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What Is Video Marketing?
Videos on social networks are one of the best tools we can use to reach a large mass of users since one of the things they like best is watching videos.
Video marketing is a marketing method where audiovisual support is used to publicize and market service, a brand or a product. Video marketing is also using this method to broaden participation in its social, digital channels, teach its consumers and customers, and approach its audience with a new medium.
Why Should You Use Video In Your Business?
One of the things that millions of users watch on social networks is videos, and for this reason, this is one of the best ways to publish a brand or a product.
According to studies, more than 50% of consumers want to watch brand videos, and prefer this method to watch other content.
The video not only serves to entertain, a video on a landing page can increase conversion rates by more than 80%, but the simple reference of the word video in the subject line of the email also increases the open rates by 19%.
Apart from all this information, 90% of customers also say that videos help them make decisions when making a purchase. Video has not only changed the way companies sell and consumers buy, but it has also modified the way sellers link to potential customers. It has also made service teams support and captivate customers.
In conclusion, video is a wonderfully useful tool if we want to increase our brand awareness.
Types Of Marketing Videos
Before you start recording a video you must define what type of video you want to create. Here are the options:
These videos are going to show how your product works, whether it is to drive the public to explore its software and how it can be used or how a physical product can be developed and tested.
These branded videos are usually created as part of a larger advertising campaign, which announces the company's mission, vision or high-level products and services.
Videos of an event
If your company is going to organize a conference, a fundraiser or some other type of event, create a reel that stands out or disseminates attractive interviews and presentations of the meeting.
One of the best ways to build trust and authority with your target audience is to interview internal experts or opinion leaders in your industry.
Educational or instructional videos
You can use this type of video to expose your audience to something they don't know about or develop the essential knowledge to better understand your business and its solutions.
This type of video is used to help your audience understand more clearly so that your product or service is needed.
These videos can be an excellent format for concepts that are complicated to understand and that need strong images to demonstrate an abstract service or product.
Case studies and videos of customer testimonials
Your customers want to assure that your product can solve their problems. And one of the best ways to verify this is through the creation of case study videos of customer testimonials that show their satisfied and faithful customers.
It offers its viewers a special and behind-the-scenes vision of their company; it also captures more extensive broadcasts and higher participation rates.
360° and virtual reality videos
This type of video allows viewers to view the video content from all angles as if they were actually physically standing within the content.
Augmented reality (AR) videos
In this type of video, a digital layer is incorporated into what you are seeing. For example, you can focus your camera on the kitchen and AR allows you to see what your kitchen would look like in the space.
This video could be one of the most creative ways to continue talking or responding to someone by email or text messaging. Use Loom so you can record yourself summarizing an important meeting or offering personalized suggestions.
The Most Popular Video Sharing Sites
You are already super prepared to share your ideas with your users, here you have several options to share your videos and your users can start enjoying them.
This is the largest video hosting platform in the world, it is the second-largest platform after Google and the most popular website worldwide.
It is the second platform to host the world's largest videos. It has 715 million visits per month. Vimeo is significantly smaller than YouTube, but it has many benefits that make it a favorite among creators and content viewers.
It is a platform to host videos created exclusively for companies. Not only does it give you the option to save videos, it also allows you to transform into a totally video-enabled business.
To develop an excellent video marketing strategy, you need to take into account the following steps:
Define your Goals
To know if you have actually achieved what you set out to achieve with your video marketing strategy, you must set goals that are measurable. The conductor is the content intelligence platform, which recommends that marketing objectives be detailed for both revenue and your brand.
Revenue goals focus on things such as increasing inquiries from potential clients, and brand goals involve things like developing a higher quality email list or creating more blog traffic.
Create a Mission Statement
The founder of the Content Marketing Institute suggests that you start your content marketing strategy with a "Mission Statement".
Your mission must be an ordinary one-line statement answering the following:
• What kind of video do you plan to do?
• Who do you make that content for?
• And what should your audience get from your videos?
Define Your Target Audience
For your videos to be the success that you want, it is first important that you know who is really interested in seeing its content.
Defining an objective audience, learning what they need, what they like and knowing what their weaknesses are, will greatly help you create video content that makes a connection with the audience.
No matter what company you are in, just recognize that your goals will be different. When it comes to your target audience, the more specific, the better.
