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YouTube is the second largest search engine. It is second only to Google. This means that video marketing is an important part of marketing, especially when it comes to a marketing + SEO strategy.
Use this guide to video marketing for beginners to launch your video marketing strategy.
Why Use Video Marketing?
Research by Syndcast found that using the word “video” in an email subject line:
- Increases open rates by 19%
- Boosts click-through rates by 65%
- Reduces unsubscribes by 26%
It makes sense.
Video is becoming the preferred communication style for customers.
check out a few other stats that reinforce this:
- Research has revealed that when both text + video are available to consumers on the same page, 72% prefer to watch a video to learn about a product or service
- 87% of consumers say they’d like to see more videos from brands
If you’re still on the fence if you should use video marketing, check out these eight reasons why you should use video marketing as part of your marketing strategy.
#1 Customers Spend Time Watching Videos
Did you know:
- Over 4 billion views occur daily on YouTube?
- 55% of people watch at least one video daily?
- 78% watch at least one video weekly?
The point is people are watching videos.
#2 Your Competition is Benefiting from Video Marketing
Did you know that 81% of all senior marketing executives use video marketing? This up 11% from just two years ago.
If your competition is using video marketing + you’re not then you’re missing out on a big chunk of business that your competitors are tapping into.
#3 Video is Easy to Search
70% of the top 100 searches on Google are videos. Consumers are seeking information on products + services. They are ready to buy when they find what they want.
Since YouTube is the second largest search engine, videos rank well in other search engines too.
Videos are easy to find, easy to watch + easy to convert watchers into buyers.
#4 Videos Educate, Entertain + Inspire
Over 60% of consumers spend at least two minutes watching a video about a product they are thinking of buying before they buy.
Video marketing engages emotions, teaches viewers about a topic surrounding a product or service + inspires them to buy the product or book the service.
#5 Your Visitor is Just a Click Away From Buying
Over 34% of shoppers looking to buy apparel will purchase after watching an online video compared to only 16% after watching a TV ad.
When you watch a TV ad, you can’t buy right then. You have to go to a store, log on to the site on your computer, or make a phone call.
When an online marketing video is done correctly the visitor can instantly make their purchase, which makes the conversion rate skyrocket.
Now that you have five good reasons why you should use video marketing, it’s time to start creating.
#6 It Debuts You
A video is a powerful marketing tool. It debuts you, your product(s,) or service so potential customers can see how your product or service can benefit them.
#7 Establishes You as an Expert
Videos establish you as an expert in your field. When creating marketing videos focus on showcasing your expertise, which can be easier to do with a video than text content.
#8 Maximizes SEO
Videos are 50x more likely to show up on the first page of a search. There are three main ways a marketing video can give you a major SEO boost.
- There is far less competition with video compared to text content. There are millions of text pages competing for the top SEO ranking, but only thousands of videos competing for the same space.
- Videos are ranked much quicker than text content. It takes hours for videos to get ranked + weeks for text to get ranked.
- Videos often go viral. It is much more likely that a person will share a video than text. This is especially true when you put together a really good video.
Video marketing is affordable, requires only a webcam, a microphone + a good script to begin to enjoy the benefits. Take some time to fine-tune your message to make it easy to understand to enjoy the greatest benefit.
6 Video Marketing Secrets to Know
Check out these six video marketing secrets to create successful video marketing campaigns.
#1 Define Your Audience
Before you start to create your script, before you decide what your video is going to look like + before you start shooting your video, you need to determine who your audience is – who you want to reach with your video.
Are you trying to reach a certain age group, income bracket, sex, etc.? Knowing your market helps you to create a better video because it helps you cater it to the correct audience.
#2 Set One Goal
A common mistake is to create multiple goals for your video. Similar to any marketing effort, your video should only have one goal.
Choose a single goal focus for your video. Do you want them to click to a page on your site? Do you want them to subscribe to your email list?
#3 Do the Necessary Research
Take time to do upfront research. Make sure you research your audience so you know exactly who they are, what they like, what they dislike + more. Find out what kind of information your audience wants from videos.
