InVideo – Online Video Creator for Content and Marketing Videos https://invideo.io/ Tue, 11 Feb 2020 15:00:28 +0000 en-US hourly 1 https://wordpress.org/?v=5.1 https://invideo.io/wp-content/uploads/2020/01/favicon-1.png InVideo – Online Video Creator for Content and Marketing Videos https://invideo.io/ 32 32 7 Innovative Ways To Create Baby Shower Invitation https://invideo.io/7-innovative-ways-to-create-baby-shower-invitation/ https://invideo.io/7-innovative-ways-to-create-baby-shower-invitation/#respond Mon, 10 Feb 2020 12:48:48 +0000 http://localhost/?p=8882 If you are looking for a free online slideshow maker to create a baby shower video invitation, InVideo is a super simple video creator that allows you to do so without downloading a clunky app or spending a single dime. And not just that, with InVideo, the possibilities are endless. You can customize your video […]

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If you are looking for a free online slideshow maker to create a baby shower video invitation, InVideo is a super simple video creator that allows you to do so without downloading a clunky app or spending a single dime.

And not just that, with InVideo, the possibilities are endless. You can customize your video in several ways, and you can create something truly magical using its tools. Thanks to InVideo’s rich collection of templates, editing options, and in-built enhancers, you can create beautiful videos even if you don’t know a thing about making videos.

Make Baby Shower Video - InVideo

Here are seven innovative ways you can make a baby shower video:

1. Go for a unique look

InVideo is the perfect invitation maker because you can customize your video to a great extent. Two people can create the same video using mostly similar templates and yet end up with drastically different results because their imaginations vary. InVideo gives you millions of permutations and combinations when it comes to making a video. The simplest way to give your video a unique yet professional look is the template segment. There are thousands of templates that this simple video creator offers. Spending some time exploring the templates will give you several different options, as well as ideas. Just because you are making a baby shower invitation does not mean you can’t look at other templates. For example, what if you decided to make the invitation to look like an Instagram story! Maybe you make it look like a product launch! How cool would that be? It’s all a matter of your imagination. Let it run wild, and it will come up with something super excellent.

2. Rock a theme

Another way to make your baby shower invitation stand out is by choosing a theme. Suppose your spouse, and you are photographers. Maybe you both are engineers. You can use that as the theme of your invitation. You could also choose a random theme, such as a comic book. You can use both templates and enhancers to make the invitation read like a comic book! Wouldn’t that be grand? Life is too short to be boring. And InVideo is an excellent invitation maker because it presents a ton of options for your video. With InVideo, boring is impossible! If you go with the comic book theme, there are icons in the Enhancers segment that can truly make your video invitation come to life. Your theme could also be a specific color or a combination of two colors. That is also a great look to go for.

3. Tell a story

Everybody loves a good story. Instead of simply stating the venue, date, and time of the baby shower, your invitation could tell a story to the recipients. There are several options in the Text option that can make your words resemble words from a storybook. It could be an interesting story about how you and your partner came to decide on having a baby. InVideo is a simple video creator that helps you create a variety of different types of videos. It also allows you to create a video solely out of the text, as well. So, if you have a way with words, take a deep breath, place your fingers on the keyboard and let them flow. Leave it to InVideo to transform it into a fabulous video!

4. Make them tap their feet

Alright, so you are not someone who has a way with words. That’s alright. Not everybody does. But what about music? Do you like music? Did you say, yes? Awesome! Then why not combine images and music in such a way that you get people excited about the baby shower? And with InVideo as your invitation maker, this becomes surprisingly simple. How do you ask? Well, first of all, InVideo has an enormous directory of tunes for all moods and genres. Once you zero in on a track you like, set it up with your video and let the images or videos change right on the beats! Just imagine that. It will make a huge impact on the viewer. Just try it!

5. Take it personally

While the InVideo directory has millions of images and videos, why not go ahead and use your very own clicks to add a personal feel to your invitation? It’s always a great idea to put yourself out there, adding a touch of your personality, your realness to shine through in your creations. Just go ahead and upload the images and videos you have taken. Because people love it when you do that!

6. Make it like a movie

InVideo allows you to build and add scenes as you wish. Use the Add scene option to create or add something to the template you have selected. Building a scene is compelling stuff, as it allows you to personalize a template up to a great extent. If you wish, you can also play around with the layers to make your video look professional. So, put on your director’s hat on and get ready to direct a movie! Sounds like fun? That’s because it is!

7. Start from scratch

The ideas mentioned earlier are mere suggestions. You might be someone who loves the first idea, the second one or someone who has an entirely different view of how to go about it. You might be someone so full of great ideas that the only way you go about this is making a video from ground zero. InVideo also allows you to do that. It is not only a simple video creator but also a flexible one. You have a range of options, numerous tools, and millions of images and videos that you can use to bring your specific idea to life using this magical tool. So, if you are someone with the gift of imagination, go ahead and build your video from scratch!

What are some other innovative ways you can create an invitation to InVideo? Do mention in the comments below.

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VIDEO MARKETING: The Most Extensive Guide On The Internet https://invideo.io/video-marketing/ https://invideo.io/video-marketing/#respond Wed, 05 Feb 2020 14:13:31 +0000 https://invideo.io/?p=9872 Table Of Content:  What is Video Marketing  Why Video Marketing is important in 2020 (+ Statistics)  Video Marketing Strategy – a step-by-step guide  Distribution Channels – Where to post your video  How to create videos that work A lot has changed in the video marketing playground since 1941 when the first TV commercial was aired.  […]

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Table Of Content:

A lot has changed in the video marketing playground since 1941 when the first TV commercial was aired. 

Video marketing has gained massive popularity and the way content is created and distributed has changed too. 

The problem is, most of the businesses do not know how to leverage video for their growth. I don’t blame them; there is a plethora of confusing articles written on the topic. There is no single resource to tap into all the knowledge required for becoming a Video Marketing Ninja.

But that’s about to end. I have created the MOST EXTENSIVE VIDEO MARKETING GUIDE ON THE INTERNET, just for you.

Let’s start by understanding the term “Video Marketing.”

Definition of Video Marketing

Let me break it down for you. We will talk about each of these in detail later in the blog.

  • Systematic distribution – Well, the goal, target audience, distribution channels, timings, formats, budget – everything is pre-planned and pre-defined which makes this process a systematic approach.
  • Video Content – This comprises all formats of videos – animated, graphics, stop motion or recorded ones and types of content like educational, promotional, entertaining, etc.
  • Various Channels – accounts for various platforms where you will post this video – YouTube, Instagram, Facebook, Vimeo, etc.
  • Marketing – This includes spreading the intended message via different organic and paid marketing tactics.
  • Product or Services – This is the product or service you are trying to promote. 
  • Companies or Individuals – With the emerging trend of personal branding, not only businesses but individuals too, invest money in marketing their products or services.

Now that you understand what Video Marketing exactly means, let’s see the WHY of this glorious equation. 

2020: 5 reasons why video marketing is more important than ever

As I pointed before, a lot has changed since the first TV commercial was ever aired. If you have witnessed the transition from the 90s to the 00s, you already know how your video consumption has boosted, both, in personal and professional life. 

Here are five reasons why video marketing should be your #1 priority in 2020:

  • Videos improve SEO – Videos, by their innate nature, are engaging. Pages with video content clearly highlighted hooks the audience to spend more time on the page before going back to the search engine. Also, Google crawlers love a good mix of content formats. A mix of text, images, and videos will surely help you crawl to the first page of Google.
  • Excellent Message Retention Rate – What do you remember more, a sentence from a book or a dialogue from a movie? Most will agree to the latter. We retain 95% of information from a video whereas only 5% of information gets stored from text content. This simple psychological fact enables businesses to provide impeccable value to the reader via videos.

information retention rate

  • Stronger Emotional Connection – Videos have the ability to evoke emotions. They can entertain audio & visual sensory organs at the same time, giving viewers a pathway to engage more with the content delivered.
  • High Social Shares – Did you know? Videos get shared 1200% more than links and text combined! I would say, forget the numbers and think of your daily shares or simply scroll through a social media platform. You will find videos all over the platform. This is simply because (a) people have been sharing images for a loooooong time and are now bored of it and (b) videos are engaging, images are static.

video engagement

  • Greater Conversion Rate – Videos give a terrific boost to click-through rates when added to emails, landing pages or ads.  90% of customers have admitted that their purchasing decisions are influenced by product videos. (Hubspot).

6 Video Marketing Statistics

With this, I hope I have already laid the grounds for you to understand WHY video marketing is so powerful in 2020.

How to build a video marketing strategy that actually works for your brand?

Step 1 – Define your Target Audience

What is the Target Audience?

“Target Audience is the specific group of people you want to reach with your marketing message.” (Hootsuite)

Why do you need to define your target audience?

You can’t expect to sell a comb to a bald guy. He isn’t interested.

You don’t want your health insurance ad to show up on a teenager’s browser. He won’t buy. 

You see, defining your specific group will help you design your marketing strategy around them.

knowing your target audience

How to define your target audience?

Ask questions like these to define your target audience:

  • What are the demographics? What age? Which country? Which Gender?
  • Where do they go to work & entertainment?
  • How do they consume media? Offline or online? Through which channel?
  • What are their habits, personality, and personal values?
  • What does their lifestyle look like?
  • What are their goals?
  • What are their challenges?
  • What are the solutions they are exploring?
  • How can your product help them?

Define your target audience

It even helps if you could find a photo of what your customer looks like. Try to create more than one buyer persona if you cater to a variety of audiences.

Where to look for data?

  • Current customers
  • Website & Social media analytics
  • Competitor’s customers

If you want to define your target audience in one sentence, it should look something like this:

Our target market is [gender] aged [age range], who live in [place or type of place], and like to [activity]. (Hootsuite)

Step 2 – Understand your Buyer’s journey

What is Buyer’s journey? 

“The buyer’s journey is the process buyers go through to become aware of, consider and evaluate, and decide to purchase a new product or service.” (Hubspot)

Why do you need to figure out your Buyer’s journey?

See, it’s simple. If you don’t know what your buyers are looking for, where and why are they looking for a specific solution, any marketing activity you do is like shooting in the dark. 

If you do your homework and try to understand your buyer’s journey, you will know where they are looking for products similar to yours and with good marketing, you can influence them to buy your product instead of other brands.

How to evaluate your buyer’s journey?

Every buyer goes through 3 phases in their journey towards purchasing a product or service. In marketing lingo, this concept is called Marketing Funnel. 

Marketing Funnel

To figure out each touch-point where your buyer stops by, start questioning your most regular buyer and people who did not convert/are stuck at one of the phases. 

By first tracking the extremes – The advocates (uses your product all the time) and the rejecters (hardly makes a purchase), you will understand what worked and what failed. Then, question an average customer – the one who uses often enough.

Let’s walk through each stage in brief and explore what buyers are thinking and accordingly, what goals to set throughout your buyer’s journey:

Awareness Stage:

  • What – Buyer identifies their challenge/opportunity and sets a goal
  • Your Goal – Present your product as a solution

Consideration Stage:

  • What – Buyers look for options to meet their goal
  • Your Goal – Offer detailed information of your solution and back it up with testimonials

At this stage, if the buyer is not ready to move to the next stage, try to capture their contact and proceed towards the lead nurturing process.

Purchase Stage:

  • What – Buyer has shortlisted options and considering to make a purchase of the best among them
  • Your Goal – Offer deals, discounts, free trials and so on.

(We will post a detailed article on how to define a Buyer’s journey and what to do after. Stay tuned for the updates.)

Once you have defined your buyer’s journey, it’s time to design a campaign that leads to reaching your goal. 

Step 3 – Create a Marketing Goal 

Marketers who set goals are 376% more successful – CoSchedule

Marketing does not start with random posts and unplanned ads. It starts with a solid game plan in place. 

Successful marketers always document their goals, strategies, and processes. Because, in setting goals, What gets written, gets done. 

Here’s how you can create marketing goals that align with your company’s targets. 

Define your WHY:

If you are looking to do a campaign, ask this:

Why do you want to run this campaign? Is it because you want to generate new leads or you want to spread awareness about your brand? Or perhaps you want to increase your social media following. 

marketing activity

Setting a marketing goal:

I follow the broadly accepted goal-setting system – SMART goals and here’s how you can do it too:

  • Specific – Define the  “What, When, Where, Why” of your goals.
  • Measurable – Decide how you will measure your goals and which metrics will be your Key Performance Indicators (KPIs). More about this later in the article.
  • Aspirational – Make sure your goal is pushing you beyond existing boundaries. Aim for climbing the ladder, not just sustaining at the current level. Be aspirational but avoid setting irrational goals. Make sure they are actually achievable.
  • Relevant – Does your marketing goals contribute to the organization’s goal? If yes, then go ahead. Stay relevant to your product.
  • Time-Bound – Add a timeline to your goal. Create an action plan with set deadlines for each checkpoint.

Marketing goal in one sentence:

By {insert day, month, year}, the {insert your organization’s name} marketing team will reach {insert number} {insert metric} every {insert time frame}. (CoSchedule)

Examples of Marketing Goals:

  •  Increase sales
  •  Enter new markets
  •  Introduce a new product
  •  Build Brand awareness

Step 4 – Set a budget

Now that you have a fair idea of your goal, it’s time to set your budgets. Most of the companies allocate budgets to the marketing team even before they have a solid plan in place. Marketers then make plans according to budget. 

I suggest otherwise. First plan, then see what budget you need. You can always go back to plan and make adjustments if the estimated budget is exceeding the number given by the management of your company. 

This way, you will not think about budget constantly while planning.

Okay, back to setting a budget. How do you ask?

First, let’s get our mindset right. 

marketing investment

More the budget > More the investment > More the returns.

Setting a marketing budget is easier when you have tonnes of money to invest. However, if you are on a tight budget, every penny counts.

Digital Marketing Budget Breakdown to improve Online Presence:

  •  Website – Domain, Hosting, Design, Development, Content, SEO & Maintenance cost.
  •  Social Media – Scheduling app, Ads, Promotions, Social Media Manager, Content Writer, Graphic designer.
  •  Blog – Content Writer, Graphic Designer, SEO expert.
  •  Listings – Paid listing to relevant websites & platforms.
  •  Search engine Ads (PPC)
  •  YouTube – Production, Actors, Voiceover artists, Editors, Set up cost.
  •  Influencer Marketing sponsorship cost.
  •  Affiliate Marketing cost.
  •  Any other paid media costs and software costs.

Remember, apart from the online marketing costs, you will also want to set up a budget for offline marketing activities. For the relevance of this blog, we have skipped the offline marketing budget.

Estimate out all the fixed and variable costs you will be incurring till the end of the marketing goal deadline. It’s always better to overestimate costs than underestimate. 

Entrepreneur.com suggests allocating 12-20% of gross revenue for new companies and 6-12% for established companies as their marketing budget.

MONEY

Step 5 – Create content for each funnel stage A/B test

As I have pointed earlier, it’s impossible to sell something when the buyer does not NEED or WANT or WISH for it. 

Along with that, your content should also be relevant to where your customer is in their purchasing journey. 

This entire system of using content to attract buyers is called Content Marketing Funnel. Buzzsumo has defined it quite clearly here:

content marketing funnel

So, you see, it is a PROCESS that motivates potential buyers to move from one stage to another and if done right, in the direction of buying your product instead of competitors. 

Okay, so the trick is to look at the funnel and ask one question at every stage: What’s the Hook for those who are here?

What is the right content for each stage of the marketing funnel?

STAGE VS ACTION

(This list includes all kinds of content you can create at various stages. I have highlighted where you can use video marketing)

At AWARENESS stage. Goal – ATTRACT

At this stage, the buyer is trying to identify a problem or an opportunity and finding solutions for it. In short, the buyer is trying to EDUCATE himself by looking at INFORMATION at the awareness stage. 

Type of content to ATTRACT visitors who are at AWARENESS stage:

At CONSIDERATION stage. Goal – CAPTURE

At this stage, the buyer already knows your product and is now COMPARING different solutions. 

The goal is to give him an irresistible offer combined with detailed knowledge of your product so he can understand why your product is the perfect match for his requirement. We want the buyer to choose your product from the ones he has shortlisted. 

Type of content to CAPTURE visitors who are at CONSIDERATION stage:

At PURCHASE stage. Goal – CLOSE

This is the final stage where the buyer actually makes a purchase decision. They have compared and shortlisted all the solutions and are now ready to buy one. 

All they need is a final nudge from you to use their cards and make the purchase. These leads are the most potent ones to be converted into actual paying customers and they should be your highest priority. 

Type of content to close visitors who are at purchase stage

At RETENTION stage. Goal – DELIGHT

If you want to retain customers + want them to be your brand ambassadors (who doesn’t want that?), don’t disconnect with your customer after they make a purchase. 

Go beyond and nurture them so well that they absolutely fall in love with the ecosystem that you have created. 

Type of content to DELIGHT customers for RETENTION & ADVOCACY:

IF YOU HAVE BEEN READING THIS CONTINUOUSLY, TAKE A WATER BREAK.

We appreciate your interest in our super long article, but we care for you and want you to stay hydrated.

Step 6 – Decide on distribution channels for Video Marketing

If it was me, I would go all out on all channels. But that’s because I own an imaginary multi-billion dollar company with an unlimited supply of marketing money. 

But, if you have limited budget and resources, work on channels that best suit your requirements. Try testing the waters by starting with 2-3 channels moving your way up to 6-8 channels. 

Where to post your videos for most engagement?

Website & Landing page

For an amazing first impression of your brand, video is a mandatory media to have on your website. 

