I’m a huge fan of video marketing, and I spend a lot of time studying what works and what does not. Do you know what makes a good video marketing campaign? Why do some video campaigns succeed, while others bomb?
We’re going to discover this right now. This is going to be a two part series. First, we’ll go over what makes a great video and secondly we’ll set up the actual campaign.
You can’t have one without the other.
I know some of you hate the thought of spending hundreds of thousands of dollars on a video marketing campaign. We do too. We have been on a video set with a fortune 500 company that spent $12 million to create 12 simple videos.
They went nowhere.
Most of you can’t do that, but that should not prevent you from creating a successful video campaign. I am going show you how.
Creating A Video That Works
Who are the Harmon Brothers?
They’re guys that charge $500,000+ for a video marketing campaign because they can. They take on winning products like Chatbooks, Squatty Potty, Fiberfix, and Purple, and accelerate their growth with a video marketing campaign.
They do this by creating a great video and pushing it out through Facebook, Instagram, New Wires, Google, and YouTube. It’s a system that has proven to be very successful.
They don’t just create viral videos. That’s the aftermath of a great video, a great product, and money well spent on ads. We hate the word viral. Millions of views don’t mean that you’re going to sell product.
My kids have a video with 1.5 million views and they’ve never sold a thing or had one person reach out. Forget the word “viral.”
We’re going to focus on sales and growth.
Meaning, we’re able to scale campaigns to where we can spend more on ads and make more money. This should be the focus of every campaign. It’s what matters. It’s not about branding or views, it’s about sales.
Lets assume the life time value of your client is $200 and your video campaign is producing clients at $100. That is scalable. You can increase your spend which will increase revenue. That is the goal. Create a campaign that you can spend $1 in ads and get $2 back.
A great video marketing campaign looks like this;
Create a video (mobile friendly)
Launch the video on both Facebook and YouTube simultaneously
Purchase views, ads, and PR
Make adjustments according to the numbers
What about your product?
Are successful video campaigns a success because of the product, or does the video campaign make the product successful?
Almost all the companies that Harmon Brothers worked with had some momentum and a budget. Very important!
Chatbooks is an amazing idea and a great app. Perfect for moms!
Squatty Potty actually works and was building momentum before their video hit the web.
Purple has one of the best mattresses.
Fiberfix is every man’s dream.
There’s no saving grace for a bad product or service. In fact, a video could accelerate the collapse of a business.
So before you even look into a campaign, make sure you have a great product or service.
It all starts with the script.
Everything starts with the video script.
I transcribed 3 different scripts and you’ll notice they have the same basic pattern of every other successful script…with a couple of exceptions.
Call to action
Wrapped in a story
Daniel Harmon, one of the founders of Harmon Brothers, said their videos are a mix between a branding video (Nike, Apple) and an infomercial (Shark Vacuum). That’s were the guarantee, social proof, and clear call to action come into play. Those are techniques that come from infomercials.
Here’s a simple breakdown of the Squatty Potty script and the Purple script.
H – Headline P – Problem S – Solution G – Guarantee CTA – Call To Action S Proof – Social Proof
You can see how they stick within a simple formula. Their opening scenes and headlines are exceptional. Go back and read the first line of the Squatty Potty Script. It’s a master piece. A Unicorn pooping on an ice cream cone is an attention grabber.
Let’s watch the Chatbooks video so that you can see the formula live.
Something that really stands out in the Chatbooks video is how much randomness is found in the script. If you do a quick break down here’s what you’ll get.
Problem – Making photo books sucks. It takes too much time, is expensive, and hard to do.
Solution – Chatbooks will do the work for you. It’s easy to use, takes no time, and only cost $8.
Their video could have done this in 30 seconds, but it took well over 3 minutes.
They needed you to buy into the story.
This is where the difficulty lies.
When creating a video script you must know your target audience and get them to buy into the story. If you can make this happen in 30 seconds, great. If not, don’t worry about the length. Do what it takes.
The message should dictate your video length. The length should not dictate your message unless the video has a time restriction. Like a 30 second TV commercial. Everyone says our attention spam is getting worse and nobody will watch a 3 minute video.
That’s simply not the case.
Nobody will watch a 3 minute video that is boring and does not apply to them. Big difference!
