MAKING SOCIAL VIDEO WORK FOR YOU
A TOOLKIT FOR GETTING STARTED
You will learn how easy, inexpensive and impactful it can be to use social video in your marketing campaigns.
A new chapter will arrive in your inbox every day, with a new challenge to help you create your campaign step by step.
PART 2: BRAND VALUE AND KEY MESSAGES
In the first part of our series we introduced the key principles of understanding your digital audience, and gave you a downloadable challenge sheet to help collect your insights. If you haven’t gathered your insights yet, you should revisit part 1 now. It will only take about 20 minutes and you’ll be in the best place to move onto achieving the objective of finding the sweet spot between what your audience needs and what you can offer.
STEP 1: WHAT IS THE VALUE THAT YOU OFFER?
We aren’t talking about your services or products, but rather the value you hope to offer your customers through your services or products. What is the value that they carry?
We thought we’d take this opportunity to show that we follow our own advice. So, in this chapter, we’ve used Barrio Digital as an example. We sell consultancy and training services. But what clients actually buy is expertise in areas of digital marketing, or a solution to an organisational problem, or a campaign to increase sales, or a way to develop and retain their employees.
STEP 2: WHAT IS YOUR FOCUS FOR THIS YEAR?
This is where we marry your business goals with your marketing goals. To do that, your business goals need to be clear. What do you want to achieve for your business this year? Then it’s time to identify how you’re going to communicate those goals.
This week’s challenge sheet will help you get to the essence of what you offer and how you want to be perceived, by capturing your goals and then finding your ‘one word for the year’. A word for the year will help you focus your messages; what do you want people to think or feel when you communicate. Try finding a word for each goal and then choosing the most important one.
STEP 3: CRAFTING YOUR MESSAGE
There are 3 types of messages that you should aim to communicate:
- Value: This message should communicate what your customers will receive when they buy from you
- Emotion: Appeal to the human emotion of your audience; demonstrate how you can make them feel
- Connection: This is all about connecting with your target audience; being at the same level or sharing a passion
MAKE SURE YOU DON'T MISS THE NEXT CHAPTER
Have you signed up to our free course?
Every day we send you an email with the next step of the MAKING SOCIAL VIDEO WORK FOR YOU series. This is a practical course delivered by email over 6 days.
Make sure you do not miss any of the steps by signing up below.