How to Create Winning Marketing Videos

How to Create Winning Marketing Videos


Video is a powerful tool. From 30-second ads to in-depth tutorials, each one of your marketing videos has an important role to play in helping buyers understand and choose to commit to your product.

But how do you create a winning marketing video?

In this blog post, I’ll share four critical components for producing amazing videos. I’ll explain why buyers must know, like, and trust your brand for your videos to be impactful, give you a simple four-step formula for creating effective videos, share tools you can use to create affordable videos and give you easy ways to promote and repurpose videos for greater impact with your buyers.

Why Buyers Must Know, Like And Trust Your Brand

While video is a powerful medium, making it work for your brand has more to do with strategic positioning than simply hitting record. Before buyers become customers, they must know that your brand exists. For buyers to want to pay attention to your brand, they’ll need to like it, and before they commit to your company, they will need to trust that it can deliver on its promises.

And when it comes to applying this concept to create marketing videos, using a video marketing funnel is most effective. A video marketing funnel consists of various types of videos created for the top, middle, and bottom of your funnel. 

Top-of-funnel videos introduce your brand to strangers looking to answer important questions that they just become aware of. Middle-of-funnel videos position your brand as a likable source of information and potential solutions provider, for now, problem-aware needs. Bottom-of-funnel videos develop the right amount of trust through in-depth videos about your product, video case studies, and testimonials that prove your solution works.

Together, videos in your video marketing funnel form a clear and cohesive marketing message. As buyers become exposed to your brand they can’t help but appreciate how readily available information is packaged, giving them all they need to move along the buyer’s journey.

How To Create Marketing Videos In Four Steps

Creating a winning marketing video may seem like a tall order. After all, there is a lot to consider. How long should your video be? How much information should you share? Who is your video for? The great news is that winning marketing videos are based on a simple and duplicatable formula. Here’s what that looks like.

1. Learn About Your Audience

Whether your goal is to create and monetize memberships sites or sell software online, you must know who your audience is. By developing a persona, you take unclear information and assumptions about your ideal customer and turn them into cold hard facts that you can use.

Personas help identify demographics and psychographics. You learn about what really moves your ideal customer. And that’s important. To create effective videos you’ll need to be able to engage with your audience by zeroing in on what matters most to them, something only a well-defined persona can provide.

If you’ve struggled to develop personas before, try this free customer avatar worksheet from DigitalMarketer. It includes everything you’ll need to create well-rounded profiles.

Image: DigitalMarketer

2. Create A Powerful Hook

A hook is the first idea you introduced to your audience. It has to be a strong and clear concept that’s also revealing. It also needs to happen fast. The first few seconds of your video matter. According to YouTube, the first 15 seconds of your video directly influence how many people continue watching it.

How do you create a powerful hook?

Lead with a very specific and targeted message for your audience. Take this example from Neil Patel. In his video and how to build pages and rank number one consistently on Google, Patel demystifies the idea that ranking on page one has to do with unknown factors. 

He clearly states that there is a formula that anyone can copy to generate results. If you’re looking for SEO tactics to get your page to the top Google rankings, this hook will definitely appeal to you.

Video URL: https://www.youtube.com/watch?v=LEUb_wTHv4I

3. Winning Marketing Videos Share Valuable Information

The most effective marketing videos are packed with nuggets of information. They give viewers context and insight on the topic. Often, marketers struggle to determine how much information to share. A good rule of thumb is to get specific but stay on topic. 

For example, in Neil Patel’s video, he stays within the boundaries of the topic but gives his audience context for one of these tips about the length of keyword titles. Patel shares that shorter titles work well today because they are more optimized for mobile users.

As you plan videos,  keep in mind that you don’t have to share everything in just one video. The buyer’s journey is all about discovery and learning, and buyers tend to get overwhelmed when presented with too much information too soon.

If you are still not sure what your audience needs to hear in your video, use the before and after grid. It’s a simple way of determining where your buyer is in their journey and how to get them to where they want to be. It’s based on the understanding buyer before and after states.

By identifying your buyers before and after states, you can bridge the gap with the right amount of information to help them along their journey. DigitalMarketer applied the same methodology when creating a before and after grid for their premium product DigitalMarket HQ. 

You can take this approach and apply it to every piece of marketing content to create, including your videos.

Image: DigitalMarketer

4. Close Your Video With a Strong CTA

There’s no dismissing the importance of calls to actions. Without them, gaining any form of marketing traction would be extremely difficult. And today, for your calls to action to be effective, they have to be value-packed. Don’t stop at telling viewers what to do, give them a good reason to take action.

At the end of Neil Patel’s video, he tells viewers that if they need help dominating page one of Google they should check out his ad agency. While a simple call to action, it’s effective. Having watched his video, it’s easy to see that Neil knows what he is talking about. Wouldn’t you want to work with someone who has proven results?

