VIDEO MARKETING MASTERY, Slides of Business Finance

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Table of Contents

Introduction

Conclusion

Chapter 1: Video marketing An Overview Chapter 2: Video marketing made Effective Chapter 3: Let your competitors do your video marketing homework for you Chapter 4: Video Marketing Essentials Chapter 5: Different Types of Video Marketing Chapter 6: Article-to-Video Marketing: Is It Right for You? Chapter 7: Video Creation Tools: Things to know Chapter 8: Slideshow Creation Tools: Are They Right for You? Chapter 9: Personality-Focused Videos Chapter 10: Marketing Videos on Social Media

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We also have high quality decoding and coding technology that is standardized. In other words, regardless of what device you are watching a video on and regardless of which website you’re viewing, the images will be crisp and the sounds will be crystal clear.

Another technological breakthrough that we have now, involves the price of storage. You have to understand that the video that you’re watching has to be stored somewhere. It has to reside on a series of hard drives. That’s not free. Thanks to modern technology, storage prices have really crashed through the floor. On top of that, the service that people offer to host websites has become cheaper and cheaper.

Given this combination, video marketing has come to its home. It has finally arrived, but here’s the problem. It is quite ironic. The challenge to video marketers nowadays is that video may have been the victim of its own success. The problem now is that there’s so much video out there that most of them simply don’t have an impact. They don’t get people to convert to buyers.

Fact: most YouTube

videos have very few

views

Have you ever been searching for stuff on YouTube and noticed that there are a huge number of videos that have very few views? That is the fate shared by the vast majority of marketing videos on YouTube and other platforms.

You have to wrap your mind around the fact that video marketing is both new and old. Depending on how you navigate these factors, you will either succeed

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or fail. Either your video is going to convert people into buyers or they’re just going to sit there on YouTube getting zero views.

What’s new?

It involves three new technologies that has really turbocharged its effectiveness. First of all, you can use software to create video. You no longer have to patch together or shoot video content by hand. There is all sorts of software that can help you edit, enhance and even automate the creation of video content.

Also, video marketing content is increasingly plugged into a larger marketing infrastructure. These are the blogs, social media platforms, so on and so forth.

Finally, there are tools out there that would enable you to upload the video that you created without you manually going through all sorts of upload steps. With a few mouse clicks and a few key strokes, you can massively distribute your video.

Sounds awesome right? Well, don’t get ahead of yourself. A lot of marketers think that it’s all about technology and that as long as they have the right tools, video marketing will pretty much take care of itself. Absolutely wrong. How come?

You have to pay attention to the old elements that sill remain alive in video marketing. Lose sight of these and you're going to fail. These factors remain. You have to build a brand. You have to create a human connection

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Chapter 01 - Video marketing – An

Overview

What exactly is effective video marketing? What’s the big deal? Well, it really all boils down to conversions. You can try video marketing, but that’s not going to put food on your table. You have to do “effective” video marketing. There is a difference.

Effective video marketing is all about conversions. The video has to play a role in getting the viewer to whip out their credit card and buy something or click on an ad that pays you or enter their email address or zip code into a form. Whatever the case may be, the video convinces whoever is watching to take action that somehow, someway leads to you making money.

Clear enough? Well, video can do this in one of two ways. Either it converts the viewer directly or the video is part of the conversion process. Maybe it happens immediately or it can take some time. Whatever the case may be, video plays a role.

What’s so powerful

about a video anyway?

When you’re watching a video, you’re actually seeing many different signals being flashed to you in the time span of fractions of seconds. You may not even be aware of them, but all these

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signals are being sent to you and subconsciously you’re putting these signals together.

If you’re watching a video spokesperson, you’re paying attention to their facial expression, their demeanor, the way they say their words, and how quickly they’re talking. These and other non-verbal signals paint a picture.

It all leads to the question, “Should I trust the person or not?” which is very much related to the question that everybody asks in the back of their minds, “What’s in it for me?” Video enables marketers to answer those two questions in a very powerful way and it can be traced to the power of the human voice.

