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How to Make Video Part of Your Marketing Strategy

3 Key Points in this Episode:

  1. You will learn the compelling statistics about marketing trends and video.
  2. You will learn about the three stages of your customer’s journey that you need to make videos for.
  3. You will learn about the format and strategy that you will need to make your videos convert viewers into customers.

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Show Notes:

Episode 128: Video is fast becoming one of the most important parts of a content marketing strategy for all businesses. I prefer voice (as many podcasters do) but I realize that if I am going to be successful, I am going to have to learn how to incorporate video into my strategy.

I recently took a couple of courses and I wanted to share with you some of the strategies I am learning so you can use video to better market your business.

Creating videos should be a major part of your content marketing strategy.

Businesses will pay thousands of dollars for a highly produced brand video for their homepage, after that video is no more.

Other businesses will produce lots of low-quality videos for social media following fades they see online without spending any time thinking about their audience and the challenges they face or their viewing habits. These turn into feature and benefits promotional type videos that lack the elements needed to have the desired impact.

This is a mistake and it leads business leaders to the conclusion that video won’t work for them.

Here are some very compelling statistics from HubSpot.

  • In 2018, 87% of online marketers used video.
  • 50% of consumers want to see videos from brands.
  • 90% of consumers say that video helps them make buying decisions.
  • 64% of consumers say that seeing a video makes them more likely to buy.
  • 62% of consumers say that seeing a low-quality video will make them have a negative perception of the brand.
  • Having a video on your homepage can increase the likelihood of a 1st-page search result by 53 times.
  • It lowers your Bounce Rate, which is the percentage of users who land on your homepage and leave immediately without clicking a link or interacting with the page.
  • 79% of people would rather learn by watching a video than reading the text.

There is a difference between creating video and creating an engaging video.

Why you should be creating engaging videos:

  • Video content creates trust
  • Videos that are optimized correctly can improve your SEO
  • Videos done correctly can differentiate you from your competitors

There are three stages to the video content marketing strategy that require you to produce very different types of videos.

Stage One – Building an Audience

The purpose of these videos is to attract potential customers to your content.

Types of videos that you can make:

  • Short videos that show off your brand’s personality
  • Thought leadership videos that establish you as a source of industry news and insight
  • Brand films that share your values and mission
  • Educational how-to videos that provide relevant tips for solving your audience’s pain points

Expert Tip: Avoid speaking about your products or services in these videos.

Stage Two – Engaging with Your Audience

Step 1: Converting Visitors into Prospects

After you have attracted visitors you need to provide them with video content that will help them to self-identify themselves as prospects.

Types of videos that you can make:

  • A webinar filled with tactical advice
  • Product demos sent via email
  • Landing page promotional videos
  • Case studies
  • In-depth educational how-to videos

Expert Tip: This is the time to demonstrate what you do and why it is valuable to them.

Step 2: Converting Prospects into Customers

Once these visitors have become prospects it’s time to convert them into customers.

Types of videos that you can make:

  • Testimonials of customers with relatable stories
  • In-depth product demos
  • Culture videos that sell viewers on your quality of service
  • Personalized videos that explain exactly how your product or service could help their business

Expert Tip: Don’t forget to include Call to Action’s or C.T.A.’s so that your prospects are not left guessing what to do next.

Stage Three – Create Satisfied Customers by Delighting Them

Once you have converted prospects into customers it is time to finish the job by ensuring that your new customers are so happy with your products or services that they start telling everyone they know about you.

Types of videos that you can make:

  • A video in a Thank You Email that welcomes them into your community
  • Onboarding video to get them set up for success with their new purchase
  • Building out a library of educational product training videos

Expert Tip: This is also a great time to ask for referrals and testimonials.

After the break, I am going to tell you about the best way to format a video and the strategies you can use to make a great video.


This episode is sponsored by:

This episode is sponsored in part by the Build a Better Business Blog.

Go to jamieirvine.ca/blog today for in-depth articles that will help you build a better business.


