Hey everyone.
Jason here, digital marketing consultant.
And in this video marketing guide, you're going to learn four actionable tips to grow
and scale your business online with video in 2020 and beyond, make sure you check out
the timestamp table of contents in the description, along with some other helpful deep dive video
marketing links that I'll be referencing as we go through these four different tips.
So before we dive into those four tips, let's go ahead and define what the heck video marketing
actually is.
So all video marketing is, is using video as a medium to build rapport and trust with
potential customers.
Now, the huge advantage over video versus something like texts and audio is you have
the nonverbal cues, which means that video in the online marketing world is the closest
you can get to actually an in person interaction, because you have all those nonverbal cues
that show up on video, where obviously you can't really translate that into text and
podcasts a little bit, but definitely not as much as video.
So with that, let's go ahead and dive in.
The very first tip is understanding that there are only three types of videos you need to
market and make sales online for your business.
Now you might have seen lots of different videos or you might have lots of different
video ideas.
So these three types or buckets are going to help you organize all of your ideas and
make sure that you focus in on the right type of video.
Now, the very first one is called hero video and think of it as your company's trailer.
So if you have multiple products and services, then this is definitely going to be more about
your company in general and your customers.
If you have one specific product or service, then you can think of that for this video.
Now it's very important with your company trailer or your product trailer is that it
needs to be about your ideas customer, not necessarily about how great you are.
And it's really easy to fall into the trap of creating a video, talking about how successful
you are or how wonderful your product is or how great your service is or how happy past
customers and clients are.
But really what you want to do with this style of video is meet your ideal customer where
they are, and then show them that you can be helpful in their situation.
So typically this best starts with the video, starting off with some sort of representation
and acknowledgement of the big problems that your ideal customer is facing.
And then you gradually lead into, and this is how we've been able to solve those problems.
The problems your ideal customer has right now for our other customers.
And then you go into testimonials.
And so as long as you keep a conversational tone, you don't try and sell anything in the
video and you focus on how do I communicate with someone that we understand their pain
and we can be helpful in solving that that is going to be the recipe for success when
it comes to creating a great hero story video.
Now the second type of video is probably the most common we see online, and that is content
videos.
Now there are three specific types of content videos, but in this bucket, essentially what
you're doing is you're identifying a problem or a question, your ideal customer has, and
then answering the question or solving the problem.
So the three different types we have here inside of this bucket would be how to content,
where you are showing your ideal customer step-by-step how to achieve what they want.
The second type is a review.
So this is great, if you're a physical product based business, where you essentially create
a review of products you sell or products or services that they might be interested
in, you definitely don't want to do reviews of direct competitors, because that's just
going to come across as completely biased, right?
But if you have other products and services that your customers are most likely using,
or most likely considering using, then you can create reviews of those products and services.
The point here is to be actually helpful.
And then of course, with physical products, you can review your own physical products
and of course, link up to your own website if you're posting on YouTube, but we'll get
more to that and a bit.
And then the final type here is the decision guide.
And this is essentially helping your ideal customer, make a decision, essentially a pros
and cons of taking one path versus another.
And so that does it for all of the different types that you can have in terms of a content
marketing video.
If you want to learn more about content marketing, how to put together a content marketing plan
specifically for YouTube, make sure you check out the link in the description to that video
marketing guide.
Now the final type is actually going to be a sales video.
So this is where you're still building rapport.
You're still building some Goodwill there, but you're also making a sales pitch.
Now what's very important with the first two is there's no sales at all in there.
It's all either value or empathizing and building rapport with your ideal customer.
It's not until the sales video where you actually start pitching your products and services.
And this is why it's so important to understand the different types of videos that you could
be making for your business.
Because a huge mistake, a lot of new business owners and entrepreneurs make is they have
a sales pitch in their content and they have a sales pitch in their hero story.
And as soon as you start selling, even if it's a super soft sell, it will turn people
off, because they're not ready for it.
One great way to think about your video marketing is you're gradually building rapport and trust
with your potential customers.
So your hero video demonstrates that you can understand and empathize with where they are
by the way, it can be a talking head video, just like this one.
It doesn't have to be super fancy.
And then your content actually demonstrates that you can provide value.
And then after you've done all that, after all that rapport and Goodwill building, you
can go into the sales pitch.
So that does it for the three different types of videos.
Obviously you probably want to have some combination of all of these, but you definitely want to
make sure that they don't overlap, because they each have a specific purpose in your
marketing stack.
Now the next tip I have for you is video marketing is not social media.
I think there's this huge misconception that somehow video marketing and social media marketing
are the same thing.
And it couldn't be further from the truth, because video marketing is actually a type
of content marketing, not a type of social media marketing.
So when you go to Facebook, Instagram, and you start doing a live that is social media
marketing.
When you make a video for your website or your blog, or you start a YouTube channel
and you start creating how to guides on your YouTube channel, that's content marketing,
that's video marketing, because when you're putting all the time and energy into video,
you want to make sure that something that you're making isn't going to die within 24
hours.
And so video marketing is about creating videos that have some sort of evergreen nature to
them.
So they're going to last six months to anywhere from six months to two years, whereas opposed
to, if you're posting on a platform like Facebook or Instagram, well, that's going to go away
within 24 to 48 hours.
And that's in the social media realm.
That's not a part of video marketing, because when it comes to video marketing, you need
to create your hero video.
You need to demonstrate your worth and value by actually delivering great content.
And of course, making your sales pitches, none of those fit very well in the social
media sphere.
And the only one of those that translates really well into your social media strategy
would actually be your hero video, but when it comes to content and when it comes to sales,
you definitely want to keep that on your sales.
You definitely want to keep on your site and content, you want to keep on platforms like
YouTube or your blog that are actually going to continue to provide value to you as opposed
to just disappearing in 24 to 48 hours.
Now you've probably heard of some version of the advice that all you have to do is whip
out your phone and you have everything you need to start your content marketing.
And that is somewhat true, but it's not as true as it was just a few years ago.
So when it comes to tip number three here, your content needs to be good, but not necessarily
great.
So we'll go through some examples of actual hardware that you could be using to create
videos specifically what I use, but it's very important to note that what you have right
now in your pocket, whatever model phone you have, as long as it was made within the last
two years, has a camera good enough to actually start making video, the main difference in
a terrible looking armature video that no one's going to bother watching.
And one that people can tell you recorded and on your phone, but it's not a huge deal
is going to be your audio.
So once you have your phone, the next thing I recommend is checking out this I rig Mike
by road.
It's less than 50 bucks and it simply just plugs right into your cell phone.
And you're good to go.
This is literally all you need to get started with video marketing.
And if you want to get fancy with your lighting, you don't just want to stand in front of a
window, every time you make a video, you can check out these lighting options here, but
really when it comes to getting started with video, all you need is a cell phone that was
created within the last two years and a lav mic.
And then you are set up and ready to go.
And as just a quick example, I've set up my phone here.
I have a couple of lights around me, as you can see in this little B roll editing is awesome.
And I'm just using a $50 lav mic.
Now, is this going to win any awards?
Of course not right.
The $900 camera over there sure has a lot of nice features, but the end of the day,
the people who are watching your content, they don't really care.
What they care is that they can hear the audio well, that the video is decent enough.
It's somewhat easy on the eyes and probably they don't want as much shaking as the cell
phone video is.
So I should probably add getting a cheap tripod to put your cell phone on.
So it's not moving around as you're moving your arms and being animated would probably
be a good thing.
But as I just wanted to show you this really quick, because it doesn't have to be complicated.
It doesn't have to be the best video in the world.
It just has to be good enough.
And if you don't want to use your cell phone, for whatever reason, you can also check out
the C920 webcam, biologic tech, which can actually record in 1080, although with most
laptops and desktops, you probably need to record in 720P.
But that's also a great option.
If you just want to record directly from your computer and not deal with much else.
Now, the final tip I have for you deals with paid advertising, because something that seems
to be a miss in the marketing world in general is the belief that when it comes to content,
you can just make some content.
You can make a video or podcast or a blog post, and then it's just magically going to
be ranked by Google and people are magically going to find it on social media.
Well, eventually sure with some search engine optimization and a lot of patients that will
happen, but there is a very easy way, especially when it comes to video marketing that you
can accelerate this process.
And that is actually YouTube ads, here on YouTube, you can still get in stream ads to
run for 5 to 10 cents.
Now in stream ads are those annoying videos that pop up before content videos like this
one, and people have the option of skipping after five seconds.
Now what's really cool with these ads is because Google owns YouTube.
You could use the power of Google ads or Google ad words as it used to be called on YouTube.
So what does that mean?
Short and sweet version is you can target people who are actively looking for your products
and services using something called in market audiences.
Now I'll link up in the description to a full blown tutorial that actually walks through
how to set up a Google ads campaign from scratch.
And also has an example of what a video ad script would actually look like, because we
run a lot of video ads here on YouTube and we will keep running them as long as they
stay nice and cheap and actually profitable for ourselves and our clients.
So that's the final tip number four for you, even if you only have one or two videos, definitely
just spending a couple dollars a day.
You can get your video and your company in front of hundreds, if not thousands of people
for pennies on the dollar, when it comes to brand awareness, or if you want to send them
directly to a product page, there is very few sources of paid traffic that's available
right now in 2020 for the cost that YouTube ads offers them.
So thank you so much for watching.
I sincerely hope you got some value out of this video.
And most importantly, you have a much better understanding of how you can start using video
marketing in your own business.
And I hope I've lowered the barrier to entry at least a little bit showing that it doesn't
have to be super complicated.
What's most important, I think out of all of these tips is to just get started, your
first video, your first 10, 20 videos.
They're going to be terrible.
We all look back at our previous content, whether it's a year or even six months ago
and go, wow, I really thought that was good, but you know what?
We can't get to that point if we don't start.
So go ahead and hit that like button, subscribe for more deep dive marketing videos, just
like this one.
And until the next, keep building the business you love.