The power of the

human voice

When somebody is talking to you, they’re making eye contact. They’re also talking to you with their voice. You’re not just hearing sound signals, but these sound signals pack a lot of value. You read in all sorts of meaning depending on the tone of voice, the emotions that you detect from the voice, and how quickly the person is talking.

It’s easy to tell whether somebody is confident or if somebody is basically tripping over themselves. It’s easy to tell whether somebody actually is an expert or if somebody is somehow just playing some sort of role. These are the things that you really cannot quite put your finger on but you know it when you see it and you hear it. A large part of this turns on the voice component.

The two factors that I outlined above combine to produce the secret to video marketing. What is this secret? It’s very simple: presence. Whether you have some sort of explainer cartoon or you have a slideshow with a voice-over or you’re presenting a video spokesperson looking directly in the camera, it all goes

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Finally, the old rules of salesmanship direct us to call the prospect to action. You can’t just tell them about a solution, get them all pumped up, and then leave them hanging. You’re not going to generate sales that way. You have to call them to action, but here’s the trick— you can’t just say, “Click here to order now.” That’s not going to work because everybody’s doing that.

Instead, you have to tie the call to action with the benefit. For example, “If you want to regain the beautiful and active life that you used to have before addiction, fill out this form and claim your new reality.” Do you see how that works? Basically, you pack the benefits into the call to action and you do it in way that triggers an emotional reaction. Who wouldn’t want to get their old life back? Who wouldn’t want to live a life of freedom? Who wouldn’t want to get out from under the crushing weight of addiction or whatever problems people are facing? Video has to incorporate these old rules and it has to do it seamlessly, quickly, efficiently and in a compact way.

Video and the rule

of eight

What complicates video marketing is one reality that a lot of video marketers are completely clueless about. They don’t even know that this exists. This is called the rule of eight, some would say it’s the rule of seven, but it doesn’t really matter. It’s all about multiple exposures.

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Let me ask you, when was the last time you saw an ad for the first time, clicked it, and bought something? I would venture to guess that those times are very few and far between. The truth is most people would want to see an ad enough times for them to at least feel that it’s familiar enough for it to be worth taking the risk of clicking.

They click, they see what it’s about, and then they don’t buy anything. Then they see the ad again and again, and then eventually, they click through and then some of them would convert.

The great thing about video is that you can override the power of the rule of eight. Basically, when you’re promoting a video, the vast majority of people in your target market probably would not bother with it, but once you get a certain percentage to click through and the vast majority to bounce out, you would then have a few watching the video all the way through and then converting.

In other words, its low click- through rate is more than offset by its amazing power to get people to dwell on the content. And the more they dwell on the content, the more they get branded and they can keep coming back. They also start changing how they feel. Their feelings start to change regarding your ads. You’re no longer some sort of mysterious or unknown quantity.

Instead, they feel that somehow someway, they kind of know you. You’re not exactly a stranger. This gives you a tremendous competitive advantage. The more ads you show, the higher the likelihood that eventually they would click through and make it all the way through the conversion process.

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methodical in selecting your niche from the beginning. Otherwise, you are probably not going to make it. You have to take ownership of this process. You have to build your business from the beginning. You can’t just copy and paste certain sections. That’s just not going to help you all that much.

How to do video

niche selection

Here’s the process that I use. This is step-by-step. It’s very actionable. You can do it right here, right now. List down all your personal interests. These are the topics that you yourself would love to talk about even if you’re not getting paid. That’s how passionate you are about them. This is a stream of consciousness exercise so just write down everything and anything that comes to your mind, but don’t edit yourself, don’t second guess, and just write it down.

Just come up with a huge long list, as long as you are truly and sincerely interested in those topics.

Step number two, identify the niche behind the topics. Looking at the topics that you have, identify them. Are they insurance related? Are they related to the finance industry? Are they related to marital products? Are they related to health and fitness? Whatever the case may be, come up with the niche categorization for what you’re interested in.

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Next, you go to Clickbank, JVZoo, MoreNiche, CJ.com, and other affiliate marketing platforms. Look for those categories. Are there lots of offers for those categories? This is very important because you don’t want to create tons of video targeting a niche that has very few products in it or the affiliate offers don’t really pay all that well.