Videos will also help enhance your website’s SEO as Google loves to see multimedia on your website. 

Plus, Google has now started displaying videos in their search result, making marketers all around the world to add videos in more and more places on the website. 

What’s most important is that it increases the average time spent on your website to a great extent. 

Types of videos you can put on your website:

Even if you have testimonials in text, you can use our video editor platform, InVideo to convert into a professional-looking video in less than 3 minutes! 

Try This Now.

Blogs

You can boost your blog’s visibility exponentially, simply by adding a video to your content. 

I recommend that you had an embedded YouTube video on your post. One arrow and two targets! You will benefit from the views on YouTube plus your blog page will not get too heavy to load. 

Make sure the video content is COMPLIMENTING your blog post and not just REPEATING what’s already said in the blog. 

Adding 1 video for every 500-1000 words is generally a good strategy.

Types of videos you can add to your blog post

With InVideo, you can convert any article into an engaging & informative marketing video. Simply copy-paste your article into the text box or paste your URL and let InVideo video editor do its magic. 

Try This Now.

Emails

Do you know? Adding a video in your email can increase your click-through rate by an astounding 300%

People love videos, there is no doubt in this fact. If you have done email marketing for your company, you would know how difficult it has become to get the reader to open and email and actually click on the links it has. 

Well, videos solve this problem. Since they are much more engaging than text, users usually agree to spend their time watching the video. 

Just make sure that the thumbnail is interesting enough for people to WANT to watch it. 

Media Distribution

Distribute your videos wherever possible. In the NEWS, online publications, as press releases, influencers’ websites and other partner websites. 

The trick is to repurpose your existing videos in many ways. Remember, if it doesn’t cost you much time or money, it’s worth an upload. Even if a few of the platforms are less popular, the cumulative views will fetch you greater engagement.

YouTube

Did you know? 300 hours of videos are uploaded EVERY MINUTE (Hubspot). 

And, YouTube attracts the most ideal audience age 18-49 – those with a great purchasing power. 

Is that a good enough reason for you to post a video on YouTube right away?

YouTube has been THE go-to platform for viewing videos and the second most used search engine in the world. If you are in an industry that thrives on educational content, YouTube should be your A-Game. 

most-watched videos on YouTube

Making YouTube videos doesn’t have to be very complicated, especially when you are starting. 

Convert your text content into a video using InVideo video editor and with the latest voiceover feature, you give your own voice to your videos. The YouTube video format is already set for you so you don’t have to worry about all that.

If your video is a professional one, Vimeo is a great platform to upload your content. Vimeo is the closest competitor of YouTube and the best part about them is that they host very high-quality videos, including 4K.

Instagram

With 1 billion active users, Instagram is an undeniably most favorite social app for marketers. 

Since the platform is all about photos and videos, the competition is high here but equally rewarding too. 

3 reasons to use video marketing on Instagram:

  •  Instagram has product stickers & swipe up feature which let you make sales directly on the platform.
  •  The app is exclusively designed for images and videos. 
  •  The engagement on Instagram is very strong.

Start making amazing videos for your Instagram feed in under 3 minutes – invideo.io

Facebook

More than 8 million videos are viewed on FB

Facebook has an all-inclusive group of users, meaning, whether you want to target 16-year-old teenagers or 60-year-old adults, Facebook is your best bet. 

Users 65 years and older are the fastest-growing group on Facebook – SproutSocial 

Use this platform when you want to target an older crowd.

Because of these dynamics in the age group, Facebook predominantly has become a platform to stay close to family and friends. Use this fact in forming your video marketing message. Give it an emotional touch for the most engagement.

Facebook has a wide range of video ad placements that you can make use of according to your preference. Read all you need to know about Facebook Video Ads here:

https://invideo.io/all-you-need-to-know-about-facebook-video-ads/

Facebook Video Marketing Tips:

  •  Uploading directly to Facebook instead of sharing YouTube links is the best way to share videos.
  •  First 5 seconds are extremely crucial to attract a user’s attraction. Use it well. 
  •  Use featured video in Facebook’s About Us section.
  •  Use the thumbnail as a magnet. Keep it interesting enough for people to get attracted to your video.
  •  Always add a CTA.

Create Facebook Video Ads easily with these templates with custom Facebook video format – https://app.invideo.io/templates/marketing?dimension=1:1

LinkedIn

If you are looking to build an audience of professionals or Businesses, LinkedIn is your go-to app and videos are your best friend.

In fact, according to LinkedIn, video gets 5x more engagement on LinkedIn, Live Video gets 24x more.

videos that work well on LinkedIn

Tips for LinkedIn Videos:

  •  Keep it short. 
  •  Optimize for mobile view (most of the LinkedIn users use mobile apps).
  •  Set the tone as a professional.
  •  Try personal DMs to influencers

Use these professional-looking video templates to create content for your LinkedIn profile – https://app.invideo.io/templates/marketing?dimension=16:9

Twitter

Video views on Twitter have grown 220 times what they were just 12 months ago – Twitter

You can use your video content three ways on twitter – Native videos, GIFs and Live videos. Make the best use of all the three types in your video marketing content strategy.

Since twitter allows you to add links, you can share a link of your video posted on other platforms like YouTube and repurpose the original video to make a GIF to show a sneak peek into the actual video.

I think it’s fairly understandable that Twitter is a great link between individuals and brands. Companies have now started looking at Twitter as an essential Customer Relationship component as it is possible to directly address user’s problems on the platform. 

On such a platform where trends keep on changing on an almost a daily basis, I recommend that you post educational, trending or viral content. Short videos work the best as the efforts are low and you will be able to create content more often. 

https://app.invideo.io/templates/marketing?dimension=16:9

Other Video Marketing Platforms-

  •  TikTok
  •  Snapchat
  •  Tumblr
  •  Yelp
  •  Reddit
  •  Imgur
  •  Pinterest
  •  Medium
  •  Instructables
  •  LinkedIn groups
  •  Facebook groups

How to create awesome videos easily using InVideo Templates

(You don’t need to be a creative genius to do this!)

Step 1 – Go to https://invideo.io/ and create a free account. 

Step 2 – Choose how you want to start.

You have the following options:

  •  Article to video – Convert your article into an engaging video.
  •  URL to video – Enter the URL of your article and convert text content into video.
  •  Pre-made templates – Browse templates and edit the one you like.
  •  Logo revealers – Make a stunning logo reveals using templates.
  •  Media first videos – Pull all the media you want and convert into one video.
  •  Blank Canvas – Add everything from scratch using our in-built smart tools.

Pre-Made Templates

Today, I am going to use one of the 1500+ editable video templates InVideo video editor has, to create a video for my Instagram story. 

I have a quote that I want to post but flat images have become ahh-bor-ringgg! So I am going to use one of the fancy video templates for this quote. Let’s make it together!

So, from the above screen, choose pre-made templates.

You will now land on the templates page. Search for the keyword you are looking to make your content (in my case, I’ll enter ‘quotes’) or choose from one of the categories below. 

Choose the platform to automatically choose the desired video size. I will choose “instagram story”.

Step 3 – Choose a template and if you like the preview, click on “Use this template.”

Voila, now we enter into the editor. 

Step 4 – Edit your hearts out.

Here are a few things you add, delete or edit in your video template:

  • Media – You can browse from a gallery of 1 million + images and videos and choose the ones you like and want to add in your video. Simply drag-drop whatever you want to add in your video.
  • Text – You can edit text, change fonts, orientation, color, text animation and text box animation in InVideo video editor.
  • Music – Choose from the InVideo collection, categorized by the mood of the video, or upload your own music.
  • Shapes & Stickers – Add stickers from a library of over 1000 designs of various categories. Add basic shapes like lines, curves, boxes, circles, and others.
  • Animations – Don’t like the default animation? Change it from the right panel.
  • Effects – Ah, my favorite part of the editing. Add amazing effects like confetti, fireworks, light leaks and more from the effects tab.

  • Voiceover – Are you a YouTuber? InVideo lets you do voiceover directly on the platform. Or, just type your content and try out the automated voiceover feature with the voice of REAL humans. And not one, you have the option of choosing from 6 voices! Or, if you have already recorded your audio, simply upload from your computer.

With so many amazing video editing features, you will definitely enjoy playing around with your content. I suggest that for your first video, go all in and experiment with all the cool features InVideo offers. 

Since I didn’t want to spend too much time on my Instagram story video, I just did a couple of edits UNDER 3 MINUTES and moved on to the next step. 

With so many options available, finding a decent marketing video maker is a task today. InVideo is a single – stop platform for all your online video marketing needs!

Step 5 – Preview & Export

Click on the preview and export button on the top right. If the preview looks perfect, click on export. 

Sit back and chill while InVideo processes a high-quality video for you. 

You will be able to see whether your video is ready to download on the project screen. 

You can also close the window. Once the processing is done, InVideo will notify you via email.

Step 6 – Download

Now your video is ready to download. Rename your project and download it. This video will stay in our cloud for you to access it whenever you want to. 

To conclude,

Video marketing is a long process, longer than this post :-). 

But not difficult, if strategically done. 

I hope you all enjoyed reading this post as much as I loved putting it together for you. The thing about marketing is, you need to keep up with new trends constantly. So, if you have suggestions or tips on Video Marketing, help the community by commenting below. 

Until next time, adios amigos.

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Instagram Advertising: How to Use Instagram Video Ads to Improve Conversions and Revenue? https://invideo.io/instagram-advertising-how-to-use-instagram-video-ads-to-improve-conversions-and-revenue/ https://invideo.io/instagram-advertising-how-to-use-instagram-video-ads-to-improve-conversions-and-revenue/#respond Wed, 29 Jan 2020 14:43:33 +0000 https://invideo.io/?p=9817 Index: Why video ads? How to use the different Instagram video ad formats? 1- In-feed video ads How to advertise on Instagram using in-feed video ads Size specifications Landscape video Vertical video Square video 2- Instagram Stories ads Instagram Advertising using Stories ads Size specifications 3- Instagram Canvas ads How to advertise on Instagram using […]

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Index:

Why video ads?

How to use the different Instagram video ad formats?

1- In-feed video ads

How to advertise on Instagram using in-feed video ads

Size specifications

Landscape video

Vertical video

Square video

2- Instagram Stories ads

Instagram Advertising using Stories ads

Size specifications

3- Instagram Canvas ads

How to advertise on Instagram using Canvas ads:

Size specifications

The step by step guide to create Instagram video ads

Best tips to create effective Instagram Video ads

1- Mention your brand in the first few seconds

2- Find the right video length

3- Add CTAs in the middle of the videos

4- Add captions, but don’t go overboard with text

Final words

 

In 2013, Instagram started supporting videos and in just a mere 24 hours, users had uploaded over 5 million videos on the social media platform. 

Videos now dominate all social media networks and Instagram obviously sees the value of video content which is why it has launched video formats like Stories and IGTV.

For brands and marketers, that means, if you are not leveraging the potential of Instagram advertising to increase revenue and engagement then you are losing out on a lot of business. 

Why video ads?

Video ads now make up for over 66 percent of ad impressions on Instagram. In fact, sponsored Instagram videos can generate over three times more comments and engagement than sponsored photos.

User-time spent watching videos on Instagram increases by 80 percent, year over year. As a result, it is predicted that the spend on Instagram advertising using video content will reach $14.89 billion by 2021 in the US, growing by over 44 percent in 2019. 

Whether it is because of increased mobile usage or shorter attention spans, video content is what users want and brands using the video ad format in their Instagram advertising are sure to reach their target audience. 

How to use the different Instagram video ad formats?

1- In-feed video ads

In-feed video ads blend seamlessly with the main feed as they look similar to the standard posts users see on their homepage. There is only a small ‘Sponsored’ tag present on the top of the post. This in turn offers a more natural way for brands to reach their customers.

instagram marketing stats

How to advertise on Instagram using in-feed video ads?

Users normally scroll through their feed to glance at what their friends are posting. So, they rarely ever click or engage with sponsored content present on their feed. That is why, these in-feed video ads are great for increasing brand awareness. You can use them in combination with Instagram Stories ads to retarget customers for higher engagement and sales conversions. 

At the same time, you should make sure that the video is able to impress and captivate the audience without being too promotional.

Size specifications

Since Instagram isn’t restricted to square format anymore, you can publish in-feed video ads in landscape and vertical formats as well.

Landscape video

  • Aspect ratio: 1:91:1
  • Resolution: 600 x 315 px
  • Maximum length: 60 seconds
  • Maximum video size: 4 GB

Vertical video

  • Aspect ratio: 4:5
  • Resolution: 600 x 750 px
  • Maximum length: 60 seconds
  • Maximum video size: 4 GB

Square video

  • Aspect Ratio: 1:1
  • Resolution: 600 x 600 px
  • Maximum length: 60 seconds
  • Maximum video size: 4 GB

2- Instagram Stories ads

Instagram launched the Stories feature in August 2016 with the aim to compete with Snapchat. Similar to snaps taken on Snapchat, Instagram Stories also disappear within 24 hours of being posted. 

Now, three years later, Instagram Stories are more than twice as popular as Snapchat with over 500 million daily active users. 

instagram marketing stats

Image Source

Over half of the businesses on Instagram post at least one Story every month and a third of the most viewed Stories are posted by businesses. 

With Instagram Stories ads, you are able to insert your ad between users’ stories which keeps the user experience consistent without interrupting the flow.

instagram marketing stats

Instagram Advertising using Stories ads

Since Instagram Stories ads disappear in 24 hours, they can be used by brands to advertise limited time offers. Users can skip story ads with just a simple tap on the screen, so it is important to catch their attention immediately and create a strong impression with high quality content.

These ads also allow you to add a call-to action in the form of the ‘Swipe Up’ feature, which lets you add external links to your Stories. Whether you want to promote a product or a website, you can use this option to encourage users to go directly to a specific link by swiping up. 

You only get 15 seconds maximum for Stories ads and even lesser time to make an impression on your viewers. It can be incredibly difficult to create effective Stories ads from scratch every time and publish them with the right ad creative and CTA. 

To make things easier, you can use a video editor like InVideo that lets you create Stories within minutes. InVideo’s Instagram video editor has a collection of Instagram story templates. With dozens of unique Instagram story templates available, you can make sure that all of your stories are engaging, and stand out from the crowd. 

Size specifications

  • Aspect Ratio:  9:16 and 4:5 to 1.91:1
  • Resolution:  600 X 1067 px  
  • Maximum length: 15 seconds
  • Maximum video size: 4 GB

3- Instagram Canvas ads

Instagram Canvas ads (also known as Instant Experiences) let you publish fast-loading and immersive videos as Instagram Stories. These ads are optimized for mobile for a much superior viewing experience. When users click on the ‘Swipe Up’ CTA buttons in these ads, a mini website opens up directly inside the Instagram app. 

By eliminating the need to open the websites or links in a third-party browser, Instagram is able to give users a more seamless browsing experience which directly leads to a higher conversion rates.

instagram canvas ads

How to advertise on Instagram using Canvas ads:

The format of these ads is perfect for creating and sharing a catalogue of your products. Users can then learn more about them swiping up and checking the website. The full-screen canvas ads encourage deeper browsing and maximize ad space. 

Size specifications

  • Aspect Ratio:  9:16 and 4:5 to 1.91:1
  • Resolution:  600 X 1067 px  
  • Maximum length: 15 seconds
  • Maximum video size: 4 GB

The step by step guide to create Instagram video ads

You can create and publish Instagram ads either directly from the Instagram app or through the Facebook account linked with your Instagram page. 

Though, you can only create ads through the Instagram app if you have a business account. Also, you can only promote an already published post.

It is preferable to use the Ads Manager on Facebook because it allows you to customize your ad and target it accurately.

Here is the step by step guide to create Instagram video ads through Facebook Ads Manager. 

1- Open your Facebook account and go to the Ad Manager

2- Click on the Create button to create a new ad campaigninstagram marketing campaign

3- Choose a marketing objective for your campaign

marketing on instagram

4- Decide the target audience for your ad. You can either create a new audience or use one of the saved audiences from your previous ad campaigns

instagram advertising

5- The next step is to decide on the ad formats and placements. By default, Facebook keeps the ad placements automatic which means Facebook decides by itself the right placements for your ad based on your target audience and budget. 

In order to select the ad formats you want, pick ‘Edit Placements’

how to advertise on instagram

6- Choose any of the Instagram ad formats you want

instagram ads format

To create Canvas Ads, select the in-feed placement and then scroll down to the ‘Format’ section. Check the ‘Add an Instant Experience’ box. 

create instagram ads

You can upload your own or use one of the Instant Experience templates.

instagram ads template

Best tips to create effective Instagram Video ads

1- Mention your brand in the first few seconds

Users are 23 percent more likely to remember your brand if it is mentioned within the first three seconds of the video.

branding on instagram

Image source

After all, people already have limited time and attention span. For brands, it is important to get their message across without any ambiguity. Short videos that mention the brand in the first three seconds are more effective in increasing brand awareness. 

2- Find the right video length

The average attention span of humans is now said to be less than eight seconds. People look at multiple screens every day and they have very little patience when it comes to sponsored content. 

That is why you need to keep the length of your Instagram video ads as less as possible to avoid losing any viewers. Facebook conducted in in-depth research of drop off rate in different ad formats to better understand how people consume video ads.

instagram video ads

According to the results, feed ads have a steep drop-off right at the start, but then the drop-off rate is slows down by the middle of the video. On the contrary, Stories ads have a very steep drop-off rate as compared to the other ad formats, which means if your ad creative isn’t customized according to your audience then you are more likely to lose interest of viewers. 

