So no one is watching your videos?
To get views you need to be relevant to the customer’s situation or need. And to be relevant, you need to get your context right.
When we’re in the bubble, we can get excited about our offer or brand. But often, what we think is important is irrelevant or meaningless to our customers. Finding the right context, is finding the story the customer needs to hear – and not sharing the story we want to tell.
The first step in ensuring a video is watched is having a clear understanding of the stages people go through on their journey to becoming your customer, so you can identify how to be relevant to them at that stage and at that time.
Understanding the phase your customer is in will help you figure out when they should be presented or served a piece of content, and creates the context for what information they need at that point You may find people are at varying stages in the process to choosing your product, and a one generic video won’t work for everyone.
Moving from the abstract, a very obvious example would be launching a ‘how to use our new sprinkler head’ video in the middle of winter. It’s out of season and the customers mind – therefore out of context. Being relevant and contextual is about applying discipline and researching customer needs.
Let’s say you have a brand new product that does something really unique, There’s no point creating ‘how to use’ videos if people aren’t even aware you’re new product exists. Your customers aren’t there yet – first you need to make them aware of your offer – so the right video to create might be a launch video or an explainer video that generates awareness and creates demand.
The best way to find your context is to put yourself in your customer’s shoes.
- What do they know about you now?
- What research can you pull from your website or support team to try and uncover the reasons they might not buy your service or product?
- Are they an existing customer or a new one that you’re trying to acquire?
- How do they currently interact with you, if at all?
Answering these questions will help you find the stage your customers are at, and by understanding this context, will drive the content you make and how you distribute it.
So, in the digital world to create customer relevance, we need to understand who our customers are so we can offer them the right content at the right time to create a context which has meaning for them.
If you can nail context, you significantly drive up your engagement with your audience, and getting your videos viewed.
We want to help you make the right videos, for the right customer at the right time.
It’s our job to keep ahead ahead of new platform changes on the ways to help get your video watched or found. And, to make sure when customers find it, we have the right calls to action so customers actually click, either to your site, page, join up or link to buy.
We’d love to hear from you, because we know we can help. At the end of the day, we all just want results.