When it comes to creating video ads, specifically ones that work, Billy Gene Shaw is on top.

And if you have ever seen any of his Billy Gene Is Marketing ads online—and let’s be honest, you probably have—you will know that his ads really do work. That’s because he follows a million dollar video ad formula. And he took the stage at Traffic & Conversion Summit 2019 to tell us all about it.

This formula was so good that we couldn’t keep it quiet any longer, so we have the recording of that T&C session to share with you. Watch the video here or keep scrolling to read the full transcript. Whichever you choose, make sure you implement this foolproof video ad formula in your own business, and watch the ROI flow in.

(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)

Full Video Transcript

Gary Vaynerchuk:          Billy Gene is trying to sell you a product.

Billy Gene Shaw:           I can understand why you think that because your dad handed you a $3 million a year company so you don’t know what it’s like to need to sell to be successful. You guys want to sell more… Here’s what they don’t teach you in school. The color of your skin absolutely changes the way that you buy… $25,000 to the girl who lets me shave her hair.

Billy Gene Shaw:           That’s a great idea, like exploit your kid for likes all day. One of the things that gets people to watch: things that look like penises. If there was a rock in the form of penis that was really just a rock. Yeah.

Sam:                             That was weird. That was really, really weird.

Billy Gene Shaw:           Was that a weird ass introduction? The Million Dollar Ad Formula. Words, plus sounds, plus visuals equals trust. Thank you. That’s my time.

Billy Gene Shaw:           So listen to me take a picture of this next slide. People don’t buy for one reason They don’t believe you. They don’t believe you. They don’t trust your company. They don’t trust your promises, like you’ll make 30K in 30 days, or that you have the best customer service, or that your business is that much different than your competitors. They simply don’t believe you.

Billy Gene Shaw:           And a lot of you here don’t trust that this Million Dollar Ad Formula will work for you. Let me ask you guys a question, by show of hands. How many of you have ever seen my ads before? Look around? That’s what spending a lot of money does. The follow up question to that is please stand up right now, if you think I could have shown you a video that built a lot more trust.

Billy Gene Shaw:           It’s a trick question. Stand up. Don’t mess up my whole damn presentation. Stand up. Are you guys like, “I don’t know. I already trust your bill.” Whatever. It’s fine. Say whatever you want. We’re going to start all over. We’re going to do that introduction again, but this time with a different more trusting video. Sam, if you can give me another intro in the show. Let’s try that again. All right. Thank you

Sam:                             All right. I like that one a little bit better.

Billy Gene Shaw:           Did that feel better?

Sam:                             That was good.

Billy Gene Shaw:           That was-

Sam:                             All right. Bill. Give it up for Billy Gene is fatherhood.

Billy Gene Shaw:           Thank you. A different feel. A different energy. Do you guys trust me a little bit more now. I guilted you with my daughter. You kind of an ass if you don’t say yeah. Thank you. Let’s jump into the psychology of that. Why is there more trust from a controversial to father bill video. Same formula applies, words, sounds, visual.

Billy Gene Shaw:           The quote I said in the first video was exploit your kids for likes and some of your are like, “Oh, that’s cool. I’ll try it.” The sound was that deep boom, listen to it. Stress, alarming, suspense, intense. All of that factors into how you perceive me. In addition to that, I showed you a visual of me holding my chief marketing officers hair and say I was going to shave it off.

Billy Gene Shaw:           Should you trust me? Now, let’s flip that. What the words and the second video was, I love your work, you know you’re worth to my daughter. The sound, heartfelt, relaxing, airplane. Fall asleep through it. Then in addition to that the visuals, myself and my daughter, take a picture of this slide formula.

Billy Gene Shaw:           Now, does anybody want to see the $2 Million Ad Formula like I did. Take a picture of the slide, next, see if you’re awake, baby. Let’s move on. Watch what happens when I add these three elements to my next introduction. I’ll reveal them as I go. I want you to notice the impact that it has on the entire room. So can you guys play along with me? What?

Audience:                    Yeah.

Billy Gene Shaw:           Some of y’all are new to one of my talks. I don’t do that no energy shit. It’s not for me. Hey, AV can we hit the lights? Starting it up a little bit? Thank you kindly. Everybody, can you stand up please. Can we go ahead and we take out our cell phones and light them up like a concert. It already feels different, doesn’t it? We’d even start the video yet.

Billy Gene Shaw:           Okay. And then AV when the music comes on to this video. I want you to bump that. Turn it up. Okay. You guys control the environment, you will receive the video differently just by how you watch it. Okay. I’m going to spice it up one more time. Hold on. No, no, no, not yet. Not yet. There it is. Okay. Listen.

Billy Gene Shaw:           When I come out to this one, I want you guys to go absolutely berserk. And my teams here, we’re going to choose one random person. I’m going to give you $1,000 sound fair? All right, here we go. Let’s try it one more time. Last introduction, I promise then we can start learning some stuff.

Speaker 7:                    There’s too many people out there, talking about the manifestation of money.

Billy Gene Shaw:           My name is Billy Gene. I’m the best in the world when it comes to using social media, paid advertising, to find customers, for any business under the sun.

Speaker 8:                    Billy Gene.

Speaker 9:                    Billy Gene.

Speaker 10:                  Billy Gene.

Speaker 11:                  Billy Gene.

Speaker 12:                  Billy Gene.

Speaker 13:                  Billy Gene.

Speaker 14:                  Billy Gene.

Speaker 15:                  Billy Gene.

Speaker 16:                  Billy Gene.

Speaker 17:                  Billy Gene.

Speaker 18:                  Billy gene.

Speaker 19:                  Billy Gene is marketing.

Speaker 20:                  Ladies and gentlemen, if you’re here to create a Million Dollar Video Ad, get on your feet and make some noise in three, two, one.

Billy Gene Shaw:           All right. Everybody.

Billy Gene Shaw:           Get up. Get up. Go.

Billy Gene Shaw:           How much better. How much better. How much better. Yes. Yes. Okay. All right. Now, you have to sit down you look ridiculous. Change things right? It was a video. It was a video. We turned off the lights. You turned on your cell phone, nothing crazy happened. So what’s the $2 Million Video Ad Formula? Let’s break it down.

Billy Gene Shaw:           First were the words, what other people were saying, Billy Gene is marketing in addition to that, the music, it was hype music, it made you want to dance and go to the club, etc. In addition to that… Wait, we don’t need to play. Okay.

Billy Gene Shaw:           Makes you dance can do anything about it. In addition to that, the visuals, there was social proof built in. We showed other stages and audiences and how they reacted and that transfer that permission to you guys. In addition to this, we threw in the environment, you guys were in a different place a different energy.

Billy Gene Shaw:           In addition to that, the association how many of you recognize somebody in that video saying Billy Jean is marketing by show of hands? It’s like cheating in your videos. Okay. By the way, this is the first time I ever done this presentation. I’ll give you guys a heads up what’s about to happen in a couple minutes. Is just ridiculous. Okay.

Billy Gene Shaw:           I just want to tell you. This quote is pretty cool. I’ll give you the worksheets. Come on you know that’s my hook at the end stop. Making your customers fall in love with your brand isn’t luck it’s science. Let’s talk about this. Each element. Look at the words, exploit your kids for likes all day. I love your work you know your worth.

Billy Gene Shaw:           Other people saying Billy Gene is marketing. Even feel the energy immediately in the different sounds. Here we go. Intense, stress, versus the next one. Heart fell. The screens. All that makes an impact and then lastly. That Bill. Okay. The visuals, grabbing my CMO hair. My daughter. The stage. Environment.

Billy Gene Shaw:           You guys completely turned up. The association. The props using the cell phone. You guys take a picture of this one, because I don’t know if this is in the worksheets. Okay? But all of this is used to influence trust.

Billy Gene Shaw:           That’s the game. So on the bottom there, the trust level is what changed. When you saw the first video I’m saying like racist stuff. I’m talking about my kids. I’m beefing with Gary Vee like, “Holy cow. WTF?” I’m skeptical. Then when you see the daddy daughter day, you’re like, “Oh my god, just I don’t know, I just feel good about him. I don’t know what it is. I get a good feeling, something.”

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Billy Gene Shaw:           Then when you see the other ones, it’s like, “Oh, damn, he knows this person, this person, this person, he must be legit.” Science. Okay. This was presentation just takes a whole different type of turn. Why put all this energy into video? Why do this? Because competition is at an all time high, as you guys already know.

Billy Gene Shaw:           There’s a bunch of advertisers and only a little bit of real estate and meaning the actual space on Facebook, Instagram, and YouTube. How do you get attention and in an overcrowded marketplace? How do you get attention in an overcrowded marketplace? It’s simple, you’d be polarizing. But listen to me.

Billy Gene Shaw:           People like to hype up that word polarizing. You think you have to say mean things and attack people and all that jazz. But the truth is to be polarizing, all you have to do is start telling people how you really feel. It’s called being honest. And we’re going to show you a demonstration to show you how powerful this can be and uncomfortable.

Billy Gene Shaw:           How many of you are down to make a polarizing video right now by show of hands? The one’s that didn’t raise your hand, security, lock the doors. Don’t let them out. They go learn today. So here’s a little clip of last year. Anybody here in my talk last year at TMC? Couple of you. So just to show you the energy, how they were vibe last year, here’s a little highlight.

Billy Gene Shaw:           Seems like an episode of Walking Dead. Just people excited for no reason. I hope we can beat that this year. But this was way more comfortable to the point where I showed my team they’re like, “Dude, really? Do we have to go this far?” Yes. Because you’ll remember it and it will change the way that you do business. So, big disclaimer, this is pretend.

Billy Gene Shaw:           What we’re about to do is not real. So don’t get for real mad. It’s fake. Everybody was going to count three say the word pretend one, two, three pretend. Okay. I’m going to hold you to do that. All right. Do me a favor. Go ahead and stand up. Partner with the person right next to you. Partner with the person right next to you.

Billy Gene Shaw:           For the sake of time, I got a lot to cover. Okay. Right next to you. Take out your cell phones. Y’all remember this from last year? One of is the actor. One of you is the director. Okay. The actors, you’re going to say some weird stuff. Okay. When you have your cell phones out, make sure they’re horizontal. That means left to right. Like showed in the picture here. Okay?

Billy Gene Shaw:           Then actors, I need you to make me a promise. Promise that you’re going to read whatever is on the slide I’m going to show you. Say I promise. Say I promise.

Audience:                    I promise.

Billy Gene Shaw:           They locked the door so don’t really… Okay. Listen to me. You’re going to say with whatever emotion comes naturally to you. But you got to say it loudly. And again, you’re not going to offend anybody. You’re going to be mean to anybody. You’re just going to tell your truth. So, directors turn on the cameras and hit record. Go ahead and hit record. That right and here we go.

Billy Gene Shaw:           Here comes the line. When I count down from three, I want you to look into the camera, go all in and say Trump. Wait, wait. Hold on. You excited. You can tell he knows where this is going. No matter what, no matter how you feel, is the best president of all time. Okay. Here we go. On the count of three. Here it is. One, two, three.

Audience:                    Trump is the best president of all time.

Billy Gene Shaw:           Oh my god, you guys are so polarizing. Jeez. We’re not done yet switch cameras. Now the other person is going to go on the acting side. That one’s a little fun. That one’s a little uplifting even though I’m looking around and some of you literally didn’t say it. You really got mad at the person next to you some of you are switching seats because it offended you that they like something that you didn’t.

Billy Gene Shaw:           You’re so polarizing. All you did was say what you like. So now there’s next. This thing a little weird. Okay. One more time, pretend.

Audience:                    Pretend.

Billy Gene Shaw:           This one’s pretend. This is not… Okay. Here we go. Same thing but I want you to feel the energy of the room shift when we say this one. God is not real. Listen to that. Look at the person across from you. I want you to feel that. Pretend. Here we go on the count of three, one, two, three.

Audience:                    God is not real.

Billy Gene Shaw:           It doesn’t feel good, does it? Some people are like, “What the hell is going on? I’m calling Deiss. This has gone too far.” Okay. We talked about politics, we talked about religion. So now of course, we got to talk about sex, have a seat. Have a seat. There’s one more layer to this. Okay. Now again, the point of that exercise is realizing that again, did we say anything offensive to anybody. Did we call someone out of their name? Were we rude to somebody?

Billy Gene Shaw:           Or we were just taking our own stance and saying what we personally believe. So don’t think of polarizing as this evil thing. It’s just being honest. Some of you really believe what you just said. And your reactions recorded so you can look at that later. Okay. Here we go. Sex time. Take out your phones while you’re sitting. Okay, everybody log into Instagram. Login to Instagram.

Billy Gene Shaw:           Okay. I’m going to have you scroll Instagram for 10 seconds. I’m going to have you scroll Instagram for 10 seconds. On your mark, get set. You guys ready first of all? No? How long does it take to open Instagram? Act like you weren’t on it already anyway. That’s crazy. You ready?

Speaker 11:                  Go.

Billy Gene Shaw:           All right. Okay. Thank you for being ready. You know what? You just won the thousand dollars. She was ready. Okay. It will come eventually. Okay. No, my team will give it to you, we’ll Paypal or some shit. Okay. There we go. Distraction. Let’s come back. The timer. Here we go. Start scrolling. Instagram just scroll, scroll, scroll, keep scrolling. Scroll.

Billy Gene Shaw:           What do you see? Take a mental note. Scroll, scroll, scroll, scroll, scroll, scroll, scroll, scroll, scroll. 10 seconds is up. Stop looking at your phone. Important question. By show of hands, how many of you in the last 10 seconds saw butt cheeks? Look around. Then you have some people, I can see the hands, they’re like, “Yeah, I saw. I saw a cheek or two.”

