Video marketing has become a top priority for businesses of all sizes. It is indispensable, irreplaceable and simply too important for businesses of all kinds. Why you ask?
Did you know that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text? This is one of the primary reasons why 85% of consumers want to see more video content from brands.
However, we understand that video marketing can be overwhelming and honestly a little terrifying to figure out how to start this process.
Don’t sweat it. We’ve created this compact, step-by-step guide for you, that will hold your hand and initiate you into the exciting but seemingly overwhelming world of video creation and video marketing.
Let’s get started!
The Plan of Action
Step 1: The content plan
Step 2: The offer
Step 3: Snackable videos
Step 4: Video ads
Step 5: Upload and take videos live
Step 6: Promote and tell the world!
Step 1: The content plan
Alright, pay attention now, because this is where it gets interesting!
One very fascinating concept in sales and marketing is that of the sales funnel. An inverted triangle with a top, middle, and bottom.
At the top, there are those who don’t know of your business yet. We like to call this the Stage of Awareness.
The middle consists of those who are still researching before spending their money. These people are currently in the Stage of Consideration.
Those at the bottom are screaming “take my money” and are completely convinced to buy from you. These folks right here are at the final stage, which we call the Stage of Purchase.
The content needs for each of these categories are different, as they should be. Based on this categorization, you can devise your content plan, which will cater to each specific category of people, separately.
Let’s go one by one!
Attention – For those on the top who are blissfully unaware of your business, you require their attention. So you make a few snackable videos to draw their attention to your brand. What the heck are snackable videos? You’ll find out soon below.
Clicks – You have their attention, what next? Ideally, you would want them to visit your website now, which would require them to click on the ad. Offer up a video-ad and track the number of clicks you get to your site. If they are high, keep doing what you are doing, if not, regroup and shuffle it up.
Conversions – The ultimate aim of any marketing campaign? Conversions. At the end of the day, you are looking to make sure your products sell better.
Draft the perfect offer to make sure that your product sells and you are able to convert clicks to sales. We’ll teach you how!
Got your own sales funnel to fill now? Great! But here’s some important advice before you begin.
Do not chase perfection, because it is futile. Try to produce as much content as you can, while maintaining some basic guidelines, and keep iterating. Soon you’ll find unique content pegs that work wonders for you!
Be open to experimentation!
Step 2: The offer
Done and dusted with the content plan? Perfect, let’s get on with the next part.
If you are a business that is interested in video marketing, your primary aim would naturally be to convert a potential customer into a paying customer.
For that to happen, you have to present them with an offer that is simply too tempting to refuse.
So, how do you draft the perfect offer for your products? Let’s find out!
Let’s conduct a simple exercise. Go to any social media platform that you currently use, and study the first ad that you come across on that platform. Inevitably you will notice that in most cases, it will have the following three types of offers:
Download – Examples include Checklists, Ebooks, Guides, Applications, Plugins, etc.
Discounts – Examples include Coupons, Free Trials, Bundle Sales etc.
Destination – Examples include Event, Webinar, Training, Demo, Consultation, etc.
You can access many more Offer templates like the ones above on InVideo.
The moment you click on any of these offers, you will be redirected to a page where you will be asked to provide your email address.
What good are email ids, you ask? Well, this is when you establish the initial communication with your potential customers, where you introduce them to your brand.
Remember, the real money is in the follow-up. But you can’t follow up unless you have an email address, to begin with.
Once you have the perfect offer, you can start sending out emails.
Now the most important part of this step is to create an appealing landing page, which would serve up the offer to your potential customers on a silver platter.
The basic anatomy of a landing page is minimal. It usually has a headline and sub-headline on the top left corner, a supporting video to go with it and most importantly, a well-highlighted area for the visitors to type in their email address.
Here are two examples of what a good landing page looks like:
Step 3: Snackable videos
2020 Marketing Projections: What You Need To Know Now To Be Competitive
To succeed this year, use these 2020 Marketing Projections.
These forecasts are based on the major 2019 disruptions to the marketing playing field.
3 key factors changed marketing in 2019:
- Seismic Marketing Shift resulting from the convergence of voice-first, marketing AI and content saturation.
- RIP Customer Journey for both consumer and business purchasing reflecting the change in customer behavior.
- Uncertain Global Economic Environment causing businesses to reduce investment and look for internal efficiencies.
Together the marketing implications of these changes lay the foundation for your 2020 plans and beyond.
Marketing must evolve to meet these new and rapidly changing challenges.
The good news:
These 2020 Marketing Projections are grounded in fundamental marketing principles. (Hat tip: Chris Marr)
By integrating these forecasts into your marketing, you’ll attract an audience, convert prospects into customers, and keep them happy while building business value to yield profitable revenues.
