Connect with us

Marketing Tactics

Victoria Grech’s 7 Rules To Making Powerful Marketing Videos On A Budget

2017 Will be the year of video marketing. Is your business ready?

Nadine Todd

Published

on

Victoria Grech

Vital Stats

  • Player: Victoria Grech
  • Company: Video Marketer
  • What they do: Victoria Grech left her corporate career to launch a videography business. She pioneered DSLR videos, and has since moved into training business owners how to shoot, edit and distribute powerful marketing videos on a budget using your smartphone
  • Visit: video-marketer.com

On an average day, we are bombarded by 50 000 adverts. Billboards, TV ads, radio ads, print ads, Facebook, Instagram, SMSes, telemarketers — everyone is screaming for attention. As an entrepreneurial business that doesn’t have the marketing budget of large corporates, you need to break through those barriers, get noticed by customers and build trust.

According to video marketing expert Victoria Grech, an affordable and highly effective way to do that is through video marketing. You can film and edit what you need on a smartphone, and as an entrepreneur you have an edge that many large organisations don’t have: Yourself.

“Video is such a great way for CEOs and business owners to be the face of the business, which is what customers are looking for. They want authenticity. They want to make a meaningful connection with you and your brand. They want to know your story. Are you communicating or connecting? As the head of an entrepreneurial business, this is an excellent opportunity.”

Related: Your 4-Part Formula For Creating Killer Content Marketing Videos

These Are 3 Videos You Need To Create

According to Victoria, it takes three videos to lead up to a sale.

  1. Your first video gives your target market value before asking for the deal. This is purely for them. It should be informative or entertaining — ideally both. There shouldn’t be anything in it for you.
  2. The second video is a content video designed to build rapport and trust. This still shouldn’t focus on the sale, but you can inject more of yourself and your story into this video.
  3. The third video is about the sale. “In the first two videos, you’re working with the pains of the client in mind. You know what product you’re ultimately looking to sell, and you will eventually offer your solution, but first you need to offer value without looking for a sale. If the sale never happens, the customer should still have derived value from your first video. The aim of those videos is to build so much trust and rapport that the customer looks forward to the third video, and wants to do business with you.”

7 Rules For Better Videos

video-marketing-advice

Here are Victoria’s seven rules for producing an attention-grabbing smartphone video that anyone can use to build their business and make sales.

1Relax and be real

“You’re judged within the first five seconds of a video,” Victoria warns. “Your body language says a lot. Are you authentic, real and relaxed? Or are you stiff and reading a script? Making mistakes is okay. Real has flaws. Rather be real than too stiff and practiced.”

Victoria offers a few points of advice on body language as well. Don’t point; no one likes being lectured to. Instead, have an open hand, palm facing upward. Now you’re inviting your viewer in; you’re saying ‘come and join me’.

2Understand your objective

The most important first step to any marketing activity is knowing what you
want to achieve.

“A video puts a face to your brand. In your first video, you need to give enough real, upfront value for the viewer to be happy to give you an opt-in email address. That means keeping the three golden rules in mind: ‘Who am I? What do I do? Why should you care?’ Remember, money is in the relationship you build with your list, not the size of your list, so focus on that first, instead of punting products or services.”

Related: Make Money from YouTube Videos

3Create content that people care about

No one is going to share a video that is an audio-visual product brochure. “When creating content, always think about the viewer first and foremost, and consider WIIFM: What’s in it for me? If what the customer cares about isn’t at the centre of your narrative, you won’t get any traction from your video.”

4Keep it short

Videos should be one to two minutes maximum. Yes, you’ll probably want to add more content, tell more of a story, showcase your products. Resist the urge.

What’s the point of a five-minute video if no-one gets past 90 seconds anyway? However, Facebook Live videos are now rewarding you for engagement for longer videos. This means engagement is key though — a longer video that isn’t watched won’t be rewarded with access to more views.

5Avoid scripts

This relates to the first point. As the CEO and other real people in your organisation talking about the company, you have an unparalleled opportunity to share your passion and authenticity with your target market.

“If you’re reading from a practiced script it’s very hard to sound passionate and authentic,” says Victoria. “Have a cue and a few words, and then draw on the passion you feel for your business to speak directly to your audience.”

6Look as professional as possible

You want to be authentic as an individual, and real people don’t sound rehearsed and scripted, but the product quality of the video should still be high. Thanks to the quality of smartphone cameras and related editing apps, this is possible if you keep a few core tips in mind:

  • “First,” says Victoria, “keep the camera still. Use a tripod to lock off the shot so that your subject matter is moving and not the camera.
  • Next, turn the phone onto airplane mode. There’s nothing worse than losing a great take because a message beeped or the phone rang.
  • Third, make sure you have enough available storage space on the phone.
  • Next, pay attention to your lighting. If you’re filming someone else, the light should be behind you. If you’re on the camera, the light should be facing you.
  • Finally, make sure your audio is good. I believe good audio accounts for 80% of the success of a video. If there are visual problems, a viewer will still listen to the audio, but not vice-versa. Avoid echoes, invest in a mic (Sennhizer makes an iPhone mic — Sennheiser clipmic digital — that works well with FILMIC Pro, a video app), and film in rooms that soak up sound where possible (carpets, curtains and so on, don’t echo).”

