6 Ways To Capture Audience Attention Through Video
Video is an incredibly powerful tool that all businesses and brands, in all industries and niches, should harness in order to build brand awareness, improve credibility and sell products and services. However, creating a powerful marketing video is not a walk in the park – there is a lot that must be considered in order to generate interest and gain new leads.
To ensure you’re getting the most out of your video marketing, and to capture your audience to the fullest, follow the below 6 tips.
- Tell a story
Creating brand videos are an amazing opportunity to communicate your brand’s story. By using a strong narrative, you can take your customers through a journey that evokes a positive emotional response and builds a strong trust.
In order for prospective customers to invest in your business and buy into your products or services, they need to feel a connection to you, and this is hard to create on a bland “salesy” approach. Instead, tap into what it means to be human, and tell them a story they can resonate with.
Through a well-designed story, you can present a viewer with a problem they may be facing, and then present them with your solution that will greatly benefit their lives. If your business doesn’t have a in-house video marketer, a company that specialises in creating impactful corporate event video production in Sydney can help you to boost your brand.
Consider SEO
SEO is as important to marketing videos as it is to any other other marketing stream. Therefore, your video should have a strong and enticing title and accompanying description that draws viewers in to click on your video. What’s more, the title and the description should contain all relevant keywords and phrases so that it is discoverable in the SERPs (search engine results pages), and so that prospective customers who are looking for the services and products that you provide can find you.
Keywords should also be strategically used within your tags and your URL, and your URL you should be clearly displayed within your video alongside a powerful Call to Action so that viewers feel compelled to click through to your website.
To really ensure that viewers who have clicked through to your website move through your sales funnel and convert, it’s imperative that you create a designated landing page that offers them exactly what they’re looking for. This combination of powerful video and SEO will boost conversions and drive revenue.
- State your mission
It’s important that you use your marketing videos as an opportunity to communicate your brand’s mission. In some instances, it should be more important and pressing to state your brand mission that it is to flaunt your product or service, because if a viewer does not feel as though they connect to your brand and feel strongly about your message, they won’t invest in you at all.
- Make it mobile-friendly
In today’s digital age, most people consume information and media on their phones – video included. Therefore, if your video is not easily accessible on a smartphone, or is not formatted properly to be shown on a mobile phone screen, it will not be watched. In fact, you have mere seconds to show a viewer what they want to see, or they’ll click away from it and keep scrolling.
To stop your viewers from looking elsewhere for content, and ensuring that what you have created is being watched at all, it is of absolute importance that you make your video mobile-friendly.
- Teach your viewers something new
The internet has become incredibly saturated with new information on every subject imaginable. Therefore, if you don’t think outside of the box, your content won’t be memorable and will be lost.
In order to compete with other brands and businesses within your industry niche, you need to offer something to viewers that they are not getting from your competitors. Traditional marketing and sales tactics won’t work here – you must be imaginative and offer value in order to garner interest, and one of the key ways to do this is to become educational.
If you can educate your viewers through video and teach them something new that relates to your products or services, in the form of how-to guides, tutorials and tips, you can win favour with prospective customers and gain new leads.
This isn’t about giving customers everything for free – you should give them enough of a taste to remember you and consider your brand highly, but feel the compelled to invest in your brand further to gain more information.
- Make it short and powerful
In today’s world of marketing, content must be short, snappy and powerful. When it comes to video marketing, a brand has only seconds to communicate a story, a mission and a purpose that will capture the attention of viewers and ensure they keep watching for longer. The more seconds they stay engaged with your video, the more time you have to sell them your products or services and guide them down your sales funnel to convert.
Needless to say, the introduction of your video must speak volumes, meaning you have around 3 – 10 seconds to make an impact. This shouldn’t be a problem, as short can equal powerful when executed in the right way. Be sure to put emphasis on the quality – the high resolution picture and sound – and the atmosphere you create, and you will stop a viewer in their tracks (i.e. stop them scrolling past your video).
Conclusion
Video marketing is all about evoking a positive emotional response that builds a strong connection between brand and customer. If a viewer does not feel engaged by your video, or feels that they are not being addressed as directly as they should be, they will go elsewhere – probably to your competitors.
In order to capture and hold the attention of your viewers, your video must be short and powerful; it must tell a story; it must clearly state the brand mission; it must educate and inform; and it must be both SEO- and mobile-optimised. If your brand can hit this criteria, you will witness new leads and a surge of conversions.
