Businesses need video marketing in their arsenal and key to this is developing a strong video marketing strategy.
This idea isn’t new but what has significantly changed over the past couple of years is how important video has become on every platform and channel. It’s no longer just one piece of your overall plan. Video needs to play a central role in your outreach and campaign efforts.
Let’s be honest; video is here, and it’s here to stay. Facebook itself has predicted that the platform will be all video in less than five years. And while it’s still important to maintain a focus on optimizing your content for Google, you’re seriously missing out if you’re not considering how to get found on the world’s second largest search engine — YouTube.
Video has been an important part of digital marketing for a number of years now, but it’s amazing how much it has changed and evolved over the last 2-3 years. From basic animations and “talking-head” videos to new live streaming and social media formats, there are so many ways to embrace video within your digital marketing strategy.
So, what does video marketing look like in 2018 and beyond? And what is the best way to approach your video marketing strategy in 2018 and beyond?
Take a look at these stats:
81% of companies use video for marketing purposes in 2018, compared to 63% in 2017.
The average person watches 1.5 hours of video each day.
81% of individuals have purchased a product or service after watching a video
76% of marketers say video has helped their company increase sales.
Marketers rate Snapchat the least effective video marketing platform, while LinkedIn is rated the most successful (even though only 38% of marketers are using it).
It is obvious from these stats that video marketing is here to stay so the next question you should be asking is:
How Can You Use Video in Your Marketing Strategy And What Types Of Video Should You Be Creating?
Now that you know how important video is to the sales process, let’s look at how you can incorporate video into your marketing strategy for the foreseeable future.
Here are some of the best ways of using video and the best types to use to maximize effectiveness.
Live Video (Live Streaming)
Live video rightly deserves to be at the top of this list as it continues to grow in popularity, and we believe this new trend is here to stay. For brands, live videos offer the following advantages:
Attractive to users, promotes authenticity
Economical, don’t require investment in production or editing. Once the broadcast it over, it stays on the platform for promotion purposes
Increases views & quality of views because live video is on popular platforms, and its time-sensitive nature attracts a curious audience
The sheer level of engagement is astronomical and worth the effort to get on camera as soon as you can.
Vertical & Square-Shaped Videos
Video formats are always changing, affecting all aspects of design and production. While videos used to be all done in landscape mode, the advances in phone and tablet technology have changed the way we think. More brands are creating vertical videos from the start and the focus is definitely shifting to “mobile-first” or “mobile-friendly.” However, the more popular solution at the moment is square videos. This format occupies 78% more space in the Facebook News section, leading to more engagement.
But with the emergence of Instagram Stories and Instagram TV (IGTV), there is an increasing requirement to start producing more vertical videos.
Basically, mobile is growing and you need to think “mobile” when producing any type of video content, especially for the social media networks.
Product and services videos can be a powerful tool, but videos are flexible enough to have many other uses, such as e-learning. Such training can be used to monetize your videos and help you transmit information to customers or prospects in a clear, visual way.
Many information products used to be simple pdf type reports or eBooks, but video training is becoming increasingly popular as most people prefer to watch rather than read.
These can be simple PowerPoint/Keynote presentation style videos, talking head videos or screen capture videos.
You can even use videos for in-house training for employees or integrate training and marketing by offering up a valuable video to users who submit their contact information. There are countless uses for video limited only by your imagination.
Using paid media can be a big jump for solo entrepreneurs and small business with a limited budget.
But the rewards can be huge.
Done correctly, paid and sponsored videos can be highly profitable on social platforms such as Facebook and YouTube. You can even partner with YouTubers and other influencers to boost your content.
To maximize ROI, carefully measure your results and make edits when necessary. Tracking and testing is critical to your success with paid media, so get tracking in place BEFORE you start paying for advertising.
360 Degree Videos
360-degree videos are becoming increasingly popular as a way to show destinations, experiences and products in an interesting way. On top of that, case studies conducted by Magnifyre and Google suggest that people engage more with 360-degree videos.
Many modern mobile devices allow you to capture 360-degree videos so give them a shot.
Showcase how your product works — whether that’s taking viewers on a tour of your software and its particular uses or unboxing and putting a physical product to the test.
This works great with affiliate products. You can show your viewers inside the product, outline and show the pros and cons and then make your recommendations so they can make an informed decision.
This is great for building trust IF you are honestly reviewing products with the buyer in mind and not just out for the commission; always put your prospects first.
Brand videos are typically distributed as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services.
