Here’s a great strategy to make sure your business videos give you the most business growth for 2020. When it comes to creating a business video, there is good news and bad news.
Here’s the GOOD news:
Video marketing is going to help your business grow even more this year. It’s still continuing to grow in popularity and visibility. It hasn’t come close to reaching its peak.
More and more social media platforms are favouring video content over written or audio, and ranking you higher if you publish videos.
So it’s not too late to start creating your business video, in fact, now is the PERFECT time.
Here’s the BAD news:
Everyone else is going to be focusing on this!
This means business video content is about to become extremely competitive.
So how can you compete, and stay cutting edge? Easy!
In order to help you succeed, I have compiled a simple but effective list of the most important tips you’ll need to make 2020 your best year in video marketing, even if it’s your first year!
I’ve divided this strategy into three distinct stages.
Each stage has 2 main steps that I will cover in detail.
This in-depth strategy will help you get your content produced, published, and preferred by your most ideal target audience.
Get ready for your videos to kick some marketing ass, and start gaining more leverage and impact online!
Step 1: Research
Way before you start producing your business videos, you’ll need to curate a list of the top keywords in your industry. It’s an absolute must that you begin with this.
If you plan to create ongoing content, you need to make sure your videos are going to get found.
If you don’t incorporate the right keywords into your video content and headlines, you’re risking not getting found, and your videos may fall into a pit of obscurity 😉
You may end up producing loads of content that just doesn’t get seen.
Don’t do that.
If you choose to use keywords people are currently Googling, you will get found in their search!
Hire an SEO expert to get a simple list of the most highly used, and best competitive keywords in your industry.
Then make sure that you incorporate those words into the title, and subject of your video content.
This really becomes valuable when you’re creating ongoing educational content (which I’ll get into later), since you can really only fit one keyword per video.
The next step is to conduct an audit on your most ideal client.
This involves spending some quality time to understand who you want these videos to appeal most to.
If you try to speak to everyone, you’ll end up speaking to no one.
Consider this, your most ideal client has a specific language that they speak. If you can speak their language, you will increase your odds of winning their business.
What does that language consist of? Pain points.
Understanding and relating to their pain points, gets you on “great speaking terms” with your ideal audience!
So take some time and audit what they are.
How can you do that?
Ask yourself the following questions:
- What is the main pain point of my most ideal client?
- How does my brand solve it different or better than others?
- What does it look like for my current clients when I solve that pain point?
This information will be incredibly important content for you to start including in your business videos.
It will grab attention, and keep your business videos intentional toward attracting great clients.
Step 2: Craft Your Content
Getting crystal clear on your keywords and client demographics, sets up a powerful foundation for your content ideas and subject matter.
Once you’ve got that all lined up, it’s time to start crafting your content.
An easy way to decide how to do this is to break down your content into two categories.
Let’s look at both.
Educational videos position you as an authority. They show that you are an expert in a specific field, and that builds trust.
People trust an expert.
Educational business videos are great for the top of the sales funnel, where people are just getting introduced to you. In that regard, they are great to post on social media platforms.
They don’t require huge budgets to produce, and it’s better to focus on consistent quantity over quality.
Keep each video simple, but effective. Teach one lesson.
You can use storytelling in your videos, to illustrate your lesson in action, or to give a real life example.
But education is the meat of the video.
Want to come up with a really great headline to compel people to watch?
Look up Hubspot Headline Generator.
Type your keyword in the search bar and it will instantly give you some very appealing headlines in which to title your educational videos.
Storytelling videos on the other hand, are meant to create empathy.
They also build trust in you, but in a more personable, relatable way.
Storytelling videos are great to use as promotional videos on your website such as your homepage, or about page.
You can also use storytelling to create client testimonial videos which can be used to motivate a potential client who is on the fence about purchasing from you.
Testimonial videos are very effective in closing warm leads, and make a valuable tool in your sales process.
Decide which style of video you need to produce, and start from there.
If you don’t have any videos yet, I suggest you start with a Promotional Video, because you’ll get the most bang for your buck.
Then start adding educational videos to your ongoing marketing content.
Once you’ve got those going, you can start to look at testimonial videos for those fence-sitters, and help them make the decision to go with you after-all.
Step 3: To Hire, Or Not To Hire A ‘Video Team’
One very common question at this stage is: should I hire a video team or do it myself?
I’ve created a blog and video that looks at this whole process in-depth, and will help you understand the best times you should hire a video company, and when you should do it yourself.
However, I’ve provided a short summary here.
First of all, you need to consider if producing your own video content is even something you will enjoy!
I’m sure you have TONS on your plate already.
Adding something else that feels like a drag is not gonna improve your business. It’s gonna weigh you down.
If making your own videos is scary or confusing or just not something you want to invest time in, then hire a video production company to make your business videos.
However, if you ARE the type of person who wants to do more video content creation, here’s my suggestion.
Start producing your own educational videos. Leave storytelling videos to the professionals.
You are the expert in your industry, and nobody can talk about your expertise better than you.
Once you have a basic camera setup, you can create great ongoing educational videos on your own.
Creating your own camera setup is easy. Youtube, Udemy, and Lynda.com have great videos you can learn how to create a setup in no time.
For website promotional videos and testimonial videos, I suggest working with a professional because you want your story to come out right.
These videos deserve quality not quantity.
