When you’re online, whether you’re shopping, working, or just killing time, it’s nearly impossible to avoid seeing videos.  They’re everywhere… and for good reason too, because consumers want them.

So as an authority in the making, video marketing should be high on your list of tactics to work on.

I recently enjoyed a webinar where Conductor hosted Lorelei Orfeo, the Senior Manager of Trends & Content Development at Birchbox.  Birchbox is a beauty products service that has absolutely mastered Online Video Marketing by producing videos for every single step of the buyer’s journey.

Birchbox produces 20 to 25 videos a month.  They are definitely an outlier considering the volume of content they push out, but their efforts have proven to be extremely fruitful.  They are a perfect example of a business that invested in video marketing rather than just dabbling in it.

While producing 20-25 videos a month might not be practical for everyone, Birchbox shows what total commitment looks like and what kind of results are possible.

Birchbox currently has over one million active subscribers.  They produce videos to reach new customers and actively keep current customers engaged.  Some of the different types of videos they produce include the following…

• Tutorial Videos
  One of the most successful series of videos released by Birchbox are tutorial videos showing people how to use products correctly as well as offering helpful tips.  These videos are providing a free service to the public as well as increasing brand awareness and fostering brand loyalty. 

   

• Announcement Videos
  Announcement videos are used whenever a new product or feature is being introduced.  Announcement videos are becoming increasingly popular, especially since they’re used by some of the biggest and most successful brands today- like Apple. 

   

• Unboxing Videos
  Unboxing videos are simply videos of someone unboxing a product.  They show people exactly what to expect when ordering a specific item and they are incredibly popular on YouTube. 

   

Where to host your videos

A well-executed Video Marketing strategy often involves taking advantage of several of the video hosting options available.  While some businesses still swear by self-hosting content, Birchbox has successfully used a multi-platform strategy to dominate their market.

They create and alter their content based on the platform they’re uploading too.  Your video might not be a one-size-fits all piece of content, especially considering sites like Instagram and Snapchat, where videos can only be seconds long.  Videos need to be created to fit specifically where they’re going to live, not only from a technical standpoint, but it’s also necessary if you want to actually connect to an audience.

YouTube – Lorelei explained that customers watching Birchbox videos on YouTube are usually in the research phase of the buyer’s journey.  They are learning about their different options and aren’t necessarily likely to convert right away, but the initial impression has been made.

Lorelei suggests using YouTube for longer videos, from three to five minutes.  YouTube is also ideally suited for evergreen topics because the videos can show up in search results at anytime and shouldn’t have a short shelf-life.  At Birchbox they use bright and slightly oversaturated graphics on YouTube because instead of showing up in a feed with text and photos, the videos are going to be surrounded by other videos and need to stand out.

Facebook – Videos on Facebook have a shorter lifespan than YouTube but, at least for Birchbox, they have higher engagement.  People that aren’t active on YouTube are often active on Facebook instead.  Lorelei suggested trying an all text video for Facebook or videos that don’t require sound.  People browsing Facebook on their phones don’t always have headphones in and are more likely to scroll past a video with dialogue.  Also consider trying Facebook’s intuitive paid promotion to boost your videos impressions.

Twitter – 90% of Twitter users are browsing on mobile, so mobile-friendly videos are a must.  If you have text in your video make sure that it’s big and easy to read.  Twitter is a great place for timely content like breaking news and pop culture.  Also be sure to upload directly to Twitter, don’t link out to another site.

Instagram – You’re limited to fifteen seconds on Instagram so keep it short and sweet.  If you can’t squeeze the necessary content to fit, use Instagram to advertise and link to a longer video.  Don’t just use the first fifteen seconds of the video as a preview either, try to cut a short montage or commercial together instead.

Snapchat/Periscope – Some platforms are introducing a wave of vertical videos.  If a platform’s users aren’t used to turning their phones 90 degrees, you’re not going to be the one to break their habit.

Conclusion

Every social platform has its own particular audience.  Don’t miss out on a potentially huge amount of customers by avoiding different platforms entirely.

I’ve been guilty of swearing allegiance to YouTube and avoiding uploading videos anywhere else, but once I started sharing content on other sites the impressions were instant.

I was always set on funneling all of my traffic towards YouTube because of the monetization and I also wanted the satisfaction of having all of the views in one place.  I learned quickly that Facebook users were significantly more prone to watch a video uploaded to Facebook over an embedded YouTube video.

Sometimes experimenting might be necessary to figure out what works best for you, but don’t make the mistake of sticking to one platform or just hosting videos on your own site.

Birchbox has built authority from an effective multi-platform strategy and so can you!

Video isn’t just an optional feature to liven up your website, it’s an imperative tool needed to establish yourself as an authority and ultimately increase business.  An effective web presence means taking advantage of the several different social platforms as well as having a purposeful website.  If you’re ready to get started with video – James Wedmore, a well-known online video marketing authority, says that there are five essential types of videos that every business needs to have.

1. About Me Video

Explain who you are, what your business is, and why you do what you do.

Note the lack of a tie and studio backdrop.

This one is pretty self explanatory but people often do it incorrectly.  Sometimes clients will feel the need to present themselves too professionally and leave out any sign that there’s an actual breathing individual behind the business.  That’s a huge benefit of using video over text, people get to see you and actually make a deeper connection to you and your business.  You don’t need to put up a polished Hollywood version of yourself either, in fact that could actually turn customers away.  Good production is important, but don’t get carried away by the presentation, it’s more about YOU.

