THE ULTIMATE BEGINNERS GUIDE TO VIDEO MARKETING

WHAT IS MARKETING?

Marketing is the process of enticing new customers to purchase your goods or services. Marketing is what it takes to have the opportunity to “sell” your potential customer. In todays economy every business or brand has to become a master at marketing or they will be left behind. This goes for salesmen too! If you’re in sales then you have to have a process in place in order to drive new customers your way.

There are tons of different ways you can market to your ideal customer and having a well rounded marketing plan is key.

WHY VIDEO MARKETING?

First things first, I love video but probably not for the same reasons most people do. My love for video stems from the fact that it simply converts better than any other medium and it’s getting better. With a palm sized tv in the pocket of nearly every one of your potential clients, it only makes sense to produce content for this small screen.

It’s not just about conversion but also about dominance. A website with a video is 53x’s more likely to reach the first page of Google. You might be asking why and the answer is simple, the algorithms love video. In the past spiders would crawl your page to find out what it’s about and rank it. Now those same spiders process the words from your videos as well. This alone is reason enough to start your journey into video marketing but you may be asking yourself, “where do I start?” Don’t worry! In the next few pages you’ll have more than enough ideas to launch your video marketing campaign.

FUN FACTS ABOUT VIDEO

• Including a video on your landing page can boost conversion rates by up to 80%
• Almost 50% of internet users look for videos related to a product or service they want to purchase before ever visiting a store.
• Organic search traffic is increased by 157% with the use of video.
• Only 25% of companies are creating weekly content.
• Videos attract 300% more traffic and help to nurture cold leads and turn them warm.
• 97% of marketers say video has helped users gain a better understanding of their product or service offerings.
• Adding video to your emails can increase click rates by 300%
• People spend 2.6x more time on pages with video than those without.
• Videos under 2 minutes long have the best engagement.
• By 2021, video is expected to make up 82% of internet traffic.
• 6 out of 10 people would rather watch online videos than TV.
• 78% of people watch online videos every week and 55% view online videos daily.
• YouTube is the second most popular website after Google.
• Every day users view more than 1 billion hours of video on YouTube.
• 75% of all video plays are on mobile devices
• Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
• By 2020 close to 1 million minutes of video will be crossing the internet per second.
• Over 1.9 billion people use YouTube, which is about 1/3 of the internet.

CONTENT CREATION

There are a ton of different types of content you can create to grow your brand or business but not all content is created equal. In todays society it’s not always easy to keep the attention of your viewers. A recent study showed that most viewers preferred videos to be under 2 minutes but those same people will consume a 30 minute or longer video if it’s either informative or entertaining.

With that being said here are some ideas of the types of content you should be creating....

• Explainer Videos
• Video Blogs
• Product or Service Tutorials
• Webinars
• Ads
• Podcasts
• Customer Testimonials
• Interviews
• Live Streams
• Video Emails
• Instagram Stories

What equipment should you use?

The number one excuse my clients make for having not started to create content is they don’t know what equipment they need. I’ll just say this... the first 600 VIDEOS I created were filmed with my IPHONE 5! That’s right, nothing fancy, just the camera in my pocket. There is so much content that you can create and just upload straight to FaceBook, Instagram, YouTube, LinkedIn, etc... that requires no editing.

Once you start creating content you’re gonna want to get a little fancier and maybe have an intro and outro for you videos and no matter what operating system you are using there’s a free editing app that will do the trick.

Now if you want the full deal package for the best video quality, I recommend getting a decent camera (plenty good cameras under $500), a tripod (around $50), a good light (under $100) and a lavaliere microphone (less than $50). So everything you could possible need for less than $700!

Recommended Gear

• Nikon 1 J5
• Tripod
• 18" Ring Light Kit
• Lavaliere Mic

Total Cost - $638.66 and free shipping with Prime!

Choosing your platform

Every few months it seems like there’s a new social app that’s all the craze! So, how do you know which platforms to use and which are a waste of time? The answer... YOU DON’T!

You have to be everywhere but the key is knowing how much time to invest in each platform. We’ve seen Vine and Periscope come and go, Snapchat just isn’t the same as it used to be and LinkedIn has become one of the fastest growing platforms for both B2B and B2C business marketing. The people and businesses who put all their content on just one platform were lost when the market changed and certain apps disappeared. Don’t let this happen to you.

In the next few pages you’ll learn about the ins and outs of each platform and some best practices when creating and uploading content.

FACEBOOK 101

• Upload to your business page and share with your personal page
• Hashtags aren’t important
• Copy is getting more and more valuable so make sure you articulate your message well
• Tag your business location
• Use a great thumbnail
• Use the auto caption system and fix the mistakes
• Share in as many places as possible
• USE PAID ADS! The amount of data FB has is unbelievable and you should use it!