Creating the right message takes time, collaboration, and a great team.
Who do you think wrote the Chatbooks script? It was written by a woman who grew up in a crazy house with a lot of brothers and sisters. Here she is.
She nailed the message perfectly for mothers. What mother doesn’t see herself in some of those same situations?
Know your target audience and speak to them.
Here’s your takeaway.
Use the formula above. Headline, Problem, Solution, Guarantee, Call To Action, Social Proof, all wrapped up in a story.
Grab attention in the first 5 seconds. (woman fully clothed in the bathtub).
Figure out your exact target audience and speak to them.
Pick a character or story your target audience would relate to.
Once the script is wrapped up, send it out to a couple of people and get some feedback. Don’t expect to nail it on your first time. You will have to adjust headlines and call to actions. This is how you optimize a campaign.
Now you’re ready for production. I am not going to dive into the production process. We will leave that up to the creators, editors, and producers
The one piece of advice, to owners and CEOs, is to step aside and let the creatives do what you hired them to do.
Your opinion does matter, but at the end of the day, the results matter more. Let them go to work.
Here is a copy of the Chatbook’s script if you would like to break it down. A lot of times it is easier to use a template then try and create a whole new script from scratch.
Most of us should know how important running an effective video marketing campaign is, yet most businesses are not doing it. They either have no idea how to create a video or they do not know how to use it. In this little Video Marketing Guide, we are going to discuss 5 video marketing strategies that will help you get the most out of your videos.
A great marketing campaign starts with a well crafted message. It all starts with scripting. Your video needs to define Unique Selling Proposition in a way that people will take action. You can use our simple video formula:
A Strong opening paragraph that shows empathy
Identify the problem and turn up the pain
Provide the solution
Call them to action with urgency
It does not have to be all fancy and expensive. Videos taken with a phone can be just as effective as a $40,000 video shoot. It all comes down to the structure and your message.
Let’s assume you are a mortgage business and you are looking for first time home buyers.
Here’s a good sales script.
We know how confusing and frustrating it can be when buying your first home. You’ve just found your favorite home and the realtor wants to know if you are actually qualified to buy. You have no idea and you wonder how to get started. We all like the feeling of excitement when buying a home, but we know the dread of trying to qualify.
Most people put off the qualifying until it is too late and they lose their ernest money and cannot get into a home they hoped for. Others think they will qualify for a certain amount only to find out that they don’t because the loan officer messed up on the paper work. But do not worry! We’ve got a lighting fast approval process and an underwriting process to get you that maximum amount for the lowest cost.
We know you do not want to deal with all the underwriting docs, loans process, and huge amounts of paper work. That is why we are going to do it all for you. We can have you a full approval within a couple of minutes. Plus we can lock in your low rate for 60 days, so you do not run the risk of rising interest rates.
So call us today and get your approval, lock in your rate, and go home shopping with confidence. If you call this month you will get an extra 20% off our fee. Don’t wait, give us a call!”
You can use the script above and basically apply it to any industry.
Once you script is done you can move onto shooting your video and sending it out to the mass with our video marketing strategies.
Before we jump into the video strategies, let me explain the structure of this guide. After each step, you will find a link to a live tutorial video. Read the guide all the way through and then go back and watch the tutorial videos.
While watching the tutorial videos, create the ads in real time. Don’t worry about getting everything perfect. You can adjust over time.
Get ready because we are not only going to tell you what you should be doing, but we are going to show you exactly how to create a video marketing campaign.
Lets get started.
5 Video Marketing Strategies To Get The Most Out Of Your Videos.
1. Facebook Video Marketing Campaign
We have found Facebook to be an extremely effective way to deliver your message. You can target your exact audience for a very low cost.
We get asked all the time if Facebook will work for B2B. It does. It works great for B2C and B2B.
We have created a video tutorial on how to set up a Facebook video marketing campaign.
2. Facebook Remarketing Campaign
Most visitors do not buy on their first visit to your website. They need to see you 8 to 12 times before they will take action. There are always exceptions to this rule, but most need multiple touches.
Putting 10% to 20% of your ad budget towards remarketing is a good rule to go by.
Remarketing gives you a chance to educate your visitors and set you apart as an expert.
