As a business owner you decided to grow your business by creating videos. You have this idea and you understand the need:
- to build your online presence
- to bring trust and loyalty to your product
- to educate your clients
But you still seam desperate to figure out where to start and what to talk about. Let’s dive in. I hope I can help you.
IDENTIFY YOUR AUDIENCE
In order to build your tribe you have to think who your audience will be and how you can help them. Your goal is to find that connection to build your relationship. Dig deeper and honestly answer the question, why you are going to spend time and energy putting these videos together for your audience. Identifying your audience will help you find topics for your videos. Sure thing, not every person will find a need or desire to watch you or follow you. Create for those who need you. Analyze your existing clients: who they are, what they want, how you can help them. Try to solve one problem at a time. Start with narrow, more specific circle of your clients, later you can extend to much wider topics.
CAN’T COME UP WITH THE VIDEO TOPICS
Think what problem your existing client had and what knowledge or advice of yours helped him /her to solve it. This is your topic for one video.
Call other clients and ask them about your service and what additional tools or knowledge they would like to get from you to improve their experience.
Google or Youtube a question about your service – read/watch a couple blogs/vlogs and see how you can deliver the same material better, what you can add to it to improve their content.
Research leaders in your field. See what approach they take to engage with their audience.
Now you have some directions where to go. Your next step is planning.
TO PLAN A VIDEO
Don’t make one video and forget about it. Your goal is to make sale conversions. You convert your viewers into clients with consistency. Prepare to deliver video content on a regular basis. Once a week for example. Plan to create a series of 3-5 videos at a time and release them throughout the month.
Internet rankings are based on SEO. Brainstorm relevant keywords and topics that describe your business. Take a pen and paper and write down all potential variants and subcategories that relate to these keywords.
Now it’s time to use Google Keyword Planner to see where your keywords and topics rank on Google search. It also shows analytics of trends and forecast. Try to target phrases that have 10k – 100k of search volume. Selecting highly competitive words will leave you with a low chance to rank higher, start with low-medium ranking phrases that are subcategories of your goal keywords.
When topics are selected, write a script. It doesn’t need to be word for word, but make a plan what you are going to say: sections, subsections, and bullet-points.
You may be an expert in your field and know what information your video will cover. You must practice speaking in front of the camera. You have a limited amount of time to deliver your message. The pace of your video is important. In reality, most viewers have a short attention span. You need to get to the point quickly to engage the viewers attention. No long drawn out intros. And YES, video and audio quality matter to the viewer.
VIDEO ELEMENTS
Business videos should be consistent with assets and marketing material. Plan your colors, fonts, icons, lower-thirds, transitions.
Websites where you can download themes, digital elements, music, templates:
Include your name, logo, social media links in both written description under the video and on screen. It will raise your following on other channels.
Use a quick intro and get to the point of your video. People are watching you to solve their problem not to listen how great you are. Use a call to action. Tell the viewers what to do. Add more links in video description. They may look for more material than just a video. It can be a cheat sheet, checklist, 10 best practices, case studies.
Sound effects for emphasis are great.
WHAT SPEEDS UP VIDEO EDITING
Organize your files. Use a designated hard drive for your business videos. You are going to do it on regular basis so keep everything centrally located. Name the folders and keep all exports in the folder you are working on.
Create pre-composed files, templates and presets when using the same elements over and over. If you record on the same location, why not to use presets for color correction.
Add markers where adjustments or changes have to be made.
OPTIMIZE YOUR VIDEO
Name the video file you are uploading online accordingly.
Customize your thumbnail to grab the attention. Include bold, descriptive, easy to read text. Make it stand out among others.
Create emotionally compelling title with a targeted keyword.
Write a solid description with the main keyword and secondary keywords.
HOW TO RANK #1 ON YOUTUBE
Certainly, you will share your video on all social channels. I chose to talk about Youtube since it is the most used video platform. No matter if you add your videos to blog or website or anywhere else, first thing you’ll put it on Youtube.
So…
Publish long videos. Google wants people to watch videos on Youtube. The more time a viewer spends on watching a video, the more beneficial it is for you. If you compare time spend on a short and long video, the answer is clear. Set a goal to combine audience retention and watch time.
Hook the viewer not only for the first 15 seconds, but throughout the whole video. It means the value of the delivered material must be unquestionable.
Use your main keyword in the beginning of the title. It is recommended to name your video with long tail keywords. Assume what phrase viewers type in a search bar to find out type of video. Go to Google Keyword Planner to see the numbers of search results for your assumptions.
Make sure to say the keywords you tag. Google and Youtube can now hear what you say in your video and use that with their algorithms. Also, to rank higher you need a transcript for your video.
SHARE YOUR VIDEO
It is very important to share your video within 24 hours on all your social media channels, website and blogs. You can even add the link to your video in comments on forums or groups you are a member of to increase the views of your video.
