Do you know your audience?
Do you know your audience? The question is how well? A joke with my marketing contacts is we've almost nailed down the details for the daily decision of boxers or briefs. We don’t “really” know which underwear you wear if you’re a client of The Concierge Office Suites, but we have known quiet a few clients over the years. We have been in the executive suite business providing business concierge support for our clients for twenty-five years as of October 2020. We have had a ton of conversations with our C-suite executives, evolved entrepreneurs, and accomplished professionals about all kinds of things. Another joke is we can solve all the world’s problems in a coffee break. We have seen all kinds of changes in our industry and how technology has and continues to shift how we all work. Information is power. With ALL this in mind, have you really explored who your ideal client, buyer persona, or audience really is and how they may want to interact with you or your brand? The follow up to this is... do you really know how badly people also want to ignore your marketing messages? No one EVER wants to be sold something, but they just might consider being served through education or entertainment better yet - edutainment. This is where the impact of video can help.
Video beyond social media
If you know your audience, you also know where they like to hang out online. If your audience is hanging out online you also want to generate interaction, curiosity, entice them to learn and eventually buy from you. We know from years of experience and research that video has the greatest influence, especially in social media. What if your clients aren’t on social media? You might consider all the ways you could use video beyond it. Have you thought about incorporating video on your website? Think about those frequently asked questions? Perhaps create a “how to” video explaining something about your service or product? What about sharing a video in a digital newsletter or email? These video opportunities to connect reach far beyond social media.
Organic reach and video
Hootsuite, a social media management platform, declares that organic reach is in decline. I just want to add, “Duh!” Anyone posting to market their business and has been posting in social media specifically Facebook since January 21, 2009, and the rest of the big three - Twitter and LinkedIn, has seen a tremendous down shift in business organic reach. Specifically noted, video currently has the greatest impact in organic reach and that’s in about all forms within most social media platforms. When you add these social media platform facts along with Google being the top performing search engine and YouTube the second performing search engine, this equation points toward the use of video. Now, my burning question is what are you going to do with this information? Are you incorporating video in your marketing - yet? Have I prompted your curiosity to explore the opportunity that video offers?
We hope you have defined who you want to share your video experience. Here are a few resources that might help you with defining your “who” that might engage with your video:
- Consider your buyer persona. Hubspot says it "is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.”
Here’s a link to their buyer persona templates.
- What about your target market? Hootsuite says, “A target market is the specific group of people you want to reach with your marketing message. They are the people who are most likely to buy your products or services, and they are united by some common characteristics, like demographics and behaviors.”
Hootsuite offers some 7 tips for marketing research in this blog post and they offer a buyer persona outline. This post offers some business to business research tips, too. Remember businesses are made of people. People buy from those they know, like and trust.
- What about your ideal audience? We thought these questions were worth asking your audience before you develop your video campaign:
- How many videos do you typically watch in a month or a year?
- How frequently are you online?
- Where do you typically hang out online?
- What’s your biggest struggle with (list a topic you think they might connect with)?
- What would you want to know more about?
- What’s your favorite way to learn online?
Your audience is out here.
If you have the "who," the next question is where and how will they experience your videos? Are you ready to reach them where they are?
Are you hearing a cash register ring? Is it ringing with all the connections you’re going to make through engaging video? I’m here to tell you that it is possible to create your own video(s) to reach your fans and customers. You might even be shareworthy with your very own DIY video! Wouldn't it be awesome to know how to video your content and have a video production team to add some bells and whistles for you to really shine? If you know your audience, it’s possible to develop video content to reach them.
We're watching emerging marketing trends and how business connecting is shifting. At The Concierge Office Suites we’re here to help you reach your full potential. Getting your message out is all part of how we help our clients. We want your connections to be effective. We support your business and personal goals. We are all about providing shortcuts to make life better.