06 Feb Behind the Stream: The Art of Awareness
Most businesses know they need video, but are they using it the right way? Video is about connecting with your audience at the right moment in their buyers journey.
The first stage of that journey is Awareness. Awareness videos aren’t sales pitches– they’re about showing your audience that you understand their challenges and making them feel seen. Before someone cares about what you do, they need to know you get what they’re going through!
This week we’re breaking down the strategy behind awareness videos—why they work, how to craft them, and real examples in action. Watch and learn how your business could be using video to start meaningful conversations the right way with your audience!
Beth: One of my first lessons in business and sales was around the buyer’s journey. So most people have heard of this. It’s been around for years and years, but basically we go on a journey to buying something. We start by being aware of our pain that we need to fix in some way. Then we go into considering a solution about it and then deciding on that solution. Good video marketing involves making videos for each stage of that journey.
Awareness videos– I love this old adage that I heard somewhere along the lines that people don’t care how much you know until they know how much you care. And this means that you are using your time, whatever time you get in front of people, in this case, videos, to really show that you understand what they’re up against. And that usually means something emotional. People, if they’re looking for a plumber, there’s probably an emotional pain attached to that particular need. So getting really clear on what the pain is for your customer is what it’s all about.
It’s just getting those people to raise their hands and say, yeah, that’s me. So we’ve put this into practice several different ways. Over the year, we’ve had ads, quick hit videos, but recently we are doing a series where we’re getting super hyper targeted, and we talked about specifically SaaS companies and their pain as it relates to sales and growth. So here’s a couple of awareness videos that we put together that specifically address a SaaS company’s pain points.
Beth in Video 1: You know that your SaaS company has a great product for your potential clients and your customers, but are you engaging those potential customers and your customers in the best way?
Beth in Video 2: Is your SaaS company struggling to connect with the right people and convert them to sales?
Beth in Video 3: If you haven’t properly onboarded your clients or given them all the information they need to properly use the software, or you’re actually just attracting the wrong people that the software is made for? Customers can feel unsupported if they don’t hear from you on a regular basis And unsupported people can get a little noisy and work against you in your marketing and sales efforts.
Beth: So creating videos, just that touch on this pain helps you identify your audience. You’re not trying to convert people in this video. You’re just trying to show them that you understand them, and then once they have identified themselves, then you can move on to creating more videos for their next step of their journey.