Welcome to PART 1 of my guide to video marketing for your business!
In this guide, I will cover:
- Why video marketing will be a powerhouse for generating your sales
- How you can get started using video marketing to grow your business
- Simple videos to get you started
- Plan the best ‘Content and upload schedule’
- Silent video marketing
This is going to be a short PART 1, in PART 2 (Access PART 2 via the Opt-In Form at the end of PART 1), I will really up the ante and give my video marketing ‘PRO TIPS’ on how you can:
- Deliver ‘The perfect Facebook LIVE event
- ‘Create a new revenue stream from YouTube’
- ‘Create RAVING FANS through personalised video replies’
- Create ‘The perfect YouTube thumbnail’
- The 5 Second Rule
Below is the start of your FREE guided journey to growing your business with video marketing. I sincerely hope you enjoy this guide and it can help you achieve your goals.
Why video marketing will be a powerhouse for generating your sales?
“Video marketing has been unanimously chosen as one of the rising stars in marketing corridors, thanks to social integration and investments by Internet giants. It is gaining a vital place in the marketing plans of all major companies to connect with consumers, engage with them and convert them into paying customers.” (Swati Joshi, 2016).
We LOVE VIDEO here at Rewind That and our clients love it even more!
Last December we took a brand LIVE on Facebook for the first time ever, and combined with a multi-channel campaign, their Christmas sales saw a 30% increase on 2015’s. WOW! Everyone was very happy! And believe it or not, we didn’t increase the campaign budget by that much!
So what’s so special about video marketing, or video in general? Some of us remember wearing out our copies of ‘Return of the Jedi’ on VHS tape, so it should be no surprise how important video is. Home video, contrary to the fear at the time, actually saved the Hollywood studio system. People want to watch, what they want, when they WANT!
Re-enforcing this message is Todd Hartley. Hartley (2016) stated, “If you’ve been following digital marketing trends at all, it’s no secret that we’re on track to see video shift and shape the world of marketing more than ever in 2017.”
“And, if there’s anything to take away from 2016, it’s that video is no longer an option for marketers — it’s a vital part of any content strategy that wants to taste success.”
Video marketing will drive more self-service sales processes
If we consider the principle that ‘everything old is new’, it’s quite clear how users interact with your business online, they take their real-world behaviour with them. They want to browse, consider and learn without making contact with a sales person. HubSpot’s (2016) own research shows that a mere 19% of customers would want to talk to a salesperson during the ‘awareness stage’. This jumps to 60% once the consumer has informed themselves to a satisfactory level through the value first content a business provides.
Even today many firms are using their websites to attempt to generate leads without offering value first. The number of sites I have visited recently that still just have a “Contact Us” link as their main – or worst case soul – CTA. Why should I call them? I don’t even know them! A consumer’s expectations need to be met, they expect a self-service experience, with information they require on-demand. Customers want information when they need it and in the format they want to consume it.
Video allows you to deliver information on-demand, 24/7 and 365 days-a-year.
Your video content, put simply, will ensure you always make a consumer’s shortlist. Get video integrated into your sales process now and watch the results, you’ll love them. Or as Hartley (2017) puts it, “When you incorporate video into your sales processes, customers get what they want: a frictionless, self-serve experience on their time, and on their terms.”
Consumers will expect content to be in video format
Hartley (2016) states, “Marketers are now at a critical time where they need to view video as a necessity, not a luxury.” Unfortunately, in our time working with clients, it is too true that video is considered a luxury.
So, where’s the figures to back this up? Well, according to Business2Community (2015), as presented by Hartley (2016), when customers were polled regarding video the results were clear:
“So, What’s the Best Type of Video Marketing?
- 56% of consumers say customer testimonials are helpful
- Customers most like to see (1) how a product is made, (2) testimonials, (3) and learn about the company (in that order)
- 80% of consumers are interested in watching a video that explains how a product or service works.”
