Is video marketing part of your online marketing mix, or are you still sitting on the sidelines wondering where to begin?
Video marketing can captivate and convince people to hire you as a consultant or buy your products and services. YouTube, camera phones and editing software make it easier than ever to start building your online video presence.Your videos need to do one of two things: 1) drive targeted traffic or 2) convert viewers. Here are some basic traffic and conversion-oriented types of videos from a recent seminar I attended with James Wedmore, YouTube video expert and founder of Video Traffic Academy:
Video Marketing Tips
Video marketing is relatively new, but the basic principles of marketing still apply. Remember the concept of A.I.D.A. from a Marketing/Advertising 101 class?
- Attention – Who are you? Briefly introduce yourself and grab attention with your promise/benefit/hook
- Interest – Identify the pain points of your audience
- Desire – Convey the benefits with proof of how you have helped others
- Action – Tell them what they need to do next or how they can get what you’re offering
With that in mind, think about developing a series online marketing videos that make sense for your business, including the following:
- The Welcome Video. Create a short (60 seconds), simple introductory video for the home page of your blog or website.
- Video SEO or video blogging. Get ranked in YouTube and Google search results. Use Google’s Keyword Tool to identify what your audience is searching for and post a video to answer their questions. Optimize the title, description and tags with those keywords. Add your URL in the video description. Promote and drive traffic to your videos via social media channels.
- Lead Capture Video. Use online video to grow your email list. Where you’re collecting information on your website, communicate your message and get them to take action. What do they get when they sign up? Can you offer them a freebie when they submit their email address?
- The Sales Video. Drive sales online. Check out these industry stats:
- Case Study/Testimonial Video. Use videos to tell the story of your successful and happy customers. Train your customers for effective testimonials using this format:
- Who are you?
- What were your pain points?
- Where are you now?
- Why? (Because of your product or service)
- Call to action
- Demo/Tutorial Videos. Use screen capture video to demonstrate your software without you being seen in the video. On the PC, use Camtasia. On the Mac, use ScreenFlow.
- Video Training Course. Turn your digital content into video and sell it as a training course, on DVDs for instance. You can use Powerpoint or Keynote slides to do this!
Here’s the bottom line: With inexpensive video capturing and editing tools, YouTube, a little marketing know-how and some elbow grease, you too can easily and quickly produce videos. Are you doing online video marketing? Please share any other tips with us in the comments!
Leilani Yau is a digital marketing consultant, specializing in social media for small businesses and non-profits, and helps clients L.O.V.E. (Listen, Offer, Value, Engage) their target audiences online. She served as Social Media Director for Women in Consulting.