I have worked with several clients that absolutely dreaded the thought of sitting in front of a camera.  After convincing people to scrap their script, whether it’s on paper or rehearsed in their head, the conversation instantly becomes more casual, welcoming, and better all-around.  Once the dialogue starts coming more naturally any anxiety is usually relieved.

Unless you only identify yourself by your occupation, it’s good to share something somewhat personal- like a hobby or interest.  Even if you’re an avid fan of a potential client’s rival team, it still humanizes your business and connects to people beyond a typical elevator pitch.

One of the key topics James Wedmore addresses is the idea of selling your business by showing your passion for it.  Tell viewers why you do the work that you do.  What career path led you to where are you now?  What motivates you?  What excites you?  People instinctively equate passion with knowledge.  If I believe that you love what you do and are invested in your industry, I’m more likely to believe that you are not only knowledgeable, but you keep up with changes and innovations in your line of work.  I wouldn’t expect an authority to be a clock-puncher that doesn’t truly believe in whatever their producing.

If your business is made up of a team of experts, consider having individual bio videos or a single video highlighting multiple authorities.  These videos are an opportunity to introduce key players in your business.

2. YouTube Video

Provide engaging, relevant, and valuable content for free.

James Wedmore teaches viewers something he knows about Video Production- a great example of providing value.

Post valuable content for free by publishing it on YouTube.

You might think that YouTube is only for videos of cats, but the truth is that most business are taking advantage of the World’s second largest search engine.  Commercial (sale-sy) content isn’t really suitable, but videos that provide some level of value are perfect for YouTube.

This week I replaced the sink in my kitchen with help from a YouTube video showing me step-by-step how to remove my old faucet and replace it with a new one.  The plumber took the time and money to produce a high quality video showing people how to do something that he hopes to get paid for.  It doesn’t really sound intuitive- teach people how to do a service themselves (for free) instead of actually getting paid to provide that service, but the video actually helped increase his web traffic and also significantly helped establish himself as an authority in his trade.  While I was able to successfully replace my sink on my own, if I had a bigger project like replacing my boiler, I would definitely consider his services before blindly selected a plumber out of the Yellow Pages.

Maybe you’re not a plumber, but regardless of what your business is you will inherently have knowledge that others don’t have.  Even if it’s only applicable to a very specific industry or region, that knowledge will be useful to the exact people you’d be hoping to target.  It doesn’t have to be a how-to video either, it can be anything really, as long as you’re providing value for free.

James Wedmore said that at conferences he asks attendees to raise their hands if they’ve purchased material from him before.  Then he asks if those customers watched a free video before making a purchase and the majority of the hands stay raised- Proving that by providing free content, he’s been able to convert visitors into customers.           

3. Squeeze Page Video

Get their email address!

Provide something of value in exchange for opting-in.

A squeeze page is a type of landing page designed specifically to get a visitor to opt-in or sign up for a mailing list.  They’re also known as Lead Gen pages.  Don’t make the mistake of overlooking the importance of getting someone’s email address.  This is your lifeline to a potential client.  Rather than hoping they find their way back to your website, put the content you want them to see right in their inbox.

Be sure to give something in exchange for someone’s email address, like an ebook, whitepaper, infographic, or exclusive video.  When you gate the content by requiring an email address you begin to create a mutual relationship with your client.  Instead of just giving away content you can start to ease into new expectations where you, the provider, expect something in return.

Make sure you don’t send spam too.  Ever.  Don’t betray someone’s trust by abusing access to their inbox.  When you ask for someone to opt-in and receive emails about your business, tell them exactly what to expect, whether it’s daily updates or special offers.  Anything outside of the original perimeters could be considered spam.

4. Sales Video

Sell your product or service.

Here’s a video where James Wedmore talks about a product he is selling.

The most persuasive video is often the one that causes the most anxiety.  It’s hard to sell something without sounding like a salesman but if there is ever a time, it’s now.  You’ve invested your time and resources on the visitor so don’t think of it as a cold sale.  That’s why it’s important to do the business videos in the correct order.

Be as clear as possible when describing your product or service.  How will it benefit its users?  Why is it better than what competitors are offering?  If you actually believe in your business and are passionate about it, that language will translate perfectly through video.

What your business does will ultimately shape what your sales video looks like.  For some, your sales video might look like a television commercial, while for others- a testimonial video could be more fitting.  Make something appropriate for your audience and convert those views into sales.

5. Product Video

Convert your knowledge into a sellable product.

Remember that you have knowledge about your industry that is valuable to potential clients and even people outside of your target market.  Video is a perfect way to package that knowledge and make a product that can be sold or distributed.  For example, if you own a t-shirt printing business your sales video will be about t-shirts but your product videos might be about the art of screenprinting.  You’re already selling t-shirts, but your insider knowledge can be sold as a product too.

Since this type of video is outside the scope of your normal business, you might not think of it as an ‘essential’ video to generate sales, but it’s an important step towards becoming an authority.  A good routine to start shaping what a product video might look like for your business is to to think about what industry-specific questions people typically ask you. The result may be similar content to your YouTube videos, but to take it a step further, package that same type of video into an online course or even a book.  If you get stuck, just remind yourself that the overarching goal is to provide VALUE.

Conclusion:

These five business videos will help you lay the groundwork for an effective web presence and improved online video marketing.  In order to become an authority in your industry you need to provide valuable content to people and establish yourself as someone that’s knowledgeable.  Through video you can provide useful content, both free and paid, and you can begin to build a reputation as a thought leader.  So what are you waiting for?