In other words, the longer the video, the fewer users will watch the video till the very end. So, you need to focus on creating short and effective videos that can be watched by the majority of people. 

3- Add CTAs in the middle of the videos

CTAs in the middle of the video lead to higher conversion rates (16.95 percent), as compared to CTAs at the start or end of the videos. 

instagram cta

Image source

When you have a CTA at the very start, it makes the video look very promotional which may put off viewers. At the same time, putting CTA at the end may not work at all because viewers might not watch the entire video. As mentioned in the point above, the drop-off rate increases steadily for all the ad formats after the first few seconds. 

4- Add captions, but don’t go overboard with text

Instagram video ads are played automatically on mute, but users have the option to play the sound by tapping on the speaker button present on the side of the video. Though, most users keep the sound off to avoid any embarrassing moments while they are scrolling Instagram in public. 

That means, you need to make sure your video ads make sense with or without sound. It is also worth adding captions to your videos because it can increase views by 12 percent. You can directly upload captions for in-feed ads IGTV ads through Ad manager. 

You cant upload captions for Stories and Canvas ads, but you can add captions to videos directly by using video editor like InVideo. InVideo’s Instagram video editor offers Instagram story templates that allow you to add captions in your videos. 

Though captions make the videos more accessible, avoid using putting too much text in your videos. In fact, Facebook recommends video ads to have less than 20 percent text in the thumbnail image. If the ads have more than 20 percent text, then their reach might get limited.  

For Instagram Story ads, 14 percent of the top and bottom of the video should be text free. 

Final words

Many marketers miss out on the opportunities offered by the powerful Instagram advertising because they don’t know if they can expertly publish video ads. 

The best way to start Instagram advertising is by testing different video ad formats and publishing them at different times for a small budget. You can then analyze the results to see what works for your brand and what doesn’t. The idea is to focus on steady growth to improve conversions and revenue.  

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Intelligent Video Assistant https://invideo.io/intelligent-video-assistant/ https://invideo.io/intelligent-video-assistant/#respond Fri, 24 Jan 2020 10:42:04 +0000 https://invideo.io/?p=9755 Remember the last time you made a PPT slide where the sentences were not aligned or while creating a graphic design you inadvertently used the wrong set of colors? Well, you are not alone as we all tend to make these elementary mistakes. Be it uploading a video where the text isn’t legible or something […]

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Remember the last time you made a PPT slide where the sentences were not aligned or while creating a graphic design you inadvertently used the wrong set of colors?

Well, you are not alone as we all tend to make these elementary mistakes. Be it uploading a video where the text isn’t legible or something with the PPT slides seemed off, all of this happens to be some of the really common errors.

Playing the visual grammar is key here that basically determines the difference between a good design and a bad one.

Simply put, just as we tend to make grammatical errors while writing, we also make a number of errors with the ‘visual grammar’ while creating videos.

No need to stress over your video assignments anymore as we have it all covered for you with the Intelligent Video Assistant. IVA is fundamentally the Grammarly for your videos.

Taking the video space by storm in its entirety, it is the first of its kind AI-powered Intelligence. It acts like a video maker’s design guide that would help him to correct technical mistakes with the design and layout automatically.

Read on to get a better idea of what makes the Intelligent Video Assistant stand apart:

a. Unique Technology

b. Powered by Artificial Intelligence

c. Tested and Analyzed by evaluating: Common mistakes in over 500k plus videos

d. Proprietary Algorithms for text recognition

e. Automated Recognition Engine

f. Built with best Industry Practices 

Key Highlights:

You went through the qualitative culmination of how IVA is immensely useful for your video output. Let us also talk about its key functionalities for you to understand its purpose better – 

Text Legibility: IVA helps you to make the text in the video more legible so that it stands out and is easily understandable for anyone who watches it. It also ensures that the branding and overall video consistency is retained or maintained.

(Text Legibility)

 

Proper Alignment: IVA aligns the text in the video in a manner that while maintaining the aesthetics, the frame balance is also ensured.

(Proper Alignment)

 

Expedient Animation: IVA recommends just the apt animation style for the elements to make it look visually appealing without having to be jarring to the eye.

(Expedient Animation)

 

Frame Equilibrium: By fine-tuning the positioning of the elements in the frame, IVA puts them in a way that they look symmetrical thus maintaining the frame’s equilibrium.

(Frame Equilibrium)

 

Apt Resizing: IVA resizes the text boxes to an optimal size, so as to remove any unnecessary negative space and look easy on the eye

(Apt Resizing)

 

Dynamic Motion Effects: To make the video engaging, IVA adds gripping motion and animation to still images.

(Dynamic Motion Effects)

 

Image Augmentation: With IVA, your images would have no blurry edges and will fit in the frame just perfectly.

(Image Augmentation)

 

Smart Timing: IVA ensures that your videos don’t have an abrupt ending or unnecessary looping thus securing just the right duration for the same.

(Smart Timing)

 

Visual Evenness: It adds smoothness and visual continuity, by giving soft dissolve effects to elements that appear abruptly on the screen.

(Visual Evenness)

 

Optimal Text – IVA recommends a certain character limit to the text in a frame, to keep the content crisp, engaging and easy to understand

(Optimal Text)

 

Ideal Duration – IVA ensures that the text in a frame is given enough time to read, and adjusts the frame duration accordingly

(Ideal Duration)

While hard work is key, smart work is what can be your savior. Now, anyone can become a video designer with IVA as it is here to transform the thought process of how one looks at video designing.  

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How to Use YouTube to Dominate Your Branded Search? https://invideo.io/how-to-use-youtube-to-dominate-your-branded-search/ https://invideo.io/how-to-use-youtube-to-dominate-your-branded-search/#respond Sun, 19 Jan 2020 18:31:24 +0000 https://invideo.io/?p=9601 YouTube is huge? We all know that! In this article, I am not going to touch upon the overall marketing power of the platform. We all know it by now and we also know that in order for your channel to start making a difference, it needs a full-time team working on it. What I […]

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YouTube is huge? We all know that!

In this article, I am not going to touch upon the overall marketing power of the platform. We all know it by now and we also know that in order for your channel to start making a difference, it needs a full-time team working on it.

What I am going to elaborate on here is an-often missed organic opportunity here.

YouTube can be your powerful reputation management channel, capable of boosting your branded search effectiveness.

What is Branded Search and Why Does it Matter?

A branded search query is a search query including your unique brand or product name.

Your branded search result page is like your business card: It should be able to incentivize searchers to work with you.

There are many reasons why branded search is such an important asset for any business:

  • According to the search giant itself, the majority of shoppers search Google before buying anything. This means that even after seeing your ad on social media or any other website, your potential customer you invested in is still very likely to search your brand or product name on Google before deciding if you are worth buying from.
  • And let’s not forget that historically people use Google to navigate (and on most browsers the address bar defaults to Google search). So your customers’ buying decisions may be influenced right at this point when they are still typing your name:

Branded Search Browser

On top of that, branded search queries often have high commercial intent: People typing your brand or product name in search already know you and are willing to buy from you. All they need is reassurance.

Where Does YouTube Come into Play?

YouTube videos dominate search result pages for any queries:

Branded Search Video

YouTube videos may actually affect searchers’ buying decisions:

YouTube Videos Buying Decisions

Creating and optimizing more videos featuring your products can help you better control that organic search sentiment.

So how to get your YouTube videos rank for branded search queries to build some additional brand visibility in Google?

Steps to Dominating Your Branded Search Using YouTube Videos

1. Research Your Branded Queries

First things first: Know your opportunities.

This process isn’t much different from traditional keyword research you are probably doing when deciding what landing pages you want to attract organic traffic to:

  • Run your brand name through keyword research tools.
  • Export results into an Excel file
  • Organize your queries to create a clear plan of action. You may want to target more important queries (with higher search volume) first.

Here are a couple of tools to start:

Google Suggest Results: What shows up when you start typing your brand name in search results? These are queries that may impact your potential buyers most. KeywordTool is an easy way to easily generate Google Suggest results for your branded query:

Google Suggest

Google’s Search Console is another tool to use as it will also show you queries that bring you actual clicks: You may want to focus on those first!

To generate branded queries inside Google Search Console follow these steps:

  • Open the “Performance” section inside your dashboard
  • Click “New” next to the list of filters
  • Select “Query” from the drop-down
  • Type your brand or product name and click “Apply”

Search Console Branded

For larger brands, Google’s “People Also Ask” results may be a good source of inspiration too!

People Also Ask Branded

Further reading: Here’s a more detailed SEO tutorial including a few more tools to check.

Now that you know your queries, let’s move on!

2. Create Videos to Address Each Query

This is where InVideo video creation and editing feature comes into play. It allows to create videos effortlessly, and you can play with its editing options to create different types of videos, like video reviews and testimonials, short and sweet feature overview, video quotes, etc.:

InVideo Creation

3. Optimize Each Video Page

Once you have a video, you can go ahead and publish it on YouTube. Don’t take this step lightly. Unless you do your job right, it won’t rank!

Fundamentally, YouTube SEO is no different from any SEO: You need a lot of textual content for Google to crawl, index and rank.

Basically, the more textual content surrounds your video, the higher its odds are to show up in Google’s search results.

Here’s the character limits to aim for, as well as a few more details to pay attention to:

YouTube Checklist Text

To sum up:

  • Make sure to use your target search query in the video title (as it is going to be video page title too, and the page title is the most important on-page SEO element)
  • Put a lot of original content in the description. It can be the full video script, or a standalone article describing what it is you do
  • Pay special attention to the first 150 characters of your description as it will be visible before “More” click. It is not a bad idea to link to your site there
  • Use up to 15 hashtags at the bottom of your video
  • Add a lot of thematic tags in a separate field below your description field.
  • Categorize your video in several playlists

To help you create a better-optimized YouTube video description, use Text Optimizer which is a semantic analysis tool helping you create a copy that meets Google’s and its searchers’ expectations:

Text Optimizer Pizza

To use Text Optimizer to create a highly optimized video description:

  • Enter your target branded query
  • Select Google and then “New content”
  • Let the tool generate the list of related concepts and entities
  • Write content that would include at least 20-25 of those suggested terms and then re-run the tool to learn your score and identify areas of improvement.

A fun YouTube description hack: YouTube allows you to create a clickable table of contents that is driven by YouTube timestamps. When a user clicks a timestamp, it takes them to that exact section inside your video.

It’s a nice way to generate more “deep views,” i.e. views watching more than your video’s first seconds:

Video Table Of Contents

It is also a good way to dominate Google’s search engine result pages (SERPs), as Google is likely to show your table of content right there, below your video:

YouTube Timestamps Search

4. Promote Each Video On- and Off-Site

While Google loves YouTube videos, it still needs some external signals to rank them well.

The first idea is to link to your branded videos from your own site. This will help them rank higher.

Another good tool to use is Viral Content Bee which is a free platform allowing you to bring your content in front of eager social media influencers. You cannot use promotional content there but you can use it to promote your how-to videos, top-list videos, as well as videos featuring personal stories.

Viral Content Bee Traffic

The beauty of the platform is that those social media influencers bring your videos in front of niche bloggers, so it increases your content chances to generate organic links and views.

5. Create Playlists Around Your Branded Queries

Finally, categorize your videos into playlists. Playlists are not just for play.

They help YouTube understand what your video is about and how to classify it. This may get your video suggested more driving more views.

Playlists also increase your video internal linkability from inside YouTube helping it rank better in organic Google results.

Keep in mind that playlists have their own unique URLs, so they are separate content assets. For brand-driven queries, playlists may show up in search results helping you control even more organic positions. Here’s an example of my podcast playlist ranking in Google for the podcast name:

Playlist Ranking

That being said, create playlists around your branded queries to collect:

  • Product reviews
  • Tutorial
  • Testimonials
  • Personal stories of the founder and employees
  • Company milestones, etc.

To conclude, YouTube is a great brand-building marketing channel not to neglect. To better control your branded search results, use the steps above for each identified branded query and watch your traffic and conversions grow!

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Writing the Perfect Video Marketing Script: 9 Tips that Work https://invideo.io/writing-the-perfect-video-marketing-script-9-tips-that-work/ https://invideo.io/writing-the-perfect-video-marketing-script-9-tips-that-work/#respond Sat, 18 Jan 2020 15:01:11 +0000 https://invideo.io/?p=9592 Video is not going anywhere, anytime soon. If anything, it’s only going to get bigger and better by the day. In the sea of written content, brands are turning to videos to communicate with their audience and stand out.  What’s more, with 89% of marketers saying that video gives them a good return on their […]

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Video is not going anywhere, anytime soon. If anything, it’s only going to get bigger and better by the day. In the sea of written content, brands are turning to videos to communicate with their audience and stand out. 

What’s more, with 89% of marketers saying that video gives them a good return on their investment, it is safe to say that video is an impactful storytelling format – when done well.

Now, creating a video is not as straightforward as writing a blog post. Video creation needs proper planning, a compelling story, interesting visuals, the right music, and most of all, a powerful script.

The script is the heart of your video – if that fails, your video fails.

So, before you start stressing about the video editor and production, let’s first focus on crafting a well-written script that attracts and engages viewers. 

How to Write a Video Marketing Script

We’ve all come across videos that had us invested and evoked emotions. If there’s one thing that’s common in all those videos, it’s the writing. 

Writing a video script is a very different process from writing an article, case study or eBook. While there is no success formula, here are nine essential tips that will help you write that perfect script for your marketing or brand video. 

1. Decide the Purpose of the Video

It’s a well-known fact that when you do something with a clear purpose or goal in mind, you’re likely to do a better job at it – the same holds true for creating videos.

The first step is to decide the purpose of the video. From creating awareness and educating readers to build trust and generating sales – video marketing can help you achieve a wide range of goals.

The question is – what’s yours? Consider asking yourself the following questions to identify the goal of your video –

  • Who is your audience?
  • What stage of the sales funnel is the video being used for?
  • What emotions do you want to evoke?
  • What do you want the viewers to take away from it?
  • Is there any action you want people to take after watching the video?
  • Why should people watch this video?
  • Do you want to drive engagement or meet business goals such as generating leads or sales?

Knowing the answers to these questions will help you define a specific goal/purpose which forms the foundation of an effective video marketing strategy.  

2. Determine the Type of Video

Decided on the goal? Now, you can determine the type of video you want to create. Each type demands a different approach in terms of scripting, editing, production, and treatment. 

Let’s take a look at the five main types of marketing videos. 

a. Brand Videos

Brand videos are about telling viewers what your company is about while giving them an insight into your mission, values and company culture. The idea behind such videos is to create awareness and reach as many people. 

b. Explainer Videos

Explainer videos are 30 to 90-second videos meant to explain a concept, product, solution or phenomenon in a quick and digestible manner. These videos are typically created to build trust and authority. 

c. Product Demo Videos

Product demo videos are used to specifically demonstrate how a product works. These are tutorial and instructional in nature, meant to educate viewers on how to use a product and showcase its features and benefits. 

d. Customer Testimonials

One of the most effective ways to showcase social proof and influencer purchase decisions is to have your satisfied customers speak about their positive experience with your brand in the form of video testimonials. This is a powerful way to build credibility.  

e. Live Videos

Live videos are all about giving your audience a peek into what goes behind the scenes. They are meant to not be perfect and help build an authentic relationship with viewers. Apart from being highly engaging, live videos are also very cost-effective. 

3. Create an Outline and Storyboard

Similar to writing any other piece of content, writing a video script should also begin with creating a detailed outline. 

Having an outline gives the script direction, ensures a logical flow of events and helps you stay on track. This exercise also helps you organize your thoughts and ideas. 

Start by making a list of points you want to cover in the video. Once you have that laid out, arrange it to establish a logical and natural flow of events. 

When you’re creating a video, outlining is not enough. It’s also very important to put together a storyboard before you go on to write the script. 

A storyboard consists of text and visuals which help you envision the video which is a crucial part of the planning process. 

You can choose to use storyboarding tools or sketch it out on paper. What’s important is annotating every scene and including details such as directional notes, cuts, and dialogues/points. 

4. Start with an Enticing Hook

Given the depleting attention spans, if you manage to grab the viewer’s attention and hook them within the first few seconds of your video, you can consider half the battle won.

According to the YouTube Creator Playbook, the first 15 seconds of your video is critical. They need to be compelling or entertaining enough to get your viewers to want to watch the rest of the video. 

No pressure.

From starting with a shocking fact and asking a rhetorical question to sharing an anecdote or making a joke – there are various hooks you can use to engage the viewer. 

So, brainstorm and think of hooks that are in line with the message you’re trying to convey.

5. Keep it Conversational

The last thing people want to watch is a complicated video filled with jargon. You don’t want to confuse the viewer and have them stop watching midway through it.

The best videos are those that are conversational and are written the way people speak. That’s what makes them easy to understand, watch and digest. 

So, stick to a conversational tone by using short sentences and simple words. Try to infuse humor wherever relevant, ask questions and make it more of a two-way conversation. This approach will make your video more relatable, letting you engage viewers and strike a connection with them. 

6. End with a Powerful Call-to-Action

The way your video ends is as important as the way it starts because it determines the impact your video has on the viewers. Moreover, whether you like it or not – people are most probably going to remember your video by the way it ended. 

So, make sure it ends on a powerful note.

From driving traffic to a specific page and getting people to attend an event to collecting emails and purchasing a product – every video needs to end with a call-to-action (CTA) that should be in line with the purpose of creating that video. 

Inserting a CTA is useful because exactly tells the viewers what’s expected of them which is an effective way to meet your business goals. 

It’s important to use relevant, action-oriented verbs such as click, sign up, join, download, buy and register, among others. If it’s a time-bound offer, do remember to mention that and create a sense of urgency. 

