Category Archives: Video

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5 Types of Video That Improves Marketing Content

5 Types of Video That Improves Marketing Content written by John Jantsch read more at Duct Tape Marketing

Video content is a hot topic in marketing circles. We’ve been seeing studies for years now that video is the way people want to consume content. Search engines continue to reward businesses with video on their homepage with additional traffic. So if you haven’t yet embraced video, now is the time to start.

Oftentimes when people think of video marketing, they think of social media content. While there’s certainly a great case to be made for using video on social platforms (and lots of ways to do it!), incorporating video across other marketing channels is just as essential.

Here, let’s take a look at the five types of video content that can be added to any business’s marketing system. This will allow you to tell your brand story in a dynamic, engaging way.

1. Brand Story

Every brand has a story. Lots of entrepreneurs have fascinating tales of how they got the idea to start their business and the journey that they went on to get that business off the ground. But when we talk about core story, it’s not about where the brand has been, it’s really more about the customer’s story.

Every brand has a problem that they solve for their customers. It’s their own unique approach to solving the issue. This is what attracts customers to the business in the first place and keeps them coming back time and again.

Creating a video that tells your core story is a great way to establish trust immediately with prospects. A strong core story outlines a prospect’s problem, paints a picture of a world where the problem has been solved, and then offers up your business as the solution to the issue.

Putting a video like this front-and-center on your website sets you up for success with prospects. Not only do prospects feel seen and heard by what they’re seeing in the video—this is a brand that really gets my problem!—they also have a sense of connection with the people behind the brand.

When the business owner gets on camera and talks directly to their prospects about how they address their big concern, this wins their trust and builds a human-to-human connection from the get-go.

2. Service or Product Videos

You have gotten the attention of a prospect with your core story. Next, your prospect might want to learn more about the specifics of how your business can solve their problems. That’s where product or service videos come in.

It doesn’t matter what kind of business you run. A video showcasing your offerings can help to dynamically demonstrate all the pros of purchasing your product or service.

For more complicated products, like a new software system or a tool or machinery that requires some set-up, product videos can help eliminate some of the fear that a prospect might feel about purchasing a complex product. When they see how easy it is to set up and use in the video, they’ll feel more confident in their ability to do it on their own.

The same is true of videos that feature services. Let’s say you are a car mechanic. People are often distrustful of car mechanics, thinking they’re able to rip people off because most of us don’t understand how a car actually works. A service video, where the mechanic walks viewers through the standard inspection process and points out potential red flags along the way can help to eliminate prospects’ fears that they’re a scam-artist mechanic.

Even for simple products, video can help to bring the item to life. A product video for a children’s construction toy that shows the features of the completed model might sell a parent on the purchase. Or a video on a clothing e-commerce site, showing a model walking back and forth in items of clothing can give viewers a sense of how the shirt or pants look and move on a real person.

3. Client Testimonials

Testimonials, reviews, and case studies all play a similar role in the lead nurturing process. They offer social proof that your business is as good as you say it is. Of course, you have a vested interest in selling your business as the best business out there in your field. That is your job when you have your marketing hat on, after all! But customers don’t owe a business anything. Glowing feedback from customers demonstrates to prospects that the hype is real; you are as good as you claim to be.

Written reviews and testimonials are great, but videos can help to elevate that connection. By showing prospects an existing happy customer, you give them a taste of what their life could be like if they hired you. If you’re looking for tips on how to get the most out of your interview with one of your happy customers, check out these steps for putting together an effective case study.

4. Frequently Asked Questions

Let’s face it, scrolling through dozens of questions in a standard FAQ page is boring. Why not create the most engaging FAQ page possible by incorporating video answers onto the page?

This is also a great opportunity to get a number of people from the company involved in the video creation process. Have someone from each department get in front of the camera. They can each record a handful of answers to the FAQs that are most relevant to their role at the company.

First, this is a fun activity for the team members who participate. Additionally, it provides you with the opportunity to introduce prospects to even more of the faces behind the business. And the greater the sense of familiarity and personal connection you can establish early on, the more you will stand out in terms of trust and likability.

5. Personalized Sales Videos

Once you have won prospects over with great video content on your website, it’s time to take things to the next level. Encouraging your sales team to use one-to-one video in the sales process allows them to embrace personalization.

Using a tool like Loom makes it easy for even the least tech-savvy sales team in the room to record and send videos. Creating a personalized video, where they address the prospect by name and speak to their specific concerns and questions, makes that prospect feel special. They think, “If this business went through the trouble to record a video just for me, can you imagine the lengths they’ll go-to for me if I become a customer?”

Video content can play a role throughout all stages of the customer journey. Video can be critical to establishing trust, building a personal connection, and moving prospects down the hourglass towards their first purchase.

The Benefits of Including Video on Your Website

The Benefits of Including Video on Your Website written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on Including Video on Your Website

Video has become a foundational element in marketing. Why is video so important? It’s how people want to consume content. They want the ability to listen without reading, to be hands-free, and to just have the content coming at them.

