by Maury Rogow, CEO of Rip Media Group
Clearly, we live in the “Attention Economy”.
Products sell, politicians are elected, shows are watched, based on who grabs the most attention. The question is, how can small businesses stand out? The answer is video marketing for your unique story and products.
There are many ways to get ahead and embrace the trends that are taking over video marketing, and I’d like to discuss a few with you here.
What makes you unique is what makes you memorable. Uniqueness is celebrated.
In Hollywood, we say: “Bring out your inner Danny Devito.” This wonderful comedic actor stood out when he embraced all of his assets, exactly how he is. He didn’t wear lifts in his shoes or put on a hairpiece. He stood out and was and is memorable based on his unique qualities and amazing talent.
Your brand is the same.
Features are forgotten, so don’t talk about them. Only talk about what makes you unique.
We say to our clients, “data strays while stories stay” in your prospects’ memory, so do not focus on the facts or features, focus on the transformation your customers will have in their lives by working with you, or by using your amazing product.
Share the right video at the right time in the customer journey.
It is hard to win a customer over with thousands of choices a click away. So make the buying journey easy for your customers.
Your brand story is important the entire way through the customer journey (explained here). There is no single video that can tell the story from the top of your sales funnel through purchase. You need to have different emotions and unique points pinpointed to have your customers get to:
- KNOW YOU
- LIKE YOU
- TRUST YOU
- TRY and then BUY
It starts with the ads people see about you, the landing page you send them to, the way you build trust, and the culture you have behind your product. Once people know of you, then like you, build trust in you, they will want to try what you do, then buy your products.
Marketing and remarketing campaigns should be visible, but not overwhelming to your target audience.
You should be visible in ads roughly 1.6-2 times a day with a subtle nudge that you can solve a problem, address a need, or make their life better. Doing so will do wonders in getting your story across in our attention economy.
As you can see, there are actually defined steps in the buying cycle. Where do you think your marketing and sales process is the weakest? Where do YOUR potential buyers stop moving to the next step?
A more detailed version of the customer journey is the following path:
Personalize your content for your customer.
We all know that using a person’s name in a conversation gains attention in a positive way.
Well, in 2020 you can personalize your videos to each and every client. Instead of just having one video to share, have your sales team create a video for each prospect.
Statistics coming in are showing a 300% – 500% engagement rate over linear, commercial video. We know this trend will continue as consumers are now expecting personalized service and options. Just think about searching on Netflix, or Amazon…Our name is there, and algorithms are suggesting content based on your history.
Our marketing needs to do the same. This is a hot trend to embrace.
Success is not from the product you sell, but the story you tell.
As discussed, marketers need to tell the right story, at the best time, and to be authentically ‘human’ to have a positive impact on a prospect.
If you create checkpoints, lists, and leave out the emotion, you will lose customers, and worse…your ability to get new customers. We see apps like TikTok and Instagram ’Stories’ taking over view times that used to be looking at a large screen. Now, if you aren’t telling a story and grabbing attention, you will fall behind the pack.
Every one of the successful stories, viral videos, Super Bowl commercials follow a formula, and it is a learning experience that can be fast-tracked. All follow the 3-Act structure that Hollywood has used for a centuries and brings in billions of dollars.
This is an exciting time to be a marketer and being able to create content in moments on the go is helpful to those that follow the trend line and get ahead of the curve.
Maury Rogow is a video marketing expert who believes that your brand will thrive or die not because of the products that you sell but because of the stories that you tell. For the past 10+ years, Maury has served as Chief Story Officer of Rip Media Group, and he has helped 100s of brands such as Cisco, Ben & Jerry’s, Comcast, and Harvard thrive through the power of story. He is a member of the Producers Guild of America, an author, speaker, and trainer; and he is passionate about seeing companies like yours succeed in the marketplace because of the stories that you tell.