Marketing Video is not the first thing you are considering as you reopen your business. We know that. However, it should not be an afterthought. Long before the COVID-19 crisis, the video had established its importance as an integral part of your marketing plan. Now, as Florida slowly comes back to life after the coronavirus quarantine, Bullhorn Media urges you to review, refresh, reshape, and update your marketing video.
Marketing Video is More Important than Ever: Here’s Why
Reopening After COVID-19 Requires Business Changes: You Might Need a New Look in Your Marketing Video.
Thus, we feel it is appropriate to give you tips that will help add video persuasion with pizazz. Two reasons why video is more important than ever to your business:
1. With the coronavirus quarantines, people who had never before been online are suddenly very computer savvy. Are they your potential customers? Are they loyal clients who need to know your new safe, secure anti-viral delivery techniques?
2. Video advertising has never been more important. Depending on the type of business you operate, you might need to present more enticement than ever to lure consumers out of their new homebody status and online on-line shopping comfort zone.
Latest V.I.P. (Very Important Production) Reasons for Creating a Marketing Video
On the one hand, as you re-open for business, you might need to let shoppers know–or perhaps remember– how much satisfaction there is in shopping in person instead of online. On the other hand, you might need to advertise new online or delivery options. We know many businesses have tailored new policies to present customers with their newest Post-Coronavirus options.
Think With Google posted recently, “Many brands are no strangers to crisis management, but the global scale and continued uncertainty around COVID-19 is a first for us all. Whatever crisis response guidebooks that may have existed weeks ago now seem to be from another era…”
And they added, “Even the most nimble advertisers — accustomed to evolving their strategies and adapting ad creatives in real-time — are asking, “How do we meet this unprecedented moment?” To help answer that question, and many more, Bullhorn Media takes you back-to-basics on planning a marketing video.
A Note from Our Family Business to Yours
Refresh Your Marketing Video To Reflect Your Consumer’s Changes and Needs.
By the way, Bullhorn Media has never hung up our cameras or turned off our phones, even in this uncertain time. Now, we are seeing that large and small businesses have been re-discovering how important video is in this time of re-starting the economy.
In this article, Bullhorn-media brings you our fabulous four preliminary tips for planning your marketing video. We sincerely hope they are helpful to you as you begin to re-open your business, post COVID-19 quarantine. You might have seen these marketing tips in some other context previously. Whether you are viewing them or reviewing them, these for fabulous tips are hereby placed in a pocket-sized package to help you create your marketing video.
Number One of our Marketing Video Tips: Make a Plan, Man!
You must have a strategy. Without a plan, you could end up with miles of footage and no direction. From your plan, you can devise a script.
In order to make that plan, target your market. “First identify what your audience is. It makes sense to create a buyer persona, which is a tool that helps you narrow down the prospects to which you want to market your product or service.”
You probably already know this axiom of marketing. But we are reviewing it, just to give you a starting place when you look at that blank screen on your word processor. We reaffirm that it is only after you know this, can you personalize the content of your video for the right people. “By knowing who your audience is and what they want to see, you can better target your videos and marketing efforts.”
2. Refresh Your Marketing Video With Other Content from Previous Formats
The Key to Reopening is a Solid Marketing Video.
When you are facing the creation of an original marketing video, creating a plan does not necessarily mean you have to start from scratch. Do you remember that great blog you wrote? Change that content into a marketing video script. Did you make a great speech in a recent marketing Zoom meeting? Could that be the basis of your script? Even that wonderful email you sent last week might find new life as a voice-over in your video production script.
3. Making Silent Movies: A New Aspect of Video Marketing
However, you might not know about the magic of our second marketing video tip: Utilize close captioning. This is extremely easy to plan and yet quite often ignored. You see, if you show the text of what is being spoken in the video, your audience will catch the words and your topic, even if they watch it on their phone with the sound turned off.
Likewise, we believe the consumer will read a bit of the text, watching your video on social media. Then, because they can see the words as well as the images, they will click and watch the entire video with the sound turned on.
4. Meet the Most Vital Part of Your Video: The Introduction
The first 3 seconds of your marketing video will make or break it. It’s that simple. On the Internet, there are skip-ad options to foil. There are cute animals calling for the viewers’ attention. Experts believe that the introduction is the most critical part of your marketing video. 65% of the people who stay with you for 3 seconds, will watch your video for at least 10 more seconds. So, by doing the math, we suddenly realize we only have 3 seconds to capture the consumer’s mind, heart and hopefully in a few more seconds you can also capture his a bit of his wallet. You could begin with a question you know they want to ask. Promise to answer it “by the end of the video.”
Likewise, you could also put the pain point upfront with a startling statement. Think about it. What is the pain or problem your consumers are feeling? Again, promise you have the solution—and you will share it at the end of the video.
Terrific Take-Aways
Building Trust Confidence With Clients and Fellow Workers
It has never been more important to connect with your potential consumers, your community as it is now. Making that connection, engaging that audience is the most critical part of your mission in marketing. Remember, and we summarize an old axiom: people might forget what you say. People might forget what you do. But they will never, ever forget how you make them feel.
Your marketing video can begin to establish your consumer’s feelings of trust and confidence, initiate brand loyalty, and a beautiful friendship. We will tell you more about how in our next blog.
And if you do not pay attention to the marketing video as a critical part of your re-opening plan, please be aware that your competition will.