Billy Gene Shaw:           It’s a phenomenon. You go on Instagram, you see, butt, it just gets a lot of clicks. Now, let me explain where I’m going with this, because I’m getting a little weird. Okay. Anybody ever created an ad before? Anybody created a video before? Anybody put that video out and then literally nobody saw it. It was the most inflating thing ever?

Billy Gene Shaw:           That’s everybody here. Stop playing. Okay. Boring will put you out of business in 2019 and I’m going to explain to you guys why butt cheeks are dominating your newsfeed. And I mean this seriously, okay? Because even though there’s butt on Instagram, your customers are also hanging out there, and you want them to buy stuff from you.

Billy Gene Shaw:           I’m going to give you the most non-techie explanation for how Facebook, Instagram and YouTube work. I know this is traveling conversion summit. And we like the tech stuff. But I promise you guys, it’s really this simple, especially for all of you that believe that the algorithm is out to get you. No, it’s not.

Billy Gene Shaw:           It’s actually been the same since the beginning. So let’s talk about that. Take two advertisers, advertiser A and advertiser B. And let’s say advertiser A wants to show an ad to 100 people. And then let’s say advertiser B, wants to show an ad or their post to those same 100 people.

Billy Gene Shaw:           But the difference is advertisers A video gets clicked two times. Advertiser B’s video gets clicked five times. Now let’s assume that they’re both paying $1 per click. Advertiser A pays Facebook how much money?

Audience:                    $2 dollars.

Billy Gene Shaw:           How much? Two bucks. Advertiser B, makes Facebook how much money?

Audience:                    Five bucks.

Billy Gene Shaw:           Which ad are they going to show? Your business is A, butt cheeks are B. That’s the algorithm. Is that simple. They are for profit company and they make more money from other stuff that’s more interesting than your stuff. Anybody have a light bulb moment right there. All these damn excuses. That’s it. Now let’s move forward.

Billy Gene Shaw:           Okay. So moral of the story, your content needs to be greater than butt cheeks. Take a picture of that slide. It’s very powerful. It’s a big deal there. It also needs to be greater than politics, animals, babies. That’s my daughter, weddings, and cars. Especially with license plates that say I’m black.

Billy Gene Shaw:           It’s a great product. It’s a great slide right now. It works. It’s how get engagement on my advertisements. Okay? And butt cheeks. Yeah, just I don’t know why that wasn’t in there. Who put that in there. Who did that? Okay. Anyway. Let’s go back. Another fun fact, Facebook, I’m going to read this one verbatim, so don’t mess it up.

Billy Gene Shaw:           If you have good content, they will charge you less money to show your stuff to incentivize you to spend more money. So fun fact for my good content creators out there and here it is. Same scenario. Advertise A shows an ad to 100 people, advertiser B wants to show it to the same people.

Billy Gene Shaw:           Two people click, five people click, but this time, Facebook only charges advertiser B 50 cents to reward them for having great content and even with that discount, they are still making more money than showing advertiser A’s content. That’s how you get a lower cost per click. If that makes sense say yes.

Audience:                    Yes.

Billy Gene Shaw:           I like it. Okay. Guess what? You guys want to get into some more weird stuff.

Audience:                    Yeah.

Billy Gene Shaw:           God’s not real. God too much, Bill.All right. Let’s go to a script. How can you make your videos more attractive than butt cheeks? Okay. Let’s, talk about that. The answer is short. This is actually worth taking a picture of, let me go. Can you go one back? There it is. Take a stand for your customer. Take a stand for your customer. Let me explain this and why you guys were so offended when we did that exercise.

Billy Gene Shaw:           Okay. Number one, you want to take a stand for your customer, defend their heroes. To some of you Trump is a hero. So when we’re doing that exercise and someone says they’re the best president of all time. Hell yes. I’ve been trying to tell you. Then you’re best friends with that person immediately.

Billy Gene Shaw:           For some of you, this guy was your hero. There it is. I make an advertisement defending him and it’s like, “Oh yeah, that’s my people. That’s my guy.” This is how you get people to fall in love with you. Defend their heroes. Then if you want to go one layer deeper, you know what you do? You defend their beliefs.

Billy Gene Shaw:           Remember that whole slide about God? By the way, I went to private Catholic school my whole life. Even making that slide was weird. I felt like somebody was watching me. I wasn’t going to sleep tonight. It was strange, for real. Defend their beliefs. Defend their beliefs. Okay. When you take a stand for your customers, what are they going to do?

Billy Gene Shaw:           They’re going to trust you and when they trust you they’re going to buy from you. This is a Million Dollar Ad Formula. It’s not this complicated thing. However, the best brands in the world not only defend their heroes, but they attack their villains. Now this next company I’m going to show you I cannot stand.

Billy Gene Shaw:           I have a strong hatred for them, but they are the best marketing company in the world. I’m going to show you a video they created to this every hero has a villain concept. Can we turn on the lights for a second and key this video up? Thank you guys. Kindly here we go in three, two, one.

Speaker 21:                  Hello, I’m a Mac.

Speaker 22:                  Hello, I’m a PC.

Speaker 21:                  We’ve aligned counting these days. We both run Microsoft Office.

Speaker 22:                  We both run Microsoft office. We share files. It’s great we just get along.

Speaker 21:                  PC

Speaker 22:                  Hi, I’m a PC.

Speaker 21:                  Pass that. We moved beyond that.

Speaker 22:                  Yeah, I have to restart there. You know how it is.

Speaker 21:                  Actually, I don’t.

Speaker 22:                  Oh, what Mac does have to…

Speaker 21:                  Had him and we lost him. I’m going to go get IT. Keep eye on him.

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Billy Gene Shaw:           Anybody remembers that? How many of you have a iPhones in here? Show of hands. Look around. You disgust me. You really do. You know, iPhone people always like… This is why I don’t get about you guys this complete tangent. But they sold you guys the same phone like 13 times, but this is a crazy thing. First they made it bigger, then they made it smaller, then they made it bigger again.

Billy Gene Shaw:           Then they made it smaller again. Then they said you can’t use your earphones anymore. And you guys are like, “Yes, Apple. Come on. Woo hoo” What? That’s the impact of a villain. How many of you feel like if you traded your phone in for an Android today, you’d be like, “Oh my gosh, I feel like I’m betraying them.” Show of hands.

Billy Gene Shaw:           That’s brand loyalty. And I show this example because a lot of you are like, “Well, my industry is a physical product. How can I have a hero and villain.” It’s a computer. If this is making sense say yes.

Audience:                    Yes.

Billy Gene Shaw:           All right. Let’s keep on rolling. Recap real quick. Think about your words, sounds, and visuals. Add your props, environment, and associations. Get attention by telling your customers how you really feel aka being polarizing, which is not a real thing. Four is identify your customers heroes. And then five is identify your customers villains.

Billy Gene Shaw:           Got your pictures? I’m going to go too fast again. They’ll be crying, “Oh, go back.” All right, here we go. Does anyone struggle when you go to do your videos about what to actually say? Is that problem for anybody? Like you get your camera setup, you feel good about it, but you’re like, “Damn it what now?” Would anybody like me to teach you right now my five part video script that you can use right now to start getting more customers.

Audience:                    Yeah.

Billy Gene Shaw:           That’s pretty good actually. I was expecting to ask again but okay. Are you sure?

Audience:                    Yeah.

Billy Gene Shaw:           I like you guys. I’m telling you, I really do. Okay. Let’s get into it. For this example, I’m going to build this script for agency owners specifically. It works for everything. But agency owners since a lot of you guys out here I’m sure. So that’s why I chose to focus on this topic for this example. So part one is piss them off.

Billy Gene Shaw:           Piss them off, okay? You ask yourself one question, who is your customers villain? So for agency owners who want to do marketing for businesses, the customer’s villain is who? That guy right there. Zucks. They’re mad at him. They’re ripping me off. They’re lying. You guys ever heard that shit? My customer is not on Facebook. Tell me if you heard somebody say that.

Billy Gene Shaw:           What, you live in a rock? What do you mean? Okay. Third one. People don’t click on Facebook ads and they most definitely don’t buy on Facebook ads Mr. Shaw. 2013, you know how many gyms told me that? Yeah, that’s cool man but Facebook ads just doesn’t work. 400 Orangetheory Fitness later. True story. Anyways, I thought that was cool moment.

Billy Gene Shaw:           Paul, make sure we filmed that. Okay. How do you turn this exercise into a video script? How do you turn this exercise into a video script? By adding this one simple question. Take a picture of that later. Is there anything more frustrating than, insert the exercise.

Billy Gene Shaw:           Sounds like this. Is there anything more frustrating than getting ripped off by Facebook? You spend 100 bucks get 100 clicks, but zero leads it’s got to be a scam Sam. And when you do get a lead the quality is absolute crap. You know, dang well, your customer is not on Facebook. And if they are they definitely aren’t clicking ads, and they most certainly aren’t buying your stuff.

Billy Gene Shaw:           That’s pretty good. One simple exercise that every single person can do right here. Let’s go to part two eliminate their guilt. As human beings, we love to not take accountability for anything in our life. If we can blame some stuff on other people, it’s just the best day ever. So what is your customer want to blame? I’ll tell you.

Billy Gene Shaw:           Well, the prices are just too high right now. It’s way too competitive. Is Facebook even the thing anymore? I don’t know. Isn’t that what they say. Algorithms always changing. That was not just big butt cheeks. And lastly, it’s impossible to scale. But I spent six bucks I was killing it. But then when spent 12, it just broke.

Billy Gene Shaw:           This a real conversation. Step three, give them the solution and ask yourself this question. What belief of theirs will you take a stand for? What belief of theirs will you take a stand for? In this particular case, it’s advertising should be profitable, not an expense.

Billy Gene Shaw:           People hate losing money, especially when they’re running ads. Okay? And then you have to explain why your product or service is the hero. How can you do that? Money Back Guarantee. Your biggest fear is losing money well go. This is what I did to grow my agency. Because it was good, if it doesn’t work I’ll give you your money back. You know what it made me do? Actually give a damn.

Billy Gene Shaw:           How to get results. How to win. That’s why I got good at this stuff. I didn’t get paid if I didn’t. And I never had the money to give them back too. I got away. I can’t pay you back anyway. Okay. Next, is deliver quality leads. Third is, case studies and testimonials. Go ahead, take picture of that.

Billy Gene Shaw:           And again, this is an exercise that you guys can use every single day till the end of time to make videos and sell stuff. Okay. Let’s go to part four, easy and urgent call to action. Give them a fast and low resistance way to get rid of the pain. Sounds like this. Click the button and I’ll send you blank. Click the button and I’ll ship you blank. Click the button and I’ll save you blank.

Billy Gene Shaw:           Simple, click the button and I’ll send you this free PDF, click the button and I’ll ship you this book, but you have to pay the shipping. Click the button and I’ll save you a seat in my new master class, da, da, da, sounds familiar?

Billy Gene Shaw:           It’s math. Science. It works. Tested all the time. Okay. Let’s put it all together. And this is the worksheet you guys definitely want. Definitely want. Okay. All I’m going to do is I’m going to read the entire script now from top to bottom, but all I’m doing is leveraging the Million Dollar Ad Formula. Okay.

Billy Gene Shaw:           It would sound something like this part one, getting ripped off by Facebook, you spend 100 bucks get 100 clicks but zero leads it’s got to be a scam. And when you get a lead the quality is absolute crap. You know, dang well your customer isn’t on Facebook. And if they are, they definitely aren’t clicking ads and they certainly aren’t buying stuff.

Billy Gene Shaw:           Part two. It’s not your fault. Price is at an all time high, algorithm is always changing and everything breaks when you try scaling your ads. Here is a switch. But can I ask you an honest question? Is it possible that it’s not a Facebook error, but it’s a user error?

Billy Gene Shaw:           Part three. Advertising should be profitable not an expense, and it definitely shouldn’t be complicated. So would you like me to run your ads for you? I offer a money back guarantee and more importantly, I guarantee quality leads that actually buy. Part four. Click the button and I’ll send you some customers for free to earn your trust. PS, Billy Gene is marketing. Is this script helpful?

Audience:                    Yeah.

Billy Gene Shaw:           Is it helpful.

Audience:                    Yeah.

Billy Gene Shaw:           You should use it? It’s made me a lot of money. Anybody here to make money? Yeah, use the damn script. It’s good. Really does work. Part Five, make it better the butt cheeks. How do you do that? Going to give you tactical resources right now some of these you may have heard before some of them are brand new to you. Number one is music. Two of my favorite resources. It’s called audiojungle.net and artiyst.io.

Billy Gene Shaw:           Now why are these music websites fantastic, because they allow you to search for music based on emotion. And they literally cost you like $7 to legally use a song in your advertisements. Two resources they both work super well. This is what it looks like. You just go in there, search the word angry, search the word sad, whatever it may be. Download the song seven bucks put into your videos legally. Simple.

Billy Gene Shaw:           Next, props. Using props in your advertisements, just go with extremely oversized items or really small items. It gets people attention every time. Two websites to get these items from shidigz.com and orientaltrading.com, also amazon.com. Next is the environment. This one’s free. If you’re like where do I do my video, I don’t want to go my house I don’t feel comfortable with it, etc.

Billy Gene Shaw:           Whatever city you live in, type in Google the top 10 most interesting places. Go there and start using the script and filming. Film on your cellphone by the way, if you see our highly produced ads, the ones that do the best are always the one where I’m just holding my phone in my hand.

Billy Gene Shaw:           Always. Not always, but most the time. And then lastly, is what we like to call dope footage. Dope footage. So there’s a website it’s called storyblocks.com. Anybody ever heard of it? It will change your life, storyblocks.com. Here’s what it allows you to do, to search for any video clip under the sun.

Billy Gene Shaw:           You can type in water, airplane flying, couple fighting, person in the gym. I think you pay a one time fee for a subscription and you can download HD footage that you can put in your videos right now. Is this helpful?

