This comprehensive video marketing strategy guide contains detailed video marketing ideas you can use to grow your business. Video marketing is an incredible method to significantly grow your online or offline business.
Before we dive into these video marketing strategies to grow your business, let us look at some quick history of video marketing.
About 15 years ago, making even a simple marketing video was some what complicated. To make the video, you needed a video camera to shoot high quality footage and you had to use complicated video editing software. Sharing the video with others was difficult as well. This usually requires you to burn the file to a CD or DVD.
Then, two things happened that changed everything. First, YouTube was created. Suddenly, a platform existed that made it incredibly easy to share a video with the world. Now, instead of relying on CDs, DVDs or hard drives, you could simply upload a video to YouTube and share the link with thousands of people.
Second, the smartphone was invented. Hence, within the span of just a few short years, almost everyone was carrying around a relatively high quality video camera in their pocket.
Now, anyone can create and share a video in a matter of minutes. The results of all of these, is that more than ever, people are consuming huge amounts of videos. Therefore, the need to include video marketing strategy to grow your business.
The Ultimate Video Marketing Strategy Guide to Skyrocket your Business Growth
Table of Content
- Consider these staggering statistics
- What are these statistics telling us?
- 10 Powerful Video Marketing Tips to Grow Your Business
- How-To Videos
- Expert Interviews
- Demo Videos
- Event Videos
- Explainer Videos
- Testimonial / Case Study Videos
- Live Videos
- Personalized Videos
- Mix It Up
Consider these staggering statistics:
- People watch more than 500 million hours of video on YouTube every single day.
- YouTube has more than one billion users.
- 45% of people consume more than one hour of video per day on Facebook and YouTube.
- 85% of internet users in the United States watch videos online.
- One-third of total online activity is watching videos.
Starting to get the picture? Videos are everywhere and everyone is watching them.
The explosion of video represents a huge opportunity for business owners. Consider these stats:
- 51% of marketers say that video is the type of content with the highest ROI.
- Businesses who use videos increase their revenue 49% faster than those that do not.
- 64% of consumers buy something after watching branded social videos.
- Video results in 12 times more social shares than text and images combined.
- Videos posted directly to Facebook have 10x greater organic reach than YouTube links.
- Blog posts that include video get three times more inbound links than those that don’t.
- People will retain 95% of a message when they consume it via video as opposed to just 10% when reading the message in text form.
What are these statistics telling us?
Simply put, businesses that use video marketing achieve greater results than those that don’t. If you want to connect with more customers, expand your brand, and ultimately generate more revenue, you should be using video marketing.
But for many people, the thought of doing video marketing is intimidating. They don’t know where to start and what the best practices are. They’re worried or uncomfortable about getting in front of the camera. And so, they never get started with video marketing.
They don’t take advantage of the enormous opportunity that video presents them.
That’s where we come in. In this eBook, you’ll discover simple, easy-to-follow video marketing tips. The goal is to make video marketing relatively easy for you.
Video marketing no longer has to be complicated. You don’t need a big budget, lots of film equipment, or a fancy studio. You can literally just use your smartphone. All that you really need to succeed with video marketing is creativity and determination.
So, are you ready to get started with this video marketing strategy guide?
Let’s dive into the 10 powerful video marketing strategies to grow your business.
Video Marketing Strategy #1: Pick Your Primary Platform
Where will you be sharing most of your videos? YouTube? LinkedIn? Instagram? Facebook? Pick one to get started with.
Granted, it’s fine to share videos on multiple platforms. In fact, you probably should for maximum exposure. But video marketing is more than just publishing new videos. If you really want to succeed, it’s important to also engage with those who watch the videos.
If you create a compelling video, people will comment on it. In turn, you need to respond to those comments and create a conversation between you and your viewers. The more comments and views the video receives, the more exposure it will get, because social media platforms give preference to content that is getting a lot of engagement.
If you spread yourself too thin across multiple platforms, it will be difficult for you to engage with everyone. Your video will end up getting far less exposure than it would if you dedicated yourself primarily to one (or two) platforms.
How do you pick your video platform?
It’s really about knowing where your audience spends most of their time. In other words, what platform do your customers use the most?
