Why Video Is A Core Strategy for Online Businesses (and how to use it)
Not all small businesses use video in their online marketing and by missing out on that video marketing, they lose out on the cheapest way to reach their target audience in social media and one of the easier ways to boost their search rankings and organic traffic sources. Don’t miss out. Here are a few ways to boost your business with video today, without much heavy lifting.
ACROSS THE SOCIAL SPACE VIDEO IS ON THE RISE
In 2017, YouTube still holds the most video views with more than 1 billion hours watched each day. But Mark Zuckerberg and his Facebook team are chasing that dream state and continuing to look for ways to compete with the next generation of social currency — video in all forms.
You’ve seen it with the inclusion of Instagram Stories, the rise of Snapchat and paid advertising and the dominant force that Facebook Live put on the digital marketing space in less than one year. Video — it is what is next for all social platforms and as a marketer, you need to be there too.
WHY VIDEO MATTERS FOR MARKETING
Visual storytelling is one of the most effective ways to get people to FEEL something. The multi-sensory approach that comes with video gives views the ability to see, hear and experience your POV. The power of video to deliver emotion can be easier to achieve than with the written word alone (that is, unless you are an insanely gifted writer…because we all know sentences that drove us to tears or belly laughs in seconds…and that is a true gift).
So telling your story with video gives you the chance to do something that is not always easily achieved in words alone. You make a personal connection and bring the viewer in to feel that they know you more intimately after watching you speak to them on camera.
It’s been shown by thousands of brands — brands based on a person (Tony Robbins, Cat Howell, Gabby Bernstein) that their brands have grown as they put out more personal content (READ VIDEO) into the market.
HOW TO GET STARTED IN VIDEO MARKETING
STEP ONE: STAY CALM, IT ISN’T AS HARD AS YOU THINK.
Marketing Magnet has dealt with maybe ONE client that wasn’t scared, nervous or insecure about being broadcast on video. No one likes it. Until I show them how 2 minutes can get them leads for their business for $10 and a boost in their SEO rankings, without anything more than a smart idea and an iPhone.
What you need to know about video before you start: Lighting matters. You must speak to the camera, not the screen (focus your eyes on the camera so the audience thinks you are looking AT them — it really helps create that connection) and make sure you start with the topic at hand and not who you are (that comes second).
A few other gems we picked up along the way: a camera that is a bit above you is slimming, everyone has a better side — so use it and test your shirt on camera to see what color works best (remember that bright colors jump out best and create visual distinction in the feed!).
STEP TWO: BROADCAST THE HELL OUT OF YOUR VIDEOS
If you spend the time getting all dolled up to go on video and you’ve crafted your pitch, make sure you use it EVERYWHERE. Broadcast LIVE from your page, post and tag the video on your YouTube channel and see if there are any groups that might love your content. Remember that you can BOOST your video with paid advertising on Facebook and the average cost per view on Facebook for video is REALLY REALLY low ($0.02 on average). When else can you reach your audience at that cost?
STEP THREE: LITTLE TWEAKS THAT MATTER
We love to give you tweaks that matter and video marketing is no different. Here are my selection of the top three hacks to make your videos more effective.
Make sure your first frame sets up the topic — if can use a movie editing app like iMovie or jump on over to Canva and make a title frame to add to your video that can be the first frame of your video. This REALLY matters on YouTube as many users make a decision on the frame instead of the description.
Tag it well — Make relevant tags for your videos so they can be indexed and delivered when people search. If you aren’t sure how to tag your video, go over to Google AdWords and get some suggestions using their Keyword Research feature. Remember, even if you do a Facebook live, make sure it gets to your YouTube channel so it can be found if anyone searches there for content.
Begin and end with a call to action — After your first frame sets up the topic you will cover, tell the viewer who you are and where they can visit you online. Do the same at the end of the segment. By doing these two traffic driving activities, you can dramatically increase your site traffic over time. Who doesn’t want MORE traffic?
Video is a core strategy in 2017 for all marketers. If you haven’t tried it yet, promise yourself you will try to make a topic that delivers value to your audience this week. It doesn’t have to be long or have an intricate background. Just talk about something that matters and do it with authority. Give yourself a first assignment of only 60–75 seconds. Come on, anyone can do that!