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How to Get Started With Video Marketing

Michael Reynolds

Posted by Michael Reynolds on 8/11/15 9:30 AM

Each week in August, we are featuring a guest post from those who have submitted presentation ideas to Inbound Marketing BarCamp. This week we have a post from Rocky Walls from 12 Stars Media. If you've registered for Inbound Marketing BarCamp you can vote for Rocky's presentation. Enjoy!

Video Marketing

Making a marketing video can seem so overwhelming and difficult. But it doesn’t have to be. Anyone can implement video marketing with a few tips from the pros (yes, even YOU!).

Rocky WallsWhy do people think video is hard?

First, let’s get the excuses out of the way.  Have these thoughts ever run through your head while thinking about making a video?

  1. It’s time-consuming. Most people are strapped for time as it is. They don’t need one more complicated thing taking up precious space on their calendars.
  1. It’s expensive. Just thinking about hiring a video production company to fully produce a video for you scares a lot of people away.
  1. It requires creativity. Maybe you struggle with coming up with video ideas and how to make sure you’re capturing the attention of the audience.  
  1. It requires special technology and/or equipment. How do you know what to use and how to get the best quality with what you have, or what you will buy?  

First, Define Your Purpose

Think about that old saying, “People don’t care how much you know until they know how much you care.” This will help you define your purpose. To do this, draw a venn diagram. In the left circle, write “What do you want to say?” and an answer or two (e.g. we have a new product, come to our event, etc.) In the right circle, write “Why do people care?” and an answer or two. In the middle, see if you can pull together one or two things that are common between what you want to say that people will care about.

Video Venn Diagram

Then, complete this statement,  “People who watch my video will ________ after viewing because I show and tell them ________.” Now you have a strong purpose for your video.

The Best Types of Video

You might now be wondering what type of video will give you the best ROI. Take a look at your purpose and that should give you an idea of what type of video you should make.

  • “How To” videos are the best for the top of your funnel. With so many people turning to the web, especially YouTube, to answer their questions, “How To” videos are sure to attract new people to your site or product.
  • A testimonial video may help someone who may be on the fence about your service/product decide to purchase.
  • Company culture or behind-the-scenes videos can help people see who you are and what you do. They may think, “This is where I want to spend my money.”  These are often easier to produce and add authenticity.

How to Make the Video

In your first video, I recommend you 1) start with something very specific and 2) make sure you have someone you can send it to as soon as it's done. One of my favorite places to start is your email inbox. Search your email for the phrase “how do I” and find a recent message in which someone asked a good "how do I" question - then just answer it in a video. You can simply take your iPhone and have someone record you or an expert on the subject answer the question on the video.

Also, think about other visuals that might help tell the story. Record some additional clips that can help you answer the question, such as the product itself or an online tool screen shot.

Bonus! Since you got the topic right out of your inbox, you immediately have someone to send the video to!

Making a marketing video can seem overwhelming, but with these tips, you’re sure to start on the right foot.

Interested in learning more ? Register for Inbound Marketing BarCamp and attend Rocky's session: The Top Ten Video Do's and Don'ts for Inbound Marketers. 

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