How to Make Your Marketing Videos Stand Out

Today, video marketing has become the backbone of effective online communication. With over 80% of internet traffic expected to come from video content by 2025, businesses can no longer afford to ignore this powerful medium. From YouTube to social media platforms, video content has the potential to significantly boost engagement, brand awareness, and even sales conversions.

But creating a video isn’t enough. You need to make it stand out. You must capture the attention of your audience, tell a compelling story, and ensure your content is optimized for search engines. I’ll cover everything you need to know about making your video content not just good but unforgettable. Let’s dive into the strategies that can help your video cut through the noise and deliver results.

Why Video Marketing Is Essential for Businesses

It’s no secret that video content is one of the most powerful online communication forms today. But why? Videos have a unique ability to engage, inform, and entertain in ways that text and images often can’t match. Studies show that:

• Video content gets 1,200% more shares than text and image posts combined.

• Landing pages with videos can increase conversions by 80%.

• Viewers retain 95% of a video message compared to just 10% when reading text.

These statistics highlight the effectiveness of video marketing in boosting reach, engagement, and conversion rates. But not all videos are created equal. Your content must be memorable and persuasive if you want to take full advantage of this powerful tool.

Grab Your Audience by the Throat: The First 10 Seconds

One of the biggest challenges in video marketing is capturing and holding the viewer’s attention immediately. Did you know that 20% of viewers will click away from a video within the first ten seconds? That’s right—your video has less than 10 seconds to make an impact.

So, how can you ensure that your audience sticks around?

1. Start with a Hook

Begin your video with a compelling hook—something that grabs attention and piques curiosity. Whether it’s a provocative question, a bold statement, or a visually stunning scene, your first few seconds should intrigue your audience and make them want to keep watching.

2. Show Immediate Value

Within those critical first few seconds, you need to convey the value of your video. Viewers should know why they should stay tuned and what they can gain from watching it. Outline the problem you’re addressing or the benefit they’ll get if they stick around.

Storytelling: The Heart of Effective Video Marketing

Once you’ve captured their attention, the next step is to connect emotionally with your audience. And the best way to do that? Storytelling. People love stories, and when you weave one into your marketing message, you make your content more relatable and engaging.

3. Focus on Emotion, Not Sales

A common mistake many businesses make is focusing too much on selling rather than connecting. Avoid creating a video that feels like a sales pitch. Instead, tell a story highlighting how your product or service can solve a problem or improve someone’s life.

People are more likely to respond to a narrative that touches their emotions than to a straightforward sales message. By putting the viewer at the story's center, you create a stronger connection and build trust.

4. Use Real-Life Examples

Sharing real-life success stories or case studies is a great way to make your video more authentic. People want to see how your product or service has changed someone’s life. These stories don’t just humanize your brand; they also provide social proof, showing viewers that your solutions work.

Show Your Personality: Don’t Be Dull!

One key element that can set your video apart from others is your personality. Don’t be afraid to show it! In a world where consumers crave authenticity, letting your brand’s unique voice shine through can help your audience relate to you on a deeper level.

5. Add Humor Where Appropriate

Humor can be an effective way to break the monotony of marketing videos. It doesn’t have to be over-the-top comedy, but adding a lighthearted touch can keep viewers entertained and engaged. Just make sure the humor aligns with your brand and message.

6. Be Genuine

In a world full of polished, scripted content, audiences are increasingly drawn to videos that feel real and authentic. Don’t worry about being perfect—focus on being genuine. When your audience sees that you’re real and relatable, they’re more likely to engage with your brand.

SEO Tips and Tricks: Get Your Videos Discovered

Creating an amazing video is only half the battle. The next step is making sure people actually see it. That’s where SEO (Search Engine Optimization) comes in. Optimizing your videos for search engines is key to discovering them, especially on platforms like YouTube, the second-largest search engine in the world.

7. Choose the Right Keywords

Before you even start filming, think about the keywords your target audience might use when searching for content. Keyword research can help you identify popular search terms related to your topic. Once you have your keywords, ensure they’re naturally integrated into your video title, description, and tags.

8. Optimize Your Title and Description

Your video title should be short, compelling, and keyword-rich. Avoid clickbait titles that don’t deliver on the promise. For your description, aim for around 200 words and include your primary keyword within the first two sentences. Be sure to also include relevant links back to your website or landing page.