If you are in the B2B world and looking to connect with other professionals, you may want to focus on LinkedIn. On the other hand, if you are selling to Millennials, Instagram and YouTube are probably good options. If your audience is slightly older, Facebook is probably your best bet.
If you don’t know which platform your audience prefers, just go with Facebook. It’s the largest social media platform in the world and you can be sure that your customers use it.
Video Marketing Strategy #2: Start with Simple Videos
One of the biggest reasons people don’t get started with video marketing is that they make it way too complicated. They think they need to have a fancy script, professional lighting, and an ultra-high-quality camera. Nothing could be further from the truth.
Some of the most popular YouTube channels feature a person in their bedroom just talking into their computer. They don’t use special effects or difficult editing techniques. The lighting isn’t particularly good. And yet these videos get millions of views and thousands of comments.
The reality is that these days, people don’t expect videos to be incredibly polished or produced professionally.
To get started in video marketing, start really simple. Just use your smartphone or computer. If you can, try to make sure you have enough light, but don’t overly stress about it.
The key thing is to start sharing video. Avoid being a perfectionist. Don’t think that you need to have the ideal video setup.
If it helps, think of video marketing more like having a conversation than giving a presentation. You don’t obsess about having a conversation with a friend. You just talk about what’s on your heart and mind.
Sharing videos online is somewhat like having a conversation with a group of friends.
It doesn’t have to be overly formal or nicely wrapped. Just talk to the camera like you would talk to another person.
If you really want to create a small video production setup, you can easily do that. You can get lights on Amazon for as little as $20 and there are plenty of simple film editing tools that make it easy to splice video clips. You may want to consider using:
The main point is that you just need to get started. Yes, you can make some simple purchases to enhance the overall quality of your videos, but don’t let this be a sticking point for you. It’s better to start simple and continue to improve the quality of your videos instead of trying to be perfect from the beginning.
How long should your videos be? There’s no set rule. Really, it will be determined by your subject. Make the video as long as it needs to be but no longer. If you can communicate all your points in just a few minutes, then only make your video a few minutes long. Avoid the temptation to add filler just to reach a certain length.
Video Marketing Strategy #3: Deliver Authentic Value
The key to video marketing is delivering authentic value to your audience.
First and foremost, be authentic in your videos. Don’t try to put on a front or be someone you’re not. If you want to stand out in the crowd, be yourself. You have something unique to offer the world – experiences and insights that no one else has.
Gary Vaynerchuk is an excellent example of creating videos with authenticity. He’s not an especially polished or refined-sounding guy. However, millions of people watch Gary’s videos because he delivers a ton of authentic value in each one.
So, be yourself when you record your videos. If you love to laugh, include some jokes. Are you passionate about the subject, let that come through. If something makes you upset, make that evident.
However, authenticity isn’t enough. It’s also important to deliver a high amount of value in your videos.
Create videos to educate and entertain
You need to educate or entertain (or both) through the videos you produce. How can you be sure that you’re delivering value?
- Answer commonly asked questions.
- Address audience pain points.
- Teach your audience how to do something.
- Give expert advice or insight.
- Provide “aha” moments.
Your goal is not primarily to make more sales. Your goal is to give something valuable to the person who watches your videos – to help them achieve their goals and fulfill their desires.
The more value you add to your audience, the more you’ll become known as an expert in your field. Others will look to you to help them solve their problems. Your brand will grow, and you’ll attract those whom you are best positioned to help. These things will ultimately lead to more sales and revenue.
Why is Delivering authentic value Important?
Because, the goal of delivering authentic value will inform the topics of your videos. Many people struggle with knowing what to talk about in their videos. But really, it doesn’t need to be very complicated. Simply ask yourself these questions:
- What is my audience struggling with?
- What do they need to know?
- Are there important questions they asking?
- What problems are they trying to solve?
- What one thing would make a difference in their lives?
Your videos don’t need to be long or complex. Answer one question, solve one problem, or teach the audience one thing. The more you narrow your focus when choosing a topic, the easier it will be to make the video.
If you’re still struggling with what topics to cover, consider past content you’ve created that has resonated well with your audience. Have you written any blog posts that have gotten a lot of traffic or posted something on social media that has gotten a ton of comments?
All of these things are indicators of what subjects resonate most with your audience.
