Your No-Nonsense Guide To Getting Started With Video Marketing
Did you know that video is outperforming most other marketing methods every year? Are you a part of this growing marketing movement? You should be. Video marketing is a powerful way to get your message out to millions of people in just a few short minutes with a minimum of investment.
Marketers see a lot of return on the investment of just one video by incorporating it into all of your marketing channels including emails and landing pages. Video can be embedded on websites, shared internally, as a way to train your sales team and on social media. It’s been shown in studies that video can increase your rankings in the search engines, your conversion rates and much more.
As people continue to search for information on online, businesses are using video marketing as a way to provide a higher focus on their products, services, brand awareness and relationships.
Here are some facts to consider:
- 52% of marketing professionals worldwide name video as the type of content with the best ROI
- 93% of marketers use video for online marketing, sales or communication
- 69% of smartphone users say videos are a perfect solution for smartphone viewing as it offers a quick way for consumers to grasp an overview of a product. Smartphone users rely on videos from brands to make a purchasing decision. (source: http://syndacast.com/video-marketing-statistics-trends-2015/)
- 64% of consumers are more likely to buy a product after watching a video about it. – comScore
- Visitors who view videos stay on websites an average of 2 minutes longer than those who don’t view videos – comScore
- 59% of senior executives prefer to watch the video instead of reading the text if both are available on the same page. – Forbes Insight
A video is getting bigger and bigger as part of many companies’ marketing strategies. Videos are used on Twitter, in Facebook advertising and the rise of live streaming video via Periscope and Meerkat.
The play button on a video is as important as any call-to-action on the web. In fact, research has found that using the word “video” in an email subject line boosts open rates by a whopping 19%.
All these facts are fascinating. Really, they are. But you’re wondering what video marketing is and why you should be using it, right? Well, you’re about to find out.
In this guide, I’m going to give you the need to know details for using video marketing and how to get started. Then I’ll take you through the basic equipment needed to create your first video. And a lot more.
What is Video Marketing?
Everyone’s doing it. It’s bigger than ever with the live streaming of Periscope. What exactly is video marketing and why do you need to be doing it?
Video marketing is simply the act of incorporating videos into the marketing campaigns you use to promote your company, your service or your product. These videos can include customer testimonials, live streaming from events, explainer videos, how-to videos, sales team, and other corporate training videos, entertainment videos and anything you can think of that can be turned into a marketing video.
Why you need to do it
There are many reasons people are using video marketing in their marketing strategy. These six are just a few:
- To show off your company values. Give video tours of your company to your customers, share videos of your company outings, or use video to introduce staff. Videos let your customers get a look at the back-end. This creates a level of personality they can’t get just from written content.
- To give a teaser preview of up and coming products. Video snippets and hints about what your next product will include. Sharing it on social media networks like Instagram or Facebook.
- To show or explain a complicated process. If you provide a service or software, for example, using video to describe the process can be better understood. Animated videos or whiteboard setups add to the effectiveness.
- To capture customer testimonials and reviews. Video testimonials help convert new clients. They are more meaningful when potential customers can see the person reviewing something instead just reading about it.
- To answer commonly asked questions about your product or service. Use video marketing as a tool to record yourself giving detailed answers.
- To keep customers abreast on the latest news in your industry and how it affects them. Use video to detail how big, industry-specific news can impact your customers.
Don’t let budget, intimidation or creativity constraints keep you from using video marketing. Anything you are already using in your marketing can be turned into a video.
What are the Benefits of Video Marketing?
Now that you know what video marketing is and why you need to be using it, you should be aware of the benefits it can bring you. From conversion to emotional appeal, video marketing can benefit you in many ways. Here are a few of the main benefits.
- Rank Higher in the search engines. Video marketing can increase your search engine ranking. Google prominently displays YouTube videos in the search results.
- Search engines take into account the number of time visitors stay on a page on your website. Having a video on a page could increase the time they stay, increasing your conversion rates and click-through rates.
- You receive instant feedback about your products and your advertising. Comments can be left after viewers watch a video. You can easily see what your audience thought of the advertisement and the product.
- Video marketing makes a greater emotional impact. Video allows you to make a direct appeal to the emotions of the viewer. You can use images, voice-overs and music to create an experience for your audience that engages them.