Marketing Projections Table of Contents (aka: TL;DR)
- Amazon continues to eat the business world and beyond
- Businesses must understand their audience and customer buying behavior better
- An owned, addressable audience becomes essential
- Content saturation continues to diminish marketers’ ability to attract new audiences
- Companies will need to take responsibility for data across their organization
- AI will become a more salient element of marketing and related MarTech
- Voice-first technology requires a place at the marketing table
- Digital communications continue to evolve requiring a seamless omni-channel approach
- The skills marketers need continue to shift requiring training, career development and new jobs
- Generational changes will have a greater impact on marketing
- Branding will enjoy renewed importance but must support societal goals
- Pressure to show measurable marketing results in financial terms continues to increase
- Marketing will get better integrated across the organization to increase efficiency
- Search will require increased marketing resources to stay visible
- Businesses will focus on customer on-boarding to improve results
- Businesses will allocate more resources to increase customer retention
- Marketing continues to use social media to meet specific objectives but must show measurable results
- The need for real life community and events continues to grow
- Businesses will face increased government regulation
- Globalization increasingly influences business plans
With every year seeing new technological developments that shift the boundaries of business, working to take advantage of the new opportunities can be a challenge in digital marketing. One of these transformations in the market has been caused by the widespread adoption of voice search technology and its effects on internet usage.
As a consequence, this has had an impact on search engine optimization, where following SEO best practices is essential for most businesses in the current era. Internet voice search could be set to disrupt SEO conventions, so businesses would be well-advised to stay informed of the changes and plan accordingly.
The rise of voice technology
The introduction of IBM’s Watson in 2010 paved the way for voice technology devices. Watson is a powerful voice recognition question-answer computer system that stunned the world as a super-intelligent, thinking, and speaking robot that was able to beat Trivia grandmasters on the TV quiz show, ‘Jeopardy’. In the following year, Google launched its Voice Search and Apple released Siri for the iPhone 4S, the first digital personal assistant.
This was followed in 2014 by Cortana from Microsoft and Amazon Echo, a voice speaker powered by the personal assistant, Alexa. Google Assistant was launched in 2016, as well as the smart speaker Google Home. Initial figures showed Amazon Alexa to be leading the market, though Google Home is forecast to take the lead by 2020. Other prominent digital assistants on the global stage include Alice from Yandex, and AliGenie from Alibaba.
Voice recognition technology has significantly improved since its inception. Google claims 95 percent accuracy, while the Chinese iFlytek speech recognition system has an accuracy of 98%.
Voice technology has also spread to devices that fall under the umbrella term, the Internet of Things (IoT), such as a smart TV, a smart thermostat or a home kit. While it may be possible, internet voice search doesn’t have direct applications for most of these devices yet, and by far the greatest share of searches are currently made on either a smartphone or a smart speaker.
Twenty percent of queries on Google’s mobile app and Android devices are made with voice, while 31% of smartphone users use voice at least once a week, according to Statistica.
Media analytics firm Comscore predicts that half of all online searches will be made through voice by 2020, while Gartner predicts that in the same year, 30% of online searches will be made on devices without a screen. This suggests an enormous rise in voice search, as well as the increased adoption of smart speakers. Earlier this year, Juniper Research predicted that 3.25 billion voice assistants were in use – a figure they forecast to reach eight billion by 2023.
The effects of voice on SEO
Voice is, therefore, transforming our approaches to technology and the internet, but what impact is it having on search engine optimization?
With improved and reliable voice recognition systems, voice technology is well adapted to follow everyday language use, so users can give commands as if they were speaking to a human. For any areas of potential confusion, emerging technologies are seeking to improve the user experience. The 2018 Internet Trends Report by venture capitalist and internet trends specialist, Mary Meeker, found that 70% of English language voice searches were made in natural or conversational language.
Spoken language usually isn’t as concise as the written word, so queries will be longer than the three or four keyword searches more common to graphical user interfaces (GUI). Voice searches currently average 29 words in length, according to Backlinko. SEO strategists will need to adjust by using more long-tail keywords, with the added benefit that the longer the keyword phrases are, the higher the probability of conversion.
Economic Downturns: How Marketers Can Prepare
The warning signs of a recession are all around. Economic growth slowed down earlier this year, Treasury yields are down, freight shipments are slowing, and 60% of economists surveyed by the NABE expect a recession by the end of 2020.
Marketers would do well to heed the early warnings. Recession-proofing takes time and steady effort, and you will hit unforeseen speed bumps. With a head start, you can overcome those obstacles to ensure you have strong promotional offers, strategic product segmentation, and new creative ready in the wings when you need them.
Proactivity can also make you nimbler. “Set it and forget it” is an excellent strategy for your Crock-Pot, but it’s an outdated approach for marketing. In our “tradigital” media ecosystem, we need to build for agility. Many traditionally minded media companies—those that rely on ads for revenue—can’t shift quickly enough and might not make it through.
Tight times mean tighter budgets
To understand the need for a proactive recessionary plan, consider the effects of a recession on consumer behavior and brands’ media planning strategies.
As a recession rolls in, consumers make drastic changes to their spending habits:
Combining Physical and Digital Customer Experience: 3 Tactics for Brands
There is a clear trend of B2C brands that once existed only online opening physical locations: Everlane, Glossier, Bonobos, and of course Amazon are just a few examples.