The goal of brand videos is to build awareness around your company and attract your target audience.
Combining this with paid advertising to increase awareness about you and what you have to offer is a cheap way to increase your exposure.
Getting internal experts or thought leaders in your industry to do short interviews on camera is a great way to build trust and authority with your target audience.
Find the influencers in your industry or those with a different point of view and get these discussions in front of your audience.
It can feel a bit intimidating to approach these people, but what is the worst that can happen? They say “No!” But what if they said “Yes?!”
How-to videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.
This type of content is great for building trust and positioning you as an expert in your niche and is a very popular type of video to create.
This type of video is used to help your audience better understand why they need your product or service.
Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.
This is why these types work well in VSL’s (Video Sales Letters).
Animated/Doodle Style Videos
Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or an intangible service or product.
They are also different to many other types of video so will tend to stand out.
Many explainer videos used as VSL’s are animated or doodled in this way for this very reason although as they have become more popular, their efficacy as a sales tool depreciates.
Case Study and Customer Testimonial Videos
Your prospects want to know that your product will solve their specific problem, and one of the best ways to showcase this and build trust is by creating case study videos that feature your happy and loyal customers.
These are your best advocates. Get them on-camera describing their challenges and how your company helped them meet their goals.
Social proof is increasingly important so using these types of testimonials goes a long way.
In the same way you use other types of content (such as email campaigns) to move your audience along the buyer’s journey from awareness, to consideration, to decision, you can also do this with video.
Facebook and other platforms now allow you to build custom audiences based on behaviors, allowing you to also retarget based on the same.
This way you can target people who have watched a certain amount of your video to create highly targeted audiences that you can advertise to.
Structuring Your Videos
As far as structuring your videos is concerned, you need to think about the overall objective.
Are you just using it to increase brand awareness, or are you hoping to monetize it by reviewing/promoting either your own or affiliate products?
You also need to decide on what type of video you are going to create. Will it be a presentation style video? In that case you can use PowerPoint, Keynote or Google Slides.
Animated videos can be done quickly using tools like Explaindio
Doodle videos can be done quickly using tools like Doodly
They are both good and although Rocketium has more customization options, I prefer Content Samurai as it is really quick to create great looking videos in minutes.
Whatever your end aim, it is important to keep the script tight and concise; people’s attention spans are short, and you don’t have time to lose.
All videos should have an introduction, followed by a call-to-action.
Then you transition into the main part of the video where you are sharing the information you have promised.
Make this good content that people would be willing to pay for!
You can have calls-to-action during this part of the video if you want, but certainly when you transition into the end of your video, you definitely want another call-to-action followed by your outro; don’t overcomplicate it.
It isn’t difficult to structure a good quality video and the more you do it, the better you’ll get!
Once you have the video created, you will need to edit it, and this is where Camtasia come in. This tool is fantastic; you can add intros, outros, lower thirds, alpha animations, text boxes, quizzes and so much more, but you will need to learn how to use it effectively and you can do that here
If you do want to sex up your videos by adding logo stingers, intros/outros, lower thirds and overlays, I highly recommend checking out Viddyoze as it is an amazing application.
OK, so now you have gone through all this and decided to create your amazing video. Now you need to decide on a strategy to market it.
Now that you know what video creation and marketing looks like in 2018, here’s how you can begin to develop your strategy.
How to Build a Video Marketing Strategy
Here are 4 steps that you can use to build out a video marketing strategy for your business.
Step 1. Develop Your Perfect Customer Avatar & Their Journey
To make sure your videos connect with your customers, you need to be sure that you’re targeting the right message to the right audience.
To do so, you’ll need to take the time to find these consumer insights before creating your video.
While text can be easily rewritten, videos take a lot more resources to be re-done. It’s best to try and get them right the first time.
Make sure that your messages match your brand voice in every instance.
This is a step that many new marketers skip over, but it is incredibly important that you know who you are going to be talking to, so DON’T skip it!
Step 2. Build Goals, KPI’s And Test And Track Everything
Next, you’ll need to create measurable goals and KPIs for your video campaign. Without goals, you can’t calculate ROI and prove that your videos are working.
To learn what works well for your audience, perform some A/B tests, then determine what “good” looks like for your brand.
Constantly monitor your stats and keep testing and tweaking to ensure that your videos are optimized as much as they can be.
Step 3. Determine the Type of Video and Platform
There are many platforms where you can “host” your video, including Facebook, Snapchat, LinkedIn, YouTube, e-publications, etc.
