The Power of Video Marketing
Video is one of the best ways to interact with your audience because they can see you’re a real person. Unless, of course, you’re a little camera shy and you don’t want to be seen.
This doesn’t mean you shouldn’t take a part in video marketing because there are different types of video you can take advantage of.
What are these you ask? Well, there’s…
- Animated videos – you can set these up using different software available and simply talk over them
- Screenshot videos – using software that captures your screen, you can use this type of video to share education and training videos using powerpoint presentations. There is no need for you to be seen on the screen personally.
- You Tube live streaming (Formerly Google Hangouts) is another place that you can share your screen to create useful educational videos and presentations. Again, although it’s preferable to be seen on video, it’s not essential.
- Recorded webinars on platforms like Go To Webinar
These are all ways to engage your audience live or by recorded video. They build up your brand and you CAN take advantage of this popular marketing tool.
Why Video Marketing?
Video marketing is growing. It’s not going to go away, but it will increase for sure. I’m not sure about this year yet, but take a look at these stats that HubSpot published on the state of video marketing in 2017.
500 million people on Facebook watch videos daily, and there are 10 billion video views on Snapchat!
Video content is easy to consume, so there is no surprise there!
These stats alone are a pretty good reason why you should be using video marketing in your business.
What Types Of Video Should I Make?
According to The Modern Connection, there are 8 different types of marketing videos:
- Brand Videos help bring your company mission, vision, or products and services to life. The goal of a brand video is to attract your target audience and establish your company as an industry leader.
- Explainer Videos should tell a story by breaking down a topic or problem for easier comprehension. This type of marketing video should be used at the top of your funnel to help explain concepts in your industry to your target audience. Explainer videos are extremely effective when they are brand-specific for your products and services.
- Demo Videos should demonstrate how your product or service works by taking viewers through a virtual “tour.” Demo videos can be extremely helpful for the closing step in the Marketing Funnel.
- How-To Videos should highlight something new to your target audience to help them achieve their goals. This is where you can place your products or services in the limelight to help convert leads who are on the fence about closing.
- Animated Videos can be a great way to effectively communicate tricky concepts that need visual aids, such as graphics and captions. The visual aids help the information to be properly conveyed to your target audience. That said, stray away from videos that are similar to slideshows — as you’ll have about 3 seconds to hold your viewer’s attention.
- Case Studies and Testimonial Videos are one of the best ways to build trust with your potential customers. People are more likely to make a purchase decision based off of peer review versus an advertisement. This type of video will be crucial for improving the Closing step in your funnel as well.
- Live Videos will be able to provide a behind the scenes look of your company to your audience. Live videos help enhance trust between your company and your target audience. Interviews, events, and real-time presentations make great material for these marketing videos.
- Disappearing Videos are a great marketing tactic to attract your audience to your brand. Social platforms such as Snapchat, Instagram, and Facebook, provide the necessary tools to create authentic and time-specific campaigns.
The main problem with video marketing is creating the content in the first place. And, when you don’t know what you’re doing, that makes it seem harder.
This doesn’t mean you can’t learn it. If you want your marketing to be successful, you WILL learn the skill and master video.
Adding video to your marketing arsenal is a great way to maximise your potential and grow your business. You never know, as you progress you may even see some of your videos go “viral”.
If you’re ready to commit to video, prepared to make mistakes and learn from them, then let’s get into the nitty gritty of video marketing and how you can use it.
There are some vital components to making a great video, which are:
- Make a plan (and track it)
- Go with what you know
- Start creating
- Search matters
1. Make a video marketing plan (and track it)
As with any marketing system, the first part is to have a plan. There is no point in diving in head first without knowing what you want to achieve.
Also, you need to be consistent in tracking the progress of your campaign. If you don’t track progress, you have nothing to measure growth by. Make yourself accountable for the goals you want to achieve.
Did you actually achieve those goals? If you did, Great! Can you say WHY your video content worked? Be honest now…
If it didn’t work, do you know why?
As a great reference point, have a look at the Smart Insights SMART goals.
If you find this hard to understand, let’s try to simplify it for you based on the goals you want to achieve.
- Is your goal “specific”? If so, you need to be specific when setting out your goals. Things like “get more subscribers” or “increase traffic” are too general, so be more specific. More like “get x number of subscribers in 90 days” or “increase traffic to 100 a day in 3 months”, which will help give you more insight in the long term.
- Is your goal achievable? You need to be ambitious, but you need to be realistic with your expectations. It’s unlikely you will get 1 million subscribers on YouTube in the first 6 months. Aim for 1 million in smaller chunks.
- Is your goal trackable? Tracking helps you to know how far you have got and whether or not you have reached your goal. Either way, the data you collect will be invaluable. Setting a realistic goal with definite numbers helps, so be specific AND realistic as mentioned above.
It’s also important you know your direction. If you start creating your video content today and in 6 months you have no idea where you’re heading, you could be facing a few problems.
To achieve consistent growth using video content depends two things:
- Discovering what is working and recreating it in future videos, and
- Discovering what isn’t working so you can stop creating videos using the methods that are not working
You can increase the effectiveness of your videos consistently by taking those things into account.
Everything you do as in relation to creation will be serving one of those two criteria, no matter how you try to look at it.
Having a strategy for promoting your videos is vital. Successful promotion will ensure you’re maximising your outreach potential.
Having made a great video, there is no point in just letting it sit there on your blog and pray that people go there and watch it. You need to be proactive and promote your video so it can be viewed on your site and on the video platform where you uploaded it.
Post your video on Facebook, Instagram, Twitter, Pinterest…anywhere that you can.