9. Add Closed Captions

Closed captions not only make your video accessible to a wider audience but also help with SEO. Search engines can’t watch your video, but they can read text. By including accurate captions or a transcript, you provide additional context for search engines to index your video content.

10. Leverage YouTube Playlists

YouTube playlists are a great way to keep viewers on your channel longer. By grouping similar videos together, you can increase watch time and improve your video’s rankings in search results. Plus, playlists provide another opportunity to use keyword-rich titles.

Conclusion: Crafting Unforgettable Video Content

In conclusion, video marketing is an essential tool for any business looking to grow its online presence and reach more customers. But creating a memorable video takes more than just hitting record. You must capture attention quickly, tell a compelling story, and let your personality shine through.

And don’t forget the SEO component. Optimizing your video for search engines is critical to getting your content discovered by the right audience. By following the tips outlined in this guide, you’ll be well on your way to creating standout video content that not only resonates with viewers but also ranks high on search engines.

So, what are you waiting for? Grab that camera and start creating videos that connect, engage, and convert!

If you're ready to invest in video production for your business but feeling overwhelmed by the process, don't worry—I'm here to help! t can seem complex, but with the right guidance, it becomes manageable and enjoyable. I offer a free 30-minute consultation to answer any questions, discuss your goals, and break down the steps for your specific project. Let’s get you started on the path to creating video content that deliver real results. Feel free to reach out to schedule your consultation today!

How Much Does it Cost to Craft a 5-Minute Video?

When it comes to video production, the cost is often a mysterious topic for businesses venturing into video marketing. I frequently liken it to purchasing a vehicle: a Toyota will get you to your destination, but the experience will vastly differ from a BMW. The same principle applies to video creation; costs can range from a modest $500 to an eye-popping $50,000, depending on numerous variables. Let's delve into the pivotal cost factors to give you a better understanding on how to budget for creating a five-minute marketing video.

Pre-production

Setting the groundwork for your budget starts with the often-underappreciated pre-production phase. While anyone with a camera can produce a video, only a select few can develop a concept that deeply resonates with the intended audience. In earlier times, the success of a video was heavily dependent on the expertise of cameramen and editors. Today, however, the saturated video content landscape has shifted the balance, making pre-production—the creative planning stage—crucial. Investing more time in pre-production planning is essential in an environment flooded with content. With countless videos vying for audience attention, careful planning ensures that content stands out through clarity, engagement, and quality. A well-structured pre-production phase allows creators to refine their messaging and storyboard visuals and identify target audiences effectively. This strategic approach maximizes resources and enhances the likelihood of the video achieving its intended impact.

Writing

At its core, video production is about storytelling, not merely creating an ad or a presentation. Writers, in particular, play an indispensable role in shaping a video's structure, tone, and ultimate success by understanding both the message and the audience. Despite its significance, many business marketers neglect this stage and often fall short because customers favor stories over straightforward presentations. A well-constructed narrative weaves a sense of intrigue and momentum, keeping the audience engaged. Instead of using the full five minutes to labor over a product’s features, storytelling allows you to show how the product improves real-life situations.

Hiring a professional writer typically costs between $60 and $250 per hour. Choose one who comprehends narrative architecture and the nuances of your target audience. Alternatively, if someone within your team takes on the scriptwriting task, ensure they are well-versed in storytelling principles. The Hero’s Journey, for example, is a popular storytelling template used in films like Star Wars and The Lion King.

Talent

The question of talent boils down to a choice between using your employees or hiring professionals. While employees may come at no extra cost, they must have a commanding presence and articulate well on camera. Professional actors, on the other hand, charge anywhere between $50 and $100 per hour, depending on their experience and reputation.

When hiring actors for a marketing video, producers must set clear expectations to ensure a smooth production process and a successful final product. First, define the actor's role within the video's context. Provide specifics about the character's personality, appearance, and required skills or attributes. This can help actors better understand how to embody the character.

Second, clarify the scope of work, including rehearsal schedules, shooting days, and any potential overtime. Actors should know the timeline and expectations surrounding their engagement. Communication about compensation, including payment structure and any potential bonuses, should also be transparent from the outset.

Additionally, communicate the project's overall goals and messaging. Actors should know the brand's values and the intended audience to deliver a performance aligned with the marketing objectives. By setting these clear expectations, producers can foster a productive environment that encourages creativity and professionalism, ultimately leading to a more impactful marketing video.