The amazing part of all this is that 50% of video views on YouTube are conducted on a mobile device, which means your business can be engaging with a consumer as they are on the high-street looking for your product or service! ‘Show-rooming’ has become a major issue for some large stores who focus on competing on price. Let’s imagine there’s a customer in a major store right now, they’re looking at a product that you also sell, now they will pull out their phone and search that product, imagine if they get a result that’s a video you’ve created explaining the product in detail and with enthusiasm, there’s a chance that you’ve just lured a shopper away from a major retailer to your store/online store.
Now these results are from 2015, video marketing is only getting more competitive and users have greater expectations of your video content.
How you can get started using video marketing to grow your business
The core principle to video marketing (content marketing) is delivering valuable content that can inform a prospect’s purchase decision.
YouTube came out of nowhere just over a decade ago and boasts that 4 billion videos are viewed on the site, EACH DAY!
Brands have really grasped YouTube and are making it work for them is fantastic and quite simple ways.
A great example of a brand using videos, such as, ‘How to…’ videos, is MoneySuperMarket. They understand that their potential customers are asking search engines questions, so guess what? They help answer them. The video below will highlight how simple, these videos can be, but imagine you had a problem, you’re asking search engines this question, how valuable is this content? Would you now be more or less likely to shortlist MoneySuperMarket?
Simple videos to get you started
Product Demos –
These videos are so powerful. Potential customers love to see how something works, think of these as your own little infomercials. These videos can also be leveraged to assist customers who have already converted. Add these videos to purchase confirmation emails, take it upon yourself to ensure how they can get all the benefits out of what they’ve bought, this really helps create satisfaction, reduces the potential for buyer’s remorse and will inevitably help you increase the recency and frequency of conversion.
How to Guides –
You can take inspiration from your FAQs and produce short tutorial videos that guide a viewer through a process. If you’re the brand that helps a visitor through even a seemingly simple process, you will be infinitely more likely to be the brand they convert with.MoneySuperMarket do this with simple guides such as. Ex: “How to order a new log book” or “How to fit a car seat”. They don’t sell log books or car seats, but their services are associated with cars in the form of insurance comparison, so you can be quite creative in what you produce based around a ‘Topic Map‘ (Topics related to your business and valuable to your customers. Ex: Rosetta Stone sell language learning resources so produce a lot of content about travel – not their product, but related to it).
Product Reviews –
Similar to unboxing, yet you don’t have to actually have the product for sale. You can review new big ticket items that you’ve found useful. Ex: A restaurant doesn’t sell knives, but the head chef could review a major brand of new knives and link it to how it’s making his food even better.
Get a couple of your best employees together and produce a 30-minute panel style show discussing topics valuable to your customers. More on this when I discuss video length and ‘Splintering’.
Social Programming –
Channels like ‘The Travel Channel’ have won a massive following from producing TV shows that basically just go into, or follow, businesses around.
‘Man vs. Food’, ‘Diners, Drive-Ins and Dives’, ‘Storage Hunters’, ‘Pawn Stars’, etc. are all international hits. Now with the advent of YouTube and Facebook you can look to produce a weekly show for your brand.
Let’s go back to the restaurant example, the head chef could produce a 5-10-minute cooking show that you upload and share weekly. You are not using the video to overtly ‘sell’, you’re using it to entertain, inform and build up your head chef’s profile. If you were a garden centre, you could produce a weekly gardening show, showing people how to tend to their gardens with plenty of top tips while showcasing your products.
You can think of your videos in terms of product placement, rather than adverts. A simple statements such as.
Ex: “You can find all the equipment you need to [achieve the results in your video] in store or on our website.”
These videos can be 5-10 minutes long. However, once you get going, you can start to think about ‘Long-Form’ videos that are 30-45 minutes long and then you can cut them up (‘Splintering’) into 6-10 shorter videos, giving you more content for your buck (this is explained in PART 2 of the FREE Learning Guide to using video).
