At our video production business in Brisbane, Australia, I was talking with a customer the other day about creating some new video marketing content for their business, and it reminded me of a trap for companies to avoid. For many businesses looking to get started in marketing, they are eager to create video content to get their name out there as quickly as possible. I get it: raising brand awareness about what products you create and what services your offer is important. And it’s important to differentiate yourself from the competition.

But here’s where businesses fall into the trap: thinking that they are the hero of their brand story.

Don’t fall into this video marketing trap

Now let’s think about the power of storytelling for a moment. Apart from face-to-face physical contact, video is the most powerful way to connect with someone. Video connects someone with the ‘why’ behind a story, rather than just the ‘what’. Video takes the viewer on a journey much deeper than words or pictures even could, and it leaves a long lasting impression. Now that’s powerful!

So we know video content that tells an authentic story will engage customers on a deeper level.

But businesses often jump into marketing too quickly, failing to develop solid foundations around their core messaging and particularly their “brand story”.

They put themselves as the subject of their marketing content, thinking the videos need to be all about them, their products, their services, and why they are so great compared to anyone else. It’s 100% focussed on them.

But that really doesn’t resonate with customers.

It just comes across as though they’re talking all about how good they are and why they think they’re the most important brand. It’s too pushy, and is a huge turnoff. In an increasingly noisey online world, that’s a surefire way to make customers stop watching and scroll right past your video.

A small change of mindset that makes a big difference

It’s an easy trap to fall into. To solve this problem requires a small change of mindset. Let’s flip it around and change the focus off your business and on to your customer.

We need to remember that in this world people are naturally focussed on themselves and so people are naturally the heroes of their own stories.

So it makes sense that to resonate with a customer, they need to be the hero of your story too. A corporate video production company can help you develop a strategy around this.

Rather than us being the hero of our video marketing, make the customer the hero of your video content. Centre your video marketing content (and your whole business ideally!) around what benefits your customers, what their pain points are, and what solutions will serve them the best.

The power of a great brand story

Inc.com sums it up really well:

Companies and brands engage audiences on many levels. An advertising message focused purely on a transaction or the 99-cent deals at your local grocery story are met with an immediate yes or no reaction; most people will forget the ad several hours later. However, branded advertising that tells an authentic story engages people on a deeper level. This is what makes stories so powerful--they are memorable and lasting. A prospective customer will make a decision on whether to buy-in to a company based on its brand narrative. It makes sense, then, to consider your brand story and how it goes beyond the "you-buy-we-sell" principle and opens the door to connect authentically.

Creating customer-focussed video marketing content

So rather than marketing and advertising solely focussed on how great you are, here are some ideas on how you can incorporate your customer-focussed brand story into your video marketing content:

1. Highlight how a specific detail of your product is helping your customers

2. Create a case study or testimonial video telling a customer’s story: what their problem was and how your product or service solved their problem

3. Use messaging around how you listen to your customer’s feedback, and build this into your products

4. Produce a video on how your quick onsite customer service is really helping your customer on the ground

By using this small change in mindset, your clients become the focus of your advertising content, and they feel as though they are the focus of your business and your efforts. This will surely resonate a lot more with prospective customers!

It’s so effective, that I believe this is the best way for companies and organisations to communicate their messages and connect customers with their brands, products and services.

The ultimate trust builder

So next time you’re thinking about creating video marketing content, think “who is the hero of the story?” (remember: it’s your customer!), then think about how you can create video content that is centred around them and focussed on them. Your videos and marketing content will resonate much more strongly. 

This ultimately will build trust, which is the most important tool when it comes to selling.

Edwin’s Bio:

Edwin Davis - Creative Director of a video production company in Brisbane Australia. With 15 years experience, Edwin and his team help mining and manufacturing companies and brands communicate the positive impact they’re having, by creating videos that tell engaging human and project stories.

With a depth of experience across a wide range of digital media production settings, and strong customer service focus, Edwin and his team are able to solve clients’ problems and achieve quality outcomes for customers and their stakeholders.