18 Must-See Video Marketing Secrets & Insights


Lights, digicam, video. If there’s one factor all manufacturers and entrepreneurs needs to be doing no matter measurement, finances, viewers, trade, nation or social community – it’s video advertising.

For one, Facebook’s Nicola Mendelsohn predicts that their content material will “probably” be “all video” by 2021 and Cisco experiences 82 p.c of all shopper web visitors will probably be movies.

People are already watching extra video on Facebook than YouTube, the world’s second largest search engine.

Wait, there’s extra.

Let’s begin with the social media alternative of video and the way it means extra than simply eyeballs. In a time when retention is difficult to return by, video is profitable the retention battle.

On their 2018 PROMO Online Video Study, Hila Shitrit, VP of Communications at Slidely had this to say:

“Considering 44 percent of people watch five or more videos online every single day, social video represents a wildly valuable opportunity for businesses across all industries. Tailoring video content to your target audience can boost your retention rate by 35 percent. And since 71 percent of consumers find sponsored videos relevant or highly relevant, it’s definitely worth investing in a paid campaign to ensure your videos are seen by the right eyeballs.”

Why Video Marketing?

Video makes all the pieces actual and private.

Getting particular, right here’s how video could make a distinction in social and past. Videos assist to:

  • Humanize your model.
  • Educate the client.
  • Simplify the complicated.
  • Evoke emotion and inform a narrative.

Videos is usually a model’s likelihood to maneuver the method from one stage to the subsequent. Whether it’s going from a no one to a someone or uneducated to educated or from a agency “no” to a heat “maybe” to a stable “yes.”

Using Videos within the Sales Funnel

word of mouth

“Don’t be like the cable company and only target new prospects and ignore the community,” mentioned social media knowledgeable Christine Gritmon at INBOUND 2018.

She reminds us to think about your consumer’s journey and make the movies to match the journey.

Attracting Strangers

This is the stage of attraction. Strangers don’t know something about your model.

Create movies that present who you might be, what your model is about, what your vibe is and your character. Keep these movies quick and candy.

“This targeting should be cold but deliberate,” Gritmon mentioned.

This is the place you goal by age, geography, and curiosity, in addition to use lookalike audiences matched as much as present purchasers and followers. No have to waste time on focusing on present followers and followers – transfer on to subsequent stage video.

Remember, your vibe will appeal to your tribe.

Converting Visitors

This is a conversion stage, turning strangers into prospects. Visitors are simply checking you out, attending to know your model.

This video sort ought to convey why they want you. How are you able to get them to know, like, and belief you? And, most significantly, why your model?

This is if you end up exhibiting worth and providing issues like an e-mail obtain.

Here is the place it is smart to focus on utilizing customized audiences reminiscent of web site guests, folks in your mailing checklist, and previous purchasers.

Closing Leads

Things are beginning to get extra “official” within the lead stage. Leads are certified prospects.

This is whenever you need to shut the deal. This viewers has caught with you, shifting from stranger to customer.

They are just a few breadcrumbs of goodness away from making a dedication. At this level, your mode needs to be “giving to get.”

What does this appear to be?

The greatest kinds of video for the lead stage of the shopper journey could be occasions reminiscent of a Facebook Live, an academic webinar, or perhaps a free Zoom video seek the advice of name.

The lead stage is whenever you goal essentially the most engaged and certified viewers. For instance, utilizing knowledge from Facebook pixels, e-mail opens, and so on., you may weed out the unqualified and maintain your laser-focused buyer conversion.

Give them one thing of actual worth, then ask for his or her cash! Say whats up to increased shut charges.

Delighting Customers

High fives and group hug, you might have a brand new buyer who’s now also referred to as your potential promoter.

Considering the belief issue for manufacturers is at an all-time low, good, old school, word-of-mouth advertising is the brand new regular.

The movies you created for strangers and leads at the moment are irrelevant to clients. They already signed up and love you… thus far. You need them to maintain coming again for extra enterprise and produce some referrals.

The greatest kinds of movies in your clients are ones to please and add worth.

One thought is to create a featured video a couple of buyer success story. You can even collect user-generated content material, do one thing to make their life simpler, or make them shine with a freebie of some kinds.

Targeting on this stage contains your neighborhood, those who’re your present clients and likewise your previous ones. The purpose is to show clients into your model promoters by wowing them in new and revolutionary methods.

As Jeff Bezos places it, “Your brand is all about what other people say about you when you are not in the room.”

It’s not about you the model, it’s about creating essentially the most frictionless expertise attainable for the shopper.

HubSpot co-founder Brian Halligan formally introduced the standard advertising funnel as we all know it’s damaged and has been retired. He factors to the brand new Flywheel method, placing the shopper in the midst of advertising, gross sales, and repair.

There is proof behind this new method.

Reports present manufacturers and entrepreneurs needs to be obsessing over buyer like by no means earlier than as a result of the buying choices are being influenced by phrase of mouth and buyer references.

Content is on the again burner of affect, it’s nonetheless within the combine, simply not the highest influencer.

Turning Customers into Promoters

Turning your clients into promoters is essentially the most precious stage of the advertising journey – whether or not you name it a funnel or flywheel.

