The Agents of Change Digital Marketing Conference is an annual event put on by brilliant entrepreneur, marketer, zombie killer, and my old boss, Rich Brooks in Portland, Maine. You can follow the conversation by searching #aoc2013 on Twitter or Facebook.
It’s been quite some time since the Agents of Change Digital Marketing Conference, but I’m still reeling from all the great information from it. Among some of the best advice was from James Wedmore, an expert on video marketing, branding, and coaching. James talked about a ton of great information – all of which I couldn’t type fast enough – but I’m going to focus on some of the main points that really stuck with me.
Some technical background
Before you even get started, there are two major keys to getting the most bang from your video and they’ll both help you in the search engines.
Don’t even pick up the camera until you start with keyword research. You can do some higher level research by using slick SEO keyword tools, but you can also take 30 seconds and do some searches on Google or YouTube.
For example, if you’re going to create a video about how to tie a scarf, do the search first. It may cause you to change your original title (and therefore keywords) from a simple “How to Tie a Scarf” to “10 Unique Ways to Wear Your Scarf” or “Wear a Cool Scarf in 30 seconds or Less!”
Get indexed better
While we’re talking about SEO, James mentions that it’s also important to include a video transcript in the description of your video. Sure, Google will use clues from your title, description, tags, etc., but why not really help them by including the transcript as well?!
Let’s get creative
Now that the technical side is out of the way, it’s time to talk creative.
“Hook ’em fast”
You only have a matter of seconds to hook your viewers before they lose interest. Just think of any YouTube video you’ve watched…how long did it take you to decide whether you were going to watch the entire thing or move on?
James is especially great at this hook. More often than not, he’ll use the first 10 seconds to tell viewers exactly what they’ll see in his videos.
Keep ’em on their toes
Especially for a “drier” subject, it’s important to keep your viewers interested. Stay true to your personality, but don’t be afraid to add a little shock factor or add a little fun to your video!
James always starts his videos with the same intro, which brands James and his company. He also uses branded screenshots as the static video thumbnail to even further brand his videos.
Call to action
Don’t forget to let people know what they should do next! Tell your viewers what to do: do you want them to download an eBook? Watch another video? Subscribe to your channel?
Then tell them how to do it. Do they click a link? A button? Do they call a number?
It’s also good practice to use your video and literally call to the action by pointing to the link. Whether it’s a graphic element or having the person actually point to the action item on the screen, be sure to use the tools at your disposal: the visual element!