer balances their options in regards to making a purchase. The purpose of this video is to make your audience visualize themselves using your product or service.
There is a reason why 4 times more customers prefer to watch a video about a product than read about it.
Videos show the functionality and highlight the emotions in a way that a product description could never do.
Amazing closing videos contain testimonials, product demonstrations or personalized videos which explain how your product could help them.
During the delight stage you should continue providing outstanding content to your followers which takes their interaction with your service or product into something extraordinary.
They also have the expectation that their experiences could be told.
The purpose of this type of video is to encourage users to become raving fans.
Consider sending users a thank you video to welcome them to the community.