For the last four weeks of my video challenge each Sunday I have produced a video book review. I like to review books which have had an impact on my life. One of the most important has been the one I wrote: “How to Get Video Right”. The reason why I wrote this book was seeing a pattern where businesses focused on the production of the video and then not use it to its full potential when delivered.
“How to Get Video Right” speaks directly to the tens of thousands of companies around the world who recognise video’s potential, but are lost on how to cash in. Covering everything from discovering the “story” and finding the correct production partner to setting budgets, ensuring the video is actually watched and leaving the audience chomping at the bit for more, Banks’ new guide guarantees the maximum ROI on any video marketing project.
If you are serious about growing your business, engaging your employees, and selling to your customers, you need to embrace video. If you don’t, you risk your organisation being left behind in this rapidly changing digital age.
In this book you will learn:
• The knack of achieving maximum return on investment
• How to save thousands of pounds on your next production
• Why Identifying your audience is critical
• The importance of getting your story right
• The types and style of videos for your business
• How to find the right video partner
• The secrets to ensuring your video is watched
• How to measure engagement to get the best value
I want to show people how to take video seriously – in terms of paying for quality production, not rushing the story-making strategy process and ensuring that the finished product is distributed in a way that makes for a huge ROI. You’d be surprised at how many organisations have world-class videos just sitting there, without being seen by the intended audience The bottom line is if companies don’t jump on the video bandwagon soon, they’re going to be left behind.”
“Every day when you’re not using video is potentially costing you and your business customers and money. Reading a book like this is important so you get an understanding of video and how it can help your business grow.” – Chris Cardell, Marketing expert, Cardell Media
You can buy the book on Amazon or directly from the book’s website. f If you watch the video there is a discount code which is valid until the end of July 2019.
So you’ve made a video, congratulations 👏. I hope it is worthy of an Oscar, maybe you’re not going to enter it into the Academy Awards 🏆, but the question is, what are you going to do with it now to get it seen?
Most businesses I see when they make a video plonk it on the front page of their website, create a few social media posts with it and think this is video marketing and all done.
Companies need to understand that your campaign doesn’t end with a great video. What happens next is just as important. You must have a sound content distribution plan in place before even beginning production. By doing so, you avoid being one of the companies that waste thousands each month on video and are left wondering why the results are so poor. Do it properly, and you will see results that will be reflected on the bottom line.
In order to optimise ROI on video assets, one approach is the ‘Owned’, ‘Earned’ and ‘Paid’ model when it comes to content distribution. Here’s how it works:
Owned – This first element relates to how the content is distributed using the firm’s own media outlets first, ranging from the company website to email lists, salespeople and exhibitions, as well as social media and YouTube channels.
Earn – Refers to distribution through partners, professional memberships and associations, industry news outlets, blogs, influencers, etc.
Paid – The final stage of the process relates to the derived benefits for the company. Which is why every distribution plan is tracked and evaluated on success and efficiency against goals, such as conversions, dwell time, sales, etc. Paid distribution is perfect when the limits of owned and earned sources have been reached, and there is a need to push the video out to a new audience. When it comes to attracting new audiences with video content, there’s no better avenue for reaching the right demographic than going through paid advertising. By doing so can achieve even better results on follow-up campaigns.
Success in video is not all about the production. Putting a plan in place for content distribution makes a massive difference to the results you see. Using this strategy, companies will notice a quantifiable ROI that far outweighs the initial investment.
* Book offer shown in the video only valid until 31st July 2019
Can you describe you and what you and your business does in 60 seconds? Today’s video is the equivalent of an elevator pitch, useful to put on your Linkedin profile and social media channels. It is harder than I thought to distil all I want to say in 180 words or less. Do you have a video pitch for what you do? Day 24 of my video challenge.
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.