Your first step is to determine the function of your video. In other words, what is your goal? Consider these common goals:
Grow your mailing list.
The idea here is to offer really good content that impresses your viewers, and then direct viewers to your lead page to get even more good information.
If you want to make this strategy even more effective, then create a multi-part video series. You offer “Part 1” on your blog, social media pages and other platforms. You then end the video with a call to action telling viewers to follow a link to get “Part 2” of the video. This link will end up on your lead page, where viewers will get Part 2 in exchange for an email address.
The key to this strategy is to make sure Part 1 is really impressive, which will naturally make people want to get Part 2.
In addition, you should build anticipation and even curiosity at the end of Part 1. This works particularly well if you leave people hanging at the end of Part 1 – that is, the video is useful, yet incomplete.
For example, Part 1 might be a video showing people how to set up a WordPress blog, and then Part 2 shows people how to monetize this blog.
Sell an offer directly.
In most cases, this is a video sales letter that you post on your sales page (usually alongside some text-based sales copy). The video’s sales letter will have all the elements of any other direct-response sales piece, including:
- An attention-getting, benefit driven opener.
- An introduction that engages and empathizes, such as letting people know you understand the pain of their problem.
- Introducing the offer as the solution to ending this pain and getting rid of this problem.
- A list of the top benefits of the product, along with how this product is different (and better) than similar products.
- Proof that the product works (testimonials, case studies, screenshots, etc.).
- Objection handling.
- Risk reversal (guarantee).
- Price justification.
- Call to action.
Next…
Presell an offer.
The idea here is warm an audience up before you send them to a sales page. This might be your own product or an affiliate offer. This video is generally short (three minutes or less), and it focuses on the benefits of the offer.
Introduce yourself and your business to new visitors.
This is an explainer video, which typically appears on the home page of your website. It’s aimed at new visitors, and gives these prospects an idea of what your business can do for them. In other words, you’re not promoting an individual product here. Rather, you’re introducing your business as a whole.
Build your brand / establish your expertise.
Another way you can utilize video marketing is to build your brand and/or establish yourself as an expert in the niche. Mainly, you do this by providing high-quality how-to information, tips and other solutions.
Ideally, you should provide new tips or present information in a novel way. This sets you apart, and keeps your viewers coming back for me.
TIP: If you want to establish yourself as an expert, then blanket your niche with content. This includes blanketing your niche with videos, by distributing them on your blog, other people’s blogs, social media platforms, video distribution sites and more. If prospects keep running into your name and videos every time they have a problem, they’ll start to see you as the niche expert.
Next…
Develop good relationships with your audience.
People do business with those they know, like, and trust. Your prospects and customers need to be exposed to you regularly over time in order for them to know, like and trust you. You can use videos for this exposure, such as by putting up a useful video series on your blog.
Satisfy customers and solve a problem.
If your video is a paid product, such as a video course you’re selling on Udemy.com, then the primary goal of your video should be to solve a specific problem and create satisfied customers. You’ll want to be sure to encourage viewers to take action on the information you’ve provided in the video. People who take action will get good results, which in turn leads to higher customer satisfaction, repeat purchases, and referrals.
Get viewers to take some other action.
You can use videos in many different ways, including encouraging people to:
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- Join a contest.
- Register for a webinar.
- Call for a free quote.
- Share your video.
Take note that your videos don’t need to be aimed solely at prospects and customers. You can also use videos to communicate with marketing partners. For example, you can use videos to announce an affiliate contest and encourage affiliates to start promoting.
Note that you should only have ONE primary goal. If you choose too many functions, your video is likely to be unfocused (and it won’t achieve any of your goals). Thus, you should choose one primary goal around which you create your video – and if your video helps you achieve secondary goals, that’s just icing on the cake.
Keep Reading: How To Determine The Format
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