Do not always show ads that are trying to get your visitors to buy. Give them FREE education and material that will help their business. They get help and you look like an expert. It’s a win win.
3. YouTube campaign through Google Adwords
I love YouTube campaigns. By running a YouTube campaign you are able to place your video ad on specific videos like:
Videos in your industry
Videos in your same niche
We generate a lot of leads by placing our ads where our target audience is watching. YouTube gives you this luxury.
4. YouTube remarketing Campaign
Like Facebook remarketing, YouTube gives you the ability to tag people who have watched your videos.
Lets assume your browsing on YouTube and you are looking for a Loan. I am a Mortgage broker with a YouTube video to help first time home buyers. If you watch one of my YouTube videos, I am able to tag your browser and show you more of my videos through ads.
5. Facebook and YouTube Custom Audience Campaign
Finally we come to step 5 of our Video Marketing Strategy Campaign. All of us should be collecting emails. When you have a list, you are able to upload that list to both Facebook and YouTube.
Once the list is uploaded you can run ads to people who are on your list.
Don’t worry the video below will show you how to export your Linkedin contacts, upload your email address and start running them ads.
This can be done with your all your CRM contacts.
Thanks for reading our simple guide: The 5 Video Marketing Strategies to help you get the most out of your videos.
Go to work and use the tactics we have discussed. If you’re extremely limited by a budget, start with $5 a day.
I’m telling you…
When you implement a good video marketing campaign, you will generate business and traffic.
Facebook Video Marketing Strategy Video Transcript
Jace: Hey guys, Jace over here at Marketing Hy Today we’re going to be doing some Facebook video ads. I’m just going to show you a quick tutorial. We’re going to try to have this done in three minutes or under. This tutorial actually goes along with Five Strategies of Video Marketing, so if you want that guide, I’m going to put a link to it in the description that you can grab that guide and walk through it.
This is the first step, Facebook video ads. Obviously, you’ll want to jump into your ad campaign. If you don’t have an ad set up or if you don’t have your pixels set up, you need to do that before you start setting up any types of ads. Here’s an account we’ll jump on. There’s a few choices that it gives you. You can … I’ll just go back.
Basically, we’re going to do increased conversions to our website. Create an ad. This is where you’re going to want to put in your conversion pixel. You’ll choose this when you set your pixel up. You will choose what a conversion is. We’re going to go an age of 35-55. We’re marketing for voiceover IP phone system right now so we’re going after small businesses. Their main target audience is small businesses and medium sized businesses. We’re going to edit placements so if you go down here, you’ll want to take off Instagram, take off … Basically, you can switch this and go mobile only or desktop only. That makes a pretty big difference depending upon what you’re selling.
So make sure you don’t let … Like audience network, I don’t like to run ads there. I don’t like to run ads on Messenger. Instagram … I love Instagram ads, but you need to separate it out so for now, we’re just going to be running Facebook ads, nothing more and the right column and then in the feeds. Daily budget, $5.00. Now, a good little strategy when doing Facebook video marketing, is to spend $5.00, but if you have a budget of a few hundred dollars a day or a few thousand dollars a day, break your campaigns up and do a lot more campaigns.
I like to spend sometimes $300.00 a day on Facebook ads and I’ll do it all with $5.00 campaigns because I can just duplicate my campaigns. That way I get really nailed down on what is going to convert and what’s not going to convert. I’ve discussed that on some other videos you can go track down.
So we’re doing a video ad. I uploaded the video. Here it is. Here’s the page we’re going after. Here’s the website URL, the headline “Need a VOIP Phone System?” Whenever I write a headline, I like that headline to basically ask the question and qualify my audience. I don’t want anyone clicking on this ad that doesn’t have a need for a phone system. Here’s my text and then I have a call to action, “Learn more,” and then right here is an actual testimonial from a customer, my display link and then obviously, if my pixel was in place, I would be tracking this. It is not in place right now. This is just a brand new account.
