You’ve taken the leap and invested in video for your brand.
But now what?
Have you really thought about how you’re going to make the most of it?
We’re always talking about how great video is for getting your brand out there in front of your fans, but that only works for so long without a strategy.
When it comes to maximising your investment, a more systematic approach is needed.
You need to know how you’re going to deploy your video content so that you can be sure you’re targeting your prospects throughout the various stages of their journey with you.
This means hitting them with different forms of video over time.
The first stage of any prospects journey with you is all about brand awareness. For you, this is where you get your brand in front of people who have perhaps never heard of you before.
The purpose of any material that lands in front of prospects at this point is to educate. Tell people why they need a product or service. The trick here is not to pitch this as a hard sell – you’re simply informing people on something they might not otherwise know anything about. At this point, you want to be perceived as providing value, nothing more than that.
Typically, how-tos and FAQs are what you want to provide people with at this stage.
From your perspective, you’re going to want to think about issues that your prospective customers are searching for solutions to. Being able to put together a video that answers their questions is a great way to attract and engage these people.
Of course, at this point it’s important that you refrain from putting your hands in the air and scream, “CHOOSE US!” Treat this first stage of your sales funnel like a first date: you wouldn’t propose to someone the first time you go for dinner with them. This is no different.
This instantly starts to build a relationship with these potential future clients. You are providing the opportunity for a solution to a pain-point that your prospects have. It is a fantastic way to start building trust at this early stage of your sales funnel, which lays down a solid foundation on which you can start to think about moving that relationship forward to the next stage of the journey.
The added bonus for you here is it attracts people towards your brand as opposed to actively pursuing leads yourself, which could actually cut down on your marketing costs long-term.
Content really is king!