While you can place the CTA at the beginning, middle or towards the end of the video, placing it at the end attracts clicks by people who were truly invested in the video. 

7. Make it Short and Crisp

There has always been confusion surrounding the ideal length of videos. 

Firstly, the length of the video depends on a number of factors such as the medium/channel it’s being posted on, the objective behind the video and the type of video being created. 

For instance, an explainer video is generally 30 to 90 seconds long but a demo video can go up till 5 minutes. Similarly, an Instagram video is expected to be around 30 seconds long but a video being sent as an email can be 45 to 60 seconds long.

Generally when it comes to videos, the shorter, the better. As per a study done by Wistia, videos up to 2 minutes get tons of engagement. 

Hence, it’s always advisable to keep your marketing videos short, crisp and come straight to the point to avoid losing viewers. If there are elements you can show, it’s better to demonstrate them through visuals rather than spelling it out in the script.

However, always remember that quality precedes everything else. There’s nothing more important than telling a compelling and engaging story through the video.

8. Be Mindful of the Pace

Imagine watching a video that’s just rushing by. So much that by the end of it, you realize you’ve understood nothing.

Such videos are a product of poor writing and editing.

While crafting the script, pay special attention to the pace – is too fast? Is it too slow? Is it in line with the corresponding visuals on the frame?

It’s important to perfect the pace, pause at the right places and allow the audience to absorb the message you’re trying to convey. 

So, when you’re sitting down to edit with a free video editing software or online video editor, be mindful of the pace. 

9. Read the Script Out Loud

There are instances when the way you write something and the way it sounds is extremely different. You realize the lines don’t manage to encapsulate the essence you were aiming for when you wrote them.

Due to this, it’s vital to read the script out loud once you’re done writing. Read it out at a moderate pace and ensure it flows smoothly and appears cohesive. This is your final quality check – so read the script out loud a couple of times, edit it and remove the redundant and repetitive parts.

It’s also a good idea to have a third person read the video script and get their feedback/perspective in case you overlooked any aspects.

Conclusion

Completing the video script is like half the work done. Once you have a script ready, you are ready to move on to the next stage which is the actual creation of the video using an online video editor such as InVideo.

So go ahead, bring your script to life and make a long-lasting impact with a compelling video.

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SEO Made Simple – A Comprehensive Guidebook https://invideo.io/seo-made-simple-a-comprehensive-guidebook/ https://invideo.io/seo-made-simple-a-comprehensive-guidebook/#respond Sat, 18 Jan 2020 09:21:46 +0000 https://invideo.io/?p=9573 Index Section 1 1. Introduction 2. Types of traffic 3. What makes up SEO? Section 2 1. Myths around SEO 2. Black Hat SEO Section 3 1. 5 Key Tenets of SEO 2. Technical SEO Section 4 Content Strategy Section 5 Links   Section 1 Introduction If you wish to understand SEO, think of it […]

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Index

Section 1

1. Introduction

2. Types of traffic

3. What makes up SEO?

Section 2

1. Myths around SEO

2. Black Hat SEO

Section 3

1. 5 Key Tenets of SEO

2. Technical SEO

Section 4

Content Strategy

Section 5

Links

 

Section 1

Introduction

If you wish to understand SEO, think of it as the sorting hat from Harry Potter. It sorts the search results to any query in a fair and just manner. 

On the first page of Google alone, the first five organic results account for 67.60% of all the clicks.

What’s more? The highest percentage of web referral traffic is sent via search engines, which makes it extremely valuable to have a higher ranking on the search results page. 

This is why companies around the world are spending millions of dollars on marketing and paid ads. 

70% of marketers say SEO is more effective at driving sales than PPC. This means, staying away is simply not an option anymore.

If you want your website to rank higher, garner more visibility and receive more organic traffic, then read ahead to figure out how SEO can help you do that.

In this article, we will go over some basics of SEO, why you need it, the black hat techniques of SEO, the technical aspects of it, how to design your content strategy, features of linking and many more. So stick around for this insightful ride!

We have teamed up with Brian Bozarth, a marketing leader with 20+ years of global leadership roles, responsibilities and achievements, to put together this SEO guide for you.

Let’s unravel the supposed mystery together.

Types Of Traffic

We just talked about SEO being responsible for the increase in website traffic. So what kinds of traffic are we talking about here?

Let’s take a detailed look into the 4 kinds of traffic that is brought about by SEO.

4 kind of traffic generated by SEO

1. Direct- Let’s say you want to buy groceries online, and you directly type in the URL of the website you want to purchase from, in this situation, you are directly visiting the website, without being redirected to it from any third-party site or ad. This constitutes as direct traffic.

However, measuring your success by assessing the direct traffic to your site can be counterproductive.

This is because most of the time your internal staff may be visiting the site, or a repeat customer is logging in to check out the site, which skews the stats. 

Other than that, individuals who might have heard about your site offline can provide you with direct traffic. 

2. Referral- Let’s again imagine you visited an online grocery store site to purchase groceries, but this time you visited that site from a link on a blog.

This kind of traffic, originating from any external source, is known as referral traffic.  

Often brands partner up with different channels, to promote their site. Measuring your referral traffic can indeed help you figure out how effective these channels are for your business.

3. Social- Every brand today invests wholeheartedly in creating and maintaining their social media presence, which brings them leads.

The more attractive your links are, the more possibilities of people visiting your site through social media.

Thereby, any traffic that you receive from the social media platforms, is referred to as social traffic.

4. Organic- Often termed as SEO traffic, this is the most genuine type of traffic that any site can receive. Let’s say a customer searches for ‘best online store to buy groceries’ into a search engine like Google, and your website pops up as a search result. If the customer chooses to go to your site, that will be referred to as organic traffic.

With SEO, the aim is to be served up as a top result to a user’s query. 

So what is SEO truly made up of? Let’s find out!

What makes up SEO?

what makes up seo

SEO is much more than just keywords. It is a holistic confluence of various user-centric aspects, four of which we shall single out because of their significance. 

These four aspects are Intent, Interest, Demographics, Network

With the evolution of technology and the internet, services have become more user-focused than ever. These four considerations are quite important to factor in when building your website.

Search engines like Google or Bing analyze historical search patterns of the user, to provide results that match their intent.   

The user’s location, age, and other demographic details are taken into account when they are shown search results.

The point we are trying to make is that a much more holistic approach is required in today’s time, to build a website that is SEO friendly.

So let’s understand it further.

Section 2

Myths Around SEO

SEO common myth

Before we move ahead, it’s time to bust a few myths around SEO.

Myth- You need more content

Fact- The idea that you need a sea of content is completely unfounded and baseless. So do not worry about the quantity, rather focus on the quality. 

Myth- You need more page submissions to rank higher

Fact- The days of page submissions are long gone. Do not fall for various online and offline agencies promising you a better rank, in exchange for a hefty fee. 

Myth- You can’t do without meta tags.

Fact- Quite a few meta tags have become irrelevant when it comes to SEO. Too many of those can actually make you look spammy and hurt your ranking. Only choose the ones you absolutely need, like title tags and meta descriptions.

Myth- Keyword density affects rankings. 

Fact- Just because you used the keyword 5 times in your first paragraph, doesn’t make your content more SEO friendly. What it does make your content, is repetitive.

Myth- The more you spend, the higher you rank. 

Fact- Most search engines have proven with evidence that expenditure on paid ads has no correlation with the organic reach of a site. 

We hope that you will not fall for these myths any longer. Moving on, let’s learn about a few SEO malpractices now. 

Black Hat SEO

Malpractices in SEO are more common than you think.

Chances are, we all know someone who has used methods like keyword stuffing, manipulative linking, using unrelated keywords, creating a mirror site and more, just to rank higher on the search page. 

Let’s make one thing clear, these techniques usually don’t bear much fruit. Search engines have evolved highly over the years and tricks like these won’t do you much good. 

Having become fiercely user-centric, search engines like to offer results based on what the user is thinking. So black hat techniques won’t get you far.

Section 3

You must be wondering at this point, where to get started? 

If SEO seems like a big, complicated process to you, bear with us while we break it down into these 5 key tenets for you.

5 Key Tenets of SEO

Technical- Search engines have bots that analyze your site, to understand what it is trying to provide to the customer. This is the technical aspect of SEO that one needs to understand.

Keywords/Phrases- The only way your site comes up as a result of a search, as opposed to someone else’s, is because your site matches the keywords that users are typing. Figuring out the right keywords is highly beneficial. 

Content- Content is king. Nothing holds more truth than this popular saying in the business world. You have to provide your customers with engaging content. 

User Experience- We are often asked to not judge a book by its cover, but let’s be real, when it comes to online sites, a lot of it relies on appearance. Which is why you must focus on the user experience for your site. 

Links- Linking your site on other channels is crucial. Amplify your content and get it out to as many people as you can. Backlinks really help pull up your ranking on a search engine page. 

Let’s outline these concepts in detail so that they can guide you in your strategy formulation. 

5 key elements of SEO

Technical SEO

Technical elements constitute the backbone of your website and play an integral part in SEO. 

Let’s explore two fundamental technical considerations for SEO. 

1. Meta Tags– Have you ever wondered how Google goes through your website? Does it read each and every word of your content or does it just require a summary?

Well, search engines use meta tags to go through your sites. Let’s consider an example to better understand the key meta tags you need to be mindful of.

Imagine that you looked up Zara Men on the internet. You will usually find a title, a description, and a URL to redirect you to the website as you see below:

meta tag

You have full autonomy to decide what these three aspects of your site will look like. However, try not to use misleading or clickbait titles for your site, since it will not help but rather harm your ranking.

On that note, have you heard of pogo-sticking?

Long story short, when a user on a search engine visits multiple search results in order to find a satisfactory answer to their search query, it’s called pogo-sticking.

If what you have to offer is not helping the users, it won’t be long before you are pushed further down on the page rankings. 

This is because the search engines measure the interaction on the search page itself. So, be authentic.

Now let’s explore a few specific meta tags, and how to create them. 

2. Title tags– This is essentially what draws the user in, and makes them want to click on your site. It is also what search engines use to identify the content of your page.

Always ensure that each page has a separate title tag and that there is no duplication in tags. For example, your about page and your careers page should not have the same title.

The tag should contain more than 30 characters but less than 65 characters. Don’t forget to include your branding to the best of your ability in the title tags, make it appear distinct.

Avoid infringing on any trademarks which might expose you to legal challenges and always use relevant tags.

The end goal is to ensure that the user is tempted enough to visit your site after reading your title, so make sure you assess the readability and impact of the title tag.

In case you are confused about the most suitable title tags, you can use a few options of AdWords and compare their performance. This helps you figure out what works best for your site.

 3. Meta Description Tags– This encapsulates the purpose of your site and what it essentially offers to your users.

When you run a search on any search engine, just looking at the title is not enough to convince you to click on the site. Reading the description is what ultimately makes you either click on the site or scroll down.

Google highlights the keywords in the description. This is why using the right keywords in your meta description tags can make a lot of difference.

Create unique and relevant description tags for all your pages. It needs to be comprehensive and also catchy.

Once you have hooked the user with your title tag, the description tag is what really draws them in. So by all means, be out there and avoid any sort of duplication.

Do you want to know a secret? One shortcut that SEO experts can often afford to take is to give the meta description tag an occasional miss.

Why? This is because when you do not have a meta description tag, one is automatically curated for you by the search engine, and it always displays the relevant keywords.

That sure makes life a lot easier, don’t you think?

4. URL Construction– The final component to discuss under meta tags is that of URL construction.

Readability becomes the top tipping factor when the user has to decide between two URLs. Research shows that the more concise and readable your site URL is, the more likely it is to be the user’s first choice.

For example, would you rather visit www.homesforus.org or www.h$+es98*4%us.org? Yes, we thought so.

When constructing your URL, try to accurately narrow in on what your customer would like to read. Use keywords generously but again, do not stuff in too many of them just because.

Relevance is once again crucial. Your URL and title tag should not seem like they are from two different planets.

Additionally, pay attention to capitalization in your URL. The correctly capitalized URL looks much more professional and reliable. Use hyphens were necessary to space out words.

Finally, keep it short. A size of 50-60 characters is usually considered optimal for a URL. 

With us so far? Great, let’s take a final look at the three crucial elements we just described to you.

Alright now, let’s move on to the second important aspect of technical SEO, duplicate content.

B) Duplicate Content

There is so much content that each brand attempts to put out there, that there always remains some duplicate content on your site.

For example, if you have two URLs that have the same content on them, Google will rank one of them much lower, thereby curbing its chances of receiving any organic traffic.

Employ the method of canonicalization in this case. Adding a canonical tag lets you declare an original source for duplicate pages to reference so that there is no subsequent confusion.

Duplication could weaken the ranking of your site since the search engine is suddenly unsure about which page to redirect the user to. Which came first? Which is the original version?

By redirecting all your duplicate pages to one single page, you can actually create a strong page that has more credibility and is ranked higher. You are essentially telling the engine to consider multiple pages as one.

Thereby, use canonical tags wisely and improve the ranking of one single page by avoiding duplication. 

With that, we have a fair understanding of technical SEO. Let’s move on to content strategy now, shall we?

Section 4 

Content Strategy

Often referred to as the meat of SEO, this is one of the most important parts of the entire SEO process.

In today’s age, a user-centric content strategy is the only way forward, since it places the maximum importance on what the user wants. If you do not listen to your user, well then why should they listen to you?

Imagine you came up with a new product for women, that lets them get rid of body hair. However, your product is costlier than the other products available, and a painful alternative to most other options. 

Your product will most likely to bomb in the market because you failed to give the users what they wanted. They wanted a cheaper and less painful option, but you did not conduct thorough market research.

So when formulating a content strategy, remember these four basic elements that make up any content strategy – KEYWORDS + CONTENT AUDIT + COMPETITOR ANALYSIS + USER EXPERIENCE

seo content strategy

Let’s look at each of them in detail.

A) Keywords

When a user types in a query on a search engine, how does the engine decide if your site is a relevant result for the query?

Keywords influence this decision majorly. They might not be as important as the searcher’s intent, but they are the means to the end.

For example, if you want to find some cafes in Amsterdam which are reasonably priced, your query may look like “cheap cool cafes in Amsterdam”. 

Google will use these keywords to match it with the keyword index of various pages that it stores. You will then find your search result in the fraction of a second. 

Now, the majority of the search volume on the internet comprises of fat head search terms. What are those? 

Well, let’s say you are looking up the word “cardiologist”. That is a very general term and would be referred to as a fat head search term. 

It is in contrast to long-tail keywords, which are long, unique keywords that are entering the search engines, due to changing user behavior. For example, “cardiologists in upper manhattan area”.

Since many people are increasingly using the voice search feature on their phone, the majority of searches are unique, owing to the difference in semantics and all the misspellings. 

Researchers have found that these searches often make for better conversions. 

For example, if you are looking up “cafes” as opposed to “non-vegetarian cafes near me”, it’s apparent that you are more sure to visiting an actual cafe in the latter search.

Due to the high conversion rates of long-tail keyword searches, it is now more important than ever to figure out what your users are searching for and gain a competitive edge over your rivals. 

Once again, the only way to crack this is to delve deeper into the psyche of your user, and accurately gauge user intent. Most people don’t even know what they are looking for until they see it. So offer them what they want to see. 

There are three primary types of search queries. Let’s categorize them in depth.

Types of Search Queries

a. Do query– Let’s say you want to go bungee jumping, or buy a car. These are termed as transactional queries because you wish to perform a certain transaction. These are straight to the point and heavily product-centric.

b. Know query- This query is made to retrieve specific information about something. When does the match start? What is the weather like in Los Angeles? What is the capital of Zimbabwe? You need a more in-depth understanding of the user’s mind in order to figure out how and what they are searching for.

c. Go query- These are navigational queries made with a specific destination in mind. So why do we need keyword research here? Let’s say a customer wants to buy shoes from your brand but does not remember the name. How can you make sure that they still find you? This is what accurate keyword research enables you to do.

Now that you know the different kinds of queries, you need to conduct your keyword research to find out the most suitable keywords for your site. 

So how do you go about conducting your keyword research? Let’s look at it step by step.

Steps to conduct keyword research

Step 1: Make a huge list

Start brainstorming about all the relevant keywords that come to your mind, that could link user searches to your site. 

Try downloading an exhaustive list of popular keywords by running a simple search traffic analysis. It will show you the most searched keywords by users. 

keywords

Make it a point to check out the keywords for which your competitors are ranking. For example, if you have a shoe business and your competitor is ranking for the keywords ‘foot’, ‘pediatric’, ‘comfort’, you already know where you are lacking. 

Another ingenious way to figure out what people are searching for is to type stuff on Google and observe what it auto-suggests. It gives you an insight into what the popular searches look like. 

seo keyword suggestion

An excellent tool to help you organize and group your keywords is the Google Adwords Keywords Planner, from which you can subsequently filter out the most relevant keywords.  

Step 2: Gather Metrics

Organizing and prioritizing keywords can be quite a task, which is why a lot of online tools can help you do that.

Gather as much metrics on your keywords as you can, and then compare those numbers to zero in on the better options. 

You would also want to know how difficult it would be to rank on organic search results. Some tools give you a difficulty score for the keywords you have picked, which makes it so much easier to filter out the more difficult ones. 

Finally, the click-through rate (CTR) of your keywords can reveal a lot about their usefulness. Quite understandably, higher CTR for certain keywords can signify that they are much more effective than the rest. 

Step 3: Grouping Keywords 

You can choose to categorize your keywords in whichever manner you want, and one very useful tool for that is the Google Keyword Planner. 

