Connecting with the target audience is key to selling your products and your message. It’s a foundational aspect of marketing, and it is essential regardless of what industry you’re in. The trick is engaging your target audience in a meaningful and creative way that builds a lasting relationship and keeps them coming back.
One of the most powerful means of connecting and engaging an audience is through online content. Content is king when it comes to marketing strategies — and not just written content. In fact, video marketing might be an even more high-powered tool for reaching potential customers.
Just shy of 90% of all marketers across all industries use some form of video marketing to reach target audiences. As most Americans spend hours a day watching online videos, it is a great way to connect. For some of the most high-stakes marketplaces, such as the healthcare, education, and government sectors, video marketing can be an essential tool in the marketing toolbox.
Covered in this article
Video Marketing in High-stakes Sectors
Although video marketing is a compelling way to reach most audiences, that doesn’t necessarily make it easy to do well. A well-done video marketing strategy not only speaks directly with the target customers, but it also must integrate company values, promote the brand, and create an engaging enough experience to drive them to conversions. A great video marketing campaign isn’t necessarily promotional on the surface; rather, it creates a relatable connection and seeks to build engagement.
In more high-stakes sectors, this connection is especially important. Potential customers need to feel valued and trust in the message the company is sending out. For instance, in the healthcare setting, video marketing has the ability to express professionalism, empathy, and reliability. The strategy allows the hospital or clinic to more easily set the tone and work towards building honest and trustful relationships with potential patients.
Video content is a great way to cut through the noise and directly to the meat of the conversation. It can also be a profound educational tool and is easily shared with other people. A multi-video strategy can pull people in, teach them about the services offered, and continue to build trust and engagement until conversions are reached.
In more high-stakes sectors, this connection is especially important. Potential customers need to feel valued and trust in the message the company is sending out.
Promoting Accessibility
A great strategy can really reach a particular audience, but it is also essential to ensure that the content isn’t unreachable or off-putting to certain sectors of the population. One core component of building a great marketing scheme is to make it attainable to everyone. This can be particularly challenging with video marketing, which means it is worth taking some extra steps to avoid some of the things that will tank a project.
Today, many marketing strategists incorporate some form of big data and data-driven marketing into their pitches. An aggregated data approach can help provide a more comprehensive picture of the demographics of a target customer base. More than that, the approach can analyze buying preferences and behaviors that allow marketers to make more precise decisions on the best ways to access and build a relationship with certain sectors of the population.
Many savvy marketing professionals in high-stakes sectors are also incorporating more accessibility-based features into the video marketing as well. These tools make it more reasonable for everybody to access and understand video content. Some web accessibility functions for video marketing include things like transcriptions and subtitles that enable a variety of different ways for a person to understand the content and gain something from it.
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Connecting With a Diverse Audience
In many high-stakes sectors of the economy, it isn’t just about getting an audience, but also about connecting with a broad and diverse set of people. Unlike some forms of marketing in a specific industry, many high-stakes sectors aren’t just looking to attract one demographic or target one specific audience. Sectors such as government, education, and healthcare are often looking to build relationships with an incredibly broad spectrum of people from all sorts of backgrounds.
Surprisingly, this goal can actually make building authentic relationships with potential customers more difficult. What is personalized and relatable for one sector of the population may not be even remotely relevant to a different portion. In a personalized video marketing campaign, addressing these concerns can mean the difference between reaching a goal of connecting with a broad audience and having a project fall completely flat.
Avoiding alienating a potential customer base should be a given when putting together a video marketing strategy, but how is that done? Perhaps one of the most powerful ways of connecting with a broad and diverse audience is to strive for a strategy that allows as many different types of people as possible to see themselves represented in the product. Data can also come into play here again by enabling marketers to use adaptive customization, which means sending out personalized content to a variety of different customers rather than one single broad message to everyone.
High-stakes sectors of the economy can be a particular challenge for video marketers. These sectors are especially sensitive to the need to build a trustful and responsive relationship with a customer base. Likewise, they need to remain accessible and engaging to a broad and diverse audience. Taking the time to put together a strong video marketing strategy that achieves these goals can be challenging, but a very rewarding accomplishment.
Luke Smith
