Video Marketing With No Regrets! Your Video’s Messaging & Purpose

So far we've looked at some of the technical aspects of making video, but a key element we need to cover is your video messaging and purpose.

When you sit down and layout the content of your video, you really need to understand who the video is for and what the purpose of the video is.

Sure, the  reason you create video is to spread awareness of your brand, to make sales, create engagement and a relationship with your viewers. But, to accomplish that, you need to make it worthwhile for your audience to stick around and watch. Why should they spend their time watching your video?

As much as possible, you have to match your message to your audience!

Let’s look at some purposes for creating video:

Attracting People to Your Landing Page

Obviously, the main purpose of a video that takes people to your website or landing page is clear. You want to create curiosity about your brand, products and services.

You may also want them to click through at this stage to whatever next step you have in mind for them, be it an opt-in or offer after watching.

To accomplish this, you need to know who your audience is, what their problems are, and what they need, and create a compelling message in your video for them to respond to your call-to-action.

Persuading Viewers to Buy from You

At this point, you've gone past the first date... You already have viewers who know, like and trust you to present them with legitimate offers that will be useful to them.

In this type of video you're exposing some common issue that they have and explain to the viewer the benefits of buying the product you’re selling.

Keep in mind, this type of video doesn’t have to be a hardcore sales pitch. Honestly, those types of videos are a turn-off because they're all about the seller, not how the seller can solve the potential buyer's problem.

Your video can sell even when it's an unboxing, a product review, or a tutorial. Here you get your audience to warm up to you even more as they learn how much you know and how you can help.

However, that same video can also be on a sales page either by itself or in combination with text. That way your message reaches different groups at the same time, those who like to watch video and those who are more analytical and prefer to read the details of your offer.