Innovate Media - Sunshine Coast Video Production & Video Marketing Agency 39 Google reviews Shannon Lemanski10 October 2024Trustindex verifies that the original source of the review is Google. I was a small business owner that had been trading less than 12-months when I was introduced to Ben at a Caloundra Chamber of Commerce event at Innovate Media. My company specialises in water-from-air technology and as the tech is reasonably new, the first question we always get is “how does it work?” Unfortunately, regardless of how we explained it or what props we used; a lot of our customers just couldn’t visualise how the technology worked. We quickly realised this was one of the biggest bottle necks to conversions, and we needed a reliable way to convey this information to potential customers. Although we’d tried PowerPoint and other online animation tools, nothing was resonating with our audience. That’s how we knew we needed a video – but had no idea of how to make one. Ben and the Innovate team made that video for us – and although we’d heard they were good, the end product was better than we ever could have imagined! After a quick session and having sent over just a few assets, Ben and the team delivered us a first cut that included animation, voice over and awesome stock footage. We reviewed that version, provided some guidance and the final product was delivered to a high standard perfect for our market channels. Now we have an awesome asset for our website, socials and trade shows, that easily demonstrate our customers what the tech is and how it works! Love what the Innovate team do – will be commissioning another project through them soon! Michael Molloy15 August 2024Trustindex verifies that the original source of the review is Google. At dtb! Advertising we have partnered with Ben and the team at Innovate Media on several videography projects, with their attention to detail, expertise, care and support, consistently delivering outstanding results for our clients across Queensland. Clint Wright14 August 2024Trustindex verifies that the original source of the review is Google. We recently collaborated with Ben and the team at Innovate Media on a large project for a medical client involving a range of elearning content and marketing videos. We had worked with them previously and knew they would be the right team for a project that had MANY moving parts. From end-to-end the team was A-1. Planning, scripting, client management, shoot planning, talent, the shoot and edit were seamless. The final videos nailed the brief and are now being used to train medical teams nationwide. Thanks Ben, you're the best and we look forward to working with you again. Clint Eve McIntyre30 April 2024Trustindex verifies that the original source of the review is Google. Fabulous service, very happy! DYFA Plumbing and Electrical24 October 2023Trustindex verifies that the original source of the review is Google. We had Innovate help us with some reels for our social media. Helped us all the way through the process with initial strategy calls, establishing and assisting with content through to the actual filming. Where as plumbers and electricians we needed a lot of help and guidance for the filming! This was greatly appreciated and the production of the reels turned them into professional footage. Thank you to Ben and the team and we are looking forward to getting these out on to all our platforms and producing interest and leads to our company. Gus Olsen9 October 2023Trustindex verifies that the original source of the review is Google. Great Team of people to work with always go the extra mile to deliver quality work and always on time. 👌🏻 Jamie Hallen3 October 2023Trustindex verifies that the original source of the review is Google. We recently used Innovate Media to record a one day health care conference, and engaged their post production services also. We had an excellent experience. They were organised, professional, prompt to respond to queries and the final videos exceeded our expectations. Thanks Ben, Matesse, Liam and team! We are most grateful for your expert assistance. Brad John11 September 2023Trustindex verifies that the original source of the review is Google. Innovate Media's work is outstanding! I would have to say that Ben's work finds a way of capturing the essence and soul of what you want to put out into the world. One of my core values in my business is authenticity and so I thought I would include an 'in the moment' response to my own branding video being finalised. See below; "I know your email said there is no need to reply after approving it. But I just wanted to express how in awe I am of your work, and it means alot. Very grateful and happy about what you have created to represent my practice. This experience has been really amazing. Thanks so much". Jayden Barry11 September 2023Trustindex verifies that the original source of the review is Google. Ben and Matesse were great to work with. They created a video perfectly suited to our scope and delivered promptly. Highly recommend Samantha Price7 September 2023Trustindex verifies that the original source of the review is Google. The Innovate Media Team are fantastic! I am so happy with the results from the Reel Package we just completed. Ben was a great coach though our the whole process and the team were super efficient in editing. I look forward to the next time we work with Innovate.
