So, you’ve decided that video is an essential piece to your marketing strategy puzzle? Welcome. You are in good company here 😊… you may have heard us talk about the importance of high-quality video (once or twice…) but we have to break it to you: the quality of your video marketing is just part of the picture. The success of your video marketing strategy also hinges on how well your content resonates with the values and beliefs of your audience. Without this key piece of the puzzle, you may end up with a fancy video that looks and sounds great but falls flat without producing the results you’re looking for. Speaking directly to the values and beliefs of your audience is crucial for the success of your marketing strategy.
Here are 5 steps to make videos that speak to your audience’s values:
- Get to Know Your Audience: To create video content that speaks to your audience’s values, you need to understand who they are, specifically. What do they like or dislike? What do they care most about? Conducting market research can help you gain insights into your audience’s demographics, needs, personality and most importantly – their values. This information will be the foundation of your strategy.
- Craft Your Message: Once you have a good understanding of your audience, it’s time to craft a simple and straightforward message that speaks directly to their values and beliefs. This message should be genuine and authentic while staying consistent with your brand values as well, reflecting your company’s culture and mission. This key message is your chance to show your audience that you/your brand understand and care about them and their needs. (Pro tip: Consider if storytelling is the best way to convey your message. A well-told story can be memorable, impactful and pull on your audience’s heart/value-strings! Check out this article for more Storytelling tips.
- Match the Audience’s Expected Production Quality: Once you are clear on your message, it is time to produce a quality video that matches your audience’s expectations. Obviously, the higher the production value the easier it is to capture and keep your audience’s attention. Poor production quality, resulting in low quality audio or video, can distract your audience from your message, reducing the likelihood that they will engage with your content or brand.
- Promote Within the Appropriate Channels: To ensure your audience receives the message you have worked so hard to convey, it is essential to promote your video through the right channels. In other words: you want to meet them where they are. Consider the market research from step 1 to determine their preferred channels and tailor your promotion strategy accordingly. For example, social media is an excellent platform for promoting your video content, as it allows you to reach a large – or targeted – audience quickly. The more your message resonates with the audience, the more likely they are to reshare it.
- Measure Your Success: We are big fans of continuous improvement. Be sure to measure and collect both quantitative and qualitative metrics. Quantitative statistics include views, impressions, and view durations. To get qualitative metrics, pay attention to conversions, likes, reshares, and comments to see how well your video resonates with your audience. If your video is not performing as well as you would like, you can use this information to make improvements and refine your strategy.
As tempting as it may be to skip doing your homework and jump straight to the fun part of producing a snazzy video, remember that the effectiveness of your video hinges on how well your message resonates with your audience. In working with our clients, we have found the pivotal piece to the puzzle is creating content that speaks to the specific audience’s values. By following these helpful steps and partnering with a professional production team to produce excellent quality content, it could mean a world of difference for your results.
Still not sure where to start? VLink Solutions is here to help. We are a full-service video marketing agency that can help guide you through every step of the video content strategy and production process. Let’s connect today and get started.
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vLink Solutions is always adding new tips and tricks, case studies, infographics, and more.
Client Testimonials Say It Best – ivision Case Study
We recently had the honor of working with a new client, ivision – a full-service technology integration and management firm based in Atlanta, specializing in digital transformation. Their areas of expertise cover security, public cloud, digital workspace, enterprise infrastructure and more.
When they came to us, their video needs included content for internal communications featuring some especially impactful customer testimonial videos. The concept for the client testimonials included 15 CIOs and CTOs of their most renowned clients having an on-camera interview with the ivision CEO, David Degitz, at the ivision headquarters. Each client had powerful success stories and positive feedback to share, which made for incredible content for the project. Read more and be sure to watch these impactful customer experience videos.
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So, what does it take to boost a video’s reach with targeted campaigns and make it an internet blockbuster? Let’s break it down…
You’re Invited to The Table on Delk Awareness Dinner
In this issue of Lights, Camera, Engagement, we’re veering off from our typical content to encourage you to engage in the fight against human trafficking. In 2016, my wife, Tina, and I founded The Table on Delk (The Table), a 501 (c) 3 non-profit whose mission is to end sexual exploitation along the Delk Road corridor in metro Atlanta. Today, our organization reaches more than 1,500 individuals every year. Read on to learn more about The Table and for a special invitation to be a part of our mission, without needing to open your wallet.
vLink Goes to Vegas with AVIXA – Case Study
Check out our case study featuring our client work with AVIXA at InfoComm 2024 in Las Vegas.
At vLink Solutions, we pride ourselves on delivering exceptional live production and streaming services, and our partnership with AVIXA is a testament to that commitment.
AVIXA is a global trade association for the professional audiovisual industry with members in over 80 countries. AVIXA’s InfoComm is one of the largest AV tradeshows in the world. vLink Solutions has been working with AVIXA over the past four years to help produce their AVIXA TV show live from the InfoComm exhibition floor.