Related: 5 Ways To Market Your Business On A Limited Budget

7Shoot to edit

Have the edit in mind before you start shooting, so that you know the shots you need. “Think carefully about which shots will tell your story and which won’t,” Victoria advises.

“Then cut between talking heads and product scenes. Film product and action shots and use your brand person — either yourself or a manager or client — for voiceovers. Never just have a talking head. But, don’t leave a face out entirely either. The best video conversations are with a real person. You need balance.”

Do this

Start creating video content for your customers. All you need is a storyboard, a smartphone and an editing app. Anyone can do it with a bit of practice.

Nadine Todd is the Managing Editor of Entrepreneur Magazine, the How-To guide for growing businesses. Find her on Google+.

Advertisement
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Marketing Tactics

The Facebook Ads Strategy That Can’t Lose

It’s a numbers game.

Entrepreneur

Published

on

facebook-ads-strategy

Running a profitable Facebook Ads campaign is simple. Not always easy, but simple.

There is a formula that can guarantee a profitable Facebook Ad campaign. Once you know the formula and the values to plug in, you’ll never sink money into a losing digital ad campaign again. I know it sounds too good to be true, but stick with me…

The Guaranteed Growth Formula

Here’s the entire formula: CPA < AP

Were you expecting coefficients, remainders and dividing by polynomials? Nope, there are only two values that matter when assessing your digital marketing funnel.

1. CPA – Cost Per Acquisition

2. AP – Average Profit Per Client

If your Cost Per Acquisition, the amount you pay to generate a paying customer using Facebook Ads, is less than the Average Profit you make from each new customer you’re guaranteed a profitable campaign.

Calculating Average Profit

To get average profit per client, sum your total revenue from new clients and subtract what you spent to serve them. Divide the result by the total new clients. For example, if you made $75,000 from 10 new clients over the past year and it cost you $40,000 to serve them, your average profit is:

 ($75,000 – $40,000) / 10 = $3500 Average Profit Per Client

If your average acquisition cost for similar future clients is less than $3500, your campaign will technically be profitable.

Of course most businesses won’t want to spend all of their profit on acquisition. An average business can expect to invest at least 7 percent but no more than 15 percent of revenue in sales and marketing. If Cost of Goods accounts for 60 percent or more of total revenue, your low profit margin may make it difficult to afford successful advertising. Decrease operating costs by increasing efficiency or adjust your margin by raising prices.

Don’t make the mistake of calculating Average Profit based on revenue only from the first sale. Use at least six months of revenue or your lifetime client value as the basis for your calculation, or you risk underfunding your marketing and sales budget.

Related: Here Is Why Your Facebook Ad Campaigns Aren’t Producing Results

Calculating Cost Per Acquisition

Let’s assume you’ve considered all of your marketing and sales costs and determined you can spend $350 per new client on Facebook Ads. Let’s reverse engineer your ad campaign to see if a $350 cost of acquisition is reasonable.

The simplest Facebook ads funnel includes four metrics that build upon each other to determine your acquisition cost. I’ve included standard benchmarks for use as a starting point, but your results may differ:

1. Click-Through Rate (CTR) – Percentage of people clicking on your ad. Your CTR should be near or above 1 percent.

2. Cost Per Click (CPC) – The cost of one website visit. CPC should generally be below $3.

3. Lead Conversion Rate – The percentage of site traffic that becomes qualified leads. This value should be 20 percent or above.

4. Sales Conversion Rate – The percentage of leads that convert to a sale. Aim for sales conversion at or above 5 percent. (E-commerce companies often skip the Lead Conversion stage and have a Sales Conversion Rate of 1 percent or greater.)

If 10,000 people view your ad at a 1 percent CTR, you’ll get about 100 website visits. At a $3 CPC, you’ve spent $300. Since 20 percent of your traffic will become leads and 5 percent of those leads become closed sales, we can calculate that you’ll generate approximately 60 leads and three new customers.

Your estimated acquisition cost using Facebook Ads is $100 per client, which is well within your budget of $350. This cost may rise as you scale and target less optimal prospects, but as long as your acquisition cost is less than $350 you’ll make an acceptable profit.

