I’ve discussed getting your messaging right and let me emphasise now that it’s probably the most important thing in your video marketing strategy. The thing is, most people have a good idea of what message they want to communicate, but they are not sure how to do it. Or, they’ve been trying to do it, but it isn’t gaining much traction.
According to a late 2020 survey, 54% of viewers are demanding more video content from brands, so everyone feels under pressure to provide more and better content, but this can cause you to lose sight of your messaging and feel like you’re getting lost in the process.
Don’t worry, there are tricks to messaging too! There’s no big secrets and these tips aren’t even complicated, but I’ve decided to outline just a few handy tips that will help you when you feel like you’ve run out of ideas.
9 Out of 10 People Want MORE Video
In a crowded marketplace, where video is booming, it might sometimes feel a little overwhelming.
Firstly, you need to get the basics right. I’ve written several blogs that can help you get started with creating videos for social media. If you’ve arrived here, then you’ve probably started shooting videos and maybe run out of steam, or you’re stuck trying to plan your video marketing strategy because you don’t know where to begin.
In this article and the next, I’m sharing my six R’s that will spark plenty of ideas to either pick up from where you left of, or to build a video messaging strategy for your business.
SIX SIMPLE R’S
The six simple R’s, or rules if you like, to remember for messaging are: Recycle, Review, Research, Role Models, Real-Life and Rival’s (Content). Of course, you can call these whatever you want, but I find them much easier to remember this way (you may have noticed that I try to keep things as simple as possible!)
RECYCLE
First, look at the content that you have already shared, even if it wasn’t video. See what posts got the most likes and engagement. Look at the posts where people commented and it gained attention.
If they weren’t videos, then you can use those messages in video – and watch the response! I bet you’ll get even more attention when you post it in video form.
If they were video posts, then you can reshoot and rephrase them – use different wording so it’s not a total copy. People don’t necessarily see everything you post, so repurposing it isn’t a bad thing. Also, they may have seen it, but forgotten – the chances are that second time round, you are going to deliver a more polished version – so go for it. Sometimes you realise now they have 5x more followers who might appreciate this message, so it’s time to update it and share it again.
REVIEW
You can combine this with your last exercise. Review all the material you have that you have used in the past – from emails to clients, through Instagram, Facebook or maybe Pinterest posts. This isn’t about the actual content, but examining the kind of material that your audience responded to.
Consider your audience at that time:
A) Was it the right audience for that material?
B) Have you more followers now than then?
C) What kind of followers were you hoping to attract?
D) Did the post achieve its objective?
When reviewing what you’ve done before, you’re bound to have ideas about why it didn’t work, and what may work in its place. The premise may have been sound but maybe your direction wasn’t? You may not have communicated effectively, and know you could do better now.
My clients are genuinely amazed when they see how much comes out of this exercise.
It will also show what kind of material your audience likes. Those posts that were liked and shared – that type of material was seen as valuable so your audience will enjoy more of it.
So, if you see they respond to a “how-to” video – can you make more of these? Perhaps a series? Maybe everyone responded to a triumphant post – so you need to share more wins. You can really get a sense of how and what your audience respond to, which can help shape your strategy going forward.
RESEARCH
If you want to know what people want, ask!
Provide a poll or survey on your business Facebook page or LinkedIn, or whichever social media is your preferred platform. You can even send emails or post the poll in your newsletter. People love being asked what they want, and they’ll happily respond.
This actually works on two levels: 1) they feel valued and know that you’re listening 2) you’ll actually hear what they want from the source, so you can meet their needs better. This is an absolute win-win.
Sometimes I even tell my clients to record a video along with the poll – this way you can ask them what they want, direct them to the link in the notes, and I’ll bet this will be a popular post too.
Want to Know More?
In my next blog, I’ll share the final three R’s, so remember to come back and find out.
If you want to book a call or get some more in-depth 1-2-1 advice, please get in touch.
You can learn more about my signature online course, Visibility Matters, here.