how to use video marketing to grow your business with timestamps YoutubeScribe.com

[0:00] In 2017, 63% of businesses were using video
as a marketing tool.
[0:05] In 2018 that number rose to 81%.
[0:08] And in 2019, 87%.
[0:11] This is part of the reason why we jumped on
the bandwagon in 2018 and started publishing
[0:16] videos consistently.
[0:18] And it's led to over 100,000 YouTube subscribers,
[0:21] millions of views, and thousands of new
paying customers.
[0:24] So today, I'm going to show you how to use
video marketing to grow your business, even if
[0:28] you're in a so-called "boring" industry like SEO.
[0:32] Stay tuned.
[0:33] [music]
[0:37] Video marketing is powerful no doubt.
[0:39] And a lot of it has to do with accessibility.
[0:42] We watch videos on our computers,
mobile devices, and TVs.
[0:46] In fact, go to a metropolitan area like New
York, Las Vegas, Hong Kong, or wherever,
[0:52] and you'll likely see videos playing on billboards.
[0:55] And the numbers speak for themselves.
[0:56] In a 2018 study, it was reported that 85%
of US internet users watched online video
[1:03] content every month.
[1:05] So with such high demand for video content,
how do we use it as business owners and
[1:10] marketers to actually drive revenue?
[1:12] To answer that, let's first define video marketing.
[1:16] Video marketing is using videos to promote
and educate your target audience.
[1:20] It's also used to increase brand awareness
and social engagement, allowing you to reach
[1:24] new and bigger audiences.
[1:27] Now, video marketing doesn't mean you have
to create shows or be a personality that people
[1:31] fall head over heels for.
[1:33] A report from Hubspot Research shows that 54%
of consumers want to see videos from brands,
[1:39] which was higher than any other content type.
[1:42] Video is powerful for a few reasons.
[1:44] First, it allows you to demonstrate concepts
faster and more clearly.
[1:48] For example, as you're watching this video, you're
using your sense of hearing and your sense of sight
[1:53] together, creating a rich learning experience.
[1:57] Whereas text-based content limits you to just sight.
[2:00] For example, if you wanted to learn how to
do the reverse overlap putting grip, you might
[2:04] read this blog post.
[2:06] There's an image showing the grip and it says...
[2:08] "Apply your left hand to the putter grip and then,
just beneath, rest your hand around the putter grip.
[2:13] Link both your hands by lifting the index
finger of your left hand and wrapping it over
[2:18] the fingers of your right hand."
[2:20] Good luck doing that and getting it right.
[2:22] But watch this video for 30-seconds and you'll
master the technique in no time.
[2:27] Second, video allows you to create
a personal connection with viewers,
[2:31] which shouldn't be undermined.
[2:33] For example, I was creating videos for Ahrefs'
YouTube channel for around 6 months and then
[2:37] went to visit head office in Singapore for the first time.
[2:41] And when I walked into the office, the first
thing someone said to me was...
[2:45] "I feel like I already know you."
[2:47] A few of the other people around us laughed
and agreed.
[2:50] Now, creating that effect through a blog post
is much more challenging.
[2:54] Third, you can reach audiences in places like YouTube,
[2:57] where video is the only way to play the game.
[3:00] Now, as powerful as video can be you'll
need to create them so they
[3:03] a) resonate with your target audience;
[3:05] and b) ideally feature your products and services.
[3:09] So unless you're making money through ad
revenues, views alone won't pay the bills.
[3:14] So let's go through four steps to create great
video marketing campaigns.
[3:18] Step one is to define your audience.
[3:21] And to do that, start by thinking of who your
product or services serve.
[3:25] Knowing who your audience is in terms of gender,
age, profession, interests, or whatever information
[3:30] you can dig up, can help you shape
the format and content of your videos.
[3:35] So if you have an existing list of customers, start there.
[3:39] Define who they are, what kind of problems they
face, how they found you, and why they chose you.
[3:44] You can do simple customer surveys or one-to-one
calls and ask them those specific questions.
[3:49] Get to know their business and the problems they face.
[3:52] If you don't have any customers yet, you can use
[3:55] audience research tools like Facebook
Audience Insights.
[3:59] You'll need a Facebook Ads account for this,
but this tool is completely free.
[4:03] Just fill out the information in the sidebar
of who you think your audience is.
[4:07] For example, let's say I'm starting a new
tabletop games reviews channel.
