Lead generation, prospect nurturing, increasing website traffic, converting sales: These are all goals that come to mind when you think of what you can accomplish with video content. But one critical objective that you should consider – and which lends support to all your other content marketing aims – is brand building. Establishing your company as a household name drives many other goals because you’ve already gathered followers that associate your brand with a certain message, though the group may vary in size. Here’s how to get there.
Make the proper introductions
You know your company down to the minute detail, but branding is about conveying this message to others. People remember information presented by video, so you can tell your target audience what makes your products unique and know that they’ll associate the images with your company. Your video should make a connection with your prospects and make them want to know more about what you do.
Speak the language of your target audience
Building your brand means reaching the right people, so go through the practice of creating buyer personas. Identify every characteristic and develop an appreciation of their buying behavior, so you can get inside the heads of your prospects and know how to speak to them in their language. Determine the best way to deliver your message and where you want to present it, i.e., blogs, social media, YouTube channels, etc.
Your brand should be a reflection of your company and vice versa. Customers don’t want to do business with a cold, faceless entity; they want to deal with people they can relate to on a personal level. You should use storytelling to present a blend of your personality and your company so that the two become one message. In the world of video marketing, this means being yourself – getting more casual than you usually would in traditional advertising or text-based content.
…But stay professional
If you want customers to respect and trust your brand, your message needs to be professional. This is where you must invest in the designer to draw up your logo, develop your site and make your presentation consistent. Your brand should be thoroughly embedded in every online marketing asset, including your videos. The treatment you give your brand translates into how you’re perceived.
Find the sweet spot and repeat
Monitor your brand building efforts and performance to determine your marketing niche. If you’re doing it right, you’re developing a following; in turn, you need to return the loyalty. Deliver according to expectations and stay consistent with your message to reinforce your brand.
Once you establish your brand, you can make your messaging work for you – and video is the best way to get your company to that point. Video engages and encourages interaction with viewers much more effectively than other types of content, so making the investment is money well spent. Whether you bring the process in-house or retain professionals to produce and publish your material, now is the time to take the plunge with video in your content marketing efforts.