One of the most critical things to understand about modern-day buyers is that they’re far less “emotional” than a lot of businesses give them credit for. They’re not making decisions in a split-second based on instinct — the 21st-century buyer’s journey is one that is filled with a tremendous amount of research and education before someone feels confident enough to pick one product or service over another. In order to take full advantage of this, you need to create content that supports EVERY STAGE of the buyer’s journey — not just the one at the end where a purchase is made, which you consider to be the most important. Not only does this approach allow you to “warm someone up” to the idea of making a purchase on their own terms, but you also do your part to help create an almost unprecedented level of consumer engagement with your brand as well. Leveraging the Buyer’s Journey to Your Advantage: Breaking Things Down Though it may be your instinct to try to turn a potential customer from a “prospect” and into a “buyer” as quickly as possible, you need to understand that people don’t actually think this way. They work hard for their money and want to make absolutely certain that it’s going to the right place before they ever even think about pulling out their credit card. Creating content that supports every stage of the buyer’s journey — regardless of how many stages there are — is your best chance at doing exactly that. When it comes to actually leveraging the full power of the buyer’s journey to your advantage, you first need to understand the intention behind each individual stage. Consider ones like: The Awareness Stage. This is when a prospect is experiencing some type of problem (or is looking for some type of […]
Read More
It doesn’t matter what type of business you’re running or even the industry that you’re operating in — the most important quality at the center of all successful marketing campaigns is and will always be a good story. Storytelling in marketing is certainly nothing new — not only does it allow you to take better control over the narrative of your brand, but it also gives consumers something naturally compelling and emotional to latch onto. If they can see themselves — even some small quality — within that story, sooner or later they’re going to be able to better identify with your business, too. At that point, you’ve done more than just help secure a sale — you’ve created a major competitive advantage for yourself at the exact same time. But storytelling in marketing is also going through something of an evolution over the last few years, and it’s one that couldn’t have come along at a better time. These days, the most successful brands know that their customer bases are more diverse than ever — which means that your approach to brand storytelling needs to reflect that. This simple fact has given rise to an era of inclusive storytelling and if you truly want to take advantage of it for yourself, there are a few key things to keep in mind. What Is Inclusive Storytelling? At its core, inclusive storytelling is exactly what it sounds like — it’s a way to frame your brand’s narrative in a way that engages consumers in sharing in the types of experiences and identities that they truly care about, thus creating an invaluable connection between your business and those consumers at the exact same time. To put it another way, it’s an approach that attempts to bring as many people into your brand’s story as possible in a way […]
Read More
According to one recent study, about 85% of all Internet users in the United States spend at least some of their day watching videos online. Another study revealed that, by as soon as 2022, online videos will make up more than 80% of ALL consumer Internet traffic — pointing to a trend that shows absolutely no signs of slowing down anytime soon. But to top it all off, one Facebook executive recently predicted that their own platform would be “all video and no text” by as soon as 2021… meaning that if your medical practice isn’t already investing heavily in video content marketing, now would be an excellent time to start. For medical practices and other healthcare professionals, in particular, video content can be a great way to resonate with your audience, reach new people with your message and grow both your practice and your billing — all at the exact same time. But it’s also important to remember that video itself is not a silver bullet. It’s nothing if not malleable — meaning that you need to take great care to choose the right formats that present your message in exactly the right way. Luckily, there are a few different types of videos that your practice can start taking advantage of immediately that will allow you to accomplish exactly that. 1. Explainer Videos Another recent study revealed that about 93 million Americans have searched for at least one health-related topic online. These people have important questions about how to lead healthier lives… and explainer videos are how YOUR practice provides the answers. Take five or so minutes to break down an important health-related topic in great detail. Not only will you be providing someone content that offers genuine value — the answers to their most important health-related questions — but you’ll also be going […]
Read More
There’s a common misconception that video content doesn’t have to tell a story. The idea that it just has to be short and informative has become the norm, but even the quickest videos need to tell a brand’s story. The most successful video content engages the viewer with a story that is tied to a brand’s identity. Here are three quick tips for storytelling in video content. Plan Ahead Before you even start filming, plan out your video content. Even short videos that are under a few minutes long need to be planned ahead of time. Take a moment to write out a script for the video, draw some storyboards or just jot down a quick paragraph describing the action on-screen. Even short stories need some planning in order to be told! Stories Aren’t Just Words Everything in your video tells a story. Think about how the sounds, background music, and your visuals tell your story. This is all about the details. If your video is filmed in a coffee shop, for example, you might want to add some soft background ambiance to make the story feel real and not empty. If your video features a well-dressed CEO, it might convey authority, but a more casually dressed actor may connect your messaging more strongly to your clients. Remember that every aspect of your video has an effect on your story. Review and Grow After you finish your first video project, take some time to review it with your team. Ask important questions about the video such as: How did it impact your targeted metrics? Did it reflect your brand’s identity or did it conflict with it? What changes would you make for future projects? That last question is the most important. Even if the video was more successful than anticipated, there […]
Read More
Are fighters just fighters? I recently got an opportunity to go inside the mind of Maryland native Micah “See Me” Terrill to better understand who he is, what he’s fighting for and what goes through his head right before the cage locks. Stories are powerful. You are showing the world your why. Your desire. Your impact. Authentic stories impact online communities in unbelievable ways. They engage, inspire, and empower others to feel something real. Check out the short video I put together. All the best, Tyrone
Read More
A video is a powerful conversion tool that we see many significant brands using every day on websites, email marketing, and social media platform campaigns. It’s something every business and personal brand can do. Learning how to tap into this trend can have a significant impact on your return on investment.
Read More
The key to a successful video marketing campaign begins with understanding your customers, defining your strategy, and a commitment to producing quality content that educates, empowers, inspires and entertains.
Read More
What type of videos are you using to engage consumers on your website? Have you considered adding video to your email marketing campaigns? What about social media? We recommend starting here with a professional brand, testimonial, an explainer video.
Read More
What drives your sales? Likes vs. Leads. The strategy behind your video production and digital marketing will have an impact on your return on investment.
Read More
Don’t miss out on an easy opportunity for your company to be discovered. Video marketing can be as simple as creating quick easy to consume videos that provide answers to the questions consumers are searching for on Google and YouTube every day.
Read More