That is interesting. So what you do is place order and I don’t know why that one’s not working, but you would place your order and the once your order’s placed, you’ll end up with … Something like this. So this is for that same phone company. Let me increase the size of that. You can see, we just started a new campaign back on the 11th and we’re spending … They do not have a huge budget, but what they want are leads. Right now they’re spending about $10,000.00 a day not getting anything. I mean, not a day, $10,000.00 a month between different businesses. So we basically said, “Let us at least generate you a couple of leads and give you a cost per lead.” So you can look right here. Here’s the campaign. I’ve already stopped some of these because they did not give me conversion, but if you look at this one, I have actually one, two, three, four, five, six different ads and you can see the leads are starting to come in. One, two, three, four … Four leads. Our cost per lead’s like $11.00 on that one.
On this one, we have seven leads. Cost per lead is actually $5.00. So you’re looking at a business right now spending $10,000.00 a month and not hardly generating any type of leads. By running simple Facebook video ads and Facebook ads, we’re able to now get a lead … You’re seeing $5.00 here. I’m happy to get a lead under $20.00 for this company so $5.00 is a great lead. Now, what we need to do is really scale up. We take this to the business and say, “Okay, this is going to work. Have you closed these leads? If, so, we’re going to scale.” Then, that $10,000.00 actually gets dropped into Facebook ads.
So if you have any questions, that is how you set up a simple video marketing … Well, Facebook video marketing ad and that is it. Thanks for listening. If you guys have any questions, go to our YouTube channel. You can always e-mail us. Email me: email@example.com or you can find my information at marketinghy.com and that’s H-Y, not H-I. Have a good day. See you.
How To setup a Facebook Remarketing Campaign Transcript
In this video we’re going to talk about Facebook remarketing and how to set up a simple Facebook remarketing campaign. What you want to do is go up here to your ads manager. Part of remarketing is you have to have this pixel in place. This pixel has to be put under your website and you have to build out an audience. First thing you want to do is go over here to audiences on your Facebook and you will create … I like to create the following. I like to do a 90 day visitor, a 7 day visitor, a 60 day visitor, 30 day, and 15 day visitor.
Now, this campaign, just barely set up, so you just go to “audience,” you go to a “custom audience,” comes up like this, go “website traffic.” Anyone who’s visited your website, put the day, name your audience, and then you have your audience set up. Then, all you do is create an ad. Now, we want to increase conversions. You just click there, “increase,” you build out your ad. Now, this is where you choose your audience. Right here, 30 day visitors, and then you go ahead and set up all of the information from where you want it to run now. Remember, don’t go crazy on budget. It’s better that you duplicate and do a lot of different ads.
Instead of doing one ad, spending a lot of money, break it up and do a lot of different ones, okay? That is it. That is how you do a remarketing campaign to any of your visitors. If you guys need help, visit us at MarketingHy.com, send us an email, jace@marketinghy, and we will talk later.
There are so many different Video Marketing Strategies that you can be using for your business. This blog post will show you a simple Video Marketing Strategy where we use Google Analytics, Google Adwords and YouTube. We are going to show you how to build a remarketing list from your Google Analytics account. The list will be pulled from your Adwords account.
The nice thing about this strategy is you can spend $5 dollars a day on it. If you pay 12 cents per view that will give you 42 views a day. That means 42 people are watching your message. It’s a great way to start.
Watch the video and see exactly how it’s done.
Here is the simple video Transcript forgive the errors
Hey, what’s up everyone? Today we’re going to go over a unique video marketing strategy. You’re going to need a couple of things to get started: AdWords account, an Analytics account and a YouTube video. So, let’s get started.
First off, what you’re going to do you’re going to- you want to be over here in your Analytics account. Okay, so the whole strategy is we’re going to design a campaign that is going to work off of our AdWords; it’s going to use Analytics account, plus our YouTube channel. And the whole idea is we’re going to pull in people from our PPC campaign, okay, people who have clicked on our Ads, or who have looked at something from our ads. So, if they had clicked on our ad, obviously we want to target them with a remarketing campaign. So, we’re going to set up a campaign that goes exactly with the exact AdWords campaign, and I hope that makes sense. So basically- I’ll make sense as I walk you through this. So, basically what you’re going to need is an AdWords account, an Analytics account and a YouTube video. Got it?
So, I’m on my Analytics account right now. I’m going to do this for our company just so you can see exactly how it works. I was going to do it for a local chiropractor, but I’m not sure if he wants his stuff showing on YouTube. So we’ll just do it for our.
