Powerful Video Marketing Tips

If you want to connect with more customers, expand your brand, and ultimately generate more revenue, you should be using video marketing.

However, the thought of doing video marketing is intimidating. Often people don’t know where to start and what best practices to follow. And so, they never get started with their video marketing strategy. They don’t take advantage of the enormous opportunity that video presents them.

Video marketing does not have to be complicated. You can literally just use your smartphone. All that you really need to succeed with video marketing is creativity and determination.

Tip #1: Pick Your Primary Platform

Which platform will you focus on? It’s about knowing where your audience spends most of their time. As you’re in the B2B world and looking to connect with other professionals in organizations and industries your ideal clients are in, you will want to focus on LinkedIn.

Video marketing is more than just publishing new videos. If you really want to succeed, you need to also engage with those who watch the videos. Tools such as Shield allow you to track the analytics of your LinkedIn posting.

If you create a compelling video, people will comment on it. In turn, you need to respond to those comments and create a conversation between you and your viewers. If you spread yourself too thin across multiple platforms, it will be difficult for you to engage with everyone.

Tip #2: Start Simple

One of the biggest reasons people don’t get started with video marketing is that they make it way too complicated. They think they need to have a fancy script, professional lighting, and an ultra-high-quality camera. Nothing could be further from the truth.
People don’t expect videos to be incredibly polished or produced professionally. To get started in video marketing, keep it simple. Use your smartphone or computer. The key is to just start sharing video.

If it helps, think of video marketing more like having a conversation than giving a presentation. Sharing videos online is somewhat like having a conversation with a group of friends. You do not have to be overly formal or nicely wrapped. Talk to the camera like you would talk to another person.

If you really want to create a small video production setup, you can easily do that. You can get lights on Amazon for as little as $20 and there are plenty of simple film editing tools that make it easy to splice video clips.

How long should your videos be? There’s no set rule. If you can communicate all your points in just a few minutes, then only make your video a few minutes long.

Tip #3: Deliver Authentic Value

The key to video marketing is delivering authentic value to your audience. Be authentic in your videos. Don’t try to put on a front or be someone you’re not. If you want to stand out in the crowd, be yourself. You have something unique to offer the world. Build off your Point of View (Power Positioning worksheet) to anchor your thought leadership.

Be yourself when you record your videos. If you love to laugh, include some jokes. If you’re passionate about the subject, let that come through. If something makes you upset, make that evident.

You also need to deliver a high amount of value in your videos. How can you be sure that you’re delivering value?
- Answer commonly asked questions
- Address audience pain points
- Teach your audience how to do something
- Give expert advice or insight
- Provide “aha” moments
- Give client success stories / case studies
- Share how people can work with you

Your goal is to give something valuable to the person who watches your videos. Help them understand the problem that you know how to solve. Delivering authentic value will inform the topics of your videos. Ask yourself these questions:

What is my audience struggling with?
What do they need to know?
What important questions are they asking?
What problems are they trying to solve?
What one thing would make a difference in their business?

Hint: Utilize your list of topic ideas created in your Drop and Give Me 20worksheet.

Tip #4: Create A Simple Script

Before you start filming, it’s beneficial to create a simple script for yourself. This script does not have to be word for word. A simpler alternative is to use bullet points that cover the main points of what you will say.

A script ensures that your video is clear, concise, to the point, and covers everything you want it to. A script keeps your video on point and keeps your video from being too long. It also ensures that the points you’re making are clear and follow a logical outline.

Try to keep your script conversational. Remember, you’re going to be talking into the camera, and you want to speak in ways that resonate with your viewers. Talk with them not at them. What kinds of things would they like to see and hear? What do they think is funny or interesting? What do they want to learn?

If you’re like most people, you’re probably tempted to skip this step and just get right to filming. Don’t make that mistake. Creating a script is a crucial part of the process and will keep your video on track.

Tip #5: Draw the Viewer In

When creating your videos, try to draw the viewer in quickly, right at the beginning. Get to the point fast. Tell them what they’re going to learn from your video and why they should keep watching.

Consider opening your video with a:

Personal story
Surprising statistic
Powerful quote
Humorous quip
“What if?” scenario
Thought provoking question
Controversial statement

Your goal is to get people engaging with your video right from the start. The more you can pull them in at the beginning, the more likely it is that they’ll watch the rest of your video. If your introduction is too long or boring, people will quickly tune you out.

Tip #6 Respond to Comments

If your video is engaging enough, you’ll likely get some comments from your viewers. Don’t leave them hanging! Especially if you can respond to a question or provide further information about your business, the comment section is a great place to follow-through on all the time and effort you’ve put into making your video.
Interacting with viewer comments sends the LinkedIn algorithm a signal that your video is creating good conversation in the feed.