The good news is that the more you make videos, the more you’ll come to understand what’s important to your audience. This, in turn, will guide you as you produce future videos.
Video Marketing Strategy #4: Create a Simple Script
Before you start filming, it’s beneficial to create a simple script for yourself. This script doesn’t have to be word for word, detailing exactly what you will say, although you can certainly do that if you want to. A simpler alternative is to simply use bullet points that cover the main points of what you’ll say.
Why do you need a script?
Because it ensures that your video is clear, concise, to the point, and covers everything you want it to. If you don’t use some form of script, there’s a good chance you’ll ramble, which will bore your audience and cause them to tune out.
A script keeps your video on point and prevents it from being too long. It also ensures that the points you’re making are clear and follow a logical outline.
When creating your script, think of it like you’re giving a short speech. With a speech, you have an introduction, your primary points, and then a conclusion. Ideally, your script should follow a similar pattern.
Try to keep your script conversational.
Remember, you’re going to be talking into the camera, and you want to speak in ways that resonate with your viewers. Think about your audience. Think about, what kinds of things would they like to see and hear? What do they think is funny or interesting? What do they want to learn? Try to incorporate these things into your script.
After you create your script, run through it a few times before you film. This gives you the chance to hear how things sound out loud and to get the points firmly fixed in your mind. If something sounds strange, improper, or out of place, this is your chance to make changes.
If you’re like most people, you’re probably tempted to skip this step and just get right to filming. Avoid making that mistake. Creating a script is a crucial part of the process and will keep your video on track. So, write a script, practice it several times, and then record the video when you feel comfortable with what you’ve written.
Video Marketing Strategy #5: Draw the Viewer In
Now let’s get into some practical tips. When creating your videos, try to draw the viewer in quickly, right at the beginning.
Remember, people have short attention spans, so you’ll want to grab their attention quickly. Get to the point fast. Don’t drone on and on with a long introduction. Tell them what they’re going to learn from your video and why they should keep watching.
What are some good ways to get people’s attention quickly?
Consider opening or starting your video with a:
- Personal story
- Surprising statistic
- Powerful quote
- Humorous quip
- “What if?” scenario
- Thought provoking question
- Controversial statement
Your goal is to get people engaging with your video right from the start. To have them thinking, pondering, laughing, or maybe even disagreeing with you. The more you can pull them in at the beginning, the more likely it is that they’ll watch the rest of your video.
If your introduction is too long or boring, people will quickly tune you out. They’ll start watching something else or scroll further down in their newsfeed. They won’t be interested in future videos that you create because they think the content that you produce is uninteresting.
So, take the time to craft an interesting, engaging, captivating introduction to your video. Think about the things that interest you and make you want to keep watching. Then implement those things in your own videos.
Video Marketing Strategy #6: Experiment with Different Types of Videos
One of the great things about video marketing is that there are so many different formats to work with.
In how-to videos, you show your audience how to do a particular task or solve a particular problem. For example, you could show them how to perform a specific exercise or how to use an online tool. Google recently reported that 93% of Millennials use YouTube to learn how to do things.
How-to videos are a great way to demonstrate your expertise in a particular area and help your audience solve common problems that they encounter.
These types of videos also tend to generate a fair amount of comments and questions, which creates interaction between you and your viewers.
Expert interview videos involve you talking to someone who is an expert in their field. You ask them questions that are relevant to your audience.
By talking to thought leaders and experts, you establish trust between you and your viewers. You demonstrate that you’re connected to individuals who can help them overcome their problems.
In demo videos, you show your audience how one of your products works. For example, let’s say you sell an online course. You could record a video in which you walk your audience through each module of the course, explaining what they’ll learn.
These types of videos are effective for overcoming purchasing objections and showing all the things your product can do.
If your business is hosting some sort of event, videos are a great way to promote it. You could easily record a short video in which you tell viewers why you’re excited about the event, what will happen there, and why people should come.
These types of videos encourage your audience to attend your event and serve to promote your brand.
Explainer videos are a way to help your customers better understand their own problems as well as why you’re the perfect person to help them. In an explainer video, you walk the viewers through a particular problem or concept that they deal with.
For example, let’s say you’re a fitness coach. You could make a video about why many people deal with back pain and the exercises they can do to alleviate it.
