The most common misconception of the term marketing is that it is interchangeable with “Advertising”. This is a HUGE oversight. Marketing is not just advertising. A misunderstanding of this concept is a big part of the reason why some businesses struggle to secure new clients/customers/sales. Too often businesses focus on only their advertising, rather than the entire new client/customer experience (hence: Marketing). Marketing is marketing and advertising is only one of the 5 Ingredients of a Tasty Marketing Plan.
Video Production, or Video Marketing, has a place in each and every one of these steps. Video production can also carry further into the client experience after they purchase for new client onboarding, etc.
Ingredient #1: Advertising
Just remember that I never said it wasn’t important!
Just because it’s listed first, however, doesn’t mean it’s the most important. I’m going in chronological order here!
Advertising is listed first because it’s the first step. Basically, advertising in its true form simply lets people know that you exist. Your main goal is to build awareness of your brand. It’s very important to remember that your ads DON’T MAKE THE SALE.
Don’t try to sell in your ads. Just don’t. People don’t know you, they don’t have a relationship with your brand in anyway, they don’t trust you. Why would they? They just heard of you. Don’t make the mistake of trying to sell in ads.
Instead, trust the process. Build a COMPLETE client experience and marketing plan.
Video in advertising should capture attention and help people feel a real emotion that you want to be associated with your brand. This you see quite often in web commercials and TV commercials as well as those longer Viral-Style videos.
Ingredient #2: Promotion
Promotion is also often mistaken with advertising. It’s, again, not the same thing. It builds off of the brand awareness created with advertising, but takes it one step further. Promotion gives people a real life experience with your brand.
Maybe they get to try your product at a store or a trade show. Maybe they get to see you in a parade. That’s promotion.
Take the image you’re building with advertising and make it real.
Video in this section should document client and prospect experiences. Documentary style coverage of your trade show or conference is one way. Testimonial videos, first look videos, first impression videos, etc. are all good ways to use video with promotion.
Ingredient #3: Publicity
Publicity is a big part of a real marketing plan. It’s often overlooked as something that just “happens”, but it can be very much orchestrated as well.
Now, it’s important to draw the kind of attention that goes along with your brand. While all publicity is, well, publicity, there is a line to where it may damage your brand image.
The most important thing after an event that damages your image is your response. Do you point fingers or own up and “grow” from it. The reason why “there ain’t no such thing as bad publicity” is because it gives you a moment of the public’s time to show your real character.
Don’t waste it and, most importantly, be honest and real. People appreciate that more than anything.
Screenshot or it didn’t happen! If you want something to go viral or be public, it starts with making sure it’s on video!
Ingredient #4: Public Relations
Remember when I said, don’t waste it? Hence, Public Relations. When good or bad things become public, it’s all about what happens next. If you can get the people affected to laugh about it or be grateful for how you responded, that’s a win. If you attempt to lay blame and point fingers, people won’t forget that.
Make your decisions wisely and don’t let your ego get in the way.
Make sure your values are clear in your videos and in any response to publicity.
Ingredient #5: Sales
Yep. Sales. It’s part of marketing. When you’re crafting a client experience the final step, where they actually become your customer, is very very important. You need a plan for this in order for your marketing plan to be complete.
Good sales strategies typically are educational, empathetic, and don’t rely on giving unsolicited advice. For long-term relationship building, techniques that rely on creating fear, uncertainty, or doubt are very poor choices.
Instead, working with you should be empowering.
Position yourself as a believer and be honest and true to your beliefs. Don’t be afraid to commit to something. Too many times people get caught in trying to people please or become what the customer wants. This evolution of “the customer is always right” is a few steps too far. You need to remain true to your values and your service integrity.
People tend to respect people who believe in something more than those who don’t. Don’t forget that, but be assertively kind as you communicate it.
Videos play a role in the educational process of sales. If someone really needs to understand something it’s better to have it clearly documented in a video so they don’t just have to take your word for it. It creates what I call a “Second Opinion Effect”. Ever notice how people don’t really believe you until they hear the same thing from someone else? Yep. The “Second Opinion Effect”. Video can help create this in your sales process without an extra person there.