One of our very best SCV video marketing secrets has nothing to do with shooting or editing video. Yet it’s also the most crucial step.  

How do you create an effective marketing video for your small business? 

There’s ONE crucial step that most people tend to overlook. 

And it has nothing to do with your on-camera appearance, how you shoot the video, or even what you say. 

In fact, the most important step occurs before we’re even ready to discuss those details. 

But it can make ALL the difference. 

So let’s dive into one of our best SCV video marketing secrets. 

Know Your Goal 

To create an effective, results-driven marketing video, the first step is also the most important one: You must know the goal you’re trying to achieve. 

Without knowing your goal, you can’t accurately measure your progress or success, which makes it difficult to course correct if needed, too. 

But beyond that, your goal is important because it helps you determine who you’re talking to – and where they’re at in your customer lifecycle. 

For example, if you’re trying to attract new leads, then it doesn’t make much sense to create a video that dives deep into the details of using your product or service. 

It would serve you better to create videos that give viewers an overview of your brand, who you are, and what sets you apart. Why? You want to attract new eyes and be memorable – not overwhelm your viewers before they’ve decided to trust you. 

You have to speak to them where they are because that’s how you move them forward. 

Sound complicated? Don’t worry, we’ve got you covered. Here are the four main goals of a marketing video, broken down into each stage of the customer lifecycle. 

1. Attention 

Let’s start from the very beginning. At this point, your potential customer may have no idea you even exist. Maybe they’re familiar with the product or service you offer – maybe not. 

That means, right now, you need their attention more than anything else. 

When it comes to the customer lifecycle, you can think of it like dating. At first, you’re just trying to get them to notice you … and it may take a few attempts. You have to introduce yourself, make an intriguing first impression, and spark some sort of connection. You have to stand out in a positive way, and then convince them to give you a chance, or go on a date. 

At this stage in the game, you’re putting your best foot forward, looking for the right person, and seeing if there’s an attraction or connection. 

In the marketing world, that’s what your potential customers are doing, too. They might be attracted to your product or service, but it has to pique their interest enough to opt in – press play on your video, give you their email address, follow your social media accounts, etc. It’s that initial action that puts you on their radar and opens the door for more engagement. And it helps to be as concise and memorable as possible.

Good videos for this stage/goal include fun and entertaining short-form videos, warm and inviting introduction videos, and solution-focused FAQ videos. 

Your messaging should hook people with an attractive brand, intriguing solution, and enough information to leave them wanting more. 

2. Exploration 

At this stage in the game, you’ve caught the attention of your potential customer, and they’re interested in learning more about you and your brand. 

Keeping in line with our analogy here, you’ve gone from being strangers or acquaintances to casually dating. They like you enough to want to know more. So this is when you cover the basics: who you are, what you do, and what you value most. You’re showing them what you have to offer, and you’re exploring the potential of a good match. 

In marketing, this is when your potential client learns more about you, to see if you can solve their problems. It’s a great time to position yourself as the expert in your field, and it helps to have a lot of content for them to explore. You’re deepening the connection by demonstrating your value – without asking for anything in return yet. 

Good videos for this stage/goal include educational or informational videos that demonstrate your knowledge and map out the steps to a solution. For example, if you’re a mortgage lender, you can discuss the steps for first-time homebuyers or highlight programs that help specific populations of people. 

Your messaging should be friendly, approachable and conversational – so people can easily picture working with you. 

3. Commitment  

By now, you’ve caught your potential customer’s attention, and hopefully, your content and ads are now showing up on their radar. They know and like your brand – but do they trust it enough to buy from you, too? 

In the dating world, this is essentially the “what are we” conversation in a relationship. You’ve been dating for a little while, and things are going well. It’s time to define this relationship and see if your date is ready for a commitment. Maybe your date is super into you, and they bring up the conversation (or make an inquiry) without much work on your end. Great! However, that’s not always the case. Sometimes you have to give them a little push to make the commitment you’re looking for. 

It’s the same in the marketing world. Oftentimes, we have warm leads who linger forever without making the commitment to purchase or book in with you. In order to get them to take the leap, they need a little incentive. An engaging, compelling video can be just the trick – especially if your potential customer is ignoring all written forms of communication, such as emails and blogs. You can capture their attention and offer some kind of incentive to take the next step. 

Good videos for this stage/goal include testimonials from other clients, emotionally-driven videos, or offers made in video form. The messaging should convey a sense of urgency and make the incentives clear. 

4. Maintenance  

Congratulations! Your potential customer is now a happy, first-time customer! But your customer’s lifecycle is not complete. It’s great to land a new customer, but it’s even better to continue to keep them as a customer, especially if that means you can move them up the sales ladder to make bigger purchases. 

In the dating world, this is the phase when you’re in a committed relationship, and you want it to stay that way. As more and more time passes, we can get complacent, forgetting to nurture the relationship as much as we did while we were pursuing it in the first place. 

That’s what you’re trying to avoid with the maintenance stage of the customer lifecycle. You want to keep them engaged, happy and properly cared for if you want this relationship to last the long haul. If you lose their attention, eventually you’ll also lose their business. 

Good videos for this stage/goal include videos that remind your clients of the added value and free perks you offer, as well as videos that teach clients how to get the most out of your product/service. Additionally, it’s always nice to create videos that remind your audience that you’re grateful for their business, such as a holiday message from ownership. The messaging should always come from a place of gratitude and connection.

About Brian Schlick 

Starting as an onboard Princess Cruises videographer, Brian quickly climbed the ladder at the company’s headquarters in Santa Clarita. Over the course of 13 years, he moved from video editor for onboard content to supervise Princess’ onboard video teams, managing 17 total ships. The vast exposure to crafting all different kinds of video content allowed Brian to hone his ability to tell stories through compelling, engaging visuals. Today Brian shoots marketing videos for small businesses in Santa Clarita and beyond, as well as the Signature SchlickArt Experience.

About Our Santa Clarita Video Marketing

With years of professional experience, Brian not only has an eye for crisp visuals and engaging shots — but also an ear for powerful storytelling. In his vision, marketing video should communicate the why behind your business and present it to the world in the most compelling visual format possible. With a camera in his hand, Brian can turn a vision into reality and business-as-usual marketing videos into an opportunity to connect.

About SchlickArt Photography and Video

SchlickArt, a boutique photo and video studio in Santa Clarita, started in March 2012 with the simple idea that empowerment creates a kind of beauty and authenticity that shines through every camera lens. Built on a philosophy — rather than a product, service or person — SchlickArt has rapidly evolved, meeting professional portraiture, business photo and business video needs as diverse as the community we capture. It’s the desire to take care of you, the client, that drives us at SchlickArt.