Although it helps sort and organize keywords in groups, you should exercise your discretion to ensure finer groupings and elimination of unwanted keywords. 

It is always useful to group keywords based on the intent of the user. For example, a user may be looking for the pricing of your cafe, some might be looking into the ambiance, while others may be looking for work there.

It is always advisable to make a dozen groups in such a manner and try to fine-tune them as much as possible. 

Step 4: Prioritize 

Let’s say you have a long list of keywords in front of you. How do you prioritize them?

Simple, follow this general rule of thumb. Ask yourself how important that keyword is to your and your company. For example, for show business, is the keyword ‘foot’ more important or ‘summer’?

Once you are able to assess its importance, look into how difficult it is to rank for a specific keyword grouping. Set yourself an achievable goal but also make it challenging, so that you are motivated to go after it. 

Ultimately, the most important consideration is traffic. Keyword A is getting way more traffic than keyword B, which makes your choice that much easier. 

Well, that is pretty much all that there is to keyword research. Remember, learn to look beyond the metrics at times and ask yourself which keyword is truly defining your brand.

That’s all about keywords. Let’s dive into the second aspect of content strategy, content audit. 

B) Content Audit

 

At the very outset, you have to understand that Google wants to provide its users with the most relevant content. 

So if your content isn’t the best answer to the user’s query, Google will not rank you higher. This is why providing quality content is the most important task for all the brands out there. 

Most SEO experts agree that relevant content creation has the most considerable impact on SEO tactics. So when you conduct an audit of the content on your site, only the best get to stay.

This is why we cannot stress enough about the quality of the content. Your focus should not be to churn out generic content regularly, but instead, produce quality content at steady intervals. 

One way to do it is to create evergreen content that will not just be relevant in a contemporary sense but will serve user needs for a very long time after its creation.

For example, if you sell clothes, you can maybe do a blog piece on “5 ways to style your old pair of jeans”, because let’s face it, denim is never going out of style.

Ensure that you eliminate duplicates by clubbing similar keyword pages together. “Best summer styles” and “hottest summer styles” should ideally redirect to a single page.  

Now that you understand the process of content auditing slightly better, let’s go over a few do’s and don’ts of content auditing.

Do’s and Don’ts of Content Auditing

dos of seo content marketing

donts of seo content marketing

We have time and again mentioned how poor content needs to be filtered out from your site, but how do you identify what is poor quality content? Don’t worry, we got you.

How to recognize poor quality content?

There are certain indications that we like to call the poor content quality signals, which should help you figure out that a certain piece of content is not up to the mark.

Firstly, analyze the overall quality of the content. Let’s say you find an old piece, which is poorly written and has too many grammatical errors. It may be a partnership post from 2010, completely outdated and irrelevant. 

That should tell you that the piece needs to go because it no longer serves any purpose on your site. 

Learn to look for content that is not descriptive enough and does not have proper keywords. It may be a blog piece that has too many images and not enough substance. Time to trash it!

Nobody likes to read copy-pasted content that does not make any sense. So avoid misleading optimization, which is mostly a patchwork of other content

Remember, at the end of the day, it is always quality over quantity. 

Right, enough about content auditing, let’s dive into the third aspect of creating a content strategy, competitor analysis.

C) Competitor Analysis

There is a popular saying which reads, “A horse never runs so fast as when he has other horses to catch up and outpace.” 

As a brand in the market, you are constantly competing for customers with your rivals. It ultimately comes down to you doing a better job than your competitor.

That can be done by following a simple set of incremental steps that you need to repeat over and over again, to optimize your site.

The market is expanding by the minute. Each day a new competitor may enter the market, or your existing competitors may launch a new product. So you need to constantly bring your A-game to survive.

So to be better than the rest, you need to be aware of what the competition is doing. How do you do that? Don’t fret, we got you.

Steps to analyze your competition

a. Identify- Let’s say you run a fashion brand and you already have a set of keywords for your brand. Your first task would be to identify which other competitor brands are ranking for those same set of keywords.

You will have three distinct sets of competitors. The first group would be the industry competitors, which are big, established brands in the industry you already know of.

Next will be the competitors you will have to research on, who are lesser-known and can be found out using some simple digital tools. The third set of competitors are those who are competing for ranking on the same keywords that you are targeting. 

For example, you might be targeting the keyword “luxurious style” for your fashion brand, while a home decor brand might be fighting for ranking for the same keyword.

The ultimate aim of identifying your competitors is to study what works and what doesn’t. What is making Google rank your competitor higher than you? Try to find out the answers to these types of questions.

b. Prioritize- You have to organize and prioritize your competitor analysis process, or else the sheer volume of information can bury you.

You begin by identifying your competitors like we just taught you. Once you know why your competitor is ranking better on a certain keyword, you can tweak your URLs to match keywords.

This improves your chances of getting a better ranking. Take the help of digital tools like SimilarWEB and SEMRush to analyze how your competitors are ranking better on certain keywords.

c. Compare- So you have identified your competitors and you have narrowed down your list of targeted keywords, what now?

Simple, now you compare your performance with that of your competitors, and find out your drawbacks. There are three domains here that you could focus on.

Firstly, the keywords are crucial. If your competitor is doing something different and ranking higher on a targeted keyword, maybe it’s time for you to take a page out of their book.

Secondly, look at the high ranking content of your competitors. Maybe they have a great title, or sleek design or some other element that is drawing the customer to their site. Compare their content with yours, and find out what you can do differently.

Finally, the numbers speak the loudest. Look at the ranked page metrics and identify trends or hidden patterns that can help you improve your site. 

So, what’s the final step of your competitor analysis?

d. Learn- Through dedicated and regular competitor analysis, you have collected enough information on your competition. Now it is time to learn from all of the data. 

Let’s say you have a targeted keyword such as “home decor”, for which you need to rank better. In order to do so, you need to write a lengthy content and add a lot of external links, because there are lots of competitors.

On the other hand, for a better ranking on another keyword such as “cool home decor artifacts”, you simply need to revamp a few old but relevant content pieces. Which one do you devote your time and resources to?

It is always advisable to identify the convenient keywords and prioritize them first. Only then can you go chasing the big fish.

Start fleshing out an outline of your content strategy, based on all of the new competitor data you have gathered. It can really help you chart out a more focused and informed content plan.

Now let’s take a look at the final step in your content strategy formulation process.

D) User Experience

Did you know, intentional and strategic user experience has the potential to raise conversion rates by as much as 400%?

With almost all industries tilting towards a more user-centric approach, we cannot emphasize enough on the need for providing an excellent user experience to your users.

In recent years, UX has emerged as an indirect factor in ranking. Google is assessing the UX for individual sites, more carefully than you think, and that consideration has a clear impact on your ranking.

Still, wondering why you need to guarantee a good user experience on your site?

Let’s imagine for a second that you run a travel business. Now people looking for travel sites, come across your page. However, your user experience is poor. 

Your landing page is clumsy and confusing. You do not have complete information on your services and the user cannot navigate your site conveniently. What would happen next?

Quite understandably, the user would leave your site and go to another one. Google analyzes this user behavior and over time it identifies that your user experience is not satisfactory.

As a result, your competitor’s site ranks higher than yours and you gradually sink to the bottom of the ladder. 

Now that you understand the importance of providing a good UX, let’s look at some key metrics to track UX on your site.

Key Metrics to Track UX

seo - key metric to track UX

Load Time- Nobody likes to wait forever for a page to load. Chances are, they won’t stick around if your load time is too long. Try to optimize your images and bring download time, but without compromising the quality.

Bounce Rates- Don’t read too much into bounce rates, because they can be misleading at times. If a viewer visits your site and reads a blog post on the first page and then leaves, you have successfully converted them. However, it will be considered a bounce.

Navigation- When a user visits your site, they might or might not have a particular goal in mind. This is why it is imperative to design a functional site, which allows your user to navigate conveniently. You can use the number of clicks that items on your site are receiving, as a reliable metric to do so. Experiment by changing the order, design, and content on your landing page to see what works and what doesn’t.

Page Views- When you have a set UX that you offer to your users, you will know exactly how many pages it will take for your user to be converted. Based on the page views, you can track whether users are dropping out too early, or whether the navigation is confusing them. It is a helpful metric to assist you in optimizing your UX.

Session Length- This is the logical next step to looking at page views. It gives you an idea about how much time a user is spending on a certain page during a single session.

Let’s say a user is spending too much time on the landing page, and then dropping out. That could signal that they are confused about how to navigate on that specific site.

Use this metric to design your UX in such a manner that it saves both time and effort on the user’s part to get to the final conversion.

Conversions- Like most businesses, you must have a funnel that charts out your user’s journey and ultimately leads to the desired conversion. If your conversion rates are dismal, you can easily diagnose a problem with your UX. Search engines can detect dismal conversions and accordingly affect your rankings. It is very important to design your UX in a manner that would lead to optimal conversions.

Now it’s time to dive into the third and final step of your SEO plan

Section 5

Links

Google’s advanced technology dedicatedly looks at linking when deciding on ranking for your page. 

Now more than ever, linking is being assessed in a strict manner by most search engines, to ensure fair rankings. For your knowledge, there are two types of links you need to be aware of. 

The first kind is internal linking. These are links that are present on your site, which gives your site a definitive architecture and helps Google crawl through the site and index it better.

On the other hand, external links are links that redirect back to you from other sources. However, here too, the quality of external linking matters, not the quantity.

Let’s learn about them in more detail.

A) Types of Linking

Internal Linking

Think of internal linking as being a game of lego, where you get to build your site the way you want to.

Since internal linking provides a structure to your site which search engines crawl through, it is crucial that you get it right in order to rank higher.

As a site owner, you will know which of your pages are most important to you, that you want maximum traffic on. By correctly linking them, you are essentially telling Google “Hey, these are my most valuable pages. I want you to rank them accordingly.”

Google Console is a handy tool which lists out the most important links for you, in order of importance. 

It is advisable to link all your pages internally so that it is easier for Google to index them. Additionally, your most important pages should have maximum linking so that Google is correctly able to identify its value. 

Some technical aspects of internal linking need to be kept in mind. For example, when working on a new site, developers block search engines from crawling through the site.

Some, however, forget to disable that once the site is launched, effectively preventing Google from crawling through the site. Make sure that does not happen to you. 

Also, ensure that your most important pages can be adequately indexed by Google and do not have a ‘no-index tag’ on them. 

This process of internal linking is crucial since it helps the search look through all the hard work that you have put into the site. So make sure you link all your pages.

That’s all about internal linking, so let’s learn more about external linking.

External Linking / Backlinks

By using sophisticated technology for linking analysis, search engines can accurately find out how popular certain sites are and how credible the backlinks to those sites are. 

In the world of SEO and content, backlinks are seen as a vote of confidence, if not an outright endorsement. But all of it is dependent on trust. How? Let us explain.

Let’s say today a random stranger on the road told you that the new iPhone model is faulty and heats up too fast. Now let’s consider that your favorite celebrity tweeted the same thing.

Who would you believe? In most cases, the answer is the latter. Which brings us to the point we were making, that backlinks from trusted sites would create the maximum impact. 

There are a few key primary linking signals that we have identified, that determine the value of a link.

The first being global popularity. We know that the more popular a site is across the world, the more credible its linking is considered. If today your brand earns a backlink from Microsoft, nothing like it.

We can also look for local popularity. If you sell shoes, then linking from other shoe brands would be considered credible. 

In recent years research has shown that linking the anchor text proves to be more useful than linking the entire phrase. So if numerous anchor texts are linking to your site, then you have a chance to rank higher.

Reiterating an earlier point we made about trust, it is always more valuable to earn links from trusted sources. This is because various search engines look for linking from high trust domains to rank you higher.

Finally, you have to remain updated over time. Keep earning additional new links to add to your freshness factor, so that your page does not become outdated.

Now that we have a better idea of the backlinking process, let’s figure out how to make it a sustainable process.

B) How to earn backlinks sustainably?

So you have gone and earned quite a few external links, good job. However, can you maintain that overtime? Is your backlinking sustainable?

As we explained before, if you do not keep earning newer links with time, it could really harm your ranking. Thereby, the linking process has to be reiterative.

So how do you keep earning more links? To figure that out, let’s look at the concept of a Link Flywheel. 

Link Flywheel

A link flywheel helps you figure out how to earn new links over time. It consists of a few different channels like news and press, social media, partnerships, content marketing, etc.

All of these sources can earn you new links, so why do we need a flywheel? Well, a flywheel helps you organize your sources and determine which ones can provide you with better linking. 

The first few links are the hardest, but once the wheel is set in motion, your traction keeps on improving. There are quite a few ways to earn links from these sources.

Press Releases continue to remain a popular source for securing links, and linking from trusted domains can help you go a long way.

Local citations can also play an important role in earning some useful links for your brand. If you sell apparel, it would be a good idea to get a citation from a fashion influencer.

Another major linking source is bloggers. The blogging trend has taken the digital world by storm, so naturally, a lot of linking has come from bloggers.

Be it genuine or sponsored content, it can pay off, in the long run, to secure linking from notable bloggers. 

At this stage you must be wondering, how exactly does one build a link? Don’t worry, we got you!

C) Link Building

Link building is nothing but the very act of getting people to link back to you. Having said that, if you are expecting a set formula for link building, then you will be disappointed. 

While there is no such preconceived formula, there are a few different types of link building that most businesses partake in. 

Let’s take a closer look at what these are. 

a. Self-created, non-editorial

As a business, if you have ever gone from one blog to another blog, copy-pasting your link in the comment section, then you have first-hand experience in this type of link building.

These links usually appear very spammy to all search engines and can actually harm your ranking instead of boosting it.

So try avoiding this type of link building as much as possible.

b. Manual “Outreach” Link Building

In the business world, the network that you create is incredibly valuable to your business.

This type of link building requires you to leverage your network, by reaching out to people personally and asking them to link to you. 

Fair warning, this link building process often involves never-ending cold calls and unanswered emails, which can be disappointing. It is thus always advisable to reach out to trusted contacts.

c. “Natural” Editorial Links

This is possibly the most ideal kind of link building, which is more organic and less dependent on your outreach.

Some brands would naturally like to link to you because they like your content or they find it relevant. Those are essentially the “natural” editorial links you want for your brand.

This is the World Championship of backlinks, and everyone is fighting to earn this kind of link.

If you have a piece of content that is performing really well, only then does it make sense to do manual outreach for it. That is how you ensure that you have earned the links. 

Now that you know more about link building, let’s look at a few sample strategies for the same. 

Strategies for Link Building

Firstly, let’s say you have a set of loyal customers who love your product and keep coming back to your brand. It’s always a good idea to ask them to link to you. 

If they make a Facebook post or comment on a blog about your product; that can go a long way for you. Additionally, you can incentivize linking for your customers by offering them discounts or any other perks. 

Secondly, always prioritize value over volume. It’s no use publishing an article daily if it is not entertaining or offering any value to your readers. 

Create quality content and engage with your readers across all social media platforms. Video posts have proven to work better than images or text posts. You can easily create all kinds of videos on InVideo, an online video maker.

Make sure you are also consistent with delivering new content. By doing so, you are ensuring greater linking for your brand, which is absolutely organic and genuine in nature.

Thirdly, we are aware of how important it is for brands, to create viral content. 

It’s important because of the very definition of going viral means that your content is being viewed and shared by an ever-increasing number of people. This is a great way to secure “natural” editorial links which will definitely boost your search engine ranking. 

Finally, try to become the talk of the town.

Let’s say you make a controversial post, or you declare a major giveaway. You are immediately being talked about in your target market. This kind of publicity is invaluable since the more newsworthy you are, the more people are linking back to you online. 

The launch of new iPhone models is a classic example of such a link building strategy. It always makes the headlines and as a result, gains loads of traction.

You may not always have something sensational to say. In such cases, running Facebook video ads are also a great way to reach a wider audience. InVideo, the video creator, also allows you to make video ads for any social channel.

Right, so now you hopefully have an idea as to how to go about link building. Let’s now turn to social media and its relationship with SEO. 

Section 6

Social Media’s Impact on SEO

Does social media impact SEO? To answer simply, yes, it does. However, it is indirect in nature.

Why? This is because social media in itself will not push your ranking up. However, it can help you connect with influencers who can generate more awareness for your brand and can secure good links. 

With the age of influencers upon us, most brands are reaching out to social celebrities to endorse their products. This has indeed helped brands to reach out to larger audiences and secure great backlinking. 

Additionally, social media is a great place to engage with your customers and increase your brand visibility. That translates to more people looking you up on Google, thereby improving your ranking. 

Let’s look at a few tips to improve your SEO ranking by leveraging social media.

Tips to improve your SEO through social media:

1. Develop real relationships with influential entities on social media and convince them to endorse you.

2. Engage and communicate with your customers at all times and be more approachable in general. This can help increase the traffic on your site.

3. Maintain a list of the influencers you are eyeing and keep a track of all their posts. This will help you decide which influencer to approach for what endorsement, and when the post should go up.

4. Share your content with the influencer with the hope of reaching their larger audience. That is a great way to amplify your brand’s voice and get more people to look you up on search engines.

Remember, social sharing is not the same as earning a backlink. 

While being talked about on social media is always an asset, it is still not as valuable as securing a genuine backlink on the web. So keep trying to get as many genuine links as you can.

Alright, we are almost at the end of your lesson! Let’s now dive into the final bit on SEO, the metrics. 

Section 7

Metrics to Track SEO

How do you know that your efforts are helping you secure a better ranking on search engines? Well, that is where metrics come in.

