The Definitive Guide To Video Marketing – In 10 Simple Steps
Are you hoping your ideas can generate leads and traffic for your site and for your business?
Video marketing has become what the internet was 10 years ago. It’s become the marketing solution everybody knows they need, and everybody has heard of somebody who uses it and makes millions of dollars and becomes an overnight success, but few people understand exactly how to use video to get noticed and sell products and services.
In this article, I want to share with you the 10 simple steps to be successful with video marketing. The first five steps are extremely basic, but are foundational to everything else. If you are somebody who likes to skim these kinds of articles – make sure you read steps 5 to 10 more carefully.
Step #1: Have a goal
The first thing you need to do is define your goals. I know – boring right? Cliche? Ok – there is no need to get sentimental and dig up your life vision and try to understand the mysteries of the universe here – but you do need a target. To find your target – ask yourself a simple question?
Where are you in your business, compared with where you want to (realistically) be?
Are you trying to claw your way out of startup mode and become a company with a clear long-term future and stable revenue? Are you trying to introduce a new product to the market and need an innovative advertising campaign to do so? Are you a freelancer or solo-business and you need to gain five or six stable clients?
The answer to these questions will become the foundation upon which you will determine your video-marketing strategy.
Step #2: Know who you need to reach: understand your target-audience
Another cliche marketing idea is to define your ideal customer profile. Although it is cliche, it is cliche for a reason. You simply have to do this. Call it your ideal customer, call it your audience, call it your tribe – whatever you call it, you need to know who they are. There are a lot of great resources out there on how to do this, and I want to focus this article on the details of video-marketing campaigns, so I will not go in depth about this particular sub-topic. Just know that you need to be specific about who you are trying to reach with your content.
Step #3: Stay focused on your goals and your target-audience
When you know your goals, and you know your audience – stick to them. Do not wander haphazardly, but maintain your focus.
Don’t worry – I know things are still seeming cliche so far. Now we have set the foundation, and the rest of the steps will become increasingly more detailed and actionable…
Step #4: Build off your existing marketing strengths
Since you are reading this, you are probably not a video marketing expert. However, there probably is one or more areas of marketing that you (whether you are an individual or a brand) do really well. You will get the most mileage out of your video-marketing efforts if you combine them with these tactics.
The way to do this is to think in terms of driving traffic to your other marketing platforms, such as a website or blog, and enhancing your existing marketing by adding video to it.
For example, if you have a really strong social media presence, you should continue to do what you are already doing with regards to social, and you should start to incorporate video in your social posts. This will improve your social media engagement and reach substantially, and rather than inventing an entirely new marketing channel, you will get to use the audiences you have already built up, and you will also get to use the techniques you have already mastered.
If you have a great blog, you can use video to enhance the blog by embedding video in your posts, and you can also post video to social media that can drive traffic to your blog. This is an excellent strategy. Many people and companies have blogs that are very well written and informative but struggle to find traffic. Video gets excellent engagement on social channels. They are a perfect match.
To do this effectively and efficiently, match your video content to your blog. You can even use your blog post outlines as your video script. Trim your blog post down to a few key ideas, or perhaps a single snippet of your most compelling idea, and turn it into a video script. Then, when you post the video, the video will serve as a compelling hook to get audiences engaged with your ideas, and you can drive the traffic to your blog.
Step #5: Set your budget
The key to doing this successfully will be based on some of the decisions you will make in the following steps. However, it will be helpful to decide upon an upper limit or a desired budget now, before proceeding to the remaining steps, since some of the decisions you can make in the following steps will be impossible under certain budget limitations.
Step #6: Decide if you want to advertise or grow your traffic and see results manually
Advertising has the key benefit of generating traffic immediately. Of course, it costs more.
The general rule here is that you can gain business now by spending money to advertise, or you can spend less money and gain business slowly over the next 3 months to 1 year.
If you don’t have at least $2000 to spend I would say serious advertising is out of the question. You will need at least that amount to execute a Facebook ad with a video for a single month. Beyond that base amount, the decision of whether to advertise or not is well beyond the scope of this article. There are many considerations which include the cost of what you are selling, your personal and business goals, the amount of money you can afford to spend, your risk tolerance, and many other factors.
If you need help with making this decision I suggest you speak to a professional marketing agency or individual – just make sure that whoever consults with you does not have a monetary interest in advising you in only one direction (to advertise or not), but can give you impartial guidance.
Step #7: Determine if you will produce the content yourself or in-house, or if you will hire an agency or individual to produce it for you
Step #8: Decide which of the four video styles you will use to market yourself
I decided to combine these two steps since the decisions here must be made together.
The key factors in these decision will be your budget, the skill of your video team if you have one; and what style of content makes sense for you, your brand, your goals, and your audience.
Keep in mind: Tools like the BIGVU app and videomaker allow you to make very professional video with limited budgets, in house, without needing to hire technical or creative people.
The rule on budgets is that if you are considering hiring an outside agency or a freelancer to do your video, you should expect to spend a minimum of $2000 per video. The minimum amount can include the entire process of producing a video; scripting it, filming it, and editing it.
$2000 is the minimum – you can also spend much more than that. If you find somebody willing to script, film, and edit your video, for less than $2000, unless they are doing it from their home studio and are very rigid and “cookie-cutter” in what they offer you (like what you might find on Fiverr.com), I would be very skeptical. Make sure you check out their profile and get references. Keep in mind that a well produced $2000 video is more economical than a $500 video that is off-brand, off-message and/or unprofessional.
