Video marketing is a powerful tool for smart and savvy entrepreneurs and advertisers today, and you definitely don’t want to lose ground to the competition by failing to leverage everything that smart video marketing has to offer while they do.
At the same time, it’s not enough to just kind of thrown together a marketing video and hope for the best. You really have to be intelligent about the strategy you used to script out your marketing video content, and while the production doesn’t have to be on par with Hollywood blockbusters, there are definitely things you have to do and things that you need to pay attention to.
1) It all starts with your hook.
The best marketing in the world – the greatest advertising ever produced – is effective not because of fancy buzzwords, whizbang graphics, or any other “advertising salt and pepper” but instead because of a fundamental hook that grabs the perfect prospect right by their very essence and compels them to pay attention to the message you have to share.
Spend 99.99% of your time developing a hook for your marketing video and you’ll be light years ahead of the competition, regardless of what the finished video actually looks like! Without a tractor beam of interest people aren’t going to stick around to watch even a handful of seconds of your content.
2) Keep it short, keep it tight, but get your message across.
The average attention span for prospects today is laughably low, much lower than it ever used to be in the past. There’s a reason why the 140 characters for tweets works so well for Twitter these days!
On top of that, people are overwhelmed with advertising on a daily basis. Some studies suggest that every person is exposed to close to 4000 marketing messages from the moment they wake up till the moment they go to bed, a lot of “noise and clutter” you’ll have to fight through.
Keep your message tight, keep your videos short, the make sure that you get your point across and you’ll be good to go. Shoot for between 60 and 90 seconds and you won’t have much to worry about.
3) Just another piece in the puzzle.
After laser targeting your message with an irresistible hook designed specifically for your perfect prospect and creating a tight and concise pitch, you’ll want to utilize your marketing video as part of a broader marketing strategy – and that means leveraging it as a piece of the puzzle rather than forcing it to do all of the heavy lifting.
No matter what you are selling you’re going to need more than 60 seconds to 90 seconds to do it. Don’t let your marketing video be the ONLY sales piece in your final, but instead in introduction that gets them pumped up about and interested in everything else you have to share – buying you time to make the sale.