in 2017 63% of businesses were using
video as a marketing tool in 2018 that
number rose to 81% and in 2019 87% this
is part of the reason why we jumped on
the bandwagon in 2018 and started
publishing videos consistently and it's
led to over a hundred thousand YouTube
subscribers millions of views and
thousands of new paying customers so
today I'm gonna show you how to use
video marketing to grow your business
even if you're in a so-called boring
industry like SEO stay tuned video
marketing is powerful no doubt and a lot
of it has to do with accessibility we
watch videos on our computers mobile
devices and TVs in fact go to a
metropolitan area like New York Las
Vegas Hong Kong or wherever and you'll
likely see videos playing on Billboard's
and the numbers speak for themselves in
a 2018 study it was reported that 85% of
US Internet users watched online video
content every month so with such high
demand for video content how do we use
it as business owners and marketers to
actually drive revenue to answer that
let's first define video marketing video
marketing is using videos to promote and
educate your target audience it's also
used to increase brand awareness and
social engagement allowing you to reach
new and bigger audiences now video
marketing doesn't mean you have to
create shows or be a personality that
people fall head-over-heels for a report
from HubSpot research shows that 54% of
consumers want to see videos from brands
which was higher than any other content
type video is powerful for a few reasons
first it allows you to demonstrate
concepts faster and more clearly
for example as you're watching this
video you're using your sense of hearing
and your sense of sight together
creating a rich learning experience
whereas text-based content limits you to
just cite for example if you wanted to
learn how to do the reverse overlap
putting grip you might read this blog
post there's an image showing the grip
and it says apply your left hand to the
putter grip and then just beneath rest
your hand around the putter grip
linked both your hands by lifting the
index finger of your left hand and
wrapping it over the fingers of your
right hand good luck doing that and
getting it right but watch this video
for 30 seconds and you'll master the
technique in no time
second video allows you to create a
personal connection with viewers which
shouldn't be under mine for example I
was creating videos for HFC YouTube
channel for around 6 months and then
went to visit head office in Singapore
for the first time and when I walked
into the office the first thing someone
said to me was I feel like I already
know you a few of the other people
around us laughed and agreed now
creating that effect through a blog post
is much more challenging third you can
reach audiences in places like YouTube
where video is the only way to play the
game now as powerful as video can be
you'll need to create them so they a
resonate with your target audience and
be ideally feature your products and
services so unless you're making money
through ad revenues views alone won't
pay the bills so let's go through four
steps to create great video marketing
campaigns step one is to define your
audience and to do that start by
thinking of who your product or service
is serve knowing who your audience is in
terms of gender age profession interests
or whatever information you can dig up
can help you shape the format and
content of your videos so if you have an
existing list of customers start there
define who they are what kind of
problems they face how they found you
and why they chose you you can do simple
customer surveys or one-to-one calls and
ask them those specific questions get to
know their business and the problems
they face if you don't have any
customers yet you can use audience
research tools like Facebook audience
insights you'll need a Facebook Ads
account for this but this tool is
completely free just fill out the
information in the sidebar of who you
think your audience is for example let's
say I'm starting a new tabletop games
reviews channel I'll set the country to
United States assuming that's my target
audience and I'll set the interests to
tabletop games and now you can see some
insightful things like the majority of
people being between 25 to 44 and if we
go to the page likes tab you'll see some
interest
Electronics collectables and video games
below that are specific pages they like
which can give you a good place to start
for reviews to create the next step is
to define a primary objective and there
are three main categories for objectives
these are brand awareness education and
entertainment aka
be brand awareness videos are usually
short and the purpose is to just make
people aware that you exist think of
commercials you see on TV it can be
anything from McDonald's promoting to
dollar Big Mac week or something like
slacks animals commercial where they
show a team using their software to
create a flying umbrella the main point
is that the viewer should know the brand
name and have an idea of what they
provide educational videos are like the
ones we create on YouTube most of our
videos are tutorials on SEO and
marketing strategies and as a software
company we show how our tools make these
processes easier and more effective and
entertainment is self-explanatory think
of shows or series they're often created
as stories for example Red Bull does a
really good job of this they create
series and videos around extreme sports
which draws in their target customers
now just because you want to entertain
it doesn't mean you can't educate or
vice-versa but in my opinion you should
choose a primary objective based on what
