Effective Video On Purpose – My 5 Big Tips
One of the topics I’m really passionate about is creating effective videos on purpose. The foundational questions of marketing, that existed way before the digital era began, are “why do people buy things?” and “how do people sell things?”. There are plenty of nuances and specifics that you can go into here but, at the end of the day, it’s all about creating an experience. My question is always: How can you create an experience without including, or perhaps even prioritizing, the human side of things? Simple answer: you can’t.
That’s why creating your video on purpose (as opposed to without real intention, planning and personality) is more vital than ever.
In one of our weekly “Hangout with Mentors” webinars recently we went into more detail on this and how important this is in our eternal attempts to truly connect with people and to humanize digital marketing. You can read the attached blogpost and see the full webinar here.
When you’re starting out, the whole process of video marketing can seem somewhat daunting to say the least. What you must remember though is, it’s okay to be nervous and it’s okay to make mistakes! The whole point of creating videos is to introduce yourself to the world, share your story and put a human face and connection to your brand – any of your initial fears and insecurities are part of this package! If you create an effective video on purpose, people will be so happy to see your face and to get to know the real you that any slight blunders or difficulties won’t be their primary focus. And if they are – well, these aren’t the people you’re meant to connect with anyway!
With all this in mind, I’ve put together a few tips to help give you some focus when getting started on your video creation journey and to try and help make the process a little less overwhelming.
5 Big Tips to Creating an Effective Video On Purpose
Keeping these 4 tips in mind will help you to state your claim, amplify your message
and inspire action – everything an effective video on purpose should do!
This is the first and possibly most important point. The key to creating a video on purpose is having a clear intention. What is it you want to say? What is the purpose of your video? How are you going to get this across?
It’s a good idea when you’re first starting out to actually write yourself a very thorough plan. Even if you don’t refer to this whilst recording, the act of writing it all down will help you to get things clear in your mind and make sure you don’t end up deviating too much once that record button is pressed and panic sets in!
That’s right, you get to choose! And the choice you make should inform the way you present yourself, the words you use, the main message and ultimate aims of your video.
If this sounds as though you’d be limiting yourself then think of it a different way: instead of a generalized offering that will most likely fail to engage anyone (in its attempt not to alienate anyone), you can tailor an inspirational and attention-catching video that finds its way to those particular people you most want to be communicating with.
Having a particular person or group of people in mind will also help you to communicate in a more personalized, effective way. It’s important that you don’t just talk at your audience, but talk to and with them. Don’t just talk about your product and your business, talk about yourself and your story to create a familiarity and dialogue that will allow people to connect with you on a real level.
There’s always a temptation to want to jump straight in the deep end and create a really elaborate, professional video with complicated editing and design features. Don’t! The more important part, especially in these early stages, is making sure you get your message and your story across in an engaging and personable way. No special effects required for this, just your commitment and good energy.
Concentrate on the first two tips above when you’re in the early stages and you can’t go too far wrong. If you want to experiment later on when you’re feeling more comfortable and you’ve got a core viewing audience then there’s plenty of time for that.
Video marketing is not about creating one video and anticipating a multitude of people will come rushing to watch it, you need to think longer term than that. Your video on purpose marketing strategy should include a sustained action plan with a schedule for regularly recording and uploading videos.
Think of each video like a date, with your viewers getting to know you and to connect with you a little more each time. Formulating a plan that is realistic & deliverable will go a long way to building likability, trust and loyal followers. How often can you upload new videos? Will you upload on a set day? Will you have a series of videos that are all linked together that you can release over a certain time period? These future goals aren’t made to overwhelm you but the opposite: getting a viable and effective plan of action worked out from the beginning will give you the ease of knowing you are ready to start your video marketing for real.
It can take time to build a real following but if you ensure that you create all your videos on purpose, you will get there in the end and the benefits will be so worthwhile.
5. Think about the next step!
Lastly, don’t forget to think about and include your Call-to-Action at the end of your video! What is the end aim of your video? Do you want viewers to like, share, comment, go to your website? Perhaps all of the above! Whatever your CTA is, share it with your viewers at the end. If they’ve watched right through, chances are they’ve really connected with you and what you’re saying so this is a good time to get them to sign-up for the longer journey at your side.
Your call to action may be to simply invite them to connect with you on Facebook, or subscribe to Your Youtube channel. You may want them to opt in to your capture page to find out more, receive your emails/newsletters/value snippets etc… The intention of your call to action needs to be clear and should be aimed at building rapport & connecting.
I hope these few tips will help to get you on your way to creating some amazing video on purpose. Like, comment and share so that your friends, loved ones and colleagues can benefit from them too.
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