Videographer

Although modern smartphones offer remarkable video quality, professional-grade cameras can elevate your production to the next level. Employing a professional videographer, with rates spanning from $25 to $400 per hour, might be a worthwhile investment. When engaging a videographer for your marketing video, you invest in expertise that simplifies the entire production process, bringing a wealth of knowledge about both the technical and creative aspects of video production, ensuring your vision is effectively translated into a compelling final product.

Videographers possess the skills to operate advanced equipment, including cameras, lighting, and sound gear. Their understanding of the latest technology means you won’t need to worry about the technical details, allowing you to focus on your message and how you want to deliver it. They can suggest innovative ideas for shots, transitions, and pacing, elevating the quality of the content and making it more engaging for your audience.

On the day of filming, a videographer will manage the logistics, including time management and equipment setup, and ensure that all aspects of the shoot run smoothly. Their experience enables them to adapt quickly to unforeseen challenges, minimizing disruptions and keeping the production timeline on track.

Working with an experienced videographer streamlines the production of a marketing video by providing expertise in planning, shooting, and editing. This partnership lets you focus on your core message while ensuring that your video is produced to the highest standards. Ultimately, this helps your brand establish trust and inspire action within your audience.

Editor

With footage in hand, the next step is editing, which can be done by almost anyone, even on a smartphone. However, selecting the best shots to convey your message effectively requires a keen eye. A professional editor, whose rates vary from $60 to $175 per hour, will transform your raw footage by stitching together footage, enhancing audio, and incorporating graphics or animations. Their editing software proficiency means you can expect a polished final product that meets professional standards. This also includes color correction and sound design, essential for creating a visually appealing and cohesive video.

Distribution

Once the video is complete, distributing it is straightforward, but choosing the right platform to reach your audience is key. While YouTube reigns as the second-largest search engine globally, it may not always be the best fit for your target demographic. Depending on your audience’s habits, platforms like Instagram, Facebook, or X (formerly Twitter) may yield better engagement.

Boosting a video on social media can significantly enhance its visibility and reach, allowing brands to connect with a broader audience. By investing in promotion, businesses can target specific demographics, ensuring that the content reaches individuals most likely to engage with it. This targeted approach increases the likelihood of views and interactions but also aids in building brand trust and credibility. Moreover, boosted videos often benefit from improved placement within users' feeds, leading to higher engagement rates and the potential for viral sharing. Promoting a video is a strategic move that can amplify a brand's message and drive desired actions, such as website visits or conversions.

When crafted strategically, video marketing can be a powerful tool to extend your brand's reach and foster deeper engagement. By understanding the intricate cost components, you’ll be better equipped to make informed decisions and allocate your budget effectively. Consider scheduling a free consultation to explore how a 5-minute marketing video can be tailored to your business’s unique needs and objectives.

How Do You Create A Video Marketing Strategy?

Research shows that people spend a third of their time-consuming video content, so it’s safe to say that video should be an essential component of a good marketing strategy. Using video in your marketing mix can potentially reach a large number of people in a short amount of time. But keep in mind there is more to video marketing than just posting a video on YouTube. It’s about creating helpful video marketing tools that will not only catch people’s attention but keep it.

Set Your Marketing Goals

Video is an effective way to achieve many marketing goals, but the key is to get focused. Before you start, you should be clear about your marketing goals. Are you trying to build awareness for your brand? Increase engagement with your viewers to get more feedback on your products? Once you are honed in on a specific purpose, you can begin to build a robust video content production schedule instead of creating videos just for the sake of having videos.

Identify Your Target Audience

Your products or services are probably not for everyone. If you’re not keenly aware of this, you’ll end up trying to create videos for everyone, which will end up being watched by no one. Make it easy on yourself; only create videos for your specific customer. It’s also a good idea to know where your audience hangs out on the internet. Is it Instagram, TikTok, or just YouTube? It makes a huge difference, as their heads will be in different places depending on where they are when they come in contact with your video content. Keep in mind there are various reasons people go to Snapchat vs. Facebook, and your videos should respect the context of the platform.

Create a Video Budget

In relation to sales revenue, a marketing budget on average can run as low as 2% or as high as 12%. If your budget is tight, it can be stressful to decide how much of that is appropriate for video creation, but it doesn’t have to be. It is possible to maintain a realistic budget while also getting the video (or videos) you need. My recommendation if you are getting into video for the first time is to work backward. Take a look at the products or services you make the most profit on and start there. Suppose you can increase the sales of those bread and butter items via a successful video marketing campaign. In that case, it’s possible to scale your video production to cover the products or services that are not yet big sellers. 

Optimize Your Videos 

Search Engine Optimization (SEO) is when a website is optimized for visibility on search engines like Google. It’s the same principle with YouTube. The information you list on your videos’ description is indexed and sorted via an algorithm that determines what order your videos appear in a user's search. Properly optimizing your video’s description using the tools available in YouTube Studio can help your video content become more accessible for visitors to find.

Measure Performance and Adjust

This is a step that is easy for creators to overlook when first getting started with video. It’s exciting to finally upload your new video project, but the truth is once you post a video, you’re not done. In fact, you’re just getting started. It’s crucial to look at your videos’ performance to determine what’s working and what isn’t. Of course, the view count is important, but there are other metrics to keep in mind when measuring your videos’ success. Your video’s click-through rate (CTR) will tell you if your title or thumbnail is enticing enough to get viewers to engage with your video. Audience retention shows you if people are watching to the end, skipping through, or exactly when they are losing interest in your content.

Navigating the complexities of creating a video can be a challenge, but working with an experienced video creator and strategist can help you get the most out of your video production investment. If you have questions about getting started with video or are already producing videos and are not satisfied with the results, contact us and schedule a free no-obligation consultation about your video goals.

How Effective Is Video Marketing?

Scientifically it has been proven that information is accepted much easier visually than through any other method.  So, it’s no surprise how effective video content can be for marketing your business. Over 70% of all marketers confirm that videos are more effective at converting customers than any other form of online marketing.

Having a YouTube channel where you talk about your products or services will allow you to connect with your target demographic much more intimately. Allowing your business to grow a following and eventually reach more people. 

I have been in the video content creation space for quite some time now. I’ve had the privilege of helping small business owners develop strategies and produce valuable content. I’ve seen marketing videos build a brand effectively when they can convey helpful, clear, consistent messages.

How Video Marketing Can Boost A Small Business

Small businesses are usually reluctant to invest in the start-up costs associated with creating video content. Big companies build their brands through flashy advertisements, spending millions of dollars on a single campaign. Why? Because video outperforms every other medium! 

While you may not be able to afford elaborate ad campaigns, creating solid video marketing content is a lot more affordable than you may think. The truth is, you can’t afford not to do it. The demand for video content grows every day, and the businesses that commit to creating that content now will be way ahead of their competition. Even if you choose to do it on your own, the cost to get started is nothing compared to what ad agencies would cost. 

Besides, there are ways to create video content that serves multiple business objectives.

Often, a small business’ customer service or support team may only consist of one or two people or may not exist at all. Video content is a solution here. 

If you create tutorial-type videos, they can serve as your customer service by teaching the public about your product. People can post problems or questions about the product online. You can make a video providing answers and solutions. You establish your business’ expertise while creating video marketing content to publish on your YouTube channel. These types of video can go a lot further to build trust than a TV advertisement; besides, who’s even watching television nowadays?

Should Small Businesses Have a YouTube Channel?

At face value, it may not be as obvious how much marketing potential YouTube has. A massive portion of the internet population is on YouTube right now. Every month, over one billion people on the planet spend time there. As a search engine, YouTube holds the second position right below Google, which happens to own it, by the way.  

There are countless examples of small businesses finding recognition and success with only a YouTube channel and a website. They didn’t have a brick-and-mortar store or large staff. Adding value to their customers and maybe entertaining them in the process was the only thing they had.

Marketing videos on YouTube would help rank better with Google search results. Existing on Google’s first page is essential for any business to be a success.   

Having a YouTube channel can also increase your website’s authority. Authority means which website seems more trustworthy to Google on a specific topic. Increased authority means more appearance in search results. 

When you put links to your website in your YouTube video descriptions, it’s considered a backlink. When Google sees backlinks from reputable domains, it believes your site holds some level of authority on the topic. Of course, you need to have a properly built website that is SEO friendly but in place but in practice creating helpful video marketing content should drive organic traffic to your site.

Get Help Creating Video Marketing Content

Creating video content might seem easy. Just open your phone’s camera and start recording. That definitely can be part of the equation, but to develop effective high-level video content, you’re going to need to invest time and resources. 

I realize the frustration of small business owners who don’t have a large company’s resources. They are already under a lot of pressure, with plenty of fires to put out daily. Making creative content is no part-time job, and adding video content to the mix complicates things even further. No one should expect you to pick up a camera, start recording and expect a great video.

