CHAPTER 1: INTRODUCTION 9
1.1 WHAT IS “VIDEO MARKETING LIKE A PRO”? 9
1.2 WHY INVEST IN VIDEO MARKETING SKILLS NOW? 11
1.3 WHAT IS VIDEO MARKETING? 13
1.3.1 FIVE QUICK TIPS FOR MARKETING VIDEOS 14
1.3.2 HISTORY OF VIDEO MARKETING 15
1.4 TRENDS IN VIDEO MARKETING 18
1.4.1 THE GLOBAL APPETITE FOR VIDEO KEEPS GROWING 18
YOUTUBE AND YOUTUBE T.V. 19
FACEBOOK VIDEO AND INSTAGRAM VIDEO 20
TIKTOK 21
NETFLIX 21
1.4.2 USER-GENERATED CONTENT (UGC) IS STILL VERY POPULAR 23
1.4.3 MOBILE FIRST IS NOW THE NORM 25
1.4.4 VIDEO MARKETING IS THE NEW CONTENT MARKETING 27
1.4.5 THE DIGITAL VIDEO GOLD RUSH 34
1.4.6 VIDEOS ARE SOCIAL CURRENCY IN ONLINE COMMUNITIES 36
CHAPTER 2: PREPARE - VIDEO STRATEGY AND PLANNING 45
2.1 ARE YOU SURE YOU WANT TO “GO VIRAL”? 47
2.1.1 WHAT MAKES A VIDEO GO VIRAL? 49
2.1.2 POPULAR VIRAL VIDEO FORMATS 52
2.1.3 RISKS INVOLVING VIRAL VIDEOS 55
2.2 IDENTIFY YOUR BIGGEST CHALLENGES 57
2.2.1 THE TARGET AUDIENCE ISN’T AWARE OF YOUR BRAND 57
2.2.2 PROSPECTS CHOOSE THE COMPETITION INSTEAD OF YOU 76
2.2.3 SALES LEADS DON’T CONVERT TO CUSTOMERS 93
2.2.4 CUSTOMERS STOP USING YOUR SERVICE 98
2.2.5 NOBODY SPONTANEOUSLY RECOMMENDS YOU 101
2.3 FIND YOUR CONTENT FOCUS 103
2.4 MATCH WITH CONTENT FORMATS 107
2.4.1 LIVE-ACTION OR ANIMATED? 107
2.4.2 LIVE OR ON-DEMAND? 110
2.4.3 HORIZONTAL OR VERTICAL VIDEO? 115
2.5 SELECT THE PROPER VIDEO CHANNELS 118
2.5.1 YOUTUBE 120
2.5.2 TIKTOK 123
2.5.3 VIMEO 127
2.5.4 WISTIA 128
2.5.5 TWITCH 129
2.5.6 INSTAGRAM VIDEO 131
2.5.7 FACEBOOK VIDEO 133
2.5.8 SNAPCHAT VIDEO 135
2.5.9 TWITTER VIDEO 136
2.5.10 LINKEDIN VIDEO 137
2.5.11 PINTEREST VIDEO PINS 138
2.6 CREATE A VIDEO MARKETING PLAN 139
2.6.1 VIDEO MARKETING STRATEGIC PLAN AND ACTION PLAN 139
2.6.2 HERO, HUB, HELP AS A FRAMEWORK FOR YOUR CONTENT PUBLISHING CALENDAR 141
2.6.3 UPLOAD SCHEDULE AND CONTENT COLLABORATION 143
2.6.4 WHERE TO FIND INSPIRATION FOR YOUR VIDEO CONTENT PLAN 145
CHAPTER 3: RUN - SHOOT, UPLOAD, AND PROMOTE YOUR VIDEOS 157
3.1 PRE-PRODUCTION: PLANNING AND PREPARING 157
3.1.1 VIDEO PROJECT PLANNING 157
3.1.2 VIDEO PLAN 159
3.1.3 VIDEO OUTLINE 160
3.2 PRODUCTION: FILM SCHOOL BASICS 162
3.2.1 BEHIND THE CAMERA 164
3.2.2 LIGHTING 166
3.2.3 HOW TO LOOK GOOD ON CAMERA 169
3.2.4 THE BEST GEAR FOR SOLO VIDEO 172
WEBCAM CAMERA ON DESKTOP, LAPTOP, OR TABLET 172
SMARTPHONE CAMERA 173
DIGITAL CAMERAS 174
EXTERNAL MICROPHONES 175
ACTION CAMERAS AND DRONES 177
3.3 POST-PRODUCTION 178
3.3.1 EDITING BASICS 179
3.3.2 EDITING HARDWARE AND SOFTWARE 181
3.4 DISTRIBUTION & PROMOTION 183
3.4.1 PROMOTING YOUR CHANNEL 184
3.4.2 VIDEO DISTRIBUTION AND PROMOTION 186
CHAPTER 4: OPTIMIZE - THE MAGIC SUCCESS FORMULA 189
4.1 BRAND AWARENESS 191
4.1.1 IMPROVE VIDEO AD PERFORMANCE WITH A/B TESTING 191
4.1.2 IMPROVE ORGANIC IMPRESSIONS BY CREATING VIDEOS THAT ENGAGE 196
4.1.3 IMPROVE SOCIAL SIGNALS BY ASKING FOR ENGAGEMENT IN THE VIDEO 198
4.1.4 IMPROVE ORGANIC WATCH TIME BY CREATING PLAYLISTS AND END SCREENS 199
4.1.5 IMPROVE CTR BY CREATING THUMB-STOPPING TITLES 201
4.1.6 IMPROVE CTR BY CREATING THUMBNAILS THAT POP 202
4.2 IMPROVE TRAFFIC SOURCES BY IMPLEMENTING SEO BEST PRACTICES 204
4.2.1 REGULAR SEO (OFF-YOUTUBE) 204
4.2.2 YOUTUBE SEO IN VIDEO TITLE 207
4.2.3 YOUTUBE SEO IN VIDEO DESCRIPTION 208
4.2.4 YOUTUBE SEO IN VIDEO TAGS 210
4.2.5 OTHER YOUTUBE SEO FACTORS 211
4.3 IMPROVE CONVERSION TO SALES CHANNEL BY OPTIMIZING YOUR SALES VIDEO 212
4.3.1 REMOVE LAST-MINUTE OBJECTIONS WITH A SUPERCHARGED SALES VIDEO 212
4.3.2 MAKE VIDEO CONTENT BASED ON PRODUCT TRENDS 216
4.4 MONETIZE YOUR VIDEOS 217
4.4.1 MONETIZE YOUR VIDEOS BY OPTIMIZING FOR AD REVENUE 217
4.4.2 MONETIZE YOUR VIDEOS BY OPTIMIZATION FOR SPONSORSHIP OR FUNDING 221
4.4.3 REPACKAGE YOUR EDUCATION VIDEOS AND SELL THEM AS AN ONLINE COURSE 223
4.5 MONETIZE YOUR COMMUNITY 226
4.5.1 TIPPING, DONATIONS, AND MICRO-TRANSACTIONS 229
4.5.2 PAID MEMBERSHIP 231
4.5.3 E-COMMERCE AND SOCIAL SHOPPING 233
4.5.4 AFFILIATE MARKETING 237
4.5.5 TICKETED COMMUNITY EVENTS 238
4.6 MONETIZE YOUR SKILLS 239
4.6.1 SET UP YOUR VIDEO PRODUCTION BUSINESS 239
4.6.2 USE VIDEO MARKETING TO LAUNCH A DIGITAL BUSINESS 240
ENDNOTES 243
