All the video evangelists are right. Good videos improve inquiry and conversion rates, increase trust, are more likely to be shared, and are favoured by SEO algorithms. Further, it’s predicted 74% of all internet traffic will be video in 2017 so get on board now. And listen, if 26 million people can watch the unboxing of a Barbie Cruise Ship, there’s hope for us all. But if you haven’t figured out how to build Cats Being Scared by Cucumbers into your business model, we should talk about how to guarantee good video content.
A lot of people fail to understand video is just a tool to deliver a message. If you have no message your video is just a man-dog eating peanut butter.
How do you uncover your video’s message?
There are two parts to your video’s message. There is
- Your problem
- Your customer’s problem
It’s a controversial opinion but I believe both are equally important. Most video evangelists will declare you must only think about the customer and their needs/problems. But focusing exclusively on that means you ignore a really important factor for success.
What do you want your customers to do?
If you’re about to produce a video you’re probably trying to address a problem within your business. Here are some common ones I hear from my clients
- My staff answer the same questions over and over
- People spend plenty of time on my website but they don’t convert to sales/enquiries
- My customers choose my competitor even though my offering is better
- Existing customers go elsewhere for things I can easily do
- I’m not getting enough traffic to my site
There are hundreds of others, but these are the main ones I come across. They can all be distilled into one question:
What do you want your customer to do that they’re not doing now?
The answer to this question is the purpose of your video – drive traffic, educate clients, reduce customer service calls, increase trust/brand awareness, etc. This is the reason you’re making the video. We use your video’s purpose to define it’s call to action.
A ‘call to action’: what you want your customer to do after they’ve seen your video.
The other benefit of a call to action? You now have a direct way of measuring your video’s success. Did customer service calls decrease? Did more people pick up the phone? Were those initial enquiries warmer? As with any marketing, it’s good practice to have a way to measure your video’s success.
Your call to action may ask people to visit your website or pick up the phone. But, you may just want to introduce your staff to potential clients to build trust and make your initial conversations warmer. Like Simon and the Propertyology Team did, with great success.
Okay, you know what you’d like your customer to do, now to figure out why they’re not already doing it.
Why aren’t they already doing it?
‘Problems’ around customer behaviour can all be traced back to an actual problem your customer is actually having. For example, your staff waste time answering the same question over and over because your customers keep asking it. Which means there’s a gap between what your customers know and what they need to know. Perhaps your conversion rate is low because customers don’t know or trust you. The list goes on. But the important question here is
What is the gap between what I’d like my customers to do and what they’re actually doing?
This gap is the hole your video is trying to fill. Therefore, this question forms the basis of your video’s content; it is your video’s key message.
A ‘key message’: what you want your customer to know after they’ve seen your video
If you can link all your video’s visual and audio content back to your key message your customer is more likely to absorb your message. Your key message is also a good audit tool to ensure irrelevant/off-topic content doesn’t sneak in. Cull anything that isn’t directly related to the key message. Put it in another video or include it in supporting material.
Political Ads and LolCats
If you don’t hold both your needs and your customer’s needs in mind when you’re making a video, your content will be irrelevant and it’s success difficult to measure.
Fail to consider your own needs and your
- Call to action will be ill-defined
- Success won’t be measurable
- Video may as well be a political ad
Fail to consider your customer’s needs and your
- Content will be irrelevant
- Message will be unclear
- Video may as well just be lolcats because at least they’re funny
If you have a clear idea of what you want your customer to know (your message), and what they should do once they know it (your call to action) you’re guaranteed to produce good video content. If you need a hand to get the ball rolling on great video content get in touch.