Have you ever heard of side-door marketing? It’s a creative strategy to get people interested in what you have to offer without being too direct. Instead of shouting, “Buy this!” you share something interesting, educational, or entertaining that subtly highlights your product or service. One of the most effective ways to achieve this is by using engaging videos.

What is Side-Door Marketing?

Side-door marketing is all about building relationships and trust with your audience by providing valuable content that doesn’t overtly sell. It’s like inviting someone to a party, letting them enjoy the experience, and then mentioning, “By the way, this great party was brought to you by [Your Brand].” This approach makes people more receptive to your message because they don’t feel pressured to make a purchase. Instead, they appreciate the value you provide and are more likely to remember and support your brand.

Why Use Video for Side-Door Marketing?

Videos are incredibly powerful for a few reasons:

1. Popularity: People love videos. Over 1 billion hours of videos are watched on YouTube every day. Videos are engaging and easy to consume, making them a perfect medium for side-door marketing.
2. Emotional Connection: Videos can evoke emotions more effectively than text or images alone. Whether it’s laughter, inspiration, or curiosity, emotional connections make your content more memorable and shareable.
3. Versatility: You can create different types of videos—tutorials, behind-the-scenes, user-generated content, and more. This versatility allows you to experiment and see what resonates best with your audience.

What Makes a Video Engaging?

1. Storytelling: Everyone loves a good story. Think about the last time you got hooked on a video – it probably had a compelling story. Whether it’s a funny skit, an inspiring tale, or an exciting adventure, a good story keeps people watching and coming back for more.
2. Emotion: Videos that make you laugh, cry, or feel inspired are often shared widely. For example, a pet adoption center might show heartwarming videos of pets finding their forever homes. These videos not only make people feel good but also encourage them to visit the center.
3. Short and Sweet: Most people have short attention spans online. That’s why shorter videos, typically under two minutes, often perform better. Get to the point quickly and make every second count.

How to Use Videos in Side-Door Marketing

1. Tutorials and How-Tos: Show people how to use your product in a fun and engaging way. If you sell kitchen gadgets, make quick and easy recipe videos using your tools. People will see how useful your product is without feeling like you’re pushing it on them.
2. Behind-the-Scenes: People love seeing what goes on behind the scenes. Share videos of how your product is made, meet the team, or a day in the life at your company. This builds a connection and trust with your audience.
3. User-Generated Content: Encourage your customers to create and share their own videos using your product. You can even run contests or offer prizes for the best videos. This not only provides you with great content but also shows that real people love your product.

Real-Life Success Stories

Blendtec: Have you ever seen the “Will It Blend?” videos? Blendtec created a series where they blend unusual items like iPhones and golf balls to show how powerful their blenders are. These videos are funny and engaging, and they’ve been viewed millions of times, successfully showcasing the blender’s strength in an entertaining way.

GoPro: GoPro users share videos of their adventures using the company’s cameras. Whether it’s skydiving, surfing, or mountain biking, these exciting videos showcase the product’s capabilities without feeling like a traditional ad. This user-generated content has helped GoPro build a community of loyal customers and fans.

Tips for Creating Your Videos

1. Be Authentic: People can tell if you’re not being genuine. Be yourself and let your personality shine through. Authenticity builds trust and a real connection with your audience.
2. High Quality: You don’t need a fancy camera, but make sure your video has good lighting and clear sound. A shaky, dark video can be hard to watch and can turn viewers away.
3. Call to Action: At the end of your video, tell viewers what you want them to do next. This could be visiting your website, following your social media, or checking out another video. Even in side-door marketing, a gentle nudge towards the next step is important.

Conclusion

Using engaging videos for your side-door marketing is a smart way to connect with your audience without being too pushy. Remember to tell a great story, keep it short, and make it fun. Whether you’re showing off your product, giving a behind-the-scenes look, or featuring happy customers, videos can help you build a strong and loyal following.

Start creating your videos today and watch your audience grow! With the right approach, your side-door marketing efforts can lead to a bigger, more engaged audience and ultimately, greater success for your business.

Book a Discovery Session now to skyrocket your sales, boost brand visibility, and establish industry dominance through the power of video!