Making Sense of Funnels When it Comes to Video Marketing

Making Sense of Funnels When it Comes to Video Marketing

If a video is created and nobody sees it, what was the point of producing it? If you have insight into your marketing funnel, you’ll be able to refine your messaging, be more efficient with your online advertising, attract more prospects, and increase overall interaction with your video.

The image you see above is a fairly basic flowchart that I built on Creately. The goal of using charts like this is to understand how the marketing funnel works in relation to your video marketing strategy. For today we are going to keep it simple. If you haven’t checked out the last blog on the 3 most important videos to have, check that out HERE. These videos will help give you some context to the flow chart.

Like any other marketing strategy, you need to understand where your audience is online. Sometimes you might think you know, but the data tells you something different.

For this example, we start with the red boxes for the promo video coming from Facebook ads, Instagram Ads, and Youtube Ads. The job of these types of videos is to catch the viewer’s attention and get them interested in learning more about your organization. Engagement will determine if they move onto the next step. Engagement can be video views, likes, comments, shares, saves, etc., on that post. If the viewer does not engage, more often than not, they will not be interested or targeted again. If they engage, they have a few options; They can click on the Call to Action or CTA, which would take them to their website or landing page or not take action. If they do not take action, they will primarily be targeted with the same ad at either the same platform or a different platform, and that’s okay. It’s possible they just weren’t ready to learn more, or they were preoccupied with something else (let’s face it we all spend too much time on social media when we shouldn’t right?). This is where retargeting comes in and is super powerful. It often takes anywhere from 6-12 touches to get a customer so having these retargeting methods is crucial.

If they do engage with the video and they do click on the CTA to the website or landing page, this is where your main branding video and testimonial video(s) kick in. The viewer will now be able to dive deeper into your brand, learn the core offerings, and make you unique and different with the branding video. The testimonial videos will be able to provide authentic experiences and results from a variety of different customers/clients/families.

At this point, if they do not convert (lead form, purchase, whatever the next CTA is online), they can still get ads from your organization. Again it might just mean it’s not the right time, and they are looking at other options, etc. It is not necessarily a loss. With them still being targeted from ads, you can use the promo video again (as we have here) or use a new video (perhaps another testimonial) to help showcase that value.

If they convert on the website, then great! Assuming you have a social pixel/google analytics, you can use the data to help hone in on your initial audiences and create duplicates of that audience for targeting. This will help with several things, such as the messaging on your copy, lowering your cost per click and cost per lead, and getting a better sense of who online is responding to your message.

Top 3 Videos You MUST Have For Your Organization

Top 3 Videos You MUST Have For Your Organization

Being in business for over five years, you often start seeing patterns of success (and patterns of failures) for your work. From there, you can learn based on experience what works and what does not work for your clients and how your new clients (and recurring clients) can benefit from those experiences.

It’s no secret that having a multi-video strategy will get you the best bang for your buck, and either though having one video is a good start, there’s very rarely a case of a one-hit-wonder in the video marketing world. But while you may have tons of ideas on what kind of videos you need to create, perhaps, you don’t have the budget or don’t have time/resources to work on all 100 of them :).

So in this blog, we will explain the top 3 videos to have, why they are successful, and how they fit into your overall marketing strategy whether you are a private school, business, or non-profit organization. We call this the Sales Video Trifecta.

  1. Branding/Value video- This is the main video on your website, the flagship of your online presence, and perhaps the most important video you can have in your arsenal. This video sets the tone and tells the story of who you are, what you do, and what makes you unique in under 3 mins. While the goal is to help nurture leads, the approach this video should take is more of an emotional connection to the audience and is not necessarily meant to collect a sale at this moment (though it will depend on the structure of the organization). Having a strong call to action at the end will help continue nurturing those leads more effectively. 
  2. Testimonial Video- Referrals and testimonials are the best way to get new qualified leads. There’s no denying that. Having a video (or in some cases, multiple videos) is a great way to showcase the consistency of your product, service, or organization and how it has improved the lives of the testimonial. Out of the 3 videos, this will most likely be the last video your audience will watch and will help increase the speed of trust for them to shoot you an email or a phone call to learn more.
  3. Promo Video- This video is often the shortest of the three videos mostly because this is the kind of video that will be used in social media ads…in fact that’s what it’s designed to be, to quickly catch the attention of your audience and get them thinking, “huh that seems interesting”, clicks on your landing page to your branding/value video and then they can check out some of the testimonials as well. Generally, you want to keep this video under 60 seconds if you can tell the story effectively in that time. 

