In Part Two of this marketing.done episode of the show Kym Heffernan is joined by Geoff Anderson from Sonic Sight to give you the Video Marketing hacks to creating effective video content as well as some pitfalls or mistakes people make when trying to make video. See Episode 2 for Part One of Video Marketing Hacks.
Discussed during the Video Marketing Hacks episodes:
- Why is video marketing so popular today?
- Types of Videos
- What makes a good/bad video?
- Different Categories of Video Marketing
Resources mentioned in this episode:
1.Geoff Anderson has lots of great resources on creating better videos at Sonicsight.com.au
2.31 must know video stats – Blog.hubspot.com/marketing/video
You can grab a free copy of our TMSC Marketing map (in the link here https://themarketingstrategy.co/freemarketingmap) this resource will help guide you through the 10 steps of an Integrated Marketing Plan.
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Different Categories of Video
- I’ve mentioned casual videos which are the sort of disposable, everyday type content, Facebook Live videos (which aren’t expected to be wholly produced which is usually on a phone) you shoot it, you wing it and its seen. It may be saved or viewed again but typically its meant to be there for that day essentially, all the videos shot from a phone are what I (Geoff Anderson) would define as casual.
- Then there is Community video. These are the videos you would make to speak to a community you are already part of. This might be existing clients, staff or suppliers. I this kind of video I think there’s a bit of flexibility in terms of quality because they already have a relationship with you.
- The third category is the commercial content. There’s a category for your sales content be it television commercials or corporate videos or something else. This is the sort of video you’d want professional help with. One way to do this efficiently is to have a strategy and a plan on where you will use the content you shoot on one day. Shoot 12 videos in a day or a half day and then you can roll out professional videos throughout the year.
Where do explainer videos fit in to those three categories?
- Explainer videos generally will fit under commercial content
- Because that’s the kind of video for people who come to your website and they are not quite clear on whether they need your product or service
- And animated videos you can get them done overseas now, where you can go to freelancer.com or Fiverr or Upwork and find someone who can do that for you for a few hundred dollars
Important things to know when creating video
- One of the biggest things to note when creating video is to not make something to complex
- For example, say you are making an explainer video rather than verbally discussing what your product does you could put an illustration or graphic on the screen showing your product so visitors get a simple visual representation.
- Another thing to consider is if you have multiple messages think about having small separate videos for each message so visitors can consume the bite sized chunk content at their own leisure.
- If you plan on posting your videos to YouTube or Vimeo you must have your own branded channel. It’s free, takes only minutes to set up and you can have multiple channels under your one account
- Knowing your audience is quintessential to creating video content as without knowing your audience you will not be able to tailor your content towards them
- If you are considering using Facebook to distribute your video content you must use captions in the videos so people don’t necessarily have to click on the video to get all the information
- Vimeo has both a premium paid version for accounts and a free version;
- If you are just starting out creating video content the free version is a great jumping off point
- If you feel as though you want to take advantage of the pro features then upgrade to that
- If you don’t want suggested videos to appear on YouTube, de-select the “show suggested videos when the video finishes” box under the show more tab of the embed video section
- The best thing for people without any video content is probably to go onto YouTube and create a new account or if you are unsure of how to go about it google “how to create a YouTube account” and you will see hundreds of videos and articles to help you out
- When you upload a video to YouTube one thing you need to decide whether you want to make the video public, private or unlisted;
- Public is self-explanatory and are the videos that can be viewed by anyone
- Unlisted means only people who have the link to the video can see it
- Unlisted videos are also great for training or staff videos that you want to distribute within the company
- Private is where you need to provide an email address for people and you can send the video directly to the approved contacts
Questions to consider with video
- Who is going to be watching this?
- What do you want them to take away from you?
- What’s the key message?
- What is the purpose of the video? (to inform, to convince someone to buy)
Resources
- “Shoot Me Now”- making videos to boost business by Geoff Anderson
- Linkedin- Geoff Anderson
- Business Website – https://sonicsight.com.au/
- Personal Website –https://geoffanderson.com.au/
You can grab a free copy of our TMSC Marketing Roadmap. This resource will help guide you through the 10 steps of an Integrated Marketing Plan.