[4:11] I'll set the Country to United States
assuming that's my target audience,
[4:15] and I'll set the Interests to tabletop games.
[4:18] And now you can see some insightful things
like the majority of people being between 25-44.
[4:24] And if we go to the Page Likes tab,
[4:26] you'll see some interests like electronics,
collectibles and video games.
[4:30] Below that are specific pages they like, which can
give you a good place to start for reviews to create.
[4:36] The next step is to define a primary objective.
[4:39] And there are three main categories for objectives.
[4:41] These are brand awareness, education, and
entertainment, aka. BEE.
[4:47] Brand awareness videos are usually short,
[4:49] and the purpose is to just make
people aware that you exist.
[4:53] Think of commercials you see on TV.
[4:55] It can be anything from McDonalds promoting
$2 Big Mac week
[4:58] or something like Slack's Animals commercial,
[5:01] where they show a team using their
software to create a flying umbrella.
[5:05] The main point is that the viewer should know the
brand name and have an idea of what they provide.
[5:10] Educational videos are like the ones we create
on YouTube.
[5:13] Most of our videos are tutorials on SEO and
marketing strategies.
[5:17] And as a software company, we show how our tools
make these processes easier and more effective.
[5:23] And entertainment is self-explanatory.
[5:25] Think of shows or series.
[5:26] They're often created as stories.
[5:29] For example, Red Bull does a really good job of this.
[5:31] They create series and videos around extreme
sports, which draws in their target customers.
[5:37] Now, just because you want to entertain, it
doesn't mean you can't educate or vice versa.
[5:42] But in my opinion, you should choose a primary
objective based on what you want to achieve.
[5:47] After you've defined your objective, it's
time to create the content.
[5:51] While I can't tell you exactly what to create
or how to create it, we can talk about a few
[5:56] sub-categories under the umbrella of video creation.
[6:00] So let's talk about optimal lengths, formats,
breaking through common struggles, and how
[6:05] you'll get these videos in front of the right people.
[6:07] So let's talk about how long your videos should be first.
[6:11] Content length will usually be determined
by your primary objective.
[6:15] For example, a brand awareness campaign can
be as short as 15 seconds, and usually won't
[6:20] exceed a couple of minutes.
[6:21] Again, think of commercials or those ads that
play before you watch certain YouTube videos.
[6:26] Educational content will be anywhere from
5 to 120 minutes.
[6:31] Our videos are usually 7 to 20 minutes, while
something like a webinar can easily go over an hour.
[6:37] As for entertainment, this will also vary
in duration.
[6:40] But I like to think of these kinds of videos as shows.
[6:43] This can range from 10 to 180 minutes depending
on the format.
[6:47] Speaking of format, this is where you'll see
quite a bit of variance as it depends on your
[6:52] audience, objective, industry, and
the message you want to get across.
[6:56] Meaning, there are no set rules.
[6:59] But there is one format that I've seen work for
all audiences, all objectives, and all industries.
[7:05] And it looks something like this.
[7:07] Problem, teaser, and solution or story.
[7:11] Whether it's a commercial, tutorial, or blockbuster
film, there's always a problem.
[7:16] Problems make content interesting and it's
something I recommend leading with.
[7:20] Next is the teaser.
[7:22] The point of this is to show that there's a solution
to the problem, without giving it away.
[7:26] Finally is story or solution.
[7:28] And this will often depend on your objective again.
[7:31] For example, educational videos will usually
have a clear-cut solution.
[7:35] Whereas videos that go the entertainment
route will likely have stories that lead to
[7:39] the solution or conclusion.
[7:41] Let's go through some examples.
[7:43] In the 2019 Super Bowl, Bud Light aired this
famous commercial.
[7:47] The problem starts when a giant barrel
of corn syrup is delivered to their factory.
[7:52] But since Bud Light doesn't use corn syrup
in their beer, they tease the answer that it
[7:56] must be one of their competitors' shipments,
like Miller Lite.
[8:00] The story goes on to show the journey of
delivering corn syrup to their competitor.
[8:04] Once they arrive at the castle, Miller Lite
says they already received their corn syrup,
[8:09] and suggests to deliver the barrel
to another competitor, Coors light.
[8:14] Bud Light gang heads over to the Coors' castle,
and they gladly accept the corn syrup.
[8:19] As for educational videos, it's easiest if
I use our tutorials as an example.
[8:24] With this video I started off by sharing how
important video marketing is.
