Saying that the consumer has changed no longer means anything. It's almost like saying that the earth is round and turns (laughs). But what still hasn't fallen into "chance" is talking about our beloved Inbound Marketing and the various strategies we can use to get closer and closer to this consumer who is so changeable.Undoubtedly, in recent months (and we dare say that even in recent years), one of the topics that have been the center of attention in the most diverse marketing strategies, especially when we talk about the digital scenario, is the use of content in audiovisual format.
Of course, this is no secret given the rise of social media in recent years. Today, it is estimated that nearly half of the world's population uses social media. for about two (minimum) hours a day, there are about 4.62 billion users. These are big numbers, aren't they?
Well, it is also known that this large number of users receive countless (almost countless) daily stimuli. You must have heard someone say that "if you are not paying to be on the internet, it means that you are what is being sold".
In case you didn't understand, the logic is simple: if you are not paying to expose yourself on the networks, using paid media and related products to sell something, you, as a simple user, are a database to be used for some purpose (LGPD to fight this movement).
The fact is that if you are reading this post, you are most likely looking to understand more about how to get your potential customer's attention using audio + video content, so let's go!
But first, if you're coming here for the first time, here's some background on Inbound Marketing.
What will you see in this post?
- What is and how to use Inbound Marketing?
- Why invest in audiovisual content?
- Videos help generate more interaction/engagement
- They are becoming easier to produce
- Audios and videos are practical
- Audiovisual content offers format diversity
- How to apply audiovisual content in Inbound Marketing?
- First of all, know your audience
- Make a script
- You don't need the best equipment, but you do need silence
- Make a good edit
- Be Consistent
- It's time to get your hands dirty!
What is and how to use Inbound Marketing?
Better known as Attraction Marketing, Inbound is nothing more than a methodology developed with a focus on impact.
One of the biggest pillars of Inbound is content marketing. Within it, the goal is to produce relevant, targeted and strategic content focused on bringing the right audience to your business.
The objective is to make the potential consumer reach your company through active and constant attraction.
For this, it is essential to know very well the audience you want to reach, as well as your customer's purchase journey, this will allow you to be more assertive in your marketing actions and in the production of content itself.
Within Inbound Marketing there are a multitude of tools that can be used, but the main ones are related to content: social networks, blog posts, email marketing, videos and any type of platform that generates traffic to the website or page. of your company.
Within these tools/means of communication, it is always very important to use keywords correctly, to get the best results on search engines (like Google).
Although media focused on outbound marketing also has its advantages, one of the main factors that lead many companies to have a greater focus on inbound strategies is that it increases brand visibility, directly reaching the right audience with less invested amount.
For example, investing in social media or blog content is much cheaper than investing in stocks at the point of sale. That's because, when you take your team to the point of sale itself, your stimulus will be received by several people and not just your target audience. As a rule, this logic makes the return on your investment much lower in Inbound.
Using smart data management to your advantage is crucial to having good results in Inbound! Therefore, it is very worthwhile to know more about Artificial Intelligence, Big Data, Machine Learning and Chatbots in order to apply them in your company.
Okay, back to the subject, what does all this have to do with audiovisual content? The answer is: everything!
The secret of marketing is to produce content where your audience is, and if they're consuming more videos, that's what you should do!
Shall we, then, get to know this universe a little more?
Why invest in audiovisual content?
Since 2017, the video market has been gaining more and more attention from consumers, and the pandemic scenario in 2020 has only brought an even faster evolution for this type of content.
Stories, reels, lives, IGTV videos, YouTube videos, TikTok — are several tools that use videos as part of their outreach strategy.
And what benefits does this strategy have in your Inbound Marketing strategy?
Videos help generate more interaction/engagement
Videos that speak directly to your target audience tend to generate more engagement: comments, saves, shares, reactions.
In addition, well-structured content, which actually connects with the consumer in its essence, can bring good results when we talk about attraction.
