Grow your brand with video: A Video Marketing Masterclass

What does the customer journey look like when it's done well?  In this lecture we look at a brand that got video marketing right, from paid ads to retention via email.

What exactly do we mean when we say video marketing and why is it different from video production?

There are deep routed physiological and psychological reasons that video is so effective. In this lecture we introduce the 5 main reasons for the power of video.  Once you understand why video works you can create more effective campaigns. 

The fat that we hold mobile devices in our hand, and interact with them via touch makes a massive difference to the effect they have on us.  This lecture looks at the power of haptics and dopamine.

Humans have evolved to pay attention to movement.   This lecture explores why this is and how it impacts on marketing communications.

We value things more highly if we own them.  This lecture explores this phenomena and why it makes video on mobile more effective. 

This lecture explores video's ability to reach micro audiences and use personal data target to individuals.

Emotional storytelling is videos most powerful asset.  Making viewers feel something is the best way for brands to make an impact.  This lecture explores the chemistry behind emotional reactions.  You will understand what happens when you watch an emotional video and how to change behaviour by changing brain chemistry.

These simple but useful exercises will put your new knowledge to use.  You will get better at understand the videos that you see, what works and what doesn't.

In this lecture we introduce module three were things get practical. By the end of this section you’ll understand how video works across the sales funnel, and how each part of the funnel requires a different approach if you want to achieve brand growth.

The shape of the digital sales funnel, including the key stages that all brands should consider.

This exercise starts you off with using my Video Marketing Strategy spreadsheet.  You will see how the sheet helps you think about the sales funnel and what content to use when.

A really useful way to categorise videos is to group them by one of four types. Hero, hub, help and go! By the end of this section you will be able to identify videos by their type, and be able to consider what videos will work best for your brands challenges. Let’s jump straight in with everyone’s favourite the hero video.

Hero films are the big brand pieces that connect at an emotional level with viewers, this lecture looks at how they work and some examples.

Hub videos are incredibly versatile pieces of content that answer questions, fill in details, explain what your brand stands for and build deep connections with customers. This lecture explains how to spot them and how they work.

The third category to learn is Help.  These videos answer questions, solve problems and build trust between a brand and a consumer. Help films are great for driving awareness as they answer highly searchable questions but they also keep viewers engaged and coming back for more.

This lecture explains the final form of videos known as GO!  These are simple executions that focus on driving one specific action. They may be served to people via retargeted paid placements or sit at the bottom of the funnel to be activated by email or social.

This activity is core to your development and will help you complete your VMS planning sheet.  it will help you think of how different videos types can help you at each stage of the funnel that you created in section 3.

We are well into the course now, and you are building a clear understanding of how to use videos and what type of videos will help your brand grow. In this chapter I introduce section 5 in which we run you through a 5 question process that will help you fill in all the details you need to consider in order to make a killer video campaign. By the end of this module you will be able to fill in your strategy planner and get started with producing your masterpieces.

There are 5 questions that hold the key to engaging and effective video campaigns. We will explore each one in turn and help you apply them to your brand.

Who are you talking to?

When are you talking to viewers?

Where is your audience?

What are you saying?

How will you activate?

In this chapter we start are the very beginning and look at who your audience really are.  It asks about the personas of your customers and what the emotions are that will encourage them to take action.

Taulia Link: https://www.youtube.com/watch?v=xFhnivaE_FI

It's activity time.  If you have already have defined personas for your potential customers  you can skip this activity and move onto the next activity (Lecture 28).  If you don’t have personas in place you can watch this lecture to get an idea of what to think about and use this template by Hubspot or search "Persona Templates"

You can download a persona template from here..

https://offers.hubspot.com/persona-templates

https://www.justinmind.com/blog/user-persona-templates/


https://fakecrow.com/free-persona-template/

Once you've identified your customers' personas you can being to map which content you will show them and when.  In this exercise we start to complete the personas section of the VMS planner.

In this section we will be looking at when you talking to your customers.  This covers the part of their day they are in and where in the sales funnel are they.   By the end of the lecture you will know how to identity the best time of your audiences day to talk to them.

In this exercise you will be thinking about when in peoples lives your brand should be talking to an audience. All this will feed into what kind of film you make and how you activate it. You will also be filling in your planner to move your campaign forward.

Now you know when we are talking to people it's time to think about where they are spending their digital lives. This chapter covers principles that you need to know to understand how channels work.

This activity helps you plan what social, digital or TV channels you need to reach your audience.

It doesn’t matter how clever your video strategy is, or how creative your videos are... if you’re not communicating the right message to viewers, or you are saying too much or too little, your campaign isn’t going to work. This chapter helps you plan and structure your brand's message in video with a simple structure called EFG.

EFG : Airbus Space & Defence Link

https://www.hurricanemedia.co.uk/how-we-work/case-studies/airbus-defence-and-space-brand-video/

in this activity you will apply EFG to some or your brands messaging to understand how the structure works best for you.

An introduction to the upcoming lectures on paid, owned and earned placements.

How paid activation can be used to enhance the performance of your videos.

How earned activation can be used to enhance the performance of your videos.

How owned activation can be used to enhance the performance of your videos.

Summary of section 5.

Course summary, a big congratulations and next steps to creating your very own video marketing strategy.