By explaining things to your audience in simple, clear, and compelling ways, you demonstrate your expertise and show them that you have both the knowledge and skill to solve their particular problem.
Testimonial / Case Study Videos
Testimonials and case studies are an excellent way to show your audience that you get real results for your customers and clients. They show your audience that what you offer actually works. That you really can solve their problems and change their lives.
An easy way to get video testimonies and case studies is to simply interview your happy customers via Skype or Zoom (or any other online video program). Ask them questions like:
- What were things like before we worked together?
- What are the big problems were you struggling with?
- Can you tell me the solutions you try that didn’t work?
- What results did you see after we worked together?
- Did we implement any solutions?
- What was your experience like?
Facebook, Twitter, Instagram, and YouTube all allow you to stream live videos directly to your followers. In these videos, you interact with your audience in real time, answering their questions, taking them behind the scenes, or showing them what a normal day looks like for you.
There are two primary advantages to doing live videos:
- Engagement. Live videos tend to get a lot of engagement (views, likes, and comments). It has been reported that people will watch live videos eight times longer than prerecorded ones.
- The more engagement the videos get, the higher they’ll be in people’s newsfeeds.
Most people don’t think of this, but one unique way to do video marketing is to make personalized. For example, let’s say that you have a meeting with a potential customer who would be a great fit for you. After the meeting, you can send them a video in which you thank them, recap what you discussed, and lay out any next steps.
This approach allows you to be more detailed and personal than you could via email.
Mix It Up
When doing video marketing, try to create some (or even all) of the different types of videos listed here. Mix things up and keep your audience interested. Do a live video one day, take people behind the scenes another day, and share a customer testimonial on yet another day.
The more you mix things up, the more interested your audience will be and the more likely it is that they’ll engage with your videos.
Video Marketing Strategy #7: Repurpose Your Content
Many people struggle to know what to talk about on video. They have no problem creating a script once they get an idea, but struggle to come up with good ideas in the first place.
If you’re struggling to come up with subjects for your videos, consider repurposing other content you’ve created.
Almost any type of content can be repurposed into a video:
- Blog posts
For example, let’s say you wrote a blog post that went over well with your audience. You can easily turn the content from your post into talking points in your video. Or you can make separate videos based on each individual point. You can use the same approach with chapters from an eBook, points you’ve made in a podcast, and more.
Are you worried about saying the same thing more than once? Don’t be. The reality is that different segments of your audience prefer to consume your content on different platforms. Some people want to read your blog posts. Others would rather watch a video. Still others would prefer to listen to a podcast.
When you create videos, you connect with a segment of your audience that you might not otherwise.
Video Marketing Strategy #8: Use Attractive Video Thumbnails, Titles, and Captions
This practical tip can have big results.
A thumbnail is the picture that people see before they click on your video and start watching it. If you use attractive, captivating thumbnails, your readers are much more likely to click on your videos and watch them.
What makes for a good thumbnail?
A good thumbnail ideally should contain the following:
- An interesting picture that stands out. Don’t use a black and white photo. Use one that really pops and will grab people’s attention.
- Text overlaying the picture that will draw people in. The text should capture the essence of the video and tell people what they will get if they watch the video.
The good news is that it’s really easy to make thumbnails with your smartphone. Canva makes it incredibly simple to find a great photo and then put captivating text on that photo.
You also want to give your video a great title. The title is the text that usually sits at the bottom of the video when people see it in their newsfeed. Like the thumbnail, you want the title to cause people to snap to attention when they see it. You want your title to stand out as people scroll through their feeds.
How can you know if your title is any good? There’s a tool for that. Type your title into the Coschedule Headline Analyzer and it will analyze it word by word. It will then give you very specific suggestions for how you can improve it. It will tell you what types of words to add to make it more interesting and more likely to attract people.
Finally, it’s a good idea to add captions to your videos. Why? Because many people watch videos without the sound turned on. This is especially prevalent on Facebook, where videos automatically play when you hover over them. If you don’t have captions, many people won’t stick around to watch them.
There are several easy ways to add captions to your videos. Some platforms, like YouTube, use AI to automatically create captions for your video. However, the transcript isn’t perfect, and you need to manually go through it and make corrections. This can be done relatively quickly.
