[Video] Marketing Academy Secrets: How to Use Video to Market Your Business Online
By Seth Price
About Inbound Marketing
In episode 12 of Marketing Academy Secrets, we reveal some best practices for using video to market your business online.
So now that cameras and phones and digital devices are so cost effective, there’s no reason why you shouldn’t do video. It’s really simple to do a complete setup with lighting, sound, and a decent camera for less than $200. And one of the things that’s really great about video is that YouTube is the number two search engine in the world. So there’s an opportunity to tap into a bunch of viewers and searchers who you wouldn’t normally have access to.
The first thing I would do is look at who’s doing video successfully in your niche. Do YouTube searches on the types of things that your consumers would be searching for. So, whether those videos are about geographic areas, searching for homes, mortgages, or first-time buyers, those types of topics may be a good fit for you. Then I’d see what type of traffic they’re getting and what type of production value they have (Do they have good lighting? Do they have good sound? Are they engaging?). You really want to get a sense of the lay of the land. The next place I would go is Vimeo. Vimeo tends to have a higher quality of video than YouTube, and you can get a sense there of a different type of audience since it’s not at as large of a search engine. However, you do get all different types of video there, so it’s a good place to look for examples from your competitors.
Once you see what’s out there, the next thing you want to do is come up with a list of topics. And for us, we’re doing how-tos. So, most of our videos are about how to do the things that we do on a day-to-day basis from marketing. And then we share that with our audience. We also do videos when we release products. So whether we have a new theme that’s coming out or we’re releasing a new product feature, we get on camera and we talk about what it is, why we like it, and we try to add a personal feel to it. You want to be able to do that with your consumers as well.
So now that you’ve got your list of topics, the next thing you want to do is come up with titles. Titles are really important because titles are calls to action and they can inspire someone to watch your videos. For each topic, you really want to spend time coming up with a great title because that’s going to be the difference between someone clicking on it and actually viewing it or someone just passing it by.
Shorter Is Better
Short videos are better for consumers. As you get better and build an audience, it may be OK to go longer (say four, five, six…maybe even ten minutes). But in the beginning, keep them short and sweet, because someone is just testing out the quality of what you do. They’re testing to see if what you present is going to be a good fit for them. So, make it easy and keep it under two minutes, and that way you’re not under as much pressure to put together a really long script.
Lighting & Sound
I’d say the two most important things when it comes to making videos are lighting (we’ve put together some simple lights here that I think we ordered on Amazon for less than $100) and sound. Get a good microphone because most people shy away when they start a video and the sound is popping and cracking or it’s hard to hear the person. So, you want to make sure that you have a good microphone and good lights and that will be a start to getting a decent video.
Sometimes it’s uncomfortable to be on camera. And what I find is that the more you do it, the easier it is to do. It’s not one of those things that you’re just generally born doing, although I know some people are born performers. But really, everyone has a message to tell. And if you’re passionate about your business, you should be willing to get on camera and articulate that passion to your audience. Until you can afford talent, there’s no one better to do it than you and probably no one who is going to be more motivated. So, get your camera, put it on a tripod, get some lights, get a decent microphone, and last thing: get someone to help you. It’s always great to have someone on the other side of the camera who can help make sure that the sound is on, that the lights are working correctly, and that you look decent on camera. So, give it a try!
Have you had success using video as part of your real estate marketing strategy? Share your thoughts in the comments section below!
Published on September 24, 2013
Written by Seth Price
Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s a founding team member and VP @Placester, author of the bestselling small business marketing book, The Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches.