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Join Dane Shoemaker to discuss "what is video marketing?"
Creators and Guests
What is FounderGPS?
FounderGPS is the official podcast of Shoemaker Films. Join host Dane Shoemaker in 1-on-1 conversations with entrepreneurs, founders, and creators across the globe. Join the adventure with guests as they share their experience building in public and explore the platforms and culture across the digital marketing and business landscape. Watch and listen to inspiring stories while gaining some practical business advice. Visit www.shoemakerfilms.com for more details on our company, and stay up to date by following us on Instagram @shoemakerfilms
So video is the most powerful communication tool period. If you're watching or listening to this, you probably already know this. It's the best way to reach a broad audience online across any platform across the Internet and has the ability to connect on a deeper level than static images, graphics, or text. My name is Dane Shoemaker. I'm with Shoemaker Films.
Dane Shoemaker:We're a Philadelphia based video marketing agency and a production company, and we're on a mission to help businesses grow organically online through video. This is the first video in a series where we're talking about video production, digital marketing, photography, and more. If you're interested in that, please subscribe and share this with a friend. So what is video marketing, right? Video marketing is leveraging video to promote your business, brand, product, or service.
Dane Shoemaker:Video can be found in many places though. So TV, you know, think about your cable, or streaming platforms. Video sharing platforms like YouTube and Vimeo. Social media sites like Instagram, Facebook and TikTok. You can also start to see video emerging in the real world, like, you know, digital billboards, or taxis, or even gas stations and grocery stores.
Dane Shoemaker:When we think about the term video marketing, we generally think of online platforms like YouTube or social media. You know, YouTube came about in 2,000 5. You can even go back into the nineties like E Bombs World. But you know, video's been around forever, right? TV, movies, and in fact, the first commercial was aired in 1941, during a baseball game, the Phillies and the Brooklyn Dodgers.
Dane Shoemaker:So, advertising in a video format has been around for a long time. So today you can find a variety of types of videos used in marketing, right? Thought leadership or entertainment channels on YouTube, organic short form video on social media platforms like Instagram Reels, TikTok videos, YouTube shorts, Facebook reels, and even paid advertisements on those same platforms. You know, or on TV, right? Both traditional cable or OTT streaming platforms, you know, like Hulu, Netflix, you know, Apple TV, things like that.
Dane Shoemaker:So you can find advertisements on YouTube like the pre roll, mid roll or post roll ads on those platforms, you know, in feed ads across social media platforms like Facebook or Instagram, TikTok or Twitter, now x, and, and LinkedIn. Right? You know, even live streaming has risen in popularity as well and this is often used to promote a product or services, you know, live selling has become very popular. And I feel like webinars, you know, can be categorized in video marketing, as well. So, we often hear content marketing and video marketing, sometimes used interchangeably.
Dane Shoemaker:We think an important differentiation here is that, you know, content is kind of an umbrella term generally refers to all mediums shared online. So that could include video, but also images, text, blog posts, etc. You know, posted in an organic fashion that is targeting a specific audience, you know, at a regular cadence, maybe daily, weekly or monthly, and maybe has a, you know, call to action. Right? We'll talk more about paid versus organic in a later video, you know, which decides, you know, whether or not you pay in your time or pay in money.
Dane Shoemaker:Right? But, you know, to summarize really video is the most powerful form of content across all those mediums because it's multi sensory. Right? So video includes, you know, a visual element, you know, an auditory, element. You know, you hear your music and sound effects.
Dane Shoemaker:You also have, you know, an emotional connection. Right? You see people's faces, you see people's reactions, and, you see words on the screen. So it's it's definitely the most engaging of all the mediums. And, you know, the Internet really makes up, you know, more than 80% of it, is made up of video.
Dane Shoemaker:So looking at the state of video marketing in 2023, we look at it like building a platform, and that's how we work with our clients. You know, generally, you know, you'll it'll consist of a long form element and a short form element. So look at maybe a podcast, or a YouTube channel or regular webinars. And then we take that content and reformat that, redistribute that across the Internet in the form of short form video clips, you know, on things like social media or maybe email marketing or, what have you, right? So the best way to grow your brand and your reputation today is by sharing rich valuable information via regular medium, like a YouTube channel or podcast.
Dane Shoemaker:Right? This could be monthly or weekly, you know, as long as you stay consistent and on our a regular, cadence and you're focused on our specific audience, and are sharing, you know, really relevant actual information with that audience, you can create great content and build a following. Once you have your primary piece of content, so a long form piece of content, You know, you can take 15 to 30 second clips, edit in a in a vertical format for most social media platforms or even like a square format for LinkedIn. And then you wanna get that out. Right?