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In the ever-evolving landscape of workplace training, the buzz around microlearning is hard to ignore. Gone are the days of marathon training sessions that leave participants dazed and confused. Instead, say “hello” to microlearning – the superhero of modern training strategies. Let’s unpack this concept and discover the role of microlearning in transforming the way we learn, one byte-sized lesson at a time.
Internal Video Communication Challenges and How to Overcome Them
With the rise of remote work and distributed teams, effective communication is more crucial than ever. Videos have emerged as an invaluable tool for fostering collaboration, sharing information, and maintaining unity. Whether you are thinking about incorporating video into your internal communications or already implementing various video solutions, we have a few tips on how to best leverage video content for your business, ensure they are high quality, and effectively distribute them.
6 Tips on How to Humanize Your Brand with Video
In the digital age, where screens mediate our interactions, the quest to humanize your brand is crucial. Enter the unsung hero of connection – video. It’s not just about showcasing your products or services; it’s about inviting your audience behind the scenes, letting them peek into the beating heart of your brand. So, what gives your video content that human element? Check out these tips…
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Check out a case study featuring our client work with MUST Ministries, renowned for their tireless efforts in combating poverty, providing housing, food, clothes, job development, and healthcare to struggling individuals and families.
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In the captivating realm of hybrid and live streaming, engaging Q&A sessions offer a direct bridge between content creators and their audience. Whether you are a seasoned host or a first timer, the magic lies in the interaction. Everyone knows to repeat the question for clarity and to make sure the entire audience hears it. But here are some best practices for hosting successful Q&A sessions that leave your audience enchanted.
Interactive Videos: Engaging Your Audience In A New Way
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Why Eye-Catching Thumbnails Are More Important Than You Think
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The Key to Successful Online Trainings
Online Training Videos are the future for successful teams. Watch this video to learn about our proven online training framework: “The 3 P’s” – Preparation, Production and Promotion. These tips will guide you in turning your content into an effective, online video training.
How To Implement Live Video Town Halls
In the ever-evolving landscape of modern workplaces, the traditional office setting is taking a backseat to remote work and flexible schedules. As teams become more dispersed, keeping everyone in the loop and fostering a sense of unity can be a challenge. That’s where the magic of live Video Town Halls comes into play. Imagine a virtual town square where your team can gather, share updates, and connect, all from the comfort of their home offices. It’s not just a meeting; it’s a celebration of collaboration. Let’s dive into the exciting world of Video Town Halls and how they can revolutionize large-scale internal communication.
Video Testimonials are The Secret Sauce to Powerful Marketing
In the fast-paced digital world we live in where information bombards us from every corner of the internet, establishing credibility and trust is no small feat. Whether you’re a budding entrepreneur, or a seasoned marketing executive, you know that credibility is the currency of success. So, how do you stand out in a sea of options? Enter the unsung heroes of the marketing world: video testimonials.
Six Ways Live-Streaming Can Benefit Your Business
Technology has given businesses and brands the ability to market, sell, and grow at a remarkable rate. However, the businesses and brands that are benefiting the most from it are those that utilize Live Streaming. From LinkedIn Live to a full-scale virtual event, businesses and brands can connect with their audience in real-time, creating a more interactive and engaging viewer experience. In case you’re not convinced, here are six ways live streaming could benefit your brand:
Best of 2023 – vLink Staff Favorites
As we close 2023, the staff at vLink want to thank all our clients that allowed us to help them with the video and live streaming needs. We also wanted to share some of our favorite videos produced throughout the year. There were nearly 1500 to choose from but these 6 were among the most memorable and fun to create.
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MasterMessaging is a long-time client of ours. They help clients increase their revenue in predictable and sustainable ways through training and consultation. In this case study, we discuss how we created 30 plus training videos in a day and a half.
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WIT: Videos that Raise Awareness – Case Study
We love it when we get to partner with non-profit organizations. One of these valued organizations, Women in Technology (WIT), empowers girls and women to excel in science, technology, engineering, the arts, and math (S.T.E.A.M) from the classroom to the boardroom. WIT has had enormous success in expanding their reach, growing their membership, and raising millions over 30 years.
The vLink Guide to Scriptwriting for Online Video – Animated Infographic
One of the first steps to creating a great marketing video is writing an effective script. This animated infographic will give you vLink’s Guide to Scriptwriting for Online Video. This is especially helpful if you are new to video marketing.
Create Engaging Video Content That Drives Conversions
Video is a popular — and powerful — digital marketing medium that can engage your target audience in ways that basic text and imagery simply can’t. However, creating engaging video content that holds your audiences’ attention and drives conversions can feel like a daunting task. (This is the part when Jerry McGuire shouts, “Show me the money!”)
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vLink Academy Presents Online Training 101: Infographic
The secret’s out: Video is the key to successful online training. And in the spirit of revealing secrets – we’ve put together a proven framework, “The 3 P’s”, to help you turn your content into an effective, online video training.