Viewers love this because your content is not sales based, it’s entertainment and that’s influential. Takes inspiration from shows on currently on TV or from your childhood. Create, share, measure - see what formats work for your brand.
The list above gives you an idea of what your customers would find valuable, in fact, Product Demos, Reviews and Unboxings, are very popular and proven to move a prospect closer to purchase; plus, you can make this entertaining.
Here’s what a ‘Sales Funnel’ looks like when linked to a ‘Content Cycle’ and where video marketing content sits in relation to moving your customer along their journey from prospect to customer.
The best part of YouTube is, once on the site you can embed your video on your website or in your blog posts, share via Facebook (not the best way to video on Facebook, see below) and Twitter. This content really adds value to your site and posts, helping you to speak, service, sell and sizzle.
YouTube strategy and tactics move very quickly, in fact, creators – full-time YouTubers – are always at least 2 years ahead of most marketing agencies. I noticed this about 18 months ago when reading a lot of ‘new trends for 2016’ blog posts. It was apparent that many of the ‘new’ trends were already being fully leveraged by hundreds of YouTube channels to great effect. That is why we brought Deanosauruz into the fold as an independent member of the team. His hands on, day-to-day work with YouTube (and Facebook LIVE now) means that we are ahead of the pack, getting the knowledge directly from those who earn their living from YouTube, and we know what works as we can study the creator’s stats and see the money rolling in.
How long should your YouTube videos be?
There’s an argument over ‘Long-Form’ vs. ‘Short-Form’ content on YouTube, one that shall be discussed in greater detail in PART 2 when I really get into perfect YouTube show formats. However, for now I’ll simply say, your video length is really dictated by your intended audience’s preferences, your product and type of video.
If you were doing ‘Product Demos’, for example, you wouldn’t want them to be long-winded or rambling, you’d want to keep them tight and to the point, yet, if it is a complicated product then your audience is going to want a robust demo, if that makes sense? Ex: Demonstrating a new skin care product is going to be a shorter video than demonstrating how a new manual gear box operates. So, best advice on length would be to consider:
- Target Audience’s preferences
- The complexity of the product
- The level of investment required by the customer, i.e. if the product if going to be a significant investment for the customer, you’re going to want to get into finer detail
- The type of video – Ex: ‘Product Demo’, ‘How to’, ‘Videocast’ – will influence the length and it’s best to have picked the format based on the first 3 considerations
Generally, a video will be 5-6 minutes (‘Short-Form’), and for most videos this will be suitable, yet never leave your content’s duration to guess work or what some else suggests, let your customer’s influence your duration. Use the YouTube analysis tools to check how long users are watching for and identify trends. If your audience is clicking away after a minute, consider what you’re saying in that first minute, either you’re giving all the best content upfront and the viewer can leave having received the information they came for, or you’re dragging the intro out too long to pad your run time, therefore, the viewer has left to find a video that’s more to the point. I will come back to ‘Long-Form’ and ‘Short-Form’ in PART 2, and go through a great way to maximise your video content.
Plus, Facebook posts that link to ‘Long-Form’ content results in a higher conversion rate than posts that bounce to more ‘Short-Form’ content.
PRO TIP: Content and upload schedule (this is different to your social sharing cycle/schedule)
This PRO TIP is one of the greatest pieces of advice you’ll ever receive and works wonders for those starting a YouTube channel; it could almost be described as the perfect HACK.
The biggest mistake people make when starting out with YouTube content creation is racing to push their first video/episode out to the public. Then, suddenly, the pressure is now on you to stick to an upload schedule that’s not 100% planned out and you may have other work getting in the way of your content creation. This is the number 1 reason why most YouTube channels fail after the first 2 months, the creators simply can’t keep up with the demands of the content creation and publishing in real time.
The worst-case scenario is falling behind, especially on YouTube, as your subscriber count will stagnate and even be culled by YouTube (YouTube will auto un-sub fans if they have not watched your videos in a specified time frame and no longer alert your subs to your new videos if you are not consistent).