Decide What Type of Videos You Will Create
Before you get in and start recording, you should investigate what kind of videos you will make. Think about the type of story you want to tell, how you can do it best through video, and what styles and types of video are most appropriate for sharing your story.
Keep in mind that it is likely that your audience needs various types of videos and messages at different times of their journey. When you start, choose some styles and types of videos to determine what works and what doesn’t.
Set a Budget
Having your plan already established, it is important that you think about what kind of video budget you will have to work with. These are some questions you should ask yourself so you have an idea of how much you need to invest.
What kind of videos do you want to create?
Your budget will depend on the type of project you describe in your video strategy. Your financial status will often determine the creative ways you can explore.
Will you make videos internally or outsource them to an external production company?
If you plan to produce videos internally, you should think about who will be responsible for creating them.
What video equipment or video marketing software will you need?
If you are going to produce a traditional professional video, consider the following equipment:
• Video Camera
• Lighting Equipment
• Editing Software
If instead you use your smartphone, consider the following:
• Clip Light
• Lighting Kit
• Editing app or software
Do you want to hire actors?
Remember that hiring professional actors will raise the cost of producing your videos.
Regardless of how you operate the production of your videos, be sure to determine:
• Who is the person responsible for the creative concepts and the storyboard?
• Who writes the scripts?
• Who is responsible for making the content?
• Who organizes the logistics of the video session?
• Who makes the recording and editing of the video?
• Who is responsible for distributing the finished videos?
Define Where You Will Store Your Video
You must determine where your videos will live on the web and on your site.
Consider the following channels which include:
• Various pages on your website
• Inbound marketing campaigns
• Email marketing campaigns
• Social media channels
Measure your Results
Just as you keep track of the key performance indicators for written content, you must produce, publish and then check the engagement data of your video.
In this way you can justify your investment in the videos and thus, understand what is performing well. Once you have established the logistics, you can determine how your video is reaching your objectives.
It is no secret that businesses, and anyone who wants to make a buck online for that matter, now needs to have their own video marketing strategies.
Starting with this course, we are going to walk you through all the steps that you have to take to prepare an effective video marketing plan to grow your business for long-term success!
For that, we have to start with the basics, and in this course, we are going to teach you how to create a marketing video the right way, step by step.
Creating A Marketing Video Checklist
While it is true that it only takes a capable cellphone to record a competent video these days, it is important that you “get it right” from the very start, as your brand’s relevance depends on the impression you make when you build an audience of potential customers.
So before you even think about shooting your first marketing video, we recommend that you make sure to have these things is stuff ready:
Securing equipment is the most stressful part of video marketing for some people, but this doesn’t have to be overwhelming. Here you have to focus on securing a camera, and a mic for recording voice over.
For a camera, we recommend that you use your own smartphone. Make sure that your smartphone’s camera is between 8 to 13 pixels, and that it is able to record at 24 to 30 Frames Per Second. Our additional advice is that you buy a tripod for your phone, which will help allow you to avoid shaky shooting angles!
Who will star in your marketing videos? You have to gather the people that will represent your brand in your videos. If possible, keep a single person that the viewer can relate to.
As for voice over talent, you can record yourself, or get someone on your team to do it, but if that’s not an option, you can always hire good, affordable voice over talent on places such as fiverr.com.
It is key that you prepare the setting of your marketing videos. Things you have to consider when securing a place to record your videos in are adequate lighting and ample space for shooting from different angles.
Also, you have to secure a surface that you can use as a green screen, as well as stands that you can use to position your cameras, your key light, and your backlight.
Finally, you have to prepare the software that you will use to edit and create your final video. There is an ample variety of software available for this end, both free and paid. Our recommendations include Lightworks, Apple’s iMovie, and Adobe Premiere Pro.
Plan Your Video
You have to have a clear idea of what your video will be all about before you set up recording.
This includes understanding how to explain the brand, product, or service that you will promote, determining who’s your target audience, to define what’s the goal of your video, such as making sales or increasing exposure, defining the budget, the production requirements, and the timeline from production to release.
Script Your Video
Once you define all aspects of your video and campaign, you have to create a script.
This process is similar to preparing a blog post, the key difference being the script actually has a voice and setting! Create an outline of key points in the marketing video and their logical order, then start drafting them as a script in a separate document.
