Marketing a technical product is sometimes not totally straightforward – you’re trying to sell a complex, high-value and often intangible product, to a wide range of users in a crowded market.
This is why we love creating marketing videos for tech companies; video distils your messages into a digestible and visible medium, grabs attention, and converts viewers into buyers.
Here are our top video marketing tips to make sure your technology stands out from the crowd…
Emotion
Our first E is emotion, which allows you to build a connection and influence your target audience.
To harness the power of emotion, first decide on the specific emotion you want to evoke in your video – it could be anticipation, joy, awe, nostalgia, relief, or any other emotion that aligns with your product and audience.
Next, craft a narrative that taps into the chosen emotion and showcases the transformative power of your product, by telling a story which your audience can relate to and which highlights how your product can make their lives better or solve their problems.
Feature relatable characters in your video who your audience can identify with your audience; these could be people who faced similar challenges or had aspirations that resonate with your target audience. Using these characters to give testimonials can be very persuasive, as hearing real people talk about their positive experiences with your tech product can help trigger the desired emotional response and build trust with your audience.
Excitement
Our second E stands for excitement. Take a look at the best tech ads out there, and excitement is pretty much always the underlying tone of the video.
We can create a sense of excitement by building up anticipation with your audience. Are you revealing a new product with never-before-seen features? What about software that’s received record-breaking reviews, or helps businesses to save even more time, money or resources than they could dream of?
Features like background music that enhances the emotional tone of your video, as well as visuals, colours, and imagery that reinforce the sense of excitement, all help to create a cohesive and impactful visual experience.
Engagement
Lastly, when it comes to marketing tech, engagement is key.
Using storytelling techniques like suspense, humour, or surprise helps to captivate your viewers and keep them engaged throughout the video, as they follow a carefully-crafted story right to the last second.
Once you’ve evoked the desired emotion and got your audience excited for what’s to come, it’s time to provide a clear and compelling call to action. Encourage viewers to take the next step, such as visiting your website, booking a consultation, or making a purchase. This vital step is so often missed, but is the main way to get ROI from your video marketing!
At Life Media UK, we help tech companies to convey key messages through the powerful medium of film. We’re experienced in taking complex messages and reframing them, creating award-winning videos which can be easily digested by your target audience.
Whatever your audience, we’ll work our magic to create a video that gets your message across concisely and compellingly. Get in touch today to get started.
