In an earlier post, we established the importance of targeted video content for your marketing endeavors.

‍

But how do you know what kind of person you should be targeting in the first place?

‍

Let’s take a step back and start by figuring out your perfect client profile.

‍

Your Client’s Persona

Have you already established personas for your ideal clients?

‍

Your personas should outline specific characteristics about the type of people that need your products or services the most and who you’re trying to sell to on a regular basis.

‍

These personas should sound like real, complete people who have desires and emotions.

‍

Be specific here:

‍

• What is their age, occupation, gender, and marital status?
• What hobbies and interests do they have?
• Which beliefs about themselves or the world drive them to action?
• What makes them tick?
• What are their biggest struggles?

‍

You can have more than one client profile for a given product or service. However, be sure to stick to one client profile to target when developing video content.

For instance, if you’re selling cloud accounting software, you might have the following two personas.

‍

Mary, an accountant mother in her forties who works at a large firm:

‍

And Alex, a single freelancer in his early twenties who loves to travel:

‍

Both of these personas need cloud accounting software. However, the type of video content that will get Mary's interest will most likely be skipped over by Steve, and vice versa.

‍

The Buyer’s Journey

Your video content shouldn’t be just targeted at a specific person - you also need to target a specific segment of the buyer’s journey.

‍

Another way to put it is to create different video content for all of the parts in your sales funnel.

‍

Is your video meant to be seen by a brand new audience who has never heard of your brand before? Or is it targeted at prospects in the middle of the funnel who are still getting to your products or services but haven’t purchased from you yet?

‍

Before going all out to create your video, find out what its purpose will be. Whether you’re trying to attract a new audience, nurture your prospects, or close a sale, the goal should be clear.

‍

For instance, let’s say you want to close a sale on a warm prospect who falls in the Mary category of personas.

‍

Mary has been an accountant for over twenty years and is wary of new software. However, she is aware of your company and painfully aware of her current accounting software's lackluster performance.

‍

She’ll probably want to see those specific concerns addressed in video content:

‍

• Your cloud accounting software is easy to learn, even for veterans of the trade who are used to old-school software
• The software fixes all of the pitfalls of Mary’s current software

‍

If Mary sees her concerns addressed in video content, she will be most likely to feel like the video is talking directly to her, thus increasing her chances of conversion.

Find Your Video’s Target

With this in mind, who is your next video targeting? What segment of your sales funnel is it meant for? These are key questions to answer before starting to develop your next video.

‍

To get a head start on your video content strategy, partner up with Tattoo Content Studio today.

‍

‍

Tattoo Content Studio | 704 Morris Street, Charlotte, NC 28208 | 704.900.7150

Email contentstudio@tattooprojects.com or click here to schedule a call.