We all know the power that videos can have for brand messaging, especially for attracting new users. But where do you start when it comes to implementing videos into your strategy?

More importantly, how do you ensure that the videos are perfectly positioned to capture your target audience's attention?

Today, we'll answer that question and show you how adequately positioned videos can be the key to unlocking a steady stream of new visitors.

Let's jump in!

Why Video Marketing?

Video marketing is one of the most effective ways to reach potential customers and engage them with your brand. 

Videos are more engaging than simple text and images – they can better convey emotion, tell stories, and capture a viewer's attention.

Besides, research also shows that videos contribute to higher conversion rates and better search engine visibility. That makes them a critical part of any successful digital marketing strategy.

Video marketing is a powerful tool for attracting and engaging new users – but only if you do it correctly.

That's why positioning your videos is so essential.

Content/Market Fit: The Key to Perfect Video Positioning

The key to successful video positioning lies in understanding the content/market fit for your target audiences. That is, you need to understand the kind of content that will resonate with your potential customers.

Not all content is created equal, so you need to tailor your video content to the interests of each specific audience. Know what they want, need, and expect from your brand – then create videos to meet those needs.

For example, suppose you're targeting millennials. In that case, you can create videos that showcase the latest trends or focus on technology and innovation. 

On the other hand, if you're targeting baby boomers, you may want to create videos focusing on nostalgia and history.

Of course, this might be an oversimplified example. The actual content/market fit for each target audience will depend on your specific products, services, and industry.

The idea is to create content that resonates with your target audience, so they will be likelier to watch and engage with your videos.

The million-dollar question is: How can you build an effective video marketing strategy that positions your videos perfectly?

Let's explore the fundamental steps:

1. Create an audience persona

The first step is to understand your target audience, so you can create content that resonates with them. To do this, you need to create an audience persona.

An audience persona is a detailed description of your ideal customer. It should include demographic information (e.g., age, gender, occupation) and lifestyle information (e.g., interests, hobbies, values).

By creating an audience persona, you can better understand your target audience and create content that appeals to them.

Consider the stages of your sales funnel when creating your audience persona. This will help you create content that speaks to each step and allows them to move down the funnel.

2. Map out the customer journey

Once you understand your target audience, it's time to map out their customer journey. This means you need to know how they interact with your brand – from when they first discover you to when they purchase.

Doing so will help you identify where potential customers are most likely to encounter your videos and how you can optimize their placement for maximum effectiveness.

For example, suppose you find that most customers discover you on social media. In that case, you should focus more on creating videos for Twitter and Facebook.

Or, if you find that most of your customers come from organic search results, you can create videos for YouTube and optimize them for SEO.

3. Create videos to target each stage of the funnel

Once you understand your audience and their customer journey, it's time to create videos targeting each funnel stage.

You should tailor your videos to the needs and interests of each specific audience and match their expectations for your brand.

A typical funnel consists of four stages: 

1. Awareness
2. Consideration
3. Conversion
4. Retention

For the awareness stage, your videos should educate viewers about your industry and position your brand as a thought leader.

Examples:

• Industry news roundups
• Educational tutorials
• Videos featuring influencers or experts in the field

For the consideration stage, your videos should demonstrate how your products/services can solve their problems.

Examples:

• Product demos
• Product comparison videos
• Case studies

For the conversion stage, your videos should focus on helping viewers decide to purchase and conveying the benefits of doing so.

Examples:

• Videos featuring customer success stories
• Promotional offers
• Customer testimonials

Finally, for the retention stage, your videos should focus on building loyalty and creating a sense of community around your brand.

Examples:

• Videos featuring customer feedback
• Events or activities hosted by your brand
• Fun videos to keep customers engaged

By creating videos that target each stage of the funnel, you can ensure that your videos are perfectly positioned to attract and retain new users.

4. Optimize your videos

Once you've created all of your videos, it's time to optimize them for maximum effectiveness. This means making your videos visible and accessible to potential customers.

Ensure that your titles and descriptions are optimized for SEO. Also, embed your videos in the right places (e.g., your website and social media channels) so they are easy to share.

You should also use data to track and analyze the performance of your videos so that you can make adjustments as needed.

For instance, you can track which videos are performing the best and use that data to create more content similar to those videos.

Suppose you find that specific videos are not resonating with your audience. In that case, you can adjust the content or tone of those videos to better appeal to viewers.

Iteration is critical in optimizing videos, so keeping track of the results and experimenting with different approaches is essential.

It's all about consistency

Video marketing is a long-term strategy, so it's essential to be consistent with your efforts.

Creating and optimizing videos takes time, so ensure you regularly produce and update new content.

This will help keep your content fresh and relevant, which is essential for attracting and retaining new users.

Finally, you should also measure the results of your videos to determine which strategies are working and which need to be adjusted.

By leveraging the power of video and optimizing your content, you can position yourself perfectly to attract new users. 

So start creating and get ready to reap the rewards!