Complex funnels can include several ads and conversion points, but the Guaranteed Growth Formula of CPA < AP still applies. There’s no immediate reason for concern if your metrics differ from the benchmarks. You can and should split test ideas for improvement if your numbers are far from what you expect, but don’t mess up a good thing until you’ve got a better one.

Optimising Your Guaranteed Growth Funnel

If unhealthy metrics cause your acquisition to cost more than what you’ve budgeted, start with these adjustments:

Click-Through Rate Too Low or Cost Per Click Too High

If your CTR falls far under 1 percent Facebook may stop showing your ads or show them to second-rate audiences causing your traffic to tank and CPC to increase. To improve your click metrics, adjust your ad copy (headline and body text), ad creative (image or video) and highlight the benefits in your offer.

Refine your audience. Tailor your copy, images and call-to-action to the audience you’ve selected and ensure that your audience has the desire and means to act.

Lead Conversion Too Low

If leads aren’t converting at 20 percent or more, either the promise made by your ad isn’t congruent with your landing page, or the process of moving forward is too difficult. Try using the same image and headline in your ad and reduce the form fields in sign-up forms to the bare minimum. Also try retargeting visitors who don’t sign up with ads stating the benefits of acting now, or with a different offer.

Related: Staying Relevant In The Facebook Age Of Meaningful Social Interactions

Sales Conversion Too Low

If you’re an Ecommerce brand with sales conversion below 1 percent your shopping cart or sales process may have too much friction. Simplify the sales process to decrease clutter, or increase trust by adding testimonials and trust signals near important calls to action.

Your sales process may need improvement, but that is beyond this article. In the meantime, you can still increase revenue by cross-selling and upselling those who convert. You may also improve client retention with recurring contracts. Yes, that’s why many software companies are switching to cloud-based subscription models.

When used properly, The Guaranteed Growth Formula of CPA < AP makes Facebook Ad marketing an investment, not an expense. Using the formula, the most you should ever risk is a small initial budget to test whether your estimated calculations hold true in practice.

If your net profit is 3X your acquisition cost, your funnel returns $3 for every $1 you invest. Instead of asking “How much should I spend on marketing?” The question becomes, “How much do I want to make?” I’ve built a Facebook Ad Growth Calculator that incorporates the Guaranteed Growth Formula to help execute your growth strategy. Input your revenue goal and it will estimate the Facebook Ad impressions and traffic required to reach it.

This article was originally posted here on Entrepreneur.com.

Continue Reading

Marketing Tactics

How Is Influencer Marketing Going To Change In The Future?

How is influencer marketing going to be in the upcoming time? Read on.

Maulik Patel

Published

on

influencer-marketing

Influencer marketing is definitely not a new story. It’s been more than a decade now that it is immensely dominating the world of digital marketing. While being extremely cost-effective, influencer marketing strategies have very soon ended up with a great exposure. The businesses are building an immense level of reputation and earning various links with the help of this innovative marketing concept. In fact, the influencer marketing agencies are coming up with new approaches of implementation with each passing day.

Moreover, like any other type of marketing, the trends of influencer marketing are ever changing. Like how the story was five years back is not the same now and it is going to further evolve in the future.

The anticipated influencer marketing challenges

With the continuous growth of social media, influencer marketing is definitely going to face a myriad of obstacles. A few of the most expected ones are as follows:

Expenses

The demand for influencer marketing is continuously on the rise and eventually, the cost is going up. If you want to enter into the market of influencer marketing and establish yourself as an influencer then you need to give a lot of efforts while building a personal brand and earning the reputation for yourself.

You want to become one among such influencers who’ve already amassed a great following means that you’ll need to make it worth it- sometimes paid promotion could be the right tactic. In the future, this scenario is going to be even more prominent as people will have to spend huge bucks to be a worthy influencer.

Customers faith

In recent times, consumers have gradually started distrusting the huge brands when they realised that the corporations are working for only profit without having the user’s interests in the mind. So, for them, influencers are now no more than some mere conduits for big commercial names. So, it is going to be really tough for the influencers to get the trust of consumers back.

High level of competition

Social media is no doubt such a place now which is teeming with massive competition and threats. Many influencers who are already thriving and the people who have an urge to become influencers turn it into a complicated scenario for you to enter in this space as an influencer in your own right.

Related: 6 Reasons Why Influencer Marketing Really Works

How can influencer marketing unfold in the future?

Of course, there are multiple ways in which the entire story of influencer marketing can change in the coming years. Let’s check out some of the most expected developments:

Exchanges will be ahead of favours

The chapter of influencer marketing is probably going to be a pretty much an impartial marketplace in the coming time. The brands are more likely to enter into a mutual collaboration with the influencer marketing agencies in terms of interchanging shares, posts, audience visibility while being more organic rather than asking for the favour of mentioning the brand’s name to the influencers

Networking will be preferred over individuals

Gone are the days when influencer marketing used to be the story of respective individuals. Now, markets are assumed to start focussing on the entire networks or industries. The future influencer marketers can get rid of the problem of being based on individual interactions by getting the insights of blog comments, forums etc.

