Defining your target market is the first step is crafting a successful campaign. Marketing to everyone is like marketing to no one. A truly effective video production speaks to the “the one” – your perfect customer. Knowing who your perfect customer is makes it much easier to craft a message that will appeal to them and it reassures them you understand their needs. Demonstrating empathy with your audience builds trust and trust is the first step on the path to customer loyalty.
The key to defining a great message is specificity. It’s critical that your video describe exactly what problem your product or service will solve and what form the solution you offer will take? In other words you must be able to clearly define your unique selling proposition (USP). Getting this right is what determines whether your prospects will respond to your ad or not. Specificity=Success. So often advertisers resort to the use of vague platitudes such as “Quality Service”, “Professional Staff”, “We Go The Extra Mile” or “We Treat You Like Family”. These kind of over used phrases make your business invisible. If your slogan or tag line is something others can say drop it or change it now.
As we all know video is a big drawing card on websites as well channels like YouTube, Vimeo, and Dailymotion. Social media sites such as Facebook and LinkedIn are also great places to get your new video seen. Then there are digital display networks like the ones in airports, hotels and shopping centres. And direct mail DVDs campaigns are enjoying substantially higher open rates that regular email. Versioning your video to suit the demands of these marketing channels will ensure your message actually cut through all the noise out there.
You can’t control what you can’t measure. Knowing how many people watched your new video production, where and for how long will help you improve your video marketing efforts. Successful business owners know that metrics are a must. Google Analytics (which is free by the way) makes this very easy to do. Armed with this kind of instantaneous feedback you can fine tune your video marketing efforts in a way that is sure to improve your ROI.
Moss Media Solutions is the only Halifax based company that offers in-house video production and video marketing combined with data driven, results based, marketing campaign design and tracking.
Put the power of laser targeted video production to work for your business.
Give us call today at 902.429.8000. We’d be happy to hear from you.