3 Video Marketing Tips that Help Your Business Grow
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3 Video Marketing Tips that Help Your Business Grow

Everybody knows how important it is for any
type of business to create videos nowadays. According to this report from Hubspot,
more than 50% of consumers want to see videos from brands
more than any other type of content. 2019 is the year for video as a holistic business approach, meaning that video content will be produced by all teams in any conversational,
actionable and measurable way. On the other side, access to video
equipment and post-production tools has never been easier and
cheaper than it is now. These two factors: the need of video
and the access to equipment and tools, increase the competition
for video marketers, but also, and most importantly,
increase the distance between what businesses ask for and what
they actually get in the end. There is a certain know-how that is
missing in media production nowadays. That know-how is having
a strategic mindset. A mindset that primarily involves
the idea that your skill set cannot only be vertical,
but must also be horizontal. My name is Paolo and I want to share
with you my learnings, after three years of working in Growth Tribe
as Head of Video. So, let’s start from the first one:
being persona driven. When you build a marketing campaign you
always need to know who you are talking to. Let’s imagine for a second that you
are in front of the Queen of England. Would you ever say something like this? Well, this is one of the most
common mistakes that I see in video marketing campaigns. You can create the best video that ever existed,
but if you are not referring to the right target, you might never be able to
reach your potential buyers. Building personas is super powerful
for three different reasons The first one is that you need to build personas
to be able to know where they hang around. By trying to be everywhere you are in
danger of spreading your efforts too thin or you may find yourself in the wrong place
where there is no one of relevance to engage. Try and search where your target
persona hangs around. This will allow you to understand
fundamental things about how to create your videos: their length,
what platform you have to optimise the video for, and
consequentially, what is the average attention span on
that platform. Second reason to build your personas, as SEJ mentions in the same
article, people are naturally drawn to group together in like-minded tribes.
By truly understanding your persona and what motivates them, you can speak to
them in a manner that they can relate to, so that they want to be part
of the brand tribe. So in other words, what do
your customers like? What style do you have to build
your video around? Is it going to be an informal type of video or
something more formal? What type of emotions do I want to
trigger in the people I am talking to? The last reason for which it is super
important to build personas, you need to know what type of pain
your customer is trying to solve in that specific phase of the funnel. Don’t just amplify what you want to say, listen to what your audience
wants and needs to hear. By doing the research and
understanding your persona, you can build a content map based
on what questions are asked at each stage of the buying journey. What type of pain does your
product or service solve? Don’t base your answer on your
gut feelings. Try to understand why your customer bought the
product in the first place. Long story short, knowing
who you are referring to, is gonna save you a lot
of time and money. So let’s get to the second learning
which is being funnel oriented. Always remember your
customer journey. What are the actual phases of
the sales funnel? How many steps does a person have to run
through before becoming your customer? As with any other type of content,
video has to focus on a specific metric or a specific step of the funnel.
Why? According to a study done by Kapost,
funnel-oriented content marketing produces 3 times more leads per dollar
spent when compared to paid search. But that’s not all. According to BuzzSumo,
funnel-oriented content marketing allows you to spend less money on
paid ads, increase organic search traffic, increase brand awareness and
get higher conversion rates. Always remember that for each
and every phase of the funnel, there is a specific type of video
that fits perfectly. This is an example that can help
you to understand that, but as BuzzSumo sums up perfectly, there are generally
three points that you need to remember: 1: Top of the funnel or “ToFu” focuses
on brand awareness and site traffic. In short, ToFu content grabs attention. Middle of the funnel or “MoFu” focuses
on lead generation and nurture. MoFu content educates and informs. Bottom of the funnel or “BoFu”
focuses on conversion to paid services or product. BoFu content is
personalised and product-focused. The second fundamental thing
about being funnel oriented is that it’s gonna save a lot of
energy and time. It’s almost impossible for you to focus
on all the steps of the funnel all together Even if you are, are you sure
that you want to spend all of your money based
only on gut feelings? Isn’t it better to start from a specific
metric to verify your assumptions? Start with searching what is the phase in the
funnel in which you have the most problems. Is it at the top of the funnel or
deep down in the bottom phase? Based on that, you will be able to
get better results, faster, and buy-in from your stakeholder
or your team. Which brings me to the last learning
which is being data and experiment driven. One of the biggest values here in
Growth Tribe is that data levels all opinions. We always try to get the ego out
of the room and let the data talk to challenge our ideas. As a video
maker I know how easy it is to fall in love with an idea, or
strongly believe that an idea will fly. That’s where experimentation comes in.
Testing, testing, testing is the only thing that you can do in order to eliminate the
ego and will allow you to collect data. As the global creative director at Google’s
Unskippable Labs, Ben Jones said: The challenge with advertising is that
as soon as you make an ad that follows all the rules, all the rules change. This is why experimentation
is so important. Let’s take the example of Growth Insights.
Growth Insights is a series we created at Growth Tribe and it is also the
first one we have ever done. To be honest, I was hooked on
the idea from the start, but we took the experimental
approach anyway. We started with a standard setting, no
lights no mic and just a phone and a laptop to record the audio.
We started to share it internally, and we noticed that the feedback was
good but the quality was an issue. Then we decided to bring a compact
camera that was able to record the video. We shot the first episode like that, and with some scrappy animations we filled in the blanks. Every new episode introduced a new element,
and with it, added a new part of the process. This is the process that we
followed to get where we are now. Every time we changed something
it was motivated by data. And all the effort that we made paid
off without strong brand recognition Long story short, we would never have
been able to get where we are right now with Growth Insights if it
wasn’t for the data. So these are my learnings after
three years in Growth Tribe. Some of them might not sound like
rocket science, but what makes this strategic approach useful and
actionable is the interplay between all of these elements. So if you have any questions please
leave comment below, like the video and subscribe to the
channel to get all the notifications. See you next time!


  • Sabrina Popescu

    Honestly, videos are one of the main reasons that convince me to buy a product. Makes so much sense to create video content that aligns with every step of the funnel. Needless to say, I loved your second tip.💥

  • Maurits Schroder

    Nice video! Especially liked the visual with the pirate funnel and the specific type of video that fits each stage of the funnel best. Very actionable info!

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