How do you go about having success with video marketing for your brand?
I’ve had a chat with Aimee Bateman who is the founder of CareerCake.com. She’s a consultant, speaker and skills trainer, YouTube expert and she was a keynote speaker at #smlondon LIVE! 2014. She has no less than five million views across five YouTube channels to her name. You can listen to the audio podcast on iTunes and Soundcloud (embed below).
Here are the top 10 takeaways of our conversation:
- Creating video content is important to brands as people don’t just buy what you do, they buy why you do it. To make your audience feel something there is no better medium than video.
- To create strong video content you have to first of all break through the BS. Keep it real and make sure to add value instead of talking about yourself or your business. A good tactic is to answer the questions that your potential customers have.
- Things to avoid include: being too salesy, making your videos too long and hoping that videos will simply take off without you sharing them on social media.
- In terms of equipment, you don’t need fancy cameras just make sure whatever you’re shooting with is alright for your brand. If you want to invest in something, you’re better off putting money into a good microphone because great audio is hard to get right.
- On YouTube, always fill in the description, use an SEO-friendly title and always link to a page where the viewer can sign up to something on your website.
- Don’t be afraid to ask people to subscribe to your channel, getting subscribers is really important as these people will be notified every time you upload a new clip.
- Make sure you encourage comments, the more of these you get on your videos, the more YouTube are likely to suggest your video to new viewers (as they deem it is getting engagement already).
- The best platform to host your videos is still YouTube, as it’s also a huge search engine and the first port of call for video. Vimeo has a beautiful interface but Wistia has some very advanced features in terms of capturing who is watching what, great as a sales tool.
- Promote your videos across social media, embed your clips in blog posts and on employee LinkedIn profiles.
- Create playlists to keep people on your channel, if they start watching one video it soon transitions into another and could theoretically keep a prospect occupied for hours.