Video. Video this. Video that. Audience engagement. Brand retention. Sales. Happy times.
We’ve heard all of this before. ‘Why you should be video marketing’ has been on the headlines for quite some time now and we’re somewhat surprised that people still need convincing.
We all know that video is the biggest trend for a good reason: because it works. Every day, more than 500 million hours of video are watched on YouTube alone. Over a third of the activity that takes place online involves watching videos. Not only is video a popular medium for consumers, but it works for marketers just as well. Video marketers get 66% more qualified leads each year, and they have a 54% increase in brand awareness.
But you already know all of that, don’t you? You don’t need statistics to prove it—so why aren’t you already doing it?
Because of all the B.S.
Business strategies, that is. There are too many people who are getting stuck on their video marketing strategy. They’re waiting for the right resources: a 10-page strategy PowerPoint, a buyer persona document and solid branding guidelines that will make it easy for them to produce video content that meets their specific needs and goals, among others. The thing is, the immensity of completing every step in that process can be overwhelming and can actually prevent you from ever getting started with your first video.
Here’s a secret: while all of those things are important for your business to have, you don’t need any of them in order to start video marketing.
It’s time to stop making excuses (‘There’s just not enough time!’ ‘Well, I don’t have a…blah, blah, blah’) and start creating quality video content. Instead of all the fuss and fluff, get in there before it’s too late: before your business is left behind, forgotten about, or simply overwhelmed by the weight of marketers who are already taking full advantage of video opportunities.
“ You have to be seen in order to be heard—and it’s time to make sure that your voice is out there and you’re able to present the right platform for your viewers.
If you’re struggling with getting video marketing off the ground, then perhaps you need to try a different approach—a ‘jumping in head-first’ approach.
It’s hard to get video exactly right the first time. You’ve seen it before: the struggle to get that perfect take, or the perfect video combination for your audience. You don’t need perfection to get that first video published! The great thing about digital media is that you can continue to improve. You’re able to test your content, see what works and what doesn’t, and move forward with better content in the future. Instead of aiming for perfection and refusing to post a video until you’ve reached it, consider how the content you’re already creating can become an introduction that will help spread the word about your business. 92% of video viewers who use mobile devices are known to share video content with others—but here’s the thing, they can’t share content that you haven’t created!
So, how do you get started?
Gary Vee offers some great advice about creating awesome video content: “document it, don’t create it”. What is your business already doing that you can capture on video and share with your viewers? Can you take them behind the scenes? Document a new product or service that you’re offering? Don’t get caught up in the vision of who you want to be on camera; instead, be real. Give customers a genuine look at who you are and how you can answer their key pain points, transforming the way they do business or the way they do life.
Whatever you’re already doing with your business, record it! After all, if it’s not online, did it really happen? Capturing that video and sharing it with your customers will help increase their appreciation of events that are already taking place.
Ready to get started? Here are a few simple steps you can take:
- Inject video everywhere. Brainstorming a new project? Kick-starting a new campaign? Including video in all of your marketing conversations will help make video a requirement rather than ‘nice-to-have’.
- Get your employees excited about video. Shape a culture that is ready to be recorded and encourage employees to participate. Remember that video evokes emotions in people, including the people who make it.
- Find the perfect resource. Perhaps you don’t have the time or energy to do video in-house. Luckily, with video-demand growing rapidly, there are plenty of other options available to you (freelancers, hybrid agencies, content production houses, you name it). It all depends on your budget.
- Plan your content. Chances are, you’ve already created a content schedule that’s designed to help you reach your content goals. Now, adapt that calendar to include video.
- Lights, camera, action!
Remember that you can always go back to your complicated strategies, buyer personas, and other documents. They’ll still be waiting for you.
What are your thoughts? Do you have trouble getting video marketing off the ground? What do you find is the biggest hurdle? Let me know in the comments below!