Are you still "on-the-fence" when it comes to video marketing? We have included some excerpts from the Video Marketing Blueprint which hopefully will give you some things to think about.
Each of the chapter titles in the book are framed as a question – which, by itself, provides a potential starting point for you. Frequently-asked questions are sometimes the easiest and most practical place to begin when you're thinking about the sort of content that might resonate with your audience.
Why Is Video Marketing Important?
One of the more important content marketing books published recently is Youtility: Why Smart Marketing is about Help not Hype by Jay Baer. The author's premise is that being useful to the consumer is much more effective than traditional marketing approaches. To succeed, you must either be "amazing" or useful, and being useful is much more reliable and viable. The three pillars of Youtility are (1) self-service information, (2) radical transparency and (3) real-time relevancy.
Content marketing in general (and video marketing in particular) is one of the most effective ways to achieve these objectives. The ease of consumption is partly what makes video marketing more effective but also the multimedia aspect (audio + visual) tends to make it more engaging than other forms of content.
Content marketing is important because it acknowledges the pre-eminence of the empowered consumer. Perhaps for the first time in the history of capitalism, consumers have the upper hand. When the stance of your business is to "fall in love" with the client or prospect, you signal that your intent is to engage with customers in a meaningful way at the level of natural human interaction. Your interactions take on the flavour of a conversation that is very much like the conversations and expectations people have of their friends.
Jay Baer calls this "friend-of-mine awareness". He says, " … the reality [is] that companies are competing against real people for the attention of other real people. To succeed, your prospective customers must consider you a friend. And if, like their friends, you provide them real value, if you practice Youtility rather than simply offer a series of coupons and come-ons, they will reward your company with loyalty and advocacy, the same ways [they] reward [their] friends."
Why Does Video Marketing Work?
It's worth remembering that, as marketers and business owners, our aim is to influence potential buyers. Perhaps our ultimate aim is to influence a purchase decision but there are many other worthwhile outcomes that we want to position ourselves for as well. You could even argue that, unless you've positioned yourself with your potential buyer in other ways, you may never get the opportunity to influence their buying decision. If the old adage that, "people buy from people they know, like and trust" is true, then there's a fair bit of influencing to be done prior to a purchase.
There are several aspects of the psychology of influence that explain why video marketing works. The first principle of influence is reciprocity. In its simplest terms, reciprocity means that I feel obligated to respond to you (reciprocate) in some fashion if you give me something. I feel this obligation because the feeling of indebtedness makes me uncomfortable. This approach is as old as the hills and you see it in action whenever you're offered something "for free".
The second principle of influence is authority. Our tendency to be influenced by the psychological trigger of authority means that we're naturally inclined to respect and listen to people of status, people who are famous or people who are considered to be experts. You see this principle at work whenever you see a celebrity endorsement or an expert witness in a courtroom.
There's a very good reason that authorities and experts have become so important to us, and why we depend on them so heavily. It has to do with the information overload that we all experience. We simply don't have time to process all of the available information on a particular topic – we would much rather rely on an expert to process the information for us and tell us the essentials of what we need to know. We just want someone to "cut-to-the-chase". This time-saving element of expert advice is a key aspect of why video marketing works.