[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text]When marketing your business, it’s important to remember all of the key marketing goals that exist throughout the customer lifecycle, such as: creating brand awareness, generating sales and nurturing brand loyalty beyond the sale. But, to start at the very beginning, let’s talk about creating and enhancing brand awareness.
The use of video marketing has grown significantly in recent years, because it is hands-down the most effective way to share information, engage an audience, and prompt actions from your viewers. Video marketing might just be the most powerful way to create and enhance brand awareness, because it offers a sensory rich experience for the viewer.
Video can express what your brand stands for, portray a look and feel that is representative of your brand, and tell the complete story of your brand in the most powerful and memorable of ways.
Creating Video Content to Generate Brand Awareness
Video content is a powerhouse tool for establishing brand awareness, but also for enhancing it, because video is much easier for audiences to consume than text, and it is also easily sharable.
If boosting brand awareness is one of your video marketing goals, the only way to get started is with a solid video marketing strategy. Here are some important tips for creating your video marketing strategy for building brand awareness:
1. Identify your target audience
If you want to enhance brand awareness, it’s important to identify and understand who is in your ideal audience. You want to attract more of the types of people who are interested in your brand’s products or services.
So, get started by identifying your prime audience demographic or persona. You’ll want to think about basic descriptors like age, location, sex or ethnicity, but you may also want to drill down further to identify key details that pertain to their personal, lifestyle or buying habits.
2. Identify and show your brand identity
Video is especially strong at enhancing brand awareness because in addition to directly or verbally conveying information about your company and its products or services, video conveys information indirectly through visuals, fonts, colors, sounds, tones, pacing and more.
Just as you’d want to use brand logos and colors consistently across all of your professional representation (print collateral, website, presentation items) you’ll want to use stylistic elements consistently as well.
Maybe your videos all use a certain type of music, maybe they are all very brightly lit, maybe they feature a certain color scheme, or maybe they are all filmed in a similar cinematic or technical style. Think about what visual, audio styles and special effects that might represent your brand the best, and create content pieces that all adhere to these style guidelines.
3. Create different types of video content
Variety in the types of videos you create. Certain types of videos are highly effective at generating brand awareness, including:
- Product demonstrations – Show off your products and services while demonstrating their use or special features. Videos that demonstrate how your products or services work can be very effective in boosting brand awareness, especially when their creative elements reflect your brand identity.
- Micro video content – Shorter video content has proven to be much easier for viewers to consume, especially on mobile devices. Viewers are also more likely to share micro video content on social media, thereby helping you spread brand awareness.
- Guides – How-to guides and tips help establish your brand as an authority. By fostering your reputation as a brand authority, your videos will be more likely to earn outbound links from other websites, thereby spreading awareness of your videos to new audiences. These are also great ways to nurture existing customers who may then be more likely to introduce others to your brand.
4. Create video content that is unique
You want your brand to be memorable right? There’s no better way to do this than with the unlimited creative potential of video content! In order to stand out, take advantage of the value video offers to you with regard to creative options like casting, scripting, editing, style and more. Professional video production companies even offer programs you can make use of to get more creative power behind your video content.
The types of video content that are the most effective at increasing brand awareness are videos that stand out, whether they are funny, profound, emotionally stirring, or motivational. Hit your viewers in at least one of these areas, and you’ll be sure to captivate their attention, and enhance their engagement with your brand.
5. Optimize your video content
Optimizing your video content for SEO (search engine optimization) puts your content in a stronger position to be found organically in search, which is an essential part of spreading awareness of your brand. Optimizing means using related search keywords in the title and description of your video along with links embedded into the video and in the description.
This will be seen as favorable by search engine algorithms and will help boost your search engine ranking. The higher your search engine ranking is, the more exposure the video will have on search engines like Google.
6. Create mobile-friendly video content
Nowadays it is crucial to produce videos that are mobile-friendly. A large percentage of your audience will be viewing videos from their smartphone or tablet.
If your videos are not mobile-friendly, you’ll lose this portion of your audience. It will also hurt your mobile SEO, making it more difficult for mobile audiences to find your video content.
7. Promote your video content
Publishing video content online these days can mean competing with hundreds and thousands of other brands and similar pieces of content. Enhancing your brand awareness can get a considerable boost through promotion – both organic or paid.
Just about every online platform, including social media platforms, now offer paid options to promote videos or video ads. Or, simply engaging with viewers on your video comment sections and making sure that all of your videos have links and social share buttons embedded on them can help enhance unpaid promotion and therefore spread brand awareness.
Creating High Quality Video Content
It’s worth noting that although following these tips are a crucial component to your video marketing strategy, making high quality video content is just as important. While there are some platforms where casual homemade video content can work, every business should make use of video content that has been produced with professional video equipment, experience and expertise.
Remember you only have one chance to make a first impression, and the growth of your brand awareness depends on it. It can be much more efficient and effective to work with a professional video production agency; they’ll ensure that your video content is of high quality, but also that it hits the mark with regard to your brand-awareness boosting strategy.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][/vc_column][/vc_row][vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/1″][vc_column_text] [/vc_column_text][/vc_column][/vc_row]