No one likes being on the receiving end of a sales pitch!
Whether it’s cold calls on the phone, spam emails or even the classic door-to-door salesman! No one likes sales except for salespeople!
So, where does marketing fit into all this? Here’s a clue – there’s a reason it’s called video marketing and not video sales!
The term ‘sales’ refers to anything that leads to selling goods or services. In contrast, ‘marketing’ is building awareness of your brand, products and services.
In short, you have to do marketing first before you even attempt sales.
But the problem is that too many businesses start their video production journey with a sales mentality. They focus on creating promotional video content crammed full of information on features, benefits and blunt calls to action.
But these videos are a big turn-off for audiences, especially those who have never even heard of your brand!
You’ll not only stop turning off prospective customers with your blatant sales pitch, but you’re more likely to turn those leads into raving fans of your business!
Here are three things you can do to break out of that sales mentality and start building awareness of your brand through video.
start with a generous state of mind
If you’re near the start of your video marketing journey, you can’t make your first video a sales video.
If you’ve never had a video made for your business before, or perhaps you have, but it didn’t get any momentum, your audience doesn’t know who you are yet! So they certainly don’t want to be ‘sold at’ in a video!
Promotional videos that focus on benefits and features are fantastic marketing tools when done at the right time. But if you don’t have an audience yet, focus your attention on giving value instead of asking for money.
Help them. Support them. Get to know your audience and let them get to know you. Start building awareness of your brand through serving your audience and not selling.
This is content marketing in its simplest form – creating and sharing information online that drives interest, establishes expertise, promotes brand awareness and, most importantly, keeps your business top of mind with your audience.
identify your customers pain points
To start helping your audience, you need to find out what help they need.
And where do we all go when we need help with something? Google!
Right this second, your prospects search on Google for answers to their problems. They’re looking for an expert to help them.
You need to be that expert!
A simple set of ‘How To’ or ‘Frequently Asked Questions’ videos are a fantastic place to start. Ask your existing customers about their most significant pain points and determine why they came to you.
download your free copy of my video marketing roadmap
provide answers with video
Finally, it’s time to create some high-value video content to answer these questions and build your archive of top-quality video content.
The focus here should be on the level of the value you bring, the professional quality of the video is a close second, but if your content isn’t of the highest standard, you won’t get that retention and growth you need.
Remember, these videos shouldn’t have any selling in them. They shouldn’t feature heavy branding, to be honest. Instead, make them informative and entertaining. Your videos are where you show your brand has value and that you are the experts in your field.
If you want to be super-efficient, bulk up many videos in one session and schedule to go out on YouTube over a set period. Then you can plan social media posts alongside them and work on your next batch as the first set is going out!
If you want to grow a community of raving fans, you need to approach video marketing with a generous mindset.
Don’t sell to your prospects. Support them by creating content that solves their problems.
Stop selling. Start helping!