You’ll need to research where your audience spends time and which platform is the best fit for the tone of your message; this is tightly linked to step 1!
Some content platforms are better for short-term campaign videos, while others are better for live videos. Still others (like YouTube) are best for longer videos that you want to have some staying power.
Step 4. Create Cost- Effective, Valuable Videos
Make sure that your video is easily recognizable with visual-striking branding, then tell a story that matches your goals and your brand.
Having attractive thumbnails and enticing headlines are a key factor in whether someone will click on your video if/when they find it.
You can choose to create your video in-house or work with an external agency to build them for you if you have the budget.
You will be able to create in-house videos quicker and it is easier to edit them later if required, while external videos ensure your content looks professional and appeals to your audience. In-house videos are typically more cost-effective, though they do take a fair amount of time.
Well, there you have it, video marketing as it stands in 2018 is exciting and is only going to get better and more powerful, so ensure that you are using video marketing as part of your business.
Now, if you want to learn all about video marketing, including setting up your YouTube channel correctly, optimizing your video/thumbnail etc. and all about using video ads then you really need to take a look at Video Marketing Insider (VMI) as it is an incredibly deep course and you will become a better marketer for it.
There are also a number of software’s included which are exclusive to members which can make your video marketing efforts easier and more effective.
Wherever you are in your business, you really need to be incorporating video in some way. Yes, it can be a little daunting at first, especially if you lack confidence.
But hopefully reading this has encouraged you to get started, and by using tools such as PowerPoint/Keynote/Google Slides, Content Samurai and Rocketium, you don’t need to appear on camera at all so that hurdle is easily overcome.
Video is here to stay, so grab your piece of the action today and see your marketing efforts become even more successful by leveraging the power of video.
Lead Magnet Ideas (5 Steps To Double Your Opt-in Rate And Make Some Sales In The Process)
If you’ve been around the internet and internet marketing in particular, I am sure that you’re familiar with how lead magnets usually work – you offer your website visitors a free report or some other incentive in exchange for their name and email address and joining your list. Depending on your traffic source and the relevancy and strength of your offer, your opt-in rate could be anything from almost non-existent to 30% or more.
BUT unfortunately, there’s a problem with this approach – EVERYONE and their uncle is offering some type of incentive to get people to join their lists. And because of this, visitors have become more and more cautious about giving away their email address. Think about it; when you come across a squeeze page, do you instantly fill in your details or do you take a few seconds to weigh up the benefits that the report is offering as outweighing the loss of privacy (and signing up to receive more emails/offers) that entering your email address will bring?
So, what can you do to increase and possibly even DOUBLEyour opt-in rate?
Well you need to change things up a bit and here are 5 steps to do just that:
Create a dynamite lead magnet with great information on how to do something. For example, maybe it’s a case study: “How Janis Smythe made $4,294 in 12 days using XXX technique.”
If you’re just starting out and you need a case study to use, start by using good old Google. Don’t forget to let the person know you’re doing a case study on them, if appropriate, because in this case you really should get permission first.
Or you could omit any names and fictionalize the personal details. That works, too as long as it is a legitimate case study and not made up!
Or if you can find a case study that has already been published in an article on the web, then you can use that to back up what your lead magnet is teaching (don’t forget to add a link back to the original article/case study to attribute the author if doing this).
Write an excellent squeeze page. Yes, you’re giving the report away, but you still need to entice people into wanting it. Focus on the benefits that the report will give to the reader and make it a no-brainer.
At the bottom of the page, and perhaps to the right as well, put a download button. That’s right – no opt-in form at this point, just a ‘download it now’ button.
Split your report into two sections. The first section is the introduction and overview. What they’ll need to do this, how much money they can make and the success they can have, and so forth. Don’t make direct promises, of course. Make sure that you follow FTC guidelines at all times and also include an earnings disclaimer on your page.
This is the “sneaky” part. The second half of the report is the payoff, the actual technique and how to do it step by step.
On the bottom of the first section, tell the readers that the step by step blueprint is in Part 2.
That is sneaky, right?
But it gets even better!
I love this part; place TWO links on the last page of the first section – one where they pay $17 to buy the second half of the report…
And a second link where they get the report for FREE in exchange for their email address.
Both links go to the same webpage.
Create the webpage for the second half of the report. Give them the option to pay $17 and the option to get it in exchange for their email address.