If you aren’t a professional storyteller, that may not happen.
So if you want to produce your own business videos, play to your strengths, and focus on producing simple, educational video content.
Step 4: Types Of Business Videos
Whether your hire a company for your business videos or not, you’ll need to decide what type of video you want to create when you’re ready to film.
Here is a list of the most successful types of videos:
- Educational (How To)
- Company Culture
- Product Demo
- Testimonial/Case Study
As mentioned before, educational videos are very important tools to build your authority online.
How To videos are always educational in nature. So are Product Demos.
You’re simply teaching your audience how something works.
Personalized Videos consists of you speaking directly to your client.
These work great for your sales team. For something like this, you’ll want to consider using a platform that makes personalized video super easy to record and send. I’d recommend Vidyard.
The rest of the videos all require storytelling.
Whether you’re making a promotional video, company culture video or testimonial video, you need to tell a compelling story, so you can generate empathy from your ideal clients.
Step 5: Posting Practices!
Congratulations, your kicking butt!
At this stage, you’ve completed your business videos and you’re ready to start posting them to the world.
Here’s a few posting practices to help you make this a success!
Make sure you have a thumbnail that is very engaging.
Most posting platforms like Youtube or Vimeo give you the option to choose a frame from your video.
Don’t do that. It’s too generic, and won’t engage as well.
Instead, get a custom made thumbnail that stands out, and compels your viewer to watch the video.
This alone will increase your views.
So what do you do if you’re not a graphic designer? Simple.
Canva.com is a user friendly platform that provides thumbnail templates. It’s literally drag and drop. It will pre-make titles, text, layouts, everything you need to make a great thumbnail.
This takes all the graphic design guesswork out of it, and will give you a thumbnail that actually stands out.
Another option is to use Fiverr.com. You can get a thumbnail done for as little as $5 USD.
Fill In The Description
If you are posting on youtube, make absolutely sure you fill out the description box.
It’s becoming super common that people read the description to see if the video will be of interest to them. If you’ve written something compelling, you will peak the interest of your viewer.
Also, youtube’s back end programming will crawl the description box for keywords. If you take an extra 5 minutes to fill it, and include the main keyword in your video, this will bump your SEO ranking.
It may seem trivial at first but trust me, it’s totally worth it to boost your ranking and viewership.
Make sure you have an engaging headline. A strong headline will peak people’s interest in your video.
How do you know if your headline is engaging?
Check out this amazing free online tool: Headline Analyzer
It will scan your headline and give you instant feedback on how to improve it.
I use this for ALL my headlines.
Leverage Your Network
One simple and awesome way to increase your video’s exposure is to ask your network to share it. If you have work colleagues with a large email list or active Linkedin network, there is huge potential.
Who do you know that could share your video on their platform?
Step 6: 3X Your Video Content
One of the most exciting and effective reasons you should be using video to educate is that there’s so much you can do with the content once you’ve created it.
Once you’ve posted it online, there are 3 main ways you can stretch your business videos to produce even more content.
The first thing is to strip out the audio and create an audio file. You can then post this audio as a podcast.
Expert marketers do this often.
They film an educational video, and then take the audio and post it as a podcast. This audio can be as simple as an interview with an expert, or just you talking face to camera.
It doesn’t have to be long. 5-15 minutes still makes a great podcast.
You can also post it as an audio track on your website, blog, or email blast.
Podcasts and audiobooks are more popular than ever, and people love to educate themselves while jogging, walking to work, on the subway, etc.
There’s huge potential here for the people who can’t always watch your content, but would be willing to listen to it.
The next thing you can do to stretch your video content is to take screenshots of your video, and post the images to your social media.
Add simple captions or quotes to create dynamic images which keep you top of mind.
Or you can add the title of the video to your photo and post it on social media as an ad to watch your video.
Here’s an example:
The third way to get more content out of your video is to transcribe your voice into text, and turn the video into a written article.
Transcribing your video doesn’t have to be hard. Youtube does it automatically.
You can also use Fiverr.com or just do it yourself.
Once you transcribe your video, you now have a blog!
You can post it to your website, email newsletter, Linkedin, Facebook, etc!
Combine this with the screenshot image I mentioned above for a great pair.
Want to 4x your content?
Since our attention spans are short these days, people love short videos.
Splice your full video into little snippets of 15, 30, or 60 second increments and post them on social media.
Use them as trailers for your full video, or quick tips.
This kind of content is awesome because it’s so low commitment for your viewer, but wets their appetite for more.
All it requires is a bit of simple editing. You can hire someone on Fiverr.com or Upwork.com to do this for next to nothing.
So that covers it.
Hopefully you’re excited to start creating more video marketing content.
Feel free to check back on this anytime, and reach out if you want more help.
I also post videos weekly on Youtube.
Video content is just so powerful, and gives you loads of extra content, exposure, and impact.
Here’s wishing you a fantastic 2020 – full of great video!
The most important ‘next step’ is to find the right video team for you.
Anthony is the Creative Director at UpMedia Inc and an expert in Video Marketing, with a rapidly growing business. He’s spent 12 years in media production, from award winning television shows (appearing on Netflix) and movies, to producing marketing content for large corporations such as Toyota, Flight Centre, Great West Life, and BC Lottery Corporation. His mission is to help your videos gain more leverage and impact online!