You have been working from home for a few months now and everyone is getting little stir crazy. It’s been a difficult year so far, but there is a silver lining. While you have been in Zoom video meeting after Zoom video meeting from your home office (or couch), you have been preparing for your newest digital marketing asset – video. Video marketing is not only possible from home – it’s possible on a budget!
So many B2B companies neglect videos in their marketing efforts because they think it is time-consuming, expensive, and no one on the team wants to put themselves out there in front of a camera. Well, guess what, you and your team have had practice in front of your computer video cam, now it’s time to start creating video and engaging more of your ideal customers online.
Here is a guide to begin incorporating video into your digital marketing.
Why Video Marketing?
To understand why it’s so important right now to incorporate video into your marketing, let’s look at some stats.
- 74% of all internet traffic is video.
- 87% of marketers use video in their marketing strategies.
- One-third of the time people spend online is watching videos.
The facts make it evident, but here are some actionable reasons why you need video in your marketing strategy.
1. YouTube is the second largest search engine behind Google
What does that mean for you? If you create video consistently for your company, load it to YouTube and optimize it for search, you can reach more people and more ideal buyers.
Pro Tip: Use the videos you create to run targeted YouTube ads for lead generation campaigns.
2. You can explain complex ideas in a shorter amount of time
It’s been said that 1 minute of video can equal as much as 1,800,000 words.
Video allows you to explain and SHOW complex ideas in a short amount of time. This is especially helpful for extremely technical businesses in the engineering, manufacturing, construction industries (to name a few).
3. You create trust faster through video
Putting your people in your videos creates face-time with your prospects before they ever contact you. By having a video presence, you can establish a relationship with website visitors and social followers before they are ready to contact you for a sale. The earlier on you can create that trust, show authenticity and thought leadership, the more likely you are to land the sale.
If that isn’t enough incentive, maybe this will help: You can do video marketing REAL cheap.
How? Read on.
Affordable, Quick Videos For Businesses On a Budget
It is a common misconception that video is for companies with big money to throw at marketing. Not true. Video doesn’t have to be expensive or a big production.
You probably already have what you need to get started:
- Laptop with a video camera or a smartphone
- Willing and knowledgeable team members or industry experts
- A topic that resonates with your ideal customers
- i.e., common questions they ask your sales team
- A free video editing application.
- iMovie is a great free tool for Apple users
- A company YouTube account
The key to a successful, low-budget video is making sure it is aligned with your current marketing efforts. If you have a digital marketing strategy, make sure your video content is aligned with your current campaigns.
Types of Low-Cost Marketing Videos
There are plenty of different types of videos you can create on a budget. Here are a few of the best ones for beginners and beyond.
Talking Head Or Explainer Videos
Talking head videos are recorded footage of someone talking in front of the camera. These videos require less effort for setting up and prepping.
These videos are best for:
- Explaining your products or services
- Answering frequently asked questions
- Showing thought leadership and introducing your people
Here is an example from one of how we define the Ideal Customer Profile:
Screencasts & Demonstration Videos
These videos are great for technical how-to content. They can be done by filming a subject matter expert doing step-by-step walk-throughs with your products or can be done by using a screencast of your computer with a voice-over. Longer versions of these videos (30 minutes or more) can be considered webinars, which you can use for lead generation.
Here are some examples:
One of our highly-technical clients, an HVAC Manufacturing Supplier, R.L. Deppmann regularly uses demonstration videos in their Service Tip of the Month blog series.
Here is a video we use to show how to connect your social media accounts to HubSpot:
Want to see more examples of the types of Videos you can create? Download our Video Examples Slide Deck.
Steps for Creating Low-cost Videos for Your Business
Once you have the equipment we listed earlier, you can follow these steps to get started.
1. Write a simple script or outline
A simple script can be a great guide for the team member or expert you are recording. But this isn’t necessary – if your talent is a subject matter expert you can prompt them with a list of questions.
2. Set up your camera in a good location
Set up in a location with little background noise, sufficient lighting. Prop up your laptop on a box so the camera is eye-level or put your smartphone on an inexpensive tripod. A steady camera is key. At the very least grab a co-worker or your favorite kid and tell them to keep their hand really still.
Pro-Tip: If you use your phone, make sure you record your video in landscape format, NOT vertical – unless it is for an Instagram Story.
3. Record multiple clips and edit them together
Don’t put a ton of pressure on yourself or the subject of the video to get a perfect recording on the first try. Record it a couple of times and do it again and rephrase your information. Then, edit the pieces of the footage together that you think does the best job of communicating your material.
Pro-Tip: The most engaging marketing videos tend to be 1 minute to 90 seconds long. Consider this when writing your script and editing.
4. Add the finishing touches
Once you have edited together the best footage, add an intro and outro clip to the beginning and end of your video. These are also called your company’s “video bumpers”. They should have your logo and company website URL or contact information. They don’t have to be super amazing with crazy graphics, It can be as easy as putting your logo on a white slide with some royalty-free music fading out as your video begins and ends.
By adding bumpers and music to start and finish all your videos, you’ll have brand consistency and you will elevate your home recording to a business professional video. You can use these free tools to find royalty-free music or to create your video bumpers.
5. Promote your video
There are so many ways to make sure your ideal customers are getting their eyes on your video. Here are a few:
- Upload your video to YouTube
- Share it on your company social media
- Embed the videos on relevant webpages and blog posts
- Share links to your videos in marketing emails
Pro-Tip: If you upload your video to YouTube, make sure you optimize the video with a keyword-rich title and video tags, also include a link back to your website in the video description. This will help your video be found in search and get viewers to your website.
Video Marketing -Just Do It!
When it comes to pulling the trigger on video marketing, listen to Nike: Just do it.
If your fears of putting yourself in front of the camera have stopped you before, it can’t now. It’s not complicated like those weird TikTok dances. At the very least, plop down in from of your laptop camera, hit record, and start talking.
If you need more video recording tips. Download our Video Filming Best Practices Tip Sheet. Or if you want more guidance on how to incorporate low-budget video into a digital marketing strategy, talk to Megan.
She would be happy to get on Zoom with you to discuss how we can help.