- Take time to understand your audience before building your brand strategy and messaging.
- Always remember that when you talk to everyone, you reach no one.
- Studies show that 54%* of consumers want to see more video content from a brand or business they support (HubSpot, 2018).
This blog post was authored by Heather Harlos, Global Market Manager, Cloud and MSP and Anna Wehberg, Sr. Director, Field and Channel Marketing
As marketers, is there a better feeling than having a project you’ve toiled over for months come together perfectly? If there is, we want to know about your project because we’re about to share ours and we’re pretty dang pleased with this shiny new explainer video we just launched.
And, while we’d love to take you behind the scenes, wax poetically how our brand strategy informed the video’s concept, and toss around jaunty phrases about showing you how we made the sausage, we’re going to refrain politely. Or, at least we’ll try. Because as marketers who think the whole world should know about our amazing brand, we want to encourage you to consider your brand strategy and the messaging that you’re crafting about your business.
Consider these two bits of advice as you prepare your next marketing campaign:
1) Focus your message on how your customer benefits. You won’t go wrong with messaging that removes YOU from the center screen. Help your customers understand how they’ll feel when they have you working behind the scenes (quite literally) so they can focus on what matters to them.
2) Give your customers a front-row seat to your story. Studies show that 54%* of consumers want to see more video content from a brand or business they support (HubSpot, 2018). Pull viewers into your story through a well-produced video and watch your conversion rates soar. A survey conducted by Wyzowl shows that nearly eight out of every ten users have purchased a piece of software or app after watching the brand’s video (Wyzowl, 2018).
As a value added partner, think about how (and what) your services make your customers feel. Make your message about them, and make your video for them. Position yourself in the market for box-office success that leads to significant ticket sales!