Online Video Marketing
Definite Guide to Marketing with Video
Online Video Marketing is my favorite way of getting targeted traffic and generating sales. Video can be used to:
- Sell info products
- Sell physical products
- Sell services
- Promote affiliate offers
Video builds trust, captures attention, it ranks high in Search Engines and it is proven to deliver solid conversions. If you use video in your online business you will get more traffic and sales and you’ll get results faster because video ranks great with far less SEO effort than regular web pages.
Video Marketing Formula
Here is the magic formula for marketing with online video:
Mighty Script & Powerful Visuals + Pinch of SEO = Laser Targeted Traffic & High Conversions
We will use video marketing to make money, so we’re going to focus on how to create and rank videos that will help us sell a lot of stuff while genuine helping people.
If you want to drive 1000’s of buyers to your website for free using video, you need to have:
- Attention grabbing script
- Powerful visuals
- Distribution and SEO for Video
Fastest Way to Create Powerful Marketing Video
STEP 1. Script Writing
What Should You Say in Your Video
I have learned this technique from Andy Jenkins and now I want to pass it on you. Great video starts with a great script – nobody wants to hear you mumble (I need to work on this one, lol). The better the script, the happier the viewer. Luckily, the majority of the script writing work was done for us already. Every company that is trying to sell anything online has a sales page for their products or services where they describe features and benefits and why anyone should buy it. You as an affiliate/partner have every right to use this information to promote their products.
Secret Script Behind Most Successful Marketing Promos
Now it’s the time to infuse this sales copy using secret FAB technique which is by the way the fastest way to write powerful video script. It has been used for most successful sales videos, infomercials, direct response advertising. FAB stands for “Feature”, “Advantage”, “Benefit”. Let’s say for example, that you’re promoting Kodak Zi8 pocket video camera. One of the features is: “Take full HD 1080p videos whenever you go”. So, what is advantage of this feature? Well, “Full 1080p is highest resolution of high definition video available” which leads us to a benefit “Your videos will capture every important detail… From your kids cheerful smile to that triple hit from softball league and those funny moments you’ll cherish forever”. This is how you write FAB script – go through each feature and come up with a sentence or two worth of advantages and benefits. Obviously you’ll need a bit of a clue about the product you’re talking about, so if you feel that you’re lacking knowledge in this area don’t hold your breath and get yourself comfortable by reading some articles or checking out Wikipedia.
How to Start Your Video
Simple Formula to Increase Stick Rate 200%.
You have about 8-15 seconds to get your viewers attention. This is not a lot of time but it is enough to make a statement to keep them engaged long enough to get your message. Here is what you need to do – start your video by saying:
“In this video I will show you why…” or “In this video you’ll learn how to…”
You want to say this because if you open up your video with a sale pitch or shameless bribe people get defensive even if they want to buy. Remember people love to buy, but they don’t like being sold to. So let’s firstly introduce them to what your video will do for them.
The second part of the opening statement is “Key Outcome” – what they will get.
Final part of the statement is “Why or How the product is going to help them”
So, in our example with Kodak Zi8 pocket camera video intro using our formula may sound like: “In this video, I’m going to show you why the Kodak Zi8 is going to revolutionize the way you make your personal videos, and why it is might be the only video camera you’ll ever need”
The formula is simple:
“Watch > Outcome > Help”
STEP 2. Visual Presentation
How Your Video Should Look for Maximum Impact
It is time to take your script and make it into a visual presentation – I prefer to use Microsoft Power Point for my presentations. You can also use Apple Keynote or Open Office Impress (it is free by the way). Get a template that is relevant to what you’re talking about in your video. If it is a dream vacation that you’re trying to promote then template with sunny beaches and silky waves would be great. If it is latest cell phone then template with some gadgets or business dudes will work for you. Don’t forget you can always choose a template with a nice clean background and add your own images. The key here is – do not try to make it perfect first time. Do not hesitate – take action! You can always make it better later.
Add Text of the Features to slides
Put each feature statement from your script into text form on a slide. During the voice over read the Feature, Advantage, and Benefit statement. This structure causes viewers to have emotional resonation with what is being shown and what is being said. Add every feature statement to its own slide.
Add Feature Images
On every slide with a feature put a relevant image, try to add an image that represents feature in action. So, if one of the features is compact size – try to show your item next to a larger competitor product.
Add Emotional Images
In addition to feature images we want to add images that have emotional impact and help you deliver your message to your viewer. Add emotional images that illustrate your advantages and benefits. So, let’s say for an ebook about “Six Pack Abs” images of shirtless athletic dudes with rock solid abs would be great emotional images because your viewer can emotionally relate to that image and connect with your video.
Free Image Resources
Check out websites below they are king’s ransom of free images for your projects.
- www.everystockphoto.com/ (image search engine)
Add Slide Transitions
Now we want to give our presentation some energy. Every time something moves or changes on a screen it resets viewer attention which helps us to keep them focused on our presentation. To achieve this add slide transitions (animation that occurs between slides), you can go ninja and add animation to each element on a slide – images, headers, text… Go through your presentation and add transition animation to every slide.
STEP 3. Record Your Video
Now it’s the time to turn your presentation into a video. But don’t put the cart before the horse – practice your script first! Read it to yourself, step through your slides couple of times. When you practice try to imagine that you’re telling a story to your friend – somebody you admire, trust and respect. Try to model natural conversation that you would have in a bar or at the table. When you rehearsed your story it is time to put some icing on a cake – record a video.
If you have used Keynote for your presentation go to “File > Record Slideshow” and after you finished recording “File > Export”. Export your recording into a movie file and here you go – you got a nice shiny movie you can upload to the Internet.
If you have used PowerPoint you’ll need screen recording software like Camtasia or you can use free recording application like CamStudio (it doesn’t have all the bells and whistles like Camtasia but it will get the job done). The idea is the same – you go through the slides and record your presentation into a video file.
Free Music Resources
These are great websites to get free soundtracks, music loops and sound effect for your video. If you want to give your video a professional touch, nail viewer’s emotions so they hang on every word of your video presentation add great soundtrack. When you audition a soundtrack go for the goose bumps…
- http://www.soungle.com/ (search engine)
STEP 4. Produce Your Video
Usually you have several options to produce your video from any screen recording/video editing application –different formats, sizes, bit rates… Don’t freak out if you don’t know much about them. When I am doing something for the first time or trying to get something done I follow the principle: “Good enough is good enough”. You can always make it better next time. Since we’re going to upload our video to different video sharing websites to get as much exposure and traffic as possible settings below are for Video Sharing Sites Only. If you’re planning to host video on your own server/hosting account they’re too aggressive.
Video Export Settings
When you export your clip into a video file use settings below they are awesome for our purposes:
- file type: mp4
- codec: H.264
- video size:
- standard definition – 640 pixels wide by 480 pixels tall (640×480) or
- high definition – 1280 pixels wide by 720 pixels tall (1280×720) – I prefer HD for my videos
- video bandwidth – 1500 Kb/second
- audio bandwidth – 128 Kb/second
STEP 5. Video SEO and Distribution
Now that you have your precious video in hands it is time to rank it on the first page of Google and get some serious traffic. We will do that with the help of online video powerhouse – YouTube and some cutting edge SEO techniques: