February’s Momentum meetup focused on the role video can play in the development of your business. This informational and inspiring discussion was led by Seth Wingate, founder and owner of Twin City Media, and Adam Flasch, assistant director at Twin City Media.
Our two creative entrepreneurs provided an analysis of how video can be a positive catalyst for your business, if used effectively. Flasch, taking a page from Simon Sinek, explains that people don’t buy what you do, they buy why you do it. He outlines a customer’s unconscious journey from the awareness/emotional stage to the purchase/rational stage. First, in the emotional stage, we want customers to engage and become aware of our business or product. Next, we want to elicit a response from our customers and have them begin to interact with our business. Finally, in the rational stage, we want our customers to convert and purchase our product.
In terms of video, you first need to develop strong brand positioning through storytelling and shared values. In storytelling, it is important to make the customer the primary focus while shared values can create a sense of closeness between the brand and the customer. After creating a connection with the customer, you want them to engage socially through service details, walkthroughs, company FAQs, sales representatives, and landing pages. The advocate stage, Flasch explains, follows the engagement stage and is unique to video marketing. Customer advocacy is about ensuring the customer’s satisfaction with the product. We can do this through personalized thank you’s, CRM-driven milestones, and instructional videos.
In video marketing, knowing your audience is key. Utilizing a customer avatar worksheet with diverse demographics, Twin City Media helps businesses determine their target customer. With their unique worksheet a businesses can analyze the behaviors your target demographic habitually exhibit by asking clarifying questions about search history and social media use. Finally, Flasch suggests you delve into a target groups psychographics by asking what their short-term and long-term goals are, the current challenges they face, and what motivates them.
Garnering customer information is essential and equally as important is communication with your videographer and editing team. Wingate gave tips when contacting a video production company. The first goal is to begin with an end in mind, making sure there is an agreed upon and understood purpose to your video(s). The second goal is to find the right partner given your business needs. The third goal is to stand firm in your concept and flexible in your budget; don’t give up on something just because it is ‘expensive’. Consider video marketing a long-term investment, capable of converting customers for years, and add it to your budget accordingly. The fourth and final goal is to stay involved in your project and monitor its progress frequently.
CCE is grateful to Seth and Adam from Twin City Media for an engaging and inspiring conversation. Momentum returns on March 18th focusing on the Future of the Food Economy with local Margaret Neff, founder of Cobblestone Farmers Market & Beta Verde and Keith Durst, Principal in FOC from NYC. Join us!