As digital marketing evolves, we continue to see trends favouring video. If you are ever in doubt that you need to be using more video in your marketing to engage with your customers, consider the following statistics:
- 85% of the internet audience watches video online
- 92% of mobile video viewers share videos with others
- 51% of marketing professionals worldwide name video as the type of content with the best ROI (return on investment).
A Facebook Executive predicted that the platform will be all video in less than five years. And while a focus on optimising your content for Google is a smart play for any small business owner, you’re missing out if you’re not considering how to get found on the world’s second largest search engine — YouTube.
According to an upcoming report from HubSpot Research, 54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image (41%) based content. They also found that video content was the most memorable (43%) in comparison to text (18%) and images (36%).
So it’s no surprise to savvy small business owners that they need to use video more often on social media and on their websites – sometimes it’s just either getting around to it or understanding what to say or do or what your customers might be interested in watching, that creates the roadblocks!
HOW TO CREATE YOUR FIRST VIDEO
As with all marketing, you should always set your end goal – start with the end in mind.
There are so many decisions to make when making a video, but they all come back to one thing – the call at action for the viewer at the end. What do you want your viewer to do once they watch the video?
What’s the goal?
Write it down. Have the goal clear in the your head and on paper!
Without a clear goal, you’ll find yourself in a whirlwind of re-shooting, editing, and frankly, wasting a lot of your most precious resource… TIME!
Before you start, ask yourself the following questions:
- Who is your target audience?
- Where do they hang out? (It’s important to put the video there!)
- What is the end goal?
o Increase brand awareness?
o Sell more event tickets?
o Launch a new product?
o Gather new leads?
- Ultimately, what do you want your audience to do after watching the video?
- Where is the video going to live?
o On a landing page?
o The front page of your website?
PRO TIP: You should begin with one target location in mind where you know your audience will discover the video.
- Is it time sensitive? Do you have a due date that the video needs to be finished by?
- What’s the budget (if any)?
- What are the creative requirements? Eg. designer for graphics or animation
And finally, and IMPORTANTLY, how will you measure the success of the video?
TYPES OF MARKETING VIDEOS YOU COULD CREATE
Before you begin, you need to determine the type of video you want to create. There’s lots of options, including:
- Educational how-to videos (or audience favourite: How NOT to do something!) – great for setting your expertise with an audience
- Demo videos
- Showcase, branding videos
- Event videos
- Personal introduction videos
- Expert Interviews
- Member or customer interviews/testimonials
- Animated videos
- Case Study videos
- Live videos
- 360-Degree & Virtual Reality Videos
- Personalised Messages
- Deal with FAQ’s (Frequently Asked Questions)
The list is endless really – try to think outside the square and NEVER underestimate what YOU know, that your audience would like to know!
Once you have made all these great videos on your business, ensure you keep re-purposing them. Share them on your other social media sites, share them in emails, place them on your website and build a library of them.
HOW TO USE VIDEO IN YOUR MARKETING
At the Marketers Club, we work through the Priority Marketing System with our members – A proven four step system for transforming your marketing results.
It has 4 stages in the Marketing Funnel: Attract, Nurture, Convert and Ascend.
The following are examples of videos you could create for each stage.
Attract – The first step to attracting the attention of your target audience is to build a conversation that is about them and what they want; not about you and what you do.
You could create videos such as:
- Thought leadership
- How To Content
Nurture – Once you capture a lead, the next step is to retain the prospects attention until they are ready to buy. To retain attention, you can create videos such as:
- Case Studies
- How To Content
- Product demos
- Lead page promotions
Convert – If you want to maximise your potential to convert more prospects into customers, it’s essential you develop a solid sales system.
Video can play their part in the sales system by making videos such as:
- Product demos
- Personalised 1:1
Ascend – Once you have a buyer, your task is to turn them into high value, ongoing clients and that means developing a clear pathway for clients to travel.
Using video to help in the ascension journey could involve videos such as:
- Educational Courses
- Product Training
Remember to include call-to-actions to lead your audience along the Priority Marketing System.
Over time you can improve based on conversion rates and the content gaps you discover.
SCRIPTING YOUR VIDEO
There’s a time and place for videos to be off-the-cuff and completely unscripted. You have tear-jerking documentaries, vlogging rants, and of course, the holy grail – cat videos.
That said, most business videos need a script.
If you skip this step, you’ll find yourself editing more than you have, releasing a video that’s longer than it should be, and probably losing your audience along the way.
To help with your script writing, we’ve made a template for:
- A personal introduction to your website.
- Showcasing a particular product or service
- Answering a key question your market might have
- Highlighting your USP (Unique Selling Proposition)
If you’re not sure where to start, or what to say, use this simple script template to start attracting and converting more of your ideal clients through video on social media. Click here to download the template.
So, here’s our challenge for you this week.
We all have a camera in our pocket – so put it out and record a video.
Download our template and write the script, or simply look into the camera and tell your audience something you know would make their life easier.
You don’t have to post it anywhere, you don’t have to send it to anyone – but you do have to START.
If you want a safe platform to share it on or simply want feedback, share it in our closed Facebook group. There are hundreds of small business owners, just like you, who’d be happy to help and give you constructive and positive feedback.
JUST TO FINISH OFF …
If a picture is worth a thousand words, then a video is worth a thousand pictures! So, embrace video in your digital marketing. Start small, just with one idea and one video and build from there.
Let video help you build your community – your tribe.
We’d love to hear your thoughts on how you use digital marketing in your business to drive traffic and engage your audience.
Our audience would love to hear your thoughts too.
Or perhaps you have some challenges in this area? Join our closed private Facebook group and continue the conversation and get the answers from our brilliant community that you’ve been looking for.
PS – Don’t forget to download our fabulous BRAND NEW RESOURCE – our Live Script Template (with example script!).
Now, get cracking and do some video!
PPS – if you want to make marketing (including digital marketing) a priority, you might like to come along to our annual Marketing Super Conference in October. Tickets are on sale now. To find out more click here.
1 amazing day – 10 incredible speakers – 200+ business owners = endless possibilities. Grab your ticket today.