Maybe the thought brings visions of Hollywood: expensive sets, lighting, cameras that cost more than your car, paid actors …
And, sure, you can spend a bundle on creating a first-rate corporate video. My daughter, an actor, recently starred in a corporate video directed by a leading Hollywood director and probably cost in the 6 figures for less that 30 minutes of finished film.
If you’re a Fortune 500 company, maybe that’s not too bad, but the whole process took nearly a year. That means you need a lot of lead time to create such videos and you can’t produce many of them in a year.
Luckily, there are video marketing options to fit almost any budget and need. I won’t lie to you, though, they’re much more time-consuming that creating a blog post.
ATTN B2B Marketers: How’s Video Working for You? [Survey]
Reel SEO is running a survey in conjunction with The Web Video Marketing Council [link] and preliminary findings suggest video marketing is #3 on the list of most effective marketing tools (See Table).
Reel SEO also cited findings from a study by Vid Yard and Demand Metric from last year showing that:
- Video on landing pages increases conversion by 80%
- 82% of marketers report success in their video marketing efforts.
Here’s a video from Demand Metric with all the results:
The Rise of Video Marketing on Social and How It Affects Your Business
The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video. Period.
Despite his success on the platform, (he owes YouTube for his existence as a global brand) Vaynerchuk suggests YouTube lost its caché simply because it’s so big. Folks upload a whopping 300 HOURS of video onto YouTube every MINUTE!
Instead, he recommends Facebook as the premiere network for sharing video because of the large number of eyeballs reached every day, its enhanced sharing ability, and its community.
Of course, it’s not an either or proposition. But, uploading to Facebook, not just posting a link to your YouTube video offers serious potential to reach your market — especially when promoted by putting a little money behind the video share.
Vaynerchuk also recommends new Twitter video platforms like Meerkat, which offers live streaming video from events, and Snapchat, which is especially popular among the 13-34 crowd where 60% have Snapchat on their smartphones.
How Designers Can Use Video Marketing
By Roberto Blake
Here’s a great introduction to video marketing for content designers that touches most of the basics by Creative Pro.
For many the biggest barriers are:
- Not feeling confident in front of the camera
- Not knowing what content to produce
- Lack of video editing or video production skills
- Not having a quality video camera or funds to invest in one
- Not believing it has any value for them
The article goes on to list some tactics for producing video (including a video on getting started with Adobe Premiere Pro), the best cameras for video marketing, and how to build your YouTube channel subscribers.
Personally, I’m a Final Cut Pro gal. I guess it all depends on what video editing software you’re used to. But, beware: time seems to disappear when you’re editing video. You’ll sit down to do a few quick edits and look up to find 8 hours disappeared. I find it very enjoyable to scroll frame by frame to make the perfect splice, maybe because I’m a perfectionist. You just get in the flow.
I also use a cheap little video camera that is small enough to carry with me all the time. It captures OK video and the audio is fine as long as you stay close to your subject and don’t have a lot of background noise.
But, you don’t have to shoot everything you use for video. I use software that captures my Skype calls as split screens. I’ve used this very effectively to do interviews with folks like Michael Stelzner (Social Media Examiner) and Mari Smith. You can also record Google Hangouts.
I’ve created a number of videos using Powerpoint with or without animation. These are really good for including screen shots or presentations (there’s an option to save Powerpoint slides as a video and you can embed narration). Camtasia (by TechSmith) is another great tool for creating video from the web or other digital sources.
7 Ways to Use Video to Drive Traffic and Conversions
By Anton Elliasson
Speaking of Michael Stelzner, this post appeared this week on Social Media Examiner and it’s a great resource for driving traffic once you’ve created the video.
A key insight from the post is that you need a variety of different pieces of video that span the customer journey:
Different types of video should be used at different times to help your audience connect with your products and services. A new prospect has much different needs than an established customer.
#1 Product videos
Since website visitors are anywhere from 64% to 85% more likely to buy a product after watching a video about it, create short promotional videos that show off the main benefits and features of your products and put them on your website.
Elliasson recommends Powtoons for this and I highly concur. It’s a fabulous tool, very affordable and easy to use.
#2 How-to videos
How-to videos catch viewers with prime buyer intent. They have a problem they want to solve or something they want to learn. It is up to you to show them how to do it. In fact, nearly 1 in 3 millennials say they purchased a product as a direct result of watching a tutorial or how-to video about it.
#3 Onboarding videos
I just created one of these yesterday for a client. Onboarding videos help users get started and remove the frustration that might come from inexperience with the product.
I used Jing to do screen captures, then added these images to a Powerpoint presentation with animations highlighting the steps necessary to use the product. I then recorded the Powerpoint presentation using Camtasia and edited it in Final Cut Pro. The resulting video is only a minute long and takes users through the process step-by-step.
#4 Customer service
Reduce the load on your customer service by creating videos for common problems. Then load them up on your website so folks can do their own troubleshooting.
As P.T. Barnum once said, “Nothing draws a crowd quite like a crowd.” Showcasing customer testimonials is one of the most powerful ways to communicate your value to a website visitor.
#6 Video ads
Online video ads are currently the most effective online ad medium, and 72% of ad agencies say that online video ads are as, if not more, effective than TV advertising. Video has a click-through rate that beats normal ads by a factor of three.
On Facebook, create a custom audience for retargeting visitors from your front page or a specific product page. On YouTube, start a new campaign and create a video remarketing list. Then choose which YouTube video to promote, as you would when starting a video campaign.
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Hausman and Associates, the publisher of Hausman Marketing Letter, is a full service marketing agency operating at the intersection of marketing and digital media.