It is important that you draft the first part of the video as a separate entity. This will allow you to compose a “hook” for the first 5 to 6 seconds of videos. In general, the first two lines of the script have to catch the attention of the viewer.
Otherwise, your viewers will lose interest. Lastly, it is important that you keep an eye on the language that you use in your video. Keep it conversational and relaxed.
Prepare And Rehearse
Get everybody involved ready for the set and setting of your video. Even if it’s only you, it is important that you rehearse your video before recording it.
Shoot And Edit
Once you are ready to start recording, do it! If you did everything right in the previous steps, recording your video will be quick. Then, prepare all your footage, find some cool, copyright-free music to add to your videos, and edit your video.
How To Make An Awesome Marketing Video
Pick The Right Format
You can’t just shoot a video and call it a day. Every audience likes a different format of marketing video, and this means that you have to pick the right one.
The formats that get the most attention include demo videos, where you show how your product works, brand videos, where you give a detailed overview of your company, interviews, how-to videos, explainer videos where you don’t show viewers not how to use your product or service but the reasons WHY they need it, animated videos, infographics, animations, and case studies.
Showcase Your Personality
Personalized content gets a lot more attention because most niches are already too saturated. So being different and showcasing your personality will help your marketing videos to stand out.
So while your company is offering the same type of product or service others are offering, you compensate by promoting it using a different voice.
Provide Entertaining and Educational Value
Online brands mostly build their audiences and reach through the value they can offer to potential customers. This means that you have to create marketing videos that entertain and educate the viewer.
For example, if you are selling online marketing training, you can create marketing videos that teach viewers how to achieve smaller goals in an entertaining way.
Composing A Killer Video Title
You have to learn to create effective video titles that help you promote your video on different channels. First, it is important to add the right video keyword at the beginning of the title.
Video keywords are keywords and search terms that generate lots of traffic and engagement on YouTube and other video sharing platforms. Now, these keywords are specific to each marketing video format that you produce, and they include:
✓✓ How To
✓✓ Health-related keywords
✓✓ Fitness keywords
The other secret of a great video title is to add the right niche keywords. This means that you have to add the keywords and search terms that potential customers in your niche are using to find the products or services that they want to research and purchase.
And this is how you can create effective and results-oriented marketing videos.
Hey there friends! Now that you’ve created your awesome marketing video, it is time to upload it where people can watch it.
After all, your marketing videos are for exposure!
Now, we’d like to highlight that you have to upload your video to the right places.
If you upload it to a single channel, you will severely limit the reach of your campaigns, and if you upload it everywhere, you risk losing time and reaching the wrong audience.
Uploading Your Video To YouTube
Let’s start with the obvious choice. YouTube is, by far, the largest video sharing platform on the internet. It is the second most visited website on the planet, and it doubles as a search engine too, because videos uploaded there are indexed by Google too!
To upload a marketing video to YouTube, all you have to do is to visit the site while logged in to your Google account and channel and then to click on the “create a video or post” icon. Next, click on the “upload video” tab. Now click on the “select file” button, locate your marketing video, and double- click on it to start uploading it.
You can start customizing your video while it uploads. First, enter the video title, and then the video description. Now select or upload a thumbnail. Now select whether the video “is made for kids” or “it’s not made for kids”.
Now click on “more options” and enter your niche keywords into the “tags” field. Additional settings you can configure include language, subtitles, recording date and location, license distribution, category, and comments and ratings.
You can click on “next” after configuring these settings. In the next screen, you can add video elements such as end screens or cards to promote other content. Click on next to configure visibility. First, click on the “publish now” tab and select “public”.
If you want to publish your video on a later date, simply click on the “schedule” tab and select the date using the calendar functions. Now that you are done uploading and configuring your video, click on “publish” to finish.
Uploading Your Video To Vimeo
Vimeo is the second most popular dedicated video streaming site. With over 170 million active users, it will help you expose your brand to a more focused audience that is favored by content professionals and creative types.
It also offers its users an ad-free experience, which is a plus! Uploading your video to Vimeo is easy enough. Start by visiting Vimeo’s site and login into your account. Next, click on the “upload” button. On the following page, click on the “choose files” button, locate your video, and double-click on it to upload it.
