When the conversation turns to creating a video for the Internet, the goal is to produce a video that goes ‘viral’. But this line of thinking doesn’t make sense if you’re a marketer, especially if you’re a B2B marketer. Remember it’s not about getting everyone and their brother to watch your video, it’s about getting your target audience to watch your video.
Broadcasting vs. narrowcasting your videos
It’s impossible to be all things to all people. That’s why when you create a video that’s designed to appeal to a broad audience it’s never that effective. Rather than produce one video for all of your personas, a wiser approach is to create multiple videos designed to appeal to each persona. This is precisely what the definition of narrowcasting is.
Why it’s a more effective way of marketing
A video that is narrowcasted is not designed to go viral. It’s designed to appeal to a particular target audience. The more your video is focused on a narrow, niche customer, the more likely it is to achieve the effect you want i.e. higher-quality leads and greater sales conversion.
How to ensure you're doing it correctly
Like all marketing that causes results, effective narrowcasting of a video begins by having an in-depth understanding of your target audience. You need to go deeper than just knowing their title, who they work for and some general industry insights. More intense persona research must be done, such as interviews with your target audience. This kind of research will allow you to uncover rich pain points and insights that you can incorporate into your script which will translate into a video that truly resonates with your target audience.
Need assistance with narrowcasting your video? The team at Get Lift can assist you with the entire process. Contact us for a complimentary consultation.