you want to achieve after you've defined
your objective it's time to create the
content well I can't tell you exactly
what to create or how to create it we
can talk about a few subcategories under
the umbrella of video creation so let's
talk about optimal lengths formats
breaking through common struggles and
how you'll get these videos in front of
the right people so let's talk about how
long your video should be first content
length will usually be determined by
your primary objective for example a
brand awareness campaign can be as short
as 15 seconds and usually won't exceed a
couple of minutes again think of
commercials are those ads that play
before you watch certain YouTube videos
educational content will be anywhere
from 5 to 120 minutes our videos are
usually 7 to 20 minutes while something
like a webinar can easily go over an
hour as for entertainment this will also
vary in duration
I like to think of these kinds of videos
as shows this can range from 10 to 180
minutes depending on the format speaking
of format this is where you'll see quite
a bit of variance as it depends on your
audience objective industry and the
message you want to get across meaning
there are no set rules but there is one
format that I've seen work for all
audiences
all objectives and all industries and it
looks something like this problem teaser
and solution or story whether it's a
commercial tutorial or blockbuster film
there's always a problem problems make
content interesting and it's something I
recommend leaving with next is the
teaser the point of this is to show that
there's solution to the problem without
giving it away
finally is story or solution and this
will often depend on your objective
again
for example educational videos will
usually have a clear-cut solution
whereas videos that go the entertainment
route will likely have stories that lead
to the solution or conclusion let's go
through some examples in the 2019
Superbowl Bud Light aired this famous
commercial the problem starts when a
giant barrel of corn syrup is delivered
to their factory but since Bud Light
doesn't use corn syrup in their beer
they tease the answer that it must be
one of their competitors shipments like
Miller Lite the story goes on to show
the journey of delivering corn syrup to
the competitor once they arrived at the
castle Miller Lite says they already
receive their corn stone and suggest to
deliver the barrel to another competitor
Coors Light
Bud Light gang heads over to the Coors
castle and they gladly accept the corn
syrup as for educational videos it's
easiest if I use our tutorials as an
example with this video I started off by
sharing how important video marketing is
I then go on to tease the solution by
showing how we've used video to get over
a hundred thousand subscribers millions
of views and thousands of new paying
customers right now we're in the
solution stage where I'm sharing what
we've done in a step-by-step way to use
video marketing for your company finally
is the entertainment route just think of
your favorite sitcom there's always a
problem
they often tease what could be if the
problem were solved it leads into the
story which is the
bulk of the show and ends with some kind
of solution or conclusion now I'm not
saying that this formula is what all
successful videos follow but if you're
struggling to find your own unique
format try it because it works alright
let's talk about some very real
struggles that come with the territory
of being a video creator even though
some of these roadblocks might seem like
huge problems in the moment I promise
that you can overcome them so let's
break down the problems and solutions
struggle number one I'm not good in
front of the camera this was and still
is one of my greatest struggles I don't
feel natural standing here talking to a
lens knowing that thousands of people
are gonna watch it but the beauty of
video is in editing as you've seen from
this video as well as others we use
b-roll like screencasts animations and
text screens to take the attention off
me while creating better educational
material another way to combat the
jitters is to use a teleprompter this is
what I use because it helps me deliver
as much information as possible in a
short period of time rather than going
off on tangents serval number two I
don't have equipment or the budget to
buy it
listen video production quality is
overrated yeah we spend a lot of time
trying to produce quality stuff but at
the same time it's not a necessity to
create impactful videos you probably
have a camera in your pocket everywhere
you go it's called a smartphone in fact
when Tim started HFC youtube channel in
2015 he created all his tutorials on a
GoPro which is far from Hollywood
equipment but those videos took our
channel from zero to twenty six hundred
subscribers in five months no fancy
cameras microphones or backdrops this
brings us to the last common struggle
struggle number three is that English is
not my first language tim is originally
from Ukraine and if you've watched any
of his videos you might have noticed
that English isn't his first language
being a child of immigrant parents
myself I know there are personal
struggles in terms of how you think
others might perceive you so I thought
it'd be best to have Tim share his
experiences on how he was able to power
through and overcome this challenge hey
guys so Sam asked me to share my
experience of creating video content
while not being a native
your speaker should I also say not being
even a fluent English speaker so yeah I
did have my hesitations to start
recording videos or audio content
because of my strong Ukrainian accent so
