Naturally, a video service provider like ED Films would use video to get people’s attention. But one of their most recent works called The First Honest Cable Provider (Excuse the profanity. NSFW) goes beyond expectations. With a huge emphasis on dialogue using a plain old guy and some animation, they hit your funny bone with humor around how we all really feel about cable providers “…with 24 hr access to THE best customer support technicians, all at a fair price? F*** You. You’ll get what we give you.” What’s so good about it? You can’t stop watching it to get to the point, to see who created it and why. It all comes down to telling a story while getting, and keeping, your attention. And they sure did. At over 3 million views, it’s gone ‘viral’. Win!
Video is dominating the online space. With top search results most commonly pulling in video, you can see it has incredible search engine power. YouTube is currently the 2nd largest search engine with more than 300 million visitors and more than two billion videos viewed per month.This is a strong testament to the growing popularity of video content.
According to the 2013 Demand Gen Report Benchmark Survey, 22% of B2B marketers are turning to video as a demand generation tool. Technorati also reported, that 59% of brand marketers plan to increase their use of video, and 30% plan to invest more in video.
So how does your marketing strategy benefit from video?
Optimizing your site with video content establishes credibility, authority, and trust with prospects. It also allows you to better connect on a more personal level with both new leads and customers, offering an educational experience for your product or service.
Enough about why you need to do it. Here is HOW to implement a strong video marketing strategy.
Adopt the 10x10x4 Campaign Formula
Traffic Geyser’s Mike Koenigs crafting the 10x10x4 Content Creation Formula, a step-by-step guide to using video content to develop a conversion-focused method for your product launch. There are nine steps to jumpstart your video content without sounding like a pushy salesman:
- Write down the top 10 FAQ’s about your product or service.
- Write down the top 10 questions a potential buyer should ask about your product or service.
- Record 20 short Q&A videos asking and answering each of those questions. Tim Ferriss executed this effectively around his book launch, The 4-Hour Body. He conducted three short interviews answering common questions a prospect would probably ask about how his program would work for him.
- Record four short bumper videos leading them to the next video to build excitement.
- Create a Video Lead Capture Page.
- Distribute your videos to video sharing sites, social media sites, podcast directories, and blogs.
- Search engines will index your videos and create backlinks to your Video Lead Capture Page.
- You now have the opportunity to dominate the keyword phrases your videos are associated with, which could turn into traffic and leads.
- Remember to send viewers to your Video Lead Capture Page to capture leads and build your list.
Once you’ve created your videos, where do you host them?
Create a STUPIDLY Strong Lead Capture Page
Your Lead Capture Page is your collateral for attracting, engaging, and converting prospects into new customers. According to a study by Retail Touchpoints, Step2 increased its conversion rate by 174% for those who viewed the videos compared to those who did not. Prospects are more likely to trust and buy your product when your site is optimized with video content.
There are six elements your video lead capture page must have to drive conversions:
- Headline with strong message match. Your page’s headline should match your CTA, providing a relevant message to both your prospects and the search engines.
- Intro with bullet points. The goal is to provide small bites of information about how prospects and customers can benefit from your product or service.
- Media. This would of course include your videos content.
- Conversion centered, design-influenced lead gen form. This shouldn’t just be another form on a page of your site. It should grab the users attention, and invite them to sign up. Make it easy for them to register with an email address – at most an email address, name, and company info.
- Urgency factors. Using terms like “limited time” and “only 10 of 20 spots left!” creates a sense of urgency and exclusivity.
- Trust factors. Build trust with items like registrant count, download count, share count, testimonials, and media mentions to name a few.
Here are a few cool tools for creating high-quality videos:
Creating videos for your website or blog can be time consuming, but is increasingly becoming more important. By following the 10 x 10 x 4 formula and creating a great lead capture page, you will surely start seeing amazing results.
Remember, it’s all about creating content YOUR customers want to see. So, make understanding your business and working with your product fun and easy by using video to explain the what, where, how, why, who, and when of what you do.
How have you implemented video content into your marketing strategy? Share with us in the comments!