A video marketing job description is to create content that people will actually want to watch. Yours should be clear, interesting, and entertaining.
Your job as an online marketer is to connect with your audience, not to impress them. Online marketers spend more time promoting themselves than anything else.
As you start creating videos, make sure they are relevant and emphasize the right messages for your company. Don’t forget to develop engaging visuals or otherwise people will skip over your material!
Businesses now have the ability to easily produce high quality videos with just about any platform. You can use free software like YouTube or paid programs such as Adobe Creative Suite or Figma.
There are many ways to promote your business through videos, so don’t hesitate to brainstorm ideas.
What is video marketing?
So what is video marketing, then? That’s a great question! Videos that tell stories or contain entertaining content are referred to as “content videos.” Content marketers use these types of videos to create fun experiences for their viewers, while also offering practical tips or solutions to relevant problems.
Video marketing comes in many forms. It can be you filming yourself doing something helpful next to it with a voice-over (the spoken word attached to the film), an advertisement break, and then you talking about the product/service.
The latter two types of videos are considered promotional videos because they feature products or services your company offers. These videos are designed to influence potential customers to do business with you!
Another form of video marketing is called influencer marketing. This is when someone famous makes a short movie focused around their personal life to attract attention. They then market the product or service in the movie so people will associate them with the brand.
Yet another type of video marketing is vlogging. This is when you narrate and shoot daily live scenes of you using the product or service. You become the actor in your own movie!
There are even other ways to make money through video marketing…
You can make fast food commercials or advertisements for the product by yourself or hiring a professional headshot artist to take pictures of you preparing the meal and putting together the ingredients.
Steps in video marketing
Step 1: Create a video with a script
This is probably one of the most important steps as your message can be vague or unclear. A lot of times, people will create a YouTube video that seems interesting to them but then nothing more than a few weeks later when they try to add content to their website or medium they struggle to come up with what to say!
Before filming yourself make sure your camera is working and that you have done your research on how best to capture your message.
After recording your video, it is time to write a script! Take your time to work out the flow of the speech, timing is key!
Once this is finished you can edit and re-record your movie! If necessary you can use computer software to do this. There are many free ones available such as youtube.
Reminder: never put too much pressure on yourself to make your film! You don’t want to feel stressed about it and potentially fail.
Create a website
A well-crafted video marketing site will use your web presence to create additional exposure for you or your product/service. Yours can be completely free unless you are paying to make an ad or creating paid videos, in which case you need to have a budget!
A good way to start is to find small groups of people with similar products and market them through YouTube, Facebook, and other sites.
Running a business means spending time promoting yourself and what you offer, so having a tool that helps you do that quickly is very helpful. Creating a site using a quality hosting service will allow most things to run easily.
There are many ways to manage a website beyond just installing it via a browser. Some easy options include WordPress, Squarespace, and Google’s “Google Sites.” They all require some technology knowledge, but they are extremely accessible and possible to learn quickly.
We recommend trying out one of these first as an exercise before designing and developing your own website.
After creating your YouTube channel, it’s time to start creating content! Creating a video is an easy way to get your message across and boost engagement.
Start filming around the house or outside somewhere you would normally be (for example: while walking up the stairs). Or take some time off of work and create a cooking lesson for your followers.
Whatever you choose to make your video, the most important thing is that you are passionate about the topic. Your audience will pick up on this passion and want to watch you talk about things that matter to you.
Your video should have a goal – like educating people about baking or motivating people to do exercises with you. A good length is one minute long, unless your message requires longer.
After recording your video, you can edit it down here and also include voice-over, b-roll and graphics. You do not need special software to do so, many free ones exist. Some even allow you to upload and produce yourself!
And don’t forget to tag all involved!#TeamHealthybaking #teamhealthyexercise etc.
As we mentioned before, video is very popular these days. YouTube has amassed a vast library of user-generated content that people use to share knowledge and information with their audience.
With all this exposure, it’s easy for your business to get noticed. If you are struggling to find ways to use video marketing to promote your business, here are some tips.
Promote through YouTube
Creating an account at YouTube is free and allows you to create your own channel where you can upload and publish videos. It also gives you more advanced features such as analytics which help you track how many views your videos receive and determine if they were both new or repeat visitors.
Having your own channel comes with its own set of responsibilities though. These include maintaining engagement by leaving comments and supporting other users, sharing engaging content, responding to messages and promoting others’ content.
There are several different ways to advertise on YouTube. You could add sponsorships, run targeted ads or do in-video advertising. The best way to pick one depends on what kind of content you want to produce and what products you want to showcase.
You could even combine them! For example, instead of just advertising a product, you could make a testimonial or case study style video about the benefits of the product and then embed a link to buy it.
Using tools like YouTube Analytics will show you data about how effective each technique was.
Get guest bloggers
As we mentioned earlier, creating a YouTube channel is only half of the equation to start investing in video marketing. The other part is being active about promoting your content through different mediums.
One of the most important ways to do this is by having influencers create videos talking about you or your product. This is called sponsored content or advertising videos.
YouTube offers its users the opportunity to add sponsors to contribute money or products towards filming an event or activity. These sponsors get featured during the video and some even give away free items!
By offering sponsorship opportunities, YouTube creates a way for people with popular content to make income while providing exposure for their brand.
This is not limited to just individuals either – companies can sponsor videos as well! For example, large corporations can advertise for services or products that match their branding.
They will pay to have their company included into the video so that it looks authentic and professional.
Do promotional giveaways
As we already mentioned, giving away something for free is an excellent way to boost your YouTube channel’s popularity. But how much you should give away depends on what kind of content you want to create.
If you desire more educational content that focuses on educating viewers, then offering your knowledge or expertise as a reward may be better than giving off products or services.
Alternatively, if you wanted to create entertaining videos that are fun to watch, then having an entertaining video with usability of the product being promoted in it is better than just giving away a lot.
You can start small by giving one or two people the same thing as yours before expanding into a larger giveaway.
Connect with influencers
Influencer marketing is one of the most powerful ways to use video to gain exposure for your business or product. Influencers are individuals that have a large social circle, which people watch and listen to them use their voice and presence to promote brands and products.
By promoting and endorsing products through videos or verbal statements, they get paid for it!
The harder challenge comes down to how you identify an influential person. It’s not necessarily someone with lots of followers, but rather someone who has engaged in conversation about products and services in meaningful ways. They may even need to be compensated for the work they put into promoting a brand (like filming a sponsored video).
But don’t just search around randomly looking for famous people to add your product to theirs – that won’t do anyone any good. Take some time to research and find out what types of content those people enjoy and contribute to.