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Being on video, watching video, and doing video content marketing are the norm in today’s business. A recent survey found that 76% of consumers watched videos before purchasing a product. Social media influencers promote products through video-based storytelling. Log in daily to video conferences with prospects and customers.
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Since the launch of YouTube in 2005, the prevalence, production value and consumption of video has grown. Then, in 2020, video marketing took a giant leap forward with the pandemic-induced use of video conferencing, podcasts (with video), and live streams.
Today, YouTube is the most used social platform for research purposes among business-to-business decision makers, with 50.9% of users. And over 300 million people join his Zoom meetings every day.
Reluctant people say video conferencing “isn’t going away.” But strategic leaders say, “Video is the way we do business today.”
In today’s business world, all videos are video content marketing. Zoom is not a video call. Whether it’s a live stream or a short YouTube video, your video should follow a few rules.
1. positioning.
Some marketers consider the word brand It becomes a four-letter idiom. According to them, the job of a marketer or business his leader is to: position A company or product on the market.
Your brand becomes how your customers define it, and hopefully they will define it based on your hard work.
A good marketer considers this positioning task to be the first and most important activity. They are learning to get used to discomfort. Good positioning is uncomfortably narrow.
It’s a narrowly defined single target buyer. Live and recorded videos are better when you know who you’re making them for and what their motivations are.
2. Differentiation.
Your difference is getting people’s attention. Not for different reasons, but for viable propositions that appeal to the ideal buyer.
It’s a noisy, messy and chaotic market. Wanting to be a brand means you can charge a premium. Without a difference from your competitors, you are a commodity and you can only compete on price.
Differentiation should be relevant and clearly articulated across all video channels, especially video conferencing. The first step is to move the responsibility of video conferencing from operations to marketing. The next step, especially for a hybrid workforce, is to ensure that everyone appearing in the video is well trained and their presence represents the brand’s values.
3. distribution.
Where you post your videos is determined by your positioning and differentiation, not by trends or fashion. As one fishing guide said, “If there are no fish under the boat, you are not fishing.”Or as Maverick first told Goose top gun“Target rich environment.”
Distribution includes everything from social media platforms (LinkedIn, TikTok) to video distributors (YouTube, Vimeo) to live stream platforms.to answer what When how video content strategy
All videos should do one thing, regardless of platform. It’s about driving interested users to her website. There they will learn more about you and start falling in love with you.
Distribution is not a harmless decision. It says a lot about who you are and the people you are trying to reach.
Four. story
Stories engage prospects and bring customers closer. A well-told story draws the right people into a deeper and more meaningful conversation.
The right story you want to tell elevates your customers into heroes. Capture positioning and differentiation. How you tell your story (written, audio, visual) depends on the platform you choose and the audience you want to reach.
Tiktok is both a video genre and a distribution platform. Viewers consume videos through spontaneous scrolling. The way you tell your story on TikTok may not work on LinkedIn.
Additionally, video conferencing, podcasts, and live stream production tell your brand story. The way you appear in the video tells a story. But is it the right story? The presence of video conferencing and podcasts should set the tone and tone for future engagements.
Five. surprise
A better video is an act of kindness. Do whatever you can to increase your presence across the lens.
We all spend enough time in front of the camera. People are surprised when they appear on camera with a presence that exceeds their expectations. Surprise is one element of what makes him unforgettable.
People check out when you’re not around. People respond when you are present. Presence is what you say before you say a word.
Your presence should convey confidence, power and reliability. This will surprise some people. Combined with confidence, it increases persuasiveness.
Conclusion.
Video content is a key component of any digital content marketing strategy. Whether it’s a conference, podcast, eLearning, or social media, all videos deserve careful consideration and attention.
Video is a powerful and persuasive medium. These five rules provide the framework you need to evaluate what you’ve already created and what you plan to create.
Tell yourself, “Video is the way business is done today.” Please go and do it.
author: Patrick McGowan, MBA, consults, trains, and coaches business executives and teams to capture greater power, presence, and credibility on camera in video-first markets. He is the author of Across the Lens: How Your Zoom Presence Will Make or Break Your Success. Visit www.punchn.io.
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