It makes me jump for joy when a business’s video channel (YouTube, Vimeo, Wistia etc) is given the love and care it deserves. So, it makes me want to cry, as a content strategist, when I come across a channel that is underutilized, messy, incoherent and teaches me nothing about the business I am looking at learning more about.
Your video channel is not an online space where you just dump some videos or collect content that loosely relates to you or your business. Or at least it shouldn’t be but, sadly, for a lot of businesses, it is.
For those, who are utilising this powerful online marketing tool, it widens their audience reach, creates and asserts their credibility in their market space and is a forum to educate and nurture clients.
Let’s look at what video content makes a channel successful as well as useful, shareable and subscribable.
Introduction video to who you are
Treat your channel like it’s your website. Apart from filling the obvious sections on your channel when you create it, having a short intro video on your channel create a much more personal experience when someone is looking at your collection of content. This can be a short, 30-45 second face to camera video that tells visitors to your channel about who you are and what you do.
If you have an elevator pitch, then you don’t even have to scamper around for a script. Slap on a clever intro with your logo and you are already branding your channel. Set the video to be the first one played when someone visits your channel. Welcome the new visitors and encourage them to hit that subscribe button.
Introduction video to your channel
An introductory video to your channel will tell your viewers what type of content they can expect to see on your channel. Tell them about why you created the channel, what they will see on your channel and why they should join you. Then finish with a call to action that asks them to subscribe to your video channel.
This video doesn’t have to be long either. In less than 60 seconds, you can cover all the points I mentioned above and give your prospective clients a feel for what you and your business are about. You can make your video channel a more relaxed extension of your online presence or create a highly professional portfolio to display your work. It’s up to you.
Let that feeling come through in your channel introduction video.
Sample snippet of a webinar or online workshop
I have mentioned portfolio above. Having short clips of webinars or online workshops you have done in the past is a great way to display your competence as an online trainer. It takes no time at all to create a short mix with some highlights of a webinar you put on. Tools like Zoom make it easy to record your screenshare along with your audio during an online workshop.
Then it’s up to you or your clever video editor if you choose to outsource, to cherry-pick some great moments from the material and create a short clip you can share on your platform. This is great for many reasons. You can show your knowledge in your topic.
Your audience will be able to hear your voice and connect with you on a deeper level and if you include a shot or two of your presentation, your viewers will be able to get a feel for your presentation style as well.
Snippet of a public speaking video
If you have plans to spread your message and grow your audience with public speaking gigs, having snippets of you doing talks will increase your chances of being invited or accepted to do talks at events. Organisers will get an idea of how confident you are, as well as your voice and mannerism. Those are important for a speaker.
Having videos of your previous talks will help organisers or recruiters see if you fit into the ethos of the event. You haven’t done a public speaking event before? Record yourself pretending that you are giving a lecture or an address to an audience. You can even use Facebook Live videos for this purpose. If you do that though, keep the videos short and sweet.
Putting several videos into a playlist, especially if you have several different talks you took snippets out of, will keep viewers watching and gives you the opportunity to present in different situations and forums.
How-to videos are some of the most sought-after content on search engines. That includes video platforms as well. Regardless of whether you have a product or service based business, this type of content is very popular and is sure to get you views. It will also help establish you as an expert in your niche.
Its rapport building properties are also to be noted, as well as the fact that how-to content is highly shareable. It’s a great way to present a freebie as well. Creating a playlist of resources will not only widen your audience but will gain you subscribers. With that, you will be on your way to building your own raving fan base.
How-to content is great when it’s organised into playlists by category or product as it’s easy for your audience to hop from one piece of content to another related one. If your video content is monetized, keeping your viewers watching your content is even more in your best interest.
Collection of testimonials
Do you have a bunch of reviews sitting on your Facebook page? What about your audience who don’t visit your social media pages? Do they see the testimonials your raving fans have left for you? There are many ways to collect testimonials and there are many ways to use them to boost your brand and your business.
6 Non-tech Ways To Gain Authority In Your Niche – Read Blog
It’s so easy to take snapshots of the review on Facebook and whack them into a slide presentation. This type of video content can be short and sweet with an invitation for people to read more on your website or your Facebook page. It’s a fact that people are much more likely to buy from businesses who have reviews from past customers.
Whether you’re selling products or services, reviews will be a useful tool in your marketing belt. Apart from asking people to give you reviews on your social media pages, you can ask them to send you their own raving fan videos. Put them into a compilation and post them on your video channel.
Ensure that you get their permission to use their videos.
Snippet of media appearance
Have you managed to score a media appearance? Don’t forget about those! If you haven’t yet, read my blog post, 6 Non-tech Ways To Gain Authority In Your Niche. You may not have the original video or audio but it’s worth adding the links to them on your channel. Don’t discount the effects of interviews, however short they might have been, or even if they were on local media.
They all work towards increasing your visibility and credibility. Not to mention, your association with the media that produced it is a worthwhile side effect.
Free introductory lessons to your course
Being generous with your knowledge and information goes down well with people. Especially with those who don’t know you yet. I wouldn’t bother with giving away free lessons on a low priced product but for anything that requires a heftier investment, having something they can cut their teeth on for free is a great way to market.
You can add your video content to your course’s landing page or you can make it free within the online learning platform. You can make it accessible to the general public or you can restrict it to your mailing list, it’s up to you. One thing is for sure, the old “try before you buy” formula still works.
This is one step away from the previous point made. Create some video content on a topic and release the footage in short bursts. It’s up to you whether you want the content to be public or unlisted. It’s a great way to deliver more free content to your audience and is an excellent way to use it in your sales funnel.
If you are into recycling and repurposing material, there are all sorts of evergreen content you can produce into a free course. Ensure that the topic is not dated, still relevant and of good quality. Do you have some recorded workshops or webinars floating around? Edit them down into short, less than 10-minute episodes. Arrange them into a playlist and off you go.
Offer the playlist link on your website or advertise it on your social media. Your audience will love you for it!
Explainer video of how you work
Choosing the right business or person to work with is becoming more important for people. Not just from the perspective of who can do the best job. From a moral and ethical point of view, people are seeking to work with those they align with the best. Create video content on your work ethics, tell people why you work the way you do.
Make it a point of difference between you and others in the same market space. What values are important to you? Make a video that explains that to your customer, so you can attract businesses and individuals that work with the same or similar values.
This will be an important part of your branding and content that you should be sharing to all your platforms.
Are you ready to turn your video content into a powerful resources library? Let’s chat!