Audience:                    Yes.

Billy Gene Shaw:           I like it. I like you guys. Okay. Don’t clap yet. Not done. Okay. Raise your hand. If you’d like me to give you the Million Dollar Video Ad Worksheet. And these two books right here. It’s called How to create videos that sell bleep. How to sell bleep stuff. Anybody, by [inaudible 00:35:04] who wants it.

Billy Gene Shaw:           That’s good. We’re going to make a little deal. Okay? If you guys help me make a video advertisement right now for my business, I’ll give you them for free. And by the way, there’s no opt in. I’m just going to give you the page to go to you click a button and you download at the opening of this conference. I heard Ryan Deiss say, “Test something that you can immediately track the ROI with.”

Billy Gene Shaw:           Part that piss me off and why are you saying that man, now I got to do it. So now I’m going to test it and I’m going to implement right now. There’s absolutely no opt in at all. But I will pixel the hell out of you. Okay. So Paul, can you come up on camera? Here’s what I need to do as we close out. Okay.

Billy Gene Shaw:           And by the way, a spectacular timing. I’ve never had a presentation where I finished on time. This is no to sell. Okay. Anyways, Paul, come on stage. If y’all can stand up for me, please. Matter of fact, we’ve got a little time for Q and A. You guys want to do the questions, too?

Audience:                    Yeah.

Billy Gene Shaw:           Okay. We’ll that. We’re like three people y’all could stay. All right. Here we go. So close out strong. Stand up. Here’s what’s going to happen. I’m going to film with Paul, the very first part. Okay? And then we’re going to reveal you guys at the last second. So you saw that intro clip of like Damon Johnson saying Billy Gene is marketing and all these other people.

Billy Gene Shaw:           I’m like, “That’s cool. But I want you guys to say it.” What I’m going to ask you is when this camera turns around, and I turned around, I want everyone on the counter three to say, Billy Gene is marketing and then go nuts. Sound fair? And if you go nuts again, I will give another $1,000 to somebody else. Cool?

Audience:                    Yeah

 

(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)

Billy Gene Shaw:           If it worked once. Do it again. Right. Okay. Here we go. That was an expensive little test. So this better be good. All right. Okay. I always do deep breath before I film. It helps me, right? Hey, what’s up? It’s Billy Gene. And I know you see my ads all over the internet, but you still haven’t bought my stuff? Well, if you’re still on the fence, don’t take my word for it. Take this baby. I’m going to count to three, one, two, three.

Audience:                    Billy Gene is marketing.

Billy Gene Shaw:           Now, buy my shit. Damn it. Thank you guys, ladies and gentlemen. It’s been well. I appreciate you. Thanks for having me. Until next time. Thank you. Come up here, dude.

Sam:                             Is this thing on? One more time for Billy Gene guys.

Billy Gene Shaw:           Hey, Sam, I got eight minutes to do Q and A.

Sam:                             Let’s do it. Come up here dude. One more time. Come on.

Billy Gene Shaw:           I appreciate you. By the way round of applause for you. I told him before, I’m like, “By the way, I have three different introductions and you just say all these lines.” So thank you. I appreciate you.

Sam:                             We’re good.

Billy Gene Shaw:           Okay. Couple of questions. Q and A. Only ask if you want a real honest answer.

Speaker 23:                  What’s the link?

Billy Gene Shaw:           Someone say what’s my name?

Speaker 23:                  The link.

Billy Gene Shaw:           Do we have a microphone? Do we have runners? Or is that unplanned? Did I mess everything up?

Speaker 23:                  What’s the link?

Billy Gene Shaw:           Oh, the link, can you go back to the slide. I don’t know if we can do that without the music, because we attached it. I’ll give it to you one more time. But the music plays. I think it’s Billy’s books. Was that where that was?

Speaker 24:                  What’s the best props to use?

Billy Gene Shaw:           The best props to use?

Speaker 24:                  Yeah. Yeah.

Billy Gene Shaw:           A Ferrari. Let me tell you, like it’s so stupid, right? Because for those of you that know me like these earrings that cost me 12 bucks from Claire’s. I wear basketball shorts and a T-shirt almost every single day to work. Why do I have a Ferrari but yeah, it’s cool. It’s a great prop for my ads. When I include the Ferrari in my ads, people watch and then they complain what a douche.

Billy Gene Shaw:           Oh my God, he’s using this Ferrari. Well, let me see what he’s talking about though. Okay. I don’t show it because I… I got it. I show it because people want to see it. But think about it. We’re programmed from a young age. When we were kids thinking about being an entrepreneur being rich or professional athlete, what do we have on our walls? Posters and fancy cars. That’s what we did.

Speaker 25:                  Right here.

Billy Gene Shaw:           That’s right.

Speaker 25:                  Billy, how often should somebody be posting videos?

Billy Gene Shaw:           I’m on the… Look, how many of you feel like every time you go online, you see one of my ads. I’m a daily dude. I just think, look, eventually, for businesses to survive over the next three years. They’re going to have to create content and more businesses are getting that. When they do, there’s going to be more what?

Speaker 26:                  Competition.

Billy Gene Shaw:           Competition. So for me, I see it as like, “Dude, I have this three minute window to go all in.” So every single day that I can post, I have a five people in house that just do videos full time, because I see it as like free money. Free opportunity. Free brand. Right. Last month, we spent about 500 grand on our personal brand. Our ads were seen, I think 100 million times.

Billy Gene Shaw:           An episode of shark tank is seen by four to 5 million people. That’s one episode of shark tank. They was 20 Shark Tank episodes. All targeted. All concentrated. Why? Nobody wants to advertise. Then when you do you just putting up an image the barrier to entry for video. People are afraid of it so there’s not as many people. I’m just like, “Cool. I’ll make a video.” Whatever.

Sam:                             Right here, Billy.

Victor Grant:                Hey, Billy. Victor Grant here. I added bots and italics and emojis onto thing. What’s the role of formatting and making things more engaging to increase your relevance score?

Billy Gene Shaw:           Within a Facebook ad? Are you talking about the text? Or are you talking about the video?

Victor Grant:                The text and the video? I mean-

Billy Gene Shaw:           Dude, honestly, it was probably the full presentation for 45 minutes. The key is really just to say something that’s going to get someone’s attention. And unfortunately, what people pay attention to is making them mad. Is literally going against a release.

Billy Gene Shaw:           The reason why we did that exercise, because right now, if I write an advertisement that says, “Dude, if you believe in God, you really should read the rest of this article.” Or, “Hey, if you believe in God, I don’t think you’re that intelligent of a person.”

Billy Gene Shaw:           You’re like, “Wait, what?” That’s the game. Right? That’s the game. And just because you lead with that doesn’t mean you have to… We have a saying in our company, entertain, educate, execute. I got to entertain to get your attention. No matter what I want to teach you if you’re not paying attention to me, doesn’t really matter.

Billy Gene Shaw:           Entertain first, I’ll give you guys a tactical tip what I believe every single person in this room should do. You should sign up for an improv class. I’m dead serious. Go to an improv class. All you do is you go with a couple other people four or five and you role play, and you act and you have fun. It will loosen you up on camera and allow you to show a different side of yourself.

Speaker 28:                  It’s a lot [inaudible 00:42:24].

Billy Gene Shaw:           Yeah. Got you. His question is in regards to, Billy you have a big personality. You also have to understand our ads are seen a lot. It doesn’t mean everybody likes me. I am just really me. So people either absolutely love me. Or they’re like, “I cannot…” You know how many customers and DMs I get a day, bro I got to be honest. I couldn’t stand you the first time I saw your ads. But you changed my life I just got…

Billy Gene Shaw:           I wear that. I understand that I’m put this out, somebody’s going to be rubbed the wrong way. And I’m going to do that to them four or five times. And finally they’re going to listen to one of my messages. I’m going to change their life and they’re going to be best friend. How many of you here felt like that? You saw my ads and you’re like, “I hate this guy.” Look around. It’s a thing.

Speaker 29:                  I know this is a thing, even if it’s positive or negative. Even if people don’t like you they’re going to be interested.

Billy Gene Shaw:           Exactly, and we’ll do. Does anyone have the mic? Do we have the mic? Cool. So sorry about that? One last question and we’ll…

Sam:                             Let’s go right here. Hand right here with the hat.

Dr. Marisol:                  You were talking a lot of butts. And my business is about helping people to poo. So know your poo.

Billy Gene Shaw:           Well, pause. Hold on. You’re threw a lot at me. What happened. You got me. See, you should polarize me, now I’m paying attention.

Dr. Marisol:                  You whole presentation was about butts on Instagram. My platform I’m the queen of the thrones, so I’m a naturopathic doctor I teach people how to know their poo and then own their throne.

Billy Gene Shaw:           That’s what up.

Dr. Marisol:                  Not only on the toilet but in life, right? That’s my gig. I have under one minute video script that I created while I’ve been here-

Billy Gene Shaw:           Read it to everybody plug your stuff. Let’s go.

Dr. Marisol:                  That’s what I want to do. Okay. I need your critique, please. Okay.

Billy Gene Shaw:           I got you.

Dr. Marisol:                  It’s better if I acted on stage though.

Billy Gene Shaw:           I can’t promise that. I can’t promise that. That was a good try though.

Dr. Marisol:                  Okay. And I haven’t trademarked or anything like that, so forgive me. If is not perfect. Squaddie to go potty ain’t so hottie. When you go poo, poo wouldn’t you rather go woo hoo. I’m going to have props obviously. Okay.

Billy Gene Shaw:           Love it.

Dr. Marisol:                  I’m on a mission. Let’s start a movement so we can all have an improvement. I’m Dr. Marisol, your queen of the thrones, click the link below. Don’t you think it’s time you own your thrones? Let’s get this show on the road.

Billy Gene Shaw:           Yeah. All right. Good. You’re rapping about poop.

Dr. Marisol:                  Right I am. Yeah.

Billy Gene Shaw:           Nobody is doing it. But this is one of those things where you’ll get engagement, right? But it may not be the right kind of engagement that you want. Because you want buyer intent. So for me if I had your business, I would do… This is going to sound funky, but funky get it.

Billy Gene Shaw:           I would demonstrate. So for example, how many… This just take such a weird turn. But how many of you-

Dr. Marisol:                  I have a studio-

Billy Gene Shaw:           Wait real quick. Sorry. For a second. How many of you have ever seen a pimple popping video? Show of hands. It’s weird, right? This is the exact reaction like, “Oh my god, I… Oh, it’s still going. Steve, come here man. Let me show you this. This is crazy.” Now you’re watching it and you’re mesmerized. So to me the demonstration of, why would I care about that.

Billy Gene Shaw:           Because there’s a lot of education that’s required. So your whole thing is showing the difference between, what a healthy poop look like versus not healthy. When you have the props and if you want to send me your poop, let me dissect it for free. Whatever it is, right? But my time is up. Thank you guys.

Sam:                             Keep it going for Billy everybody.

Billy Gene Shaw:           I appreciate you man.

(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)



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Published on July 10th, 2019



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I love getting packages in the mail.

It doesn’t matter what season it is, a package makes any day feel like Christmas morning.

Fighting through bubble wrap, taking inventory of the goods, maybe laying them out for an Instagram photo.

I can’t get enough of any of it, and with the surge in popularity (and profitability) of the 23 monthly subscription boxes in this article, it’s clear I’m not the only one.

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At IMPACT, we’re big believers in video. 

Going beyond just words to introduce face and voices to your content, video is the fastest and most effective way to build trust with an audience and introduce them to your brand. 

It’s also an easily shareable and digestible way to get your message out to the world. There’s so much content in the form of text and images available, that video is a welcome retreat for tired readers and anyone on-the-go.

But some marketers might still be on the fence about just how useful it is.

Luckily, Digital Information World reported some fascinating compiled research about how people interact with video to get you on the video bandwagon.

These stats are essential to understanding how to position your video content for your audiences.

The first one that really stood out to me is that 1200% more shares are generated from video than text and images combined.

Think of the audience you would reach with 1200% more shares. More shares mean more eyes on your content. This could mean it leads more people to your site potentially signing up for your event, buying your product, etc. 

Video also engages people in a way that just text and images can’t. 

Think about a still frame from your favorite comedy film. 

It might make you smile, but it would make you actually laugh if you could hear what they were saying, see their facial expressions in motion. Video makes everything more alive.

Marketers who use it grow their revenue almost 50% faster than non-video marketers. All it takes is a camera and some lights, and you could be growing exponentially faster.

A pro tip that comes from this infographic is to make short and sweet videos. 

Most people don’t watch past two minutes. That means you have to strategically plan out the first few seconds of your content to make it as engaging as possible, and hope they’ll stick around.

We have a tendency to want to make feature films out of our content, but the fact is, people are busy and even if they want to, they are unlikely to watch that long. Make sure you give the pertinent information and keep their attention.

Furthermore, including video on a landing page can increase conversions by 80%. That’s wild! 

A Worthy Investment

It’s an investment to create videos or build a video team. It takes a lot of time to vet potential hires, not to mention a substantial monetary investment in the equipment needed.

Looking at these stats, you can tell that it’s worth the investment. You’ll engage a lot more people, and your sales will reap the benefits.

If you’re as excited about video as we are, but you need help getting started, contact us for help with production or coaching.

Check out the infographic from Digital Information World below for more eye-opening video statistics:

Video Stats





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Businesses of every size want to make customer and revenue growth their priorities, but achieving that growth is not simple. Myriad strategies exist—from highlighting flagship products, to building brand affinity through emotional appeals, to discounts that seek to sell immediately.

Regardless of the strategy, however, outstanding creative assets that attract attention and leave a lasting, positive impression pave the way for business growth.

However, marketers and advertisers often face difficulty when crafting great visual and messaging assets. Avoid at least some of those troubles by following the guidance in this article.

Visual Content


Think of the media you use as being integral parts of your message. Here are a few types of visual content that we recommend.

Product photos. Product photos can highlight new or relevant products through social media or display ads. Innovative brands find ways to spice up their product photos by showcasing them in use or in idealized settings. You might use nature as a backdrop or demonstrate through your photo the benefit your product provides to your potential customers.

Behind-the-scenes/company photos. Authenticity and relatability can bolster the connection that your audience feels toward your brand. With a little creativity, you can use behind-the-scenes photos that make your customers laugh or feel an emotional connection with you.

Aspirational photos. Brands use aspirational photos to highlight a lifestyle that meshes with their products and connects to their consumers—from travel, to interior design, to shaving companies highlighting the familial side of shaving.


User-generated content (UGC). Brands can use customer-submitted photos on company websites or social media platforms, providing social proof that a product will improve customers’ lives. UGC is a cost-effective way of getting visual content that also builds brand loyalty.

Videos. These can range from smartphone video to professional shoots. You can create a variety video types: documentary-style, animation, how-to videos… Video content can spur more customer engagement and create a narrative around your brand or products.

Infographics. Educating customers about product features (for example, the anatomy of a great running shoe), or interesting trends and fashions, is a fun way to encourage brand engagement. Infographics present educational material embedded within illustrations that support the copy. If you create a large-format infographic, you can split out several pieces of it to feature individually in a series of ads or posts. Infographics work well on social platforms because they are shareable and they offer readers value and entertainment.

Ad Content

Tons of advertising channels, formats, and placements exist online for you to take advantage of. Reach as much of your audience as possible by selecting the channels where your ideal customers are most likely to spend time.

If your business is experience-oriented, you might use Instagram ads with beautiful photos that enable viewers to imagine themselves in the same scene. If you want existing customers to buy more of your products, show them banner ads with accessories that match their prior purchases.

Banner ads help make your brand and products known to a large audience while increasing viewers’ intent to purchase. These ads use a (usually) static image along with promotional text. Banner ads work across many online ad networks and devices. Generally, banner ads should include your logo and a call to action. The type of image in your banner ad depends on what you want your viewer to do. If you’re using banner ads to characterize your brand as a solution to a particular customer need, try combining an emotional message with a relatable image demonstrating that customer need. If you want to drive purchases, you can combine attractive product photos with a limited time promotion. Ensure your banner ads link to the proper experience on your website, even if your goal is just brand association.

Native ads adjust format to fit the environment in which they appear. Your ad will blend in with the content your audience is viewing. Advertisers often choose to create ads that look like recommended content, such as a news story related to the article someone is reading on a website. According to our surveys, consumers are 25% more likely to view native ads, and they generate 53% higher clickthrough rate.

Dynamic ads insert content based on the person viewing the ad or based on your product feed. You can choose which products to show in your ads based on a visitor’s previous behavior, such as a product left in a shopping cart or products related to a recent purchase. Dynamic ads can automatically scroll through products and promotions like a marquee, or they can allow a viewer to scroll through products that interest them.

Video ads don’t need big production teams. You can turn static images into GIFs or create video ads with apps that come with your phone. Video ads are more engaging and more successful at creating a connection with an audience. In fact, advertisers report video as the content type with the highest ROI, and 80% of viewers can recall a video ad they saw within the past 30 days.

Best-Practices for Creating Ads

  • Include a call to action that makes it clear what you want a viewer to do, then make it simple for them to do exactly that.
  • Use ads to tease a product, service, or promotion. Earn the attention of the audience and entice them into following through to the richer content on your website.
  • Trying to fit your homepage content in a banner ad will not work, so stay concise and get to the point with your messaging.
  • Test a variety of ad types, calls to action, and images or video. Take the winners of your tests, create slight variations, then test again.

You now have a great foundation for advertising. As you experiment with your content, you will gain a greater understanding of how your audience engages with you and how best to serve them.

For more holistic insight on how to create a marketing strategy and grow your business, check out the AdRoll Ultimate Guide to Growth.



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Chances are, if you’re a marketer for a small business, you wear many different hats. Some of them probably aren’t even marketing hats. From product marketing to content creation, social posts to event presence—even sales—you name it: It’s on you.

So why would you want to and add video marketing on top of all that? The truth is, there are A LOT of benefits of video marketing for small businesses.

We’ve got 14 reasons why you should care about video—along with examples of how video can help your business and save you time and money in the long run.

1. Get on the second largest search engine in the world

With over a billion users who watch over 250 million hours of video each day, YouTube is the second largest search engine in the world. It’s where your potential buyers are searching, so you’d better be there. “How-to” searches are among the most popular on YouTube, making educational content a strategic opportunity in this space.

Make the most of the platform by understanding how YouTube content fits into the buyers’ journey.

2. Rank higher in search

While YouTube is the second largest search engine, Google is the first. Adding video to your website can increase your search rankings on Google (and others like Bing and Yahoo) significantly.

The truth is, adding a video to your website increases your chances of ranking on the first page of Google results by 50x. That makes it well worth the effort—especially when 75% of people never venture past that first page!

3. Increase the understanding of your product

Products can be complex, and it’s essential that your audience understands yours before they make a purchase. Lucky for you, website visitors are 64 to 85% more likely to purchase after watching a product video.

An explainer video gives you a chance to show—not just tell—potential customers what you’re offering and how it solves a problem. It tops our list of recommended videos to make first. So if you don’t have one yet, get on it!

4. Offer your consumers the medium they want

Video traffic will account for 80% of all consumer internet traffic in the world by 2021! On top of that, 4x as many consumers would rather watch a video about a product than read about it, according to eMarketer.

Without a doubt, video content is your audience’s medium of choice. Knowing that, why not give the people what they want?

5. Boost email click-throughs

Including the word video in an email subject line can boost open rates by 19%, and click-through rates by 65%. According to Martech Advisor, including video in emails can boost click rates by 300%!

The best way to include video in email is not to embed the video itself. This is because most email clients don’t actually support inline playing of the video. Even if they do, large video files increase the likelihood of your email getting caught in spam filters. Instead, include a thumbnail from the video in the email body that users can click to view the video on your website or landing page. You can even set the player to autoplay for the fewest clicks.

See what it looks like in the screenshot below.

screenshot of video sent via email

6. Build stronger brand affiliation and connection

Watching a video provides both audio and visual stimulation. The mere activation of both of these areas of the brain means that viewers are more engaged and therefore naturally develop stronger affiliation and interest in the content they’re consuming.

This is crucial for a small business striving for brand recognition and dependent on loyal customers who keep coming back for more.

7. Capitalize on the low barrier to entry

A lot of small businesses (and businesses in general) think that there are high costs associated with video and a long list of equipment that makes getting into the video marketing space tricky. It turns out, that’s all a myth.
Chances are, you have at least a 1080p camera in your pocket or on your desk right now. Maybe you’re even reading this post on it.

All you actually need to get started is a smartphone and some basic editing software. Even something like iMovie can be all the muscle you need to get started. So play with the big kids—you’re ready now!

8. Show up more in social feeds

Social feeds (Facebook and Instagram, specifically) do a great job of showing people what they want to see. Algorithms based on users’ previous activity, make it hard for small businesses to be discovered by new audiences.

At the same time, video posts are rising to the top of newsfeeds everywhere. People are more likely to stop mid-scroll for eye-catching video content and those interactions will always help your reach. So when it comes to social, video is your express route to being seen.

9. Create more low-touch education options

You don’t have a big team… even outside of marketing. So the more you can encourage your audience to educate and help themselves throughout the buyer’s journey, the better.

By creating low-touch educational video content, you make it easier not only on the buyer but also on the sales team. (Especially if that sales team is you!)

10. Tell a stronger story

There’s no better way to reel buyers in than with a compelling story. And who better to share your story than your biggest advocates: Your customers? You can record customer testimonials in person, but that isn’t always possible.

Luckily, there are other ways to make the magic happen. Getting a customer on video can be as simple (and as low-cost) as asking them to record themselves on their webcam or phone (use a free tool like GoVideo to make it even easier). You can provide them with a list of possible questions to answer or let them run with things completely unscripted. Either way, it’s powerful to have a real person explain in their own words why they love your product, your brand, and your team.

11. Increase conversions

Conversion rates double for websites using video. Your website is dying for a play button.

12. Track potential buyer consumption patterns

As video evolves, so do video metrics. It’s now not only possible but easy to track how long people are watching and what areas of your video are being re-watched or skipped.

Wait: It gets better. If you’re using a video platform that’s integrated with your marketing automation platform (MAP), like Hubspot, you can see this info for each of your potential buyers. That means you can create targeted follow-ups and have a more accurate idea of who’s interested and most likely to buy. If you have HubSpot, find out how to add video to your campaigns natively from your account.

Video editing screen capture

13. Make friends with authentic video footage

While you may think that high-budget, Hollywood-style videos are the ultimate goal, they may not be. And your smaller budget might actually pay off.

Today, buyers want to connect with brands, and creating scrappy webcam videos or screen shares can start to build that relationship authentically. Free video creation tools like GoVideo allow you to create, track and share these videos with three clicks of a button.

Get your CEO behind the camera and get going!

14. Get More ‘Bang for Your Buck’

As many as 40% of consumers state that video increases the chance that they’ll purchase a product on their mobile device. Website visitors are 64% more likely to purchase on an online retail site after watching a video.

Companies that use video are growing revenue 49% faster than those that don’t. The numbers speak for themselves, but we’ll say it anyway: You need video.

Now that you know why small businesses need video content, just remember that it’s not only video that will help your business grow, it’s how you use it. For more information on where you should be using video, check out the A Video Focused Buyer’s Journey Using Youtube and Vidyard [Infographic].




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For search marketers, YouTube offers access to 1.9 billion logged-in global users per month, making it the second largest search engine. And, Google reports that advertisers buying YouTube video ads in addition to search ads see, on average, 8% higher search conversion volume, 3% higher search conversion rates and 4% lower search CPAs (compared to advertisers who only run search ads).

However, YouTube’s automated bidding algorithm isn’t right for everyone. At SMX Advanced, Ashley Mo, regional director for 3Q Digital, discussed a few intelligent tactics that can improve your video campaign performance. Listen to her full Insights session below and head to the bottom for the full transcript.

Mo also provided Search Engine Land readers with some additional tips on automated bidding:

  • If you don’t have any conversion history for YouTube campaigns in your account, start with Max Conversions bidding and switch to Target CPA after the account has generated at least 30 conversions.
  • Wait at least 7-10 days prior to making bid changes. It is normal for performance to fluctuate, but over a 30 day period following an initial learning period, performance should be more stable. Use volume as an indicator of whether to change bids.
  • Campaign structure – separate different targeting types at the campaign level. As much as you may be tempted to, don’t change ad group level bids when making optimizations, always change at the campaign level.
  • Don’t overlay targeting on top of Custom Intent. This will reduce reach for users who have already expressed intent through their search behavior.
  • Consider testing micro-conversions like pageviews or an intermediate conversion if volume is limited.
  • Use different call-to-actions (with the same video creative) to see if you can improve CTR.

Transcript

GN:

This is the Search Engine Land podcast and I am your host George Nguyen. What you’re about to listen to, in particular, is an edition of SMXcast — content that comes straight from our SMX conference speakers and attendees.

You’re about to hear from Ashley Mo, a regional director at 3Q Digital. At SMX Advanced in Seattle, she delivered an Insights session on outsmarting YouTube’s automated bidding to drive more conversions. Enjoy and happy advertising.

AM:

Hi everyone. My name is Ashley. I have a lot of experience working with clients across verticals and specifically in YouTube. We’ve been working on trying to make it work for direct response, not just awareness and have managed to do that successfully with over $5 million in YouTube investment and hopefully a lot more. And, last year we took home Google’s premiere partner award in video innovation and, lucky for you all today, I’m going to share all of my secrets.

So to start off, the biggest news to YouTube is really that Google released TrueView for action into public beta this year. Some of you may have tested it last year, but now anyone can test it. So, by quick show of hands, who here has already run YouTube TrueView for action campaigns? Okay, it looks like maybe 5%, which is great that you’re here because I’m about to talk to you about why you should be testing it.

So, first, what is TrueView for action? So, if you are watching videos on YouTube, you’ve probably already been seeing these videos. This is an example of an ad and notably there’s this call to action overlay, which is designed to take someone outside of YouTube. So, that’s really the biggest difference here is before YouTube was focused on having branding campaigns and they wanted people to stay engaged and stay within the platform. And now they’re trying to monetize it and they realize that for advertisers to be successful, they need to be able to drive people to their landing page or to their app, because then they have a chance to take action. Whereas if they’re watching a video, maybe they’ll convert later. It’ll be a view through conversion. It’s hard to measure. So, by creating TrueView for action with a call to action overlay and the companion banner on the side, it’s making it easier for people on desktop, on mobile, on tablet to click on the ad and to engage and potentially convert.

So, why as search marketers, should we care about YouTube? It is a different platform even though it’s still available in the same Google Ads UI. So, a couple of statistics, there’s a ton of people on YouTube watching videos. I mean who here watches videos on YouTube? Probably everyone, right? So 1.9 billion people, 1 billion hours is a completely difficult to fathom and you might not think of YouTube as a search engine, but it is, and it’s actually the second largest search engine right after Google, so a great place to expand from search. And then based on some research that Google has done, they’ve seen that advertisers who run YouTube in addition to search ended up seeing an 8% higher search conversion volume and 3% higher search conversion rate. So there is actual incrementality by running both campaigns. And I can say anecdotally, we worked with a video streaming client and we used to run keywords on videos in their library. No one was searching for those, period. Sometimes those keywords wouldn’t even serve. And then when we started to promote them heavily on YouTube, we started to see searches for those and conversions. So it definitely does drive impact and with TrueView for action, it’s going to be easier to measure what happens after someone sees your ad. So that’s why you should care about YouTube.

And then the next question is, well, how exactly do I make it work for me? How do I drive conversions? This is really the tough part. So I have three tips for you today, but please come talk to me after if you want to learn more. I could talk for hours about YouTube. So my first tip is that contrary to what Google tells you, I think you should actually limit your reach when you first launch a campaign. Especially nowadays you have to use target CPA, which is automated bidding, with a TrueView for action campaign. It’s machine learning, so it takes time to learn. And if you allow it to target anyone across YouTube.com or the video partner network on desktop or mobile, it could very easily spend hundreds of dollars, not drive many conversions and you’ve already used up a large portion of your budget before you even gotten meaningful results. So I would say that you should always start conservatively. Think about what works for you on search. I think, for the most part, desktop-only targeting is going to work better than mobile as well as opting out of video partners. I can say that from experience, the YouTube.com traffic is premium. We see people click at a much higher rate and convert at a much higher rate. So just make sure you go through all of your campaign settings when you set up your campaign to make sure that you’re not — uncheck a lot of the things that Google defaults to, to make sure you’re kind of limiting the scope of it. That’s not to say that you shouldn’t ever run on mobile, because that is where over half of the YouTube views are. But, once you see that performance is consistent and that the target CPA stabilizes, then you can use that as an option to expand for scale.

So next tip is — this is pretty exciting for anyone who’s new to running on YouTube — you can actually use some of your insights from your search campaigns on YouTube with the new custom intent targeting, which is only available with TrueView for action. So you can actually target people who are actively researching your brand or your competitors or even non-brand keywords with video ads. You just pump in all the keywords and it creates an audience and then you can target that group. And some of the best practices here are going to be the same as search: You wouldn’t put all your different keyword types into one campaign. You’d want to separate them out so you can more easily measure performance. So I’d recommend setting up different buckets based on different categories like your search campaigns: so brand, competitor prospecting, etc. And that way, after you launch, you can kind of see how the audiences perform relative to each other.

So final tip is about creative. So anyone who’s run any type of video campaign knows that created is the most important thing and that’s what’s going to be key to success. And I know a lot of times it can be hard when you don’t have a lot of bandwidth or creative resources. I can’t tell you how many times clients say, “Oh, we just have this one video. Just go and run with it.” And the problem with that is that if that video doesn’t work well, then well then what do you do, right? You can have the best targeting and the wrong video and you’re not going to hit achieve any success on YouTube. So you should at least have multiple creatives. And that way you can compare performance. And then when your campaign, if it doesn’t do well, then you can see, well, did the view rate vary between the videos? Did the click through rate vary? You have something to compare. Another point about creative is that you don’t necessarily need a high-production video. I’ve seen clients have success with kind of low production where they take still images and kind of create this slide show. There are a lot of great tools out there, like Shakr is one of them, where they have pre-built templates and you can plug in existing images and assets and create a video. So definitely look into those options if you are having trouble coming up with multiple videos.

It is important that you’re captivating your audience very early on. Even though your goal with this campaign is not going to be — your number one goal is going to be at least click through rate; maybe conversion rate. But, if you have a low view rate on your video, then it’s not engaging, so make sure that you’re getting their attention right away.

So, just to recap this very short presentation: number one, limit your traffic to desktop traffic only on YouTube.com, and then make sure that you are using existing knowledge you have from search, testing that in YouTube, and make sure you have more than one creative. Thank you.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.



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Brands need a video marketing strategy — this idea isn’t new. What has changed is how important video has become on every platform and channel.

Video is no longer just one piece of your overall marketing plan. It’s central to your outreach and campaign efforts … especially your social strategy.

Video has absolutely dominated social. According to a recent HubSpot Research report, four of the top six channels on which global consumers watch video are social channels.

Why is this important? If you aren’t creating video, you’re likely falling behind. But don’t fret. For most videos, the more simple and raw it is, the more authentic the content seems … and that’s what really matters to your audience.

Better yet, video production is more cost-effective than ever — you can shoot in high-quality, 4K video with your smartphone.

Regardless, between camera equipment to lighting to editing software, the topic of video marketing can still seem pretty complicated. That’s why we compiled this guide.

Continue reading learn everything you need to know about video marketing strategy, or use the links below to jump to a specific section.

Access 5 Videos + A Free Guide for Using Video in Marketing

Why You Need to Focus on Video Marketing in 2019

2016 saw a surge in the popularity of video as a content marketing format. 2017 saw video rise to the top of your marketing tactic list. Video as a tactic was likely streamlined by your creative team as a one-to-many awareness play, with lots of focus on expensive production and little analysis to show for it.

2018 transformed video from a singular marketing tactic to an entire business strategy.

What does 2019 mean for video marketing? 2019 is the year for video as a holistic business approach, meaning video content will be produced by all teams in a conversational, actionable, and measurable way.

Learn how personalized video is shaping the future of marketing, sales, and customer service.

According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.

video-marketing-video-content-is-preferred

Video is useful for more than entertainment, too. Video on landing pages is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%. 90% of customers also say videos help them make buying decisions.

But video hasn’t only transformed how businesses market and consumers shop; it’s also revolutionized how salespeople connect with and convert prospects and how service teams support and delight customers. In short, video is incredibly useful throughout the entire flywheel — not just to heighten brand awareness.

Video can be a versatile tool for salespeople throughout the entire customer buying journey, and it can do much more than increase engagement. Backend analytics also help salespeople qualify and prioritize cold or unresponsive leads.

The options are also endless for service teams — onboarding videos, knowledge-based videos, meet the team videos, support video calls, and customer stories are just a few ways that video can create a more thorough, personalized customer support experience.

Lastly, 2019 has brought about a penchant for the authentic and raw. According to HubSpot Research, consumers and customers actually prefer lower quality, “authentic” video over high-quality video that seems artificial and inauthentic.

Video is within reach for businesses of virtually any size — team and budget alike. 45% of marketers plan to add YouTube to their content strategy in the next year. Will you join them?

The 12 Types of Marketing Videos

Before you begin filming, you first need to determine the type of video(s) you want to create. Check out this list to better understand your options.

1. Demo Videos

Demo videos showcase how your product works — whether that’s taking viewers on a tour of your software and how it can be used or unboxing and putting a physical product to the test.

Learn how to use video in each stage of the buyer’s journey.

2. Brand Videos

Brand videos are typically created as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and to intrigue and attract your target audience.

3. Event Videos

Is your business hosting a conference, round table discussion, fundraiser, or another type of event? Produce a highlight reel or release interesting interviews and presentations from the gathering.

4. Expert Interviews

Capturing interviews with internal experts or thought leaders in your industry is a great way to build trust and authority with your target audience. Find the influencers in your industry — whether they share your point-of-view or not — get these discussions in front of your audience.

5. Educational or How-To Videos

Instructional videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions. These videos can also be used by your sales and service teams as they work with customers.

6. Explainer Videos

This type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.

7. Animated Videos

Animated videos can be a great format for hard-to-grasp concepts that need strong visuals or to explain an abstract service or product. For example, we created the following video to promote a key (intangible) theme from the 2017 State of Inbound report.

8. Case Study and Customer Testimonial Videos

Your prospects want to know that your product can (and will) solve their specific problem. One of the best ways to prove this is by creating case study videos that feature your satisfied, loyal customers. These folks are your best advocates. Get them on-camera describing their challenges and how your company helped solve them.

Discover how businesses like yours used HubSpot to effectively implement marketing, sales, and service solutions.

9. Live Videos

Live video gives your viewers a special, behind-the-scenes look at your company. It also draws longer streams and higher engagement rates — viewers spend up to 8.1x longer with live video than with video-on-demand. Live-stream interviews, presentations, and events, and encourage viewers to comment with questions.

Learn how Facebook Live video can increase your social following and brand awareness.

10. 360° & Virtual Reality Videos

With 360° videos, viewers “scroll” around to see content from every angle — as if they were physically standing within the content. This spherical video style allows viewers to experience a location or event, such as exploring Antarctica or meeting a hammerhead shark. Virtual reality (VR) allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.

11. Augmented Reality (AR) Videos

In this style video, a digital layer is added to what you are currently viewing in the world. For example, you can point your phone’s camera at your living room and AR would allow you to see how a couch would look in the space. The IKEA Place app is a great example of this.

12. Personalized Messages

Video can be a creative way to continue a conversation or respond to someone via email or text. Use HubSpot Video or Loom to record yourself recapping an important meeting or giving personalized recommendations. These videos create a delightful, unique moment for your prospects and can drive them further down the purchase journey.

There’s a lot that goes into making a video. This section will walk you through the detailed process of creating and publishing a video for your business. Grab your camera and follow along.

1. Planning Your Video

Before you set up, record, or edit anything, start with a conversation about the purpose of your video. Why? Every decision made during the video creation process will point back to your video’s purpose and what action you’d like your audience to complete after watching it.

And, of course, without a clear purpose agreed upon by your team, you’ll find yourself in a whirlwind of re-shooting, re-framing, editing … and wasting a lot of precious time.

There are typically a lot of players when making a video. How can you ensure they’re all aligned?

Create a questionnaire using Google Forms or SurveyMonkey and pass it along to the stakeholders of the project. This way, you can ask the same questions of everyone and aggregate your answers in one place.

  • Who’s your target audience? What buyer persona are you targeting? This may be a segment of your company’s typical buyer persona.
  • What’s the goal? Is it to increase brand awareness? Sell more event tickets? Launch a new product? Ultimately, what do you want your audience to do after watching the video?
  • Where’s the video going to live? On Facebook? Behind a landing page form? You should begin with one target location — where you know your audience will discover the video — before repurposing it for other channels.
  • When’s it due? Always start with a timeline. A video on which you have a few months to work will have very a different budget and creative scope than a video needed in a few days.
  • What’s the budget? Video can be expensive, but it doesn’t have to be … if you set a budget. Do your research and set realistic parameters, especially before you answer the next question.
  • What are the creative requirements? With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a live-action video?
  • What will constitute success for the video? Choose several key performance indicators that correspond with your video goals — or hop down to the chapter in this guide on measuring and analyzing video.

2. Scripting Your Video

There’s a time and place for videos to be off-the-cuff and completely unscripted. You have tear-jerking documentaries, vlogging rants, and, of course, the holy grail: cat videos.

That being said, most business videos need a script.

If you skip this step, you’ll find yourself editing more than you need to, releasing a video longer than it should be, and probably losing your audience along the way.

Start writing your script the way you would begin a blog post — with an outline. List out your key points and order them logically.

Do all of your drafting in Google Docs to promote collaboration and real-time commenting. Use the “Insert > Table” function to adopt one of television’s traditional script-writing practices: the two-column script. Write your audio (script) in the left column and insert matching visual ideas in the right column.

video-marketing-blog-post-to-video-script

Don’t make the viewer wait until the final seconds to understand the purpose of your video … we promise they won’t stick around. Similar to a piece of journalistic writing, include a hook near the beginning that states the purpose of the video, especially for educational and explainer videos.

Notice, in our example below, that we don’t let the audience get past the second sentence without understanding what the video will be about.

video-marketing-blog-post-to-video-script

As you begin creating videos, you’ll notice a key difference between video scripts and your typical business blog post — the language. Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords.

Following the “Little-Known Instagram Hacks” example, note how a section from the original blog post could be transformed for video by using fewer words and relying on visuals.

  • Blog Post Version: “When someone tags you in a photo or video on Instagram, it’s automatically added to your profile under “Photos of You,” unless you opt to add tagged photos manually (see the next tip). To see the posts you’ve been tagged in, go to your own profile and click the person icon below your bio.”
  • Video Script: “The bigger your following gets, the more people will tag you in their posts. You can find all of these under the “Photos of You” tab on your profile.”

Most video scripts are short … probably shorter than you think. Keep a script timer handy to check your script length as you write and edit. For example, a 350-word script equates to a video that is nearly 2 minutes long.

Words on paper sound a lot different than they do when read out loud. That’s why we encourage organizing a table read of your script before you start filming. The point of a table read is to smooth out the kinks of the script and nail down inflection points.

Have a few people (writer and talent included) gather around a table with their laptops and read the script multiple times through. If you accidentally say a line different than what the script prescribes, think about why and consider changing the language to make it sound more natural.

 

3. Understanding Your Camera(s)

Too often the fear and uncertainty of equipment keep businesses from trying out video marketing. But learning to shoot video doesn’t have to be overwhelming.

It’s likely you have a great, easy-to-use camera right in your pocket: your iPhone.

 

Shooting with Your iPhone

Before filming with your iPhone, ensure your device has enough storage. Also, don’t forget to enable your iPhone’s Do Not Disturb feature to avoid distracting notifications while filming.

Once you open the iPhone’s camera, flip your phone horizontally to create the best possible viewing experience. Then, move close enough to your subject so you don’t have to use the zoom feature — it often makes the final video look pixelated and blurry.

Your iPhone might do a great job of focusing on the subject when you take photos, but when it comes to video the camera will continue adjusting and re-adjusting as you move around the scene. To solve this problem, lock the exposure before you press record. Hold your finger down on the subject of the video until a yellow box appears with the words “AE/AF Lock”.

video-marketing-shooting-with-iphone

Shooting with Prosumer and Professional Cameras

While iPhones are great for filming on the fly or becoming acclimated with video, at some point you may feel ready to graduate up to the next model. With all the digital cameras on the market, there are a ton of choices to pick from. Below we’ve identified a few options to simplify your search.

The first choice you make will be between purchasing a “prosumer” camera and a professional camera.

Prosumer cameras are considered the bridge between basic compact cameras and more advanced cameras. They’re perfect for someone interested in creating more video but want the option to just press record. Most have a fixed lens to keep things simple.

Professional cameras, like DSLRs, give you fine control over the manual settings of shooting video and allow you to achieve the shallow depth of field (background out of focus) that people rave about. While they’re primarily used for photography, DSLRs are incredibly small, work great in low light situations, and pair with a wide range of lenses — making them perfect for video. However, DSLRs do require some training (and additional purchases) of lenses.

If you’re interested in going the prosumer route, take a look at the Canon PowerShot ELPH 340. The GoPro HERO5 is another fun option for adventurous shoots with lots of movement.

Considering the expense of a DSLR camera, research your options and read plenty of reviews. Top of the line options (from most expensive to least) include the Sony Alpha a7SII, Nikon D810, and Canon EOS 5D Mark III. For a more cost-effective option, check out the Canon EOS 7D Mark II, Canon 80D, Nikon d3300, or Canon EOS Rebel T6.

Understanding Your Camera’s Manual Settings

If you choose a DSLR, there are a few settings you need to understand before your first shoot: frame rate, shutter speed, ISO, aperture, and color balance. Definitely keep your camera nearby as you read — manual settings can seem quite abstract without testing them for yourself.

But before we dive in, we want to stress that this is a high-level overview of each setting. If you find yourself wanting more, dive in and do some of your own research. There’s plenty to learn about how to manipulate these settings and use them together to create different looks.

Lastly, there will be a different method for adjusting these settings based on your specific camera. Always refer to your camera’s instruction manual.

Frame Rate

As with video concepts, there are tons of customization options. The most basic customization option when it comes to frame rate is shooting your video at 24 frames per second (fps) or 30fps.

Video experts often credit 24fps with a more “cinematic” look, while 30fps is more common, especially for videos that need to be projected or broadcasted. A good rule of thumb is to ask the end user of your video what his or her preferences are and shoot based on that. Then, be sure your resolution is at least 1920 x 1080 to maintain quality footage.


Once you’ve set your frame rate and resolution in your camera’s settings, it’s time to determine your aperture, shutter speed, and ISO. Be sure to turn your camera to manual mode to control these settings.

(While we’ll define each of these individually, know that these three variables are meant to work in tandem with each other. In fact, many photographers use the term Exposure Triangle to describe how they relate to light and how it interacts with the camera.)

video-marketing-exposure-triangle
Aperture

Aperture refers to the size of the opening in the lens. Like a human eye, a lens opens and closes to control the amount of light reaching the sensor. Aperture is measured in what’s called an f-stop. The smaller the f-stop number, the more open the lens is, while a larger number means the lens is more closed.

video-marketing-aperture-range

What does aperture mean for your video? When a lot of light comes into the camera (with a low f-stop number), you get a brighter image and a shallow depth of field. This is great for when you want your subject to stand out against a background. When less light comes into the camera (with a high f-stop number), you get what’s called deep depth of field and are able to maintain focus across a larger portion of your frame.

video-marketing-depth-of-field
Shutter Speed

To understand shutter speed, we first have to talk about photography. When taking a photo, shutter speed refers to the length of time the camera’s sensor is exposed to light. Think of it as how quickly or slowly the camera blinks.

If you’ve seen a perfectly timed photo of a hummingbird seemingly frozen in time, you’ve witnessed a very fast shutter speed. Meanwhile, an image of a rushing river with the water blurring together was probably taken with slow shutter speed.

Shutter speed is measured in seconds, or in most cases, fractions of seconds. The greater the denominator of the fraction is, the faster the shutter speed. So, 1/1000 would be faster than 1/30.

But what does shutter speed mean for video? We won’t go too deep into the science of shutter speed, but to pick the adequate setting, you’ll have to do a little math. First, multiply your frame rate by 2. So if you’re shooting in 24fps, that would be 48. This number becomes the denominator of your shutter speed fraction.

Since shutter speed is only available in a few increments, you’ll need to round 1/48 up to the next closest setting: 1/50. Here are some common shutter speeds and how to calculate them:

  • At 24fps, 24 x 2 = 48, equalling a shutter speed of 1/50
  • At 30fps, 30 x 2 = 60, equalling a shutter speed of 1/60
  • At 60fps, 60 x 2 = 120, equalling a shutter speed of 1/20

Remember, this process is just a guideline for choosing shutter speed. Traditionalists stick to these calculations, but there’s always room to tweak shutter speed slightly to achieve a desired effect. In the case of video, rules can be broken — as long as you have a good enough reason.

ISO

Last in the Exposure Triangle is ISO. In digital photography and videography, ISO measures the camera sensor’s sensitivity to light. On your camera, you’ll see the settings referred to with numbers in the hundreds or thousands (e.g. 200, 400, 800, 1600, etc).

The higher the number, the more sensitive your camera is to light … the lower the number, the less sensitive. ISO also affects the graininess of the image. Low ISOs produce a crisp shot, while high ISOs create a more noisy, grainy shot.

When choosing an ISO, consider the lighting. If your subject is well-lit (for example, if you were outside), you can get by with a lower ISO, ideally around 100 or 200. If you’re indoors in a low-light situation, you’ll need to bump up the ISO — just be careful of how grainy it makes your shot.

This is where you can begin to see how the three factors of the Exposure Triangle work together. When you have a low-lit situation, for example, you may choose a lens that can shoot with a low f-stop to let more light into the camera and avoid making the shot too noisy with a high ISO.

video-marketing-iso

If you’re just starting out with manual video settings, don’t be overwhelmed. Understanding the ins and outs of the Exposure Triangle takes time and a lot of practice. Here are two tips to beat the learning curve:

  • Start with photos. By switching your camera off video mode, you’ll be able to see the relationship between aperture, ISO, and shutter speed. Take a ton of photos and change each setting incrementally. Over time, the numbers will be less intimidating and switching between settings will make more sense — and become easier to apply to video.
  • Form a process. Every videographer has their own method, but we suggest setting your shutter speed first according to the math described above. Then adjust aperture according to the depth of field you want to create. Then, ISO. Finally, circle back to shutter speed for any fine adjustments.

While aperture, shutter speed, and ISO may be the three main pillars of manual photography and videography, there is a fourth piece of the puzzle that’s just as important: white balance.

White Balance

White balance tells your camera the color temperature of the environment you’re shooting in. Different types of light have different colors. For example, incandescent bulbs (like what many people put in a lamp) have a very warm color. The fluorescent lights (if you’re reading this in an office, look up) are a little bit cooler. Daylight is cooler yet. Before you begin shooting, you have to adjust your camera’s white balance according to your setup.

The exact settings on your camera will depend on your model, but there’s likely an auto option, a bunch of presets (daylight, cloudy, tungsten, etc.), and custom. Avoid auto white balance at all costs and opt for a preset or custom instead. If you have a top-of-the-line DSLR, there may also be an option to manually set the color temperature of the room, measured in Kelvin.

video-marketing-white-balance

To help you understand the importance of setting your white balance, consider the difference between these two photos. The environment is lit with yellow fluorescent lights. You can see how the appropriate setting looks natural, while the daylight setting adds a blue tint to the scene.

video-marketing-custom-white-balance
Focus

Focus isn’t one of the key settings of shooting, but it’s definitely important to keep in mind. With a DSLR, you have the option to shoot with autofocus or manual focus. It depends on the camera and lens you have, but typically autofocus is not the most accurate.

Instead, flip your lens to manual focus. Use the (+) and (-) buttons to enlarge the viewfinder and move in close to your subject’s face. Then, adjust the focus on the lens. For shooting a stationary setup like an interview, make sure the subject’s eyelashes are in focus — that way, you can be certain your footage is clear and sharp.

4. Setting Up Your Studio

When you begin building your in-office studio, the purchases can add up quickly. Not only do you need a camera, but the more you read, the more you realize you need tripods, lights, microphones, and more.

Take a breath. With a little bit of know-how, building your studio doesn’t have to be overwhelming. There are plenty of cost-effective choices and DIY hacks to make sure your videos look top-of-the-line.

Basic Equipment

Always shoot with a tripod. It should go without saying, but the handheld method you use for your Snapchat story isn’t going to cut it. Tripods will ensure you maintain a steady shot and not break any expensive equipment in the process.

Tripods range tremendously in price, and the quality of your tripod should depend on the level of camera and lens you have. If you’re shooting with your phone, you can get by with a table mount like the Arkon Tripod Mount or a full-size tripod like the Acuvar 50” Aluminum Tripod. For a DSLR, Manfrotto makes a variety of trustworthy tripods starting with the Manfrotto BeFree and increasing in quality and price from there.

Along with the tripod, stock up on camera batteries and SD cards. Recording video will cause you to run through both much quicker than taking photos.

Audio Equipment

If you’ve begun testing out your camera’s video capabilities, you’ve probably noticed that it has an internal microphone to record audio … don’t use it.

If you set up your camera at a reasonable distance from your subject, you’ll quickly learn that the internal microphone isn’t powerful enough to adequately record audio. Instead, you should begin investing in a few pieces of quality sound equipment.

When you’re shooting with your iPhone, there are a ton of microphone options that are all easy to use and decently cheap. For example, the Movo MA200 Omni-Directional iPhone microphone will give you a plug-and-play solution for capturing audio on the fly.

Opinions vary greatly among sound engineers on the best method and equipment for recording audio with a DSLR. You’ve likely seen many videos that use a lavalier microphone — the small piece that clips below the collar of the talent’s shirt. Lavaliers come in both wired and wireless options. However, lavaliers can be a bit obtrusive both for the talent (who has to have a wire threaded down his or her shirt) and for the viewer (who has to see a microphone for the whole video).

Instead, if you know you’re recording in a controlled environment (like a conference room in your office) we suggest recording with a shotgun mic. They’re reliable, remain out of the shot, and record background noise in a natural sounding way.

To create a shotgun mic setup in your office studio, you’ll need a shotgun mic like the Sennheiser ME66, a shotgun clip, light stand, XLR cable, and Zoom H4N recorder. The Zoom recorder will allow you to record audio separately on an SD card and adjust the gain for the environment you’re shooting in.

video-marketing-microphone-recorder

We admit these audio purchases may sound like a lot. But a shotgun mic setup is a worthy investment that will last for years. If you’re looking for a more cost-effective solution, look into the Rode VideoMic that mounts on top of your DSLR and plugs right into the camera body.

Lighting Equipment

You have a camera. You have audio. Now, let’s talk about lights.

To outfit your studio without breaking the bank, head over to your local home improvement store. Pick up extension cords and a few clamp lights with bulbs. You’ll also need three light stands, which are available on Amazon.

The traditional setup of video lights is known as three-point lighting. As you might guess, it involves three lights placed strategically around the subject, wrapping them in light and creating appealing shadows on their face.

First, you’ll need a key light. Place this at a 45-degree angle to the left or right of the subject. Lift the light above their head and aim it downwards. As the name suggests, this is the key light and should be bright enough that it could be the only light in the scene … if it had to be.

Next, place the fill light at a 45-degree angle on the other side and lift it close to or just above eye level. The purpose of the fill is to soften the shadows created by the key, but without getting rid of them completely. Therefore, the fill should be dimmer than the key light. If you have to use the same type of light for both, scoot the fill back and diffuse it by clipping a clear shower curtain onto the clamp light with clothespins.

Finally, the backlight will add a third layer of dimension. Scoot your subject away from the background. Lift a light above the subject’s head and place it behind them and off to the side so it’s out of the frame. The light should be aimed at the back of their head, creating a subtle rim of light and separating them from the background.

video-marketing-three-point-lighting-setup

Setting Up Your In-Office Studio

Now that you have all of your equipment, you’re finally ready to build your office studio. While you could always grab a closet to store your equipment in, let’s go a bit bigger and claim a conference room.

By having a designated studio, you’ll save loads of prep time for each shoot. Just make sure the conference room isn’t too empty. If you have to, bring in a couch, chairs, or blankets to minimize the echos in the room.

Speaking of sound, pay special attention to the hum of the air conditioning. Find a room with minimal noise or turn down the fan during recording. Consider purchasing photography paper to create a background that’s a little more appealing than a white conference room wall.

video-marketing-in-office-studio

When it comes time to shoot, clear out unnecessary people from the room and turn off the overhead lights. With your three-point lighting setup, there will be no need for those harsh fluorescents. When — and only when — everything is set up, call in your talent. There’s nothing worse than being nervous, and then having to anxiously watch as lights are turned on and the camera is tested.

5. Preparing Your Talent

If you have experienced, confident actors in your company, you’re lucky. Video talent is a rare resource. But with a little bit of coaching (and a fair share of nervous laughter), you can help your teammates thrive in front of the camera.

No matter if it’s your first video or your fiftieth, remember that getting in front of the camera is scary. Schedule plenty of time and give your talent the script early — but make it clear they don’t need to memorize it.

Instead, place a laptop below the eye-line of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voice over.

During the shoot, your job goes beyond pressing record. First and foremost, you need to be a coach. Balance critical feedback with support and be quick to give encouragement after each take. This is why conducting a table read during the scripting process is so important: It’s easier to give feedback when there’s not a camera in the room. Remember, be a little silly during the shoot or your talent will be on edge and uncomfortable — and it will show in the footage.

But while you’re maintaining the fun level on set, remain vigilant. It’s your job to pay attention to the little things, like making sure all of the mics are on or noticing if the lighting changes. Record each section many times and have your talent play with inflections. When you think they’ve nailed the shot … get just one more. At this point, your talent is already on a roll, and options will help tremendously during editing.

Finally, circle back to the beginning of the script at the end of your recording. Chances are your subject got more comfortable throughout the shoot. Since the beginning is often the most crucial part of the video, record that section again when they’re feeling the most confident.

Composition Basics

There are some films that are simply beautiful. It’s not the story or even the picturesque setting. In fact, the scene might take place in the dingiest of sets, but somehow each shot just feels right.

That’s the power of composition. When objects appear where they should in the frame, the quality of your video increases exponentially.

For video, the rules of composition are similar to what you may have learned in a photography or art class. First, consider the rule of thirds — the idea that you can create a sense of balance by imagining the canvas with two horizontal lines and two vertical lines. Key elements should occur at the intersection of these lines.

video-marketing-composition

For example, if you are shooting an interview or a how-to video, the subject’s eyes should align with the top horizontal line around one of the two intersections. For this “talking head” shot, you can also improve your composition by leaving enough (but not too much) headroom. This is the empty space above the person’s head.

video-marketing-composition

Image Credit: Hubspot Customer Success Story Featuring Parlor Skis

One of the best ways to improve the look of your video is to include b-roll. B-roll is the supplementary footage included as a cutaway. This might include shots of a customer service rep talking on a phone, a designer editing your website, visuals of your office, or even screenshots of your product. The key with b-roll is to make sure each and every piece enhances the story.

When you’re collecting b-roll, include a mix of shots from varying angles and distances. In fact, film professionals use different names to describe these variations.

  • Establishing Shots: Wide shots allow the viewer to see the entire scene. These are great to use when introducing the scene at the beginning of a video.
  • Medium Shots: Tighter shots that focus on the subject or a portion of the scene. Your classic interview shot could be considered a medium shot.
  • Close-ups: Tightly cropped shots zoomed in to show detail. These might feature someone’s hands typing on a keyboard or pouring a cup of coffee.

As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.

Here’s where the final lesson of composition comes in: continuity. Continuity is the process of combining shots into a sequence so that they appear to have happened at the same time and place. A key part of continuity is making sure any ancillary objects in the scene — for example, a cup of water on a desk — stay in the same place (and have the same amount of water) throughout all of the shots.

The other part of learning continuity is match on action. For the scene described above, you’d want to record the subject opening the door and walking in from both inside and outside the room. In post-production, you could then flip between the clips at the exact right time to make the cut seamless.

video-marketing-continuity

6. Shooting for the Edit

When it comes to video, some are better at shooting while others are better at editing. Whatever side you claim, you should understand the process and pain points of each.

For instance, as the person behind the camera, you may believe you collect ample footage and ask all the right interview questions. But to the editor, you may actually be shooting too much of one type of shot and missing out on some that would make their job easier.

Filmmakers teach a valuable lesson here: shoot for the edit. By remembering that the footage you record will be edited later, you can make smarter decisions and save countless hours in the editing room.

The first step in adopting a shoot-for-the-edit mindset is remembering to leave a buffer at the beginning and the end of each clip. There are called handles and can save editors from the headache of cutting too close to an important shot.

In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject’s face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.

video-marketing-jump-cut

Example of a jump cut

As a producer, your job is to capture plenty of b-roll to make sure your editor never runs out. Create a shot list of more b-roll ideas than you think you’ll need and mark them off as you record them.

To mask jump cuts, you can also shoot with two cameras, especially if you’re recording an interview without a script. Camera A would be the traditional, straight-on shot. Camera B should be angled 30 to 45-degrees to the side and capture a distinctly different shot. The editor could then flip between these two views to make the cut appear natural.

video-marketing-interview-angles

Example of switching between interview angles

A note about shooting with two cameras: Your editor will need to sync the footage between the different views. To help them do this, clap your hands loudly in the view of both cameras right before you ask the first interview question … yes, just like an old fashion clapboard. Modern editing software has auto-sync features, but this loud clap will help you initially line up the clips.

Finally, mark your good clips. Even if you’re recording a scripted video, you might have to record each section 10 or more times. Once your subject nails the take, wave your hand in front of the lens. That way, the editor can scrub directly to this visual cue and save time on footage review.

video-marketing-visual-cue

7. Organizing Your Footage

Yes, file organization is boring. But when video editing, it just might save your project.

Capturing video will force you to take a hard look at your computer and file organization habits. If you’re one of those people who work off a cluttered desktop — you know who you are — you’ll find yourself in a world of hurt.

First, video format files are incredibly large, so it’s very unlikely you’ll want to store any of them on your internal hard drive. You’ll quickly run out of storage, and your computer’s processing speed will begin lagging under the weight.

Instead, invest in an external hard drive like one of the Lacie Rugged models. External hard drives come in a variety of sizes and port options (Thunderbolt, USB 3.0, etc.). Multimedia creators will use the phrase “working off of an external” to describe storing all of their project files on this hard drive. This method also makes it easier to collaborate with teammates because you can easily share the drive.

Second, video editing programs are very particular about where you keep your files. If you don’t stick with the original file structure, you may find yourself buried in error messages. (We’ll cover software options and best practices in the next section.)

On your external hard drive, you should create a separate top-level folder for each project. Within this folder, there should be a prescribed set of “buckets” to store your video footage, audio, design assets, and more. Create a template project folder that you can copy and paste for each project using the image below as a guide.

video-marketing-organizing-footage

When you import your footage from your camera, place it in the “footage” folder on your hard drive.

For both the project folders and your editing files, follow a consistent naming structure. For example, you could start each name using YRMODA (year-month-date). So a video on Instagram Hacks might be named “180625_instagram_hacks” if it was started on June 25, 2018.

Even with a perfectly organized external hard drive, you’re not yet out of the weeds. You need to back up your files (and maybe even back up your backup files). It’s not uncommon to have an external hard drive for everyday work, another external for backups, and a third set of backups in the cloud via Dropbox or Google Drive.

8. Editing Your Video

Okay, you’ve filmed your video footage. Congrats — you’re halfway there!

Now it’s time to talk about editing. We get it, video editing can be confusing. It’s easy to feel overwhelmed at first, especially when you see software price tags! Luckily, there are many options for video editing based on your skill level, operating system, and budget. There are even free programs and mobile apps! Let’s go over a few options.

Intermediate: Apple iMovie

iMovie is Apple’s video editing software. Compatible with Macs and other iOS devices, iMovie is simple, user-friendly, and free on all Apple products. iMovie allows you to create and edit your videos by cutting together clips, adding titles, music, sound effects, basic color correction, filters, and special effects.

The program even provides helpful templates that simplify the editing process. The platform supports high-quality clips like 4K video footage and makes it easy to share your work directly to a video hosting platform. Limited access to advanced color correction and editing features mean it isn’t commonly used by professionals, but iMovie is still a great option if you’re just starting out.

Advanced: Adobe Premiere Pro

Adobe Premiere Pro is a leading video editing software program used by amateurs and professionals alike. With a customizable interface and numerous advanced editing tools, the platform is often called the industry standard for video editing and has been used to edit major Hollywood movies like Gone Girl and Deadpool.

Premiere makes it easy to collaborate with other editors, organize your material, and sync with other programs in the Adobe suite like After Effects and Photoshop. The platform supports high-quality footage (4K and higher) and includes advanced, built-in color correction and grading tools that set it apart from cheaper or free options like iMovie.

The only downside to Premiere is the cost. A year-long subscription to the latest Premiere Pro CC comes in around $240. If you’re new to video editing, you may want to experiment with a cheaper option like iMovie or Adobe Premiere Elements before investing in the Premiere Pro. On the fence? Check out some Adobe Premiere Pro tutorials here.

9. Choosing Your Music

What’s the first thing that comes to mind when you think about video? I’m guessing the actual video footage. While it’s important to concentrate on your video footage, don’t forget to factor music into your overall plan and budget.

Music is a powerful tool that can alter your video’s mood and tone — just watch the videos above! Choosing the right music often makes the difference between an amateur project and a professional piece of content. When used properly, it can help keep your viewer’s attention, evoke emotions, and define your overall editing style.

Before you start filming, set a music budget and research your local copyright laws. Copyright law can be very difficult to decipher, especially when you’re dealing with digital content. Bottom line: Most music isn’t free. If you use another artist’s music without permission or proper licensing, you risk video removal and legal action. In order to avoid copyright infringement, you’ll need to find royalty free tunes or pay a composer to create an original score. Royalty free songs aren’t free to use; they’re quality songs available for a single flat fee. This means you don’t have to worry about paying additional licensing fees or royalties in the future. YouTube, Pond5, and PremiumBeat are all great sites to find royalty free music.

Next, consider your audience and the overall mood for your production. Are you targeting a small audience that will appreciate the newest, underground hip-hop track, or do you need something that will appeal to many demographics? Are you creating a practical product tutorial or an upbeat event recap? Be sure to choose music that enhances the overall tone of your video.

In addition to considering your audience, be sure to contemplate the purpose of the music. Do you need background music or something with real impact? Will you be narrating or speaking in the video? If so, don’t let the music get in the way of your content. Sometimes the best music is the music you don’t remember at all.

After you’ve determined the type of music you need, it’s time to start analyzing potential songs. Consider the song’s pacing. Songs with a steady rhythm are easy to change to suit your video style. Hoping to include your favorite, Top 40 hit? Popular, radio songs are usually structured in 4-5 parts and can be difficult to transition. Try to choose simple songs that are easy to loop. If you’re looking for an instrumental song, be sure to find something that was recorded with real instruments. Songs made with digital samples can make your video feel unprofessional and out of date.

Finally, consider adding intro and outro music. Intro and outro music, or bookends, can serve as a theme for your content. These are a great choice if you don’t need music throughout your entire video. Bookend music can help set the tone for your video, naturally split your content into chapters, and leave your viewers feeling they had a complete experience.

While some videos feel unfinished without background music, others just need a few tunes to tie the project together. Pay attention to videos that have a similar style to see how others utilize music.

10. Recording Your Voice Over

You have your video footage and music — now it’s time to chat about voice overs. A voice over is the separate video narration that’s not spoken by the speaker on-camera. Voice overs are an effective tool that can help make your content more relatable, emotional, and fluid.

It’s important to remember that video audio is just as important as video visuals. The good news is that you don’t have to be the next Don LaFontaine or hire a professional to record a great voice over. Below are a few tips to capture audio on a budget.

  • Find a location. Decide on a spot to record. If you can’t go to a professional studio, try to pick a quiet room away from distracting external sounds like sirens, opening and closing doors, and people talking on the phone. Read your script aloud, and pay attention to the room’s acoustics. Does your voice echo or sound muffled? If so, consider recording in a different space or adding furniture to fill in the room.
  • Prepare. Practice makes perfect! Before you record, read through your script a few times and take note of any difficult pauses, transitions, and words. On the big day, be sure to stay hydrated and avoid wearing noisy clothing or jewelry. Also, use a stand, laptop, or teleprompter while recording so you aren’t rustling through a printed script.
  • Test and listen. Think you can record the perfect voice over in just one take? Think again! Invest in a good pair of headphones and keep an eye on your audio quality throughout the recording process. It’s easier to get a new take of audio than trying to fix it during the editing process. We recommend running through your script a few times, especially the first few paragraphs, to ensure that your voice is fully warmed up. If you hear popping or hissing sounds, try standing further away from the mic or invest in a pop filter.
  • Relax! Be sure to read slowly, pause, and take breaks while recording your voice over. Sometimes all you need is a sip of water to get back on track.

Video Hosting Platforms

You’re ready to publish your video. You shot the footage, edited it together, added music and a voice over, and exported it for the web. Now it’s time to get your video online so your audience can start viewing, sharing, and engaging with it.

You have several options for hosting videos online, and in this section, we’ll talk about some of the best ones.

YouTube

When you ask your friends which online video platform they use, the answer you probably hear the most is YouTube. YouTube is the largest video hosting platform, the second largest search platform after Google, and the third most visited website in the world. Every single day, people watch over five billion videos on YouTube. It’s also free to upload your videos to YouTube and optimize them for search.

In addition to its massive audience, YouTube offers several other features that make the platform a good option for hosting your video. Because YouTube videos are hosted on individual channels, the platform allows you to build a dedicated audience of subscribers. Users who follow your channel are more likely to see additional videos you upload.

Within your channel itself, you can also organize videos into playlists, making it easy for your audience to search within your content. As a social platform, viewers can engage with your videos by liking and commenting on them, providing you another chance to interact with your audience. YouTube also offers a variety of advertising options for more sophisticated targeting.

Although YouTube offers the benefit of reaching a large audience with no cost to upload and host videos, there are several downsides to the platform. While video ads can be a great tool for promoting your own content, the number of ads on the platform from other advertisers can detract from your viewer’s experience.

YouTube is also (surprise, surprise!) highly addicting. 83% of viewers prefer YouTube over any other video platform. Once viewers are on the platform, they usually stick around to watch another video … or 20. This can make it difficult to drive traffic back to your site from the platform. Despite these barriers, YouTube is a great platform for hosting videos and growing your audience.

Vimeo

If your friends didn’t answer your earlier question with “YouTube” then they most likely responded with Vimeo, the second largest video hosting platform. Vimeo’s audience is significantly smaller (715 million monthly views) than YouTube’s, but there are still many benefits that make it a favorite for content creators and viewers alike.

Among these is a simpler, cleaner, user interface that makes it easier to navigate the platform. Unlike YouTube, Vimeo has very limited ads and commercials that would otherwise detract from your viewers’ experience. Videos on Vimeo also tend to be higher quality than on YouTube, and the audience on the platform is likely to be more professional.

Vimeo offers several different premium account options to better suit businesses. The premium accounts provide additional storage, advanced analytics, customer support, player customization, access to lead generation tools, and much more. In additional to premium accounts, Vimeo also partners with businesses to produce quality marketing content.

If you’re looking to showcase high quality, artistic content, Vimeo might be the platform for you. Its engaged audience and beautiful aesthetic make it a great place to host creative videos. However, if you’re focused on quantity over quality and increasing your reach, you may want to explore other platform options.

Vidyard

Vidyard is a video hosting platform built specifically for businesses. It’s not just another option to store and manage your videos; instead, it allows you to become a fully video-enabled business. Here’s what we mean.

These days, we know posting your video to YouTube isn’t enough. You need channel-specific video content for Facebook and Instagram, not to mention for your website. Enter: Vidyard. The platform allows you to publish and update to all of these places from a central location.

From this portal, you’ll find all sorts of viewer insights. Discover what types of video content your audience likes and how they watch their videos. Then, channel those insights directly into your marketing automation software or CRM. For example, if that prospect you’ve been monitoring views your latest case study video, you’ll be notified straight away.

One of the coolest features of Vidyard is the ability to personalize videos with the viewer’s name or company directly in the video design. This is a creative addition as you begin working video into your marketing and sales strategies.

How to Use Video Throughout the Flywheel

Too often, companies jump at the opportunity to create their first video. They spend tons of money on an explainer video for their homepage, but as soon as the project is complete, all future video ambitions screech to a halt.

On the other hand, plenty of businesses churn out a slew of social videos. But since they’ve simply replicated fads they’ve seen, their videos hardly consider their audience’s challenges or habits.

Considering the time, money, and resources involved, video marketing can’t be an impulsive guessing game. Instead, you need to create a comprehensive video marketing strategy that applies to every facet of your flywheel. This means thinking in the context of the inbound methodology.

The inbound methodology is the marketing and sales approach focused on attracting customers through content and interactions that are relevant and helpful. Each video you create should acknowledge your audience’s challenges and provide a solution. Looking at the big picture, this content guides consumers through the journey of becoming aware of, evaluating, and purchasing your product or service.

video-marketing-buyers-journey

In the following sections, we’ll cover the types of videos you should create for each stage in the image above. To start, plan to create at least two videos for each. Don’t forget to include call-to-actions to help lead your audience through their purchase journey and into the role of “promoter.” Over time, you can improve based on conversion rates and the content gaps you discover.

video-marketing-funnel-flywheel

Attract (Marketing)

The first step of the inbound methodology is to attract — or turn strangers into visitors. Consumers at this stage are identifying their challenges and deciding whether or not they should seek out a solution. Therefore, the videos you create should empathize with their problems and introduce a possible solution in your product or service.

Ultimately, the goal of this kind of video is to expand reach and build trust. Because you are looking to garner shares for your video, it’ll likely be more entertaining and emotion-evoking than educational. But, you should still provide enough information to associate yourself as an authority on the topic.

Examples of videos in the “attract” stage include snackable social videos that show off your brand’s personality, thought leadership videos that establish you as a source of industry news and insight, brand films the share your values and mission, or explainers and how-to videos that provide relevant tips for solving your audience’s pain point.

Discover 75 tips for creating, sharing, and optimizing video for Facebook and Instagram.

For any “attract” video, avoid speaking too much about your product. Instead, let your brand values and personality be your north star(s). Finally, because these videos can live on a variety of channels, keep in mind the strategies of each platform. For example, a Facebook video might have a square aspect ratio and text animations for soundless viewers.

 

Convert (Marketing + Sales)

Now that you’ve attracted video viewers and website visitors, the next step is to convert these visitors into leads. With most inbound marketing content, this means collecting some sort of contact information via a form. Video can aid this process by visualizing a solution to the buyer’s problem, whether that’s before the form on a landing page or as the offer itself. Overall, the goal of this kind of video is to educate and excite.

“Convert” videos may include a webinar filled with tactical advice, product demos sent via email, landing page promotional videos, case studies, or more in-depth explainer and how-to videos. For example, while an “attract” video might provide a quick tip for nailing a sales pitch, a “convert” video could be an animated explainer video that breaks down the inbound sales methodology.

Close (Sales)

You’ve attracted a new audience with your videos and converted the right visitors into leads. Now’s the time to close these leads into customers. Yet, as important as this stage is, “close” videos are often the most overlooked by marketers and salespeople.

At this point, the consumer is weighing their options and deciding on the purchase. Therefore, the goal of this kind of video is to make your audience visualize themselves using your product or service — and thriving. There’s a reason 4X as many customers would rather watch a video about a product than read about it. Videos are able to display functionality and leverage emotions in ways a product description never could.

Great “close” videos include testimonials of customers with relatable stories, in-depth product demos, culture videos that sell viewers on your quality of service, or even personalized videos that explain exactly how your product could help their business

Delight (Service)

A purchase may have been made, but there’s still a lot of video can do to leverage the post-conversion stage of your flywheel. During the “delight stage” of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. It’s also in hopes that they’ll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.

Your first opportunity to delight comes directly after the purchase. Consider sending a thank you video to welcome them into the community or an on-boarding video to get them rolling with their new purchase. Then, build out a library of educational courses or product training videos to cater to consumers who prefer self-service or simply want to expand their expertise.

Defining Your Goals and Analyzing Results

At this point, you know how to create a video and where to host it. You’re ready to get started, right? Not quite. Before you dive in, you need to define your video goals and identify the best metrics for determining whether you’ve accomplished those goals.

Before launching any marketing campaign, it’s important to determine your primary video goal. This could be to increase brand awareness, engagement, or even conversions for a free trial. It’s crucial to pick out just one or two goals for each video. When you define more than that, your video will seem unfocused, making it difficult for viewers to determine what they should do next.

When thinking of your goals, be sure to keep your buyer persona and target audience in mind. How old are they? Where do they live? What are their interests? How do they typically consume media? What stage of the buyer’s journey are they in?

All of these questions can help determine what type of video you should make and where you should post it. For example, if your target audience is not familiar with your company, you probably want to make a video that focuses on brand awareness before producing an in-depth, product video. You’ll also want to host your video on a site that already has a large reach, like YouTube.

 

Next, let’s talk about metrics. Understanding these will equip you to define and measure your success and set your goals. When you post a video, it’s easy to get obsessed with one metric — view count. While view count can be an important metric, there are many others that may be more relevant to your campaign.

Below are some popular metrics you’ll see when you publish and track video.

  • View Count: View count is the number of times your video has been viewed — also referred to as reach. This metric is great to track if your goal is to increase brand awareness and have your content seen by as many people as possible. However, it’s important to remember that every video hosting platform measures a view differently. For example, a view on YouTube is 30 seconds while a view on Facebook is only 3 seconds. Be sure to read the fine print before reporting on your video view count.
  • Play Rate: Play rate is the percentage of people who played your video divided by the number of impressions it received. This metric helps determine how relevant or appealing your video is to your audience. If thousands of people see your video, but only a handful of people play it, it’s probably time to optimize your content.
  • Social Sharing and Comments: If you’re on social media, you’re probably familiar with sharing and commenting. Social shares and comments are good indicators of how relevant your content is with your target audience. If a viewer watches your video and takes the time to share it with their network, you probably created a great piece of content. Social shares are also important because the more times your video is shared, the more it’ll be viewed. If your goal is to reach a lot of people, social shares is a good metric to track.
  • Video Completions: If you took the time to make a video … you probably want people to watch the whole thing, right? A video completion is the number of times a video is played in its entirety. This metric can be more reliable than view count when trying to determine your video’s success.
  • Completion Rate: Completion rate is the number of people who completed your video divided by the number of people who played it. Completion rate and other engagement metrics are a great way to gauge a viewer’s reaction to your video. Do you have a low completion rate? Are people all dropping off at a certain point? This might be a sign that your video content is not resonating with your target audience.
  • Click-Through Rate: Click-through rate (CTR) is the number of times your call-to-action (CTA) is clicked divided by the number of times it’s viewed. CTR is a great indicator of how effective your video is at encouraging people to take your desired action. If your CTR is low, consider revising the design or copy of your CTA.
  • Conversion Rate: Conversion rate is the number of times visitors completed your desired action divided by the number of clicks on your CTA. If your goal is to have your viewers complete an action like signing up for a free trial, try adding a video to your landing page to see if your conversion rate increases.
  • Bounce Rate and Time-On-Page: Are you thinking about adding a video to a web page? Take note of the page bounce rate and the amount of time people spent on the page before you add the video. Be sure to check the metrics after you place the video to see if changes the way people interact with your other content.
video-marketing-kpis-to-track

Ready, Set, Action!

I’m guessing you’re feeling a little overwhelmed right now. Don’t worry, you’re not alone. Video editing and marketing can seem daunting at first, but with a little practice and patience, you can easily produce high-quality content that is unique to your brand.

With 71% of consumers watching more video online than they were a year ago, brands can no longer ignore their growing popularity. Thankfully, creating great content has never been easier!

Try turning a written blog into a video or create a product tutorial. Using video to showcase information in a new, interesting way is sure to interest and delight your audience. Pick up a camera, start filming, and watch your engagement levels increase. It’s time to make video a key part of your marketing strategy!

video marketing

Originally published Jun 18, 2019 2:33:00 PM, updated June 18 2019





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VidMob has raised $25 million in its latest round of funding. The company said it will use the money to further develop its Agile Creative Studio, an API platform that curates first-party creative data to offer insights for optimizing video ad campaigns.

Why we should care

VidMob’s Agile Creative Studio employs, what the company defines as, first-party creative data to identify the creative assets within a video ad that yield the strongest performance. VidMob’s technology uses machine learning to analyze video ads and then uses that data to modify video ads in real-time so that they deliver more of an impact.

“The ad actually actually improves over time through this iterative process of creating and learning,” VidMob CEO Alex Collmer told TechCrunch. He said the company is trying to build what it thinks of as an API for creative, “Today, that friction point is frequently with our platform partners, with the Facebooks and Snaps, but we see it expanding to other areas where you see imagery as the central point of communication.”

The company’s video creation, analytics and optimization tools are designed for social video advertisers. VidMob is a certified creative partner with all of the major social networks, including Facebook, YouTube, Snapchat, Twitter, Pinterest and LinkedIn. With more money to put toward its Agile Creative Studio technology, it will be able to offer advertisers a more comprehensive platform for their video advertising efforts.

More on the news

  • VidMob’s Agile Creative Studio platform is still in beta, but the company reports it has already analyzed more than 280,000 ad assets using the technology.
  • This Series B funding was led by BuildGroup, with additional investments from Acadia Woods, Herington LLC, Interlock Partners, Macanta Investments, LP’s of Manifest and You & Mr. Jones.
  • VidMob has now raised a total of $45 million since 2015 when it raised $2 million in seed funding to build out at marketplace for video editing professionals.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.



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Sales and marketing teams are more data-driven than ever—and that’s especially true of organizations using video. But there is are still many organizations who are struggling with video reporting and the ability to understand the clear value and impact video has on their organization.

With so much video data available to marketing and sales, what should leaders be measuring and reporting on to prove the impact on pipeline, opportunities, revenue, and make the most informed decision when it comes to your video marketing strategy?

Luckily Vidyard has been working on making it as easy as possible for organizations to report on the impact video has on various parts of your organization. With the Vidyard Salesforce Reporting Package, sales and marketing leaders are now able to easily understand the clear value and impact that video has on their business, including pipeline, opportunities, and revenue influenced by video.  



The reports package consists of a set of pre-built reports and dashboards in Salesforce. These were developed based on best practices for measuring the success of teams using video to generate and engage leads throughout the buyer’s journey.

Use the reports package to understand:

Marketing reports

  • Top video by number of opportunities influenced
  • Top videos by dollar amount of pipeline influenced
  • Top videos by dollar amount of closed revenue influenced
  • Top account by video views

Sales reports

  • Number of reps’ videos viewed by contacts and leads
  • Number of reps’ videos viewed
  • Dollar amount of pipeline influenced by video
  • Dollar amount closed with video by rep
  • Average video retention rate by rep

Let’s take a look at what you’ll get with the Marketing package

It’s like the old saying goes—If a tree falls in the woods, and you aren’t able to measure the impact of it on your organization, did it actually generate ROI?

With our new Salesforce Reporting Package now you can measure the impact of your marketing videos, and gain insight into what videos are influencing your pipeline, giving you the most complete video reporting package. 

This allows you to make the smartest video strategy decisions because you can now see which messages, video types, video content is having the biggest impact on your organization.

Let’s take a look at what you’ll get with the Sales package

With the Sales package, you’ll understand how video is influencing your deals with pre-built Salesforce reports and dashboards. You’ll be able to see metrics like the number of videos sent by rep, and pipeline generated with video.

This Allows you to easily gauge the impact video is having in your sales cycle and the difference it’s making for individual sales reps. You’ll be able to look at top performers and see what they are doing with video that can be shared with the rest of team.


Like we said at the beginning sales and marketing teams are more data-driven than ever—and that’s especially true of organizations using video. With these new reporting packages, you’ll be able to truly see how hard your video content is working, create a video strategy that truly aligns with your audience, and allow you to influence even more pipeline and deals.

To learn more about how these new Salesforce Reporting Packages can level-up your video reporting for your marketing and sales teams, book a demo today!




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This week, Ralph flips the switch and instead of telling us how to make great Facebook ads, he critiques 2 Facebook ads for us.

In this episode, he’ll go in-depth on his 2 favorite Facebook ads, their video scripts, and the copy behind them. Ralph will explain what’s so great about them and how you can make similar ads to increase your brand awareness and conversions.

IN THIS EPISODE YOU’LL LEARN:

  • How to see the library of a business’s Facebook ads: Go to their profile →  Click Page Transparency on the right-hand side → See More
  • The video formula Dr. Squatch is using in their Facebook video ads
  • Ralph’s preference of putting 3–5 benefits into each Facebook video
  • Why Ralph loves the Facebook video ad by Ministry of Supply
  • The #1 critique Ralph has for the Dr. Squatch and Ministry of Supply marketing team

 

LINKS AND RESOURCES MENTIONED IN THIS EPISODE:

Dr. Squatch on Facebook

Dr. Squatch Ad Library

Ministry of Supply on Facebook

Ministry of Supply Ad Library

 

Thanks for joining us this week. Want to subscribe to Perpetual Traffic? Connect with us on iTunes and leave us a review.

iTunes not your thing? Find us on Spotify, Stitcher, or TuneIn.



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