While there are many types of videos your organization can create these are by far the most important and have the easiest ways of fitting into your marketing and sales funnel. The best part is you’ll be able to repurpose some of the footage from all three from each other or use footage that maybe didn’t make the cut from the branding video, but makes it to the testimonial video. At the end of the day, the goal is to get more phone calls, more inquiries and ultimately grow your organization.

Video Production Process: Step 1 Pre-Production

Video Production Process: Step 1 Pre-Production

Okay, so the video’s concept, the budget, and the timeline have all been approved by the boss- Woo hoo! That’s always a great first step, but now it’s time to roll up the sleeves and get to work. However, many organizations don’t take the pre-production process seriously enough, or they spend way too much time trying to perfect the script. In this post, we’re going over some things you should expect to go into while in the pre-production process. 

  1. Concept Deep-Dive
    This is the foundation that was pitched earlier in the discovery phase but now is the time to dive deeper. The big question to ask is, how are we delivering the story? Are we using a formal script and a voiceover? Are we using interviews and/or testimonials to help create a narrative? Is there B-roll? How much B-roll? Are we using animation or motion graphics? These will help you with the discussion with your video production partner for the next few steps. Also, make sure that there are clear expectations regarding who’s job is it to do what; otherwise, mass confusion will happen!
  2. Marketing
    This is one that often gets overlooked, but it’s important to understand- where is this video(s) going? How will it be utilized? What channels does it go on, and at what point in the funnel are the audience when they are watching the video(s)? This could affect how the story is developed, especially since some platforms do much better with shorter videos(or even a limit to 60 seconds) than others.
  3. The Story
    This is perhaps the most important step of the Pre-production process. Understanding the story and connecting with your audience on a deeper level is crucial to map out. What does the organization do? What problems are their audiences having? How do they solve it? What is their Unique Value Proposition? What features help them achieve success? How do they overcome objections? What actions should viewers do after watching this video? These are some questions to consider for framing your story structure for interview questions and writing your scripts. You should think about what kind of music will be used, the tone of the video, and finally, how it fits with the organization’s overall brand.
  4. Aesthetics/B-roll
    Depending on the type of video you are creating, this step can be more time-consuming than others. If you were creating an animation video, understanding the aesthetics and style will be important to nail down based on the brand of the organization. If you are shooting a video, then having some key scenes to the film will be important to write down and find ways to schedule them into the shoot day(s) and know how they help support the story being told. It is super important to make sure that every party is in the same boat by setting the proper expectations on the video’s look and feel. After this is done, this is the time to review any storyboards and scripts as needed. Your video production partner will guide you through what is needed to get stuff written down.
  5. Scheduling
    This part is sometimes tricky. The goal should be to keep the shoot as condensed in calendar days as possible. Of course, life never really works out that way, but it’s important to understand how many days it will take to film the video. Some of this should be discussed during the discovery phase just before pre-production. Still, it’s also about coordinating various schedules for the video production partner and the talent, location availability, and any other factors to consider based on your shoot.

This process can be daunting, but it can also be fascinating — lots of ideas and concepts come out, and this is the time to really hone in on the best of the best. However, it’s important to know that just because you have a solid plan doesn’t mean you can’t deviate a bit. In fact, more often than not, you may find opportunities for improvising on the day of filming. If you have a project that’s a bit more formal (like a more scripted project), then be prepared to be aware of any potential challenges that arise and figure out how to address them. 

I hope this gives you some insights on the importance of having a pre-production meeting (or meetings) to ensure your video’s success(s). DO NOT SKIP this step!

The Key to Uploading Video Content on Instagram

The Key to Uploading Video Content on Instagram

This guide will cover how to move and upload video content onto Instagram, especially if the file is coming from a desktop computer. A brief history on Instagram as a marketing tool: In the past, Instagram has marketed itself as a digital photo archive platform. But in recent years, the app began including videos in stories and posts as publishable content. To compete with other apps like Snapchat, Facebook, and Twitter, Instagram entered the digital video publication market on social media.

Because the inclusion of video on Instagram is relatively new, the process of uploading and creating content to post isn’t always intuitive. Instagram offers simple ways for video editing and publication on your smartphone device.

By taking advantage of Instagram’s platform to grow your business through video marketing, you can create a multi-sensory experience for the audience that helps them attain and retain important information about your services and brand.

The Basics

Videos can be uploaded in multiple ways on smartphones. The best file format is usually going to be MP4. Often confused for an upgrade of MP3, MP4 is solely used for multimedia content, meaning files that include audio and visuals.

Instagram caps their video time at 60 seconds. The screen allowance offers a 1080 pixel width and 920-pixel tall experience, which is useful to keep in mind as you edit and upload. This is the allowed video resolution, which indicates the number of pixels Instagram’s software permits for posting multimedia content.