Now it is time to customize your video. Start by entering the title into the “title” field. Now enter the video description into the “description” field. Now click on the “privacy” menu button, and make sure that “anyone can see this video” is selected.
Now click on the “language” menu button and select the language of your video. Next, enter your niche keywords into the “tags” field. Now select “all audiences” under “content rating”. Lastly, click on the “save” button. And that’s it! Uploading Your Video To Facebook
Facebook is still the king of social media sites, and one of the most active websites on the planet. The Facebook algorithm boosts video posts that are native to the platform, so your best choice is to upload them instead of sharing them from other sources.
To do it, go to your Facebook account, and click on the “photo/video” button located in the “create post” section.
Next, locate your marketing video and double-click on it to upload it. Now add a caption to describe the video into the “say something about this video” field, and then click on the “post” button. And that’s it!
Uploading Your Video To Twitter
Twitter is one of the most engaging social media sites that exist. If your goal is to boost exposure to your brand and go viral, you can’t go wrong with Twitter.
To upload your marketing video to Twitter, simply go to your account, and click on the “compose tweet” icon. Next, click on the gallery icon. Now locate your video, and double click on it to upload it.
After this, add your video title and description into the text field. Make sure that your title and description don’t exceed 280 characters. Finally, click on “tweet” to post your video!
Uploading Your Video To Instagram
Instagram is the internet’s favorite visual discovery website, and the choice of video marketers from around the world because Instagram users go there for the images and videos.
To upload a video to Instagram, go to the app while logged in to your account, and tap on the “plus” icon. Next, locate and select your marketing video from your gallery, then tap on “next”.
Now customize your video using Instagram’s editing options, and tap on “next” to continue. On the following screen, enter your caption into the text field, and then tap on “share”. And that’s it!
Uploading Your Video To TikTok
TikTok is the newest video discovery app, and is now all the rage among social media users from all around the world.
It is a great platform for marketers just like you too, because it allows you to expose your brand to a crazy big audience.
To upload your marketing video to TikTok, open the app while logged in to your account. Next, tap on the “plus” icon. Now tap on the “gallery” icon, locate your marketing video, and tap on it to select it. Now click on the “next” button when prompted on the following screen.
Now enter the title and caption of your video into the “describe your video” field. Make sure to add a hash symbol before each keyword, and then tap on “post” to upload it!
And this is it my friends!
Now that you know how to upload your marketing videos to every top platform, it is time for you to learn how to promote it the right way.
You’ve just learned to create and upload compelling marketing videos that are guaranteed to deliver, but that just steps one. Next, you have to learn how to advertise your videos to get results.
There are two ways to advertise your videos: the free way and the paid way. Promoting your videos for free is a great way to boost the organic reach of your campaigns.
Promoting your videos the paid way is an effective way to generate lots of traffic and to achieve the results you want, faster. Now, we are going to show you how to apply proven strategies to advertise your videos the free way. Are you ready to get started? Yes? Then let’s do this!
Advertise Your Videos On High-Traffic Forums
Advertising your videos on high- traffic forums and help sites is a top video marketing strategy that works every time. All you have to do is to find the places where your audience goes for help and post your video there.
Promote Your Videos On Social Media
Optimizing your videos for social media channels is a sure way to generate lots of buzz for free. This is easy enough, and all you have to do is to upload the video to your social channels, to optimize the description of the video to highlight what’s in it for the social media user watching, and to include high-traffic hashtags to increase your reach.
These optimizations are valid for all social channels, and you can apply them on your most active accounts. For this example, we will optimize the video that we uploaded to our Facebook channel. What we’ll do first is to locate the video and click on the “edit post” button.
Now compose a description that highlights the content of the marketing video and offer in a few words. We recommend that you use any keywords in your description as hashtags by adding a hash symbol to that word. Now add other high traffic hashtags at the end of the description. Now click on “save” to finish.
And that’s it!
Send Your Marketing Video To Email Subscribers
Email is a great channel for marketing videos, and you can easily advertise your own for free by sending it to your email subscribers.
The easiest way to do this is by creating an email campaign on your email marketing tool of choice. For this example, we are going to use MailChimp. If you’re using MailChimp, go to your account and click on the “create campaign” button. Next, click on the “email” option.
