Video marketing these days is pretty accessible to all business owners. It doesn’t require that you use lots and lots of expensive equipment; you can do it really easily with your iPhone and a tripod.
In this blog I will outline what video marketing is and how to use it in your small business.
What is video marketing?
Video marketing is really just defined as:
“Using video to promote or market your brand, product or service.”
The objective of video marketing, similar to any content you put out there, is to position yourself as a trusted source of useful and helpful information. And to help nurture your potential clients along their buying journey from awareness, to consideration and decision.
Videos help to build trust with your brand
Videos have been a key part of my own content marketing strategy, and they have helped me to bring many new clients on board.
Because potential customers will often be watching my videos that I’ve put out on social media for maybe six months to a year, before they decide if they want to work with me.
Video allows them to get a feel for my personality, my knowledge, and helps them to decide if I know what I’m talking about and if they’d like to work with me.
You could even include a video with a proposal that you sent out to a potential new client, outlining what you do, and maybe include a client testimonial video too.
Clients often say to me “I’ve been watching your videos for the last six months on LinkedIn or YouTube, and now I know that I want to work with you.”
So don’t underestimate the power of video, it is such an important part of your marketing strategy and plan.
Why is video marketing so important?
97% of marketers have said that videos help them increase their user understanding of the product or service. It’s a great educational tool to help you explain your product and service, and how to get the most out of your product and service.
81% of businesses now use video as a marketing tool. 78% of people watch videos online every week, so YouTube is a massive one. 55% watch online videos every day. Source: Branex 2019.
76% of marketers have said that video has helped them increase their sales, and 80% of Internet traffic now will come from video by 2020.
50% of Internet users look for a video related to a product or service before heading to a store.
Often people have done a pre-qualifying exercise before they go and decide if they’re going to buy a product or service. They’ll have searched online; they’ll have seen what they can find out about the business.
As you can see video is a must have in your marketing and content plan, and this is why we have included video marketing is one of the modules in our 8 week online marketing course.
7 video marketing trends to be aware of
- The first one is a live Q&A. Live videos become more and more important, brands are using them to answer specific questions. You can say to your followers in Instagram, or on Facebook, hey, I’m going live this Friday at 4PM. I’m going to answer all your questions on this topic.
- 360 degree videos. These are a great way to show an immersive experience in your video. If you have a premises, you can use a 360 video option on Facebook for example; you can press and do a rotating image of your office. Or if you don’t have an office you could do the same style video at a business networking event that you attend.
- YouTube ads will replace TV ads. I’ve been running YouTube recently for some clients and the reach that you can achieve for the fraction of the price of what a TVC would cost, is phenomenal. And there are 15M users daily using YouTube in Australia.
- Virtual reality videos. There have been so many advancements in virtual reality. There’s a documentary on Netflix called “The American Meme” and in this show Paris Hilton gives us a look inside the virtual reality world that she is building for her brand. Her fans can be with her via VR whether she is djing in Ibiza or going to a party.
- One on one videos. These videos are more engaging than emails and boring sales presentations. This type of video is where you pick a topic within your industry and talk to camera educating your audience on this topic. It could also be an interview like my show over on YouTube The Marketing Hot Seat.
- Paid video courses. This is a one is growing in popularity by the day. This is where you learn a topic online through a series of video topics. This is like the 8 week online Marketing School course that we offer.
- Mobile first videos. More and more people are viewing content on their smaller devices and narrower screens. Think of this when you’re shooting your video, making sure it fits to that mobile format and that it looks good on mobile and on tablets as well. Have a a look at your Google Analytics Data and see what kind of device your users are viewing your website on.
Where do you start?
The starting point is your buyer personas. Ask yourself, what video content would they like and find valuable? Always refer back to your buyer personas which you should have built as part of your marketing strategy.
Set a goal for each video you produce. What do you want the viewers to do, what’s the call-to-action? Do you want them to download something, do you want them to read a blog, do you want them to sign up to a course? What is it you want them to do?
Commit to a number of videos you will produce each week or month. Commit to what’s doable within your schedule. Lock this time onto your calendar every week and commit to filming at those times.
Next it’s time to get your equipment organised. I tend to use natural lighting, so I shoot my videos facing a window.
I place my iPhone in a tripod that I purchased in JB Hi Fi. Once I have shot the video I edit it in iMovies.
Then to add captions to the video you can use a service such as Rev.com. They can create a caption file for you which you can add to the video, and they can also transcribe the content of the video which you can then turn into an eBook, blog or podcast.
Video content ideas
You videos can showcase a range of video styles and information such as the following:
- Education and tips
- Customer testimonials
- Frequently asked questions
- Filming live events
- Highlights reel from a corporate event
- How to’s style videos
- Providing education about the benefits of each product or service that you offer in your business and how to use them
- You can also add a welcome video to your website to explain who you help and what problem you solve
- Customer case studies
- Behind the scenes videos
- Showcase your staff
- Interview industry experts
- Highlight causes that you are involved in.
The list goes on, and another benefit of video is that it creates sticky content on your website, and increases the dwell time on each page of your website, which can help your Google rankings. You can really use video in so many ways to add depth to your business.
Sharing your video content
Once you have shot and edited your videos the next thing you need to do is share your video content. I tend to upload my videos onto YouTube and Vimeo and then I share across the following mediums:
- Google My Business
- To my email database
- Facebook groups
- I include client testimonial videos on my landing pages and product pages on my website
- Product reviews or how to use a service videos on my services pages on my website
- Client testimonial videos in proposals that I send out
- Link to YouTube in my email signature
That’s just a few ways to share your video. Now the other thing to remember is to share your video multiple times, don’t just share it once. Because a person may see if four times before they finally decide to watch it.
So there you have it, and hopefully you have found these tips useful and you are ready to get started with video marketing in your business.