How To Get More Customers With Video Marketing

Video marketing is one of the most powerful tools a businesses can use to engage their audience, build trust & ultimately drive more potential customers to their brand.

With moving images dominating social media feeds and driving higher engagement rates, it’s no surprise that brands are turning to video marketing as a cornerstone of their digital strategy.

But how do you ensure your content stands out in a crowded market and actually converts viewers into paying customers?

Set Clear Goals

Before you start creating content it’s crucial to work out what your eventual goals are. Are you aiming to increase brand awareness, drive traffic to your website, educate your audience or promote a new product/service?

Having clarity of what you want to achieve will:
– Enable a targeted approach, allowing you to speak directly to your ideal customer.
– Help define the type of content you need (e.g., explainer videos, product demos, testimonials etc).
– Provide measurable metrics for success (e.g. views, shares, leads generated).

Understand Your Audience & Tailor Your Content

For any marketing campaign to be effective you must have a deep understanding of your target audience. In this instance it’s important to think about the length of your video content based on who you’re aiming at talking to & what channel they’ll be consuming your content on.

This means going beyond basic demographics and getting to the heart of what your viewers care about, their pain points and what type of content is likely to resonate with them.

The mantra used to be that videos needed to run between 30 seconds and 2 minutes in order to not lose a viewers’ attention, but this is no longer necessarily the case. Today people are much more likely to watch an entire three minute piece than they were ten years ago, thanks to factors such as increased internet speeds & higher levels of online activity.

There are several ways you can look into what your target viewers are likely to be interested in:
Market Research – Use surveys, focus groups and social media insights to gather information about your audience’s preferences and behaviours.

Competition Analysis – Look at what type of video content your competitors are producing and how their audience engages with it.

Create Buyer Personas / ICPs (Ideal Customer Profiles) – Develop detailed profiles of your ideal customers, including their interests, challenges and preferred social media platforms.

Ultimately, when you know who your audience is you can plan content that will build a stronger connection.

How Do You Want To Distribute Your Content?

Different social media channels have different video length specs, which means that you should decide what platforms you want to use when planning your script outlines.

In order to get as much potential out of a piece of content as possible you need to be thinking about, and planning for, how it will be consumed across different channels.

In a recent client project that was used across Instagram, Facebook, X (formally Twitter) & TikTok we wrote the script and structured the content so it could be cut down and adapted for each individual channel to make sure the content reached as far as possible.

Trying to do this ‘after the fact’ or attempting to shoe-horn content into different formats after its been finished can be a stumbling block.

Ensure Each Video in Your Marketing Strategy Has a Clear Purpose

It might be tempting just to throw together any old video and publish it online as soon as possible, but this approach isn’t always going to work out well.

You need your audience not only watching the film but also taking away something from their viewing. If something looks haphazard or rushed that will not create a positive feeling for the viewer or give them the sense that they are seeing something of value.

Consider Your Audience for Maximum Impact

It’s about publishing content which serves a purpose and has your audience in mind. So what does this mean? It means making sure you have a crystal clear idea of who your target demographic is before planning your content.

This will allow you to focus on the most relevant topics or messages for the needs and interests of your audience so that they will be more likely to take heed of whatever call-to-action might follow at the end of the video (e.g filling out a contact form, giving you a call etc).

The second part of this approach – beyond having relevant content that ‘serves a purpose’ – involves structuring your video to be as easy to follow and understand as possible.

Considering how to best showcase your message in terms of length, visuals, structure, subject matter etc will make it easier for anyone viewing the video to ‘pick up’ what it’s about.

Track Performance & Refine Your Strategy

To get the most out of your marketing efforts, you need to track key performance metrics & be ready to adjust your strategy based on what you learn. Analysing view counts, engagement rates, retention rates and conversions will help you to see which videos drive your desired actions from a viewer.

If a piece of content isn’t performing as expected, look at the data to identify areas for improvement. Maybe the video needs a stronger hook, or perhaps the call-to-action wasn’t clear enough. The goal is to use available data insights to refine your content and strategy, making each new video more effective than the last.

One More Strategy Tip…

Prepare a content calendar outlining what videos you’ll publish over time – e.g product videos, tutorials, testimonials, client focus etc – with scheduled topics and deadlines which can then be used in conjunction with other marketing campaigns & themes such as email outreach or social media posts

Fettle Digital supports brands all over the UK

Fettle Digital can help companies across the UK to increase their brand awareness, and drive conversions from their audience.

When you’re ready to take your video content to the next level, Fettle Digital is here to help.

Fill out our contact form here, or drop us an e-mail at hello@fettledigital.co.uk