Now enter the name of your video marketing campaign into the “campaign name” field, and then click on “begin”. Now it is time to configure this campaign. First, click on the “add recipient” button, and then click on the “audience” menu button to select the list of subscribers to whom you’ll send the video.
Now check the “personalize the “to” field” option, select “first name” on the “merge tag” menu, and click on “save”. Next, click on the “add subject” button and enter your “subject line” and “preview text” for your email. Make sure to include a keyword that lets the recipient know that they’ll watch a video.
Click on “save and close” to continue. Now click on the “design email” button. On the following page, select a layout or theme that allows you to easily insert your video, like this one we’re picking here. Once in the editor, start by replacing the “logo” placeholder with your own logo.
Then, edit the headline and text in the “content” block below to add your own copy. Now click on “save”, and then drag a “video” block to the editor, and put it right under the “content” block. Now enter the URL of your video on YouTube into the “video URL”. As you can see, the video will load right into the body of the email.
Now enter a caption for the video in the text field below, click on “save and close”, and then on “continue”. Now that you are all set, simply click on the “send” button.
And that’s it!
Now your subscribers can watch your marketing video, right from their inboxes!
Comment On Other Niche Channels On YouTube
Leaving comments on other channels in your niche is a great opportunity to expose your brand to the traffic that those channels are generating. For Free! To determine the popularity of a channel in your niche, simply see their number of subscribers and watch one of their best videos.
Take a look at the comments on each video. If the comments are directly discussing the topic in the video, then that channel is generating relevant interactions and traffic. When you leave your message, make sure that it is helpful and that it adds to the conversation.
Make it conversational, but let viewers know that you are an authority.
Hey there friends! Advertising your videos the free way is great because it helps you to build relevance, but if you really want to drive the type of results that make you money real fast, then you will have to go the paid way. And now, we are going to uncover the best-paid strategies to promote your marketing videos from day one!
Advertising Your Videos On YouTube With Google Ads
Google owns what is perhaps the most popular online advertising service there is. With Google Ads, you will be able to advertise marketing videos that you upload to YouTube on many, many places, including YouTube itself, the Google network, and other partner sites.
To advertise a YouTube video on Google Ads, all you will need is an active Google account. You can visit the Google Ads site at “ads.google.com”. Next We’ll be showing you how to set up a video advertising campaign on Google Ads.
Advertising Your Video Posts On Social Media
All major social media sites have their own advertising services, and you can take advantage of this to show your video marketing posts to many more people.
Facebook, Twitter, and Snapchat, the top social media platforms to promote video content, all have native advertising features that allow you to boost the reach of your video posts, at very affordable rates!
The best part of advertising your videos on social media sites is that by using their advanced targeting features, you will be able to reach the type of user that is more likely to purchase from you down the line! What’s more, advertising a video post on social media is really easy.
Take Facebook for example. To advertise one of your video posts on Facebook, all you have to do is to go to your business page and locate the video post that you’d like to advertise. Next, click on the “boost post” button. This will open a new window, where you will be able to configure your video ad.
First, you have to choose an objective. You can select “more views”, or “messages” in case you prefer to connect with potential customers directly. Next, you have to select a call-to-action button to add to your boosted post, to enter the destination URL, and to set the characteristics of your target audience.
Lastly, you have to select the “duration” of your post, and then to enter the budget, which is the amount that you’ll spend to advertise your video. Now that your boosted video post is ready, you can click on “boost” to start serving it. But that’s not all!
Advertise On Alternative Ad Networks
There are other quality ad networks for videos out there, which means that you don’t have to limit the reach of your video marketing campaigns to the Google network. Amobee is one of those networks.
It is an end-to-end advertising solution that encompasses TV, digital, and social, which can provide plenty of exposure for your video marketing campaigns. You can opt-in to the Amobee platform at “amobee.com”.
Another recommended network is Undertone, a network focused on animated banners and pre-roll video ads, and it offers you unique, large-scale canvases for your ad units. You can try out this network at “undertone.com”.
Join A YouTube Promotion Network
“YouTube Promotion Networks” are dedicated ad networks that work with YouTube creators to promote content from the platform.
They have access to an entire network of sites that display video content as native ads. They offer a service that is a combination of “advertainment”, traditional ads, and view buying.
The most popular networks include “Promolta.com”, “Virool.com”, and “Viboom.com”.
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