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Using video as part of your marketing strategy

Are you using video online?

Do you have a YouTube channel? Do you go live online? Or are you yet to share any video on any of your social media marketing?

According to my friend Neal Schaffers blog (check his podcast episode here) 85% of marketers credit video as an effective way to get attention online. Human beings connect 30,000 times faster with images than text. Convinced about the need to add video? Right – what do you need to know?

Video Marketing – the basic tools

What equipment do you need? Start with basics!

I recommend you have a camera and a mic. Once you decide video is for you, it’s time to invest in a ring light. A ring light is a large light that will give you a nice ‘glow’ for your video.

If budgets are tight, think about using the camera on your smartphone. I record all my YouTube speak-to-camera videos using my phone. For webinars and social media live video I use a Logitech webcam

The microphone I use for podcasting and video on the laptop is a Blue Snowball microphone. For video recording with the smartphone, I use a Rode mic.

Ideas for your Video

Now you have your equipment, what are you going to create video of?

You can make videos with yourself on screen, a screen recording where you do not appear, or even a video using ‘still’ images.

Here are some ideas:

1. Explainer videos

This is really popular because people like you to explain how things work! An example could be – how to find your dashboard on LinkedIn. In this video, I appear on screen in the top right hand corner.

2. Social Media ‘teasers’

Using tools such as Headliner or Wave.video, you can create short videos that will tease some content for a longer form piece of content. For example:

3. Interview Videos

I love interviewing people online so this is a common video type for me! You can pre-record these and therefore edit them, or you can stream a live interview. You can also edit the video after it has been streamed live. I use Streamyard to livestream and have a paid account, so I am able to download the video afterwards.

Other video types can include

  • Launching your new product or service
  • Introducing yourself
  • Product Demonstrations
  • Behind-the-Scenes videos.

How do you plan your video?

Like any blog or podcast, video also needs a title, a topic, a beginning and an end.

Headline

Your headline or title should grab someone’s attention. It should also (hopefully) make it clear what someone will expect to see if they watch your video. You can use websites such as Keywords Everywhere or Headline Analyzer to see if you have a good headline.

Example – How to spot a fake profile on LinkedIn

Topic

Does your topic speak to your audience? The videos we are talking about are for marketing your business. Are you creating videos your audience want to watch?

If you aren’t sure why not survey your audience and find out what they want to see video on. You can do this by asking your email list, your network or your social media followers.

Give Value

My most popular video on YouTube about LinkedIn gets straight to the point, delivers what it says it will and teaches my audience about something they want to learn about.

Top tip – don’t waffle on your video. Try not to talk too much about yourself. Share value with your network – get to the point and aim to answer their questions.

Call to Actions

What is the purpose of your video? Yes, to deliver value and get in front of your audience but also do you have an offer? A product or service for sale? Maybe you are offering a free download, a link to a webinar – whatever your next step is, make sure you include it in your video.

I share weekly videos on my YouTube channel and I invite you to subscribe to it here. If we are connected on LinkedIn, I share live video content on there most Tuesdays and Fridays. Come and connect with me today .

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