You should get extremely high opt-ins using this method and having the payment button there makes it look like they are getting an extremely good deal by giving you their email address. Psychology in action!
And oddly enough, once in a while someone will actually pay for the second half of the report. Don’t ask me why, but they do. And that’s okay too. Any revenue generated is a tidy bonus for you.
Try these 5 steps when creating your next lead magnet and see what this can do for your opt-in rate and please let me know how it goes.
If someone were to ask you what the #1 ‘secret’ to making money online was, what would you say?
Any guesses? I’m sure that you can think of many answers to this question, I know I can!
Maybe you’d start by saying it’s to find a starving crowd. Or perhaps the best way is to build and nurture a list. Or to get in on the beginning of a hot new trend.
All of these are good answers.
And all of these are wrong. That’s a rather sweeping statement I know, but please bear with me for a minute!
THE big secret to making money online is one that crosses all niches, applies to all markets and marketers, and works just about every single time to make REAL money.
It’s how six and seven figure incomes are almost always earned and it’s also how YOU can begin earning 6 figures in the next 12 months.
Now then – before I reveal this ‘secret,’ let me warn you that you might have heard it before; in fact I can virtually guarantee it.
In fact, some online marketers have to hear this a dozen times or more before it really starts to sink in and that’s because the most powerful techniques often masquerade as something a bit boring. Or tedious. Or uninteresting; after all, taking a wheelbarrow full of cash to the bank is exciting but earning it is often something altogether different. And people also hear it so often that it becomes rather blase and it doesn’t get taken seriously which is a BIG mistake!
OK are you ready for the big reveal?
Here’s the ‘secret…’
“Find a profitable formula – and then SCALE it up.”
Yup. That’s it. Pretty simple, I know.
Yet 98% of marketers will never do it. And 97% of marketers will stay broke because of it.
Let’s say you spend time making the perfect product for a super hungry niche. You tweak the offer to get it converting sky high. You bring on affiliates to help you promote. Everything is in place. You launch, you have an extremely profitable week…
…and then what?
For most marketers, they will turn their attention to creating the next product and doing the entire process again. And because of that, they will leave a tremendous amount of money on the table.
If your offer sells for $19 and you’re converting at 5%, then you’re making $95 for every 100 people you send to your site. This doesn’t even include the list you’re building and will market to over and over again.
Now then, if you can buy those 100 visitors for $40, you’ve just make a profit of $55.
Buy 1,000 visitors and you’ve made $550.
Buy 10,000 visitors and you’ve made $5,500.
But wait, there’s more!
What if you add a backend product? Just one sale per 100 visitors of a $100 product increases your profit from $55 to $155.
10,000 visitors? $15,500 profit.
You can also add coaching, continuity (membership) programs, etc. for even more profit.
Are you following me here?
Let’s use an analogy: Someone invests 3 months to open a hair salon. They have a big grand opening with lots of customers. And when that dies down, they close shop, move across town and do it all over again.
Yeah, that would be pretty crazy. Yet that’s what 98% of online marketers do; they create a product, launch it, have a great week and then start all over again, and they wonder why they are still struggling.
So what’s the takeaway?
Invest time in building a profitable, high-converting funnel.
Test it out and do the math – how much can you spend on advertising and still make money?
Start by investing small and ramp your way up.
Don’t forget to build your list – your funnel is your upfront money, and your list is your “go to” money. That is, whenever you need funds or simply want to boost your income, you can go to your list and make them an offer.
What will derail you in this process:
Getting lured away by the glamour of creating another new product funnel when you should be scaling up the one you already have.
Fear of spending money to make money. Yes, spending $1000 or more to make sales is scary. That’s why you want to start small, make sure your entire funnel is working, and then scale up. And up. And Up.
Your biggest mistake – would be brushing this advice off. Don’t be that person who thinks, “Yeah, yeah, heard it all before!” You may have heard this information/advice before but have you actually implemented it?!?
Fortunes have been made simply by creating a profitable funnel and then scaling it up.
As in nearly 7 figures made from one Clickbank product…
That’s right – 6 Pack Abs at the pinnacle of its success was earning over $11 million per year. So, it works plain and simple!
Now, your results will vary; there is never any guarantee but isn’t it nice to have this information and now you (hopefully) understand the power of it, you can actually take action on it!
