It's no secret that video marketing is a great way to get your business noticed on the internet. According to HubSpot, "67% of marketers who use video see an increase in traffic, leads, and sales." But how do you know if it's right for you?
This article will take a look at some of the benefits of video marketing and how to create your first video.
But before we dive in, there are two important things to consider: 1) The type of business you operate, and 2) What you hope to achieve by creating content. It's important that you align these two criteria before beginning to create your video. Keep them in mind as you read on.
WHAT'S IN IT FOR ME?
The benefits of using video content marketing can be categorized into three main areas: Traffic, Leads, and Sales. We'll take a look at each of these below, starting with traffic—the number one reason businesses are making the switch to video.
OK, SO WHY VIDEO? Being able to convey information visually is powerful. According to the ROI research, 71% of viewers are more likely to purchase from a company after watching a video about it; and 65% of consumers say they're more likely to buy from a brand in the future if a video plays before or while they're browsing a site.
HOW MUCH SHOULD I INVEST? Like anything, your budget will dictate what you can produce. You need to take into consideration the amount of content you want to create and the equipment needed (camera, microphone headset, lighting, etc.). According to HubSpot, the average cost for video marketers is between $2k-$4k per video. If you're on a budget, you may want to start with an infomercial-style spot where you simply read what's on the screen (we'll talk more about this later).
Another cost factor to consider is time. The average production takes around two days, so don't plan on taking a week off work. However, once you have the equipment and the script down, it can be much quicker to create additional videos as needed.
HOW TO START
Once you've aligned your business' goals with video marketing (traffic, leads or sales), you'll need to decide what kind of content will best help you meet those goals. There are two main ways you can tackle this: 1) Infomercial-type videos , or 2) Scripted/narrated video content.
WHAT IS AN INFOMERCIAL? An infomercial is a 30-minute TV commercial that tells the viewer all about your product—the good, the bad, and the ugly. The goal is to create enough trust in the viewer so that they'll be influenced to buy. These videos can be very effective, especially when you consider that:
- Online viewers spend 2x longer watching video content than online text. (source)
- 73% of consumers are more likely to purchase a product after watching an infomercial. (source)
But what if you're not selling a product? You can still use the infomercial format, but instead of pitching your wares, simply tell your viewers about your services and why they should choose you over someone else. This is the segment of video marketing that's traditionally been used by attorneys for personal injury, injury lawyers, and other types of law firms. THE REASON IT WORKS? People love videos because they're entertaining, especially when it comes to watching a business that has helped them through tough times in their lives. Unfortunately, though, the legal profession is difficult to film in an engaging way—much like a car commercial (which is why so many law firms stick to text content marketing).
So what's a law firm to do? PRESENT YOUR CLIENTS. Show your client (or clients) and how you helped them with their legal issues. The viewer will be able to relate to the situation, but will also see that you are not like any other attorney. You're different because of your effective messaging and personal connection with your client. This is very effective and relatively inexpensive if you do it yourself. WHO ELSE HAS DONE IT? Take a look at this video from Gregory O'Gallagher, Esq., an attorney in California who uses videos to promote himself:
HOW TO CREATE AN INFOMERCIAL. Making an infomercial-type video is not easy, but it's definitely possible. I sat down with Greg and asked him how he made his first video (in under an hour). And the results speak for themselves. Here are the steps to creating a successful informational video:
GET YOUR MESSAGE DOWN. Once you've decided on your topic, start with a script. It doesn't need to be perfect, but it's important that you're consistent with your verbiage throughout the video. If you want to add visual aids, such as charts or graphs, do so now (but not after).
WHAT KIND OF FOOTAGE DO YOU NEED? For your first video, you'll need various close-ups of your face, plus footage for any other scenes you want to include (such as the location where the video is filmed). If you're going to be at your desk during the whole video, you only need footage from one angle. But if you want a shot of your office or a wide shot in front of it, you'll need to be prepared with a tripod and a camera that can pan and zoom. You can find inexpensive cameras (with a kit lens) for around $200. If you're going to be outside, have extras on hand in case of an overcast day or if it starts raining mid-shoot. Ideally, your finished video should only take up to 5 minutes at the most. At this length, it will direct people back to your website more quickly and you'll be able to fit it into a busy schedule without losing track of what's being said.
