HubSpot’s State of Inbound 2017 report (download it below!) cites video as one of the top disruptors to the marketing landscape. Many in the business see video as a great channel to connect with prospects. Some see video as a tool that will make their jobs obsolete and worry about the impact video will have on their careers. I say, instead of fretting, choose to get trained; learn all that you plausibly can about new tactics like video.
Why video marketing?
If you’re not taking part in the video marketing game yet, why not?
People would rather learn online through video than in person so that is where you need to be – with product demos, tutorials, and how-tos. Video is also a great way to humanize your brand and create a raw connection with your audience. People want to know your company on a personal level so don’t hesitate in making the shift towards video content that fosters authenticity.
HubSpot’s survey found that of over 6300 professionals, 46% of marketers plan to add Facebook video to their content distribution strategy in the next 12 months (up 7% from last year). Additionally, 48% of marketers plan to add YouTube to their content distribution strategy in the next year.
Perhaps you think you lack the resources or knowledge to create videos that will captivate and engage audiences. There is good news on that front: as video content continues to grow in popularity, so do the tools and resources available to learn all about video marketing.
Firstly, read up on video marketing. There are numerous blogs that will teach you about the subject, you just need to take the time to read them! For online resources, try any, or all, of the following.
Over here at Dowitcher, we are huge fans of Lynda.com/LinkedIn Learning. It’s a great online training and tutorial platform for learning and developing a myriad of business skills. From shooting on set to motion graphics, you can learn all aspects of video production on Lynda. There are videos for those just getting started with video marketing as well as courses for the more intermediate or advanced learner.
Want to learn all about YouTube? Try one of the many online courses here. Maybe you’re more interested in what marketing metrics are meaningful when evaluating your video performance. You can find information on that here.
For $30 a month you gain unlimited access to all of their features. You can even try it for free for ten days. Or, if you’re looking to train your whole team, check out their team solutions.
Social Media Examiner
Social Media Examiner has great resources on almost every topic. The “Essential Guide to Video Marketing” is for those who are looking to combine video marketing with their social media marketing efforts. The articles listed cover how to:
- live stream (specifically Facebook Live)
- record and publish (create videos on Facebook, Instagram, YouTube, and Vine)
- market (analyze, advertise, and promote)
ReelSEO described itself as “The Video Marketer’s Guide” and it delivered. Back in 2015, Tubular Labs acquired ReelSEO and relaunched it as tubularinsights.com. Tubular Labs itself is a cross-platform video analytics and intelligence software that offers a variety of solutions and products. Tubular Insights is their free video marketing insights site.
You’ll still find case studies and education content (video marketing tips and tricks, research, digital resources, etc.). Regularly updated with news, advice, and strategies Tubular is definitely one of the leaders in the video marketing landscape. Check them out to learn more specific strategies for YouTube, Vimeo, Facebook, Twitter, and Instagram.
The focus is on sharing expert knowledge with customers so their video marketing is successful.
Econsultancy has very digital-marketing-focused resources, including online classroom modules on online video! You’ll learn everything from video strategy to video production. Understanding the role video plays in your overall marketing strategy is important and Econsultancy’s comprehensive coverage will make sure you’re not left behind. You can also tailor the online learning experience to the needs of your team.
The Econsultancy Online Classroom is available as an upgrade to your existing subscription.
Vidyard offers video hosting specifically designed for marketers. It’s an online business platform that aims to streamline the marketing side of things. Vidyard offers visibility, control, and optimization – all in one place. With Vidyard, you can upload and stream videos, conduct A/B testing, implement CTAs, analyze video performance, and more. It integrates with Marketo, Salesforce, Hubspot, YouTube, and Mailchimp to name a few.
In addition to all the hosting features, Vidyard has an extensive resources section. Here, one can learn how to track and measure the performance of video content, how to use branded videos, and how to generate leads and increase sales with video.
There’s a free, two week trial so no pressure to commit immediately. From there, there are various pricing tiers, averaging around $1500 a month. This one is for the serious video marketer!
Finally, we’ll give HubSpot a shout out because they have a wonderful program for learning how to make marketing videos.
HubSpot’s focus is primarily on how to integrate video throughout your business using Wistia but also covers why video is great for online marketing and explores the power of inbound marketing and video.
If you have a strong hold on the fundamentals but are looking to learn more and become an expert in inbound video marketing, HubSpot Academy’s Inbound Learning Broadcast is for you!
Here are a few awesome, per-platform resources:
For those who have never live streamed, Facebook’s Guide on Going Live is a nice starting ground for learning tips and tricks to Facebook Live. For further best practices straight from Facebook, read over these seven.
YouTube’s official blog is a great video marketing resource. YouTube will walk you through the steps of making a video to launching your first video marketing campaign.
As it becomes more and more clear that brands need an Instagram video marketing strategy, more resources are being published. You want to make a great Instagram video and that starts with knowing how to edit. This article on Photojojo! has ten editing tips to get you started.
Marketers who are betting on video are moving towards live video and social media video content. Be sure to look through websites like HubSpot, Social Media Examiner, Tubular Insights, Hootsuite, and Sprout Social for a plethora of expert knowledge on video for each platform you’ll be using.