Affordable Tools For Creating Marketing Videos

Video used to be a difficult form of content to create. Today, that’s changed. You don’t need a big budget or a large production team to create engaging videos for your brand. And to help, I put together a list of four tools you can use to create powerful videos.

Wave.video

Wave.video is an online video software tool. It’s filled with hundreds of customizable templates that you can use to create videos. It also comes with editing capabilities to trim, crop, and resize your video. 

And you won’t need to go far to find content to use in your videos. Wave.video comes with a database of 400 million elements. You get stock footage, a music library, can add text, GIFs, and stickers to help you create amazing videos.

You can get started with Wave.video and a free account. It will give you unlimited social media shares, up to 15 seconds without editing, and access to two million royalty-free video clips and images.

Learn more about Wave.video.

Promo

If you’re looking for an alternative to Wave.video, try Promo. Promo comes with a large library filled with 25 million elements (including videos and stock images from Getty and Shutterstock). Like Wave.video Promo also has a handy drag-and-drop tool that makes creating videos a breeze. You can add anything from text to images, your logo, and more to create your perfect video.

While Promo doesn’t offer free downloads, you can create a free account. Once you’re ready to export video, you will be directed to choose a pricing plan that works for you.

Find out more about Promo.

TinyTake 

Looking for a way to create screencasts? TinyTake is one of the easiest tools to use. Unlike others in a list, it’s one you need to download, but it’s worth the effort. You can capture screenshots, make annotations, and capture 120 minutes of WebCam footage. TinyTake also comes with a built-in YouTube uploader to help you quickly and easily share your new marketing videos with the world.

TinyTake offers a free account. Regrettably, it’s only for personal use. It records up to five minutes of content, offers 2GB of online storage space, and provides access to TinyTake’s online web gallery.

Learn more about TinyTake.

Loom

Loom has fast become an Internet favorite. It’s the screen and camera recording online tool that is super-easy to use. Like TinyTake, Loom comes with the ability to annotate videos. The only drawback is that the drawing tool isn’t as neat. It relies on freehand movements which can be difficult to master with the mouse. 

Loom allows you to create high-quality videos that include a facecam bubble and custom recording dimensions. You’re also able to trim videos, get reactions in the form of emojis viewers can click on, and add calls to action. 

Loom is available on a basic plan. You’ll be able to get standard quality videos (with a cam bubble), trimming capabilities, and GIF thumbnails.

Learn more about Loom.

How To Promote Videos

To get your videos out there, you need to take a strategic approach. Today, people turn to search engines like YouTube and Google for content. For your videos to attract the widest audience, you’ll need to focus on organic reach and paid promotion.

Organic Reach

While there is a lot that can be said about SEO, it’s not nearly as difficult as it sounds for video. To optimize your videos, add keywords to your title, description, and tags. But do so sparingly. YouTube and Google are great at detecting spam and using your keyword too often will look spammy. 

When it comes to using tags, use Brian Dean’s TAB formula. TAB stands for Target, Alternative, and Broad. This formula is easy to follow and will play well with YouTube’s algorithm.

Here’s how it works:

  1. Identify your target keyword and add it as your first tag. (Example” “WordPress theme”)
  2. Next, search for two-to-three alternate keywords related to your target keyword. (Examples: “WordPress theme pack” and “WordPress template”)
  3. Use one broad keyword that’s related to your niche. Your broad tag is used to tell YouTube what your video is related to. (Example: “WordPress”)

Paid Promotion

Most brands see paid advertising as a gamble. But that’s not true. Whether your teaching yoga class online or selling sneakers, when you have a good handle on who your audience is and where they congregate, paid advertising becomes an investment. You’re able to gain direct access to a group of buyers ready to take the next step on the journey. 

Dedicate some budget to paid advertising. It will help you reach more of your ideal customers sooner, giving your videos a chance to work with you.

How To Repurpose Videos

Repurposing content is one of the best-kept secrets of effective content marketing. It helps to easily fill content marketing calendars with valuable material and keeps your brand top-of-mind. When it comes to videos, they’re always filled with valuable content that you can take and tweak. Here are four ideas you can use to repurpose your marketing videos.

  1. Create snippets of videos that can be used on social and linked to complete video/landing/product pages.
  2. Create stills for social media posts and stories.
  3. Pull powerful quotes and text from videos for social media posts/ads.
  4. Convert video snippets into audio and share them on social media. 

Wrapping Up

Video is a versatile and amazing tool. Whether your goal is to make money with live streaming videos or produce powerful ads, creating winning videos isn’t rocket science and they don’t have to be expensive. Before you hit record, learn about what matters to your buyer, develop a strong hook, think about how you can add value to their lives, and give them direction on what to do next.


Author: Amir Shahzeidi
Bio: Amir is the digital marketing manager at Uscreen, an all-in-one video monetization and OTT platform provider that empowers video entrepreneurs and creators to monetize their content and build thriving businesses around their videos.

What is Uscreen?

Uscreen is the leading turn-key video content monetization platform that helps creators from across industries and interest groups sell their videos online.



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