Knowing your target audience is essential when it comes to developing a video marketing strategy. If you’re producing a corporate video or whether we are speaking about advertising, the better you know your audience, the more effective you will be. You see, you need to know more about them to appeal in a quick easy way so that they understand you can help them, driving their buying decision.
Video Marketing Strategy – What are the characteristics of a Marketing persona?
Essentially it’s the person who finds your product fits them well. They like you, they buy easily and they may be a great source of repeat business. Take a look at 2 or 3 of those clients and see what is the same about them.
- 30 – 45 years old
- Marketing or Business Development Manager
- Works in Training and Education
- Values creativity and quality of work
- Interests are spending time with family and watching movies
- Challenges are keeping up with the marketing landscape and producing their own content
Developing your knowledge
Essentially a persona helps you understand what your client is like. In the above example you would have a script that mentions family values and speaks about getting up to date content. If you speak their language and appeal to their interests, you seem LIKE them and that leads to TRUST that you know how to solve their problems.
Questioning your customers to know more about what they do and who they are is a great way to collect the information you need to create a persona and will ultimately help you create a flawless video marketing strategy . From there, your corporate video or web marketing video production has an underlying structure that makes sense.
To begin with, develop a checklist on items such as:
- Job Title
- Pain Points
- Favourite Sport
- Iphone or Android
- Technology or old school
These items should be tailored to your product and really resonate with a person that you can name, dress and speak to in your mind as if they were right in front of you. From one persona, you might find that two or three really hit your target market. It’s valuable to track your data from web tools (like Google Analytics) and social demographic analysis on platforms such as Facebook.
Essentially you are making a picture (check out this awesome blog by Hootsuite on personas: https://blog.hootsuite.com/how-to-create-audience-personas/) as you would develop in your mind if you spent time having a coffee or a quick conversation at a party. Once you have a persona, or two, then what? You need to know what your audience wants from you.
Target Audience Essentials for your Video marketing strategy
Defining your target audience is a must before producing content, as it will have huge impact on how your messages are understood. The closer your match with their needs and their language, the quicker you will translate that into new clients and sales.
The real key to this is that you MUST produce content that focuses on what you can do for your client. The client does not buy on logic, but emotion.
So no matter how good you are, you need to speak to the client in their language. What’s in it for me is the principle that all sales are made by.
As a production company we know that the most effective business video production is created when you know your audience and speak to them and FOR them.
If you’re looking at getting started on a video project, be sure to get in touch. I’m sure there will be some great tips and ideas that we’ll be able to assist you with. Stay in the loop by signing up to our newsletter.