Take Your Video Marketing campaign To The Subsequent Degree: A Starter’s Information

If you don’t live under a rock, you know that marketing online is vital, and if you have experience with it, you will also know that the use of video is a crucial tool in that endeavor. I teach business owners about digital marketing strategies on social media and the most important piece of advice I give them is how to create videos that people will watch and how to properly distribute them. Well done, this ensures that you assert yourself and get noticed in the market. A few quick words: In 2021 alone, I won three two point awards for digital marketing campaigns that grossed over $ 1,000,000 and an eight-digit award for another campaign that grossed over $ 10,000,000.

Overall, I’ve found that instructional and informational videos, properly distributed, are the fastest, safest way to stand out from the crowd. That said, people have found so many ways to botch these campaigns.

Some important principles to avoid being among them:

Serve, not sell

People want to get value from a video. You don’t want just another sales pitch. Content marketing isn’t about telling a community how great you are or how great a product is. It’s about knowing potential clients or customers and giving them solid information that will make their lives better. The mantra I teach students is, “Serve, not sell.” You no doubt have an understanding of your field that the more potential customers can benefit, the more likely they are to become customers.

Related: How Entrepreneurs Can Maximize Their Brand Voice Through Video Marketing

Don’t be perfect

In this type of marketing, you want people to know, like, and trust you. How relatable is smooth perfection in this striving? I don’t advise anyone to be unprofessional, only that being authentic is key. I remember the beginnings of a real estate career a long time ago. I was determined to become an expert so I searched for courses online. One teacher had shaggy hair and ugly glasses. He waved his hands and barely looked at the camera, but he was so sincere and passionate about what he taught that it became one of my favorites.

I’ve made thousands of videos now. Sometimes I speak too quickly and often forget a word that I am fighting over. Sometimes my dog ​​jumps on my lap. It does not matter. In fact, clients and students often say that it is this authenticity that attracts them.

Nevertheless, there are some requirements: You want decent lighting and sound, make sure that your underwear doesn’t dry in the background (it was already there, did that) and you don’t film your feet (I did that too)). You may want to get even more tweaking later and set up a studio and use an editor, but even if you do, authenticity and content are what people think, not perfect production.

Related: How Your Business Can Create Professional Videos on a Shoestring Budget

Don’t just do a few

This is the biggest mistake entrepreneurs make: they try a video, two or three, and if you don’t see immediate results, stop and revert to old techniques. In the earlier days of marketing, could an ad in a newspaper create an unbroken pipeline of business? Did two commercials shown on some TV shows get customers storming out the door? Of course not, which is why you might have heard of the “sevenfold factor”: On average, users have to see an ad seven times before they even notice it, let alone decide to buy it.

It is similar with instructional / information videos; you’re trying to build a relationship with the viewer (one is often referred to as “para-social”) where someone feels they know you even though you’ve never met, much like the people about the characters in Favorite “think indicates. This relationship takes more than a contact or two to develop, and provided your videos offer enough value, audiences will be eager to get involved and get to know you.

Don’t bury them

Too often great videos are made with great content, but instead of distributing them properly, the creators put them on a website or Facebook page and put an end to it. Who will see them there? Your mom, some existing customers, and if you’re lucky, you might even get a curious visitor to the site who notices and that just doesn’t use the power of video. It doesn’t matter how great they are if few see them, and effective distribution means getting them to a variety of places like Facebook, yes, but also YouTube, LinkedIn, and others. It also means “paying to play”… spending part of your marketing budget on promoting videos.

Related: 5 tips for creating social media videos that stand out

Don’t be lengthy

A video should generally not be longer than two minutes to watch. It has been further proven that it is more likely to be seen if it takes less than 90 seconds! We all have short attention spans, and most of us check how long a video will be before it even plays. So, make it short and sweet. If you can’t cover everything you want to cover within 90 seconds, cut out some of the content for the first video and present the rest in others.

Follow the six “E” s

In order to create a great video that will be watched and made an impact, here are some things to keep in mind:

• Raising. Provide information clearly. Try to remember what, as a newbie in the field, you did not know without speaking to an audience. And avoid industry jargon; position yourself as an expert by showing how much you know rather than telling them.
• To chat. I’ve found this to be done effectively by incorporating interesting stories or dramatic examples, and humor is always an asset. Start a video with an eye-catching hook, not just a written introduction. Instead of “Hello. I’m Joan Doe from Making Money LLC, a management consulting firm that specializes in … “Yawn. Instead, start with something like, “What if you could say that your business idea is doomed before you even get started? I’ll show you five early warning signs and how to resolve them. Hi, I’m Joan Doe and I help business owners like you… “Which beginning is a better eye catcher?
• Irritate. The key here is showing an audience that they can solve a problem, achieve a goal, and improve their life. Share great practical tips and tricks to help them get what they want or to solve problems.
• Hire. Show sincerity and personality. Perhaps you can let people know that you are facing the same problems or have the same desires as them? Make it clear that you are focused on the audience’s feelings.
• Encourage action. This does not just mean “buy now!”, It is intended to encourage viewers to take the next step. Methods could be “email me to let me know what other questions I can answer to help” or “download a free step-by-step guide” on the topic just presented.
• Enthusiasm. Show your real passion and interest in a topic. Even if you’re not the cheerleader type, try to do a little better. Since you are not in the same room with an audience, the energy has to be a little bigger than usual for them to feel it.

One last tip: just start. Don’t be intimidated if you haven’t used the video format before. When thousands of entrepreneurs successfully figure it out, so can you!