Video Marketing 101: A Beginner’s Guide

If you’ve done a simple search on Google lately, you might have noticed that they are now including more videos in the search results. Latest statistics from YouTube tells us that they get more than a billion unique views every month. If you can just imagine the amount of traffic you can get from just a fraction of the billions of unique views then you now know the power of video marketing.

Or maybe, you already know that. You just don’t know how to do it yet.

Don’t worry my good friend. You, along with a lot of other people (amateur and professionals alike) are still clueless as to how to make a working video marketing campaign.

#1 Create a video worth watching and sharing.

First, you have to embrace the fact that video creation is 90% of the whole process. If you have excellent material, you will realize that it is easier to make your video go viral. No matter how hard you promote a bad video, it will really be bad so there is no point marketing it. Fifty percent of the videos created everyday reach some kind of virality as long as it is “good enough”. There is also the idea of luck and other intangibles. Just make sure you create something worth watching and sharing.

#2 Don’t make it a commercial

Most people think that video marketing is all about selling things. Well, there is always another way to do it. If you are selling hair products, make a video about “10 Different Hairstyles for Summer” or “16 Tips for A Healthier Scalp”. Provide information for your customers. You can make it funny or even controversial to get more attention. Don’t just limit your videos to “selling” your products.

#3 Maximize exposure

Before your video gets viewed, you have to upload it on YouTube first. Make sure you complete the profile and include your website URL in your profile.

As soon as you uploaded your video, there are some things you have to do so you can receive as much exposure as possible.

1. Find 20 other videos on the “Most Watched” list that are on the same topic as your video. Post your video as a reply to all the 20 videos.

2. Create a playlist with all the 20 videos you have collected and use a title that includes the keywords that people might use when searching for such videos.

3. Don’t forget to use “tags” on your video and on your playlist. You can also put additional keywords on the description fields.

#4 Drive traffic to your site

If you created a video good enough to be watched then you can be sure people will go and view your work from time to time. Question is, how do you make them go to your site? Well, you can always put a call to action on the description field of your video (or put it at the end of the video). Just make sure you don’t become too “salesy” with your pitch or your viewers will just turn away and leave. Play around with their curiosity and fleeting focus. If you created your site well enough they will be as good as converted when they arrive on your site.

Video marketing is not as hard as it seems. All you have to remember is that you have to create a video that should be of value to your viewers. Do a bit of tweaking to maximize exposure and then lure browsers into your site. Just follow the simple steps above and you will start feeling your video marketing success in no time.

Video Marketing: Keep Your Video Content Fresh

Creating video marketing content can seem like a challenge in itself. But once you get into making videos and becoming a subject matter on the content, you will be able to make videos with no problem. Because you are becoming an expert on the content, you should always do research to keep the fresh ideas and valuable information coming to your targeted audience. Online viewers enjoy seeing fresh updated information. They like to see that you are an expert in what they are looking for. Plus, if you post fresh, new content consistently, you will see your posts, blogs and websites start to rank high in search engines like Google, Yahoo, Bing and etc. You can create a series to your content. You do not have to give your audience the entire message in one video. Break it up and tell parts of it at a time. This will keep your audience tuned in because they will want to hear what valuable information you will be producing in your next video.

Good news spread fast! If someone is following your video posts and commenting on your content, chances are they will tell their friends about it. Keep posting on a daily basis content that is useful and educational to the viewer. Your targeted audience should be able to connect with you on a personal level. When watching your videos they should feel as if you have the solution to what they need at that very moment. And if you are producing videos every day and seem knowledgeable, chances are they will end up buying the product that you are selling.

Video marketing has a positive effect on business because of the massive online traffic and leads that it can deliver. But in order this to happen to any business, you must post your videos any and everywhere you can on the internet to get noticed. The more viewers see your content, the more likely you will be remembered. You do not need to be sitting in front of your computer to make a video. You can use your cellular phone, tablet or any other mobile device you have to make videos throughout the day. You can publish your videos immediately online so your audience can see your new content on a daily basis. Don’t worry about mistakes you make in the videos. Don’t even edit any of the mistakes. Having natural mistakes in your video shows that you are human and that you are real. The main reason for doing the video is to get your message across to your targeted audience.

It is best to start with making short videos that are at 3 minutes or less of recording time. If you push yourself to make videos every day and publish them consistently, you soon be able to make longer videos. Now is when you should edit your videos to look more professional. Having more professional looking, longer videos will constitute the growth you are having from video marketing consistently. Your voice will be clear and more precise and you will feel better about the videos you are producing.

Five Reasons Why Business Videos Fail

I’m often surprised when I hear about organisations that have tried video but consider it didn’t work for them. After a bit of digging it appears most had a poor experience due to one or more of the following:

Concept

The number one reason a video fails to get the right message across to the right audience is a bad concept. It needs to be relevant, engaging and if at all possible original. Also will your message actually work on video? Any kind of video should be viewed as a potential advertisement for your organisation and like an advertisement it has to be planned carefully and executed with precision.

Time should be spent developing a script and/or a storyboard that will help all parties visualise what is required and what will be delivered.

Actors & Presenters

Yes we know John in sales is a great talker and customers love him but how will he come across in front of a camera. A quick screen test will let him know what he’s in for and tell you if he’s the right guy. Too many clients paint themselves into a corner by insisting on a particular presenter, then have to ‘make do’ on the day.

If no one in an organisation is suitable then professional presenters and actors aren’t that expensive and they take away the risk. Alternatively you may consider just a voice-over.

Filming

A lot of video production companies bang on about their equipment… ‘my camera cost £10,000, we have the best lights’ etc etc. Yes, having good equipment is important but it should not be the sole reason for choosing someone to work with. Do they have experience in your industry or something similar? Ask to see relevant examples of their work.

When it comes to the filming (or more accurately the videoing) where it is done is very important. A studio is fine but filming on location will add another dimension and will enable viewers to put your message into context. Using a mixture of studio and location will break up the video and help maintain levels of interest.

Editing

Most people have a limited attention span, and that seems to be getting shorter by the year. They want information presented in small digestible chunks, if your video is too long viewers will simply get bored. Most online video players show the viewer how long the clip is even before they hit the play button – too long and they simply won’t watch. For most businesses the ideal duration is 100 seconds, if you have more to say simply chop it up into multiple videos.

Good editing, graphics and music will also add energy and dynamism to the production, but unless it is relevant steer away from anything too artistic or with too much movement, you don’t want your viewers feeling nauseous.

Delivery

Don’t go to all the trouble of shooting a video and then hide it away somewhere on your website. Have a clear strategy on how you will use it before you start filming. Of course put it on your website but why not on the home page? Does your organisation use social media – post links to the video on there and also upload it to all those sites that can accommodate video, it will help with your SEO.

Are there any events planned such as a conference or trade show where you can have the video running in a loop? Why not include a link in all emails, and not just those sent from the Sales department. If you are doing online advertising consider links from banner ads and MPU, some sites will also allow video ads. You can also link to the video from print ads by using QR codes or Blippar. USB memory sticks are very popular give-aways, why not put your video on them?

Your strategy should also include re-edits of the video, to freshen it up and add new content, this can be done for a very modest cost but will prolong the life considerably.

There are many other reasons why video does not work for organisations, but if you address these five to start with you are well on your way to a video that delivers results.