20 Feb Video Marketing For Beginners – Tools, Ads, and Best Practices
We already know video marketing is really huge these days. Every time I have to record a live video or get invited to a Live Interview I get excited. I love talking to people and sharing what we learn at TreDigital.
Then I get terrified…
LIVE VIDEO is NOT my “thing”.
For every person who loves being on camera, there are dozens of us who absolutely detest it…
Sadly, I fall into the last category.
If you are like me and cringing every time you hear that video is the “next best thing” you may find this article helpful.
This post is for you if you know that you need to take a plunge but need a bit more direction on your next steps. It helps you craft an initial video strategy WITHOUT a requirement to be live on camera (at least not all the time).
And shows you ways to make extra money from your video.
So without further ado…
Taking Your First Video Marketing Steps – Start with a Plan
Just like with any content, your first video marketing steps have nothing to do with video creation. Rather, these are all about strategizing and planning. Answer some of these core questions:
- What is the purpose of my videos? Are these top of funnel videos to bring attention to my band or are these tutorial-like videos to help with the purchase decision? Your answers will set the foundation for the rest of your strategy. They will inform the format, the distribution strategy, the video length and more.
- What are my focus keywords? Yes, These are critically important to your video strategy. You will need to have several levels of keywords (from generic ones such as “Get Started with Video” to more specific ones like “practices for Facebook Live-Streaming”
PRO TIP: Use VidIQ Chrome Extension to do competitor research. Look at the descriptions, tags, and keywords they use in each of their videos.
- What is the format of my video? Are these live shows, tutorials, screengrabs, demos? You can mix and match the formats and learn what it works, but do have a structure in place before you start. For example, you can do 2 video tutorials and 1 live interview a month. Decide on the initial length of these and then video analytics to determine what works.
Remember I talked about NOT having to be on camera for every video. Many of these video formats allow you to be on the background:
- Interviews and QandA sessions with top leaders in the industry
- Testimonial Videos from your clients or partners
- Facebook, Instagram or YouTube Live Streaming from events
- Explainer Videos
- Unboxing videos
- Story-telling videos with slides
- Teaser videos
- Screengrab Tutorials and Walk-throughs
- Highlight Reels
- What is my video script? Creating a script is crucially important to your videos. Regardless of whether you’re doing a live interview or telling a story in a funny compilation of video clips, always create and edit a simple script before you start filming.
PRO TIP: Try this simple 3-part formula for all of your videos
1- Start with a “Hook” or an open-ended question that sparks curiosity and motivates people to keep watching.
2 – Tell a story that is focused on your main benefit.
3 – Close with the Call to Action.
Your Call To Action does not have to be “Buy Now”, it can also be “Watch my Next Video”, “subscribe to my channel” or “Learn More”.
Whatever your Call to Action is, always be clear on what it will be BEFORE you film or edit your video. Build your “hook” and your story around it.
- What are my promotion and distribution strategies? Can I extend my videos by creating different formats and clips from the initial recordings? The secret of every successful marketer is not in creating a lot of original content, but rather creating one piece of content that is further transformed into different formats. For example, you can take your video interview and create teaser videos, Facebook and Instagram stories, embed these into your blogs, email marketing, landing pages, promotional materials.
PRO TIP: If your audience loves your videos and you grow a strong fan base, you may also be eligible for Monetization features. Skip to the end of this article to learn how you can earn extra income with your videos.
Creating Your First Video – Best Video Tools to Use
I am assuming that by now you have answered (and hopefully not skipped) the strategy and planning questions.
It is time to produce your first video.
Unless you are working on a super bowl commercial that takes months of production time, hundreds of people shooting you do not need fancy filming or editing equipment.
I am also assuming that you have decided on the format of your videos, so all you need to move forward are:
- A simple piece of equipment to produce a video (a simple smartphone will work at the very beginning or a simple camera (Nikon D5600 is a great lower-cost powerful option). You may also choose an optional microphone (We use Yeti – https://www.amazon.com/Blue-Yeti-USB-Microphone-Silver/dp/B002VA464S)
- Video Creation and Editing Software. The specific tools you need will be determined by the format of the videos that you decide to use.