Upfront research saves time, avoids disappointment + helps you achieve success with your video marketing for beginners.
#4 Make a Plan
Take five minutes to outline the content of your video. Make sure you streamline the flow of information so it is easy for the viewer to follow + understand.
#5 Execute Your Plan
Here’s where your viewers see how much effort you put into research + planning. Follow your outline + plan to create your videos. Start small for your first video + grow your skills.
#6 Improve, Rinse + Repeat
As you start to make videos, learn from your mistakes. Learn from your successes, too. As you improve + repeat your successes, you can create a successful video marketing strategy.
Implement these six secrets to enjoy video marketing success + use it to grow your business.
Video Marketing Strategies
As with any marketing strategy, when you use marketing videos, you have to promote them.
Let’s look at some effective strategies for growing exposure for your videos.
- Monitor + reply to comments on your videos.
- Analyze statistics. Monitor the conversions from the call to action. Measure link clicks.
- Answer questions.
- Podcasts. Create podcasts as a follow-up to your YouTube videos to expand visibility to millions of possible listeners.
- Use YouTube annotations to direct traffic to other videos you have, or use a call to action to tell viewers what you want them to do when they’re done watching your video.
Marketing doesn’t end when the video does. Make sure you’re taking follow-up steps to promote your videos + convert viewers into customers.
How to Create a Marketing Video
It’s a bit of a catch 22 – your business needs professional videos to start video marketing, but you need to make money to have videos done for you. Fortunately, you can get your video marketing running for less than $100 with this step-by-step guide.
Step #1 Write a Script
A good video begins with a script. Use the script to capture the viewer’s attention, tell what your business is about in a way that’s easy to understand + keep your visitors engaged.
Close with your company name + invite your viewers to call you, sign up, buy something or tell them whatever the next step is.
Step #2 Record Your Voiceover
Splurge on the highest quality microphone you can afford. Viewers may put up with a grainy or choppy video + deal without animation, but if the sound is poor they’ll exit the video — + fast.
There are a number of good-quality mics available for a reasonable price. The Samson G Track USB microphone is one of them. Another is the Yeti, which is made by Blue Microphones.
Take a little time to review the pros + cons of the many microphones on the market that fit your budget.
Record the voiceover of your script in a quiet echo-free space. You can also use a friend, family member, or pro to do the voiceover.
Step #3 Create Visuals
Before you start to create your visual assets, create a written storyboard that goes along with your script to see how it best plays out.
You can shoot a video of you speaking on camera, use PowerPoint slides, stock images, or have someone show viewers how to use your product.
Depending on the type of video you’re doing, you’ll need either a quality video camera or a webcam. While a lot of marketing videos can be shot using a webcam, if you are planning to do live-action you’ll need the right camera.
Look for something that does live-streaming like the Sony Bloggie HD for around $129. While you shouldn’t expect professional quality from this gem, it is reasonable for doing blogs, video tutorials + video marketing.
You might also want to capture screenshots right from your computer. This is especially useful when doing tutorials. There are plenty of free programs that can do this for you such as Snipping Tool + Screencasts.
Both are easy to use + create professional-looking videos.
If you have the budget to hire a professional, then do so. If your budget doesn’t allow for hiring a video professional, videos are a project you can take on for yourself.
Step #4 Edit Your Video
Now you need to put all of it together. Here’s where you bring your project to life. Most professionals use Adobe After Effects but there are some other cheaper options like Camtasia or PowerPoint. InVideo
The software is fairly easy to learn + use so you can edit like a pro without being a pro.
Step #5 Add Special Effects +/or Music
Next, you’ll want to add any special sound effects or music. However, remember, it is not legal to just pick a song + use it. There are many stock music websites online so you can purchase royalty-free tracks for less than $50.
Make sure your music track doesn’t drown out your voice track. Fading in + out is a nice technique that adds a professional touch.
Step #6 Publish Your Marketing Video
Now, you’re ready to publish. YouTube is the most popular site for publishing. Create a good title + write a good description for your video. Pay close attention to the tags you use so the right people find you.
