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
- Scale up
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
- Social proof
- Overall benefit
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
Squatty Potty Script Structure
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.
Once your video is done, it’s now time to start pushing it out to your target audience. We will discuss this in part 2.
To be continued…
Let us know if you like this kind of content. Share it, comment, or reach out if you have questions.
Thanks for reading.
If you need a script or a video let us know.
Duplicating The Video Marketing Success Behind 100+ Million Views and $100 Million Sold In Product.
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!
You may want to check out some of our other video marketing tutorials.
Thanks for reading or watching our video on Video Marketing Strategies. If you have any questions, let us know.