This is very important if you have little or no marketing budget. If you can’t spend money on ads, you need to share EVERYWHERE to build up your reach.
There are 2 great reasons for doing this:
- In the short term, this will help you build up your audience as much as possible
- People following you on Twitter may not follow you on Facebook, and vice versa.
You may or may not have overlapping audiences, so in order to reach all of your followers, you should post on all your social media accounts.
Posting to all your social media accounts will, in the long term, give you more insight into where your video is performing best.
This may seem a minor thing, but it can provide you with important data for you. This data will help you decide where to spend the most time promoting your videos.
2. Go with what you know
When it comes to making videos, you need to ask yourself what style of video content should I be making?
The most widely accepted in the marketing space are these 3 types:
- Educational Videos
These are videos that are built around training and education in your niche. These can be actionable steps that your audience can follow right away or thought leadership that people can incorporate into their lives as they move forward.
- Inspirational Videos
As the name suggests, these videos are made with the goal to inspire the viewer. This can be achieved by capturing breath taking views, showing things that can fill them with awe, or produce motivational content. All of these are designed to get people fired up and ready to rock!!
- Entertaining Videos
Sharing content that is entertaining should make people laugh or smile. This type of video should be used to build a rapport with the viewer, so they are compelled to check out your brand.
Which type of video should you make?
If you have already started creating content, this is easy to answer based on the subject matter in that content.
For example, if you have already created blog posts with educational content, you can start by creating the educational style video and see if those resonate with your audience.
You may have a podcast, so if it’s a casual, laid back style podcast, something like the Joe Rogan Podcast, try out the entertaining content style to see if that is a winner for you.
Go with what you know if you’re not sure.
With more experience and progress, you will get to know what type of video works and what doesn’t.
You will have plenty of ways of finding out the best style of video for you to use. You will get feedback from audience comments, not just through the metrics you’re tracking.
Your audience will help you with the type of video to create because, believe me, they will ask for it.
The most important thing is to pay attention to the comments you get. If you don’t get any, you may not be “hitting the spot” or your traffic needs more attention. You may need to change how you’re promoting to be effective.
Keep things simple, because simple is usually what works best. This doesn’t mean you shouldn’t experiment with different content. If you’re still struggling, watch more videos and relevant things connected to your subject and you will be surprised what comes to you.
3. Start creating
The first 2 parts were about planning, so let’s get into the fun part.
Video can feel intimidating to start off, but EVERYONE has to start somewhere!
I’ll tell you something you may or may not be expecting – MOST people feel the same way!
Your first video is supposed to be the worst one. The second will improve a little, the third better again and so on.
Makes sense right?
There’s no point in stressing over every detail. Be prepared to make mistakes and don’t try to be totally perfect. Your mistakes prove you’re human and can, believe it or not, help in the process of getting followers. It’s amazing how people “connect” with you when you appear “real” and don’t edit everything out.
Trust me, it will get easier as you progress.
Of course, it’s important to be as professional as you can and provide great value too, but too much detail on being “perfect” is unrealistic and will take so much time you may get put off.
Bite the bullet and, as Richard Branson says, “Just DO IT”!!!
Create your content just like you do with your written content. Give good advice, tell great stories. Stay RELEVANT to your subject and get creating those videos!
This will mean you can get feedback. Taking note of that feedback will help you to improve your videos and the content you share.
You may not have a fancy camera, or a big, high quality microphone, but you may have a half decent webcam or a smart phone perhaps?
That’s ALL you need to get started. So, it’s not perfect, but it’s good enough to give you clear video and will help you build up your confidence and following.
As you move on and you start to create some success, you can then upgrade and invest in the better equipment and invest in video more. You may even be able to hire professionals to put together your videos or purchase the more high-end video creation equipment.
You can’t do ANY of that realistically without STARTING!!!
Go check out your favourite business “celebrity” on You Tube. If it’s possible, go look at the first video they ever did and then look at the progress. I’ll bet you get everything I’m talking about here. The quality of the videos improve markedly over time.
You may ask when the best time to start is. Easy – right NOW!!!
4. Search matters
You may or may not be a fan of SEO, but, as with written content on your blog, videos need to be optimised for search too. What is the point of creating a spectacular video that could go “viral” if only a few see it?
It’s great talking about how to create video and actually going through that process, but getting more reach is essential. You can do this with SEO. Best thing is, it’s FREE!!!
If you’re familiar with SEO, then you will understand the process I am going to share now.
Keywords are vitally important. You need to know WHAT you want to rank for and this needs to be in the video title. This helps you rank on Google and You Tube as well as other search engines.
That description section for your videos is an important section that is also taken into consideration by the search engines.
It can be used similar to a blog post. Treat in much the same way and avoid keyword stuffing. Always keep your keyword / content relevant. The only difference is that you put links to your offers etc at the top of the content because they are seen in the description box below the video.
The best descriptions are typically those that accurately explain your video alongside relevant keywords.
The main things to consider when it comes to video marketing is the important of both storytelling and metrics. It’s important to keep these balanced.
Video Marketing – In Summary
Video marketing isn’t “easy”. It takes time to develop and improve.
Being able to create compelling content can be challenging, especially when you’re starting out.
The important thing that can’t be said enough is: Your first video is NOT going to be brilliant!
That’s ok, so don’t stress over it.
Progress is what counts in the marketing space, so leave perfection to the program makers out there who HAVE to be perfect! (Even they make mistakes!!)
Execute your strategy and your plan as soon as possible. Create valuable content, that may not be perfect, but it still has great advice. Share this content everywhere you can and take advantage of every resource available to you.
Video marketing may not be the easiest way to build your brand, but when you get the hang of it, you will ask yourself why you took so long to start!