In part 1 of this 2-part series on video marketing, I shared a 9-step process for getting started with video for your business, including some very significant stats on why video went from “nice to have” to an absolute must in 2015.
For those of you who are just warming up to video, I’ll give you a brief overview of three of the most popular video marketing platforms, and how they might fit into your business model.
Overview of three popular video marketing options
If you are starting from scratch, I know it can be daunting to try and decide which tool to use for the job, and video marketing is no exception.
It helps if you have some idea of what each video platform can offer, and which video service fits your tech abilities and communication style. Some are suited to more extroverted personalities, and others you can use for pretty much any niche or type of video.
Let’s take a look at three popular options.
1. Periscope: New kid on the block.
Periscope is barely in its infancy but it skyrocketed in popularity faster than any other social network, and was scooped up by Twitter for cool $86 million in early 2015.
Periscope is relatively easy to set up. You need a Twitter account and a smartphone. (You can’t record from your desktop or laptop yet, although you can view broadcast and recorded scopes.)
Scopes are broadcast live, and only stick around for 24hours, although workarounds have been made using tools like Katch or by direct recording your video screen to save a recording. If you have an iPhone, you can also save your scope to your camera roll.
Viewers are notified via Twitter announcements or notifications that those you follow are live.
Set up your account and in just a few minutes you are ready to create your first “on the fly” and very authentic, frills-free video broadcast.
If you are introverted and camera-shy, this might not be the best choice for you!
That’s what I love about this particular video medium – you don’t need expensive cameras, lighting equipment, and video editing. Just grab your phone, and you can start broadcasting.
Choose a few people from your industry, as well as some top-ranked periscopers and watch a few dozen scopes so you can see how they are getting “hearts” (like Facebook’s like button, but you can get dozens of hearts throughout any broadcast) and followers, and using Periscope for business, not just for fun.
Beware… It is highly addictive.
For more specific details on how to set up Periscope along with some tips on scoping strategy, check out Kim Garst’s free Periscope 101: Jumpstart Guide.
2. YouTube: The tried and tested video favourite
Did you know that YouTube is the second largest search engine? Guess who’s the first… Google! And guess who owns YouTube? Yep, Google. Right there are two reasons that YouTube videos are your video marketing friend.
Set up your YouTube account and don’t forget to add the cover photo, social network links, and a keyword description to help people find you and know instantly what your channel is about.
Then record videos on your phone or video camera and upload. Be sure to have a compelling keyword-rich title, add a few lines of description that ends with a call to action.
You can get fancy and use video editing software to add an intro clip or edit out bloopers. I use the screencapture software Screenflow because it is super simple for editing videos too, but you could also use iMovie on a Mac, or if you’re using a PC try Camtasia. YouTube also has a very basic video editor. If editing isn’t your bag, you could even outsource it on Upwork or Fiverr.
Videos can be any type, from screencast demonstrating how to do something via your computer screen – this is perfect if you don’t want to be on camera. Or another common video style is the “talking head” video where you face to camera, and simply record yourself talking, giving tips or advice on one particular topic. You don’t necessarily need any bells and whistles or complex video editing programs to start.
Try to keep videos to under five minutes so people stay interested. Plus, YouTube analytics and ranking no longer just look at the number of views but also how much of your video people stay to watch.
Once recorded, your YouTube videos can be used practically anywhere. You could add them to your blog post (for double search engine love), or share the link directly on social media. You could create a video series and create a mini course to use as your email autoresponder sequence after someone joins your email list. Or you could make the videos private or unlisted, and use them as a course or part of a membership site with the content “locked” on a special hidden page on your website.
The possibilities are pretty much endless.
3. Facebook video – the new darling in Facebook’s ever growing arsenal of tools
Facebook native videos are their new baby, so they are getting some pretty special treatment at the moment, which is great for business marketing videos.
Uploading your videos directly to Facebook, instead of sharing a YouTube link, is a smart marketing tactic.
The concept is the same as with YouTube where you can upload any type of video, recorded from your phone or video camera or computer screencast. You can even try “Facebook live” which is similar to (Twitter-owned) Periscope or Google’s Hangouts on Air.
The major difference is that Facebook is giving preferential treatment to its own videos so they get shown more in newsfeeds than YouTube videos. If you are considering Facebook ads, they cost significantly less posts with a YouTube video link or even regular photo ads. Recently I ran video ads that cost as little as $0.04 per view.
Those are some excellent reasons to test out this video marketing option.
What about all the other video platforms?
Before you start commenting that there are X, Y and Z other video marketing tools, this is just a taste of what’s out there, and what might be a good fit for a variety of freelancers to get their feet wet with video.
As with any other social network or online marketing, new tools and resources are popping up every day. Blab and Snapchat are relatively new for marketing and business, and undoubtedly countless others will be have been added if you don’t read this post as soon as it was published.
Let’s recap, shall we?
You want to get found online, connect and build trust with your customers, and grow your business. You want to have a bigger impact, reach more people, and spend less time doing it. You want a way to share your content once, and have it keep working for you on autopilot.
Video marketing can do that for you!
You now have a step by step process to get started with video marketing, as well as three video marketing platforms (Periscope, YouTube, and Facebook Video) to make it easy for you to choose one that suits your personality and your freelancing business.
Tell me, how will you add video marketing to your business?