There have been numerous studies demonstrating that the highest ROI for any marketing output is coming from short form video.

Types of Video You Need

There several kinds of video content you should be including on your website. Here are the categories of short form video you need.

1. What We Stand For

This video should go on the home page above the fold. It should be the first thing people see, and it should give them a sense of who you are, what you do, what you believe, and what your brand stands for.

Creating a video like this is one of the greatest trust-building activities today. So much of business happens online, but in the end, we don’t do business with a website or email address; we do business with people. An introductory video like this allows you to establish a human connection that makes your brand instantly relatable to people who land on your website.

2. Simplify Your Benefits

Video is also a great way to simplify the benefits to what you do. Sometimes reading through your products and services, particularly if you work in a complex or jargon-heavy industry, can make prospects glaze over. Video allows you to simplify difficult topics and introduce your products and services in an easily-consumable format.

3. Frequently Asked Questions

FAQ videos allow you to build trust and answer questions in a format that makes it easy for people to engage. Not only that, if you have any sites ranking for voice search, video FAQs are amazing for ranking. Videos answer the question in a simple form, and it’s something that Google really wants to see.

4. Personalized Team Bios

This also ties in with the idea of doing business with people, not some faceless business on the web. Sharing personal bio videos for salespeople, technicians, or customer service representatives allows visitors to put a face to a name (or email address) immediately. Particularly if you have a business where someone is coming out to the customer’s home to offer a service, it’s nice for customers to see a video first that gives them a sense of security and allows them to feel like the technician is a friendly face—even if they’ve never met before in real life.

How to Produce Your Videos

Producing video becomes easier each year. Access to high quality cameras and simple editing tools mean that you don’t need to be a Hollywood editor to create content that looks decent. Plus, the content and intent of the video is far more important than a high production value.

There are three basic ways to go about creating video content:

  • On your iPhone. When you use an external microphone and either a simple lighting setup or natural light, you can get great results on your phone’s camera.
  • In a studio. There are lots places that allow you to rent studio space, with access to professional lighting and video equipment, so that you can film all of your video over the course of one day for a low cost.
  • With a videographer. You can hire a videographer to come to your office and do a day of filming with you and your staff.

Video editing software is fairly easy to use, but if you don’t want to handle this on your own, it’s easy enough to find someone on a site like UpWork or Fiverr who can do basic, inexpensive editing.

You also want to transcribe your videos. Having the words close captioned on the screen is important. When someone is viewing the video on a mobile device or from their desk at work, they don’t want the sound on, disturbing those around them. That’s where captions come in; they can still get the full effect of the content without having to listen to the video.

Why Video Matters

Video keeps people on your website longer. This is not only important for the obvious fact that any visitor staying on your site longer is more likely to want to do business with you. It’s also a known SEO ranking factor. If people go to your site and stick around to watch a video that’s a few minutes long, Google notes that people are hanging around on your site, and that positively influences your ranking.

Google also owns YouTube, the largest video site in the world. They love to show video in their search results. When you optimize your videos by putting them on YouTube and embedding them in your site, you’re giving your video content a shot at ranking on Google for certain queries. If you’d prefer not to host your video content on YouTube, Wistia is another great site.

Beyond benefits with Google, video allows you to tell a story and create a connection in a way you simply can’t with the written word. Storytelling is at the crux of any good marketing effort, and video is certainly no exception.

Video Applications Beyond Your Website

Incorporating video into your website is only half of the game. There are other marketing channels that allow you to harness the power of video. Video ads can help you stand out and drive attention to your site. Video emails are a hot trend right now, and the technology here continues to improve.

Finally, you can create personalized video messages to send directly to clients and prospects. Let’s say you’re a web designer; you can share your screen and go through a prospect’s website, narrating issues you’ve identified and what changes you’d make to improve it. Not only does this give them highly personalized service, it’s quicker and easier for you to record a video than it is to type everything out in an email. We at Duct Tape Marketing like to use Loom for sending one-to-one videos.

Bonus Video Tip

Once you shoot and transcribe a video, you suddenly have a lot of content! You can use the audio from your video to include in a podcast. The written text from the transcription can be turned into one or more blog posts. Video is a great way to capture the initial content, which you can then spin out into a three-for-one deal: video, audio, and text.

Like this show? Click on over and give us a review on iTunes, please!

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The Ins and Outs of Getting The Most Out of Video

The Ins and Outs of Getting The Most Out of Video written by John Jantsch read more at Duct Tape Marketing

If you’re looking for advice on how to shoot or edit video, this is not the post for you (well, it could be, but not for that reason). If, however, you want to know why you should use video and the various ways you can use it, you’ve come to the right place.

Video today should absolutely be a part of your marketing mix and in some cases, it should be a core part of it.

Let’s dive in.

