How Video Marketing Can Turn Your Business into a Brand

Video marketing has rocketed in popularity in recent years, and it is now one of the most important marketing techniques for businesses of all sizes across the world. But how do you get started? And how can you turn your business into a brand using the power of video?

Here we take a look at what’s involved.

Why Do You Need a Brand?

First of all, why do you need a brand anyway? The simple answer is that a brand stands out from the competition and creates a deeper connection with your audience.

When you have a brand, people will connect with it emotionally and associate your business with certain values and attributes. By ensuring these values are positive, you can get more leads, more engagement and more customers.

Why Video Marketing?

Video is an integral part of building a modern brand, and it has many benefits including:

  • Boosts visibility, especially on mobile
  • Drives more organic traffic
  • Encourages more engagement with your business
  • Develops an emotional connection through the use of stories

Video is growing in popularity all the time (a third of all online activity is spent watching videos), and any business can take advantage of it. However, there are a few things you need to do before you start publishing videos.

Know Your Audience

Before you get started, you need to know exactly who you are targeting. This can take a while, but it is an essential step that you shouldn’t skip.

Who are your existing customers? What are their challenges? What specific problems do you help them resolve? What are their likes and dislikes?

You can find out this by observing their activities online, visiting forums, looking at your social media analytics or simply asking them. Send them surveys, ask to speak to them on the phone, and try to find out as much as you can about them.

Try to put together a detailed customer persona including everything you have learned about them, and then use this to guide your video strategy.

Determine Your Goals

You also need to know what you want to achieve with your videos before you start to create and publish them.

Your overall goal could be to get more recognition and ensure more people are familiar with your brand. But more specific goals could be to promote particular products, generate more traffic to your website, get more likes on Facebook or encourage more social shares.

How to Use Video to Build Your Brand

You’ve worked out who you are targeting and you’ve determined your goals. Now you need to get started creating and publishing videos.

Develop a distinctive style

You want your videos to be immediately recognisable as your own. However, that doesn’t mean you need to stick to only one type of video. You can have long videos, short videos, animated videos, interviews and more – but they should all be in your own distinctive style.

The aesthetics should be familiar. People should be able to see your video and know that it is yours, whether they are watching on social media, YouTube or anywhere else.

You can do this by starting each video by presenting your logo and brand colours along with some intro music. Do the same for every video and you will make them more recognisable.

Study your competition

Create videos that stand out from the competition. If you just do the same as your competitors, you won’t distinguish yourself effectively.

Watch your competitors’ videos and work out what they are doing right and wrong. Can you see gaps that you could fill with your own videos? Are they only publishing one video a month? Perhaps you can publish one a week.

Use your competitors to brainstorm ideas that make you distinctive from the competition. Think about the videos they have missed out on, the important topics that you have identified that they are not doing.

You can also study the reactions to their videos. Do people like the videos? Are they leaving negative comments? These can all present opportunities for your own video marketing strategy.

Give every video a purpose

You know your overall goals for your video strategy, but now you should determine a specific purpose for every video.

Don’t just produce a video for the sake of it. What do you want to achieve? Do you want to highlight a new product? Answer a specific question? Send traffic to a landing page? Choose one goal for every video to keep it simple.

Create videos that stand out

Finally, make sure your videos reflect well on your business and help to reinforce a positive brand identity.

Whichever types of videos you publish, make sure they are professional and positive so that whenever people watch them, they go away feeling a positive connection with your brand.

Grow Your Brand with Video Marketing

Video marketing is powerful when you do it properly, and it can help you to develop and grow your brand effectively. Start slowly and determine what your brand stands for, who your audience is and what your goals are. Then start creating and publishing videos.

The more videos you create, the more you will spread the word about your brand, helping to generate more engagement and more business.

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