By tracking your SEO through metrics, you can adequately assess how you are faring and what you need to focus on.

Here are a few metrics that you should be tracking:

Keyword Tracking

By tracking keywords, you can find out the most popular ones.

This can help you decide which keywords to target, whether or not you have grown over time and whether your linking is transitioning beneficially to your pages. 

You can use third-party software to track keywords.

Backlinks and Linking Root Domains

Backlinking continues to have the most impact on SEO, which is why it is crucial to track the backlinks you’re recieve for your pages.

Linking root domains simply refer to the unique websites which have linked to you. By tracking both of these metrics, you can assess your performance as compared to your competitors.

Once again, you can use third-party software to track linking.

Organic Traffic

Organic traffic is an obvious metric that you should be measuring because that is the ultimate aim of SEO.

By tracking the organic traffic you are receiving on your site, you can see for yourself if your SEO campaign is delivering results.

You can simply use Google Analytics to track this metric.

Average Time on Page

This is often a misleading metric to track since there are a lot of external factors that can skew this metric.

However, by comparing the average time on the page across pages on your site, you can gauge which pages are more interesting than the others. That can help you improve certain poor performing pages.

This again can be easily tracked via Google Analytics. 

Pages Per Session

By tracking pages per session for your visitors, you can fairly understand if the user behavior is as you intended it to be.

For example, maybe you wish your visitor to go to your about page, then your products page, then your pricing page and finally make a purchase. This means you roughly want the pages per session metric to be 4.

Anything higher and lower, and you have a useful observation that you now need to analyze further. Use Google Analytics to track this metric.

Returning Users

You want to build a community of loyal users, who keep coming back to you.

By tracking this metric, you can find out if indeed you are offering good enough content to your users, for them to keep coming back to you. 

Use Google Analytics to track this metric, and use it to analyze customer loyalty towards your brand.

Bounce Rate

As we mentioned earlier, the bounce rate assesses the rate at which users have left your site after visiting it initially.  

A higher bounce rate may make you anxious but we suggest that you do not trust it blindly. If a viewer visits your site and reads a blog post on the first page and then leave, you have successfully converted them. 

However, it will be considered as a bounce and will drive up your bounce rate. Which is why it is advisable to not read too much into it.

Page Load Speed

A page that takes forever to load will be immediately shunned by users.

Track your page load speed to ensure that users are not leaving your page due to slow speed. If you see that the speed is not satisfactory optimize your images and try to improve the speed.

Traffic by Device

Use this metric to know your audience better. 

Whether your mobile traffic is higher or whether most of your traffic is coming from the desktop can help you decide on the kind of content optimization you require. 

If you are getting significant traffic from mobile, ensure that your site is mobile friendly. This metric can tell you whether or not you need to reconsider features of your site like font size, design, functionality and user experience.

Conversions 

The point of anything and everything related to SEO is to get more customers.

Not just any customers, but successfully converted customers. Your funnel can help you visualize the customer journey which ideally leads to a successful conversion.

By tracking this metric, you can see if your content is actually enabling conversions. Compare your content with each other and see which one is bringing in more conversions. 

Well, those are all the SEO metrics you need to track. Now you officially know more than most about SEO.

Conclusion

We hope that we have been able to help you understand and explore the concept of SEO better. It is a powerful tool and if used well, can add immense value to your business.

Here’s a quick recap of the most important takeaways from this article:

1. Conduct your keyword research thoroughly and keep tabs on changes in user behavior at all times. 

2. Carefully decide on your title tags and meta tags. Make sure your content has a relevant description.

3. Construct your URL in accordance with popular keywords, as discovered in your keyword research.

4. Produce quality content that is relevant over time and ensure that you eliminate all duplicate content from your site.

5. Conduct a detailed and periodic competitor analysis to stay on top of the competition.

6. Strive to provide your users with the best possible user experience, so that they do not bounce from your site.

7. Build a network of influencers who genuinely like your product and will provide you with sustainable backlinks.

8. Maintain an active social media presence that can help in creating more engagement for your site.

9. Timely analyze all the important metrics that you collect, which will allow you to draw inferences about what is working and what is not.

10. Above all, remember, if you are offering a genuinely good product, then you will eventually rank higher than your competitors.

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Getting Started On YouTube With David Walsh https://invideo.io/getting-started-on-youtube-with-david-walsh/ https://invideo.io/getting-started-on-youtube-with-david-walsh/#respond Fri, 17 Jan 2020 13:42:56 +0000 https://invideo.io/?p=9550 The team here at InVideo sat down with Mr David Walsh, for an Exclusive Webinar. Mr Walsh, also known as Mr YouTube, has an unmatched sway in the YouTube world because of his expertise in building a YouTube channel, scaling it up, getting it to 30,000-follower mark as soon as possible. He’s a YouTube expert, […]

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The team here at InVideo sat down with Mr David Walsh, for an Exclusive Webinar.

Mr Walsh, also known as Mr YouTube, has an unmatched sway in the YouTube world because of his expertise in building a YouTube channel, scaling it up, getting it to 30,000-follower mark as soon as possible. He’s a YouTube expert, an excellent strategist, and he has helped thousands across the globe scale their YouTube video marketing efforts and expand their reach. 

Here is an account of our insightful session with David at the end of 2019.

InVideo: Hey, David! Can you give us a glimpse into your journey so far and let our audience know more about who you are and how you got here? 

David: First of all, thank you for inviting me to this interview. It’s always great to be able to help more and more people to grow their YouTube channels, whether it’s for fun or full-time business.

Back in 2013, I had a web development business, and I was dealing with high-end membership sites for clients. I had unfortunately hit a roadblock since no new clients were coming in at the time, and my wife wasn’t working at the time either. Self-doubt kicked in, and I questioned my ability as a marketer. 

I usually work out to drive these thoughts away. So, I went for a run one morning, and I asked myself, what was bringing in the client? The answer was my YouTube videos. The quality of the video wasn’t great, I wasn’t consistent either, but the quality of the content was quite good. And so, those four videos brought in four clients, which was worth about $10,000 worth of business. 

I decided to make more YouTube videos, then and there. Another interesting fact was that all of my clients came through YouTube videos, and they were all from San Diego. I thought about it and realized that I couldn’t do membership sites because I could do about 10 or 15 videos, and then I’m stuck. This is because consistency is a big thing when it comes to YouTube. So, whatever you’re doing on YouTube, you need to think of it as a long term thing, like at least 12 months.

YouTube Marketing

InVideo: That holds for a platform like YouTube. So what happened next?

David: I decided I’m going to do YouTube because I can learn it, and then also teach it on my videos, so that’s what I did. I put up my first video on February 19, 2013, and it just went from there. I got 1000 views on that video on the first day and got an additional 75 subscribers on that first day. So I thought, hmm, there’s something in this YouTube thing.

InVideo: That sounds like the perfect success story. Now, David, there are still many people out there who want to start a YouTube channel, but they’re not sure how to go about it. So what are the three or four key things that you would say to them? 

David: So if you’re a business, or a consultant, or some sort of professional, what are those questions that you get asked by your prospects and your clients time and time again? You will narrow in on a set of 10 to 20 questions that you get asked repeatedly. Be it a sales call or a free consultation or somebody with a prospect, and these are the questions that you keep hearing all the time. 

So first of all, write down those questions. Now brainstorm about what tips or what content you can create with those questions. If you’ve got 20 videos, and you’re doing one video per week, which is something I recommend to my clients, that is five months’ worth of content right there.

Online YouTube Marketing

InVideo: So, that can be the first set of content that you put out. And because you already know so much about it, I think it also comes a lot naturally.

David: Absolutely. If you’ve been asked this question week in week out, the answer is rolling off your tongue. 

InVideo: Great! Another question that is sort of derived from this question is, how do you zero down on a potential niche? Most people want to make bigger money and want to lock down on a niche. How would you suggest they go about it?

David: Okay. So, it depends on your level of expertise. However, the best way to go about it when starting your own YouTube channel is not to target everyone. The narrower you can get, the better it is for you to hone in on those people. And the easier it is for them to identify you as the expert and the person that they need to be talking to when it comes to the problems they have in their business, or their life, or whatever. 

So, somebody who’s a life coach, I would always recommend, go for people that you could help. For example, you could help professional women who earned more than $100,000 a year. Maybe they are at a higher level of management, and they want to be able to have a baby and be able to come back to their high paying job after. So you could help them by showing them how to deal with stress in a male-dominated world.

If you can target a specific market, then it makes it a lot easier for you to identify who your audience is and for them to identify, they want to work with you.

InVideo: That makes it a lot easier for those starting. Another question that pops up along with this is how to make content discoverable? Since it won’t be discoverable from day one, what can people do for the first 5, 10, 15 videos that they make? How did you approach it? 

David: Discoverability was the most important thing that I focused on. It was the number one thing I focused on when I started my videos. And that’s how I was able to get 1000 views on my first video on the first day. 

I did my research, and that’s the first thing we do for our clients, and that’s the first thing we do in our online training. Without research, you’re dead in the water, you’re creating content, and you have no idea if people are looking for it, and if anyone’s going to watch it when you put it up. Knowing the exact phrases people are using to find your content is key in this place. 

Stuff like prank videos are much harder to find since every kid and their dog is creating prank videos, or they’re doing covers of music videos and stuff like that. So that’s a very competitive place.

Though, if you’re doing covers, keep doing it because you never know when it goes viral. What you need to do is look at the tags that people are using on the domain music video, what types of tags have they been using. So you replicate them on your video so that YouTube can associate your cover video with the main music video. 

Getting back to professionals, it’s important to know what the exact key phrase is, that is being used. When you start typing in the search box, you will get up to 10 listings predicted back to you by YouTube. These are the keywords that are being used in YouTube under ‘ranked by popularity’. So, the one at the top is the most sought after key phrase for what you’re typing.

InVideo: I think keyword research is a great place to begin. Now that we’ve covered distribution, I also want to ask you about your traction. How does it differ from when you put out five videos, to when you put out ten videos, to when you put 100 videos, and probably when you put out 500 videos?

David: So, with our clients, we recommend they start with just one video per week. First of all, find out what the marketplace is willing to do. Also, people are busy, and you don’t want to bombard them with a load of stuff. What we found is that clients who had put out three videos per week right out the gate didn’t do anywhere near as well as those who just did one. So, they’re doing three times the work, but getting less reward. 

YouTube Video Ads

Realistically, we go out with one video per week, and that’s how I grew my channel with just one video per week, and it’s been up now for six years. So you don’t need to go out making videos every day. Contrary to what a lot of bloggers and YouTubers say when you’re starting, and especially if you’re in the business space, there’s no need to be doing videos every day. 

But if you’re a wannabe YouTuber, or you want to be famous or whatever, or you have an amazing story that you want to share with people, just start with one video per day and move to four videos per week. Then grow your momentum and build it up from there. As people get to know you, then you can start adding videos. What we found is that every time somebody hits the notification bell one day after the subscribe button, YouTube will be sending out an email to them every time a new video is uploaded. 

So, if you’re uploading seven videos a week, you’re sending seven emails a week, and they’re going to get email blindness. So they’re not going to watch your videos. You want them to do the exact opposite so that when that email goes into their inbox, they go, my goodness, there’s a video up, must watch it now.

InVideo: That is really valuable advice. Frequency should not be too high, or people are just not going to find it exclusive anymore. So, given that you’ve seen how YouTube works across channels, and across brands, all the years, do you have a reference frame of thought in terms of what should people’s realistic expectations be? 

David: I had zero expectations when I started my channel. I had no idea how it was going to go. I didn’t know if I was going to get one view or one subscriber from any of my videos. So, I looked at it as a test, and that’s what everybody should be doing when using YouTube. Even if you don’t have a business or you’re just a YouTuber, you need to test what content is going to work. 

So, if you’ve uploaded 100 videos, and you’ve only got two subscribers and three views, and your content is not working, simple, you need to keep changing it. You need to find out what’s going to work. And if you’ve done 100 prank videos, and nothing’s come from it, well then prank videos are not working for you. So you need just to see what works, try different things. 

If you’re a professional and using it for your business, stick with the answers to the questions that you get. What we find time and time again, is that there’s going to be one video that just goes crazy bonkers posing over 50% of all your views and your subscribers, but we can never predict which video that would be.

InVideo: So if you post 30 pieces of content at the same time, you miss out on that iterative process, right? 

David: Exactly. Also, YouTube isn’t playing the game here. They are not putting up content regularly; they’re just dumping 30 videos. So, they are not going to promote you, because you’re not helping them. They want the ultimate goal for every social platform, which is that people should stay on that platform as long as possible. 

So if you help YouTube bring people onto the platform and keep them from bouncing, then they are going to promote your videos. Now because you’ve got local watch time, you get more views. They’re going to associate your videos with other people’s videos, some bigger YouTubers. Your videos are going to be on the associated videos on the right-hand side; your videos are going to be on the front of YouTube on people log in because they see that your content is well-liked. 

InVideo: Yeah, that sounds about right. Another question that I had was, what is a good subscriber to views ratio? Some brands might have 100k followers on their page who subscribe to their channel, but they are getting very fewer views. So, could you help us understand that a little better?

David: Sure. So, the metric we like to use is, between 5-10% of your subscribers should be watching your videos regularly. So, if you’ve got 100,000 subscribers, then you would expect between 5-10,000 views on average on your videos. If you’re getting 500, then that’s a big red flag in my opinion, because that’s half a percent. So your content isn’t what they’re expecting. 

A lot of YouTubers make this mistake of video creation around a certain theme, and they’ll do that for month after month after month. And all of a sudden, they’ll make this video that nobody is expecting and nobody wants. And business owners are probably the worst when it comes to doing this because they are sending out the wrong message. Then people usually go, why are you creating this video? We don’t want this content. 

YouTube - Subscribers To View Ratio

InVideo: Got it. Talking about changes, have there been any significant changes to the YouTube algorithm in recent times? 

David: Well, the big thing that’s always been there is views. However, now it is watch time. That’s because people were buying views and they were junk views. So, YouTube recognized that, and now they have advanced analytics. So the longer-form video is now actually better for your channel.

For our client videos, we recommend seven to 14 minutes. What we found out was that, if you’ve got a 10- minute video and a 40% watch time percentage, that’s going to beat a two-minute video with a 90%, day in day out.

YouTube - 5 Long Form video

InVideo: So longer videos end up being a lot more beneficial for you if you’re looking to monetize at some point in time…

David: Exactly  

InVideo: It takes a lot more bandwidth to do that…

David: Yeah, exactly. And plus, when your videos are over 10 minutes, you can have multiple ads on your video, so it helps with more monetization. YouTube likes putting more ads on videos because they make more money. Now they’re beginning to put ads regularly, like at the beginning and the end of videos as well. So, if you have a good watch time on your videos, you will get ad monetization switched on and will get more suggestive video traffic from YouTube. 

InVideo: Right. What we’re going to come to now is something that I think you’re an expert to answer, because what we’re going to talk about is monetization, right? 

David: Yes. 

InVideo: So, is the criteria in 2020 for a YouTuber to monetize the channel?

David: Yeah. It’s been the same for about a year and a bit now; two years. It’s 1000 subscribers and 4000 hours of watch time. This is why I’m saying, the longer your videos, the easier it is to get that 4000 hours. So, if you’re pumping out two and three-minute videos, you need a hell of a lot more of them than you would with a 10-minute video. So yeah, it’s 1000 subscribers, and your 4000 hours, so that’s the minimum criteria. Then you have to submit your channel because you don’t automatically get monetization. They’ll do a review but typically, 99.999% of the time you will get accepted for monetization.

InVideo: Got it. And just to clarify, it’s 4000 hours of watch time and 1000 subscribers in one year?

David: Yes. 

InVideo: Okay. I would also strongly recommend people to go and learn different kinds of ad formats that have come out. Do monetization charges differ from ad to ad right, based on the format?

David: Yeah, they’re slightly different, and also vary from country to country as well. So if you’re getting traffic from the US, that’s going to vary. The ads that are going to be put on your videos in front of the US audience is going to be very different than it would be for Africa or Asia. 

InVideo: Got it. Getting into the world of CPM now, the location of your targeted audience is important. Another factor that is also significant is the content category that you’re targeting. Now all these categories have very different monetization rates, depending upon the user base, or the user person who consumes, so could you probably provide a little more insight into that?

David: Yeah. So again, if you are doing a game review, and then the gaming company wants to put an ad on that particular video for you, then that’s going to work in your favour. Now, if you’re doing a review of a very expensive camera or a very expensive TV, then the ads on that could be considerably higher as well. So again, it depends on your content. If you’re doing prank stuff, what they’re going to do is look at your audience. So, they’re going to see who your viewers are, how many viewers you have, or how many subscribers you have, what the demographics of your subscribers are, that sort of thing. 

So, that’s why I sort of tend to stay away from your typical YouTuber content. Because it’s difficult for me now, it’s not difficult for other people, but it’s just difficult for me to be able to look at and be able to create content around that. And that’s why I find for me personally, that the ‘how to’ space is a lot easier because I’ve sort of got more of an analytical mind rather than a creative one. So, I bring some creativity to the analytics and then I can create content around that. 

But getting back to your question, different content and categories will bring different advertisers to your channel. Now if you are big into sports like if you are a big gamer, and you’ve got like 10 million subscribers of a certain demographic, you are going to have various brands wanting to advertise on your channel. And at that point, you’re going to be part of the premium program anyway, so you are going to get the cream of the ads either way.

You need to have a sustainable goal with your content. If you are a gamer, you just play more games, and it is as simple as that. If you are doing hair and beauty, you just make more videos. As different celebrities come up with different styles, just replicate them. 

