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Video Marketing for Beginners: How to Get Started

You don’t need to be a big, name-brand company to successfully use video. Any small business can use it, but many don’t. And that’s why you’re reading about video marketing for beginners. You want to get started, but you aren’t sure how.

This blog post will walk you through my top tips, but first, let’s get you super excited about video. Check out these statistics:

  • 51% of marketers around the world named video as the type of content with the best ROI.
  • Marketers who use video grew revenue 49% faster than non-video users.
  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
  • Social video generates 1200% more shares than text and images combined.
  • Video drives a 157% increase in organic traffic from SERPs.
  • Native videos on Facebook have 10 times more reach compared to YouTube links.

Is that awesome or what? Here’s what you need to know about video marketing for beginners:

Have a goal

Yes, video marketing is awesome, but don’t do it until you know why you’re doing it. Do you want to increase brand awareness? Sales? Thought leadership? Promote a specific product or service? Become a YouTube star?

When I got started with Facebook Live, my goal was twofold: walk the walk (aka, do what I tell other small business owners to do) and harness the marketing power of video (see stats above!). So far, so good.

Broadcast live

Doing a live broadcast is the fastest, easiest, and least expensive way to get to get started. Choose the platform where your audience already is – Periscope, Facebook, Snapchat, YouTube, etc. Put a date and time on the calendar, and commit to it. No wimping out!

Don’t use a script

If you can speak extemporaneously without missing a beat, I am in awe of you. But if you can’t, no biggie. Just don’t use a script. Instead, create a list of talking points you want to hit and practice at least once before you record the video. The more natural you sound, the better.

Quick story: Back when hour-long “how to” webinars were all the rage, I’d sign up for one frequently. One day I joined a webinar that was so obviously scripted, you could easily tell that everyone presenting was reading, not talking. Instead of sounding like experts, they sounded like robots.

Don’t be a robot.

Make it fun

Unless you own a funeral home, your video should be fun and light-hearted. You don’t need to tell jokes, but you do need to look like you’re having fun. Be you. Use your quirky sayings, like “great googly moogly!” Go ahead and laugh when you make a mistake. People will love how genuine you are.

Leave the sales pitch at home

You can spend the entire video talking about one of your services or products, but as soon as you ask for a sale, people will stop the video and move on. Focus on sharing your knowledge and creating connections. The sales will follow.

Don’t worry about being perfect

There is no such thing as perfection, so don’t put pressure on yourself. Making a mistake is OK. Forgetting your train of thought is OK. Getting interrupted by your barking dog is OK. Acknowledge what happened, and move on.

Optimize it for search

If you’re going to post your video on your website (home page, landing page, blog post), optimize it for search. Use keywords in the title, description, and alt-text (all three is best, but two is OK).

Share the crap out of it

I like to say that sharing is caring! And when it comes to marketing, sharing a lot is really caring. Share your video in your monthly newsletter, on social media (more than once), in your blog, and even as a link in your email signature. Keep getting it out there!

Try creating a series

This is a little more advanced but it’s very doable for a beginner. You could create a 3-video series on the hottest topic that people are asking you about.

For example, an executive recruiter could create a series about finding the perfect job. Videos could cover the resume, cover letter, and interview. A photographer could do a series on lighting – indoor, outdoor and at night.

And that, my friends, is video marketing for beginners. If you have any questions, shoot us a note. We’ll be happy to answer!

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