Have you started using video as part of your marketing strategy?
Do you want to start creating amazing video content for your small business in 2017?
Creating video content should be at the top of every entrepreneur’s agenda this year. Without question, it is the most important form of content being shared across social media channels today and by the end of this year, it is predicted that 78% of all web traffic will be video consumption.
There are two reasons why marketing is going through an unstoppable video revolution:
Barrier to entry.
5 years ago if you wanted to produce a decent quality video, you could either hire a production company or have a full-time in-house production team.
The simplest project could easily run into thousands of pounds or dollars.
As the quality of smartphone cameras improve every year the barrier to entry has dramatically dropped. There are now hundreds of editing apps available on IOS and Android stores; some free and others very cheap.
Microphones, tripods, lighting, etc. can be purchased on Amazon for next to nothing and delivered the following day.
*image courtesy of www.salesforce.com
Traditionally, businesses had a handful of choices which they could use to publicise their work- TV, Magazine, Radio, Internet (website and email) and fax machine.
While those options are still available, the past 4 years has seen the number of channels which businesses can distribute and disseminate information across has more than doubled.
Social media, YouTube, joint venture partnerships, apps and podcasts have revolutionised the opportunities for businesses to identify and connect with an audience.
The benefit of choosing a social media channel to distribute your content on is that those channels come with built-in audiences. In other words, your desired target audience are already engaged subscribers of that channel.
While the allure of trying to use as many channels as possible to create a multiple opportunities is tempting, research has shown that focusing on one medium and one channel is a far more effective strategy for small businesses.
In 2017, video is that medium
Traditionally there are 3 mediums which entrepreneurs, small business owners, and marketers use to create content, written, audio and video. However, video has always been perceived as the scariest and the hardest to make.
Fortunately, there is a solution to overcoming the fear and hardship associated with creating video content.
In their research report “Video in business benchmark 2017” Vidyard discovered a trend associated with the length of videos being produced vs. viewer engagement.
“The average portion of viewers remaining by the end of a video is 37%, with video length playing a big role in retention. Videos less than 90 seconds see an average retention rate of 53% compared to videos over 30 minutes that retain only 10% of viewers.”
This means that length matters!
Relax gents, I’m not referring to length in that department.
There are two metrics which are important to every social media channel:
1. Audience growth (how many new members are joining)
2. Audience retention (how many members they are engaging and keeping)
The content created on each Social Media channel is 99% user generated, this saves them creating unique content themselves.
Therefore it is in each channels interest to deliver each audience member with content which keeps their attention.
YouTube is the second largest search engine in the world. Video creators who have good retention rates are rewarded by having their videos ranked highly in the search function. Also, their videos are suggested more frequently to other potentially relevant audience members.
Videos which are 90 seconds or less have a higher completion rate; what this means for creators, is that if their content is good enough, then they have a better chance of ranking well in the search engine and ultimately attracting more viewers.
Creating a 90-second video content strategy works perfectly for Entrepreneurs and Business Owners who are not currently creating video content, become comfortable with the process and deliver consistently. Additionally, the videos do not need to be complicated, require editing or have high production value.
Additionally, the videos do not have to be complex, require editing or have high production value.
Another benefit to creating short videos is it increases the potential for binge watching. If your content is valuable, well thought out and episodic, then you can create an asset which encourages the user to keep watching.
Who is using this strategy successfully?
Steve Spangler’s, Sick Science channel on YouTube champions the 90-second video philosophy.
Every week he produces a 1-minute video demonstrating how to execute quirky science experiments in your home.
The success of his channel, over 540,000 subscribers and millions of views, has lead to Steve being awarded his own TV show on Fox called “DIY Sci”.
We the Unicorns provide a platform for talented but unknown video creators on YouTube.
Their weekly video series titled “Slay or Nay” covers the latest news on the top YouTube creators across the globe. Each video is less than 1 minute and focuses on 3 or 4 different creators stories each week.
How to create your own 90-second video marketing strategy
Step #1: Introduce the topic in 10 seconds or less.
According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less. The solution is to not waste time by spending the first 10 seconds giving the audience your name or the name of your company. Start by introducing the concept or topic of your video as soon as you press record.
Ask your audience a question at the beginning:
“Have you ever wondered how to achieve XYZ goal?…”
“If you have ever thought to yourself, how can I do XYZ…”
Next, give them the answer:
“Well, in this video you will learn the secret to achieving that goal…”
Step #2: Speak directly to your target audience.
Whether you are targeting millennials, mechanical engineers or foodies, address your target audience at the beginning of the video. This ensures that the right people are watching the video and anybody who does not fit your criteria can decide to keep watching or stop.
Step #3: Answer a question
This is the juicy part of your video. In his book “They Ask, You Answer” Marcus Sheridan says:
“Honest and transparent content is the greatest sales and trust-building tool in the world. Period.”
His book outlines 4 key questions that EVERY customer asks themselves when seeking information online is considering making a purchase.
Question 1: Cost- How much will it cost and why
Question 2: Problems- What problems can occur with this product/service OR who is this product/service NOT for?
Question 3: Verses- Your product vs. that of a competitor’s. What are the alternatives available in the market to your offer?
Question 4: Reviews / The Best in Class- Why are your current customers satisfied and why are you the best at what you do.
Some of these questions may seem scary to answer, but by answering them you are helping your audience to do three things:
a) Qualify themselves as a real customer.
b) Identify with your brand
c) View you as a thought leader in your industry.
Why is Amazon the biggest online retailer in the world today? Conduct any search for a product and you will see all 4 of the above questions answered on every page; Costs, reviews (problems), alternative products,
Amazon removes the complexity of searching for a product, choosing the right one for you and making a purchase.
Your duty as a business owner is to remove the obstacles and complexity from your customer’s tasks and give your audience the answers to their questions without delay.
If you struggle to think of questions to answer then use a tool like Answer The Public which allows you to type in a phrase and it delivers you various questions being asked online.
Check out the answers I received when I typed in the phrase “Lose weight”
Step #4: The call to action.
What outcome do you hope to achieve? Do you want your audience to subscribe? Visit a blog post on your site? Download something? Access a discount code?
Whatever it is, the final step of the 90 seconds should be to guide your audience to take further action.
Here are three examples of how to create a call to action:
“If you would like more of this type of bite-sized content on (subject matter) then please subscribe below”
“If you would like to know more about this subject, please visit my blog post where I break down step by step how to achieve XYZ, the link is above / below.”
“If you would like to try our delicious gourmet beef burgers and get 20% off your first meal, visit (your web or landing page address) and download your discount code today.”
It’s important to note that this strategy does not mean that you should avoid producing longer form video content, such as interviews, explainer videos, documentaries, product unveiling etc. The focus should be on starting small, creating consistent and easy content in order to build an audience.
Are you ready to go hard at your video content strategy?
How do you plan to start your own video marketing strategy? What questions do your customers ask every day that you can answer in 90-seconds or less?
Make a note of everything your customers struggle with and write down 3 different solutions to each one. Try to vary your answers and make your responses as unique as possible.
Leave a comment below and let me know how you plan to tackle your video strategy this year.
Also published on Medium.