Dane Shoemaker:So you take your longs once a month, maybe every other week, and you take your shorts and you distribute that across social media. That's how you grow organically. That's how you build your brand. That's how you build your reputation. So similarly, you can create a video and run that as an ad on platforms.
Dane Shoemaker:You know, we talked a little bit about paid versus organic, and we'll go deeper into that in the future. You can run that on Instagram, Facebook, Meta has a great advertising platform, so does TikTok, and others. Right? So you can inorganically grow via paid advertising campaign through video. You can acquire clients through, through those ads, which is quicker, arguably, but, you know, much more costly and, you know, more costly than doing an organic strategy, which which only costs you time and effort.
Dane Shoemaker:So, you know, we often recommend focusing on organic. You know, building your reputation through video, regularly, and then boosting that. Right? Or running one of your top performing videos as an ad. It's like throwing gas on an already, you know, blazing fire.
Dane Shoemaker:So this model is the generally accepted best practice of video marketing today. You know, you wanna fortify your your brand, fortify your castle with the long form content, and then send your, you know, your short form videos like little soldiers into the world, right? Watch your brand grow. As long as you know your target audience and you're providing strong valuable content, they're likely to describe. You know, they're more likely to subscribe and ultimately ask for more.
Dane Shoemaker:Right? So the goal is to convert those people watching your videos into paying clients. So provide a call to action. Right? Maybe that's subscribe to your podcast or subscribe to your YouTube channel, you know, click the link in the bio or click the link in the description.
Dane Shoemaker:Go to our website, you know, fill out a form, pick up the phone and give us a call, send a DM, like whatever the call to action is, you wanna have have that very specific at the end of the video. If you do this consistently enough and focus on quality, you know, you'll eventually you will convert your audience into paid subscribers, paid clients, so whatever they might look like. So the process is simple, but it's not easy. Like any successful venture, just like your business, you must build a strategy. So you need to think about the goal of your video marketing strategy.
Dane Shoemaker:Is your objective to, you know, grow an audience? Is it to sell more products? Is it to gain more followers or subscribers? Is it to gain more customers, grow your deal size, you know, upsell your existing clients? You gotta think through this before you press record and post, okay?
Dane Shoemaker:So once you have a goal in mind, think about your target audience. You know, what stage of the buying journey are they? You know, are they just just getting to know your brand now? Are they ready to purchase? Are they somewhere in between?
Dane Shoemaker:You know, what websites or social media platforms do they visit? It's helpful to think about your ideal customer here, right? Your ideal client profile, or your avatar, whatever you wanna call it. So who is your dream client and how do you attract them to your brand? So, you know, from here you need to think about a budget, and who's making the videos.
Dane Shoemaker:Right? Are you making the videos yourself? You know, you're a busy business owner. Are you willing to do this yourself, carve out time? You know, you can shoot great videos on an iPhone.
Dane Shoemaker:Right? It's all about lighting, and it's all about, great story, right? Or do you need to outsource this to a company like Shoot Maker Films, right? You know, where are the videos gonna be distributed? How are you getting them out?
Dane Shoemaker:Are you emailing them out? Are you putting them on YouTube? Are you putting them on social media? What platforms are you are you looking at, right? And how am I gonna measure success, right?
Dane Shoemaker:KPI's, and success metrics are so critical here when you're investing time and energy and money into a video marketing, strategy. So, you know, all these are pretty important factors you gotta consider, when building an effective video marketing strategy. So how can Shoemaker films help? So Shoemaker films is a video marketing agency. We can work with your business to build the strategy, then develop the content through scripting, you know, planning during the preproduction phase, and then eventually filming and editing that and distributing both your long form and short form content.
Dane Shoemaker:So finally we'll then work with your business to measure success, you know, analyze those results, and then optimize that strategy. This is not a race, it's a marathon, right? You wanna see consistent long term growth. And we have the expertise and the equipment and the experience to help you navigate this through, this new world of online, you know, video. So, if you feel comfortable with portions of the process, you know, you're the expert.
Dane Shoemaker:Right? So, you know, we can kinda coach you through, you know, idea creation for videos, you know, scripting. You can we can act as a consultant or jump in to help you with the filming or just maybe help you with the editing or even the social media, management aspect of that as well. We'll have a lot of videos coming in the future on every step of this process. So please subscribe to our YouTube channel, wherever you listen to your podcast and follow us on Instagram.
Dane Shoemaker:If you have any questions or interested in discussing the video marketing strategy for your business, we'd love to chat with you. Thanks for watching. We'll see you next time.