They are available to be viewed as often as needed at a time that is most convenient, depending on the type of device your lead is using.
They are becoming easier to produce
. Anyone who thinks that videos need to involve a large audiovisual production with countless transitions and cinema effects is wrong.
Digital media themselves have provided enough resources to produce interesting videos, capable of capturing the consumer's attention. The biggest "job", so to speak, is to produce a script/content that is attractive enough.
Audios and videos are practical
If one of the pillars of inbound is content, nothing is more certain than producing engaging content, right? The video does this job well.
A good video storytelling is able to reach a much larger number of people than written content (we have already proven this here at Mkt4edu, turning some of our blogs into videos).
This happens because people don't always have time to spend 7 or 10 minutes reading a blog post or article, audio and video content optimizes that time. People can listen to your content while in traffic, showering, having breakfast, or anywhere else that suits them best.
Audiovisual content offers format diversity
When we talk about audiovisual content, we are not necessarily talking about just a video itself. We are talking about the digital market!
And if someone asks me how the digital market works, I'll answer "with diversity of content, formats and strategies".
And of course this extends to audiovisuals! Production of podcasts, audio blogs, audiobooks, vlogs, interviews, webinars, lives, tutorials, lives sales
These are just some of the possible contents within this universe.
Now that you know that this type of content can help a lot in your inbound strategy, how can you apply this strategy to your business? Here are some tips to get you started!
How to apply audiovisual content in Inbound Marketing?
1.First of all, know your audience
Within Inbound Marketing, you already know that it is essential to know your audience, so this logic should also be applied to audiovisual content, such as knowing which audience you want to reach and understanding what type of content they want to see/hear.
Obtaining the profile and characteristics of who will receive this content is very important so that the content is assertive, strategic and uses the language of the audience you want to reach. After all, it's no use being 100% formal if your audience is made up of people who aren't so formal. Right?
Ah, another tip is to use the sales funnel to structure the content according to the stage of the funnel your customer is in. It is interesting to divide the content between each stage of the sales process so that you can constantly address all audiences.
2.Make a script
Avoid making content without defining a script. Remember that attraction marketing works as bait and, for that, you must say what connects with the audience of interest.
Define the central theme of your video or podcast, divide it into subtopics for clarity and then write what will drive your speech when recording.
This saves recording time and prevents your content from getting too wordy in the eyes of your potential consumer. Remember, your message needs to be clear! No need to take 5 minutes to explain something that can be explained in 1 minute.
3.You don't need the best equipment, but you do need silence
These days, home video production is increasingly common (and that's okay). Big productions generate big expenses, and for starters, you don't necessarily need all that.
But you need an organized, clean, visually unobstructed environment that allows for interference-free audio recording. You can use a headset/microphone to help with this.
You must think the following: if I were browsing the internet and I came across this video, what would I do? Would you go to the end? Would the noises disturb me?
These are very important points to consider!
4.Make a good edit
If possible make a good edit of your videos. Take out the auditory noises, try putting transition screens and maybe some elements.
As we've already talked about here, you don't need cinematic resources for this, use apps that help you do this work. Currently, there are a multitude of resources that can be used, even for free.
Be willing to go after these apps and editing materials, they can make a difference in your result!
Last but not least, be consistent! It is important that you have a calendar with the contents you want to record in audio and video. It's no use posting a video today and another 60 days from now.
If possible, try to plan the month now! So, you can go ahead with productions with more time to re-record, if necessary, edit and do whatever it takes to deliver quality content to your audience.
It's time to get your hands dirty!
Now that you know more about the need for audiovisual content within your inbound strategy and you've learned some really cool tips to get started, it's time to put all this into practice.
Always remember to study, as much as you can, audiovisual productions, the topics of interest to your audience and #let'spractice.
By the way, if you want to learn a little more about communication, enjoy and check out this post from our blog, Digital Content: Future Trends in Social Communication.
To the next!