[8:28] I then go onto tease the solution by showing how
we've used video to get over 100,000 subscribers,
[8:34] millions of views, and thousands of
new paying customers.
[8:37] Right now, we're in the solution stage where
I'm sharing what we've done and a step-by-step
[8:42] way to use video marketing for your company.
[8:45] Finally is the entertainment route.
[8:47] Just think of your favorite sitcom.
[8:48] There's always a problem, they often tease
what could be if the problem were solved,
[8:53] it leads into the story which is the bulk of the show,
[8:56] and ends with some kind of solution or conclusion.
[8:59] Now, I'm not saying that this formula is what
all successful videos follow.
[9:03] But if you're struggling to find your own
unique format, try it because it works.
[9:07] Alright, let's talk about some very real struggles
that come with the territory of being a video creator.
[9:13] Even though some of these roadblocks might
seem like huge problems in the moment,
[9:17] I promise that you can overcome them.
[9:19] So let's break down the problems and solutions.
[9:22] Struggle #1: I'm not good in front of the camera.
[9:25] This was and still is one of my greatest struggles.
[9:28] I don't feel natural standing here talking to
a lens, knowing that thousands of people
[9:32] are going to watch it.
[9:34] But the beauty of video is in editing.
[9:36] As you've seen from this video as well as
others, we use B-roll like screencasts, animations
[9:41] and text screens to take the attention off me
while creating better educational material.
[9:47] Another way to combat the jitters is to use
a teleprompter.
[9:50] This is what I use because it helps me deliver
as much information as possible in a short
[9:55] period of time rather than going off on tangents.
[9:58] Struggle #2: I don't have equipment or
the budget to buy it.
[10:03] Listen...video production quality is overrated.
[10:06] Yea, we spend a lot of time trying to produce
quality stuff, but at the same time, it's not
[10:10] a necessity to create impactful videos.
[10:13] You probably have a camera in your pocket
everywhere you go.
[10:16] It's called a smartphone.
[10:18] In fact, when Tim started Ahrefs' YouTube
channel in 2015, he created all his tutorials
[10:23] on a GoPro which is far from Hollywood equipment.
[10:26] But those videos took our channel from 0 to
2,600 subscribers in 5 months.
[10:32] No fancy cameras, microphones or backdrops.
[10:35] This brings us to the last common struggle.
[10:38] Struggle #3 is that English is not my first language.
[10:42] Tim is originally from Ukraine.
[10:44] And if you've watched any of his videos, you might
have noticed that English isn't his first language.
[10:48] Being a child of immigrant parents myself,
I know there are personal struggles in terms of
[10:53] how you think others might perceive you.
[10:55] So I thought it'd be best to have Tim share
his experiences on how he was able to power
[11:00] through and overcome this challenge.
[11:02] Hey guys! So Sam asked me to share
my experience of creating video content
[11:07] while not being a native English speaker.
[11:09] Should I also say, not being even a fluent
English speaker?
[11:13] So yeah, I did have my hesitations to
start recording videos or audio content
[11:19] because of my strong Ukrainian accent.
[11:22] So much so that I even recorded a video-question
to Gary Vee Show asking him if my heavy accent
[11:28] would be a problem and if it would make people
jump to conclusions and not listening to my content.
[11:34] Well, what Gary said was that it is true
that some people would hate my accent
[11:39] and choose not to watch my content because of it.
[11:42] But on the other hand, there are tons and tons of smart,
intelligent people all around the globe for whom English
[11:50] is not their first language
[11:52] So my accent is absolutely of no problem
for them as long as the content is good.
[11:57] So here's my advice for you.
[11:59] If you want to start creating video content
but you have an accent, don't bother about it,
[12:05] just start doing it.
[12:07] If your content is good, you'll find your audience
[12:09] and there will be many people who will appreciate
what you're doing despite your accent.
[12:14] And one last thing.
[12:15] Please, tell Sam that this t-shirt looks
much better on me than on him.
[12:19] Type it in the comments, please. Thanks!
[12:21] The final part to this video marketing puzzle
is likely the most important.
[12:25] And that's how you're going to get views
to your videos.
[12:28] And I'm not going to talk about things like TV, but
I will focus on three online marketing strategies
[12:34] that I've used to get more views.
[12:35] First is through organic reach.
[12:38] And this means ranking your videos on YouTube
and Google as well as being recommended through
[12:42] other YouTube features like suggested
views and browse features.