Now, if you are doing pranks, and if you are doing weird stuff as you said earlier on, it might take a week and a half to be able to set one video up or two weeks to set more videos up. You might only get out two pieces of content per month. You need to always look at your sustainability. If you only create one video per month, because your hero video is huge, what you can do is create behind the scenes content as filler. 

So, you can still create content that’s not your hero content, but based around your behind the scenes stuff and give people a little insider as to what is happening on your channel before your next big video comes out.

InVideo: Got it. That’s a great insight on how you can leverage the same piece of content and get more out of it. Now one thing that I missed before is that some professional YouTubers get 100k views and most start to see that as the standard. So, do you believe these guys promote their content and push it in front of audiences because I don’t believe that’s completely 100% organic? Could you possibly just help us out on this?

David: Okay. There are several things because they are not just on one platform. So they are going to be on Instagram, and they are going to send out a story about their latest video, asking people to watch it. Same on Twitter. They’re probably in the YouTube community, and they are going to promote their video within their audience. So they are doing a great job of letting people know when the video is out, plus their content is typically shareable. 

So, if it is a beauty blogger, then all the girls who are watching that video and some guys who are watching that video, are going to share with their friends too. So they do get a lot more reach than us mere mortals on YouTube. Also, because they’ve got an element of celebrity that they market amongst their target audience, they get more views.

Maybe sometimes they are using paid ads, but they usually don’t need to. I know in the sports space if you’re talking about football clubs and stuff like that… I was talking to the guys who run Arsenal fans TV a while ago, and they say that they’re only going to get about 2-5% of their views from subscribers. This is because other football fans from other clubs are going to watch the videos, but they’re not going to subscribe. You will have Chelsea fans, you will have Man United fans, you will have Liverpool fans watch the content, but they will never subscribe.

InVideo: So it comes down to the topic of the video because sometimes they might probably do a video on a topic that is being looked for by a huge bunch of people, right? 

David: Yeah, exactly. The same goes for kids’ content as well. It’s like you’re looking to get about a 3% subscriber view rates on those videos, even though they’ll clock up 10, 20, 30 million, only 2% are probably going to come from subscribers.

InVideo: Understood. Thank you so much for actually helping us with that. Last but not least, our last segment is on brand partnerships and how one should approach them. Once the channel hits the 50k or 100k mark, what according to you will be the ideal way to approach brands? 

David: As soon as possible. If you’ve created 100 videos and only have ten subscribers, then that’s going to be very difficult to sell to any brand. If on the other hand you have a very niche channel, like say you do 1980s video games, and then Atari comes out with a brand new retro console, then you can approach them. So even if your channel is small, you can do quite well because you’re highly targeted. 

YouTube Marketing

InVideo: Got it. 

David: However, I would recommend people to start that process as early as possible, so they get used to negotiations. So that when they get to 10, 20, 30, 50, 100,000 subscribers, they’re able to have a conversation with a brand new representative easily. Here’s who I am, here’s my target audience, this is what I get you from the brand deal, these are your expectations, this is the cost; all on the table. 

InVideo: So, what is currently the best way actually to find or reach out to these brands? A lot of people complain that they are reaching out to brands, but they don’t seem to take it seriously. This is because the bigger brand has a whole network of influencers that they are already tied up with. So someone who has probably got a 15k audience, even though it’s quite a niche, might not necessarily be their cup of tea. 

David: Well, there’s a couple of platforms that work well, like Social Blue Book. There are several platforms out there that marry up YouTubers with brands, so just find them. There’s more coming out each year, so just go on there, put in what it is you do, who your target audience is, etc. The more you know about your audience or what they’re looking for, the better it is for you, when you’re talking to those brands to serve yourself.

InVideo: Okay. So, there are two primary avenues from a revenue standpoint for a YouTube channel. One is paid ads, and the other one is brand associations. So, is there any piece of this pie that you’re missing out on, given that you’ve had tremendous success with YouTube platforms?

David: Yeah. The biggest thing that you need to understand is that YouTube can take away their platform from you at any time, for any reason. There can be a major algorithm change like there was with monetization a few years ago when they changed it from anyone could sign up to you need 1000 subscribers and 4000 hours. This is because people do not have their subscribers or their followers on an email list, or some other platform where they can communicate directly with them. 

So the most successful YouTubers, even professionals who use YouTube, will get people onto an email list or find other ways to communicate with them. Not just with Instagram or Twitter or stuff like that, I believe email is probably the best way to get hold of people. Then you can sell them merchandise. If you’re creating a book, you can do that. So if you’re a beauty blogger and you make a book of all the stuff that you do, having an email list can help you sell that book easily. Especially if YouTube decided to shut you down for whatever reason.

InVideo: I believe it’s a great way to get that information out to your subscribers so that later on if you have a business if you’re selling merchandise, you can capitalize on it and sell that to them. Cool. So, thank you so much for joining in, David. Last but not least, before I let you go, I have two questions for you. And this is primarily for everyone to kind of go and research and dig deep into all that. One is, what is your YouTube channel where they can get all of this information?

David: That’s very easy. It’s youtube.com/davidwalshonline. So, if you go to YouTube and simply search for “David Walsh” or “David Walsh online”, you’ll find me right there.

InVideo: Perfect. So, we will have a link to that as well when we post this webinar so people can find your YouTube channel. I think you also have a website where you put out a lot of content about this? 

David: Yeah, if you go to davidwalshonline.com, you’ll find my stuff there. So, go to the YouTube channel, you’ll get a lot more stuff there. But if you need to contact me, definitely you can find me on the contact form on the website, davidwalshonline.com

InVideo: Got it. Fantastic. And just before I let you go, three things…I know you’ve done a video on this, but three key hacks for anyone who wants to see drastic growth for their YouTube channel as of the end of 2019, what will your three go-to tips be?

David: Okay. So, this is what I meant to talk about earlier on when you were talking about algorithm changes. You need to take your thumbnails down. If you do not have thumbnails that make people stop and want to watch your videos, you are going to get punished. With the new analytics on YouTube in the studio beta, you’ll see the second tab, and it will show you your click-through rate on your thumbnails. 

InVideo: Right. 

David: So, the YouTube average is 3% give or take. We work with our clients, and our aim is 5 to 6%. If you want to look at a good thumbnail, make sure to check out my channel, because I have a 9.3% click-through rate on my thumbnails right now.

InVideo: So, just for our audiences who don’t understand the term thumbnail, when you say the click-through rate is about 9%, which means out of 100 people that probably watch your thumbnail, nine people click on it?

David: Correct. So yeah, it goes in the thousand. So, out of 1000 people, 93 people will click on my video. I’ve got one video that’s got 18.8%, so we’re well above the YouTube average. Your thumbnails are key, and that’s why the two things you need to focus on right now are your watch time and your thumbnails. Your thumbnails stand out, having text on them… I do recommend having text but have as minimal text there as possible. 

If you look at mine, no more than four lines of big, bold text. When you are on their phone, and they’re scrolling through, your thumbnail sticks out, and they go, ‘Oh, that’s interesting’, and they click on it. So that’s really what you’ve got to focus on right now. That is also why a lot of people were complaining about the new analytics on YouTube, myself included. However, once you see the reason why those analytics are there now, you begin to understand better why you need them. It is how long your people are staying on your videos, your engagement. All those things are very important and add to your success on YouTube today.

InVideo: Got it. Thank you so much, David, for doing this with us. I think I’ve had a lot of fun, and I’m sure there’s a whole bunch of insights for people to pick up from. I think you laid down the skeletal structure for anyone who is probably starting on or is somewhere in the middle of their journey to becoming a YouTube superstar, or for someone who has already hit 50,000 subscribers and wants to scale that too, let’s say 500, right? 

Great! Guys, as David mentioned, you can go to his YouTube channel and check out all the other stuff that he was there. He’s also got a couple of videos about how to get the best thumbnail, right? You can also get that information out there. Great. So, thank you so much for joining in, David, and have a good one.

David: Thank you very much for having me. It’s been an absolute pleasure.

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How To Build A Marketing Model That Works? https://invideo.io/how-to-build-a-marketing-model-that-works/ https://invideo.io/how-to-build-a-marketing-model-that-works/#respond Wed, 15 Jan 2020 19:03:10 +0000 https://invideo.io/?p=9474 Let’s face it; there are more articles about the advantages of marketing on the internet, then there are actual marketers in the industry. Which is why I won’t waste any of your time explaining why you need to know it well.  Every significant business has dedicated teams of talented marketers working tirelessly, to craft a […]

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Let’s face it; there are more articles about the advantages of marketing on the internet, then there are actual marketers in the industry.

Which is why I won’t waste any of your time explaining why you need to know it well. 

Every significant business has dedicated teams of talented marketers working tirelessly, to craft a perfect brand image for their businesses and products. 

While the final output might look incredible, the process behind that is rarely visible or accessible to outsiders. Which is why unoriginal emulation and subsequent imitation of these techniques, rarely have the desired effects for businesses. 

Across industries today, if you ask senior executives about the most crucial marketing asset to any enterprise, most of them would talk about the importance of a good marketing model. Everything that we see happening around the business hinges on the accuracy and strength of this model.

For a solopreneur, first-gen business owner or a brand that has recently switched gears from a sales-driven culture to one that’s led by marketing, the process of getting this right can be extremely challenging.

This is why we have teamed up with Brian Bozarth, a marketing leader with 20+ years of global leadership roles, responsibilities and achievements, to put together a marketing masterclass for you. Sounds exciting? We bet!

Let’s get right to it then!

INDEX :

Part 1: Historical Data

Part 2: User Journey

Part 3: Conversion Rates

Part 4: Build Your Marketing Model

Part 5: Know the value of your Lead

Part 6: Building Scenarios

Part 7: Building out a Practical Model

Where do we start?

the 2 key question every business model needs to ask

Here are two key questions that every marketing model needs to answer:

1. Where should I invest marketing dollars?
Your business model needs to establish which marketing avenues are the best fit for your brand.

2. What should I expect to see in return?
Craft your business model in a manner that enables you to clearly outline your expectations on returns.

So good so far? Great! Let’s get on with the rest. 

Here are three key tenets that will slowly nudge you towards the perfect marketing model for your company. They are:

(A) Historical data

(B) User journey

(C) Conversion Rates 

For businesses we often say, the numbers speak the loudest! 

So when you are clueless about where to start, it is always a sound idea to begin by looking at the numbers of your business. This is what we call the historical data of your company, that shows you how far you have come and in what manner.

What you need to do next is actively try to understand the user journey of your customers. What does it take for an arbitrary individual to become a part of your customer pool? Understanding your customers is the first step to acquiring them. 

However, just knowing your customer’s journey will not help you unless you have metrics to measure this process. This is where the conversion rates come in, which offer you a numerical insight into how effective your marketing practices actually are.

So let’s explore them in detail, shall we?

Part 1: Historical Data

No, MS Excel sheets displaying copy-pasted numbers, week after week, are simply not going to cut it anymore.

Knowing your numbers means knowing them in a manner that lets you draw inferences from them and helps you strategize on how to improve. 

There are certain key numbers that you need to know in order to shape your marketing model accurately. 

(a) Customer Lifetime Value 

(b) Lead value

(c) Customer Acquisition Cost

(d) Business sustainability

Let’s start with the concept of Customer Lifetime Value

As opposed to just the first purchase, this metric helps you determine how valuable a customer is to your business over a lifetime.

You know what they say, retaining an existing customer is much less expensive than acquiring a new one. 

This is why your CLV would inform you about the reasonable amount to spend on acquiring new customers, among other things.

A simple way to calculate CLV: 

customer lifetime value

For example, if sales to a particular customer have generated $1000 over their lifetime, and the initial cost of acquiring them was $100, then your CLV would be:

$1000 – $100 = $900

Under no circumstance should you be spending more than $900 per customer, on acquisition. That would signal that your company’s financial health is taking a hit.

Let’s now inspect the concept of a lead

So, what or who is a lead? A lead is nothing but a potential customer that is genuinely looking to purchase your product or service. 

So what is the value of a lead for your business, and how do you measure it?

Let us imagine that you sell refrigerators and they retail at $500 per unit. So to you, a lead is worth $500 when it ends in sales. In reality, however, not all leads end in a purchase.

That said, let us imagine you are able to convert 4 out of the 10 leads you have, into actual sales. Now the formula to calculate the value of a lead is:

So in the example, we stated, the lead value would be:

Lead Value = 4*500/10 = $200

Remember, some leads are more profitable to pursue than others. We call them hot and cold leads respectively, depending on the extent to which they are ready to make a purchase.  

Another very important metric to understand is the Customer Acquisition Cost. It answers a very simple question, how much does it cost to acquire a new customer?

Marketing efforts traditionally focus on print mediums and digital mediums. While the conversion rates for the former are difficult to measure, the latter can be easily monitored and accordingly, important demographics can be targeted.

A simplistic formula for calculating CAC is:

customer acquisition cost

A more advanced version of this metric lets you calculate the CAC for each specific channel that you invest in. We cannot stress how important it is to compare the CAC for different channels.

For example, let’s say you notice that your CAC is greater for Instagram than Facebook. That would mean that the money you are spending on Instagram marketing is not fetching you more customers.   

This would push you to redirect your resources to Facebook marketing, which has a lower CAC and is more profitable in this case. This metric helps marketers ensure optimal allocation of resources and zero down on the right channels.     

Each business has their own philosophy when it comes to how they attribute their customer acquisitions. So choose the model that aligns best with your business’s philosophy. 

Now that you understand how to calculate your CLV and CAC, you can easily find out how sustainable your business actually is. The formula goes:

business sustainability

The higher the ratio, the more sustainable your business. You should explore ways to increase your CLV or bring down your CAC in order to increase the sustainability ratio of your business.  

Phew! Lots of numbers. What’s great is that now that you know your metrics, you can set your targets and accordingly pick your marketing tactics. 

key numbers to know

Before that, let’s help you understand the user journey of your customers!

Part 2: User Journey

  

When you are attempting to understand your customer’s journey, the big looming question is, 

“How do your prospects become your customers?”

In order to do so, let’s take a close look at three different approaches to understanding your user’s journey.

1. Marketing Funnels:

marketing funnel

A marketing funnel helps you visualize the path traversed by your customer, with the end destination being the final purchase that he/she makes. 

From a much wider pool of options, the customer finally narrows down on your product, all the while going through various stages of consideration. 

This is why marketers call it a funnel since from a wider top, it gradually tapers at the bottom. 

Let’s look at a few different examples of marketing funnels below.

Newsletter Signup

Imagine that you run a fashion blog, and you want your users to sign up for your weekly newsletter. The sales funnel for you would look something like this:

i) User comes across your sign up form on a Facebook ad that you have been running. It asks for the user’s email address.

ii) The user decides to fill up the form and inputs the correct email address.

iii) They then have to open their mail where they have received a link from you, to confirm their email address. Once they confirm, the transaction is completed 

Page Conversion

Let’s say you own an apparel business and you have a dedicated Facebook page to promote your business. The sales funnel to track page conversions would look like this:

i) User sees a pop-up ad (click here to know more)  for your business on Facebook, and when they click on it, they are redirected to your page. 

ii) Once on your page, they find the signup form, which they have to fill up to receive updates from you. 

iii) They are interested in receiving updates from you, so they fill up and submit the signup form. That would lead to the end of the funnel for the user.

Retail Store Funnel

Imagine a retail store selling furniture. What would the marketing funnel for such a store be like?

i) The customer walks into the store to buy furniture.

ii) They walk around the store, browsing through your products, and they like a chair that you have on display.

iii) They zero in on the chair after considering its features and price and express their desire to buy it.

iv) They then move to the payment area, to make the payment for the chair. At this point, the funnel is complete since the transaction is made.

E-commerce Funnel 

Let’s say you sell jewelry and your brand’s website is xyz.com. The sales funnel for your customer would be:

i) The customer sees your online ad and visits your website at xyz.com.

ii) She likes a pair of earrings and wants to buy it.

iii) She adds the product to her cart and selects the ‘checkout’ option.

iv) She subsequently proceeds to the checkout process.

v) She pays for the pair, and the checkout process is thereby completed, locking down a successful sale for you.

Now that we have a clear idea of how sales funnels look different for different entities let’s explore their actual significance. Why are funnels beneficial?

why are marketing funnel beneficial

A funnel’s true benefit lies in its ability to let you attach numbers at each stage to your customer experience, allowing you to statistically assess how a visitor moves through your website and ultimately ends up buying your product or dropping out of the funnel.

We will come back to this later, but before that, let’s check out the second approach to tracing your user’s journey.

2. Customer Journey Map

So far, we were tracing the customer’s journey through a funnel.

With a customer journey map, we have a full-fledged illustration of the different steps taken by your customer, in the process of doing business with you over time. 

It is a sensory mapping of the customer’s thoughts, feelings and emotions as they go on this journey.

This method relies on actual interactions with customers, which many deem as the foundation of the move towards more customer-centric models of marketing, that we are currently witnessing. 

Only by talking to customers and obtaining their feedback, you can gather significant qualitative data that would help you better assess the customer journey. 

This is why the need of the hour is to focus on the customers, and not the business, Identify how they truly feel, what they are thinking and what they are experiencing when conducting business with you. 

So how do you go about deriving an experience map? Well, here are a few basic pointers to help you get started.

i) Uncover the truth- Begin by understanding the touchpoints of your customers. What do they click on, and what do they pass by? How do they feel when they interact with certain aspects of your site?

ii) Chart the course- Map out how they move through your site and how it makes them feel at each point. It helps you establish a journey model for your user.

iii) Listen to their opinions and frustrations- Listen carefully to their opinions and frustrations and narrow in on opportunities to improve the user experience on your website. 

