Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach content marketing in 2017 and beyond. Video marketing is an incredible way to create content that is personal and has a real impact on your audience. It has an incomparable ability to create emotion driven sales – and sales are always personal on some level. Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.
As you begin creating videos, you'll notice a key difference between video scripts and your typical business blog post — the language. Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords.
This annotation can be especially helpful because it not only allows you to display text, but also the opportunity to add a link to another YouTube video, YouTube playlist, YouTube channel or the ability for a viewer to subscribe to your YouTube channel. Links to other websites can only be displayed in text form, requiring a user to type the URL displayed in an annotation into their browser as opposed to clicking. Unless it relevant, stick with sending traffic to other destinations within YouTube and keep links elsewhere to a minimum.
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When you ask your friends which online video platform they use, the answer you probably hear the most is YouTube. YouTube is the largest video hosting platform, the second largest search platform after Google, and the third most visited website in the world. Every single day, people watch over five billion videos on YouTube. It's also free to upload your videos to YouTube and optimize them for search.

A purchase may have been made, but there's still a lot of video can do to leverage the post-conversion stage of your flywheel. During the "delight stage" of the inbound methodology, your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. It's also in hopes that they'll tell their connections about their experience or up-sell themselves. Therefore, the goal of this type of video is to encourage your customers to embrace your brand and become brand evangelists.
I think one of the easiest ways to do it is actually when you’re going to do a review video. So if you’re reviewing a specific product, I would link to that product so your viewers can actually go purchase that product as well, especially if it’s something that you love. That’s probably the easiest way to integrate affiliate links. And it’s also a great way to monetize any video that’s not sponsored. So any time you have favorite things or your favorite products or reviews, you can throw in an affiliate link to help people know where to find the product you’re talking about.
Correctly optimizing your videos title, description and tags is an important way to help YouTube and Google’s search algorithm determine the subject of your video and help it rank in the search results for relevant searches. Again, the metadata is only a small piece of the puzzle and will only help take your videos to the next level if you’ve got quality content to share with your audience.
Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He's also writing on a personal growth website FixWillPower.com. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.
In the last 10 years, the digital landscape has changed significantly. People are phasing out desktop and laptop computers to search the web and interact with content. Instead, they are picking up their mobile phones and tablets. What’s more, digital technology is cheaper today than it’s ever been before; there are virtually no boundaries on how, when and where people can interact with content.
In the section on preparing talent, we discussed how to record your script in short sections. If the editor were to stitch these sections together side-by-side, the subject's face and hands might abruptly switch between clips. This is called a jump cut, and for editors, it poses an interesting challenge. Thankfully, this is where b-roll comes in handy, to mask these jump cuts.
What I like about it is that when users hover over the image, they can see some basic information about your channel (name of the channel and number of subscribers) and when they click on the image they are redirected to your channel. This is especially useful for videos embedded on other websites. It allows people to be redirected to your channel and subscribe if they enjoyed the video, even if they are not on YouTube to begin with.
The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.
As you begin creating videos, you'll notice a key difference between video scripts and your typical business blog post — the language. Video language should be relaxed, clear, and conversational. Avoid using complex sentence structures and eloquent clauses. Instead, connect with your audience by writing in first person and using visual language. Keep the language concise, but avoid jargon and buzzwords.
Instead, place a laptop below the eye-line of the camera. Break the script into short paragraphs and record it section by section until you capture a great take of each. If you plan in advance when the final video will show b-roll (supplementary footage or screenshots), you can have your talent read those lines directly off the laptop like a voice over.
Just as the YouTube Creator Academy preaches getting to the point quickly in channel trailers, Brian Dean of Backlinko asserts the first 15 seconds of your video is the ideal portion to optimize. Why? Because viewers will decide within that first 15 seconds whether your video is the real deal. Once you’ve got their buy-in, your video will naturally accrue greater watch time, improving your ranking signals.
John Lincoln is CEO of Ignite Visibility, one of the top digital marketing agencies in the nation and a 2017, 2018 and 2019 Inc. 5000 company. Lincoln is consistently named one of the top marketing experts in the industry. He has been recipient of the Search Engine Land "Search Marketer of the Year" award, named the #1 SEO consultant in the USA by Clutch.co, most admired CEO and 40 under 40. Lincoln has written two books (The Forecaster Method and Digital Influencer) and made two movies (SEO: The Movie and Social Media Marketing: The Movie) on digital marketing. He is a digital marketing strategy adviser to some of the biggest names in business.
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