Interest and Consideration
Once people are aware of what it is you do and what you can provide to them, their interest needs to be captured and they need to consider whether what you offer is of benefit. This needs to be a clear value proposition where the potential customer must be able to see that what you will provide could fulfill their needs and be of benefit to them.
I have already talked about using a product demonstration video but what if you provide a service? What if you as a consultant or trainer ‘are’ the product?
Video Marketing and Video Blogging
The real benefit of blogging through video rather than text is the ability to stamp your personality and voice on content you produce. Whereas a text based blog (just like this one) can only use words and pictures, a ‘vlog’ can provide a broader spectrum of non-verbal communication signals that we rely on in everyday life.
This of course is of great benefit for people who rely on themselves to create interest in the potential buyer. The video blog provides an insight into the person that they will be doing business with, picking up such information as sense of humour, tone, style, passion and ‘chemistry’ (can they see themselves doing business with them?). All this while they consume the ‘content’ that you are providing.
1. Create a series and update regularly
The real power of content is to keep people coming back for more. Don’t simply create one vlog, create many. I would recommend as a minimum 12 vlogs to be incorporated into your blog or newsletter on a monthly basis. Plan out your content and film it all in one day, creating a bit of variety in backgrounds that you are filmed against.
2. Focus on solving problems
The best way to phrase your video blog is to create the title as a single question: ‘How, What, Why, Where, Who’. The goal of this to pull in the long tail questions people type into the search engines to try and find answers to their particular problems. As people browse through your site, searching for more information these questions will attract interest.
This is the opportunity for you to solve that person’s problem. Obviously it has to be generic as very often problems and issues require a degree of personalisation but make sure you answer the problem completely, don’t use it as a sales pitch or as a blatant ‘for more information contact us’. This puts people off especially in the interest and consideration phase.
3. Keep it short
The optimum length for online videos is 60 seconds. The ceiling for engagement is 3 minutes. This is the time you have to answer the question or you’ll start losing people. By focusing on one question you should have plenty of time to give a quality answer but continue this focus. Don’t rush your answer but ensure you don’t waffle. When planning it out try creating simple bullet point topics to cover and speak naturally.
It is amazingly common for people who can stand in front of 100s of people to freeze up in front of the camera. Don’t panic, get used to the camera first and you will find your flow.