The Importance of Going Beyond Pain Points in Product Video
We want to go a little deeper into a topic of product video we found recently when reviewing a 2016 piece from Tubular Insights. Expert Ayelet Weisz described how brands must dare to go deeper than just sharing content covering product pain points. By this, he means that there are, of course, the usual benefits and drawbacks to each of your company’s products or services.
These product video pain points are the subjects of daily conversations with prospects and customers. There are no debates on these points because they are easy to compare with competitors’ offerings and are clearly expressed in product specifications and marketing and advertising materials. We would venture to guess that your customers liked these pain points or felt they could accept them because they were pleased with the overall value of your product or service.
You can produce general marketing content for these established customers, but you also need to develop appropriate content for people who are on the fence. Here, Foundation Digital Media strives to help you and your business step up your video marketing efforts to achieve real results and establish your brand.
Consider Your Potential Customer’s Needs
We would like to believe that brands share content with their audiences because they know what they need. However, routine product video content that you commission from other video providers to create on your company’s behalf may not reflect research or may be developed based on old research. This could be a mistake if the content falls short of your audience’s expectations and does not justify its development costs.
At Foundation Digital Media, we are here to conduct appropriate research into the best ways to present an angle (not a pain point) about your product or service. We guarantee that we will find a powerful storytelling method. We love to use our video production talents to construct different assertions because the product pain points are details target audiences already know. We know they want and need a bit more convincing before they will make a purchase from your company. Otherwise, they wouldn’t be on the fence!
Think of Video Production as Aggressive Marketing
Do you think that an entire crew would show up to a movie set and collaborate for a few months if they believed the resulting picture wouldn’t be released to audiences? We bet not because then they would not see a purpose for their work. They would feel their talents had been wasted even if they were compensated. They would want to find other projects for which their efforts would yield a larger impact.
We like to think of commercial video production services as essential marketing to video audiences, especially those containing Millennials and Centennials. Right now, the latter group may be growing up, but they are forming opinions about brands under their parents’ guidance. Each year, more of them will transition to making their own buying decisions, and the marketing efforts you have invested in will be of utmost importance to them.
Video Marketing and Viral Leads
Remember, video marketing is a potential source of viral leads because it’s easy for people to watch short clips and to share them via mobile devices, particularly with their friends on social media platforms. YouTube is a major channel where people will go to learn about every topic under the sun.
What’s more, YouTube results can be placed by your brand so they will appear in a Google search for the keyword phrase they entered. Many consumers nowadays set their search engine preferences to limit their results to videos. This is because they prefer watching videos as a quick way to assimilate new information. When you use Foundation Digital Media as your video production service, you’re assuring that your videos appear in customer’s searches and get shared to all of their friends.
For more details on addressing and going beyond product video pain points with video marketing, please contact us today. Our staff includes some of our industry’s most regarded and respected DP’s, editors, and producers, and we produce videos that establish your business’s brand.