Video marketing is critical for building an online brand in 2018. According to WordStream, 51% of global marketing professionals rate video as the most effective way to reach customers and grow a brand. It will be even more important in the next few years. According to one estimate, 80% of all internet traffic will come from video by 2020.
Despite its many benefits, many marketers are reluctant to use video marketing. It is a daunting medium that can be difficult to tackle. However, if you have the courage to engage in it, you will see impressive results.
Here are some primers to help you get started.
How Video Helps Position You as an Expert
Many people aren’t used to engaging with people outside of their office. This is especially true for a lot of home entrepreneurs.
You may be used to working in your pajamas or going a week without shaving. This may not be a big deal when you are communicating solely over email each day.
You can’t think like this when creating an online video. You need to make a good impression with your viewers. Otherwise, they won’t pay attention to your message, no matter how amazing it is. They will be distracted by your unprofessional appearance, which will taint anything you have to say.
The good news is that you won’t need to make a huge business or life shift to adjust with these changes. Instead, online video and marketing platforms have made this process a whole lot easier. For example, Kajabi has helped brands of all sizes, and one-person entrepreneurs alike, to go live with knowledge commerce businesses of their own, without the skills and training that many other solutions require. The benefit here is that anyone can get started selling access to rich video content, with zero technical knowhow necessary.
Anyone can start recording video from their mobile devices, and uploading them online is as simple as a drag and drop. In short, Kajabi provides digital entrepreneurs an all-in-one platform that enables them to create a life of freedom on their terms, whatever that may look like.
Whether you are a founder of a 1,000-person company, or still running your business from the comfort of your home, it’s important to have access to the right tools and platform that allow you to use online video on a daily basis.
Online Video + Webinars = Proven Success
A webinar is a presentation that is streamed over video to attendees that may be located all over the world. A lot more video marketers are using webinars these days, since they are so effective. On average, marketers generate 20-40% of their leads from webinars.
While the ROI of webinars is often enormous, many marketers are reluctant to take the plunge and host one. This is understandable, because running a webinar can be very stressful. You don’t get any second takes if you say something incorrect or have trouble enunciating properly.
But you should still take the initiative. Try not to let this get you discouraged about running a webinar. While streaming live can be nerve-racking, the benefits are also huge. You get to engage with your audience in real-time and answer specific questions they have, which is much more effective than just syndicating your videos to YouTube and other video sharing platforms.
Video Marketing Is Key to Your Success
Video marketing is a $10 billion industry. Many people believe this means that videos are powerful enough to generate traction all on their own. Unfortunately, it takes a lot more effort to create a viable video marketing strategy.
You will have an easier time understanding this by drawing parallels to your initial experiences as a blogger. Most bloggers remember how frustrated they wear when they first got started. They spent hours creating exceptional content, only to find out that nobody was reading it. They learned the hard way that they needed to spend a lot of time and money promoting their site before it can generate traction.
The same principle holds true for video marketing. People aren’t going to just stumble across your videos on their own. You need to work hard to promote them. Rafi Chowdhury, a successful blogger and online marketer, says that his video marketing strategy is successful because he promotes across many different platforms. While it might look like Rafi is a world-renown professional with millions of dollars in his marketing budget, this is something anyone can accomplish if they are willing to put in the time and effort.
Building Your Brand with Online Video
Don’t assume that you are trying to build a new brand from scratch when you come up with a video marketing strategy. You already have an established brand image that you’ve built through face-to-face connections and other digital marketing initiatives.
Your video marketing strategy should complement existing elements of your online branding. Before you begin creating and syndicating video content, you need to identify the core message you are trying to convey. It should be the same branding message behind the rest of your marketing campaigns.
It is easy to lose sight of this when you are creating video. Some marketers want to create video that resembles entertaining content they watch on YouTube. They feel less inhibited when they are in front of the camera and try to be a little sillier than they normally would. This approach can undo months or even years of hard work building a reputation for professionalism.
Make Sure to Stay Personable and Transparent
Building trust is one of the hardest parts of growing an online brand. It is easy to see why when you come to think of it. Lots of unscrupulous companies hide behind the anonymity of the Internet. This means that companies that want to establish brand images based on trust must work a lot harder.
Video marketing is a proven way to build trust. However, it only works if you are determined to be genuine and transparent. You have probably seen plenty of video tutorials on YouTube where the creators don’t even use their own voices in the audio tracks. They simply show screen captures with text titles.
In order to establish trust with your audience, you must do the following:
- Be your true self. Be upfront about who you are. Don’t try using some vague pseudonym. Don’t try altering your personality. Most people are pretty astute these days and can see a poser from miles away.
- Don’t try to sugarcoat anything. If there are still some bugs with one of the products that are still in beta, you don’t want to lie about that. You can tell people that you are still working out some kinks with one of your designs. Don’t try assuring them that everything is perfect already. They will have unrealistic expectations if your product hits the market and there are still some issues that need to be resolved.
- Share more than necessary. Video can be a great way to showcase your workplace and other details that people won’t otherwise get a chance to see. This helps them feel like they have a much more personal connection with you.
It isn’t easy to be so open over the Internet. But it is necessary if you are trying to build your brand through video marketing. People need to know who you are before giving you their trust.
Video for Powerful Branding
As you can see, video is the future of content creation on the internet. It’s not just for businesses and brands, it’s for everyone – and it’s now in demand more than ever before.
Video has a great ROI and is being used by brands in all industries. Right now is the best time to take advantage of not just video, but also the many online solutions and platforms that have created successful businesses and services around it.
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