On the surface, the how of video marketing is pretty simple: Your brand creates videos that, in some way or another, promote your company, drive sales, raise awareness of your products or services, or engage your customers. In practice, it’s a little more complicated. Like many of your marketing efforts, video marketing is data driven, so you’ll want to monitor various metrics and track customer engagement.
Not only do subtitles and closed captions help viewers, but they also help optimize your video for search by giving you another opportunity to highlight important keywords. You can add subtitles or closed captions by uploading a supported text transcript or timed subtitles file. You can also provide a full transcript of the video and have YouTube time the subtitles automatically, type the subtitles or translation as you watch the video, or hire a professional to translate or transcribe your video.
However, consistency doesn’t end with how often you post videos—you also have to be consistent with their quality. If you start off posting well-produced, thoughtful videos, and soon begin to post poorly filmed and written content, you’re going to see a drop in your following. When you post your first video, make sure subsequent videos maintain, if not improve, the initial quality. In order to build a following and see results, you absolutely must be consistent.
John Lincoln (MBA) is CEO of Ignite Visibility (a 2017, 2018 & 2019 Inc. 5000 company) a highly sought-after digital marketing strategist, industry speaker and author of two books, "The Forecaster Method" and "Digital Influencer." Over the course of his career, Lincoln has worked with over 1,000 online businesses ranging from small startups to amazing clients such as Office Depot, Tony Robbins, Morgan Stanley, Fox, USA Today, COX and The Knot World Wide.
Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.
What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what's called deep depth of field and are able to maintain focus across a larger portion of your frame.
With the basic profile complete, it’s time to add a few finishing touches! Before we move on, it’s important to get one thing straight — you can customize the way your YouTube channel looks to subscribers and unsubscribed visitors. This means that unsubscribed viewers would see different featured content than dedicated, subscribed viewers. Pretty cool, right?
Thankfully, cards and end screens are as easy to add as annotations. Cards are small, rectangular notifications that appear in the top right-hand corner of both desktop and mobile screens. You can include up to five cards per video, but if you’re including multiple cards, be sure to space them out evenly to give viewers time to take the desired action.
Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.
Are you creating videos around a few specific themes? Playlists might be the perfect tool for you! Playlists allow you to curate a collection of videos from both your channel and other channels. Not only do playlists help to organize your channel and encourage viewers to continue watching similar content, but they also show up separately in search results. Creating playlists provides you with more discoverable content.
With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarctica or meeting a hammerhead shark. Virtual reality (VR) allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.
Now that you've attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer's problem, whether that's before the form on a landing page or as the offer itself. Overall, the goal of this kind of video is to educate and excite.
Next, consider your audience and the overall mood for your production. Are you targeting a small audience that will appreciate the newest, underground hip-hop track, or do you need something that will appeal to many demographics? Are you creating a practical product tutorial or an upbeat event recap? Be sure to choose music that enhances the overall tone of your video.
The part in italics is what will show as the title on YouTube. You see that I leave a cliffhanger that will make people want to click. I also put in the keywords search engine optimization and SEO in there to make it clear what the video is about. I’d then put the Google logo in the thumbnail to catch the eye and make sure people know it’s about Google SEO.
While there’s a common misconception that YouTubers attract only the millennial audience, thousands of popular content creators geared towards older individuals would disagree. There are YouTube stars for every interest—while the stereotypical YouTuber vlogs about beauty, video gaming or fashion, many of them make videos about home organization, parenting, car repair and everything else that could interest a consumer.
YouTube is a massive site, so it’s easy to quickly blow your ad budget, especially if you choose high-volume targeting options. Unless you’re working with a big budget to start with, set your budget low enough to ensure you don’t spend too much on a single keyword target. You can always raise your budget after you’ve had a chance to optimize your campaign and know which keywords offer the best ROI.
Incorporate humor and emotion – It might surprise you, but videos that are downright funny can help with ad recall and brand awareness. Humans are designed to remember an encounter that sparks an emotional reaction, whether that’s fear, enjoyment, or humor. It makes sense—think about some ads that stick out to you: talking animals, laughing babies, epic travel ads, and other simple videos that might seem innocent enough, but are really doing an incredible job of capturing and retaining the attention of their audience.
In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.
Plus, the money you’ll make as a result of these monetization options isn’t exactly going to be sending you into early retirement. You might make something like $1 per 1,000 views, and you can’t even get paid until you hit the $100 mark. For most businesses, this takes ages. Many find that it’s not worth the risk of losing viewers for pennies of potential profit.
Before launching any marketing campaign, it's important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It's crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.