WHAT SHOULD YOU DO WITH YOUR FOOTAGE? After your shoot is over, import your footage into a video editing software program like Final Cut Pro or Adobe Premiere, and cut it down to the most important scenes. For this first video, I recommend you use a tripod to film yourself so that your shots are perfect—this will take time but once you get it right, you only have to do it one time. If you decide to use footage from your phone or point-and-shoot, it's best to use a tripod.
HOW DO YOU EDIT? Once you have your footage, the editing process is not difficult. Just watch as much video you took as humanly possible before deciding what should stay and what needs to go. Your goal is to make an impact in 4 minutes or less, so don't add a bunch of extra audio or video. Just the best clips!
HOW DO YOU ADD EFFECTS? With your video edited, you'll want to add a few simple effects that will make it more engaging. Most paid-for software programs like Final Cut Pro have many different effects built in—such as transitions and titles—or you can download free effects from the internet (i.e., RocketStock).
HOW DO YOU MONETIZE YOUR VIDEO? The next step is to upload your video to YouTube and Facebook. This part can be a bit scary, so don't rush into it. If you're using Adobe Premiere or Final Cut Pro, there are numerous websites that will help you with this process. Send a link to your video to friends and family and ask them for feedback. Look for opportunities where you can promote your video, whether it's through an email newsletter or social media posts. It'll take some time before your new video starts bringing in leads, but when it does, be sure to put those people into a special group of your CRM so you can market to them the most.
HOW DO YOU CREATE AN INFOMERCIAL? Video marketing is one of the greatest ways to build relationships with new customers and prospects. Many business owners mistakenly write off the idea because they don't know where to start or do not have the time, but it's easier than you think. With a script, a camera, and some editing software, your business can be making videos in no time!
WHY CREATE A VLOG? People love watching videos on YouTube and Facebook because they can play them seamlessly in the background. You want to create a series of simple, regular videos that keep your customers engaged and coming back to you time after time.
HOW DO YOU CREATE A VLOG? If you're going to be in front of the camera, I recommend creating a script. Take a look at your competitors to see how they're creating videos and then create one that's simpler. Treat it like a TV show (i.e., title, credits, etc.). What makes you want to watch the video?
WHAT SHOULD YOU DO WITH YOUR FOOTAGE? The most important thing is to use a tripod when filming yourself, even if you create a vlog that's only 2 minutes long. It'll give your videos a professional look and make them easy to edit. If you do not want to film yourself, you can also use screen capture software (i.e., Camtasia) or record using your phone's camera—just be sure to stand where you'll have plenty of light and don't move the camera around too much.
HOW DO YOU EDIT YOUR FOOTAGE? Start by watching all of your footage to see what is usable. If you're creating a vlog, this is simple because you should only need to include clips that are relevant to the story you are telling—most phones have a built-in stopwatch that you can use to keep track. You can also use Camtasia, which is an affordable screen recording tool for the PC and Mac.
HOW DO YOU CREATE A LOGO? Video editing software should come with plenty of effects you can add to your logo. If it doesn't, download some free effects from the internet. I recommend adding a nice effect such as clouds or an animated search icon to your logo so it pops off the screen when you're done editing your videos.
HOW DO YOU CREATE SOME BUMPERS? For those who don't know, bumpers are logos or quick images shown at the beginning and end of a TV program. A splash screen should be a picture of your logo over your name or some other creative statement.
HOW DO YOU EXPAND YOUR CONTENT? Start by creating videos on the most relevant topics and use them to expand out into related areas. If you're making an infomercial, it's okay if they don't cover every aspect of your business. The whole point of making videos is to start building relationships with your customers and prospects, and by consistently creating new content, you'll find that doing so will lead to an increase in sales.
HOW DO YOU MONETIZE YOUR VIDEOS? A great way to monetize your videos is by selling them. You can do this both on a video-sharing platform (i.e., YouTube) or as an "informational product" (i.e., an online course). If you plan on selling your videos, keep in mind that they should be at least 10 minutes long and cover a specific aspect of your business.
HOW DO YOU GET PROMOTIONS? Another way to make money with videos is by getting them noticed in the first place! You can do this by sharing them on your social media accounts—Facebook, Twitter, and LinkedIn are all great options. If you're making vlogs, share the show each week. You can also promote your videos using AdWords, and if you have a product or service to sell, you can promote that on social media as well.
HOW DO YOU GET TRAFFIC? The easiest way to get traffic is by posting your videos to video-sharing platforms such as YouTube, Vimeo, Dailymotion—you get the picture! If you can't get to one of these sites, though, you could also put your videos on a site like Wistia.