So, once you see that there are offers for some of the niches and not others, cross out the niches that don’t have much affiliate program interest.

Step three, filter your list based on commercial value. Now that you have a fairly clear idea of what niches you’re interested in and you’ve filtered out ones that don’t have any affiliate interest, use Google AdWords’ keyword planner tool. Type in the niches one by one. Look at their keywords and most importantly, look at the CPC or cost per click value of the keywords.

On average, how much do advertisers pay for clicks on keywords related to these niches? Cross off on your list the niches that pay too little. This tells you that the commercial value is on the low side. Step number four, find the search volume for your niches. Again, using Google keyword planner. Just plug in the niche related keywords for the niches that are still on your list. Your list should be shorter by now.

Once you see the estimated traffic volume, delete niches that are too low and delete niches that are too high. Why? You don’t want niches that are too competitive. In other words, everybody is targeting those niches. This is the first step for demand determination.

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You’re going to come up with whatever it is your competitors are doing on average, but you’re going to create better videos.

The bottom line

Your mindset should be clear when it comes to niche video marketing. You’re either going to dominate or you shouldn’t do it at all. That should be your mindset. The key here is victory or death.

Because if you’re not going to play this game to dominate, then it’s not worth playing at all because let me tell you, you’re going to suffer from low return on effort. You’ve put in all this time and just get very little in return. You probably would be better off investing your time doing something else.

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Chapter 03 - Let your competitors do

your video marketing homework for you

A lot of people think that if they started late in something, the best has already been taken. They think that if they were the last player in the market, the market is basically spoken for. Nonsense. In fact, it’s a golden opportunity.

Do you understand how hard it is to break into a new industry? If the niche is very new, the early players basically have to throw a lot of spaghetti on the wall to see what sticks and it costs money to throw pasta on the wall. It costs money and time to experiment with video after video, to get the sentiment of your target market.

This is why a lot of them fail. This is why a lot of the videos that you see, and I’m talking about the successful videos in your niche, tend to look alike or talk about the same set of topics. They’ve already done your homework for you. This is survivor bias. In other words, what you’re seeing are the most successful models.

You don’t see the ones that have tried and failed. You don’t see experiments that were discarded. All you see are the videos that made it. It’s a free gift to you because you just need to build your video marketing business on the stuff that’s already working.

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video regarding content or is it the meat and potatoes? In other words, it’s the product itself. Is the video getting you excited about looking for a solution, or excited about a specific range of solutions for a problem, or is the video pushing a specific product, brand, and model directly?

This is the difference between supplemental or incidental marketing, which is basically opening your mind to possible solutions, and direct product marketing, which is basically reviewing or describing a specific product that you’re supposed to buy.

What type of video

marketing am I looking for?

There are many different types of ways to market. You can market by offering videos, so when you watch a video, it’s really a review of a specific product. The great thing about reviews is that people who read reviews or watch review videos are actually already interested in the

product. They just need to be sure that they’re making the right decision, but unfortunately that’s only one type of marketing. Videos involving consumer guides.

Basically, you identify a problem, and then you describe different solutions to the problem. This video has to be followed up by another video that talks about a narrower range of solutions and then ultimately, it must talk about the solution that you are promoting. Otherwise, you’re not going to make any money.

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Other videos focus on lifestyle. So basically, you have a video spokesperson talking about the common concerns of people who use a particular type of product. For example, make up. This person would talk about the importance of the right blush or the right eye shadow. This person would then discuss the different categories of products that are available and then drill down to specific products.

Pay close attention to the type of videos that predominate your niche. If it turns out that most of your competitors are targeting your niche through product review videos, then this is the clue you need to offer mostly review videos.

What video format

do they use?

What is the “industry standard” in your niche regarding narration? How do your competitors present the problem, position the solution, and present the value? Some would come out and say it, others would try to scare people and then come up with solutions, and others would talk about the existing solutions and then knock them down one by one because of their shortcomings.

What they’re really doing is making the most common solutions look bad so they can make their proposed solution (and this is the affiliate product that they make money on) look better. So, pay attention to the format. You have to watch video after video to see how your competitors position their sales pitch.

What are the

prevalent video

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