Talk WITH your audience, rather than AT your audience, with engaging and useful content made for sharing. Simple. We built our own company on content marketing – especially video – so we’ll show you how.
Why? Because we believe in the power of great video content created to build real communities around a brand. And we believe in measurable customer journeys designed around ROI.
During ProfileTree’s video masterclass at Innovation Factory, we delivered a overview of video know-how for building your business…
Founded by Michelle and Ciaran Connolly in 2010, ProfileTree is an award winning digital marketing agency specialising in digital growth and content marketing. With a talented team of marketers, writers, developers and videographers, we provide our clients with full service digital solutions that are engineered for organic growth.
Our services include:
- Video Production & Marketing
- Content Marketing
- Search Engine Optimisation
- Web Design & Development
- Artificial Intelligence
- Digital Strategy
- Digital Training
- Personal Branding
We’ve been promoting brands online since 2010 and has been successful in growing new brands from launch to 10 million annual website visitors. We work with clients globally to help grow their brands from ideas to fully fledged, growing businesses.
ProfileTree practises ‘pull marketing’, meaning we produce useful content made to help a potential customer want to engage further with a brand.
As video far out-weighs the ROI of any other work we have done, we continue to invest in equipment, our own YouTube videos, live broadcasts and more.
Over 750 videos – across tourism, education and more – have been published gaining over 115,000 ours of watch time.
A recent ‘Places to Visit in Northern Ireland’ won its category for ProfileTree’s ConnollyCove brand in the recent Irish Content Marketing awards.
Why do we produce our own videos in sectors like tourism? Because, by showing our customers the power of video already supporting their industry, we don’t just help local business but can prove how great content means genuine results.
We’ll look at video strategy, video for social media and explain why you don’t need expensive equipment to make video content marketing work for your company.
Finally, we’ll cover video promotion including steps to gain views for your content many people forget to take.
Video in the Digital Age
Our children can name famous social media stars while being a ‘YouTuber’ has become a real career.
One content creator from Derry – Adam Beales – is 18 years old and went from friends and family views (2,000 views) two years ago to 1.5m with advert revenue. He also has his own clothing range, brand partnerships
The web’s main video content channel has 1.8billion users per month, and is Google’s main platform. That’s why social media sites are transitioning towards video.
YouTube has redefined ‘prime time’ – a long way from the evening period on TV – in that any time you have viewers will be the prime time for your brand.
Instead of TV, users may ‘binge watch’ video. An entirely new way of consuming content.
Video – Social and Search
Videos on LinkedIn gain 20 x more shares while 82% of Twitter users watch video.
Instagram TV – an important asset for declining Facebook, in an era where some young people may not even have a Facebook account – will now move to 60 min durations, creating a potential major platform for content.
Google Maps, an easily over-looked digital essential, will now support video allowing customers to upload video from your business. A vital area for awareness.
A decision by Google to show video in results means a keyword you are targetting, but without supplying video, is a lost opportunity. Sectors like tourism, retail and more aren’t taking advantage of this fully yet – but they will do very soon.
For example: a Google search for ‘blue jumper’ shows image previews for products. But clicking the video tab shows very recent product videos from brands who have acted fast to produce videos for the ‘blue jumper’ keyword.
‘Missguided’ – an online shop – have doubled their online traffic in 12 months since doing this.
A game-changer could also be the pending arrival of 5G, bringing incredible video speeds to mobile devices. This could completely change how and where potential customers engage with your brand online.
Are your competitors using video? If not…there’s a chance to move ahead and, if so, a change to do better.
Video in the Future (or Right Now?!)
The push for voice devices in our living room – such as Amazon Prime using Alexa search – is being followed by the big tech corporations seeking to bring them into our kitchens and more.
When this technology combines with video, such as with Google Home Hub with Google Assistant, it brings online content – and, most of all, time spent on Google’s platforms – to your audience at new times in new ways.
Facebook, of course, want in on this too! Facebook’s own Portal device includes a camera, which follows the user, for product demonstrations, customer service and more.
Plus, this technology – and competition between the tech giants – will grow, and fast.
What exposure opportunities does this bring for your brand?
Unmissable reading from ProfileTree… What Can Irish Whiskey Teach About Brand?! | VERY Blunt Copywriting Tips | How Not To Choose A Digital Agency | SEO Explained…in Minutes | Why Rebrand? | Video Content Marketing Mistakes | Personal Branding for Cynics
Video should be included in your marketing and content strategies, but first understand your reasons: to brand awareness or to build relationships with existing customers.
Decide what you want the viewers to do. How does this link with your business objectives?
When will you post? What times of year? And what content will you use to stay relevant to – say – summer and Christmas.
Where will you post? Facebook? LinkedIn? Limited resources and time today make it important to do some channels well rather than lots of channels badly.
Web Traffic and Conversions
The headlines are full of bad news for the high street BUT look at online-only ASOS: 18 years old, £1.9b revenue, ships to 200 countries and 3,500 staff.
What does ASOS stand for? ‘As Seen On Screen’.
This alone speaks volumes!
Meanwhile, 58% of ASOS sales come through mobile devices. That’s because smart, made-for-mobile, presentation such as product videos are combined with a huge content marketing team.
For example: a 2017 Instagram Stories campaign to encourage customers to upload videos led to three million interactions with one video alone.
The secret behind this success? Going where their customers are found and getting their content out there.
Why Do You Need a Video Strategy?
So few people are doing video well, leaving an open door for your business to pioneer great video in your market.
A ‘State of Video Marketing 2017’ study revealed that 90% of participants were more likely to buy after buying a video.
The report also uncovered that 70% – 80% of businesses were experiencing positive ROI from video.
We’d suggest that that 20% – 30% are doing video wrongly.
What Could You Do With Video?
Think big and have fun: behind-the-scenes vlogs, videos showing company culture, staff interviews, webinars, event coverage (see our video below!), presentations, helpful tutorials, product reviews, animations and live broadcasts are all possibilities.
These videos are, for your business: low cost, mean useful content people will want to engage in, will help brand awareness and – if done well – bring you traffic as well as online authority.
Our tips: collect content from everything you do AND it can be repurposed and edited as often as you like.
Also, short videos are for social. Long videos rank better on YouTube but must be good quality.
Your First Steps?
Have a clear idea of your brand, understand your audience, know your market and your competitors and make your content stand out.
Most of all: create your marketing funnel to understand your customer’s journey being discovery to purchase.
Our tip: Make sure you have video on your homepage and drive traffic to this page. Again, don’t be afraid of long, comprehensive videos. Is there an opportunity to invest in one, detailed and useful video? Use this on your homepage – Vimeo is ideal for embedding, including password protected videos – and make sure you maintain a great YouTube channel too.
The browser plug-in Keywords Everywhere gives a quick and easy view of the traffic available for keywords, perfect for discovering topics.
Unmissable reading from ProfileTree… Top Social Media Sites | Understanding Google| Emoji Domains- Are they relevant? | WordPress SEO with Yoast: Ultimate Guide | Google Maps Features: Tips and Tricks | Types of Augmented Reality
Making Your Video Content
A common mistake businesses make? Making video content and then stopping.
As mistakes go this is second only, of course, to not starting at all!
Instead, set a regular plan – such as one-per-week – and publish/ schedule on a set day to build your audience.
But you don’t need high-end tech. Mobile phone video quality is now superb, and the main vital factor remaining is your own confidence. Look at how children make videos to see the kind of natural comfort with video to aim for.
To create video content on mobile, think:
Settings: A lot of people will watch at 1080p, also aim for 30 frames-per-second (except for sport or a lot of movement). However, filming in 4k means future-proofing your video to allow for future use when more and more displays are capable or showing the detail of 4k. A benefit of 4k also exists in the ability to zoom in more cleaning, however getting up close is always better due to phones using ‘digital zoom.
However, 4k will use more phone storage and mean using external drives and tools like DropBox.
Lighting: For ourside filming, ProfileTree will sometimes use a small LED light. But finding well-lit areas with even lighting (not shadows) will be ideal.
Shots becoming too bright or too dark can be avoided by being aware of your position and moving around to suit.
For studio/ indoor video, relatively cheap LED lights (perhaps £50 – £100 each) allow variable light levels.
Audio: Remember that audio can matter as much as video. That’s why video should be shot in a quiet place.
Ideally, use an external recording mic for your phone and consider using on-screen subtitles.
Tools: A slightly more professional set-up to help your mobile footage – with mic, lights and tripod – can be pulled together for a small amount.
After all “the best camera you can have is the camera you have with you!”
For most people, this means a mobile phone.
Mobile phone footage often isn’t absolutely still. This can often be minimised by using both hands, with your elbows in light, legs planted apart or resting yourself/ the device on a table or other surface.
For an extra cost, tools like stands, tripods, a stablizer (such as a £150 DJI device) or camera cage can be used.
Platforms: Remember to consider which format as portrait, landscape, square will each be best for a specific social platform. Square is a great all-rounder as it will fit into most.
Social channels will crop videos recorded in the wrong format for their platform.
