Six Secrets

talkvideo
6 Video Marketing Secrets Powerful
Brands Are Using To Win Business

www.adamandevie.com 2
Whether you’re pitching for new business
or trying to reconnect with your existing
customers, video is a powerful tool to
engage your customers and build a
relationship with them.
Successful businesses are already using
video in incredible ways to build brand
awareness, connect with their audience
and drive revenue, here we share with you
six video marketing secrets that you can
learn from straight away to win more
business.
6 Video Marketing Secrets Powerful
Brands Are Using To Win Business
talkvideo
www.adamandevie.com www.adamandevie.com

Successful businesses know their audience
inside and out, and they use this knowledge to
speak their audience’s language.
Whether it’s toning down your assertiveness when talking
to someone who is shy or cranking it up for the aggressive,
high-energy type, everyone is different, and catching on to
these subtleties goes a long way toward getting them to
hear your point of view. It’s exactly the same when using
video, who are your audience and what do they care about
watching? Too often, businesses use video that might
appeal to themselves without thinking of the customer,
some questions you should be asking:
Who are my target audience?
What do they actually care about?
How do I help them?
A retrospective video that focuses solely on your
workforce and what they do won’t drive
engagement within the viewer, whereas a
tutorial video that keeps the viewers interests in
the forefront will make sure they aren’t clicking
off the video. A strong video marketing campaign
begins with a strong strategy, and knowing your
audience is the ﬁrst absolutely critical step.
Successful companies know and understand
their audience1.

Successful companies know and understand
their goals2.
Knowing your audience is the first step, knowing your goals is the next key stage.
Of course, the end goal is usually always ‘win more business, make more money’ but its very rare that a single
watch of a video without any other intervention will convert directly into a sale. Big brands know that video
is just one step in the sales process and whilst there is always the ‘super objective’ the journey consists of
smaller, speciﬁc goals.
Your process might look something like this:
Attract attention and increase brand awareness
Educate the viewer into why our product/service is important to them
Demonstrate value to the prospect
Show thought leadership
Generate leads
Generate appointments
Show credibility
Overcome objections at the point of sale
Thank the customer for their purchase

https://youtu.be/iccscUFY860
Big brands know that prospective clients are at different stages of the sale
pipeline, and different stages require a different approach. This is why
John Lewis launch a heartwarming video advert in the ﬁrst instance to
attract the maximum number of viewers, but then further down the line,
use video testimonials and customer reviews just before the point of sale.
Knowing your goals in the beginning means your videos will have a strong
purpose throughout the production process and prevent you from
making costly mistakes, it also means that when you come to analysing
the success of your videos and campaign, you’ll know what you’re looking
for.

https://youtu.be/NWF2JBb1bvM
Successful companies focus on story,
not the sale3.
There are so many videos out there that
are actively repelling your customers,
we’ve all seen those annoying corporate videos that
sell, sell sell! Clever businesses focus on the story and
not the sale, they focus on giving value to their cus-
tomers. By not being pushy you are already raising
your game against your competition. It’s no secret that
emotion is what drives us all as human, but a lot of
businesses are creating content that doesn’t appeal to
the senses. Big brands regularly create videos that
have absolutely nothing to do with their product or
service, take this advert by Sainsburys for example. By
creating a powerful emotional connection through the
story, the viewer is moved, engaged, inspired, and
ready for more.

https://youtu.be/LyIzcg06pKA
Successful companies
play hard to get
4.
Big brands tease their viewer, they create a
buzz which then draws the viewer in rather
than going to them. They know that when they
create compelling content people will talk. Underneath
every video on Youtube is a comments section. Create
videos that will cause a conversation, that stirs debate
and just see how many of those viewers then start
commenting, liking and sharing it with their friends.
Don’t forget that Youtube is not only a search engine
and video hosting platform, but a powerful social
media platform. Be inspired by this Marmite campaign
which got people talking.

https://youtu.be/9yv_c8ayf8s
Successful companies understand our
tendencies, habits and behaviours5.
Knowing your target customer is one thing, but understanding the
psychology of people is another. Big brands understand how people work
both online and offline, one of the big things we like to do as humans is share, another
is that we subconsciously look for cues - we are more likely to watch a video that has
a lot of views already as it shows credibility, if a friend or family shares with us a video
and recommends it, we are more likely to want to view it. People will share content
they find exciting or interesting, because it makes them feel like they are giving people
value and putting themselves in a position of influence.
A genius example of how ASDA used subliminal cues to create direct sales is in this
video. In the video, ASDA used Zoella - an internet sensation, who already has over a
million subscribers to talk about baking cupcakes, along with ASDAs ingredients which
were on show was some product placement completely unrelated to the cooking
topic, but nonetheless, the viewers eye is drawn throughout the video to a ‘casually’
placed Bunny lamp. Sure enough, in the description below the video is a link to the
bunny rabbit product page on ASDAs website, along with all the other hidden products
in the video. Understanding how people tick often inspires powerful ideas for your
video campaigns. ASDA reported sales of 17,000 bunny lamps, from this video alone.
https://youtu.be/9yv_c8ayf8s https://youtu.be/9yv_c8ayf8s https://youtu.be/9yv_c8ayf8shttps://youtu.be/9yv_c8ayf8s

Big brands know the value of education, one of the most popular
forms of video online are ‘how-to’ videos and tutorials. When
people learn something, they feel rewarded and if a brand is seen to
be educational and helpful in this way, the viewer will keep coming
back for more. There’s nothing more powerful than showing
thought leadership and giving value in the form of education. But a
word of warning, teach them something about themselves and life,
not the product or service you offer. If you think that’s too risky, then
you can still add a call-to-action under or next to the video.
Successful companies are teachers6.
Thank you for reading, we hope you found this little eGuide helpful!
For more on how video can help your business, visit us at
www.adamandevie.com
www.adamandevie.comwww.adamandevie.com

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