A Beginner’s Guide to Taking Your Video Campaign to the Next Level

How to make your video-marketing efforts sing and thrive, from educational cautionary tales to the vital ‘6 ‘E’s’

Unless you live under a rock, you are aware that online marketing is crucial, and if you have any experience with it, you are also aware that video is a critical element in that effort. I teach business owners about social media digital marketing methods, and the most crucial advise I give them is how to develop films that people will watch, as well as how to properly distribute them. When done correctly, this ensures that you can cut through the noise in the market and get recognised. Here are some quick facts: In 2021, I received three Two Comma awards for digital marketing initiatives that grossed more than $1,000,000, as well as one Eight Figure award for another campaign that grossed more than $10,000,000.

In general, I’ve discovered that properly disseminated informative and informational videos are the quickest and most reliable ways to stand out from the crowd. Having said that, people have discovered a plethora of ways to sabotage these initiatives.

Among these are several fundamental principles to avoid:
Don’t sell, just serve.

People want to get something out of a video. They don’t want to hear yet another sales pitch. Content marketing isn’t about bragging to a community about how terrific you are or how fantastic your product is. It is all about getting to know potential customers or clients and providing them with useful information that will improve their life. “Serve, don’t sell,” is the credo I teach my students. You undoubtedly have information in your profession that might help potential consumers, so don’t be afraid to share it. The more they realise that you genuinely want to assist them, the more probable it is that they will become clients.

Don’t try to be flawless.

You want people to get to know, like, and trust you in this type of marketing. In that pursuit, how relatable is polished perfection? I’m not suggesting that people be unprofessional; rather, I believe that being real is essential. I recall back in the early days of my real estate career. I was determined to become an expert, so I looked for classes online. One of the teachers had crooked hair and hideous glasses. He waved his hands and rarely glanced at the camera, but he was so honest and passionate about what he was teaching that he quickly became one of my favourites.

Thousands of videos have already been completed by me. I speak too hastily at times and frequently forget a term I’m looking for. My dog occasionally jumps on my lap. It makes no difference. Indeed, clients and students frequently express that it is the authenticity that draws them in.

However, there are some necessities: You want good lighting and sound, and you don’t want your underpants drying in the background (been there, done that), and you don’t want to video your feet (I’ve done that, too). You may want to grow more polished in the future and build up a studio and hire an editor, but even if you do, it is authenticity and content that will engage people, not a perfect production.

Don’t just make a few.

This is the most common mistake made by business owners: they will try one, two, or three videos, and if no quick results are visible, they will stop and revert to old approaches. Could a single ad in a single newspaper provide a never-ending stream of business in the early days of marketing? Did two adverts that aired during a few TV shows cause customers to rush to the door? Of course not, which is why you’ve probably heard of the “seven-times factor”: People need to watch an advertisement seven times before they even notice it, let alone decide to buy.

It’s similar with educational/informational videos; you’re attempting to establish a relationship with the viewer (sometimes referred to as “para-social”) in which someone believes they know you even though you’ve never met, similar to how people feel about the characters on their favourite shows. It takes more than one or two exposures to create that relationship, and if your videos provide enough value, the viewers will be ready to engage and get to know you.
You should not bury them.

All too often, fantastic videos with great content are created, but instead of properly disseminating them, creators would simply post them on a website or a Facebook page and call it a day. Who is going to see them? Your mother, a few current customers, and if you’re lucky, an inquisitive visitor to the site who notices, and that is simply not utilising the power of video. It makes no difference how good they are if no one sees them, and effective distribution entails getting them on a variety of platforms, including Facebook, but also YouTube, LinkedIn, and others. It also implies “paying to play”… devoting some of your marketing money to promoting videos.

Don’t be a wuss.

A video should normally be no more than two minutes lengthy in order to be seen. It has also been established that if it is fewer than 90 seconds long, it is more likely to be watched! We all have short attention spans, and most people look at the length of a video before starting it. So keep it brief and to the point. If you can’t cover everything you want to in 90 seconds or less, chop out a portion of the content for the first video and present the remainder in subsequent videos.
Stick to the six “E”s.

To build a superb video that will be watched and have an impact, be sure to:

Educate. Provide information in an understandable manner. Without lecturing an audience, attempt to recall what you didn’t know as a newcomer to the field. Also, avoid industry jargon; present yourself as an expert by demonstrating your knowledge rather than telling them.
Entertain. I’ve found that integrating intriguing anecdotes or dramatic examples works well, and comedy is always a plus. Begin a video with a hook that grabs the viewer’s interest, rather than with a written introduction. Rather than saying, “Hello. “My name is Joan Doe, and I work for Making Money LLC, a business consulting organisation that specialises in…” Yawn. Instead, say something like, “What if you could know if your company idea was doomed before you started?” I’ll show you five early warning indicators and how to deal with them. Hello, my name is Joan Doe, and I help business owners like you avoid…” Which of the following begins with a stronger hook?
Excite. The idea here is to demonstrate to your audience that they can solve a problem, achieve a goal, and enhance their lives. Provide excellent practical advice and methods to assist people in obtaining what they desire or resolving challenges.
Engage. Allow your authenticity and personality to shine through. Maybe you can tell them you’ve struggled with the same challenges or have the same ambitions they do? Make it evident that you understand the emotions of your audience.
Encourage others to act. This is more than just stating “Buy now!” It is pushing viewers to take the next step. “Email me to let me know what more questions I can answer to help you,” for example, or “Download a free step by step guide” on the topic you just provided.
Enthusiasm. Allow your real enthusiasm and interest in a subject to shine through. Even if you’re not a cheerleader, try to amp it up a level. Because you aren’t in the same room as the audience, your energy must be a little higher than usual for them to pick up on it.

One final piece of advice: Just start. Don’t be intimidated if you’ve never utilised video before. If thousands of entrepreneurs have done it effectively, you can too!

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