Video Marketing through Blogging
Why Video Marketing?
Many marketers faced with the prospect of video marketing ask the same question: why (and often, why me?). The answer is complex, but at its heart: video marketing works tremendously well.
It works so well, that 73% of B2B companies claim to have experienced a positive ROI using it. In a report by Hubspot, 64% of video content consumers go on to make a purchase afterward.
If you’re worried that video marketing takes a lot of effort, take heart that the effort is well rewarded. The same report states that 60% of consumers stop watching after 2 minutes. That means that short videos are highly effective and yield high returns on investment.
Is that a good enough reason to delve into video marketing?
Yes, if you want to appeal directly to your audience and provide the ultimate in conversational content, putting a face and voice to your words will build rapport like nothing else.
Yes, if you want to appeal to impulse buyers who don’t want to read through a long sales page or product description. They just want to see that you’re a real person behind the business and not a dodgy phone number that doesn’t connect.
Yes, if your products or services benefit from a descriptive video to help demonstrate their benefits and features.
Yes, if you want to help build trust with your customer base. People love to know the people behind a business.
Yes, if you want to leverage the additional search engine optimization and traffic benefits from video distribution online.
Social media has become a contributing factor in digital marketing. If you ever doubted it, look up the known ranking factors that Google admit to using and you’ll find that content engagement on social media (called social signals) help Google decide on ranking content.
Video is one of the most widely shared types of content on social media because it connects on an emotional level and that helps encourage viewers to share and comment on videos they like.
While much of the benefit to videos is two-way, there’s one aspect that is definitely in the video marketer’s favor: analytics.
Video analytics are easy to see and understand. Every platform, whether YouTube or Pinterest, that hosts a video, allows access to data such as which video was watched; by what percentage of men or women; what age groups that interacted most; how much of the video they watched; whether they finished watching or stopped after a minute; and whether they liked it, shared it or commented on it.
With the abundance of data available, fine tuning your marketing to reach your ideal market has never been easier.
Content Marketing Hacks for Video
Video is the future of content marketing. Whether that be for the often quoted lack of concentration we all suffer from now that we have computers in our pockets that exceed those used to land a rocket on the moon, or not, has yet to be proven.
Maybe it’s overwhelming. There are multiple millions of blog and social media posts made daily, it’s scary. If you want to take a look into the internet like Neo looks into the Matrix, just pay a visit to http://www.internetlivestats.com. Just a few seconds on this site will help you understand exactly how overwhelmed people are with data and why the personal and emotional connection made with video makes such a difference to its success.
Low production costs mean video is a very realistic medium to expect to excel in.
Yet we are still wary of putting ourselves out there on video.
Here are 5 hacks to supercharge your video marketing, build your platform and take away the fear of doing so.
- Keep it short.
You don’t need to spend a lot of time on camera. While textual blog posts that run into thousands of words are de facto in content marketing, Google doesn’t regard video in the same way. Even one minute of engaging video is worth producing.
Always have a call to action, no matter what. You will use multiple formats of video, and it’s perfectly fine to use multiple CTAs – just use one per video, no more than that. Deciding on your CTA before video production will help you bear in mind why you are creating the video in the first place and cut out unnecessary content. And guess what! That helps you keep it short.
- Create an advertising budget for video.
Yes, one of the great levelers of the video marketing world is that it can be done free or extremely cheaply – but spend a few dollars on some ad campaigns and raise your profile above your competitors for content that counts.
- Publish on a schedule. Bloggers do it all the time, and video creators should take their publishing schedule just as seriously. If you are not publishing content, you should be promoting it. These two activities should make up 90% of your marketing dollar.
- Create content specifically for the intended platform. Look at what’s working on the platform you intend to use, e.g., Twitter or Facebook, and create video that suits the platform’s format. It might seem obvious but serious documentary videos are best left to YouTube and are unlikely to get much interaction on Facebook.
Always bear simple tips like these in mind, because video marketing is something that’s best learned by dipping into it and selecting small amounts of forward momentum.
Promoting Your Small Business through Video Websites
In the current internet world of the 21st century, small businesses are lucky. They have unprecedented access to advertising and marketing software and channels that are as sophisticated and effective as they are free and easy to use.
If you’re a small business owner, video marketing is a must have marketing channel. To ignore it is to stick with black and white print when the rest of the world exists in technicolor cinemascope.
To date, almost every advertising medium has cost money. Whether it be rental space for a poster, broadcasting fees for a television ad, ad slots in the movie theaters, or direct mail through letterboxes; getting access to people’s contact details and paying for the ad space (in whatever format that may have been) cost the advertiser money.
Now we have video sites where our target market chooses to go and spend time – and choose to go in search of answers to their problems. People would rather spend two minutes watching a tutorial video than wade through long tracts of textual blog posts in search of an answer to their problems.
The internet is almost a free medium for expression – once you’ve uploaded your video and put it in front of all the avid viewers, there’s no fee to maintain it there. There’s no ad space you pay for, no delivery cost you need to cough up, no hosting fees either!
Where you choose to upload your video content is easy to figure out. Visit Google and search for keywords and terms relevant to your business. Try to brainstorm as many “how to” type video ideas as possible – they tend to be what are called long tail keywords, in other words, very specific search terms that people use online. Such as “how to compile a book for print using Scrivener” or “how to match clothes when you have red hair”. You can see that by finding very specific search terms you can leapfrog over other content creators.
Look for your own search term and then see what video shows up on the first page of results. If none shows up, play it safe with YouTube and syndication through Vimeo and VideoMagic. If a video shows up for a specific sharing site, use that site because that’s where your audience will be.