- Including the word “video” and having a link to a video in your emails improves email open rates.
- Video marketing provides collateral for your social media marketing as well. Videos should be shared on all your social media channels since it is one of the most shared forms of content.
- Video marketing can increase user engagement. The viewer is already showing interest in your product or service by actively choosing to watch your video.
- Video marketing enhances your brand identity by connecting your brand and message with the viewers. Creating clear, relevant stories that highlight your best attributes is important.
- Video marketing is another way to create revenue. While videos can be fee-based as one way to create revenue, free for everyone videos can hike revenue based on the other benefits listed above.
There is no doubt that video marketing can benefit your business. Increasing your rankings in the search engines, engaging your customers more and receiving instant feedback about your service or product can all increase your bottom line.
7 Ways to Make Money with Video Marketing
As you can see, video marketing is big for your business. Learning how to make money from video marketing offers many benefits. There are many ways you can make money with videos beyond just driving traffic to your website.
Most people know that one way to make money through videos is having a successful video channel on YouTube. Place Google ads on your video. For best results, include your keyword and tag in your title and descriptions. Include a link to a website with other money making avenues at the end of your video.
Google ads, well as other types of advertising, can be used to generate revenue. You can sell sponsorship ads for your videos.
Include a link to your product within the title and description.
Promoting affiliate products
Use video marketing to promote affiliate products. Create how-to videos or review videos of the affiliate product and send viewers to the sales page with your affiliate link.
Include apps on your videos. Apps improve engagement and convert viewers into potential clients.
Calls to action
Use your videos to drive traffic to your landing pages by including a call to action in your video.
Video Player on your Website
Having your own video player for your videos on your website improves the way you can make money with video marketing. All of your videos can be linked to this video player.
These are just a few of the ways you can make money with video marketing. Like all other content, making money with video marketing is limited only by your imagination.
Give Me the Basic Tools Needed to Get Started
Now let’s get down to the basics of the tools you need to get started. You don’t have to invest thousands of dollars in the beginning.
The basic tools include:
- Your Phone. Your iPhone or smartphone can film low-fuss high-quality video. You may want to invest in a tripod and phone tripod mount for steady filming.
A good quality microphone is needed for filming with your smartphone.
- Lighting. Invest in a light kit to optimize your picture. Use diffusion paper to soften the light (people often look better under softer lighting). Lighting can be used to highlight products as well as to evenly light your face on a webcam.
- Microphone. The sound quality from your camera’s, computer’s or phones built-in microphone is often poor. A dedicated microphone mic will have superior sound quality.
- A Video Camera. A video camera offers more options and settings than a smartphone. You can go as complicated as you like and spend as much as you want on a video camera.
Look for one that is lightweight, delivers good video and has enhanced audio. The most important thing is that you are comfortable using it.
- Backdrops. When shooting video, you want to control your space with minimal background distractions. One way you can achieve this is to place a room divider behind you when filming. These can hide your mess while giving you a clean appearance.
Video Editing Tools
You’ll need some type of tool to edit your videos after you’ve recorded them. Many of these tools are free or low cost. Here are a few to consider:
YouTube editor: This tool is free and fully integrated with YouTube. It features a wide range of interesting editing abilities.
Animoto: This is one of the easiest video editors available. You can create a stunning video in 3 steps.
Video: Video is an easy and fun editor that comes with several templates.
iMovie for Macs: For the Mac and iOS, this tool lets you edit photos and video clips, ad titles, themes, music, and effects.
QuickTime: for the Mac, this tool lets you play and edit videos.
Screen capture tools
Camtasia: This software lets you capture your computer’s screen and turn them into videos.
Jing: Available for PC and Mac, this free software lets you take screenshots or create screencasts.
Animation Video tools
PowToon: This free solution for creating animated videos and presentations that can be embedded on your website and shared across social media.
VideoMaker FX: This one-time fee service comes with several templates and features.
There you have it. The basics tools needed for getting started with video marketing. The amount it costs for each of these depends on the features and how much you want to spend.
The Best Strategies For Attention Getting Videos
Now that you know what you need to make a video, you need a strategy to make an attention-getting videos. Although the length, content, and quality are important, there are other things needed for attention getting videos.