Change in the concept of disclosure

Why has not native advertising sustained over the long term?

It’s because the publishers always negate to disclose which posts are the paid promotions. In such a scenario, influencer marketing strategies can move a bit ahead of this transparent problem in the future. All that they are expected to do is formally announce the sort of partnership or arrangement that is existing behind each and every content. The experts believe that this process might end up being quite a tedious one. Howbeit, the consumer trust will not be hampered at all.

Limited and sensible partnerships

Influencers might lean more towards self-preservation in the coming days. Rather than establishing a relationship with hundreds of marketers or products, influencers are expected to focus more on developing authentic professional relationships which really make some sense. For examples, the influencers are intended to concentrate more on such relationships which can be profitable for themselves as individuals and also seem to be appealing to their followers. Say, a move towards quality over quantity!

Winding Up

No doubt, the evolution of influencer marketing is not only dependent on the aforementioned factors. There’s much more that can happen. The time can only reveal that. Influencer marketing is certainly going to change on its own in either of the two ways, a more sophisticated one or become a mere peripheral strategy which won’t be completely accessible.

Let’s just wait and watch how it comes up to us in the future!

Aren’t you taking an advantage of the current extraordinary status of influencer marketing in the meantime?

Related: 4 Young Marketing Influencers You Can Learn From

Continue Reading

Marketing Tactics

Top Marketing Trends For 2019

When you reflect on marketing trends that have taken centre stage in 2018, what stands out?

Emma Donovan

Published

on

2019-marketing-trends

Maybe it’s the proliferation of Instagram stories or  influencer marketing? Or the fact that video content has become even shorter and simpler with the rise of GIFs.

The real question is how have you incorporated these trends in to your marketing strategy, and what should you focus on in 2019? Here are six up and coming trends that you don’t want to miss:

1. Say hello to the social CEO

Customers want ‘real’ brand stories and to know what drives them. Leaders who are successful on social media show their companies’ human side and give their brands’ credibility and personality. This builds loyalty and, in some cases, an emotional connection that goes beyond the product or service.

Customers who feel this connection may even go on to become brand ambassadors.

Tip: Share stories that demonstrate your leadership style as well as company culture.

2. Initiate conversations

While 2018 brought the chatbots, the trend for 2019 is really using these bots to gather information about consumers by engaging with them on a personal level and steering them towards a sale. Bots are being trained to be authentic and sound more like people than the robots they are.

For example Facebook Messenger becomes more and more useful for brands as the platform allows customisation of automated messages and the ability to initiate a conversation at the right time.

Tip: You can also integrate this with Facebook shopping and increase conversion rates by enabling the bot to sell products to a consumer through the Facebook platform.

Related: Pay Per Click Advertising. When, How And For What?

3. Keep it local

Influencer marketing can be short lived or a little superficial. So try to identify and partner with local influencers that are happy to work on long-term campaigns. Also use multiple touch points including podcasts, YouTube and Snapchat as well as Instagram and Facebook.

Tip: Before you reach out to an influencer, follow them and learn a bit about the way they represent brands and engage with their fans to see if they’ll be a good fit. 

4. Try Instagram ads

As Facebook ads continue to dominate our feeds, advertisers are looking for a new place to stand out and get noticed. Instagram ads are on the rise, according to the Merkle report that showed that while Facebook ad spend grew 40% year-on-year in the second quarter of 2018, Instagram ad spend jumped 177% in the same time period.

Tip: Do some A/B split testing with different styles of images and calls-to-action.

5. Personalise email communication

Make sure to use automation and personalisation to really make your customers feel that you are listening.

Using hyper-segmentation, you can target very specific parts of your market. This will ensure that they receive personalised emails based on what they have expressed interest in or actions they have taken with regards to your brand.

Tip: Use automated campaigns after a first purchase; to request a review on social platforms; or just thank customers for shopping and remind them to share their purchase online.

Related: Free Sample Marketing Plan Template

6. Post in real time

In an effort to bring offline marketing into the online world, Instagram TV or IGTV allows brands to create a place for consumers to watch live events or brand content in their own time.

In addition, IGTV replaces the need for YouTube in some cases as brands are able to upload 10 or more minutes of footage directly to Instagram for consumers to watch as ‘episodes’.

This will become more prevalent in the years to come as businesses include this in their strategy. IGTV videos are less formal and will typically cost less than a traditional TV advert to create.

Whatever trends come our way, the key is to remain agile and adapt to how customers engage with your brand. And more than ever before, it’s important for all marketing touch points to align and communicate the same message.

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending