Video marketing is not actually new. Regardless of what you’ve heard and regardless of how much hype there is in video SEO, video conversions, or video sales pages, video marketing as a whole is not exactly a new phenomenon.
Video has always been around. In fact, its marketing potential has always been apparent to a lot of online marketing professionals. You only need to go back to the days of RealPlayer to understand the hype surrounding video marketing even back then.
The truth is video marketing’s promise has always been well known, but what makes today so different is the fact that we now have the technology to deliver on these promises. People have always been talking about how awesome video marketing could be, but it was all just theory. It was all just speculation, opinion, and the facts were not there. The technology was just simply lacking.
Thanks to four major changes, video marketing has become the killer app. It’s always been the once and future king of marketing, but now it is probably wearing its crown thanks to the rise of high-speed yet cheap wireless data transmission. You can actually watch videos on your mobile phone without having to spend an eternity waiting for the video to download completely.
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.
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 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.
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.
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 with your prospects. Most importantly, you still have to walk people through the KLT (know-like-trust) buying process.
Without these old elements, all of your videos, as awesome as they may seem on the surface, simply won’t be able to do the job. Sure, you may get sales every once in a while, but that’s not the kind of income you’re looking for. You want videos that close the deal on a consistent basis, but that’s just not going to happen if you disregard the old rules of salesmanship.
These old rules worked in the past, they’re working now, and they’ll continue to work long into the future. This training steps you through the mystery of the effective video marketing so you can set it up to maximize your ROI. This training is based solidly on the interweaving of the new and old factors that make up video marketing.
The bottom line actually hasn’t changed all that much. Just like with any other type of marketing, return on investment is crucial. This series has a slight twist however. I’m also going to dwell on, to some extent, the concept of return on effort. Your job is to spend as little time doing something while getting as many dollars out of that activity as possible.
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 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 back to presence. Either the video gets front and center of the viewer so as to trigger the old sales rules, or it doesn’t.
The old sales rules still apply
As awesome as video may look, please understand that it still follows the same old rules. What are the old rules of salesmanship? They’re very basic.
First, you have to get people’s attention.
Second, you have to filter them by interest. Not everybody watching your video is in your target market. Not everybody would want to buy. Not everybody has the problems being solved by the product or service you are promoting. Many people who view your video are just doing it out of curiosity. Maybe they have nothing else better to do. You need to weed those people out.
The video has to be clear in so many ways that it’s only for this type of person. That’s how you get interest. Also, the video has to be set up to filter people based on their interest quickly and efficiently.
Next, the video has to speak to the viewers’ needs. Basically, the video is saying, “Now that I have filtered you by your interest, you are watching this video because you have this problem. I understand that you have this problem and here are the most common solutions to those problems.
But, here are the problems with those solutions. I have something better. I have something that is cheaper, faster, more convenient, more effective, and more scalable.”
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 Marketing 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.
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.