What is the number one trait for good video marketers? That’s what we’ll find out in this article.
After 12 years running my video production company, more than 7 years as a video marketer and now having worked with and trained over 100 other video marketers in my Online Video Strategy Blueprint Course, I believe there is one key trait that every good video marketer needs to be successful. The good news is that it comes naturally to some. The even better news – it’s a skill that can 100% be taught and practised.
So, what is the number one trait? Well, I believe it’s… Empathy.
Empathy. Yep – the ability to understand how someone else feels.
In video marketing, the goal is to create and use video content in a way that moves someone to take a desired action. In order to move someone, they need to care enough about the benefit that taking that action will have in their lives. It’s our role, as video marketers to work to understand that desire, and use it to our advantage.
When a video marketer develops real empathy for their target audience, the strategic action to take becomes clear.
The key to empathy is remembering that it’s not about how you would feel in the other person’s shoes, but how the other person feels in their shoes. To put yourself in someone else’s shoes is to consider the other person’s perspective.
This is what psychologists call cognitive empathy or actively thinking about how your target audience feels or thinks in any particular situation.
There are often two other types of empathy that psychologists refer to as well.
Emotional Empathy is when you quite literally feel the other person’s emotions alongside them, so it is much more subconscious. Then there’s Compassionate Empathy which is about feeling and recognising someone’s pain and then taking action to help.
But in marketing… it’s the skill of Cognitive Empathy that is an undeniable secret weapon.
So, how can you practise cognitive empathy in your work and develop video marketing strategies with empathy at the core?
Well, let me share with you three of the best approaches I usually take.
#1 Develop detailed customer personas or avatars.
Design a crystal clear profile of who it is that you’re trying to reach through your video marketing. Their demographics (who are they), psychographics (what’s going on in their head), and a behaviour profile (where do they go and what do they do online). I went into more detail into this process in a previous blog – you can check that out by clicking the link here – How to Find Your Target Audience for Video Marketing
#2 Develop an Empathy Map
Next, I like to take this avatar process one step further and work with my clients to develop an empathy map for their avatar with respect to the product or service that we are marketing.
An empathy map is typically divided into four quadrants with the customer in the centre. We then label each quadrant into the following:
- What a customer Says,
- What a customer Thinks,
- What a customer Does and,
- What a customer Feels.
Then, it’s time to map out what we know about the ideal customer in each of these quadrants. For example, for a weight loss recipe book product, in the ‘What a customer says’ quadrant we include specific words that we know our customers say about weight loss and cooking such as;
- “I’m too busy to cook from scratch” or
- “My family won’t eat that type of food” or
- “I’ve always cooked food in this way”
Next we move to the THINKS quadrant, and might include things like;
- “I’m never going to be a size 10 again” or,
- “It’s not fair that she can eat whatever she likes” or
- “I want my kids to grow up healthier than me”
And we carry on with the mapping exercise including statements about what a customer DOES and what a customer FEELS to really round out the full empathy map.
I strongly encourage you to give this exercise a try for your own business and see what valuable insights are uncovered for your marketing.
#3 Listen
My final tip for empathic video marketing is to remember that you’ve got two ears and one mouth so LISTEN… much more than you speak. Really listen when interviewing your clients. Hear what matters to them and how they speak about it.
Record these conversations, collate this data and use this information to iterate your video content or strategy to better align with your intended audience.
Remember in life and in marketing meaningful connections are forged for mutual understanding. Brands who show empathy in marketing show their customers that they understand and care about them, and in turn, customers understand and care about empathetic brands.
How are you practising empathy in your video marketing? Or is this something you need to get better at doing?
Innovate Media offers powerful brand story and client testimonial (case study) social media video marketing packages for businesses on the Sunshine Coast and across Australia. Check out these services we offer and see which suits your needs https://innovatemedia.com.au/video-marketing-services/