For an animated video, you can find a decent freelancer on a site like fiverr.com for as low as $50. For this price they will be using software that gives you very generic, limited choices with animation style. For another $100 you can find somebody to do a quality voiceover for you. For $500 and more you can start to get more customized with the animation. These prices assume you use fiverr, which I would recommend for animation unless you can afford to hire an agency.
I want to now discuss the four styles to video. Your decision on which style to use will be based on your budget, and will affect whether you will hire somebody to produce your video, or do it yourself.
These are the four styles:
1. Short film
This is the most emotional, and therefore potentially most compelling option. Anything with a plot or actors fits into this category. If you find yourself using words and phrases like “cinematic”, “good acting”, “good plot”, or “interesting dialogue”- you are making a short film. This includes music videos as well. Anything with highly-visual, highly-planned, and/or scripted and acted scenes. This is expensive, time-consuming, and requires creativity.
If you can afford all these things and you need to get a strong emotional reaction from your audience – this is a great option.
2. Animation/moving graphics – anything without live people or live locations
This style category includes animation, screen-capture recordings, and motion diagrams. This is the best style for anything you need to convey that is complicated in a technical way. Anything you are selling that requires an extensive FAQ, a technical support team, or requires the use of diagrams to explain – these products demand animation. This doesn’t mean this is the only type of video content you can create, but it simply means that at some point, perhaps now, you definitely should use this style.
3. “Speak to the audience” style.
This style is exactly what it sounds like. This could include a news-style video with a reporter, a talk show, a podcast, a documentary with interviews, a how-to video with a person presenting the ideas directly to the camera, a person speaking to the camera asking questions, or a straight-up sales pitch at the camera. Anything that could conceivably be filmed with a selfie camera of a cellphone fits into this category.
4. The “I decided to record this” style
This is anything that happens live, in the real world, that is recorded. On the low-budget end these are home videos, and on the high-budget end these are sporting events, live concerts, and speaking events. The home-video version of this can be cheap and can potentially go viral. Cute pets might be the most obvious example. The challenge is fitting this style with your brand – unless you sell cat clothing, you might not benefit very much from a cute cat video, since it may dilute your brand image, especially if you use cute videos like these that have nothing to do with your product or service too often. A bit is OK.
So how do you decide?
Well – you can do all of them. You don’t need to choose just one. However, you may want to rule some options out, and you may also want to choose a style to focus on, at least for now.
If you have a large budget I would suggest hiring an agency and starting to think about short commercials, short creative videos that are scripted and fit with your brand, and advertise with these. If you don’t have a large budget I would go ahead and rule the short film option out, at least for now. Once you have some video under your belt and gain some momentum and some confidence you can come back to this option and think about producing it yourself.
I would not choose animation or anything within that style category as your first video, unless you are on a very tight budget and have a product that needs a lot of explanation. If this is the case – consider building a landing page video on your website, or building some short animations for social media, plan on spending $250 per video including a voiceover and some background music, and go to fiverr.com and find an animator and a voiceover artist.
The “I decided to record this” actually has a very rigid blueprint for success. There are certain types of “captured in the moment” videos that people really like watching. These are cute videos like videos of animals or babies; funny home videos like people falling over or prank videos; action videos like stunts or sporting events; and videos of interesting events like music events, political events, and speeches. If you are selling a product or an idea that can and should be associated with anything in these categories – you should plan on making this style of video. Otherwise, don’t plan on this being your first, or main, piece of video content.
The “speak to the audience” style is a great style for any person or business that has a budget of less than $2000 per video, and is willing to invest some time and effort into making great video content.
Your decision will come down to budget considerations, and what makes sense for what you are trying to sell or get attention for. There is no formula – you will have to be a bit creative.
Step #9: Plan the content
Now that you have determined what style video you want to make, and whether you will produce it in house or not, you are ready to start planning the content.
You will need to write a script, which includes both spoken words and also visuals (what will you show in the video?). How to write a great script is a bit beyond the scope of the article – but here are a few key pointers:
Keep your personality intact, play to your strengths, and align with your goals.
If your goal is to make a direct sales pitch and turn audience members to customers as fast as possible – don’t waste time talking about a bunch of different topics that don’t directly fit with your sales pitch.
Don’t sap all the personality out of it – people enjoy watching video that they, well, enjoy watching. Don’t be a robot.
Tools like the BIGVU app will make it very easy to speak, verbatim, exactly how your script is written, without rambling or stumbling over words. This can be very helpful.
Step #10: Make the content
This is where it all comes together – check out the playlist below if using BIGVU to see exactly how to make your video:
After it’s done:
Now, you need to market your video. Fortunately, because of all the work that you have done up until this point, you should know exactly what you are doing with this video – whether it is going in your blog, being used as a social media post, or being used for your landing page on your website.
The fact that you have planned this out ahead of time has, if you followed this step by step process, helped prevent you from making the biggest mistake most people make when video marketing. Most people make a video first – basically just “winging it” and trying to make something interesting or engaging, and then they think about how to share the video after the fact.
But no – now that you’ve read this blog post, you won’t make that mistake.
I know it’s only the basics here – but that’s what you wanted, right? Check out our other content on our blog by clicking the link at the top of the page to go to our blog, and explore.
BIGVU TRAINING VIDEOS:
Continue at: https://www.youtube.com/watch?v=VMiq1Ntq89A&index=2&list=PLx01t8fjdJN-dlTsklhKJMXYKkbLpXFZL