 If you’re serious about getting started with video content creation, take advantage of a free 30-minute consultation. And remember, half-hearted video marketing will only waste your time and add frustration to your already crowded plate. Worse, it’ll be a bad reflection on your business . . . to the few people who see it anyway.

First Steps Of A Good YouTube Strategy

If you're an entrepreneur, you probably want more people to know about your business. Marketing can be pretty expensive, with many moving parts to track. Believe it or not, YouTube is an excellent way to bring awareness to products and services. With the right content and strategy, you can reach a ton of people on YouTube and build a loyal audience in the process.

Success on YouTube is about identifying and building your network while you pursue your dreams. But before you start uploading on your channel, you need good video content and a strategy to create an audience.

Creating A YouTube Strategy

With over 500 hours of video posted every minute, there's a lot of competition waiting for you on YouTube, so you'll need a solid strategy.

Below you'll find the first steps towards building a YouTube marketing strategy to help you optimize your channel, increase subscriptions, and expand your reach.

Identify Your Niche

First, determine who your target audience is. Take some time to study YouTube demographics if you're just getting started on YouTube.

If you're a small business owner, you already know that your video content should focus on your product or service. You'll need to plan out the video content related to your business. For example, suppose you own a coffee shop. In that case, you could create a series of videos educating your customers about beans from various regions and how the growing location affects the taste of a cup of coffee.

Keep in mind that if your targeted audience is young, you'll need to adjust your edits accordingly. Studies show that Gen Z viewers are more prone to seek out short-form content.

Name Your Channel

Your YouTube channel's name can be anything from a person's first and last name (Casey Neistat) to descriptive names representing a channel's general topic (Khan Academy).

Of course, as you are creating that channel to promote your business, you can simply use its name. But you can always start the channel with your name or any other name and then promote your business later on. But, if the sole purpose of the channel is to promote the brand over personality, using your brand's name would be ideal.

Optimize Your Videos

At its core, just like Google, YouTube is a search engine for videos. Videos are ranked by titles, keywords, descriptions, and other characteristics. You need everything set up in your favor to take advantage of their algorithm, so you show up in their recommended videos which account for 70% of what consumers view on the platform.

Optimize your videos for the best chance of appearing in search results and receiving more views. Here are some SEO must-haves to get you started:

Write A Compelling Title

The title is one of the most critical factors in YouTube's algorithm, which viewers consider when clicking on your video.

In YouTube Analytics, you can go to Traffic Sources and see what words people use to reach your channel. It would help if you also took advantage of Google Trends and the Keyword Planner tool in Google Ads. Check to see if you can include any of these prominent search terms in your title.

Create Unique Thumbnails

When it comes to thumbnails, 90% of the best-performing videos on YouTube have one thing in common: they're all customized. Thumbnails are the first thing people see even before reading the title.

Your thumbnail is more likely to stand out if it has unique and creative. Always make sure that the image and title are in sync, don't try to game the system with a clickbait image. Tease enough of the subject of your video to create curiosity. The goal is to entice viewers to click through to your video over the competition. 

Write A Keyword Rich Description

Take advantage of your 5,000-character limit, but provide a quick summary of your video topic in the first few lines of your description. Write in a natural-sounding manner, and be sure to add links to your website and social media accounts.  

If you create a "table of contents" with timestamps, viewers will be able to skip to specific areas of your video.

Create Quality Content

This should be an obvious one, but I have seen some businesses create videos for the sake of making videos. In the long run, they'd have been better off having no videos rather than having the wrong videos. The better your content is, the more people will click through and watch till the end. They may even share your content or subscribe to your channel. 

You'll eventually want to invest in some decent equipment, but don't get bogged down by the gear. The fact is the phone in your pocket can probably shoot some really good-looking video. If you can, though, invest in some audio tech, like a decent microphone. Audio is 50% of video, and poor audio can significantly lower the quality of video content.

Remind Viewers 

There's a reason why most YouTube videos end with "like, share, and subscribe." It's effective and doesn't hurt to ask your viewers to support your growth. People occasionally require a gentle reminder.

Final Words

I realize that all of this could be overwhelming for someone who has never attempted video content creation. But take heart; it is possible. YouTube is full of people just like you who have figured it out. However, if you need guidance around content creation or hands-on assistance creating and maintaining a successful YouTube channel, I'm here to help.

