Hello, friends! Today, we are diving into how to use video marketing to grow your business. In case you missed it, the world recently endured a global pandemic and as a result, there have been significant changes in consumer behavior. Now more than ever, video marketing is a powerful tool that can help your business stand out in a crowded scene. My mission is to help you maximize your video content’s potential through the use of your brand mosaic. Your brand isn’t here to survive, it’s here to thrive, so let’s get to it!
The Brand Mosaic Strategy
Once upon a time, in the world of branding, simplicity was key. Brands aspired to be a singular, unchanging entity – a monolithic presence in the hearts and minds of customers. They adhered to the mantra of one story, one voice, and one catchy tagline. This approach aimed to etch a consistent, easily digestible image into the consumer psyche. But times have changed. As a result, consumer behaviors have evolved in ways that few could have predicted. For example, this modern age is full of constant connectivity and boundless information, ushering in a new era of consumer expectations. They seek something more. Variety, trust, and engagement are the new keys of influence.
Enter the “Brand Mosaic” strategy. A mosaic of artwork is made up of diverse, seemingly fragmented pieces that come together to create a beautiful whole. Your brand is that piece of art and can represent a mosaic of stories. Instead of one narrative, your goal is to convey multiple facets of your brand, and business, and why customers should notice, engage, trust, and buy from you. Therefore, the ideal way to achieve this is through video marketing.
Step 1: Define Your Audience
The first step in creating your Brand Mosaic is truly understanding your audience. Try asking questions like, “Who are they?; what drives them?; what challenges do they face?; what do they value?” These questions hold the key to unlocking a deeper connection with your audience. But this isn’t merely about demographics or statistics; it’s about understanding the human beings who engage with your brand. It’s also about recognizing their hopes, fears, desires, and needs. This empathy is the cornerstone of a compelling brand narrative that has truly resonated with your audience.
While understanding your audience’s current state is crucial, it’s equally important to envision who they want to become in the future. After all, you’re not just offering a product or service; you’re guiding your audience on a transformative journey. By crafting a vision of their future selves – a vision that your brand can help them reach.
Here’s the catch: understanding your audience isn’t a one-time endeavor. Rather, it’s an ongoing quest. Use data analytics, social listening tools, and customer feedback to stay attuned to the ever-shifting currents of your audience’s needs and desires. This real-time insight will empower you to adapt your video marketing strategy, ensuring it remains relevant and effective.
Step 2: Diversity Your Content
Now that you’ve laid the groundwork by understanding your audience, it’s time to get creative with diverse content. For your brand mosaic, you’ll be choosing from a spectrum of topics to paint a vivid and multifaceted picture of your brand. Your video marketing strategy should be an assortment of content, each representing a different aspect of your brand’s identity. Think of it as a palette of topics, each contributing to the rich tapestry of your narrative. These topics encompass not only what your business offers but also the stories, values, and experiences that shape your brand.
But how do you determine which topics will resonate best with your viewers? The answer lies in research. Fortunately, there are powerful tools at your fingertips to uncover the interests, questions, and curiosities of your audience.
SEMrush
This versatile tool provides insights into what keywords your audience is searching for. By exploring the most relevant and frequently searched keywords in your industry, you can identify the topics that are top-of-mind for your audience.
Google AdWords
Google’s own advertising platform offers an abundance of data on keyword trends and search volumes. AdWords can help pinpoint the specific search terms that are driving traffic in your niche.
AnswerThePublic
This user-friendly tool acts as a window into the questions and topics people are curious about. By entering your industry or niche, you can access a wealth of real questions that individuals are asking on search engines.
The Seven Pillars of Content
Now that you’re armed with knowledge from your research tools, you can formulate a content strategy that resonates with your viewers. In order to maintain diversity in your messaging, I like to follow what I call the “Seven Pillars of Content”. These pillars cover aspects of your brand and ensure that you appeal to different moods and preferences.
1. Trust
Trust is the bedrock of any successful brand-customer relationship or any relationship for that matter. To instill trust, share stories about your history, values, and lessons you’ve learned along the way. Let your audience see the authenticity of your brand.
2. Authority
In a world flooded with information, establishing your brand as an authority is paramount. Use your videos to showcase your deep industry knowledge. Share insightful quotes, compelling statistics, or the latest research findings.
3. Sales
While the primary goal of any business is to generate sales, your video content should approach this pillar with finesse. Avoid a pushy or overtly salesy tone. Instead, highlight what’s new, different, or improved about your products or services.
4. Engagement
Encourage interaction with your audience by sharing engaging and sometimes unrelated content. Additionally, offer behind-the-scenes glimpses into your business – show the human side of your brand. Share interesting tidbits, or trivia, or even ask thought-provoking questions.
5. Fun
Of course, don’t forget to add a healthy dose of fun to your content. As I mentioned in the last pillar, show the human side of your company. To do so, highlight your team members, share their experiences, or simply have fun together.
6. Likeability
Your audience wants to connect with people, not faceless corporations. For example, spotlight different individuals within your organization, allowing viewers to get to know the people behind your brand. Share their stories, passions, and unique contributions they bring.
7. Call to Action
Every video should have a purpose. The Call to Action (CTA) pillar is where you guide your audience on their next steps. Whether it’s subscribing for more content, downloading valuable resources, or registering for events, a well-crafted CTA encourages specific actions.
Incorporating these seven pillars into your video marketing strategy ensures that your content appeals to different areas of your audience’s interests, emotions, and needs. By embracing this diversity, you create a dynamic Brand Mosaic that captivates, informs, and encourages. This will ultimately forge stronger and more enduring connections with your audience.
Video marketing is your gateway to success in today’s dynamic and Internet-focused business world. Now that you know how to use video marketing to grow your business, embrace the Brand Mosaic to create a memorable brand identity. I can’t wait to see what you create!
If you’d like to read more about Brand Mosaics, read this next!
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