INSTAGRAM 101

• Instagram Stories are huge, use them!
• Take the topic of the day for one of your videos and create 15 sec snippets and promote the link to the full video.
• IG video posts can only be 60 seconds, so take the best 60 seconds from a created video and put it into an IG video template (Google it).
• Create still pictures and add quotes from your content that hit the message and post them. (check out canva.com)
• Use good copy and at least 8 hashtags
• Tag people or businesses that have similar brand messaging or could use your content.
• Use paid ads and be sure to reply to every comment!

YOUTUBE 101

• When you first get started on YouTube you will be limited to videos under 15 minutes unless you get it enabled (easy process, just click on channel in your dashboard)
• Content is king on YT and posting good consistent content will help you grow.
• There are services such as YTpals.com and subpals.com
• that offer paid programs to gain 15-60 subs per day, most stick around depending on your subject matter and you will gain views as well.
• What you write in the description matters, especially the first few lines! This is because that’s what most people are able to see on their screen without scrolling.
• Make sure to caption your videos and use good thumbnails
• Choose the best category for your content and use good keywords. There is a free tool called tubebuddy.com and they have a great plugin that will help with your keywords.

LINKEDIN 101

• LinkedIn has been known to be a great tool for those who are looking for a job and recruiters looking for applicants but that’s starting to change.
• Many people are starting to use LinkedIn to grow their following and not just in B2B sales but also B2C.
• Copy is super important when posting to LinkedIn and some brands even choose to censor their videos in order to not turn off potential clients/customers.
• Hashtags are actually very important for getting found.
• If your business has a LinkedIn company page then make sure to upload your video their and share to your personal one.
• The content that is most related to your business should be promoted with paid ads because the conversion rates are through the roof!

OTHER PLATFORMS

Like I mentioned before, there are a ton of platforms/apps that come and go. Because of this, it never hurts to take a little time and learn about them. I know people who used Periscope to grow their YouTube following and people who used Vine to grow their Snapchat. So, just because the apps are no longer around doesn’t mean they didn’t make an impact on the marketing world.

Find the platform that works best for you and learn to leverage the others to help grow that platform. When new apps come out, be an early adopter and you’ll grow faster. Two years ago I would have never thought that I’d be getting leads from LinkedIn but today they are some of the most qualified leads I’ve ever received. You never know what’s gonna happen in a short period and you have to be ready.

GROWING YOUR AUDIENCE

• Create consistent content. This can be daily, a few days per week, once per week, etc... but remain consistent with your uploads, the algorithms love it.
• Use the leverage of collaboration. Influencers exists in every industry, reach out to a few and create content together.
• You have to keep the conversation going! When someone comments on your video, REPLY!
• Think of each and everyone of your viewers as part of your TRIBE. What do they want to hear, what do they need to hear and why? Create content that solves a problem.
• Take time to comment and become a part of other influencers communities. Don’t just say nice video but maybe pose a question that would demand some response.
• BE EVERYWHERE! I never said it was going to be easy work, but if you put in the effort you’ll see results. You may think that your perfect platform is YouTube online to find out that your audience is better on LinkedIn. For that reason you must be creating content for every platform!

PAID vs ORGANIC REACH

In a perfect world a video would go viral just because it’s a great video but the sad reality is that doesn’t happen often. Organic reach is beginning to take a huge hit because of the amount of content that is being created on a daily basis. We have seen huge drops in organic reach on platforms such as YouTube and Facebook while we’re starting to see spikes on LinkedIn. The fact of the matter is, if you want people to see your content you should be using paid campaigns. With the ability to target your exact audience based on what they like, their location and their buying habits, it just doesn’t make sense to not take advantage of the big data age we are in.

For as little as $100 you could be reaching 10’s of thousands of people that actually have an interest in what you have to say. Personally I recommend at least a budget of $10-$25 per video per month to get it out there and get it seen. Once you start to grow your Tribe you’ll see that your organic reach will start to increase as well but when you are first starting out the best way to grow is to pay.

30 DAY MARKETING PLAN

• Create a list with 30 industry relevant topics and at least 3 key points for each. Then create content based on each of those topics.
• I recommend taking a few days and creating 4-6 videos ahead of time.
• Don’t post the same video to each platform on the same day, instead post a different one to each and use a checklist to mark off where each video was posted. This will make it easy to track.
• Remember you will have to choose a 60 second portion for IG, censorship may be needed for LinkedIn and you should share the Youtube video link on Twitter.

WHAT I HOPED YOU LEARNED

• Video is imperative when growing a business or brand.
• You don’t need all that fancy equipment to start.
• Not all content is created the same, no your audience and create for them, not for you!
• It doesn’t matter how you start, just that you start. Pick a type of video and create, post, repeat!
• Marketing is always changing but video will play a large roll for the foreseeable future. Create a community or tribe and you won’t have to sell, they’ll do it for you.
• Use the power of collaboration and you’ll grow much faster.
• Don’t be afraid to speak your truth, your customers like it when you’re real.
• Drew Eubanks is awesome for creating this free guide!

To learn more about video marketing or to get a free consultation call my cell phone and I'd love to chat,

Drew Eubanks C- 321-615-6718 E- [email protected]