Video marketing: Some ideas and tips from a non-expert (sharing more expert observations)

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google video marketing
A Google Image montage from the keywords "video construction marketing" Looks like (at least for me) a lot of my own work appears here.
google video marketing
A Google Image montage from the keywords “video construction marketing” Looks like (at least for me) a lot of my own work appears here.

I can’t claim to be a leading-edge video marketing practitioner.  Yes, it is technically easier than ever before to generate videos — and these can be truly effective in explaining things, demonstrating your work, and attracting client engagement. Maybe my failure to embrace video reflects my age and original career choice: When I learned the craft of journalism, I wanted to (and succeeded at) working for newspapers — and then (back in the late 1970s), broadcast journalism was generally known for its superficiality. Besides, as a word-based journalist, I could go virtually anywhere, unobtrusively, and get closer  to the story without the baggage of then then-bulky electronic broadcasting gear.

Darren Slaughter talks about video and SEO. Notably, before I posted this video, he had 48 views — hardly a “best seller” — but of course the real question is whether the message has reached its intended audience.

These days, of course, you simply need to turn on your laptop’s video camera or, even more simply, push a button on your phone. You can set up a live video feed or save the original work for later uploading on YouTube or other video platforms. And then you can easily embed the video into your website or distribute it through social media.

No one expects old-style “broadcast quality” — in fact too much “perfection” (for example, contracting with a professional narrator) could make your videos seem artificial and distant.

Nevertheless, you can go even further with readily available tools. Here are some additional innovations you could apply, based on this post by Kara Linck in Duct Tape Marketing.

Create a custom end card

You’ve watched videos where at the end it says, “If you liked this video, subscribe to my YouTube channel.” Now take that idea and instead, have them like your brand on Facebook, follow you on Twitter, or better yet, send them to a landing page to download a free eBook or checklist – where you directly capture their contact information.

 Include a verbal call to action

You’re making the video, your customers are watching the video, you have their attention, why not use this time to tell them where they can connect with you further? Video is a great way to gain your audience’s trust for you and your brand, so use this trust to further your relationship and engagements. Chances are, if they find you hilarious, intriguing or valuable, they’ll want to follow you for more hilarious, intriguing or valuable updates.

Insert the link in the video description

On most platforms where you’re uploading a video, you’re going to have the option to enter a description. Use this space to tell the story of your video and why they should click your link to further connect with your brand. Just posting the link probably isn’t enough to get prospects to click-through, but if you add descriptive copy and your video is valuable, this is as good a spot as any to capture your leads.

Use an email gate

Capture names and email addresses directly from your video with an email gate. This is the most direct way to capture leads from video marketing. Rather than leading a customer to a page or form, you actually require their contact information before they can watch the video – or before they can see a certain portion of the video.

Place the video directly on a landing page.

This lead capture tactic doesn’t use a third party to publish your video but instead relies on the fact that your viewer is already on your landing page. Now, the video is simply used to make the push to fill out the lead capture form. This, paired with the verbal call to action, can be a very effective way to use video for lead capture!

Use annotations within your video

For YouTube users, you may notice that some videos you watch have pop-ups throughout the video. They may make comments about the video, add facts or valuable information, or even provide updates to an old version of the video. Use these annotations to push leads to your social media sites, website or landing page! You can add a link with a caption, directions to check out the link in the description or even a phone number to call. This tactic requires no extra effort by the viewer to see how to connect more, much like the verbal call to action, and can be a very effective way to connect with viewers!

That’s quite a handful — but here is a simple way to get started. When you are with a client who truly is happy, ask if you can produce a brief testimonial video. Let the client speak in his or her own words, and capture the story with your phone. Once you’ve uploaded it to YouTube, you can quickly enough post it on social media and within a testimonial page on your website.

In this context, if a picture is worth 1,000 words, I believe a video would be worth 10,000.

However, darn it, I’m still into words more than video. You can’t call me an expert in this skill.

If you have some great video marketing initiatives you have applied or would like to share, please communicate with a comment or by email to buckshon@constructionmarketingideas.com.

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