I have been active in marketing for years with extensive experience creating video content for businesses, and I look forward to helping you create a successful YouTube channel. Schedule a free consultation today so we can get started.

How To Use Video For Business

What does it mean to use video for business? You’ve heard that your business needs to invest in video, and on the surface, you can’t disagree. Most business owners and marketers who have yet to take the plunge into video struggle with the same issue. Getting started.

It can be overwhelming when you Google certain terms around creating video, from the initial range of cameras and other video equipment available on the market today to the different production companies trying to convince you that it’s just too hard to get started and you should just pay them to do it for you. It’s understandable how year after year, those who said this is the year for video find a way to put it off once again. 

Types Of Videos For Business

This is by no means an exhaustive list, but can hopefully serve as a practical springboard for the types of videos your organization should be creating. 

Demo Videos - This type of video showcases your product’s features or the service benefits that set you apart from your competition. 

Brand Videos - Speaks to the character and tone of your business and highlights the culture surrounding your product or service and mission statement.

Event Videos - Promote or feature a company-sponsored event or outreach, one that benefits your community and, when distributed on social channels correctly, can increase engagement. 

Expert Interview Video - Show off the human capital at your organization and let their expertise educate your future customers. 

Educational or How-To Videos - This can be a great asset for your service teams or could potentially serve as an introduction to your products. 

Explainer Videos - Important as part of driving awareness of your product or service, can be a great first step in the customer buying journey.

Case Study and Customer Testimonial Videos - Let your customers tell the world how awesome you are. An awesome customer support experience told from their perspective can do wonders in fostering trust in your organization. This can also be a great tool for salespeople.  

Use Video For Your Business’ Existing Marketing  

When planning out your video projects, keep in mind that your audience could be anywhere in the sales journey spectrum. The video content your business uses should complement your traditional marketing, meaning these goals should serve as guidelines when developing your video strategy. 

Video Creates Awareness: Here, a challenge or opportunity is defined and the viewer realizes they have a problem. Videos in this stage should attract users and introduce your brand to a new audience.

Video Fuels Consideration: The viewer is now considering how he or she will solve the problem they’re faced with. They’re researching, asking for recommendations, watching product reviews, and trying to find cost-effective solutions.

Video Drives Decision: The solution has almost been found and you want to remain top of mind. Present your prospect with proof of customer satisfaction and prove why your product or service should be chosen over your competition.

Video can be a powerful marketing tool when executed correctly, and it doesn’t have to be overly complicated. However as with any business endeavor, be mindful of your budget, timeline, production process, and the metrics you’ll be looking at to make decisions about your video marketing efforts. Need help getting started? Contact me today and let’s talk about your video content goals and how they fit into your current business strategy.

Developing A Video Marketing Strategy

When the Covid-19 pandemic hit, many businesses that had already invested in video had a much easier time adjusting to the new realities. They were able to make adjustments to their video marketing strategy and create content where it was needed most. Video is the perfect medium for educating, updating communities, and keeping customers engaged. Now more than ever, many activities that were once done in person are now done online.

As a marketer or a business owner of any size, whether it was the global impact of a pandemic or it was marketing goal that had been put on the back burner, you probably came to the realization that a video is no longer an option but rather a requirement. However, it is just as important to realize without a video marketing strategy behind this medium, a video in and of itself can fall flat.

A Video Marketing Strategy Sells

Now, it’s no secret that video is a proven seller; that’s why should take center stage in your overall marketing plan. Landing pages with a video increase conversion rates by over 80%, and the word video in the subject line of an email drive click-through rates up by 65%. In fact, according to real estate studies, home listing with a video gets viewed four times more than homes without and therefore sells much quicker.

Of course, the nuts and bolts of a video marketing strategy will vary depending on the organization. Budget restrictions may limit a marketer from creating the content in-house with limited resources. That’s ok, don’t let that stop you from starting the journey and experimenting with the creation process. I’ve seen marketing videos shot on an iPhone that was many times more engaging than videos shot on the latest and greatest gear. Remember, you are supposed to be the expert in your field. If you are able to convey the information you need to in a video, it doesn’t matter if the video was shot with a budget of $5 or $50,000. Once you decide to create content regularly and with purpose, you’ve already won half of the battle.

Marketing Strategy Research

If you’ve made that decision, here’s where the research begins. Who is your product or service for, and where do they hang out? Is it an older demographic that hangs out on Facebook or a younger mobile viewer who’s glued to TikTok? Your intended audience will not only affect the tone of your projects but there are nuances within the platforms you should be aware of that are tied to the video optimization processes as well.

