We've all been hearing it for years. Video is the wave of the future. If you're not creating video you are being left behind. While those statements are true, so is the adage 'quality over quantity'.
But what is quality? It doesn't mean you have to spend thousands of dollars on a flashy marketing video.
You need to provide quality content to your audience and deliver it in a way that keeps them entertained.
Here are some of the main reasons I see videos fail.
Lack of purpose
Posting on the wrong platform
Targeting the wrong audience or no audience
Too much self promotion
Bad video and/or sound quality
How do you create effective videos? First ask yourself 'why does the person watching care?'. If the answer is "they need to hear about my sale", try again. That's like saying people want to watch an infomercial. Who does that?! No one.
If you are trying to promote a sale, find a way to enhance the viewer's life through your content. Here are a few examples.
PROMOTION: End of Summer Sale
CONTENT: Show your viewers how to easily transition their wardrobe to fall using wardrobe staples. Some of the items, can be sale items but it's not the focus. You are helping them envision your items in their existing wardrobe. This not only avoids the hard sell, it shows your expertise and desire to help them even if they don't buy your products. Hit them with the details of the sale at the end of the video and voila! You've got engaging content.
BUSINESS: Auto Repair
PROMOTION: Routine maintenance special
CONTENT: Show the viewers what they need in their car in case of an emergency. Have fun and get creative! It could be a blanket to cover the hot road if you need to change a tire in the summer, that can also keep you warm in the event of a breakdown in the winter. Trail mix in case you are stuck for hours and need a snack. A cell phone charger to call for help. Following the same rules for the boutique, hit them up at the end for the routine maintenance special and watch them pour through the door.
These are just a few examples, the options are endless. The idea is to get the viewer to be your friend first.
The more they value the relationship, the more they will remember you and come to you when they need your services.
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