Just like organic posts, paid social media posts can spread your content far. Paid posts, however, allow you to target the exact type of person you want watching your ads. Organic posting is only shown to your immediate fans, but with paid advertising, your content can target all sorts of demographics, locations, income levels, interests, and beyond —  ensuring only the people most likely to purchase from you actually see your ad. 

A product videoExtended ArticleWhy a Product Video for Your Ecommerce Company is NecessaryPicture this: You’re looking for a new electric bike online, and you find what seems to be the perfect one for a fraction of… Read More tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand.

Here, your main goal will likely be to attract new customers who are in the first stage of product research. You’ll want to show off not only the beauty of your product, but its utility and necessity. You’ll also want to highlight what makes your product better than the rest — since these new visitors are still doing research, you’ll want to make sure your product video sets you apart from  your competition.
Instead, place a laptop below the eye-line of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voice over.
Video is one of the most essential pieces of an NGO’s marketing strategy. According to a 2019 Nonprofits Communications Trends report, when asked the responsibilities they would assign a new hire, the top responses from survey participants were social media, content creation, and video. Even YouTube recognizes the growing need for video in the nonprofit sector, which is why the channel launched YouTube Giving in August 2018.
A product videoExtended ArticleWhy a Product Video for Your Ecommerce Company is NecessaryPicture this: You’re looking for a new electric bike online, and you find what seems to be the perfect one for a fraction of… Read More tells your audience about your best-selling products or services and their top features. It shows your product in action and helps increase consumer confidence in your company or brand.
Before you start filming, set a music budget and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you're dealing with digital content. Bottom line: Most music isn't free. If you use another artist's music without permission or proper licensing, you risk video removal and legal action. In order to avoid copyright infringement, you'll need to find royalty free tunes or pay a composer to create an original score. Royalty free songs aren't free to use; they're quality songs available for a single flat fee. This means you don't have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty free music.

From these challenges, rise video marketing best practices. And it all comes down to strategy: If you want your video marketing to have results, then you must plan, test, analyze, and test again. Yes, the goal of your videos is to tell a story and engage your customers but, from a marketing perspective, your videos must also align to your sales funnel. What is the purpose of each video? Who is the audience? How does the video further your marketing goals?

As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.

After planning out your video content, you need to figure out how you’ll publish your videos. Will you increase the authenticity by filming live video on a platform like Facebook or YouTube, or would you prefer to record, edit, and upload your final product to ensure perfection? Of course, there are benefits to both, but it all depends on your audience and message.
In the last 10 years, the digital landscape has changed significantly. People are phasing out desktop and laptop computers to search the web and interact with content. Instead, they are picking up their mobile phones and tablets. What’s more, digital technology is cheaper today than it’s ever been before; there are virtually no boundaries on how, when and where people can interact with content.
A purchase may have been made, but there's still a lot of video can do to leverage the post-conversion stage of your flywheel. During the "delight stage" of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. It's also in hopes that they'll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.
In addition to visual editing, you can (and should) add graphic effects to your branded video. These graphic elements can include animation, text graphics, fade ins or outs, lower-third graphic overlays, interview names and titles, logos, product modeling, and more. These elements really tie all your branding efforts together, so use them smartly and you’ll have a professional video you can be proud of.
But this isn't just about posting your ideas on your own blog. You should start authority blogging. Use platforms like Medium to post content. Answer questions on Quora and Reddit. Or get out there onto LinkedIn's publishing platform. These are all authority domains that anyone can post on, which have massive audiences, giving you instant and immediate reach right now.
We encourage you to adopt this results-first frame of mind. Keeping an eye on the metrics that actually help you accomplish your video goals is more important than anything, so don’t be blinded by the glint of a high impression count — or at least not impression count alone! Learn how specific metrics actually translate to video success and you’ll get not only a million views, but tons of sales, as well.
Now that you know what stage of the marketing funnel you’ll be targeting, it’s time to figure out who your intended audience is. This is also a crucial step; if you create a video without a specific audience in mind, it’s much more likely to be a flop. Those who are meant to watch it won’t, and those who do watch it won’t convert. So, how do you know who your target audienceExtended ArticleHow Do You Find the Target Audience for Your Brand Videos?One of the first steps in creating your video marketing strategy is figuring out exactly who you want your videos to reach. This is… Read More is?

Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Create a content plan that outlines how many videos you’ll make, what type of videos, and where you’ll share them. This plan should include a wide variety of video types from case studies to interviews, testimonials, educational videos, etc. According to the Nonprofit Marketing Guide, “the most popular video for nonprofits is storytelling about participants or supporters with 60% of nonprofits creating them.” The second most popular videos are fundraising appeals, which one-third of nonprofits produce.
We know that consistent quality of content continues to be a very important ranking factor for Google, and producing consistent quality video content is another way of proving to the search engine that you're a committed expert on your chosen topics. Video content is a great way to build up authority and relevance over time. And it's been shown that the chances of getting a page 1 search listing on Google increase 50 times with video.
However, in a social media context, video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.
Include a full transcript of your video in the blog post. If you're a words guy like yours truly, you'll want to read along and reference the material after you watch the video. It's a nice way to flesh out your blog post while using the content you've already created. Provide a link to your video to a service like Rev and get your full transcript without typing a thing.
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
Sound: Yes, often viewers are watching video ads on silent, mainly on Facebook. But when they’re not, what a world of difference a good track adds to your video. A great tip from the Promo sound editor was, to conder sound an enhancement to every video. A recent study found that when the music in an advertisement fits the message and imagery of the commercial, consumers were significantly more emotionally affected and remembered it longer. Now, this means you can choose music that plays to the tone of the video, or for a bit of humor, take your sound in the opposite direction. This contrast can be video magic and certainly something to make sure you’re remembered.
Bottom line, overall strategy and data should drive your video marketing strategy. First, plan a solid strategy to develop video(s) for each level of your sales funnel. Outline the content and goals of each individual video. Determine what metrics will best determine a video’s success. Then, test. Analyze. Tweak your videos (and their deployment), when necessary. Work to make them more effective. And whatever you do, do do video; in 2017 and beyond, it’s the cornerstone of your brand’s marketing efforts.
The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.

Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.


Another good news is that your videos don’t have to be perfect. It’s the content that matters! Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much. So it’s fair to say that video is like pizza – when it’s bad, it’s still pretty good!

Publishing your video across all your owned channelsExtended ArticleHow to Distribute Your Video on Owned ChannelsIf you know content is king, you probably know distribution is queen. Creating amazing, engaging video content is difficult, but distributing it can be… Read More is probably the easiest way to distribute your video, and the one method that cannot be ignored. It includes every channel you own, like your website, PDFs, digital documents, email lists, ecommerce pages, apps, and more. These channels are the primary sources of information about your company and brand, so use every single one you can intelligently and with purpose.


One way to connect with customers is by posting tutorials relevant to your line of work. While it may seem as though you will be giving away your secrets, you’ll actually establish yourself as a subject matter expert, leading viewers to want to learn more about your business. A salon could offer styling tips, for instance, and a marketing firm could do a series on building your brand using the latest social media site.
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