I’d like to introduce you to interview marketing.
Most of us know that video marketing strategies have become enormously powerful in recent years. In fact, videos are NOW a must for B2B and B2C organizations.
They are one of the most effective ways to discuss your products, services, or organization and build customer trust. Customers get to see you and trust you. And with trust come sales.
Plus, if there is a question-and-answer period after a live video, organizations get to learn firsthand what’s on the minds of their customers.
Not only is video marketing powerful, but right behind it is interview marketing.
However, many organizations are not clear what interview marketing is all about, along with its benefits. The following Q&A should answer some of the questions you may have about interview marketing.
What is Interview Marketing?
Interview marketing gives you an opportunity to discuss your products, services, or company. These videos are typically conducted using Zoom or a similar platform. The way we conduct them, questions and answers are planned. That’s why its called a “planned interview.” The interviewer asks the questions/the interviewee answers. They run for about two to five minutes.
There is also another type of interview marketing called “ad hoc.” These are typically presented live and are much longer. Along with the interviewer asking questions, others watching the interview may ask questions.
What are the technical aspects of interview marketing?
Once the interview is conducted, our technician will go through the interview, cutting and splicing as needed. This editing is typically necessary no matter how long or short the video is. If interview marketing is part of an ongoing marketing strategy, the entire series should have a name, images made for the series, a short musical interlude to introduce the video, and another to conclude the video. This is your interview marketing template, which should be used for each interview.
What are the key benefits of interview marketing?
The key benefits can be to introduce a new product or service, discuss a topic of interest to your customers or industry, or be used to turn yourself and your organization into a thought leader.
You also can learn what your customers think about the topic (products or services) presented; learn what their pain points are; understand their needs; and find out what would help them most in operating their businesses. This often leads to product inspiration and development. Some of the most successful products in virtually every industry resulted from listening to customer needs.
How do you conduct interview marketing videos?
Here are the four key steps:
- First, decide what the goal is. Is it to introduce a product or service? Ask viewers if a product or service is needed? Present yourself and your company as a thought leader? There actually may be many goals, all intertwined.
- Test the recording to see if the audio and video are working properly. If backgrounds are selected, make sure the lighting behind the camera is minimized. Otherwise, the video may look distorted.
- When filming, do not read scripts. The interview should be conversational. Further, rehearsals are recommended. And keep in mind, sometimes the first rehearsal is perfect so always have the camera running.
- With the video completed, it is now turned over to the technician. The technician can fine tune the video, improving its quality and effectiveness.
This leads us to our last point. Analyze the video results after the video is published. Wait a few days to see how many viewers watched the video. Interviews offer valuable insights into what’s on your customers’ minds and how pertinent your video and the topic discussed interest them.
Robert Kravitz is president of AlturaSolutions, which Provides Content Marketing Strategies for the Professional Cleaning Industry
He can be reached at: robert@alturasolutions.com
