"What should I say in my marketing videos?" Tips for video marketing and starting with customer-centric core marketing content.
Fab Power Tool for this post:
Fab Videos Finally Done Core Content Marketing Worksheet
(download available at the bottom of this post)
Is your product or service customer-centric? How do you know?
I'm asking that here, in the context of video marketing blog, because the success of your video marketing strategy depends upon how well you know your customer. Its not about the camera, the lighting, or even where and how often you post.
This post assumes you don’t have your video marketing strategy, or marketing or sales copy in place.
If you do, and you are looking for the first 3 videos you should consider, you can read more here.
For technical tips around “What should I say in my videos?” - meaning advice on openers, call to action, etc., please go to this post: (link coming soon).
If you don’t have your video marketing strategy in place, stay right here because this post is for you.
Lets back up just a bit.
If you are a woman starting a business, you very likely got into business to help or benefit someone else.
Statistics, and our own observations, often show that women start businesses, yes, to make money, but also out of a desire to make the world a better place.
Join any women’s entrepreneur group on Facebook and you will see dozens of women starting businesses due to a challenge that they overcame in their past.
I’m a member of a Facebook group for people who are developing online courses. It is probably 85% women, most of whom are creating a course based on a problem they had, and the strategy they used to solve it.
So if you are just starting out, you likely you are brimming with what you want to say to your audience to help them. You have an idea for a product or service and you are excited about its potential to benefit others and the world.
And that is a fabulous place to start.
We’re going to spend a little time pushing on your business model, so if you find yourself thinking, wait, I thought this was a video marketing blog? What does all of this have to do with what to say in my marketing videos?
The short answer is it has everything to do with successful video for your business. Video is like an x-ray, if you don’t have a message firmly grounded in solving a problem your customer wants to solve, your videos will have a hollow ring. Let me explain with an example and then we will bring all this back to the question of “how do I know what to say in my marketing videos” by the end, I promise.
It is important though that you step back and find out more about the people you want to serve. Can you define them more closely? Are they looking for help? What are they doing to try to solve their problem?
Do they perceive their problem the same way you do? You need to test your assumptions. This is because we all live mostly in our own head and reality. Our assumptions may not match up to our customer’s reality or needs. Finally, even if they do need exactly what you have to offer, it doesn’t mean they are emotionally ready to buy, or financially able to do so.
If you have a desire to find out as much as you can about your customer’s needs so you can fine-tune your product for them, then you have a good start on creating a business out of your desire to help.
If the idea of changing your idea to fit your customer’s reality does not sound fun to you, as was my situation a couple of years ago when I was testing the waters on another idea, that’s fine. Just realize that it is going to be more challenging to build a business because you will have a product / service-centric model, not a customer-centric model.
And you want to know that BEFORE you spend a lot of time and money on video marketing.
As we teach in the DreamBiz Test drive course (one of the courses I developed out of a desire to help women with little or not experience starting a business) - you start out in love with your idea. What you have to do is fall in love with your customer.
And now we answer the question - What does all of this have to do with marketing videos - specifically, what should I say in my marketing videos?
Everything. You see, to truly bake video into your marketing strategy, communications and process, you need to be in love with your customer more than your idea. And you need to have that customer-centric approach documented in a Core Marketing Document that feeds all of your marketing communications.
This document is like a marketing strategy playground where you define and refine your customer, the problem you are solving for them, their pain points, and what they are doing now to solve the problem. It is also where you collect interview responses - their own words about the challenges they face as it relates to the problem you want to solve. You need to have a collection of phrases that describe the problem your customer has, in their own words.
It is where you document customer objections and strategize ways to overcome them. It is where you start to think about the customer journey through your sales process and relationship with your product. It is where you start to collect the top questions they have.
Once you have some detailed information about all of that, you will very likely see that a couple of the assumptions you made about your audience need to be adjusted.
Again, this is key - you want to know that BEFORE you spend time and resources creating marketing videos.
The question of "what to say" in your videos becomes very clear - your scripts will practically write themselves because your Core Marketing Document will provide a map for creating chunks of content that educate - blog posts for example - and writing up short scripts to create quick videos from those. We get into more detail about how to do that in our Video Content Strategy training, which is part of the Ultimate Guide for Fab Videos, Finally Done. (Currently being revised and will be released to our next group of clients in early June 2018).
In the meantime, if you don’t have your core marketing or sales copy document, you can download our Fab Videos, Finally Done Marketing Copy Worksheet at the bottom of this post to get started. You can also watch this quick tutorial for some actionable strategies as well.
I know this seems like a big assignment, and it will take a bit of time. Don’t get stalled here - it does not have to be perfect for you to get started on blogging and videos, because you will learn a lot about your audience as you begin to engage with them, too.
But let me assure you, this document will save you oceans of time in the future, because you will simply repurpose this information over many different content “chunks” over time.
For example you can review your blog content strategy plan through a video lens and dozens of ideas for short videos will pop out. (Our Video Planning Scratchpad is the power tool we use).
It will also make your marketing communications more effective and cohesive - and that is important in a world where your audience can run across your content on many different platforms, and will be easily confused by mixed messages from you.
When you get ready to create a batch of videos, you want to be sure that “what you say” is based on a realistic view of your audience gleaned from some research and conversations with them.
FREE FAB TOOL
Below is the link for the FVFD Core Marketing Copy Worksheet to help jumpstart your content marketing strategy. This is the document that will simplify your scripts when you video-fy your content strategy.
May 29, 2019: Update:
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Registration is now OPEN.
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Kala is the Founder and Executive Producer of the Ultimate System for Fab Videos, Finally Done