For desktop or YouTube, use horizontal.
Editing: Basic editing, such as trimming the length or adding basic filters and titles, can be carried out on a smartphone’s own editing tool. GoPro’s Quik Video Editor allows a basic edit ‘on the fly’.
More advanced features will need desktop editing software.
Planning/ video tips: Decide on the message you want to deliver, aim to catch attention with that clear message straight away and consider video length depending on the platform and goal. For SEO? More length. For social? Shorter videos.
The videos with the reduced duration can even be used to direct viewers to the long-form video elsewhere.
More Factors to Consider
Mix it up by varying shots
Understand the ‘rule of thirds‘ for tidy composition (connect your shot into a grid of ‘thirds’ and align to these lines except for ‘straight to camera’ interviews without an interesting backround)
Write down the three main points of the video on a Post-It note as a prompt, as sticking this close to the lens means a handy reminder without losing eye contact.
Test first by recording a five second video to review the light and audio.
Content ideas: As well as our earlier suggestions, things like customer questions, industry news, inspiration from your business and tips can be used to create videos of real value to your audience.
It’s easy to be intimidated by live video BUT you can share experiences (these are often concerts or events at the moment) and – taking Facebook as an example – people will spend three times more with the content.
A true human connection is being created, showing the face of your company complete with any mistakes made along the way. People will be forgiving and understand that live broadcasts won’t be perfect.
For Facebook Live try an ‘only you’ private video first to test, write a great description beforehand, set up your camera view, add lenses/ filters/ writing etc, try a poll, schedule a live broadcast with notification for your audience.
Facebook Premiere allows live moments to be scheduled and broadcast as a live video, making it easier to engage with your audience in comments live (which can be challenging). Your audience can even like, share and comment from the advance notification before the video goes on-air.
To go live on Instagram allows you to save your video to your story, add hashtags and – most of all – invite your friends. Because of this, and unlike a scheduled broadcast on YouTube, it is best to have a long intro to the subject and give time for the audience to be notified and gather.
YouTube Live is available on YouTube.com, YouTube Gaming and the YouTube mobile app. You’ll need to built an audience of subscribers before YouTube allows you to broadcast live. Then, you can advance promote your live content as an event.
On Twitter, Periscope allows live content to be delivered very locally and connects well to GoPro cameras as well as drones. As always, a great title is key.
Our tips: A Mevo device is a small camera designed for live streaming across channels, although Facebook requires that you broadcast to its platform alone due to Facebook privacy settings. A great tool for regular live broadcasts.
Respond to questions (even live during the video), use a tripod if necessary, don’t make very long live broadcasts unless you are sure it is engaging or an event broadcast people would want to dip in and out of.
Promoting Your Content
ROI on paid video adverts to promote your video can be very high, but – at no cost – writing a blog and then embedding your video helps YouTube ranking later.
Social shares are, of course, extremely valuable as Google aims to serve helpful content for their customers (remember – searchers are their customers, not you!). Therefore, shares from influencers, partners and more can count towards getting your video seen.
If you use emailing marketing, remember to consider reaching your audience this way.
Our tips: A common error is not using a great title – including the keyword you are aiming for – so Google can see what the video is about.
Use a 300 – 500 word description; it is amazing to see how many businesses forget to do this! Simply use part of the blog you wrote about the video. Use tags to identify and explain the videos (Keywords Everywhere and Google’s ‘autofill’ results below the search bar can be great for finding the right tags).
Rememember to reshare, reshare, reshare! Tools like Buffer and IFTT can help.
Final Thoughts: Using Video For Your Business
Regular broadcasting/ publishing, promoting your new content as an event and a consistent schedule means you are educating your audience with that they can expect and why they should take part.
When to put your video content online? Learn from your own audience through analytics such as YouTube and Facebook info for your channel.
PS – Need help? Just ask! We’ll show you how to turn video into results.
Essential FREE guides from ProfileTree:
Fast, effective, engaging
Our attendee interview video was shot and edited on a mobile phone by the end of the three hour event at Belfast's Innovation Factory
A B&W filter has been added to show attendees how editing and effects can be added 'on the fly'!
Quality videos...with just your phone?
At the Belfast event, attendees were shown how to use a mobile phone to shoot and edit video for their business.
Here's the example we used to show how an iPhone and iMovie editing can be used.
We love great video!
A sample of ProfileTree's work for clients,
We produce videos made to build brands, communities and conversions.
Supporting local businesses
ProfileTree's own brands - in education, tourism and more - are designed to support local business AND provide proven data showing how video works in their sector.