Once you’ve determined your audience and where they spend time, what should the purpose of your video be? Are you bringing awareness to someone who has never heard of your brand? Are your nurturing consideration through education and engagement? Is the goal to drive customers to make a decision? If so, do you know where they are in your sales funnel? What I have just mentioned could realistically be 3 to 5 separate video series focused on just one product or service.

Find A Video Strategy Partner

A key is to identify someone in your organization who believes in the power of a video marketing strategy as much as you do. I was very fortunate early in my career to work with a who was willing to take risks. We shot no-budget videos for the company we worked for when YouTube was in its very early days. Those videos were fun creating and we learned A LOT from our mistakes. Two of the videos we made were directly responsible for winning some of the largest clients the company ever had and resulted in open doors for us to replicate our efforts with other businesses. Those no/low budget experiences shaped both my video career and my belief in the medium.

When video is working in concert with traditional marketing it can be a powerful combination. If you need a video partner or just a fresh set of eyes on your current efforts please reach out. I’d love to discuss your video marketing goals and see how I may be of help to you.

YouTube Video Content: Get Your Business Started Quickly

Today the ability to create videos and distribute them at scale is truly a marvel of modern technology. The quality of cameras available on most cell phones only gets better each year, and the convenience of editing video on the very device it was shot is a reality that many of us tend to take for granted. So why is it that so many of us struggle to get started with YouTube video content? Whether your business is new or has been around for generations, the answer is easier than you probably realize.

ROI For YouTube Video Content 

For most entrepreneurs and marketers working in the small business arena, the concern usually surrounds limited resources. Will content creation provide a return on investment needed to justify expending the precious energy, time, and money to make it worthwhile? I can attest that I’ve personally seen businesses get huge results when they take producing YouTube video content seriously. The good news is it doesn’t take as many resources to get started as you may think.

Video Content Strategies

The first strategy I will usually suggest to clients for getting with video or content creation, in general, is to make a list of their most commonly asked questions. Sometimes it’s as easy as looking at the FAQ page on the business’s website if they have one. Think of all the inquiries you may be tired of answering. It’s straightforward to map out a series of videos based on these topics, and you know the videos will be watched over time. The video links themselves can be a great resource for salespeople, service, or any department that is customer-facing.

Another option to figure out what your audience wants to watch is to simply borrow from your competitors. What are others in your industry doing? Is there a way you can do it better? Figure out which of their videos get the most views and engagement, and then make your version.

Some of the safest bets on YouTube are product reviews, how-to videos, and best-of lists. These are a good option even if you don’t have a large catalog of products but if you do it’s a great option. Just be sure to group everything into playlists so it’s easier for viewers to search them out. The “how-to” genre tends to perform well and is an amazing way to showcase products or services while showing authority in your industry.

YouTube Likes Consistency

Before you get started, it’s important to remember to publish your YouTube content regularly as possible; this requires you to plan out your content calendar in advance and stick to the schedule. The more you follow your calendar, you’ll start to see results, as the YouTube algorithms seem to reward consistency. Finally, and most importantly, make sure to optimize your channel and uploads so your video content can be easily found by people researching your topics.

If you’re still not sure how to start creating video content for your type of business, would like an honest evaluation of your YouTube channel, or maybe have questions about successfully running video ads, contact me today. I’m available for consultations, training or can handle the entire video creation process from start to finish.

How to Optimize Your Video’s Searchability

As the number two search engine in the world, YouTube enjoys a spot second only to Google itself, which it conveniently happens to own. How you optimize your video’s searchability is the difference between if it ever gets seen or not. If you’re producing any video that will live there, it’s important to know how to set it up for success by covering the basics of YouTube SEO. Since Google owns YouTube, its results show up in 70% of the top 100 Google, often listed before a traditional blog post or website.

Video Searchability

The average American spends around six hours every day watching videos on the internet; what exactly will make any of them watch yours? Every second, people search for products or solutions to problems solved via Google; they do the same on YouTube. And with over 500 hours of videos uploaded every minute, the brutal truth is that your video has about the same chance of going viral as you do of winning the lottery.

Try it for yourself; look up any product or “how-to” on Google, and you’ll almost always get something from YouTube on the first page. But how do those video results get there?

