(This is a follow-up blog to our weekly #MagnetMarketers session with Jessika Phillips and Mike Gingerich.)
The internet landscape has really changed over the last few years. First it started with content and words, next came pictures and infographics, now everything is about incorporating video! We’ve seen an evolution of visual content, just in the last 15 months. Now, 50 percent of all mobile traffic is online video and 65 percent of video viewers watch more than three quarters of a video. Those are huge numbers!
One of the reasons for the explosion of video marketing is that video is that one piece that is real, raw, and you. You can’t outsource video and it really gives people a glimpse of who you really are. It also helps people see that you are real, and it sets you apart from the guy down the street who says he does the same thing.
Video is really getting important for businesses, with many incorporating video into their lives weekly. 75 percent of business executives are watching work-related videos at least weekly, and 54 percent of senior executives share work-related videos with their colleagues at least weekly.
We’re going to tell you how to begin using video so you can start experimenting today!
How to get started with videos
By 2018 experts believe that video will take up 79 percent of consumer internet traffic. It’s time to get started today with your video marketing!
To get your feet wet with video marketing, all you need is your phone! There are several apps to get started with, or you could even use the native camera on the iPhone or Android. There are many different kinds of tripods to make your video steady and level. Hit record, back away, and do a quick video. You can use apps to edit the video right then and there.
If you’re worried about audio, an easy way to fix that is with a lapel mic that will connect to iPhone. You can also find these easily online.
That’s all it really takes to get started:
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Phone
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Tripod
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Lapel Mic
Next, use your new video multiple ways. Instagram is great for short messages. You can also upload to Facebook and Youtube (of course). Many people don’t realize you can also upload onto Pinterest as well. If you’re looking to do really short videos try Vine.
Video is a really great way to find success. Of businesses who use video marketing, 67 percent found it somewhat successful and 18 percent found it very successful!
With Facebook, you’ll find yourself getting much more reach when you embed a video directly onto Facebook, instead of uploading a Youtube link. This is because an embedded Facebook video will begin playing automatically on your newsfeed.
Tip -- The Autoplay feature is available both on Facebook and Instagram. It’s a great way to really get people to watch your video. But if someone is scrolling through, they may not see those first two or three seconds, and there won’t be any audio. Remember that when planning your Facebook and Instagram videos, and combat it by editing videos and adding in a subtitle or another visual element.
Remember, there is a difference between Facebook and Youtube expectations. With Youtube, people are expecting really good audio and visual content, with high-quality production, even professional quality.
Facebook is not as picky; you can get away with a little bit more. Make sure you still have decent audio and quality, but your videos don’t need as much love. Number one rule is to keep the video still.
To get yourself started, try using real-time video websites like Periscope. Begin by watching and absorbing. What are people doing and how are they doing it? Start to add your feedback, and start your own channel. Make sure you have a core focus and a goal.
Good Topics:
- How To's
- Testimonials
- Upcoming deals
- Product demos
- Facility tours
- Q&A
- Meet the team
You can also Begin to use video in other ways, for sales or updates, sending it directly to specific people.
Becoming a professional video marketer
This is when you’ve already gotten your feet wet, and now you’re ready to really dive in. You're going to be developing some real video strategy. You’ll want to start with what we call evergreen videos. These are videos that will last for a long time because they will always be relevant. Think video topics like who we are, meet the team, and FAQs. Evergreen videos are really talking about your business's soul. It’s a good idea to add them to your business's Google Maps.
It’s at this point where you really want to get on Youtube. Did you know Youtube is the number two search engine in the world, and one of the main players in the internet video world? It’s a great place to really grow. Posting videos on Youtube means you’re ready to really focus on quality. You’ve moved past cell phone shoots and are ready to invest some time and money into your videos.
Video strategy definitely takes time. First, you’ll want to think of a topic, then make sure you have the audience to back it. Write it out, script it. Put your idea on a whiteboard. Start thinking about who’s going to be in it and what their comfort level is. Will you need an actor?
You might have a great idea you saw somewhere on TV, but you’ll want to think about what’s realistic for you.
At NOW Marketing it takes about an hour to get set up for a video shoot. We use lights, microphones, and backgrounds. For a 30 second spot, it generally takes four hours to shoot, with eight hours to edit. We make sure to get lots of b-roll to use, and we also incorporate animation. We also sometimes record sound separately. We use a DSLR to record the video.
At this point, it’s really an Investment. Equipment is expensive, but the quality of what you can do makes it worth it.
With video marketing, there is a spectrum of what you can do, and it all has value for your business. It's all about what you want to do. To really boost your marketing strategy, start making those videos!
Want to watch the whole conversation and learn even more about what how to use video to enhance your businesses marketing? Check it out by replaying this session here. Join us next Tuesday at 4 p.m. on #MagnetMarketers
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