I’m just wondering if video has become a tick box exercise? I understand as busy business people, video is just one of many things to be done if you are launching a new website or champaign. So when it comes to video, there is more to just finding a video production company and tick it’s all done. Follow me today as I travel into London as I visit a digital agency to see if this is true. Day 21 of my video challenge.
Rather than looking at video from a strategic point of view, it needs to be seen in how it integrates into the whole marketing and business plan.
Put some thought into how you are going to distribute and market the video to make sure that you get a return of investment. There seems to be a missing link here between the, what I call the pre-pre-production, the strategy part, and the promotion and distribution of the content. Then there is no following up and checking on the metrics and measuring it to make sure it worked. Video is so much more than another item on a list to be ticked off.
I blame Kevin Costner! Do you remember the film ‘Field of Dreams’ starring Kevin Costner where he hears a voice when walking through his cornfield which says “If you build it, he will come”.
I often think of this analogy when clients make ‘build’ a video, upload it to the website or plonk it on YouTube and expect people ‘he’ to come and watch it. This might have worked in the past, but not anymore.
If you think about it, we live in a noisy content world. Look at the facts, over 300 hours per minute of video content is uploaded to YouTube. Five hundred million Instagram stories are posted per day. It’s getting tough to get your content seen by your audience. And even if you have a warm audience, they’re very likely to miss what you’re trying to show them.
Social media channels make their money through advertising. You may of heard the phrase “Pay to Play” and, like it or not, this is the world that we live in as marketers, and we need to see this as an opportunity. See this age of video ads as a Goldmine Era. What I am referring to is that you can reach a wide audience and not pay a lot of money at the moment, but this won’t last forever. All the social media platforms are offering video ads, which can be very highly targeted. But before you rush out there, there are a few things to consider to make this campaign effective.
The first, have clear goals. Do you want this to be a brand awareness campaign? Or do you want people to consider one of your products? Or you want a conversion and sales? This will shape what your video content will be.
The second consideration is to have a budget in mind. Now, you can spend just a couple of dollars, obviously, right up to hundreds or thousands of dollars, it depends on the size of the target audience and also their geographic location. But if you’re niche and know exactly who and where your audience is, you can run a very effective campaign for not a lot of money.
The third, measuring the results, and having an online campaign like this, will give you great metrics. So you need to consider what goals you want:
Do you want just purely views?
Do you want to promote people sharing and engaging with your content?
Do you want people to click through to a landing page?
Do you want to go straight for conversions?
Now, each platform has a slightly different setup, depending on these goals that you want to achieve. We are nearly halfway through 2019. The digital landscape is changing all the time. I would recommend you at least test some paid promotion for your video content. It’ll give you an unfair advantage over your competition. And believe you me, a lot of businesses are not doing this.
On my way to see a potential client, and in the video below I want to talk about why making videos for your business can be a complete waste of money.
The main point is that most businesses don’t have a video strategy. They make video on what I call an ad hoc or one-off basis, and there are no concrete goals with what the video should achieve (increase brand awareness, new leads, education, entertainment, etc.) The business justs make content for content sake.
Another potential money waster is making a video for what the business thinks the audience wants to hear. They make videos about their own business (who we are, what we do) rather than considering the audience and making content which actually will resonate with them.
A third mistake I see is not having a marketing or distribution plan in place. Only uploading to YouTube and a few social media posts are not enough. Videos need to be seen as an asset and therefore, to make it work is to pay for some advertising to place it in front of your intended audience.
The way I help my clients and the way I work with them is to join all the dots when it comes to video creation and to help them create a video strategy. And I was just wondering, do you have a video strategy for your content?
Day 15 of my video challenge and today I give ultimate advice on how to make video work for you.
I have worked with hundreds of businesses and made thousands of videos over the last 15 years, and I see most companies a video seems to be a one-off event. The attitude is, “We’ll make a video when we need one”. I think in this day and age, if you look at the stats, see how video is dominating the social media channels and looking at the engagement you get from video content. I think as a marketing manager; you need to include video as part of your strategy, of your overall marketing strategy, rather than seeing video as just something as a “We’ll do it when we need it.” The best way to start doing this is to allocate some money towards it. When you do your annual marketing budget, make sure you include a budget for video, not just one video, but by creating a series of videos. This will help focus the mind on working out what content you need, so when you go out to video producers, to say that we’re looking at an annual spend of this, see what kind of deal or negotiation you can get with the company.
The second part is that when you have this video content, is to make sure that it’s being viewed in by the target audience, one of the best ways to do that now is through paid-for promotion. It is not enough just to put the video on YouTube and website and do some social media posts You need to amplify by placing some money behind some Facebook ads, Instagram, YouTube, and LinkedIn. There are lots of opportunities now for doing that. When it comes to paid-for promotion, I suggest allocating about 20% of the production budget. For example, your production budget is $10,000, set aside at least $2000 of that for paid-for promotions. The main point is to test it to see how it works out. You may be surprised how well it works and how you can actually really reach a new audience and can be so targeted in what you’re doing.
My big tip is to make sure you’ve got a video strategy and have a budget for the year. Here is a link to our guide to making sure you get a return of investment on video.
Today’s blog I want to talk about how to overcome your fear of appearing on camera. Even though you’re an introvert and have concerns about being judged and you think you have a face for radio.
Now I get this. I think it’s tough to talk to a camera as it’s a static object and it feels very unnatural. And, as an introvert, I do find this hard to do. Often I think Will the audience want to hear what I got to say? “Do I have anything important to say? “What if they don’t like it?” There are loads of excuses not to do this. And actually, I think as you’re talking to a camera, you get used to it if you practice a lot. I think it’s easier than actually doing public speaking.
Video marketing is essential, especially if you have an important message and story to tell. And I also understand when you put yourself out there, you may think, “What will people think?” You have a fear of being judged. We live in a world if you’re going to put yourself out there online, you’re going to be judged. People are going to leave negative comments. They might not like the message that you have. And I think you just got to accept that. And realize that most of this are not personal. It’s about them and their issues. What you need to do is really just focus on your audience, the people who do resonate with your message, who do follow and like you. Concentrate on them and serve them and do not let the distractors, the haters get to you. Now I know it’s hard to do that sometimes. I like to be liked. But I think you got to realize that you won’t be liked by everybody. Your content will not resonate with everybody. So create content which is going to be valuable to your audience and build an audience who are going to like you, follow you, and leave positive comments.
The third thing is, I just see this a lot, is that people think that they are ugly. They have a face or a good voice for radio. I’ve done thousands of videos and most people do not like the way they look and sound on camera. It’s so common that is when you film with a camera, you’re used to seeing yourself in a mirror, so you look different and in your head, you probably also think you sound different. Yes, we all have an accent. Yes, we all do look different. And that’s what makes us uniquely human. In my experience, that people don’t comment, or very rarely comment, on the way you look and sound.
If your message is good and valuable, people will concentrate on that, not on the way you look and sound. And yes, there are tricks you can do. Location’s important. Lighting’s important. Sound is also important. So there are things you can do to help to make you look good. Editing your videos can help. You can put footage over what you’re saying. If you’re that concerned about the way you look. But I think part of it is you just got to do it, and you get used to it. The more you do this, the more comfortable you get on camera the easier it becomes. So I think the big tip is to practice. If I can do it, so can you.