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Who is your buyer? With video marketing becoming more prevalent and effective in terms of marketing, companies must pay closer attention to who they are marketing to. The buyer persona is the representation of your ideal or most likely customer. To define who this is, a wide range of data must be considered. The goal is to determine who is most likely to buy your product. When you do, you then can create ads to your business.

When you target ads at your most likely buyer, it is possible to increase sales. Your marketing ROI is better because you are reaching more of the people most likely to buy from you. The question is, how do you define and use that buyer persona to achieve these goals?

Gathering Data Is Essential

The goal first is to determine who is the target market or buyer persona. A wide range of data can help with this, including information about who is buying your product now, why or when they are, and how they do so. You also want to consider more than just demographics. For example, where are they learning about or seeking information about your company? You want to know what type of technology they are using, too.

Once that data is in hand, it is then possible to develop videos that either portray that buyer or work to attract those people to your product. When you do this, you can achieve significant growth within your business.

What You Can See Happen

Video is an excellent way to use your buyer persona for the best possible outcome. The reason is simple – it is visual. When people can see others like this or when they can interact with stories and messages that they respond to, they are more likely to buy from you. The benefits may include the following:

  • More people will click on your ads and videos. Some studies report that click through rates using video like this can increase by as much as 300 percent.
  • Your customers are more likely to take action after watching your video. They identify with the person they see and, as a result, are more willing to buy.
  • They may buy more because they feel more comfortable with you and your product. When your video allows them to relate to them, they end up more willing to spend.

The key here is identifying your buyer persona, developing video to attract them, and then being ready to deliver. You should keep this persona as part of your brand, which means all segments of your marketing campaign should focus on it. When you achieve this, you see your company’s growth occur. You see more sales. And, you develop more followers who know and trust your brand.


Posted in: Getting Ideas, Making Decisions

Imagine that you’re sitting in front of a group of three-year-olds, explaining who Abraham Lincoln was. Now imagine that you’re recounting his life story to a roomful of high school students. While the topic may be the same, your presentation to your young audience will be vastly different from the one given to the older listeners.

Knowing your audience is key to creating content that will resonate. While it’s easy to tailor and refine your message in face-to-face communication, it can be a challenge to customise it for an audience that is largely invisible. Keep reading for a crash course on how to get to know your audience.

Identifying Your Audience

Just as you customize face-to-face communication to reflect the needs and interests of your audience, your video content should be designed to best reach your virtual audience. Clearly, that’s going to be really tough if you don’t even know who they are.

Market research used to be done almost exclusively by large organisations, but today, businesses of all sizes are using market research data to better target and understand their customer base. Fortunately, technology is up to speed with the times, making it easier than ever to conduct formal or informal research.

If your brand is on social media (and it definitely should be), look at your followers. If you’re a new company or you simply need more insight, browse through your competitors’ followers. What age groups do you see? Take a look at their profiles. How do they spend their free time? A young adult with disposable income and a passport has different needs from someone juggling the responsibilities of their career and home life.

Ultimately, your goal is to get as many details as possible about the people that you’re reaching.

Creating Personas

Communicating with nameless, faceless followers is tricky, so why not give them a name and a face?

Once you have an idea of who your audience is, it’s time to build customer personas. Customer personas are detailed descriptions of each of your ideal customers, describing things like income bracket, life phase, behaviours, interests, marital status, habits, and any other defining feature you can think of. Give each persona a name, and think of it as an actual person rather than an abstract idea.

When creating a video, refer back to your customer personas to ensure that your message, tone, and content are all relevant to them.

Putting Yourself in Their Shoes

To further connect with your audience, step into their world. Take a look at how they communicate with each other in public forums; are they formal or casual? Do they use jargon?

People naturally trust others who they feel are most like them, so if possible, emulate their tone and vernacular in your video marketing campaigns. Just remember, you don’t want to be the “cool dad” at the birthday party who uses terms and references that he really doesn’t understand. If you can’t mirror their communication patterns naturally, then just don’t.

When it comes to building meaningful connections with your audience, there are no shortcuts for taking the time to understand who they are and what motivates them.


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