There you have it. Six steps to get your first online marketing video up + running.
12 Creative Video Marketing Ideas
There are all kinds of marketing videos you can create. Check out these 11 video marketing ideas to get your creative juices flowing.
1. Educate viewers about your products or services.
Tell them about the features +/or benefits of using your products/services. Let them know what benefits THEY receive when they make the purchase.
2. Do product reviews.
Take one of your products or services + provide an in-depth review of its features, benefits, pros + cons.
3. Grow your potential customer list.
Determine what your prospects would find useful + design a giveaway around it. Create a video that encourages prospects to give you their name + email in exchange for a report, e-book, newsletter, tutorial video, webinar, etc.
4. Tell a story to get people to relate to you.
You can talk about a past event that shaped you, or how you run your business, or what made you start your business. Weave in lessons your viewers can take away from it.
5. Debunk myths in your industry.
Offer real examples to show why they are myths. Educate your viewers with facts.
6. Take viewers behind the scenes.
Show viewers how you create your product or provide your service. Reveal the process. Give viewers a tour of your office, warehouse, or manufacturing plant.
7. Answer FAQs.
Have viewers submit questions they have or answer questions you frequently hear from prospects + clients. Include the question + answer it in your video.
8. Discuss case studies.
Present a case study of a customer who followed your advice, used your product, or used your service + share the positive outcome.
9. Run Your Own Video Contest
Take advantage of user-generated content (UGC) by running a video contest. Make sure you have well-defined guidelines for your contestants. Have them submit videos of them using your products/services in innovative ways.
10. Create a Video Series
A single video is fine but if you create a video series then you can bring back viewers again + again. Plan each video to connect to the previous video. A video series can translate to more views, more likes + more sales.
11. Repurpose Existing Content into a Video
If you have content that has been successful – perhaps blog posts, an article, a presentation – take it + turn it into a working script for a video. Practice by reading it aloud.
Make little adjustments so that it sounds right when spoken. Share it with others to get their feedback + when you’re satisfied, create your video.
12. Interview Industry Experts
Interview experts in your industry to increase your viewers. It allows you to create content based on your expertise + the expertise of a fellow industry expert.
Most experts you interview share the video link, which drives more traffic to Facebook, Twitter, Google +, YouTube + to your website.
These 12 ideas are a great way to get creative with your marketing videos, so get busy + start to reap the benefits.
SEO for Videos
SEO helps to ensure your marketing videos are found by search engines. Here’s the thing about videos: It’s not as easy for search engines to crawl video as it is text.
Backlinko analyzed 1.3M YouTube videos to better understand how the YouTube search engine works. They looked at 11 factors that can help video rank in the YouTube search engine.
They analyzed the correlation between ranking factors — such as views, comments + shares — with YouTube rankings.
Here are six of the most interesting things they discovered:
- YouTube rewards engagement. A video’s comment count strongly correlates with higher rankings.
- Longer videos outperform shorter videos. The average length of a first page YouTube video is about 15 minutes.
- Videos that result in new subscribers have an advantage in YouTube search.
- Video views, likes + shares have a significant correlation with rankings.
- Videos that contain an exact match keyword in their video title have a slight edge over videos that don’t.
- HD is huge. 68.2% of videos on the first page of YouTube are in HD.
Let’s look at some of the basic keyword strategies you can use to promote your videos to help them rank in search engines like YouTube + Google.
- Think carefully about what keywords would be best for the video. Take advantage of the numerous keyword tools that are available to help you choose keywords.
- Consider using keywords that are not as popular or that are misspelled to help increase search engine rankings.
- Target specific keyword phrases, not just words. For example, rather than using ‘cakes’ as your keyword for your organic bakery, use ‘cake with organic icing’ for a better chance of ranking in the search engine results.
- Optimize your YouTube videos by including keywords in your video tags, descriptions + titles.
- Embed your videos into your website pages that are relevant to the videos. This creates a map for Google + other search engines to figure out what each of your videos is about.
Download the Beginner’s Guide to Video Marketing now.