- Length. You have 10 seconds or less to grab your viewer’s attention. Your videos need to be engaging from the start.
- Distribution. It’s also important on where you place your videos. Do you need to upload directly to Facebook or continue publishing on YouTube? This is something you will need to test with your market.
- Content. The quality of your videos is important.
- Your Content should have:
- Personality. Don’t shoot impersonal shots of landscapes or assembly lines. A real person speaking on camera will grab the viewer’s attention.
- Fun and informative. You want to produce engaging videos that rank well. They need to solve users’ problems and provide new, useful information in a fun way.
- Be user-friendly. Your video content should be easy to browse, share and link to. Create separate landing pages for each video on your site.
- Use interactive elements. Add interactive elements like in-video links, quizzes, forms or surveys to create engagement.
- Allow embedding. This makes it easy for users to share and embed your videos on their own sites.
- Create catchy titles. Create memorable titles to maximize the chances users will engage in it.
- Capture your audience’s attention from the beginning. Get to the point as quickly as possible. Start with a quick hook like a short fact, question or story.
- Create clear videos. Blurry visuals, garbled audio or some other technical problem turn viewers off quickly.
- Keep the video “you”-centered. “You” meaning the audience. Focus on what the audience gains from the product.
- Keep vocabulary simple and direct. Build your benefits into the story with the features by sharing a story or how the feature will benefit the viewer.
- Keep them watching to the end. Avoid common conclusion lead-ins such as “in conclusion” or “to summarize”. These cliché phrases make your viewers think that what’s left is just a repeat of what they’ve already seen.
When using video marketing, a clear strategy for getting and keeping viewers is essential. Grab their attention and keep it with these tips.
It’s All About Subscribers
It doesn’t do any good to have great videos and a super video marketing strategy if you don’t get any subscribers.
Getting (and keeping) them isn’t as hard as you might think. Here are 15 ideas to get you started:
- Upload new videos on a regular basis, preferably on a schedule. Your audience will expect a new video on that day and look forward to it.
- Post your YouTube videos on Facebook’s native video uploader. (Facebook videos get more engagement than shared YouTube video links.) Be sure to include a call-to-action in your Facebook video post.
- Your video titles should be 50 characters or less. Longer titles will get cut off.
- Be sure to embed your YouTube videos on your blog. Promote them to all your social media audiences and in your emails.
- Keep your videos to around 3 minutes.
- Create a captivating trailer to introduce yourself. This lets your viewers know what you’re about. This trailer will auto-play when a non-subscriber lands on your homepage channel.
- Create evergreen content as well as trending video content. Trending video is great for getting short-term views but timeless and useful videos get subscribers for the long term.
- Include a subscribe button on your blog next to your embedded videos.
- Reply to comments left under your videos, even the negative ones.
- Show your personal side, even in business videos. People want to know who the person is behind the brand.
- Create an eye-catching thumbnail to help you stand out.
- Promote your channel as well as individual videos.
- Consistently add unique, valuable content. Add videos that offer a different or interesting perspective on the topic.
- Don’t rehash the same topics that have been done a thousand times before.
- Engage your most loyal fans. Consider asking them to share your videos with their communities and fans. Interact with them by responding to their comments and thanking them.
Getting and keeping subscribers for your video marketing is like any other type of content. Be engaging. Be yourself. Take care of your loyal fans. Build a relationship.
The Next Step: Using YouTube, Periscope, and Blab
This year has been called “The Year of Video Marketing”. Businesses are looking for new ways to use videos to reach our customers. YouTube, Periscope, and Blab are just a few of the platforms you can use.
Although YouTube has been around a long time, it’s not the only video sharing site out there. The recent addition of live streaming via Periscope and Blab has changed the way we share videos.
You don’t have to limit yourself to just one type of video. Streaming video via Periscope is a great way to “go live” via your mobile device anytime or anywhere. YouTube is a way to provide a constant stream of prerecorded videos for your viewers to watch anytime. Both ways are powerful platforms for getting messages out to your customers and generating leads.
As you can see, video marketing is more than creating videos and hoping someone will see them. Videos let you stand out on social media. They give your customers a quick overview of a product without overwhelming them.