Guiding a journey

Marketing today is about guiding a journey. People are going out and conducting their own research and deciding whether or not they want to buy from companies. In many cases, companies aren’t even aware that these people are looking at them. Content can help to guide the stages of the customer journey, while also providing insight for the companies themselves. Video can be a great tool for this.

Websites today can no longer just serve as digital brochures. They must serve many roles for your business and should help you:

  • Get found online
  • Educate and inform visitors
  • Nurture visitors to a conversion

On top of all that, your website needs to build trust with your audience, and in my experience, this is where video shines. Short of a live, in-person presentation, I’m going to say video is the most important tool to do just that.

Why video?

Video is not only effective, it’s practical. Video is:

  • Portable (thank you technology)
  • Chunkable – For example, you can take a 30-minute presentation and repurpose it into numerous impactful videos.
  • Emotional – This is key for getting the attention of your audience.
  • Flexible in terms of where you can put it and the various mediums you can publish it on

What I don’t hear people talk about enough though, are the benefits of repurposing video into other forms of content rather than the other way around. You can actually get a ton of leverage out of video that will help your content generation skyrocket.

For example, what if you shot a video and then stripped the audio from it and turn it into a podcast episode? From there, you could get the transcript from it and with very little editing, turn that into a blog post or multiple posts. See how that works? If you come from a video-first standpoint, you’ll find it’s easier to create more content overall.

Benefits of using video

It’s undeniable that videos provide many benefits, but did you know that 80% of online visitors will watch a video? In fact, website visitors are 64% more likely to buy a product on an online retail site after watching a video. A few of the reason behind this include:

  • Video is engaging and easy to consume
  • It can be highly effective at influencing buying decisions
  • It’s easier to grab your audience’s attention with video than a text-based message

Where to use video

Now that I’ve mentioned some of the many benefits, let’s dive into where you can use this form of content, starting with the optimal areas of your website.

  • Homepage – An overview video is great for an introduction and helps to keep your audience on your website.
  • Product pages/How-tos – Placing videos on these pages provide full transparency for your audience and allows them to better understand what it is that you’re selling.
  • Demos – Once you get near the purchase, walking potential prospects through demos via video can really help to build their trust with you.
  • Testimonials – You want people to see positive reviews others give you, and using video testimonials is a great way to do it.
  • Contact Us page – Placing a video here is great for increasing conversions at a critical point in the customer journey.
  • FAQs – Rather than responding to questions with text, use a video!
  • Blog posts – Mix up your written posts with video posts to mix up the format and keep your audience engaged.

The value of video in social media

Perhaps the place that we see video the most these days is social media, and this is because:

  • It’s visually impactful – Videos stand out much more than a text-based post in your newsfeed
  • It’s engaging – People want to watch videos
  • It’s low-cost – Video ads are one of the most cost-effective ways to advertise

What’s great about video is that you can use them across the board. You don’t have to create new videos for social. You can repurpose the ones on your site and promote it across various platforms.

Using live video

Something I’m seeing more and more of is the use of live video (especially with Facebook Live), which is great if you use it correctly. Don’t use live video to just take footage of the sky or of you making pancakes. Use it with a purpose to make it valuable. Some of the ways I find it helpful include:

  • Training – Live video is great for internal purposes, especially for recordings if people miss the class
  • Events – Live video allows people to witness an event even if they can’t make it in person
  • Announce – Live video is great for announcements and to generate buzz

YouTube video ads

It’s nearly impossible for people to watch YouTube videos without an ad being played. When it comes to these types of ads, it’s easy to come off as annoying rather than engaging. People just want to watch their videos! But if you are engaging in this space, the rewards can be infinite. It’s a great tool for targeting and expanding your reach. To give you the best chance for success, be engaging and entertaining, and get your point across within the first 3-5 seconds of the video.

Equipment for creating videos

A decade ago, video was kind of hard to come by. Today that is not the case and it doesn’t need to be expensive. You really don’t need a lot to get something off the ground.

Basic setup

  • iPhone
  • Lav mic – Plugin to the iPhone jack
  • Tripod – For stability and more professional looking shows
  • Hosting
    • YouTube – Great for immediate uploads and search potential
    • Wistia – Good player that is:
      • Flexible
      • Easy to edit
      • Provides control of who sees it

Advanced equipment

As you can see, it doesn’t take a whole lot to get up and running to create great video content.

Editing videos

Once the footage is shot, you need to be able to edit it to what you want. Consider using the following tools to get this done:

  • iMovie (Mac) – Comes with Macs
  • Final Cut Pro (PC)
  • YouTube
  • Animoto

Final tips

Last but not least, consider these recommendations to get an ideal final product:

  • Pay attention to the sound. If the quality is poor, you’ll risk losing your audience.
  • Keep videos short to stay in line with the average consumer’s attention span.
  • Get to the main point early on in the video in case your audience drops off further in.

The most important point I want to drive home is at the core of every great video is a strategy. Before you do anything, identify the objective of the video and the action you’d like your audience to take by watching it. Knowing the “why” is invaluable.

So there you have it! What tips would you add to this post?

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