The greatest ROI comes when clients love you and are excited to inform others to take a look at your model. They need to be the supply of your new enterprise.

This is the stage the place user-generated content material is cranking and leveraged with model advocacy packages, associates, referrals and makes them companions in your model journey.

Stepping past the shopper journey and video, there’s extra to video than meets the attention relating to video advertising.

Videos Tips in Social & Beyond

All stats level to video being the dominating content material in social media. It will help optimize your time, in addition to your prospects and purchasers.

Let’s have a look at some not-so-obvious methods to make use of video out and in of social.

1. Video Reply for Personal Branding & PR

In Twitter, there’s a trending hashtag leveraged by #TwitterSmarter’s Madalyn Sklar referred to as #VideoReplyDay.

Rather than utilizing a textual content, a GIF, or a photograph, Sklar suggests creating a personalised video reply. Imagine doing this as a media relations technique for a trending subject to get quoted in a narrative.

A video reply is a solution to get a extra customized reference to a prospect, consumer, influencer, or buyer.

2. Email Signatures

How many emails do you ship a day? Introduce your self in a singular and customized means.

Adding video to your e-mail signature is a solution to present experience and be human. This helps to achieve belief and is a inventive solution to specific your background and credentials.

An ideal software to make use of for that is WiseStamp.

3. Video Over Text

59 p.c of executives would somewhat watch video than learn textual content, based on Forbes Insights.

Got an necessary assembly or report developing? Put it into video to provide it an additional spectacular kick!

4. Proposals

Taking a posh or perhaps a easy proposal and sending a video strolling by means of every part and including any feedback or clarification may give you a leg up on the competitors.

Eradicate any hurdles by utilizing this template:

  • Explain.
  • Elaborate.
  • Educate.
  • Activate.

5. Email Response Videos

Consider a thanks video as an alternative of a daily video.

Keep it easy, private, and thank them for his or her time.

Talk about them and the state of affairs, not your self.

6. Video Text Messages

Emojis are visible and private, however video is even higher.

Video replies in textual content are simpler than ever and add a extra personalized effect to in any other case redundant textual content messages.

7. LinkedIn Live Video

If you are attempting to advertise your private or enterprise model, video on LinkedIn is a robust weapon.

Live video on LinkedIn is a certain solution to stand out within the LinkedIn information feed and inform your information story, opinion or commentary.

8. Vertical Video is Hot & Converts

First got here Snapchat, then Instagram Stories, and subsequent Facebook Stories.

The newest vertical breadwinner is IGTV.

Smartphone customers maintain their telephone vertically 91 p.c of the time, so it’s simply simpler to go vertical.

More importantly, vertical video has a greater completion fee and CPM in comparison with horizontal.

Myths, Tips & Tools

Video advertising knowledgeable and speaker at HubSpot’s INBOUND 2018, Antoine Dupont, shared some techniques and eye-openers to set the document straight with video.

9. The Two-Minute Rule on Video Is a MYTH

Videos needs to be so long as they should be and as quick as you may.

10. Video Length

The earlier within the gross sales journey the shorter the video, maintain it quick and candy to seize the eye and enhance the size as their curiosity will increase.

11. Closed Caption for the Win

85 p.c of individuals watch movies on Facebook with out sound, so add subtitles for greatest ROI!

12. Production

One minute of video equals one hour of enhancing as a baseline. Be reasonable.

13. Chatbots

Integrate video GIFs and actual movies into your chatbots.

Make them really feel as human as attainable by selecting in style, hip selections for them to answer clients.

14. Fiverr

Don’t have in-house expertise? Pay $5 for an expert video introduction on Fiverr.

Video Creation & Editing Resources

Drag and drop to create professionally designed movies that convert!

The extra attention-grabbing and entertaining the video, the higher impression it can make. Adding cool edits and results could be easy and add a whole degree of depth to your video.

15. Promo

No time or finances for customized video creation? Promo offers you entry to over 13 million premium video clips and pictures, ready-made templates, pre-edited licensed music, and has a user-friendly editor.

And you realize that video sizing element? Promo helps you to simply format your video with the correct facet ratio for the platform you’re posting it to.

Social PR Secret: My favourite perk, Promo’s month-to-month calendar software that sends you prompts for creating well timed movies.

15. Final Cut Pro

A extremely really helpful video enhancing software program for novices and professionals.

17. Camtasia

Need to document “how-to” movies? This software program is ideal for display recording in your laptop after which enhancing after.

18. Course of  Video Action

“I hate the way I look and sound on video!” Said virtually everybody besides the Kardashians.

Creating stay or recorded movies can set off emotions of stress, insecurity, and awkwardness.

Try Sklar’s Video Like a Rockstar course to achieve confidence and the talents wanted to go stay with out breaking a sweat.

Summary

Video content material is the brand new king. If you might be questioning what day is the perfect day to get began, it’s right this moment.

Video brings private and enterprise manufacturers authority, credibility, and even leads. Turn on the video lights, let the motion start.

The hardest half is getting began.

More Video Marketing Resources:


Image Credits

All screenshots taken by creator, October 2018

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