When it comes to marketing your business the first thing you have to do is find your focus. If you don’t know who you are targeting, what you are selling, or what your message will be… well then why are you making a video?
I want to get my name out there. I want people to know my brand. The more they see me the more they will come and buy. While all of that is true to a degree if all your marketing is focused on brand awareness I can guarantee you are not getting the return that your business deserves.
Let me take you through a story to illustrate my point. Recently my wife and I were looking to buy a new car. Now we knew about Ford, and Honda, and Toyota, and a whole host of other brands. But that is not what made us buy the car that we wound up with. Honestly if we were just dealing with brand and brand awareness driving our car purchase we would have stopped at the first place that had the word car and just bought whatever was there. But that is not what we did.
Rather we spent time researching all the different brands. The first thing we did was go through the marketing material on the different types of cars offered by each brand. Their products so to speak. We chose the mid sized SUV for Ford, Honda, and Toyota. What finally sold us was the great reviews and the marketing for Toyota about how great their product was and the features and benefits of ownership. There were also videos, commercials, YouTube videos, etc that helped sell us the idea of Toyota more than the other brands. That is what good marketing does, it educates your customers so they make a purchase decision with your business and not someone else. Marketing is not about just getting your name out there. It is about sharing your story and developing a trust with your audience so that they feel like your product is going to meet their needs whether those be spoke or otherwise. But that is a topic for another day.