My advice is to first, decide on a great regular schedule of when your content is going to go public. Ex: Tuesday’s, 4pm; Thursday’s, 4pm and Saturday’s, 4pm. Audiences LOVE regular new content, at regular times. By sticking to a strict schedule, that indicates respect for, and delivers value to his audience, Deanosauruz grew his YouTube channel from 150 views per-video, to achieving 800k in less than 18 months.
Once you have your schedule nailed down (please note this is different from your social sharing schedule, think of this schedule as your programming schedule, or your insert in the Radio Times, basically, ‘what time is your content on’), it’s time to make sure that content creation is fun, easy and you don’t fall behind and give up.
Spend your first 3 months creating 2 months’ worth of exciting, ‘Evergreen’ Content‘, that you upload to your YouTube channel, but keep private.
Create content based on your schedule, in the example above it would be 3 posts/videos a week. This way you have 3 months to create this raft of 2 months’ worth of content, without placing yourself under time pressure as currently no audience is demanding it from you.
By giving yourself 3 months, by the start of month 4 you will be able to launch your channel with at least a month’s worth of content already in place (this is especially important for YouTube as audiences like to binge on content from new channels they sub to), with the second month’s content ready to go public – Ex: Tuesday’s, 4pm, Thursday’s, 4pm and Saturday’s, 4pm – and be shared on social inline with your wonderful social sharing cycle/schedule.
Doing this ensures:
- You have plenty of content to share on social media – Facebook, Twitter, etc.
- There’s a bounty of great content for your growing audience to consume from the start. You’re not luring them in with one great video and offering nothing else; trust me, they’ll forget about you very quickly, no matter how great that first piece of content was, if you do not have a back catalogue – so to speak
- You’ll grow your subscribers like crazy
- PLUS! You have a month’s worth of content in the bank! This means that while you are creating new videos you’re always going to be a month ahead, taking the pressure off you. So even if you do have some vital issues impede your content production, you’ve given yourself a little safety net
Now once you’ve been doing this a while and you’re reaping the benefits in terms of subscriber count, you then can start going LIVE on YouTube as well.
Facebook videos are thriving; native video is out performing any other form of content. The social network loves it when you upload a video to your page, they are in a battle with YouTube over views so like to push your video content out to more of your fans organically than most other content you post. If you share a YouTube video via Facebook, it won’t go so far.
How long should your Facebook videos be?
Facebook boasts about receiving more daily video views than YouTube, however, the nature of the views is vastly different. I would recommend that the videos you create for uploading to Facebook, be punchy, to the point and a maximum of 60 seconds. Previously in discussing the length of YouTube videos, I stated that you should let your audience dictate your video length, and on Facebook you want to do the same thing, however, it is pretty much a guarantee the average Facebook user will not watch much more than 60 seconds.
A good piece of advice would be to use ‘Short-Form’ video content on Facebook to hook a viewer and bounce them to ‘Long-Form’ videos on your YouTube Channel.
What about Facebook LIVE?
Facebook LIVE also affords you the chance to broadcast amazing LIVE events like never before (you can also use YouTube LIVE; however, it is a more involved investment and requires you to have really nurtured a subscriber base to get top results).
Once again you can upload great videos to Facebook to help answer customer questions, in fact a great trend coming up will be micro videos that you record in response to a customer enquiry, and post as a reply to a comment you receive.
More on personalised video and Facebook LIVE in PART 2.
PRO TIP: Silent video marketing
Although Facebook are rolling out auto-play with sound on, you are best to produce videos that can convey a marketing message without the need for audio (subtitles are a simple way to do this). Even with auto-play with sound, the nature of where and when Facebook videos are watched (on trains, on a bus, at work while your boss’s back is turned) means 85% are consumed without sound and this will stay pretty constant.
Thank you for reading. I truly hope this guide can help your business in some way. Please feel free to share this knowledge.