My team and I have used all of these tools for different videos that we create. Many of them offer a free trial option. Once you get some clarity on the format of your videos, consider giving one of them a try.
Do not sign up for all of them at once. Try one or two before you add more to your list.
Best Editing Tools if you use your own videos
Best Video Creation and Editing Tools if you use stock videos
Best Screen Capture Tools
Best Livestreaming Tools
Best Webinar Tools
Best Video Hosting Platforms
Using Your Videos in Ads – Best Options to Consider
Now that you have some experience with video creation, it is time to take it up a notch. Videos work wonders when you turn them into Ads.
Here are some of the most effective platforms for video Ads and some of the best practices.
- Facebook Video Ads. You kick off a Facebook Video Ad campaign by simply uploading the video onto Facebook and then boosting it via the boost button directly below the post.
- Instagram Video Ads. You may have already tried video ads on Instagram. The most common way to run Videos on Instagram is to post a video and then promote it on the mobile app.
Pro Tip: If you are looking to get deeper views and engagement, use the Business Manager account and the Video Views objective for your Ad Campaign and either create a new ad or use an Existing Facebook or Instagram post to promote.
- Facebook and Instagram Stories: Stories continue to grow in popularity and drive great engagement. With that, why not also use your videos in your story ads. Many of your video editing tools (such as Wave.Video = insert affiliate link) will easily modify your format for the Story ads.
- YouTube Video Ads. YouTube video ads come in many different formats and are easier to use then you may think. Get started with some of the simplest ads first (Bumper ad or a skippable ad) and then build your strategy from here.
For a step-by-step guide on how to set up and optimize YouTube Ads, read my Social Media Examiner Article:
Earning Money with Your Videos – How and Where to Monetize Your Video Content:
Video Content creators enjoy another bonus of creating videos – Earning money via monetization features offered by different platforms. Some of these platforms have existed for a while and others are new.
In order to earn money with your videos, you will also have to grow your audiences.
YouTube Monetization. YouTube of the better-known video monetization options for vloggers. You do need an engaged YouTube channel with at least 1000 subscribers to qualify for monetization but there are many different options you can apply to.
Facebook Monetization. Facebook now offers several opportunities for you to earn money with your videos. From Facebook In-Stream Ads (formerly known as Ad Breaks). You do need to follow Facebook rules to qualify and meet other eligibility requirements, but the payouts are quite generous. For everything you need to know about getting started with Facebook Ad Breaks read my Social Media Examiner Article.
Roku Streaming Channels. You can now create your own Streaming Channels on Roku. While this option is still quite new, it is quickly growing in popularity and is a viable option if you regularly create high-value content.
Vimeo Paywall. Vimeo offers a creator-friendly option for earning up to $500 from your videos via establishing a paywall.
Other Video Creation Best Practices
After surveying many of the top video content creators and looking at our best practices, I’ve seen some of the common best practices themes. These are:
- Focus on Your Audience – Create content around your fan’s top question. Listen to their comments and feedback. Analyze your video performance. Do more of what works and less of what does not. If your fans tune out at the beginning, improve your hooks and offers. If they drop off in the middle of your video, be more engaging, add special effects, shorten your videos.
- Be Consistent yet Mix it Up – Stick to a regular production schedule (for example, one video a week) but try different formats. Over time you will find formats that are most comfortable for you and also work for your audience.
PRO TIP: Your first videos may not get any response, therefore, do not abandon the strategy right away. Keep building on it, look for early signs of success.
- Optimize for Search Engines – From keyword research to formatting your video titles to adding video captions and transcripts, each tiny optimization step will play a huge role in your success.
- Promotional Strategy: Your work does not end with the final edits of your video, in fact, your job is just starting. Promotion is by far the most important part of your success. In addition to repurposing content, remember to share it on all of your platforms (email, blog, social media, podcast).
My hope is that by now you are motivated enough to produce your first video. Do not overthink or over-complicate your video strategy. While planning and execution are critically important, it is as important to take your first steps.
So I urge you to take your phone out, record your first video and share it at least on one of your social channels. Chances are you will get at least one person to react.
And even if you do not, as long as you keep your focus on moving forward, learning and applying the best practices over time, you will succeed.
The worst thing you can do is do nothing.
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