Being online-first allowed those brands to tap into the convenience that digital offers, gradually building a strong audience of loyal customers. Now, the same brands are revitalizing brick-and-mortar retail.
It seems we have gone from physical experiences to digital, and now the pendulum is swinging back to physical. Why is this happening?
Digital transformation is all about moving from the physical world into the digital world. It’s about re-establishing processes and modernizing legacy systems to enable engagement with customers in an entirely new way. However, last time I checked, we still live in the physical world, where experiences can connect with all five senses. Yet, many brands have gone all in on digital, overcrowding customers and relying on two senses: sight and sound. Some 44% of companies have already moved to a digital-first approach for the customer experience, according to IDG.
Thinking of a customer experience in digital-only terms is limiting. I would argue that for brands to stand out and truly capture (and keep) customer attention, they must incorporate physical elements and appeal to all of a customer’s senses.
Like those digital-native brands that are opening storefronts, it’s about striking a balance.
An Unexpected Mailer Breaks Through the Noise
Before I first started wearing my Fitbit, I had no idea how many steps I took in a day, or what times of day I was most active. Introducing a Fitbit into my life allowed me to quantify my activity levels, and it was always gratifying to achieve the “10,000 steps!” buzz and light show on my wrist.
But it wasn’t until I looked at my Fitbit app dashboard that I had real, genuine insight into the step trends of my daily life, and could make actionable changes.
Tracking steps, coupled with an in-app dashboard, surfaced patterns in my behavior. The dashboard allowed me to visualize that data, and I learned that generally, I was most active during my commute times (walking to the bus and my building, and vice versa) and that my work-from-home days were very lazy. (It also showed me that my sleep was less restful even after one glass of wine, but I’ll leave that for another time.)
My experience interacting with my Fitbit is a classic example of where a dashboard takes data to the next level. It captured information about my everyday step trends and translated them into meaningful displays, which allowed me to draw actionable conclusions about my fitness.
You can bring your marketing data to life in the same way. Enter: The Marketing Analytics Dashboard.
What Is a Marketing Dashboard?
Everyone knows that in order for you content marketing efforts to be as effective as possible, you need to have a plan. But coming up with a plan is only part of the solution.
Aligning your team so that everyone is executing on the plan effectively is another part.
Planning and executing on your marketing strategy is one thing when you’re operating solo. It’s another thing when you’re operating as a team.
If you’re in a project management position then you know that aligning your team comes with its own set of challenges. If you want your team to be – essential, in fact – that everyone on your team are working towards clearly defined goals.
Just like you would create a product roadmap, so you should also create a marketing roadmap. A roadmap is a document that plots out your goals and the steps you will take to achieve them within a certain timeframe. At Venngage, we create roadmaps to align our marketing team on our quarterly goals and yearly goals.
I’d be lying if I said that making a good roadmap will solve all your alignment problems. But a good roadmap is definitely one of the key components of aligning your marketing team.
Here’s how you can create your own marketing roadmap that breaks down your goals into concrete, tangible milestones that your team will understand.
Start With Your High-Level Goals
Sometimes, having a great website with great content isn’t enough. Even if you’re doing everything right, you might still fall behind a stronger, faster, better-resourced competitor. In almost every niche, SEO is about more than just improving your site — it’s about beating every other site. If you want to win, you have to do more than put words on pages. To beat your competitors, you have to publish resources. Here’s my take on why, how, and what happens next.
- SEO doesn’t happen in a vacuum
- Good content might not be good enough
- To win, you must solve searcher problems
- Solving problems is resource intensive
- Cue, Gutenberg
- What’s next?
SEO doesn’t happen in a vacuum
To succeed in search, you need to make sure that your website, content, and brand is the best possible fit for your audience’s needs. You need to be discovered, and be chosen. That takes time, effort, and resources.
But you’re not the only one trying to improve your content. Your competitors are also working to improve their websites, pages, and brands. Depending on your niche, and your location, there might be dozens of other companies who can meet your audience’s needs. Or hundreds. Maybe thousands.
Creating content that doesn’t compete with your eCommerce pages
For eCommerce sites, editorial content can be a fantastic way to attract new customers, build loyalty and showcase your product offerings in exciting ways. One common challenge that can quickly crop up though, is that of duplicate content where blog posts and product pages start targeting the same terms.
Planning and creating well thought out, unique content will mitigate your chances of duplication and benefit your rankings as a result.
What is cannibalisation and how can it affect your site?
Keyword cannibalisation is a scenario in which multiple pages from a domain compete for the same queries, resulting in less stable – and often lower – rankings.
Multiple pages reflecting the same content dilutes ranking signals, possibly limiting ranking potential due to a dilution of link equity on both pages. Reducing your site’s value in favour of cannibalised pages can lead to Google ranking a stronger, more unique competitor page above yours.
Having one page which ranks strongly will see better performance metrics such as visibility and traffic as opposed to having this divided between multiple pages.