much so that I even recorded a video
question to Gary Vee show asking him if
my heavy accent would be a problem and
if it would make people jump to
conclusions and not listening to my
content well
what Gary said was that it is true that
some people would hate my accent and
choose not to watch my content because
of it
but on the other hand there are tons and
tons of smart intelligent people all
around the globe for who English is not
their first language so my accent is
absolutely of no problem for them as
long as the content is good so here's my
advice for you if you want to start
creating video content but you have an
accent don't bother about it just start
doing it if your content is good you'll
find your audience and there will be
many people who will appreciate what
you're doing despite your accent and one
last thing please tell them that this
t-shirt looks much better on me than on
him type it in the comments please
thanks the final part of this video
marketing puzzle is likely the most
important and that's how you're going to
get views to your videos and I'm not
gonna talk about things like TV but I
will focus on three online marketing
strategies that I've used to get more
views first is through organic reach and
this means ranking your videos on
YouTube and Google as well as being
recommended through other YouTube
features like suggested views and browse
features to prove that we've done this
here's a graph of our YouTube organic
search traffic we've invested a lot of
effort into YouTube SEO which has given
us free and consistent growth over time
and here's the fruit of our labor from
our video SEO efforts
this graph shows free and consistent
views that we get from Google search
YouTube SEO works particularly well if
your main objective is education
naturally people are and will always be
searching for helpful tutorials on
various topics rather than going deep
into how to do YouTube SEO we have an
actionable tutorial on how you can rank
your videos on YouTube
which I'll link up in the description
another way to get views is to embed
videos on your blog or landing pages if
you have a website where you're already
getting consistent traffic it's worth
embedding your videos in relevant places
this is something we do regularly a day
trips and it's probably one of the
lowest-hanging tactics you can do from
what I've seen embedding our videos on
relevant posts have helped us rank these
videos in Google's video carousels
suggest eclipse and video Search tab
next is through other social media
platforms if you already have a
following on Facebook Twitter or
LinkedIn I'm sure you're already posting
videos there now if your goal is simply
to get people to consume your content
you can try uploading the entire video
to the social platform and see how they
perform but if your goal is to get
people to your youtube channel then I
recommend creating short teaser clips
and uploading them to the social
platform and within the description add
a link to your YouTube video every
industry is different and every audience
is different to try both of these
tactics and don't be afraid to throw a
bit of money into social ads a little
can go a long way
speaking of ads that's the final
strategy I recommend with video ads I've
only tried them on Facebook in YouTube
and from what I've seen Facebook tends
to work well for brand awareness and
lead generation videos lead generation
videos are ones where you ask people to
opt in for a webinar or something else
that's free from there you nurture the
lead and then try to sell your product
Facebook has arguably the best audience
targeting features so if you know your
audience really well it can help you get
engaged views fast as for YouTube we
regularly use discovery ads for
full-length tutorials these are ads that
appear at the top of YouTube search
results as well as in the suggested
sidebar you can target audiences or
topics much like Facebook's interest
targeting and layer in demographic
profiles you can also do keyword
targeting where your ads will appear
when a user searches for specific words
or phrases
since our videos are mostly creative to
solve specific problems I found QR
targeting to work really well to get
engaged views meaning long ones
finally our in-stream ads which are
those video ads that play before a video
these work well if brand awareness is
your objective it's important to take
note of the format of these ads for
example people aren't able to skip the
first five seconds of the video
so two things you'll want to do in the
first five seconds are a grab their
attention enough so they'll continue to
watch and be make the focus on your
brand the second thing to note is that
YouTube only considers it a view if the
user watches at least 30 seconds of your
ad or the full video if it's shorter
than 30 seconds this means if your video
is 31 seconds and someone watches 29
seconds of that video you won't be
charged so take that into account - at
the end of the day successful
advertising will come down to your
targeting the quality of the video and
how relevant it is to your business and
audience I highly recommend trying out
video ads even if you spend just $10 per
day you can get hundreds of views so by
now I'm hoping you feel an urgency to
start marketing with video it's insanely
powerful in the fact that you're still
here is a testament to its effectiveness
now if you enjoyed this video make sure
to like share and subscribe for more
actionable marketing tutorials and we've
got a bunch of helpful tutorials on
video marketing so be sure to check out
that playlist I'll see you in the next
tutorial
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