Feeling like your marketing is missing the mark? Competitors are racking up viral videos, your social accounts are getting stale, and let’s face it, social media is tough. But in this pandemic-era of social content fatigue, let’s not forget the wisdom of our marketing forefathers.

About the Business

Identify what distinguishes you from others in your field. Tailor your content and messaging to revolve around this unique value proposition. For instance, if you’re a real estate agent specializing in Mount Pleasant, your value proposition might revolve around your intimate familiarity with the area. If you have a favorite hobby or active lifestyle, be sure to include that right alongside your business.

Subject Matter Expert

Once people know you—and maybe even like you—it’s time to build trust. These videos are where you show off your expertise, or at least prove you can speak in complete sentences. And if that’s a stretch, remember, the teleprompter is your best friend. Trust is built over time, so I recommend batch-filming videos on at least five different topics. This way, you can drip-feed fresh content to your trophy clients every month or so.

Client Testimonials

Did you know that reviews and testimonials are the number one reason people make buying decisions? That’s right—the single biggest reason people choose your business is because others have given you a glowing recommendation. Client testimonials are marketing gold. The easiest way we’ve found is to ‘double dip’ during a custom shoot. Invite one or two happy clients to a beautiful location, and promise them ‘only 15 minutes’ of their time. Pro tip: a restaurant gift card is the perfect way to say thank you.

These videos are essential because, when positioned and leveraged properly, they serve as the perfect introduction to any prospect. Digital clout and views are irrelevant if your brand is built on vanity and confusing messaging. Start with the essentials, and pin them proudly to all your channels. In a tiny but affluent market like ours, when you finally grab the attention of your dream client, make sure you don’t forget the introduction.

If you’ve been overthinking your brand content and half-assing your way through video marketing, let’s talk. Get in touch, and let’s make some magic together.

Andy Lassiter is the owner and creative director of Keen Eye Marketing, a full-service digital production agency dedicated to serving local businesses in the Charleston, South Carolina area.