Introduction
There’s no better time than this digital era that we are in to generate leads and increase your sales as a business or an organization in the corporate world. Everyone and their dog knows that one of the most effective ways to do this is through marketing videos. Even if you’re living under a rock, you whip out your phone to watch those Tiktok videos daily, yes?
Studies show that seventy-two percent of online consumers ditch reading texts in favor of watching videos. Statistics show about 70% of marketers use videos to reach their consumers while about 82% of them testify that their marketing videos have yielded positive results. Surely, you don’t want your business to be left behind.
While videos are the rave of the business organization world, it’s important to point out that not every organization or marketer gets it. You may not either and that’s why you’re reading this book.
So, you have read about how online users prefer videos to texts. You have tried to replicate this by putting out marketing videos. Yet, at the end of the day, you get the most disappointing engagement and zero to no leads let alone sales. You’re starting to wonder how those organizations with actual results did it. What are you doing wrong and what should be done right?
Worry no more! Whether you’re a marketer or a business owner, you’ll learn five key elements of what every good marketing video should have.
By the time you’re done reading this book, you will be better equipped with the right information and begin to create better quality content.
The 5 Elements
There are 5 elements that every good marketing video has to have. They are goals, storytelling, length, video quality, and a call to action.
Goals
This is the beginning of a good marketing video. These should be highlighted on a piece of paper. What does this video hope to achieve? Is it to generate leads that convert to sales? To create or increase awareness of your brand? To keep or generate new customers? Or is it to inform people of new or a restock of products/services?
What would count as success for this video when you put it out? Is it by the number of views, shares, reposts, and comments? Is it by how many sales come in at the end of the week?
Generally, everything people embark on starts with outlining their goals. This will give you a clear perspective of what your marketing video should be like.
Storytelling
Who doesn’t like story time? Nothing appeals better to consumers like the story behind the scenes. There’s something called emotional appeal in marketing and a good marketer knows how to use this to their advantage.
Have you watched a marketing video and you’re hooked by how they easily identified your pain-points as a customer? For example, paints. Although people need paints to bring the colors to their homes, they complain that it’s not safe to inhale.
Then pops up a paint company marketing video on your timeline highlighting this pain-point and introducing ecofriendly no-VOC paints that are perfectly safe to inhale. You relate to this message and want to buy that product because your pain-point has been solved. That is the power of storytelling.
The Length
Even though videos are taking the cake when it comes to consumer relatability, no consumer wants to sit down and watch a long marketing video. To speak plainly, it’s boring. Even ads on TV screens are only a few seconds.
Have you noticed that these good marketing videos can tell it all between 15 to 30 seconds? Shorter videos usually get a higher community engagement. Good marketing videos mostly keep things short and simple.
Video Quality
No one wants to watch a video that looks like it came straight out of the 60s theater. Good marketers are always deliberate about their video quality. A marketing video with a good backdrop, clear images, and sounds tends to grab the attraction of (potential) customers.
People feed their eyes before they release their money. Consumers want to watch what will stimulate their senses and not something that will irritate their eyes or leave them half-blind.
Call To Action
What is a marketing video without a call to action? In the end, for all you do, you want people to know about your brand and patronize you. A good marketing video tells the viewers what next steps to do. The call to action could end with contact details: it could be their social media handles, email address, website link, phone number, or office address. It can also urge consumers to sign up for a subscription, check out other products or services the brand offers, etc.
Anything that prompts the consumers to take practical steps in Favor of the brand is a call to action. This could be either audible or in the form of texts.
These are the five key elements every good marketing has. There are other lesser points to consider. The platform a business owner uses in promoting their products or services also determines how it will generate leads.
Many marketers swear by Facebook and Instagram and more recently, Tiktok. This is 2021 where everybody and their grandmother are on Tiktok. Either watching content or creating it.
Admittedly, it can be overwhelming and quite stressful when creating a good marketing video. You are inspired and perhaps motivated to replicate what you have read and seen but when the time comes, it’s just so hard for you. When you manage to get it done, it doesn’t turn out like the good marketing videos you’ve been admiring. It doesn’t lead to any sales. Your organization is missiondriven on getting community engagement so, what is the problem?
The underlying factors to this will be brought to the fore as in the next paragraph. Here are some identified painpoints that business owners face when it comes to creating a good marketing video. You might be able to relate to some of them:
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No time
Understandably, as a business person, you work round the clock. You’re too busy with so many business responsibilities that you don’t have the time to sit down and plan let alone start the process for a marketing video. It hurts that you don’t do it but other responsibilities demand your full attention by the hour.
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No energy
When you’re done with other business responsibilities, you’re left exhausted and with zero energy. You log on to Instagram and see other brands popping up awesome marketing videos on their timeline. You wonder how they get the energy to keep up with the demands of a good marketing video.
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Not enough manpower
Organizations also have to deal with not having enough people in their workforce to help with business demands. When you don’t have enough hands-on deck, this could stall or affect the process of creating a good marketing video.
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Inadequate budget
Money is very important in making a good marketing video. Whether you’re going to use humans or avatars or animated animals, you’ll be throwing some cash around. This is another crucial pain point of business owners. Some of them lack adequate funds for creating a video. Even with a budget, other responsibilities could come up, thus diverting funds meant for marketing videos into other projects.
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Vague explanation
Maybe you finally managed to get that marketing video done. However, at the end of the day, very few people understand what you’re talking about. These few who do are probably those in your close circle of family, friends, and acquaintances whom you have had to explain your brand’s message to three times over before they finally got it.
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No solution
Another reason your video may not get enough community engagement or convert leads to sales is that it offers no solution or a vague one. Prospective customers can barely tell what they stand to benefit from it. Your video tells all and tells nothing. It doesn’t take the customer through the necessary steps. Sometimes it does but these steps are just too difficult to comprehend.
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Finding The Right Person
Even with adequate funds in place, finding the right person or persons to help create a good marketing video can be difficult. How do you know if the person you’re hiring will be able to tell your brand’s story as it should be told? Would they be able to bring in creative ideas? Talent can be a hard thing to find.
Conclusion
So much goes into making a good marketing video that will draw in the sales. You may be confused about outlining clear goals or uncertain of how to tell a story that will appeal to your audience. Some business owners send their videos to their inner circle to critique before letting them out to the world. Some members of this inner circle may not want to hurt feelings and so just say what will make them feel good. A discerning business owner may spot this and this may reinforce doubts on whether their marketing video is good enough.
Making a good video is easier said than done. When you’re unsure, it is best to consult with experts that could help you identify your pain points and put you in the right direction. Engaging New Media is a video marketing agency that specializes in helping organizations create memorable marketing videos.
The best part is that they offer a free consultation and are ready to work hand-in-hand with you or your marketing team to produce the best videos that will serve your customers’ needs. You should visit our website to get started.
