Many marketers struggle with coming up with great ideas for video ads. They believe they need to be innovative and extra creative in order to capture the attention of their target audience. They believe that they constantly need to be inventing new content, after all, just how much is left to say after you’ve said all you can think of about your company?
However, this way of looking at video marketing is all wrong.
It’s actually quite easy to generate new ideas. How? The K.I.S.S. principle applies here—”keep it simple stupid!” You let others create the ideas for you. That’s deviously easy. Although there are countless ways to achieve this goal, below are just three of the best strategies to make the most of your video marketing efforts.
The important part is it is not about the imagination—it’s about the usefulness of the thoughts on your movies:
1. Look to Your Current and Prospective Customers
We’re not saying your customers should create the videos for you (although that is another persuasive video strategy—reviews and user-generated content), however, they can provide you with the fuel to get them off the ground.
You only should have the right mindset to get those thoughts to fill the tank.
Be on the constant search for customer requests and suggestion. Each and everyone is a great reason to make a video.
Here are a few examples:
Questions to your sales staff: whether they are asked on the phone, online or in-person, questions are a great excuse to make videos. If one person has a specific question, rest assured more people have the exact same one. When questions come in, save them, and then address them via video so other clients and prospects can benefit from the answers.
Contact form admissions: any internet form submission is an opportunity to make a video as well. If the response to that submission is one that might apply to other clients, use the answer as fodder for your video.
Search query outcomes: if you are using pay per click advertising engines like Google Adwords or Bing Ads, then you’ve got several video ideas waiting in your “Search Phrases” reports. When anyone clicks on one of your advertisements, the actual words that clicker typed into their browser is going to be recorded on your accounts under “search phrases”. Oftentimes, these search terms are in the form of full-sentence questions. Over time, you can see trends in the kinds of questions searchers are inquiring. That is a fantastic sign for the type of material you need to cover in your videos. The more commonly occurring the issue, the better chance it will result in a compelling video response.
Popular blog posts: in case you blog and are using Google Analytics to monitor your site, check to determine which blog articles maintain the highest average time on page. It’s not a failsafe method, however, it is often a fantastic indicator of what type of content your prospects engage with the most. Obviously, this is a great sign that similar articles could make for a compelling, useful video.
In addition to this last point, you can always turn to the comments left on your blog posts to collect ideas for your videos. Some lesser-read articles may even contain “customer gold” in the comments section that you can use to inform a video idea.
What better way to be persuasive than participating in the discussions going on between members of your target audience? At the same time, you’ll be entering the dialogue going on inside many of their heads right now.
Again, there’s no need to be overly creative here. Provided that you speak their “language” and learn what matters most to them, your video will be helpful and that is the way you want your marketing videos to be consumed.
Amazon is the best possible places to discretely hang out around the customers you’re trying to sell to. You can do some valuable reconnaissance on your prospects when they feel their most uninhibited. In other words, you can see them being completely genuine, so you can trust these comments more than elsewhere (say from a survey, focus group, or even somebody else’s study conducted on the topic ).
The point is to pick up on client’s key pain points. What interests them? What bothers them? What issues seem to be commonly occurring that spark discussion among your prospects?
Client Questions and Replies
The first place to begin is the”Client Questions & Answers” section under the item description and relevant products. Should you sell a skincare item, you’ll want to pick up on queries that your typical users may have by looking through a competitor’s product page. You could easily make 3 separate videos from the consumer intel you found here:
One about the possible constraints of the product (i.e.,”does it eliminate acne scars?”) , one about the best approaches to follow post-use (i.e.,”what goods or actions should I use/do after using the item?”) , and one about the best procedures to trace pre-use (i.e.,”how should I prepare my skin for most efficient use of the item?”).
The next place to look is simply below the Questions & Answers section to the “Customer Reviews” section.
Here you are going to get just as valuable input for compelling content. In fact, it’s another source of “hot button” issues as well. Not because you can handle some concerns regarding your merchandise, but you can use your video to refute common misconceptions or untruths concerning your products.
Maybe there is a very simple method to enhance the performance of your product that people do not know and are upset about. Perhaps it is being used in a way that isn’t perfect and the potential customer ought to know of it?
Really, it’s ideal to look for negative comments here— identify issues or challenges that come up with you or a competitor’s product. Why? Because you would like to be viewed as useful and educated concerning the issue at hand. Addressing the positive and well-known elements of your product category isn’t necessarily as helpful to those watching your videos. You will stand out more and become seen as helpful by addressing issues your target audience finds contentious and needs help with.
A side-note for this is to listen to testimonials that many individuals find helpful (you’ll see this number over the star rating provided in each customer review). And the more individuals find a negative review useful, the greater an issue for you as well as a good opportunity to make a useful video for current and prospective customers.
All this you can do with any review website—it is just that Amazon is very popular and you’re very likely to get more thoughts from it.
Oftentimes you must embrace the negative, it’s from dissatisfied clients and prospects that you can learn (and benefit from) most.
3. News of the day
The next way to generate persuasive video marketing ideas without having to resort to extended brainstorming sessions would be right in front of you. All day daily. You only have to turn on the news and find a continuous stream of articles hour after hour that you could adapt for your own profit. You can piggyback freely on current events and talk to your own industry. If it’s popular at the moment, odds are people interested in your product or service wish to know more about it.
How do you leap on current news in a timely, effective manner? Here are a few strategies to do that so you can store content suggestions for your video immediately:
Feedly: a useful repository for all of the information you care to stay up on. Whether it’s a trade journal, the New York Times, a YouTube channel, blog, or any other content—you can add it into a (free) Feedly account to stay on top of it all. What’s more, it is possible to save stories to return to afterward, share with staff members, and track folks to find out what they are publishing
Twitter: if you have any type of knowledge about the industry you compete in, it is likely that you understand which hashtags to follow. An easy #[insertwordorphrasehere] to the Twitter search bar will pull all present conversations about the subjects your prospects care about. This is another goldmine for the real “hot button” problems your prospects feel, along with the actual language they use to describe it.
You can also follow your industry thought leaders, customers, or whomever you are interested in monitoring so you are able to get their tweets instantly delivered to you while keeping abreast of current events.
Google Alerts: a simple solution that Google has provided for quite some time. Much like Feedly, you can type in any sort of subject, publication, phrase, or person to receive email alerts on the topic as they occur or on a weekly or daily basis.
Other news aggregators: there are a number of other handy programs to collect ongoing news stories that you care about. Some of the better-known solutions include Flipboard, BuzzFeed, or The Skimm, and they all have mobile apps to take with you on the go.
These are just 3 of the simplest methods to generate video advertising thoughts without needing to turn your brain on all the way. Another bonus? Every single one of them is 100% FREE. Again, you just have to keep it simple and organize your video content around people who matter most: your prospects clients and current customers.
Creativity is not a bad thing, but being creative for creative’s sake can take time away from other tried and tested ways to drive your viewers. So use these kinds of ideas to kickstart your video marketing efforts, and forget the creative planning sessions you thought you needed.