So, you want to be a life or business coach? That’s a great goal to have and many people have amazing success at it. However, for everyone who is able to break into the industry, build a following and earn a decent living from their coaching, there are 15 who don’t make it. This isn’t to make you think about quitting, but you should know what the odds are before you begin. More importantly, you want to find out what sort of things make other coaches fail – pitfalls that they have already experienced and failed because of – because you can learn how to avoid those same pitfalls that way. Here are the top four reasons why life and business coaches fail, and how to avoid them.
4 Big Reasons New Coaches Fail
Being Too Formulaic:
If you use the same method for every single client, you are going to have very limited success.
That’s because people are all different.
One size definitely does not fit all when it comes to coaching, and you need to be flexible enough to try other methods when you see that one particular one isn’t working.
Lacking Confidence in Themselves:
This is one of the biggest reasons that coaches fail.
They just don’t believe in themselves, and so their clients will never believe in them either. Even if you never tell your clients that you don’t believe in your ability to coach them to success, they are going to know, because people can just sense that sort of thing.
Avoid this by making sure to work on yourself first before you start coaching and give yourself positive affirmations every day.
Some people learn one style of coaching, which is a method that they got from a mentor or a training program and they just coach the exact same way; but that’s not how leaders work.
Followers copy other people but leaders forge their own path and take what others have taught them and develop their own style.
Be yourself; after all, people are looking for your input, guidance and experience to help them to move forward in their own life and/or business.
Lack of Persistence:
Finally, the last thing that cause many coaches to fail is a simple lack of persistence. If you continue working at your business, you are eventually going to make it, but it is going to take time. Just like any other business, you’re going to have to work to build up a clientele and get it to the point where you are actually making a living from your coaching practice.
Now that you are aware of these pitfalls, do whatever you can to avoid them and ensure your success; don’t be put off, remember that forewarned is forearmed
Now, if you are still here and still interested in coaching, it is highly recommended that you enroll in a training program, especially if you don’t have a lot of experience coaching. However, when you search for a training program online, there are literally thousands to choose from, so how do you know which ones are actually legitimate and which ones you should stay away from? While most of them offer some kind of value to the person taking the course, there are only a few that you should concentrate on, because you want training that other coaches and potential clients will respect and appreciate. Here are four of the best training programs out there for life coaches.
4 Of The Best Coaching Training Programs
Institute for Professionalism Excellence in Coaching (iPEC):
This is an accredited coaching program that is very well-respected by those in the coaching community. They offer a variety of coaching tracks including business coaching, corporate and executive coaching, health & wellness coach and much more. They have training programs all over the place, from Seattle to New York and from Texas to Toronto as well as a training center in London.
The International Coach Federation (ICF):
The International Coach Federation isn’t a school, it is a non-profit accrediting agency that vets coaching organizations and training programs. However, you can visit their website and get their recommendations not only on what kind of training you should be taking but also what ICF-approved programs there are out there. This organization is known by every professional coach in the world.
Erickson International is an accredited training school with a great reputation for turning out amazing coaches. They have coaching training that extends all the way from the basics to coaching topics that are intended for more advanced students or for later learning. Unlike iPEC, the training and certifications that Erickson offers are over the internet through distance learning.
The founders of this organization are Anthony “Tony” Robbins, a famous and respected coach and speaker, Mark and Magali Peysha and therapist Cloe Madanes, who shares the honor of having the school named after her along with Robbins. One of the many great things that this school has to offer is board certification as a coach by the Center for Credentialing and Education. They also have their basic Core 100 and Core 200 training as well as another training program called Breakthrough Training. These programs are comprehensive and respected in the coaching world.
You may be asking yourself: do you actually need certification to be an online coach?
This is a tricky question with no one straightforward answer. While there is no regulatory committee that makes sure that coaches all have a minimum amount of training and passing test scores like there is for doctors and psychiatrists, there are certifications that you can get and training programs (like the ones above) that will not only give you some great tools to help you in your practice, but will also impress other coaches and some clients who are familiar with the organization, mentor or training program.
It all comes down to the image you are portraying as a confident, competent coach and there is little doubt that having some form of certification will greatly enhance that, but is it really required; the answer is probably no, but if you are serious about your coaching business moving forward, it will certainly boost your credibility, especially in the beginning when you are first starting out and looking for clients.
If you have the time and money to gain some sort of recognised coaching qualification, it will only be a positive thing, but even if you do have a qualification, you will ultimately be measured on the results you get for your clients so focus on serving them as best you can and you will be on the right track to succeeding in your new coaching business.
If you are serious about becoming a coach then you should take a look at Mentoring Magic now.
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