Content marketing, with video as with anything, is focused first and foremost on the ideal customer for your brand. All your efforts must be focused on identifying, connecting to, and building a relationship with your ideal customer base. You raise awareness, show your value, and eventually lead them to conversion. Let’s take a look at the blueprint for maximizing your success with content marketing.
Learn about your customers
To effectively market to your audience and customers, you have to understand them. The more you know them, the stronger your strategy can become.
One tried-and-true method for reaching a better understanding of your customers is to create a customer avatar or a persona of your brand’s ideal customer.
Start with the goals of your ideal customer. What do they want to accomplish that your products and services might address? Feel free to think broadly (for example, your ideal customer wants to grow their business), but also get specific (say, your ideal customer is looking for services that align with their own personal values). Understanding the goals that are driving customer behavior will help you shape your content to show how those goals can be attained with your offerings.
With an idea of what your customers want, the next step is figuring out where to reach them. Where will your video content marketing have the most impact? Think about this in the context of where your ideal customer would be. What websites would they frequent? What social pages would they follow? What influencers would they pay attention to? Answering these questions will reveal where you should focus your efforts in terms of social channels, partnerships, and ad placement to reach as many ideal customers as possible.
Next, ask yourself what challenges your ideal consumer faces, and how your products and services can help them. The goal here is to identify ways to compel your ideal customer into engaging with your business. Use your videos to show how your offerings can help them overcome a challenge, and help them to reach their objectives. Depending on your business, this could be as simple as demonstrating how you can keep them in-the-know on critical industry updates or showing how your technology can help them achieve their goals.
To complete your avatar, look at what might get in the way of them committing to your product or service. Here are some questions Wochit used in defining our own customer avatars:
- What roadblocks could hold them up in the conversion funnel?
- Might there be some concern about the implementation of a service?
- Is there any hesitation to purchase a new-to-market product?
These objections have to be addressed in your content marketing, to assuage any concerns that might arise among your customer base.
Run through this process to create multiple avatars – after all, every business has more than a single, narrow ideal audience. In fact, you should aim to do this exercise for each customer segment your company recognizes. Once you understand who you are speaking to, you need to make your content expressly for those core consumers.
Lead consumers through the decision-making process with video
Now that you know who your content is being created for, you need to shape your videos to lead consumers through the decision-making process. Effective content marketing with video can work as a shepherd of sorts, leading your ideal customer down the conversion funnel.
Your content marketing strategy has to start with the Awareness stage. These are videos focused on raising the visibility of your brand among your ideal audience. Importantly, this content is not sales-focused. Instead, these videos should focus on showing off the identity of your brand. What do you stand for? What’s your message? What’s kind of lifestyle do you want to associate your brand with? This piece of content is a great example of something you should put out for customers at the Awareness stage. By the end of an Awareness-generating content piece, your customers are familiar with your brand, but not with your products or services.
Building awareness, at its simplest, makes your brand more well-known among your target audience. But it also begins to build a relationship with them. As they come to know, enjoy, and engage with your content, a sense of familiarity and loyalty begins to build. This is where the next step in your content marketing strategy comes into play.
You now want to move those consumers into the Consideration phase. Content in this phase is focused on showing off what your brand offers and what it can do for your ideal customers. This doesn’t mean direct advertising, instead, it’s using video content to show off your products and services in unique and genuine ways. Strong calls-to-action and other best practices for conversion are key here, as you want this content to drive your ideal customers towards your products and services.
This finally leads customers to the Decision phase, where they commit to purchasing your product or service. If you’re using video in this phase, it needs to go all in on the value of what you’re offering and how it can serve the needs of your ideal customers. Again, this doesn’t mean straight video ads. Rather, focus on content that genuinely displays what’s so great about your product or service, and how it can help your customers achieve a key goal.
Each step of the way, well-crafted videos will engage your ideal customers at that point in the funnel, eventually leading to a purchasing decision. But your video strategy doesn’t end with that purchase. After your ideal customer has become an actual customer, it’s crucial to keep the relationship between customer and brand alive.
Build lasting loyalty with continued video offerings
Even as you leverage video to attract customers and move them down the conversion funnel, remember that video is key to your overall relationship with your customers, not just a sales tool.
Engaging your target audience with video is critical to continue building loyalty and expanding the post-purchase relationship. This could range from fun social content, brand-related lifestyle videos, even sponsored content from partnerships with other businesses. The key is to maintain a consistent brand voice across efforts as you develop and expand the relationship with your customers.
Keeping consumers engaged with your brand post-purchase makes them likelier to come back, turning a one-time purchaser into a loyal customer. The positive experiences they have with your brand and content will transform them into ambassadors of your brand, who share their experience and excitement with their friends, family, and networks.
Remember: knowing your ideal customer is the key to successful video content marketing. Once you’ve identified them, show them what your brand has to offer through powerful, engaging video.