During the interview Ben emphasised the importance of a strategic approach to video content creation. His key insights revolved around understanding the audience at a profound level, aligning video content with specific business goals, and leveraging the often-overlooked potential of sales-oriented videos. Ben highlighted the significance of personalisation in sales videos, which can humanise interactions and effectively address objections and enhance the likelihood of conversion. Through his video marketing expertise, Ben emphasised that video is not just a marketing tactic but a powerful tool for building meaningful connections and driving tangible results in business endeavours.
Below is the summary of the interview and a link to the original article.
In today’s digital landscape, video is king. Every business knows they need to be using video, but simply creating videos without a strategic approach is just “noise before defeat”, as the ancient Chinese military strategist Sun Tzu would say. To extract real business value from your video efforts, you need a comprehensive video marketing strategy.
Click on image to watch the full video interview
The foundation of any effective video strategy starts with deeply understanding your target audience. “You need to know the individual person who is going to sit down, click play on that video, and get something out of it that moves them closer to buying from your business.”
Going beyond just demographics, you need to get inside the mind of your ideal customer. What are their pain points, challenges, desires? What content will capture and keep their attention from start to finish?
The second critical element is clearly defining what you want to achieve with your video efforts. You need to link your video goals to tangible business objectives and map them to the customer journey.
At different stages, your audience has different mindsets. Early on, they are focused on emotional needs. As they get closer to purchasing, rational factors like pricing and features become more important. Your video strategy should account for this by aligning content to where the viewer is in their buying journey.
While many businesses concentrate on more glamorous marketing videos, there is so much underutilised potential in leveraging video for sales enablement.
Personalised video can humanise interactions and overcome objections when prospects are close to purchasing. Things like:
Video is powerful for humanising connections rather than just being another marketing tactic.
Here’s the link to Ramons Ray’s original article on Zone of Genius: https://zoneofgenius.com/video-marketing-tips/
Are you feeling inspired to take your video marketing to the next level with a real strategy behind it? Have a look at how we work as partners with our clients to drive the results they need.
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