Video has a tough reputation around the content marketing block. Video is scary. Video is hard. Video isn’t for B2B. Wrong, wrong, wrong. Video’s bark is a lot louder than its bite.
Here’s why video isn’t as scary as people think.
1. It doesn’t have to be perfect. Of course, we want everything our hands touch to be perfect in every way, error-free and worthy of industry awards. The fact is that with limited time and resources, we don’t need to produce Emmy-caliber videos to post on our YouTube channels. It is unrealistic to think that all your videos will be exceptional. As long as your videos are providing value to your customers and your prospects, they are doing their job, and we must remember that! At the end of the day, it isn’t about industry recognition or awards; it’s about marketing as effectively as you can to your audience.
2. If it only gets 300 views, it’s not a failure. We don’t all work for huge brands with immense followings. Some marketers are working for small businesses that have a more limited reach based on location or demographic. That’s OK! The sentiment that is swirling around the marketing community of “we need this to go viral” is a toxic thought. It is crippling marketers in fear of failure, when really, the bar is set far too high. If your video only gets 300 views because the content is junk and you marketed it poorly, then yes, it’s definitely a failure. But if it got 300 quality views that lead prospects down your funnel? Then those 300 views are worth their weight in gold. I wouldn’t ever consider that to be falling short.
3. You don’t have to do it all yourself. Since when are marketers Lone Rangers? Marketing is a team sport, and even if you don’t have an internal team to rely on, you can build your team up with valuable external resources. If your video initiative calls for advanced editing beyond what you are capable of—it’s time to look externally for a great video editing freelancer. Now, before you shut me down due to budget constraints, hear me out! You can find video editors at a variety of price points, and you may be surprised to know that interns may also come with some video-editing knowledge. Programs as easy to use as iMovie (a program that is also free on all Macs) can produce professional-quality videos with very little effort, but if you can’t figure it out, look outside your organization for the missing link.
Video is one of those marketing initiatives that requires you to jump in and learn as you go, but with a little bit of determination, you’ll be surprised how quickly you learn. If you’re ready to get serious about video (and really … you should be!) join us for MarketingProfs University: Video Marketing Made Simple, a course that will teach you the basics concepts of planning and recording through the more advanced topics of editing and promoting. I am personally very excited for this course because I know I have even more to learn!
So, stop making excuses and give video a try, you will never learn anything if you don’t!
Tags: Innovation, Marketing, video
Video is really becoming the best channel to reach the millennial market, and it definitely scares me! Fortunately we do have a videographer on hand. Perhaps I’ll try to learn some techniques myself as well. Thank you for your tips and encouragement.
Thanks for reading, Jen
Corey,
If we continue to encourage everyone to just jump in and do it, will we be overrun with reeeealy bad videos? I have seen so many professionals jumping in “because they should” with good words to say, but very bad pictures. Isn’t some caution or a few guidelines called for before we encourage this?
My pet peeve is looking up the nose of the videoist who is recording via his laptop on the desk or table, usually in his kitchen. Is that professional? It doesn’t have to be perfect, but a professional setting would be a good start.
Let’s send them all to Steve Stockman!! ( @stevestockman )
Sally, you raise a very valid point! Of couse, hastily done video isn’t good for anyone and a level of professionalism is a must! Thanks for reading
Corey,
The deluge of bad video is already upon us. There are endless B2B videos languishing un-watched on Youtube. For this we can blame 2 factors:
1. People thinking it isn’t hard, so they make a very poor effort. It isn’t really much harder than writing a few good blog posts. But it is harder than shooting a home movie. And if you really want to build an audience with a video content stream over time, then professional camera and editing (and even acting) goes a long way.
2. Poor promotion. Most B2B marketers upload to Youtube and their web-site and wait for the viral inflection point that never comes. B2B videos really must appear on relevant industry web sites to get any traction, and that takes an effort. Otherwise, even great videos will only get 300 views.
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Nice post Corey! I took the first step last week buying myself a new camera, now for step 2, filming! I must admit I’ve been putting it off a bit, but I need to consult your first point a bit more and remember it doesn’t need to be perfect. No doubt my first few efforts will fall in to the not so great category as mentioned above, but you’ve got to start somewhere right?
Congrats on the purchase, Daniel! And yes, I agree. If you go in knowing that you will make some mistakes and get better with time, it’s much easier to tackle. Best of luck!
I encourage people to jump in and create video. Look at what others have done, and find a style that you will be comfortable with.
One way to end up with good video, is to start with the camera you have on you, and learn by doing.
I’ve written a book, Get Seen, the gives tips on how to do it well, and I’ll be presenting in the Marketing Profs University.
Too many professionals are suggesting that people need to hire professionals.
You can get a great HD quality web video with a pocket HD video camera or iPhone.
Post some videos and send me a link. I’d be happy to take a look.
–Steve
This is wonderful post. It contains useful information. Too many professionals are suggesting that people need to hire professionals.
[...] have hangups about the value or just aren’t sure it’s worth the time and effort, read a few wise words from MarketingProfs before you discard the option. Maybe one day I’ll actually link my YouTube account to my [...]
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