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How to Market With Video

By Josh Ledgard

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Video rocks. It’s instantly compelling and engaging. When compared to reading, video wins every time. So why aren’t you using it in your marketing campaign?

If you’ve ever wondered whether you should create a video for your brand, the answer is an enthusiastic yes! Let’s talk about why video is amazing and how to use it as part of your marketing.

We’ve compiled a list of resources to help you better understand video marketing. Subscribe to receive this extra resource.

Why Video?

Most of us are visual learners. We like to experience the world through sight. The human brain processes visual information 10,000 times faster than other types of content. That’s why they say a picture is worth a thousand words.

Well, if a picture is worth a thousand words, how much more is video worth? Click To Tweet

Video is a series of moving pictures that delivers a lot more than just content. It can convey tone and trustworthiness. While you can definitely do this with written content too (hey, that’s what I’m doing here), you may find that it’s a lot easier to do so with video.

On video, you have access to body language, verbal queues, comedic timing, you name it. It’s a much closer way to personally interact with your audience.

Here’s what you can do with video marketing:

Increase brand awareness. You can let people know who you are by storytelling. It’s another way to promote your branding.

Generate leads. Customers who may never find your website on search engines can find you through your videos.

Educate your customers. Back to visual learning again– your customers will benefit from learning about your product through video how-tos.

Continue to engage. Not everything is about selling or product how-tos. You can also continue to provide value by creating videos on topics that interest your customers.

Types of Videos to Produce

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So, now that you know what you can do through video, let’s talk about the most powerful types of video you can use in your marketing campaigns.

Introductions

The introduction video discusses who you are and why your audience should care. It’s a great way to personalize your brand.

A lot of brands make the mistake of not getting personal. In fact, sometimes you don’t even see the people behind the brand. The Internet is cold enough– bring some humanity by showing your audience a glimpse of who you are.

Tutorials and How Tos

If your product is particularly complicated to use, don’t just rely on written content. Add a video for enhanced clarity.

While the process may be easy for you, it may not feel that way to your customer. Take every chance to simplify the process– even if the video is only 30 seconds long. Because some of us just think better visually, it will help.

Testimonials

I don’t have to convince you how important testimonials are, do I? Great. But do you know just how awesome video testimonials are?

Just think about it: video adds extra weight to your testimonials because your customers can almost interact with the customers. It seems more authentic.

Ads

Have you considered producing a video ad for your product or service? You can run these ads in front of other brands’ videos or launch campaigns on your own social media networks.

If you choose to advertise on YouTube, you’ll need to set up an account through Google AdWords. Then, choose “Create a Campaign.”

From there, you’ll select “Video” from the drop down section.

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Image Courtesy of Google AdWords

Continue to follow the prompts for setting up a video ad campaign.

Where to Use Video

Let’s dive into where you should post video to increase your marketing efforts.

On YouTube

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This may come as a duh to you, but if you don’t know already: YouTube is actually the second largest search engine in the world– second only to Google. It’s a huge platform that you can use to market your brand, product, or service. You should definitely build traffic back to your website with a YouTube channel.

By the way, YouTube videos also rank on search engine results within Google. This means you can potentially get traffic from Google users and YouTube as well.

Here are some tips on how to stand out on YouTube:

Focus on titles. A good title can increase clicks. You only have 100 characters to work with, so hit them out of the gate with a reason to click. Focus on a benefit and tell them exactly what you’re giving away. This way, you’re more likely to get clicked.

Add a custom thumbnail to drive attention. YouTube is a visual medium, and it all starts with a great thumbnail. Thumbnails are those little pictures that either get clicked or get scrolled past, and it’s a great opportunity for you to immediately engage.

On Facebook

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Facebook offers video, too. But it’s different from YouTube. Those who come across your video on Facebook are generally not seeking it out. Instead, as with many things, Facebook forces it upon you. Through the power of automatic play, Facebook videos have a combined four to eight billion views every day.

Compare that with acknowledged video leader, Youtube, which has four billion views every day, and you’ll see why Facebook is a legit video content provider, also.

If you choose to add video to Facebook, here’s what I suggest you do:

You’ve got three seconds. Go!

Serve up your best stuff immediately. Three seconds represents the time it takes for a user to see your video in their feed, pause briefly, and then continue to scroll through. Don’t waste these three seconds trying to create a build up. For example, if you’ve created a tutorial, start with the end shot first and then go back to the beginning.

Upload directly to Facebook.

While you can share YouTube videos on Facebook, why not upload your video directly to Facebook? This way, videos are easily shared and play automatically.

Add a custom thumbnail to drive attention.

Guess what, thumbnails also work here, too. Be sure to upload an attention-grabbing thumbnail here, too.

Call them to action.

At the end of the video, you have the option to include a call to action under the “watch again” button. Make sure to link to a specific landing page.

Post it when your people are online.

Unlike with YouTube where your video is easy to find any time through search, Facebook video doesn’t have as long of a shelf life. You need to be strategic about when you post Facebook videos so that you don’t miss your audience.

On Your Website

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Your website is another place to include video. Actually, it’s one of the most important places. You can integrate video on your homepage to welcome visitors or introduce your product.

You can also use video on your landing pages to encourage sign ups.

In fact, you can’t have enough landing pages, if you ask me. You can create a separate landing page for each campaign that you run, and then drive traffic from your YouTube or Facebook hosted video onto that specific page.

By the way, KickoffLabs makes it easy to create a landing page.

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We have almost 50 landing page templates that you can check out here. All of our professionally designed pages are easy to customize and the perfect place to direct your calls to action on your video marketing campaigns.

Video Marketing Best Practices

Yay. You’ve made it to best practices, my favorite part. Let’s talk about what you should definitely do in your video marketing, no matter where you’ve posted the video:

Use it as a Content Marketing Tool

You’re not “selling” per se, but educating. Always position your video as a valuable benefit that will aid the viewer.

Keep it Short

The best videos are three minutes or less. On Facebook, keep it even shorter and get to the point immediately. Your videos should always be edited. No one wants to hear you ramble. No one.

Tell a Story

The story doesn’t have to be complicated, but it should have a beginning, middle, and end. If you prefer, if should clearly identify the problem and solution in a way that relates to the viewer.

Pay Attention to Production Value

You don’t have to be an Academy Award winning cinematographer to produce a well-done video. Just remember to do the following:

  • Shoot in natural light
  • Shoot in horizontal mode, not vertical
  • Make sure your voice is audible.
  • Don’t Post Sporadically

    Create an editorial calendar for your videos and stick to it. Once people start to subscribe to your videos, they’ll want to get frequent updates from you. Don’t post five videos in one day and then crickets for the next three years.

    Remember Your Audience

    Always keep in mind who you’re speaking to. Make sure you’re not using buzzwords and industry speak, but that you’re actually speaking in a way that your audience will understand.

    Create a Compelling Call to Action

    End each video with a call to action. Brush up on how to create a killer call to action here.

    Don’t Repeat Yourself

    If you’ve decided to use video on YouTube, Facebook, your webpage, and other places, don’t say the same thing everyone. Tweak it to each audience and platform so that you’ve shared something interesting and new.

    We’ve compiled a list of resources to help you better understand video marketing. Subscribe to receive this extra resource.