Video Marketing – Know Your Market
At the music industry seminar event that I was covering last week, ignoring the vertical, a common theme to getting on the path to success was doing your research and knowing your market. This would be a hard argument to ignore, and it’s something that applies to the way you use, or should be using, video.
Research should be around your industry and your competitors – what are they doing in the way of online video? Nothing? Something low-rent (and easy for you to match or perhaps better)? A campaign or presence that you aspire to?
Are they making mistakes, like hiding their corporate video beneath many clicks on their website? Getting low views on YouTube? Not showing up well in Google?
Google yourself and your keyword phrases, the ways customers might find you. Who else will they find?
How broad in number and geography is your market? What kind of numbers can you expect to see in your analytics?
For example I know that one of my clients, incidentally a music group, should expect to get a ballpark of 25000 views for their videos on YouTube due to their customer (fan) base. An accountant targeting high net worth individuals may be happy with 250 or even 25, especially if their message and keywording are well targeted to their audience.
In other words, video marketing success is not about ‘going viral’, it is about knowing who you want to reach, and achieving that.
You also need to know the channels where your market hangs out. B2C businesses need to get the video embedded on Facebook. B2B should focus on LinkedIn instead. But there are many channels to look at for video marketing.
Just a word about using your website as the sole repository for your video(s). Firstly, don’t. Secondly, if you do, I personally would think twice about saying “see our website for more details” as your closing words. Your visitor is already there.
Try to put yourself in your customers’ shoes. Know them, and know what you need to say to get them to buy from you, or, at the very least, to keep listening to what you have to say.