So first thing you want to do is jump over into your Analytics account. Once you are there you’re going to want to build out an audience. So, go to Admin; most of the time you’re going to be here on Home. What you’re going to do is click on Admin. Go down to your audience definitions and audiences. And for this to work, you have to make sure you have your analytics and everything linked up. Make sure your AdWords account is linked up to your Analytics. Okay. So, I’m going to go All Website Data here. This is the destination account, which is the AdWords account and then I’m going to go create new. Then, jump over here to my traffic source and click on one of my campaigns. Okay. Remember this is a video marketing strategy that’s just going to go after people who get to my site or look at my ads from a video campaign. Now, I just set this up, so I hope I have enough people on it.
So, anyone who’s looking or gets to my site from my campaign that’s called YouTube video Ads, I am going to do that one. Okay. So, once again, Audience Builder. Go down to Traffic Source, and then you can pick a specific campaign that you have over on your AdWords account. So, if you jump on my AdWords account, here is a search campaign called YouTube video Ads. I’m going to target those guys specifically with this video. Okay. Audience name is YouTube video Ads, and this is very targeted. Got it? So, perfect. Now that audience is up. You can see who’s part of it the last seven days, membership duration- 30. It probably be smart to go over and also cookie that landing page; so if you’re driving that, with that specific campaign. So, if this AdWords campaign is driving them to a specific landing page it’ll be smart to also create an audience for that exact landing page. Okay, so you kind of hit them both.
Now, once we have the audience build, now it’s time to create the video campaign. So, you’re going to go over here to your AdWords account. Go down here to video. We’re just going to call this Video Marketing Strategy. So, probably I’ll have to go back and make some adjustments. Individual budget, so, we’re going to put $10. Actually, let’s say if you have a video marketing budget of $5; we’re going to put that right there.
Got it? I only want to go after the search. I don’t really like to do video partners on display. Most of my audience’s in United States and I’m going to actually start adding New Zealand. Now, you don’t really need to choose an audience if you don’t want to, because you’ve already defined the audience with your list. Okay, if you like, I just want to make sure that people from India and those places aren’t. I’m not buying ads from them. They’re just not my buyers. Okay, so reality is I don’t really need to do this with a remarketing campaign, but I’m going to anyway, just so you know. Okay.
Start delivery; I’m going to limit my impressions on this to five impressions, five views. Let’s go three. Okay. I like to rotate my ads evenly, especially if I have two ads, but it really doesn’t matter, because I’m only going to have one ad. I’m just letting you guys know when you create your own campaign to have that.
Okay. So, obviously they’re coming to my site for YouTube reasons. They’re looking to advertise on YouTube. Okay, but my keywords are all based on YouTube marketing, YouTube advertising. So, I got a video here that talks about running ads on your competitors’ videos. I’m going to put that in here. Okay. We’re going to do in stream. I’m going to take them back to my site. Video 1. We’re going to go $0.9 a view. I’m going to narrow that nine cents if you a min narrow that right there. Okay.
So, my audience, obviously any age, any gender, any interest, because I already have defined the audience that I want to go after. My remarketing is under AdWords Remarketing list. Anyone, right here, YouTube video ads; obviously I need to grow that. It is tracking them; I just have to get it a lot bigger. Done, and done.
Now, this is an in stream ad. It is not an in-display ad. I might want to go back and create an in display ad. So, I would just duplicate the same campaign and go run an in stream ad. Okay?
So, that’s it. Simple video marketing strategy that you guys can do. Let’s kind of go over it real quick again. First thing you’re going to do is jump onto your Google analytics. You’re going to define an audience. The audience I defined came from my AdWords account. So, video marketing strategy- nope. Video marketing- YouTube video ads. So, this is the campaign. I designed a specific audience based off of this campaign. So, anyone who comes to my website because of this campaign right here, I’m now going to remarket them and create another campaign, which is right here, Video Marketing Strategy Tutorial. Okay. This campaign is targeting these guys. Okay. A simple remarketing campaign and you create that like I showed you; going up here to campaigns, down video campaign. Make sure you have the YouTube video that you want that matches up with what that audience is looking for. Got it?
So, of you have any questions, let us know. You can always check out our other videos, subscribe to our channel if you like. We’re always putting out tutorial videos to do with video marketing. Okay. And, that is it. Enjoy!