Video and Market Invention
If you’re ignoring this simple tactic, your business is already on death row. You can probably feel it. Shackled behind bars as your fated day approaches, you peer through the crack in your cell as other businesses grow and thrive out in the sunlit world.
What was your capital offense?
People watch over 500 million hours of YouTube videos every day. Shoppers spend 250% longer perusing pages that include video—that’s how captivating it is. If you’re not tapping into that power, you can kiss your dreams of long-term growth and market leadership goodbye. Without a strong video strategy, you simply cannot message effectively online. Sure, blogs, images, and clever text are important, but—for now at least—video is king.
You’ve probably heard of Market Invention, the strategic process of creating new markets through a shift in audience, category, channel, or branding. It’s the discipline behind disruption, and it rests on good communication. That’s where video comes in.
It helps in all stages of the Market Invention process. Want to call out the problems with the industry’s status quo? We’ve all seen viral videos doing just that, claiming to “expose” an industry or tell you “the shocking truth.” People absolutely crave the inside scoop. So while these spammy videos aren’t right for most organizations, a thoughtful, professional video that really does explain and address issues within a legacy market can be a powerful thing.
Once you’ve identified the problems with the old guard, video lets you effectively, persuasively communicate your solution. Done well, it lets your personality, honesty, and conviction shine through. It’s full of emotional persuasion—the online equivalent of in-person communication. And once you’ve converted a customer, video is a great way to keep them up-to-date in a fun, engaging way. Most people wouldn’t bother to read a press release about your newest product launch, but they might be willing to watch a short, intriguing video that shows up in their Facebook newsfeed.
Obviously, there’s a lot more to it than that. Producing videos for content marketing is an art, not just a strategy. Having a professional video crew that understands lighting, angles, audio, body language, editing, and a host of other factors is a must. But what will set your video apart, more than anything, is to have a framework of Market Invention behind it. To learn more about dominating through Market Invention, continue reading here.
The Process Behind Disruption
Disruption might be the biggest business bandwagon of all time. But ask most people what their idea of disruption is, and they’ll stare at you with a blank look or start rattling off a set of disjointed ideas.
Public Relations and Market Invention
“We need public relations!” We hear this command frequently from big and small organizations across the country. However, we promptly question what exactly they’re seeking. Every organization needs a smart PR strategy, but most don’t know exactly how.
Web Design and Market Invention
Web designers are the architects that create the visual elements of the site, the stuff the user sees. Web developers create the functionality that works in the background. When working together, the two disciplines deliver a seamless, clean experience that ignites a buyer’s interest.
Design and Market Invention
Understanding how to use—or not use—design archetypes is at the core of a well-planned Market Invention strategy. Market Invention can use a shift in brand imaging or messaging to pivot into a new market and target unreached customers.
Social Media and Market Invention
Most businesses are still struggling with how social media strategy has changed the marketing landscape. Honestly, so are most marketing firms. If you look at the average company’s social media presence, they aren’t employing this new technology nearly as well as they could be.
Market Research and Market Invention
Most market research aims to find opportunities to grab a bigger slice of the proverbial pie. It’s a mindset – a competitive tactic – that’s been around for well over a century. Lots of companies and marketing firms use this strategy, some with pretty good results. So why do we take a different approach?