Video SEO Basics

When people search for a product or subject, they want to know what your video is about from the get. Always remember that you’re creating content for people, not search engines, but you should always be mindful of YouTube SEO when you’re planning your videos. Here are some of the basics of optimizing your YouTube content:

Titles and Description: Include target keywords in your titles and descriptions, and make sure it’s engaging. You can use a tool like this to help you find keyword ideas. YouTube video titles should be somewhere between 40 and 70 characters.

Engagement: YouTube is technically a social media platform, so engagement (likes, comments, views) helps to determine a video’s ranking in search results. Be sure to “like” and respond to comments on videos. If you already have videos uploaded to YouTube, take a look at your analytics in the YouTube Studio. There you’ll get detailed info about your audience’s demographics, location, and watch time.

Categories: Categories like “Automotive,” “How to, and style” help YouTube get a better sense of who may want to watch your video.

Tags: You can also add tags to your videos to give YouTube extra context about your video content. They let you use a lot so add as many as you can think of; just make sure they’re relevant to the subject you’re covering.

Mention Keywords In Your Video: Believe it or not, just saying your target keywords in your video can also help YouTube understand what your video is about.

Thumbnails: Customize your video’s thumbnails. Be sure to use a font and style that is consistent with your brand. It should be easily recognizable to your audience and give them a compelling reason to watch your content.

Playlists: The more content you create, the harder it becomes for people to navigate your channel. Creating playlists helps to organize your videos and YouTube treats it as though you created another set of searchable content.

The ability to create videos has never been easier from both a financial and time-consuming perspective. Be sure you have a plan to optimize your video’s searchability once your content is posted online. If you need help navigating all this, or you’d like an audit of your YouTube channel, contact me, and let’s discuss what’s involved in taking your content to the next level.

How Do I Market My Video On Social Media?

First off, I’m assuming you have a video. A video that is well thought out and properly shot and edited. If you do, then congratulations! You made a video - so now what? Before you ask all your friends and followers to share your video content, here are a few facts you should be aware of. The number one search engine in the world is Google, of course; everyone knows that. Number two is YouTube, which Google happens to own. Every 60 seconds, over 500 hours of video are uploaded to the site alone. Data shows the average American spends around six hours every day watching videos on the internet. What exactly will make any of them watch yours? How you market a video on social media and, more importantly, how you optimize your video’s searchability may be the difference between if it ever gets seen or not.

Market A Video On Social Media With Ads

Here’s the brutal truth: your video has about the same chance of going viral as you do of winning the lottery. For most businesses, marketing in general on social media has become a pay-to-play game. Although the option of paying to market a video on social media exists for every social site, I’ll just stick to YouTube for now. Here are a few possible video ad formats you could get started with.

Bumper Ads: These are the six-second videos that must be watched before you can watch the video you actually came for. Yes, six seconds is the maximum length, and it goes really quickly.

Skippable and Non-Skippable Video Ads: These ads can show up before, during, or after a video. The skippable ads can be skipped after five seconds, but for the non-skippable ones, you have to watch till the end before you can see the video you came for or happened to already watch.

The key to using these video ad options is always to be the context in which they appear. If you are watching a cat video and an ad for a first-person shooter pops up, it’s probably going to get skipped. The subjects, videos, or channels you use as your target audience will determine whether they are more likely to skip your video or watch to the end and take action. 

Market Your Video With Email 

If your business has an email list, consider adding video to your email marketing campaigns. By just adding the word “video” in your email subject line, you can, on average, boost open rates by up to 19% and click-through rates by 65%. 

Share In Social Media Groups 

If you’re a business or marketer for your organization, you should be actively engaging in online communities. When you produce video content, you should be prepared to share it when relevant. If you’re in a LinkedIn or Facebook group centered around the industry or cause, it would be a good idea to post your video content as long as it would be helpful to the members. Also, keep in mind that most groups discourage self-serving “marketing” of any kind as a condition of membership, so sharing something that is obviously promoting your business would probably be considered bad taste. Remember that context is everything, if you’re part of a group that is for car enthusiasts, you wouldn't share a video about how to upgrade your computer’s RAM. Some in the group may find it interesting, but most members aren’t there for that type of video content.

Maybe you have a dormant YouTube channel, or perhaps you’re unsure where to start. Don’t worry, content creation and marketing a video on social media doesn’t have to be a painful experience. Contact me today and schedule a free no-obligation consultation, and get started with video tomorrow.