Heroes VS Predators – How Video Marketing Actually Works

Though some organization manage to spark some conversations and garner new followers on social media, true video marketing success still eludes most. To make matters worse, measuring or projecting the ROI of video campaigns with accuracy is quasi-impossible.

For those who feel defeated for not being able to crack the code as of yet; do not worry – chances are your competitors haven’t figured it out either, so it’s still anyone’s game at this point.

Have we all been wrong about video? Well Yes and No. Video marketing does work but not the way most marketers or sales leaders think.

Here are 3 commandments that, if applied correctly will open the gates to groundbreaking results. Marketing folks could sit comfortably closer to the boss in those Monday morning meetings and the sales staff can finally walk the hallways with their heads high.

1st Commandment – thou shall be Solving not Selling

The way video marketing works today is quite simple. It’s about building an audience and establishing a long-term relationship with your followers. The right individuals will become loyal to your brand over time as a result of the value they find in consuming your content. The ultimate goal is to build trust by keeping decision makers informed and engaged.

Avoid the hunter mentality when creating marketing videos. Whether male or female, young or old; staff or upper management, no one likes to feel like a pray. Getting too salesy with videos may quickly become off-putting.

Focus instead on Informing and solving real issues or presenting potential solutions to well-known challenges plaguing your target audience.

Don’t be a predator; be their hero instead

For every video asset published, ask yourself – what problem am I solving? What value am I bringing? Common sense always prevails

2nd Commandment – thou shall become media companies

Let’s call the it the broadcast TV blueprint.

Broadcast TV has dominated media for nearly a century now and is still going strong despite the emergence of the internet and all the streaming options that comes with it. How do they do it? Networks such as ABC or CBS for example offer:

  • News
  • Documentaries
  • Sports
  • Education
  • Comedy
  • Drama
  • Politic

Broadcast TV figured out a long time ago how to leverage the power of media with a variety of programs created to keep audiences of all age groups and social background glued to their seats all day long. There’s an amalgam of content that caters to virtually every human psychological or emotional need.

Companies in search of a competitive edge by way of video marketing must adopt the same philosophy. Find a way to connect with your audience on many levels based on their roles and needs.

From a practical perspective, the secret lies in creating a variety of material that cover 4 major corners

  • Education
  • Information or News
  • Human or Personal interests
  • Solutions or ideas

Provide video content that educates, share insight around latest industry news or imminent changes. Find ways to touch on personal interests. A little humor here and there goes a long way. These are just a few examples.

Ask yourself – if my video strategy was a TV network, would anyone be watching right now? Better yet, would you be watching? Think about it.

3rd commandment – thou shall persevere

There is no such thing as overnight success when it comes to video marketing. The era of miracle ad campaigns is long. Even going viral no longer guarantees sales. All sugarcoating aside, digital marketing in general a grind. In order to experience the positive effects of smart video marketing, you must plan for the long haul.

Unfortunately, many organizations get caught in the whirlwind of “keeping up with the newest trends” and fail to engineer a sustainable video strategy.

Allow the proper amount to time for your video efforts to produce tangible results. Stay consistent and while you patiently await the glory days, keep perfecting your core message, and visual methods.

In conclusion

B2B marketer and business leaders tend to ignore the human aspect of sales. It’s people like you or everyone you know and respect that make buying decisions – not companies.

Winning with video comes down to your ability to deliver a variety of content that connects with an audience around topics that matter most to them. By focusing on specific needs or struggles, you’ll build trust and loyalty which, subsequently will equate to revenue growth.

When you do find the magic formula, allow enough time for things to take shape and your vision to materialize. Be patient, keep on improving your methods and stay consistent.

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