VIDEO? SO?: WHAT EVERY AUTHOR, SPEAKER, OR COACH NEEDS TO KNOW ABOUT VIDEO TRAILERS
- An author interested in promoting his/her book to a larger audience
and increasing sales.
- A speaker looking to access new opportunities by positioning
himself/herself as an authority in their field.
- A certified coach longing to connect with potential clients and
unlimited prospects.
I’m sure you have an idea what video is, but maybe you’re asking
“Video? So?”
Let’s lead with a few interesting stats:
· 81% of businesses market their products and services using video.
· Consumers watch an average of 1.5 hours of video online every day. 15% of
consumers watch more than 3 hours of video on a regular day!
· 97% of marketers reveal that video has increased understanding of their
products and/or services.
· 76% agree that video has been responsible for increased sales.
· 76% also agree that it has helped boost traffic on their websites.
· 95% of audiences watch explainer videos to get familiar with a product or service.
· 81% of people have been influenced to purchase a product or service simply
by watching the video.
· 85% of people disclose that they would love to see more videos from brands in 2018.
· 72% of people would rather choose to discover a brand by watching the video than by reading texts on the product or service.
· 83% of consumers don’t mind sharing videos with their contacts, as long as
they find it interesting.
By now, you’re already piecing together the puzzle; supplying the link between Author, Speaker, or coach, and the tool of a video. It would be an understatement to say the statistics quoted above are impressive. The numbers are mind-blowing!
But what is it about the video that makes it effective as a marketing tool and why is it leading the pack among digital marketing techniques?
· Videos attract and sustain attention better than text: Whether it’s a book trailer to promote your latest book, a video trailer to establish thought leadership as a speaker,
or one to market your coaching services, a video has greater chances of holding your audience’s attention than any other means. The longer people stay, the greater your chances of conversion & sales.
· Videos build trust in your brand: Because potential customers get to see and not just
read about what you offer, trusting your brand is easier. Testimonials and reviews
also carry a stronger sense of authenticity with videos than with text.
· Videos encourage sharing of content, and this results in increased visibility and awareness for your book or that speaking engagement or the coaching event.
· Videos are perfect for inbound marketing. A 2-minute video can convey all relevant information about your product or service, better than a 500-word article would.
Besides, people are more likely to watch a video until the end than they are to finish
reading a bunch of text.
· Research shows that people are more likely to recall a video than details of an article.
· Videos increase the number of time people spend on your website: This does not just boost your website traffic. It also increases your search engine ranking, meaning your video- and inevitably, your product or service- gets greater chances of appearing in search results. Yes, more people get to see you and what you do. YouTube is especially effective in this regard. Google’s ranking system highly recognizes YouTube content so you’ll do well to take advantage of that. Statistics show that you’re 53 times more likely show up first on Google if you have a video embedded on your website.
· Videos are very explicit. You’re less likely to be misunderstood with a video than with text.
Yes, a video is highly effective, but it can easily be the opposite if not executed properly. So dear Author, Speaker, or Coach, if you’re going to do video the right way, you’ll need to take note of these things:
· Keep your audience in mind. Make sure your content is something they can relate with.
· Don’t be too salesy. Audiences don’t want to feel like they’re being pitched a product or service. Instead, offer relevant value and solutions with your content and subtly weave your product and service through.
· Be creative with your content. If you can’t capture your viewers’ interest in the first 10 seconds, you’re likely to lose them altogether.
· Upload your video to your website & social media platforms.
· Optimize your video for mobile viewing. Studies reveal that 90% of consumers watch videos on their mobile devices.
· IMPORTANT: Remember SEO. Without optimizing your video for search engines, you could as well be the sole viewer. Make sure your video titles, descriptions, keywords, and tags, are on the right path.
· Always include a call-to-action.
We understand that creating video content- the type that works- is not always easy. It involves technical knowledge that usually requires hiring an expert. There are countless persons and agencies out there who’d pitch their video content creation services to you.
· An impressive track record
· Willingness to listen to your ideas
· Knowledge of current trends
· A firm grasp of video platforms, such as YouTube
· Impeccable editing skills
· Digital know-how
Making video trailers for your brand is always a good investment. Just take a look at the statistics quoted earlier. Your average 60 seconds to 2 minutes trailer can cost anywhere from between $0 to$1,000,000 plus but the returns are usually worth every penny.
By the end of 2017, 99% of folks who already use video to market their brands said they'll continue using it in 2018 while 65% of those who weren’t using video disclosed that they’d start using it in 2018.
Video is no longer the future in marketing your book or selling your speaking and coaching services to a larger client base. Video is now.
Don’t be left out!
STATISTICS SOURCE: Wyzowl’s 2018 State of Video Marketing Survey
http://www.booktrailerpro.com/ for more video trailers for books, writers, speakers, 
