Target group analysis and persona development
Before companies start producing videos, a thorough target group analysis is crucial. It is important to know the potential customers exactly and to understand their needs, interests and preferences. By creating fictitious customer profiles, so-called personas, the company can specifically address the needs of the target group.
Video types for customer acquisition
There are various types of videos suitable for customer acquisition, each pursuing different goals: 1. Commercial (Goal -> Direct Customer Acquisition) Commercials serve direct customer acquisition and are designed to attract the attention of potential customers and prompt them to take specific actions. A. Corporate Film: A corporate film presents the company or brand in its entirety. It conveys the corporate culture, values, and visions to gain the trust of potential customers and strengthen the brand image. B. Product Presentation: A product presentation showcases a specific product or service, highlighting its advantages and benefits. The goal is to spark the interest of potential customers and encourage them to make a purchase decision. C. Customer References: Customer reference or case study videos feature satisfied customers and their experiences with the company or product. They aim to build the trust of potential customers and make it easier for them to choose the company. D. Testimonials: Testimonial videos use well-known personalities or customers who speak about their positive experiences with the company. This strengthens trust in the brand and encourages potential customers to have similar experiences. E. Recruiting Film: A recruiting film is targeted not only at customers but also at potential employees. It showcases the corporate culture, work environment, and career opportunities to attract qualified applicants and retain them in the long term.
2. content marketing (goal -> informative and then customer acquisition)
Content marketing videos initially aim to provide informative and valuable content in order to attract potential customers and be perceived as experts in their industry. High-quality content builds trust, which leads to long-term customer acquisition. A. Explainer videos: Explainer videos are informative and provide solutions to specific problems or questions. They demonstrate the company's expertise and attract potential customers who are looking for relevant information. B. Tutorials and instructions: Tutorials and how-to guides add value to the target audience by helping them complete specific tasks or solve problems. This strengthens brand loyalty and positions the company as an expert in the industry. C. Industry insights and expert interviews: Industry insights videos and expert interviews showcase the company's expertise and knowledge. They attract potential customers who are looking for relevant information and insights into the industry. D. Storytelling videos: Storytelling videos can also be used in content marketing to build an emotional connection with the target audience. They tell inspiring stories that arouse the interest of potential customers and increase brand awareness.
The optimal length of video content
Viewers' attention spans are limited, so the length of video content is crucial. Shorter videos often have a greater impact and are better suited to platforms such as social media. However, there are also situations in which longer formats are useful for presenting complex content comprehensively.
Platforms and channels for video content
Choosing the right platforms and channels is crucial in order to reach the target group effectively. YouTube is one of the most important video platforms for customer acquisition, while social media platforms such as Facebook, Instagram and LinkedIn also play a significant role. The integration of videos on your own company website should not be neglected either.
Video SEO and video optimization
Video SEO is very important for videos to be found by the target group. This includes the selection of relevant keywords and the optimization of descriptions. Technical aspects such as video sitemaps and structured data should also be taken into account in order to improve the visibility of videos in search engines.
The role of emotions in video content strategies
Emotions play a central role in customer acquisition via videos. Emotions can create a deep connection between companies and customers. Storytelling techniques make it possible to use emotions specifically in videos and address the target group on a personal level.
Performance measurement and analysis of video content
In order to measure the success of video content, relevant key performance indicators (KPIs) should be identified. Video analysis tools enable companies to monitor the performance of their videos.
In conclusion:
However, it is important to emphasize that video content strategies should not be viewed in isolation, but should be incorporated into the company's overall marketing strategy. A holistic approach that incorporates video as part of a comprehensive marketing mix can significantly increase the effectiveness of customer acquisition. In this context, cooperation with an experienced marketing agency plays a decisive role. A professional agency can not only provide support in the conception and production of high-quality videos, but can also use various communication channels such as online PR, websites, SEO and social media to promote the distribution and visibility of the videos in a targeted manner. A holistic marketing agency has the necessary expertise and experience to seamlessly integrate the video content strategy into the company's overarching marketing activities and thus achieve the greatest possible success in customer acquisition. We at ROCC Film are happy to work together with our partner SEO Support. seosupport GmbH is Germany's leading agency for search engine optimization and sustainable brand development. Its 50-strong team of experts in Berlin and Munich supports companies in the areas of SEO, ads, online reputation, SEO positioning and financial market communication. Since its foundation in 2006, the agency has been 100% owner-managed and is headed by managing directors Sebastian Petrov and Vincent Sünderhauf. They are known nationwide as leading experts in visibility and digital brand positioning and have published seven specialist books seosupport
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