Once you understand the basics of Instagram video file format and resolution, you can dive into how you can get your content on the Gram.

Moving your Files from Desktop to Phone

Publishing video content is similar on both Android and iPhone as the apps are formatted the same. However, if your video file is not already on your phone, such as if it was shot and edited professionally, you need to do an extra step. There are two ways you can transfer your video file from your desktop to your smartphone device.

One way to move the files is through email. If you have your email on your phone, you can download the video file from your email app directly to your smartphone device. The file will most likely appear in your media or photos folder. If not, accessing your device’s file folder through your settings is another option.

The second way to move the video file is to plug your phone directly into your desktop. This is done using your device’s USB charging cord, minus the little brick that actually plugs into the wall. This WikiHow article goes into more detail on how to do this on different devices. 

Publishing via Phone

Once you have secured your file on your phone, you can upload it to your profile. When opening up the Instagram app, you will find a thread of options at the bottom of your screen. The one you want to use is the plus sign.

After clicking on this symbol, you will be brought to a page that shows all the saved photos and videos on your device. Scroll through and select which one you want (a preview will be showcased above the archive of photos).

After you have selected the correct file, click “next” in the top right corner. Instagram will offer the option to use its basic editing software. You can utilize this or continue forward and click “next” again. The final page will give you the opportunity to create a catchy caption or tag any other Instagram users to finish up your post. (If another user is featured or mentioned in your video, it’s a good idea to tag them to give them the opportunity to share the video to their followers, as well.)

You should also add any appropriate hashtags at this stage. Once you’re satisfied with your post, click “share.” Now, your audience can view your content, like it, and share it with their own followers to start building you some traction and brand recognition.

The Final Product

After publication, you can view your video and edit your captions and tags. Instagram users will have the opportunity to comment and like your content. If you want to further increase your visibility, you can also consider paid campaigns to endorse your product or service.

Using Instagram is a great way to increase your business’ social media following and exposure to your brand. The app’s success and 800 million active users will provide a large potential audience for your content. 

How to Use Video in Your Email Marketing Campaigns

How to Use Video in Your Email Marketing Campaigns

Video can communicate quickly and more effectively than any other marketing medium. It makes more sense to use video in your email marketing if you want to increase brand awareness and help educate your customers, especially if you have a lead nurturing system in place.

Email marketing remains one of the top distribution tactics for engaging target audiences.

However due to email marketing becoming easy and reliable to use everyone has started to use it, which means many people receiving these emails can come across looking like spam.

The end goal here is to create something that is eye-grabbing and will rope your viewer in. Here is a guide on how to use video in your email marketing.

Using Video in Subject Line

By putting the word video in the subject line you are letting people know that there is a video.  It has been proven by multiple companies that just by putting the word video in the subject line you increase open rates. People like watching something more than having to read something. An example subject line would be

{VIDEO} Learn How To Grow Your Company!

Embedding a video and using HTML

One way to share a video is to embed it into the email directly. If you want to embed the video into your email the best way to do this is to use a Youtube or Vimeo link. Embedding a video can allow a video to play directly in an email.

The problem with doing this, however, is that most big email providers don’t support embedded video. While this may improve user experience the cost of doing it is too much. There is something much easier that you can use.

Don’t use links try using GIFS.

You will want to make it obvious that what you are offering is a video for people to watch. Saying “click the link and watch the video to learn more” and inserting a link will simply not do it. Instead, offer a big enticing thumbnail image inside your email.

The image should link directly to the video when selected. For more added effect use a fake play button. This will get the point across even more.

Video playback is not supported in most email clients however ‘playing’ an animated GIF is. This will make it clear that a video is waiting for them to watch. The subtlety of the GIF will draw people to the video and hopefully want to click. That is if the GIF is enticing enough.

Send people to your landing page, not someone else’s

When a person clicks on the thumbnail image the video will not playback natively in the email. The question is then where are you going to send them? and the answer to this question is your own landing page, not someone else’s. Now, what you don’t want to happen is for a person to click the thumbnail and be taken to a page where the video does not exist or is difficult to find.

Autoplay? Or no Autoplay?

Often times people do not like it when they receive an email and a video starts playing. However, since you already told and show people that there is a video in your email this time around you will want to use autoplay. So, when a person clicks the thumbnail in your email the video should autoplay. That way it reduces the amount of steps that people have to take.

Call to Action

Like most marketing outlets, having a strong CTA or the Call to Action is super important. After someone watches your video, you want your viewers to take the next step in your sales funnel. Therefore, it is important to keep it clear and urgent, Otherwise, the viewer may not know what to do next. And example CTA would be to give you a call the number below or request a demo depending on your product/service.