Video inbound marketing utilizes the buyer’s journey to create valuable, helpful, and meaningful video content to attract, convert, and delight your customers.
At the awareness stage of the buyer’s journey, your potential customers have a problem and you have a solution — you just haven’t found each other yet.
Unlike the consideration or decision stage, your customers do not know about your solutions just yet. They have acknowledged they have a problem but are only beginning to research the right solution for them.
The goal for awareness stage content is to, of course, provide value, but also to present yourself as a leader in the industry. Awareness video content should not be overly self-promoting or a sales piece but should provide information and value. This content should be very engaging, so much so that they will take action to learn more about you. This may be clicking on another article, signing up for an email list, or downloading a high-value content offer.
What is a Video Inbound Awareness Video?
First, let’s watch an awareness video. The video below is for a non-profit called Child360. Child360 is a leading nonprofit working toward a future where every child has the early childhood educational opportunities they need to succeed in school and life. They needed a series of videos from real parents, educators, and administrators to talk about the importance of early childhood education for all communities. These videos were part of a website redesign and Child360 wanted its first touch with website visitors to focus around the stories of the people involved in early childhood education.
In this video, Dr. Heather Harris talks about the challenges educators and students faced in the Lynwood Unified School District. Recognizing the impact of high quality early childhood education has on students, Dr. Harris worked with Child360 to successfully implement a robust early childhood education program for the district.
The goal of the video was to inspire the viewer while, also, briefly mentioning Child360’s involvement so they are compelled to explore and learn more.
How to Get Started Creating Awareness Videos for Your Campaign
There are many different ways to go about creating awareness videos, from DIY to hiring a professional production company. But it is recommended to put more of your budget towards producing a high-quality awareness video. This is the time to impress and create the right perception of your brand. Think about creating Brand Affinity. This is the time to establish a relationship with your audience in which they become a raving fan of your brand. Above all else, the content needs to be valuable and engaging. Below are a few steps about how to get started creating awareness videos.
Establish Your Target Audience
If you have documented buyer personas, this is where they come into play. You want your video inbound marketing campaign to ultimately target a specific buyer persona. It’s a lot easier to keep the messaging targeted, which will help you stay focused and better measure the video's effectiveness. This is also a good time to establish the metrics you’ll use to quantify the success of your video.
Look to track things like:
- Video views
- Length of views
- Conversions on your CTA
Decide What You’re Going to Say
Now that you have identified who the content is for, it's time for you to think about what you will talk about. When you are brainstorming topics, keep in mind that you will need to answer questions related to the topics. Your prospects have challenges, and to find solutions they often turn to Google. Research your keywords to find out what questions they may be asking and create content to answer those questions.
Tips for an Effective Content Strategy
- Focus on the problem or challenge your persona experiences.
- Do some keyword and competitor research to learn what people actually search for to solve their challenges
- Answer common questions related to your product or service.
- Establish authority and be confident.
- Tell the viewer what they should do next. Include a next step article or content offer in the form of a CTA. A helpful guide, eBook, or webinar are often good next-step content offers.
Types of Awareness Videos You Can Create
- Explainer videos
- Whiteboard videos
- Vlog-style video that compliments a blog article
- Storytelling video outlining a challenge and successful outcomes
Develop A Distribution Plan
You know who you are creating content for and what you will say in the video, but now let’s talk about where you should to post it. You may be tired of hearing this, but it starts with the persona you are targeting. You want to put this content where they may see it. If they are on Twitter, post to Twitter. If they are on LinkedIn, post to LinkedIn.
Awareness Distribution Channels
- Social media - post to the platforms your audience lives on and drive traffic to your website or content offers.
- Pillar pages - break up your pillar page content into multiple videos and add more value.
- Blog content topics - post a short video highlighting the blog topic.
- Landing pages for specific content offers.
- A homepage or video pages on a website.
Remember, when posting to Youtube, Vimeo, Wistia, or other video hosting platforms, follow best video SEO practices such as adding:
- Meta descriptions
- Alt descriptions
- A video description with optimized keywords
- Video captions - This is important for social videos that play without sound. Captions have a big impact on improving SEO.
Lights, Camera, Action
Last, and maybe the hardest step, it’s time to actually produce your video. The good news is we are here to help. Creating a video on your own does not have to be difficult or complicated. Below are a few tips to help you plan out the creation of your awareness video.
- Decide if you’re going to hire a production company or go DIY
- Know who will be in your video and create an outline or script before you start filming
- Choose a location and identify production challenges
- Try not to film in a loud or crowded office to ensure you get good audio
- Think of ways to showcase your company culture or personality
- Get all the right stakeholders involved including the marketing team, subject matter experts, and those who will ultimately provide approvals for the video
Here at Beacons Point, we use Wistia for our video hosting. Wistia offers many powerful marketing tools to get the most out of your videos. They also have a ton of great production DIY tips and resources to help you create professional videos using simple tools.
Congratulations! You’ve created a strategy, shot your video, and put it out to the world. Now, let’s go back to why you created these videos and how you can measure their success.
Awareness video content objectives
- Attract new prospects to your website
- Increase brand and product awareness
- Increase conversions on your CTAs and content offers
- Increase engagement on social media
- Monitor monthly website traffic to the page or blog
- Landing page or pillar page traffic
- Social media engagement
- Video views
- CTA or link clicks
To recap, awareness videos will increase your organic traffic, keep your prospects on your site longer, and help you become an authority in your industry.
If you follow these simple steps you will build a strong awareness video strategy that will make it easier for you and your company to create targeted content for your video inbound marketing campaigns.