Another option is to use a transcription service, such as Rev or Otter.ai, to create transcriptions of your videos and then upload them to the platform. The cost of using these services depends on the length of your video.
While this method is a bit more expensive than using tools provided by the platforms themselves, it’s more accurate and saves you quite a bit of time.
Video Marketing Strategy #9: Use Calls-To-Action in Your Videos
At some point in every video, you should include a call-to-action.
You don’t want your audience to passively consume the videos you create. You want them to engage with you. To take action. To do something during or after they watch your video.
The more engaged your audience is, the more views your videos will get. As your videos rack up views, they’ll be shown to more people, which will increase your audience, and so on. It’s a beautiful cycle.
To get your audience to take action, you need to ask them to do it.
What sorts of things should you ask your audience to do? Again, think in terms of engagement. Yes, you want them to watch your video. But you also want them to follow you or subscribe to your channel. You also want them to like the video and comment on it.
A simple way to accomplish these things is to ask your audience to do them. You don’t have to make it long and drawn out. Just quickly ask them to like, subscribe, and leave a comment. This is a common practice on YouTube and is how many big channels build their audiences and increase views on their videos.
Where should you put your call-to-action?
You have a few options:
- You can put it right at the beginning so that it gets people’s attention. However, on a psychological level, this doesn’t make much sense. At the beginning of the video, you haven’t given any value to the audience yet. You haven’t really given people any reason to like, subscribe, or comment.
- A much better option is to put your call-to-action at the middle or the end of the video. This way, people see how valuable your videos are and are more likely to want to engage with them. They’ll want to subscribe to your channel or comment on your video once they watch it.
Prove how good you are, and then ask people to take action.
Video Marketing Strategy #10: Collaborate with Others
One of the best ways to grow your audience is to collaborate with others.
Collaboration allows you to accomplish several things at once:
- Collaboration allows you to reach a new audience. When you collaborate, you share audiences. You introduce the one that you collaborate with to your audience and they introduce you to their audience. They post the content to their social media accounts and so do you.
- In a sense, you’re sharing the stage with that person, which opens up many opportunities that you wouldn’t have otherwise.
- You establish yourself as a leader in your field. Those who watch the interview see that you’re connected to influential people. You demonstrate that people want to work with you, which then creates trust with your audience.
- You get connected to other influential people. When you collaborate with someone, you also get access to their contacts. You can ask them to recommend other people that you should collaborate with. They can then connect you with those people, which is a really big first step.
- People are much more likely to work with you if you have a shared contact.
What types of videos should you make when you collaborate together?
There are many different options:
- Joint webinar
- Expert interview
- Live, in person
- Review each other’s products
- And many more
Really, you’re only limited by your imagination.
The only requirement is that the video bring authentic value to both your and their audience. This means that you should only collaborate with people that you trust and value. You don’t want to begin a collaboration, only to discover partway through that they’re not a good fit for your audience.
Focus on collaborating with those who offer something truly unique to your audience.
We’ve covered a lot of ground on these 10 Powerful Video Marketing Tips to Grow Your Business.
You’ve learned about:
- Picking your primary platform
- Starting simple
- Delivering authentic value
- Creating a simple script
- Drawing the viewer in early
- Experimenting with different types of video
- Repurposing your content
- Using attractive thumbnails, titles, and captions
- Using calls-to-action
- Collaborating with others
When it comes to video marketing strategy, be patient with yourself. Unless you create a viral video, you probably won’t see explosive growth.
However, if you keep at it, consistently delivering insights and value in your videos, you will grow. Then, people will share your videos with others, which will lead to more exposure, and ultimately culminate in the growth of your platform and business.
Don’t overthink your video efforts. When it comes to video marketing strategy, many people experience paralysis by analysis. Hence, they feel intimidated because they don’t know how to do everything right away.
But the reality is that the smartphone and social media have made it incredibly easy to do video marketing. The barrier to getting started is so low. In fact, it’s has never been easier to get your message and brand in front of thousands of people.
So, don’t wait around when it comes to video marketing. Your audience is waiting for you. Therefore, use this video marketing strategy guide to get started and skyrocket your business growth.
Go out there and get started with video marketing!
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