Ready to learn about the third approach? Let’s get right to it!

3. The Buying Process

For a second, put yourself in the buyer’s shoes. 

When buying a new product, there are certain processes you go through to make the final decision about whether or not to purchase the product. 

These processes are collectively termed as the buyer’s process. While devising your marketing strategy, it helps to have a clear understanding of the buyer’s process.

Now there are three main stages that the buyer passes through during this collective process. Let’s learn all about them in-depth, with the help of examples.

Awareness Stage- This is the initial stage during which the buyer is aware of the problem in front of him/her.

awareness stage

For example, let’s say Harry realizes that public transport is too inconvenient for him, and he wants to buy a car. You, on the other hand, sells cars. Sounds perfect?

As a marketer, you have to ask yourself a few questions that will help you devise your model.  

Firstly, how would Harry describe his goals and challenges? 

Next, you want to figure out where Harry would go to educate himself on his goals and challenges?

After that, you should ask yourself, what would be the consequences of Harry’s inaction?

Also, are there any common misconceptions that Harry has about buying a car?

In the end, the big question is, what makes Harry either prioritize or not prioritize the purchase of the car?

Once you ask yourself these questions, you will be automatically churning out better content. 

Now your buyer is aware of the problem, what next?

Consideration Stage – In the consideration stage, the buyer is actually researching the problem and looking to find a solution.

consideration stage

So Harry is convinced that he needs a car, and right now, he is looking through different options on the market. 

Now ask yourself the following questions and see what answers you come up with.

What categories of solutions is Harry looking into? Does he want an SUV or a Sedan or some other category of car?

How does Harry educate himself on these various categories? Does the research on the internet, or does he ask his friends or family? Or is he simply looking at billboards on the subway?

How does Harry assess the pros and cons of each category? You are essentially trying to figure out what Harry values more. Is more mileage enough for him to overlook a more expensive model? Is luxury a consideration for him, or does he simply value functionality?

Moving on, the final question concerns how Harry decides the right product for him? What does he keep and what is he willing to compromise on? What guided his selection process?

Got the hang of how to navigate the consideration stage? Great!

Let’s focus on the final stage of the buyer’s process.

Decision Stage- The last stage of the buyer’s process refers to the final decision-making stage of the buyer.

decision stage

There are a set of 5 questions you can ask yourself, to define the decision stage. Let’s look at what they are.

What are the top criteria that Harry would be looking into when buying his car? Would it be price, mileage, look or something else? Does your product have an edge in those areas?

Next, what would make Harry pick your brand’s car, as opposed to another company’s product? What can you offer him that your competitors can’t? You can make likes and dislikes list which would help you promote the likes and fix the dislikes.

Now ask yourself, who are the stakeholders involved in Harry’s decision making? Maybe his family, friends or colleagues will weigh in on his decision? You need to assess how their perspectives may differ. 

For example, Harry’s son may want a great in-built stereo system in a car. Can you offer that?

Next, does Harry have any expectations to try out your product before he purchases it? Maybe he is looking for a free test drive.

Finally, are there separate implementation plans or training strategies required before Harry can make this purchase? 

Once you have all these answers, you are more than ready to start building your robust marketing model.

So far, we covered the importance of historical data and the user journey of your business. We will now look at a very important tenet; conversion rates. 

Part 3: Conversion Rates

With conversion rates, you have the free hand to define what a ‘conversion’ means to you, and thereby calculate your conversion rates.

It is then nothing but the rate at which a customer performs an action, that you have benchmarked as a ‘conversion’.

The most significant benefit of tracking conversion rates is that it tells you which avenues are the most lucrative ones for your business marketing. 

Let’s say you own an Ebook business, and you define conversion as a successful download. 

By tracking your conversion rates for different social media platforms, you can find out which platform is bringing you more customers. Accordingly, you can invest in that avenue and cut down on unnecessary spending!

So, how do you actually measure this conversion rate?

Quite simple really, if you have defined the desired action as your lead conversion, then the formula for measuring your lead conversion rate is:

lead conversion rate

Let’s look at a few examples to understand this better.

Let’s say you run an online tech journal and get 100 leads a day, out of which, 20 become new customers. You have defined your lead conversion as a newsletter sign up. In that case, your lead conversion rate would be :

Lead conversion rate = 20 / 100 * 100 = 20%

Now that you have your conversion rate remember that it can be volatile due to numerous reasons such as variances in your industry, region, market and also seasonality. Sales might go up during festive seasons, might see a dip during a political turmoil in your region, etc.

At this point, we are going to ask you one simple yet important question, do you know your industry averages? 

Most people fail to factor in the externalities that affect their average conversion rates. You have to understand that the primary factor that causes acute variation in conversion rates across industries is simply because people have different definitions of what ‘conversion’ means.

Interestingly, the idea of conversion can be better understood with the help of the sales funnel that we illustrated before. You can track conversions at each stage of the funnel.

For example, let’s say you have a laundry business. At the top of the funnel, you have defined the visitor becoming a lead as a conversion. Let’s say the conversion rate here is 6%.

Next, the lead becomes ready to nab customers, and you secure their email or contact. At this stage, let’s imagine your conversion rate is 24%.

Finally, at the end of the tunnel, the customer makes the purchase which is the ultimate conversion you were looking for. Your conversion rate at this stage is 12%.

Voila! You have a sales funnel that lets you track conversion rates at every stage, thereby helping you decide which avenues need more attention. 

When you are calculating the average conversion rates for your industry, it is always advisable to do so individually for each of the channels you are using. 

You will be surprised at how conversion rates can differ greatly across various channels. We have put together a list to help you realize this difference, check it out!

acquisition channel

Having said all that, we really believe that ‘conversion’ should be defined by each brand differently, according to their unique objectives. Set your own benchmarks and use that as the yardstick for all your metrics.

So, are we ready to start building that marketing model? Let’s do it!

Part 4: Build Your Marketing Model

Now that we know the three key tenets to consider before building our model let’s get down to actually shaping it.

One general trend in the market is to amplify the quantity of the marketing efforts, without trying to improve the quality. This is a cardinal sin since more doesn’t always guarantee better performance.

Instead of floating along with the generic hypotheses of requiring ‘more’ in order to be better, let’s try out a different approach to building your model.

Let’s consider that you own a business, and the following are your numbers, corresponding to your funnel:

building a model

Once you have this data with you, ask yourself two vital questions.

First, how many visitors do we need? 

Second, what are we willing to pay for each visitor?

The answer to these questions can be found by navigating the funnel in a reverse direction.

organic search model

Chart out your targets for your business along the funnel, but in a reverse direction. On one side, you pen down your revenue expectations for the year, and on the other hand, you calculate the average cost of each customer.

By moving along the funnel in a reverse direction, you will be able to narrow down on the number of visitors you need and the amount you need to pay for each new customer.

In our example, the number of leads you would want your business to generate daily is 7,500, and the cost of each new lead would be $1.

So, have you generated any leads yet? If you haven’t, let us tell you the value of a lead.

Part 5: Know The Value Of Your Lead

We cannot stress enough on the need to segment your data on the basis of the channel. Which channel brings in how many customers should be closely tracked by your company.

Only when you know the performance level of your marketing campaigns on these specific channels, can you effectively decide how to spend your marketing budget and allocate your resources. 

Let’s say your Facebook ads are running super well, and you have a great conversion rate, while Instagram traffic has been sparse. You can choose to focus all your efforts on getting the word out on Facebook and try a different strategy for Instagram. 

We have already learned how to calculate the value of your lead, but if you don’t want to do it manually, you can always rely on Google Analytics to get the job done for you!

We have covered a lot of ground so far, let’s now do a quick recap of what we have learned.

marketing model

Part 6: Building Scenarios 

Let’s say you have five different channels to choose from, for your marketing campaign. Now, based on your historical data, you find out that two of those channels has brought you a lot of new customers.

So based on past user behavior, you make some predictions about the future success of those channels. 

This is what we call building your campaign scenario, where you predict and calculate the value of a lead from a specific channel.

When building your campaign scenario, we have noticed a common misconception. Let us illustrate that with the following example:

sample scenario

On a preliminary glance, the social reach looks a lot better when compared to the organic reach, simply based on the numbers. 

However, when you look at the conversion rates, the sales and the revenue earned, it is a completely different story where organic reach is winning.  

Now if your leadership asks you about your campaign scenario, you can offer a more informed opinion about the expected RoI from each channel, based on the metrics you already have.

With the help of your campaign scenario, you can calculate the average lead value for each channel, based on the targets that you need to achieve. 

So if your target is to earn $10k more, and you can’t decide where to spend your marketing dollars, take a look at the what your campaign scenario would look like for both organic and social reach:

sample scenario of marketing funnel

It does not take a marketing expert to figure out that the target seems much more achievable if the investment is made into increasing organic reach.

Part 7: Building Out A Practical Model

Hold on tight because we are almost there. After all that theory, we thought it’s time to let you build your practical model.

Let’s help you do this via a few examples. 

Imagine that you run a weekly webinar, and the following are the numbers for an email campaign for your webinar, pegged to a funnel.

webinar email

Remember that the section about ‘opportunities created’ will be completely decided by you. Whether it is a qualified marketing lead or a sales qualified lead, will be decided by you and your team alone.

So going by this example, we can see that you closed 20 deals and earned a revenue of $4000, which makes your average customer value, $20. 

Now let’s say you note down the funnel data for three consecutive months of October, November and December as we have done here:

webinar email example

Do you notice that the revenue earned for the month of December has fallen down drastically? The reason behind that is the major fall in the number of email recipients during that particular month.

We are trying to establish a simple point here. If you chart out your numbers in the manner that we just taught you, you will easily spot the point where your drop off is occurring, thereby helping you make changes to that aspect.  

Similarly, now, let’s look at an example of a social media campaign that you have crafted for your business. Let’s assume that your funnel looks something like this:

social campaign

Now we have already demonstrated how charting out these numbers can help you spot the areas that need improvement, but what’s more, it can also help you compare different campaigns that you are parallelly running to decide which one is performing better.

If you are running three campaigns in one go, you can compare your campaign numbers like this.

social campaign example

The value of such a comparison is apparent in first glance. You can compare how they have performed stand-alone by comparing the amount spent on the ad alongside the revenue earned.

Inter campaign comparison can be made by looking at the conversion rates and average customer value of each campaign. The idea is to collect enough data over a long period of time, which would inform you about what works and what doesn’t work. 

Now a lot of you have been asking about paid campaigns, and how to correctly assess their performance.

The funnel here depicts a real-world example of numbers along a marketing funnel for a paid campaign.

paid campaign

From the numbers, we can calculate the cost of each click by dividing the revenue generated by the number of clicks. In this case, it is $8.

This number, which we call the cost per click, will help us determine the LTV to CAC ratio, which we learnt how to derive earlier on. It is an important ratio that helps us understand the sustainability of our business.

Now let’s compare three different ad campaigns.

paid campaign example

As you can see, with a model like this, you can directly trace that the drop in performance of Ad 3’s campaign is due to the drop in impressions.

A model like this would help you compare one campaign against the historical data of other campaigns, to figure out where it went wrong.

Phew! Good job on understanding the practical models. You are absolutely ready to start building your own now.

Conclusion 

Congratulations! You are now completely ready to build your business marketing model and impress your leadership. 

Remember to follow the simple steps we told you and in no time, and you will have your very own marketing model. 

As an exercise, start building your own model for each of your company’s channels today. Good luck! 

The post How To Build A Marketing Model That Works? appeared first on InVideo - Online Video Creator for Content and Marketing Videos.

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5-Step Guide To Improving Your YouTube Video Content Strategy https://invideo.io/5-step-guide-to-improving-your-youtube-video-content-strategy/ https://invideo.io/5-step-guide-to-improving-your-youtube-video-content-strategy/#respond Fri, 27 Dec 2019 10:58:23 +0000 https://invideo.io/?p=9320 According to statistics, YouTube is the second-largest search engine in the world. It plays over a billion video hours each day and receives more than 1.5 billion users each month. Both users and brands upload 500 hours of video to YouTube every minute. With all that, demand for video content is increasing, as 72% of […]

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According to statistics, YouTube is the second-largest search engine in the world. It plays over a billion video hours each day and receives more than 1.5 billion users each month. Both users and brands upload 500 hours of video to YouTube every minute. With all that, demand for video content is increasing, as 72% of people would rather use video to learn about a product/service. Plus, 95% of viewers are more likely to remember a call to action after watching a video, compared to 10% when reading it in texts.

Long story short:

If you don’t have a YouTube channel and don’t create videos to engage users and generate leads, it’s time to start. And if you want to succeed here, think of YouTube content strategy optimization for higher rankings and more positive results.

Here go your five actionable steps to consider:

1. Build a Video Content Plan

Yes, YouTube is a video channel, but it’s still about content that covers all stages of the sales funnel: it should attract users, engage them, nurture, and finally convert into subscribers or customers. With that in mind, your YouTube channel needs to generate a kick-ass content!

In other words, you need a content strategy and a content plan. Both will depend on your marketing goals, so make sure you understand them. Why do you need a YouTube channel?

a. Brand awareness and popularization?

b. Selling products or services by creating video ads?

c. Entering new markets?

d. Content monetization?

e. Entertaining or educating your followers?

For a great content plan, you need to know your target audience inside out. Their interests, preferences, and reactions to your videos will help to understand what to post. Google itself recommends to “create a content plan to ensure that your content both meets your brand’s goals and engages your intended audience.” So, think like a critical essay writer:

a. Come up with the right message

b. Choose the best video types for your marketing goals (ads, brand videos, testimonials, vlogs, etc.)

c. Think of a video maker and editorial planner

d. Set the time you’ll need to video making, finalize a publication schedule, and fill the calendar accordingly

Consider the Analytics tab for your channel to get the data on demographics and quantitative insights. Therefore, you’ll see what content to use and how to improve it for better results.

2. Organize and Optimize Videos for Better SEO

As well as Google, YouTube is a search engine. So, to get the most out of its algorithms, make sure to optimize videos so they would hit the target:

First and foremost, optimize titles with keywords. Whether you create content about healthcare, weddings, real estate, or anything else, correct keywords will help YouTube algorithms to understand what your content is about and rank it accordingly. Also, remember about closed captions and subtitles: they can help you boost videos too.

Then, add relevant keywords to your video descriptions. Think of up to 15 hashtags to mention there, and tag videos with your keyword variations so more people could find it. Don’t forget to choose a YouTube category for your video and define the best time for its publishing. (Check when your target audience is most active, and remember: videos get the max views in the first 48 hours after publishing.)

You might also want your videos to rank in Google’s featured snippets. For that, organize it accordingly:

a. Edit video content into clear sections for Google to understand it and use different clips from it in a snippet. And remember that every video needs intro and outro to perform better.

b. Optimize your videos into specific keywords that are relevant to your content but still are more likely to appear in snippets.

Also, make videos more engaging for users. Optimize them with custom thumbnails for your content to stand out. Free tools like Fotor, Crello, and others can assist in designing branded thumbnails for your videos.

video content

Optimizing your video assets for mobiles will also help to improve your YouTube content strategy: more than 70% of watch time comes from mobile devices, so don’t lose a chance to engage such a vast audience.

3. Use Different Channels to Publish Your Videos

For better results, don’t limit your video content strategy by YouTube publishing. Combine this channel with other platforms and content types so more people could click, watch, and share your videos.

Many brands practice this trick. For example, you can embed YouTube videos into your website home page:

youtube video strategy

Or, add them to your landings for better engagement, dwell time, and conversion:

video editor

Most marketing specialists combine their text content with video testimonials to embrace a wider audience. Brian Dean, Neil Patel, and others had predicted a video content’s potential capacity long before it became routine practice. So, embed your videos into blog posts, guest articles, case studies, or reviews to hook the audience who prefer watching to reading.

And don’t forget about social media. Publish videos on Facebook, Twitter, Instagram, or any other network where your target audience “live.”

video maker

4. Consider Alternative Ways of YouTube Content Promotion

Engaging content and a story behind your videos are all well and good, but you need to work hard on their promotion. YouTube starts ranking videos after they’ve got a thousand views. To get them, you might want to try the following practices:

a. Cross-promotion with other YouTubers: find the relevant channels by keywords and subscribers, and offer your content for them to mention.

b. Or, propose them to create videos for their channels but with backlinks to your page in descriptions. Use the best and secure video editor like InVideo for that.

c. If your marketing budget allows it, consider YouTube advertising.

d. Promote your videos to email subscribers. Send newsletters with embedded YouTube videos: even if they watch a video in an email, it will still count as a view.

e. Share on social media, backlinking to the original video on YouTube so that the followers could view it there.

f. Practice smart email outreach of influencers in your niche: explain why they need to watch your video and ask to share it with their audience.

5. Remember to Measure Results

Numbers speak volumes: 87% of marketers use video as a powerful tool for engagement and conversion; more than that, 88% of those marketers are satisfied with the ROI of their video marketing efforts. To join their ranks, don’t forget to monitor your video results regularly so you could analyze the situation and decide what to do to improve it.

Check your channel’s performance with YouTube Analytics and Google Analytics. There you can see what to adapt in the content strategy and YouTube SEO for better results: video length, time of publishing, content type, etc.

And don’t ignore user comments under your videos: it’s the best way to learn what they think, what topics they want you to cover next, and what you can do to improve your YouTube channel.

And now, over to you:

Do you build a content strategy for YouTube? Are there any actionable tips or optimization techniques about video making you could share with readers? Let’s discuss in the comments!

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