Video content is ubiquitous in the digital world and has the potential to exert a powerful influence on viewers. It can evoke emotions, convey information, and incite actions. However, despite their potential, videos are often not optimally used as sales tools. This is because the creation and implementation of videos is an art in itself that requires understanding of sales and marketing. A good example of how to effectively use videos as a sales tool is demonstrated by Sven Steger with Life Of Media.
Understanding Your Target Audience is Crucial
A good promotional video knows its target audience. Often, production companies focus on equipment and technology in their promotional videos to impress clients. But an expensive camera won’t necessarily lead to more customers. What counts are the results. A promotional video is a sales argument, not a work of art. Therefore, the commercial aspect must be in focus.
The video should strike a perfect balance between craftsmanship quality and customer conversion achieved through the video. With targeted ads on social media platforms like Facebook, Instagram, and Google, the focus on the intended target audience can be enhanced.
Integration into the Business Strategy
The orientation and approach of Life Of Media is highly target group-specific and results-oriented, which has significantly contributed to the rapid growth of the company. Sven Steger, the director, cutter, and image designer of Life Of Media, places great value on immersing himself deeply in the respective business. This means understanding what value this communication path can offer a company.
A promotional video is a part of corporate communication and must therefore seamlessly integrate into it in the sense of brand consistency. This requires an understanding of the desires and needs of potential customers and the development of concepts that reflect the target group’s world of experience.
From Concept to Implementation: How an Effective Promotional Video is Created
Before a video is created at Life Of Media, a commercial analysis is first carried out. It is clarified which language usage is common in the respective business environment and what message the promotional video must communicate to win over the target group. The choice of communication channels plays a key role.
Subsequently, the specific scripting is tackled, that is, the question of which details are communicated in which wording. After the actual production of the promotional video comes the post-production, where Life Of Media works closely with the customers and coordinates with them in splitting the videos on the individual distribution channels. The final piece of a successful promotional video is the conception of targeted advertising campaigns on social media, which can significantly increase the reach of the videos.
In conclusion, videos can only fully unfold their potential as sales tools when they are carefully designed, produced, and used. They need to be targeted to the specific audience, seamlessly integrate into corporate communication, and communicate the right messages on the right channels. Only then can they have their maximum impact and have a measurable influence on customer conversion.