Creating a Video

We are back from our break, now before the break, I promised I would tell you about the best way to format a video and the strategies you can use to make a great video.

There is a lot more to creating a video than just grabbing your phone and filming a selfie-style video of you walking around talking about something random.

You must think about your website, your content, and the platforms you are using to distribute the content in a specific way.

This is something that I personally struggled with for a long time.

I’ll use myself as an example to illustrate what I am talking about.

I’m Jamie Irvine and I am the brand, therefore my website jamieirvine.ca is my digital home. I create content like my podcast, blog, and now videos. I use social media channels like Instagram, Facebook, Linked In, and Twitter. I also use YouTube for my videos.

Once I realized that my website, jamieirvine.ca was like a television network, the content I was creating was like individual T.V. channels, and the social media platforms and video platforms were like the actual Radio, Newspaper, or Television that people were using to consume my content everything changed.

When you are creating content of any kind you need to think about who will be consuming the content, how they will consume it, and what you want to happen after they consume it.

Here is a formula for developing a video that will engage with your ideal customer:

Pre-Production Stage

Before you start making a video you need to have these fundamental questions answered.

  • Who is the target audience?
  • What do they care about and what challenges are they having?
  • How can we solve their problem?
  • What do we want them to do after they watch the video?

Production Stage

It is important to understand what kind of video you are planning on making.

What type of video are we producing?

Once you know what type of video you are making you can break down the video into 5 basic components.

#1 – Introduction

Make your introduction brief and concise so that people can very quickly understand exactly what they can expect to get out of watching the video.

#2 – Brand Moment

This is a moment in the video that reinforces your brand, what you stand for and what makes you unique.

#3 – Business Moment

This is a moment where you provide the viewer with the information needed to decide whether they will respond to your C.T.A.

#4 – Entertainment Moment

This is a moment that makes the video enjoyable to watch without taking away from the core message.

#5 – Conclusion

Your conclusion should concisely sum up what the video was about and if the video is part of series tell the viewer what is coming up next to entice them to keep watching the series.

Post-Production Stage

Once you have recorded all the segments of the video you need to put it all together.

Here are some tips to help you with this stage:

  • Your opening scene should be branded so people know it is you as soon as they start watching the video.
  • I like to use a closing scene with my brand and ways for people to contact me as the last thing they see.
  • Which platform are you going to use to distribute your video? This will tell you what size and any additional things you need to do to make the video work properly.
  • Transcribe the audio so that people can read what is being said since most videos have the volume automatically muted on social.
  • Have a scheduled release date so that you don’t procrastinate on getting the editing and post-production work done.
  • If something isn’t right don’t hesitate to cut it. For example, in an interview sometimes a question and the corresponding answer are redundant. You can edit it out and make a more concise video and this will keep your viewers more engaged.
  • High-quality does not mean perfect. Sometimes including something that isn’t perfectly polished makes the content more relatable to the viewer and people love to see the behind the scenes stuff anyway.
  • Only use royalty free music to avoid getting sued.

I really hope that this information has helped you to get an idea about why video is an important part of your marketing strategy and building a better business.

This brings episode 128 to a conclusion.

Next Episode:

On Tuesday, I will introduce you to Samuel Knickerbocker and we will discuss how to create and fund your legacy.

Talk to you on Tuesday.


This podcast sponsored by:

Screen2Fit by Pro.file

If you are hiring a new employee, I highly recommend that you use the Screen2Fit recruitment platform by Pro.File.

FreeeUp

I use FreeeUp to find high-quality freelancers to help me run my business and you should as well.

Trackstar Web Design

Every business needs a website and I have used Gerrit and Trackstar Web Design since 2012 and so should you.

Process Street

I use Process Street to create systems in my business and I highly recommend that you use Process Street as well.

Disclaimer: This podcast and description contain affiliate links, which means that if you click on one of the product links, the Build a Better Business Podcast may receive a small commission.


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