[12:46] To prove that we've done this, here's a graph
of our YouTube organic search traffic.
[12:50] We've invested a lot of effort into YouTube SEO,
[12:53] which has given us free and consistent
growth over time.
[12:56] And here's the fruit of our labor from our
video SEO efforts.
[13:00] This graph shows free and consistent views
that we get from Google search.
[13:04] YouTube SEO works particularly well if your
main objective is education.
[13:09] Naturally, people are and will always be searching
for helpful tutorials on various topics.
[13:15] Rather than going deep into how to do YouTube SEO,
[13:17] we have an actionable tutorial on how
you can rank your videos in YouTube,
[13:21] which I'll link up in the description.
[13:23] Another way to get views is to embed videos
on your blog or landing pages.
[13:28] If you have a website where you're already
getting consistent traffic, it's worth embedding
[13:32] your videos in relevant places.
[13:34] This is something we do regularly at Ahrefs
[13:36] and it's probably one of the lowest-hanging
tactics you can do.
[13:40] From what I've seen, embedding our videos on
relevant posts have helped us rank these videos
[13:45] in Google's video carousels, suggested clips,
and video search tab.
[13:50] Next is through other social media platforms.
[13:53] If you already have a following on Facebook,
Twitter, or LinkedIn, I'm sure you're already
[13:57] posting videos there.
[13:58] Now, if your goal is simply to get people
to consume your content,
[14:02] you can try uploading the entire video to
the social platform and see how they perform.
[14:07] But if your goal is to get people to your
YouTube channel, then I recommend creating
[14:11] short teaser clips and uploading them to
the social platform.
[14:15] And within the description, add a link to
your YouTube video.
[14:18] Every industry is different and every audience
is different too.
[14:22] Try both of these tactics and don't be afraid
to throw a bit of money into social ads.
[14:26] A little can go a long way.
[14:28] Speaking of ads, that's the final strategy I recommend.
[14:31] With video ads, I've only tried them on Facebook
and YouTube.
[14:34] And from what I've seen, Facebook tends to work well
for brand awareness and lead generation videos.
[14:40] Lead generation videos are ones where you
ask people to opt-in for a webinar or something
[14:44] else that's free.
[14:45] From there, you nurture the lead and then
try to sell your product.
[14:49] Facebook has arguably the best
audience-targeting features.
[14:52] So if you know your audience really well,
it can help you get engaged views fast.
[14:57] As for YouTube, we regularly use discovery
ads for full-length tutorials.
[15:02] These are ads that appear at the top of YouTube's
search results as well as in the suggested sidebar.
[15:07] You can target audiences or topics much like
Facebook's interest targeting
[15:12] and layer in demographic profiles.
[15:14] You can also do keyword targeting, where your
ads will appear when a user searches for specific
[15:19] words or phrases.
[15:21] Since our videos are mostly created to solve specific
problems, I've found keyword targeting to work
[15:26] really well to get engaged views, meaning long ones.
[15:30] Finally are in-stream ads, which are those
videos that play before a video.
[15:34] These work well if brand awareness is your objective.
[15:37] It's important to take note of the format of these ads.
[15:40] For example, people aren't able to skip the
first five seconds of the video.
[15:44] So two things you'll want to do in the first
five seconds are
[15:46] a) grab their attention enough so they'll
continue to watch;
[15:50] and b) make the focus on your brand.
[15:54] The second thing to note is that YouTube only
considers it a "view" if the user watches
[15:59] at least 30 seconds of your ad.
[16:01] Or the full video if it's shorter than 30
seconds.
[16:04] This means, if your video is 31 seconds, and
someone watches 29 seconds of that video,
[16:09] you won't be charged.
[16:10] So take that into account, too.
[16:12] At the end of the day, successful advertising
will come down to your targeting, the quality
[16:16] of the video, and how relevant it is to your
business and audience.
[16:21] I highly recommend trying out video ads.
[16:23] Even if you spend just $10 per day, you can get
hundreds of views.
[16:27] So by now, I'm hoping you feel an urgency
to start marketing with video.
[16:31] It's insanely powerful and the fact that you're
still here is a testament to its effectiveness.
[16:36] Now, if you enjoyed this video, make sure
to like, share and subscribe for more
[16:40] actionable marketing tutorials.
[16:42] And we've got a bunch of helpful tutorials on video
marketing so be sure to check out that playlist.
[16:47] I'll see you in the next tutorial.

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