Some are a little frightened by the idea of making marketing videos. They imagine boom mikes, makeup and production teams running around with clipboards. Rest assured this is only fear caused by the void of the unknown. You don’t need Hollywood production values to venture into the profitable realm of video.
A simple YouTube video recorded on an inexpensive camera can get people engaged with you and your course. Most viewers just want to get to know you, enjoy your company. The cost to you is near zero, and it can really improve your sales.
Video is about letting people into your world and complete a trustworthy image. Few things are better at achieving that than one or two brief videos outlining what you do, showing your enthusiasm for the subject matter and perhaps giving a preview of some Moodle content. People will put a face to the brand that is you, and are more likely to buy once they have already had a few minutes of engagement with you. When it is done well, video works better than written content to promote your Moodle courses. But don’t take my word for it.
Why video is so important these days
Google rewards video. The spawning of dedicated video apps and capabilities in Facebook, Twitter, Snapchat, Periscope, Vine or Twitch joining YouTube and Vimeo is no coincidence. After all, according to Vidyard video marketing is correlated with higher revenues and click-through rates.
Where that does leave us? Consider this:
- Google owns YouTube. 67% of millennials see YouTube as the first stop destination in learning.
- Video content gives you a better chance of getting a first-page rank in Google search.
Whether or not this means Google favors his own, it is a fact that YouTube videos pop up in first-page results alongside websites that have made copious SEO efforts to get there. The good news is that you can get a good shopping window under the YouTube roof. The PageRank algorithm that determines the order of results in Google favors age and links from other sites, and YouTube should be no exception. This also means that YouTube puts your videos in an excellent place to get you found in the first place. They will boost your page ranking, which will increase your digital footfall.
The way people engage with video is different from how they engage with written content. According to Animoto, mobile video is, dollar for dollar, the winning combination to capture millennials’ hearts and wallets. Video grabs attention, and people are far more likely to stay through your video than they are to read a long piece of written content to the end. People skim written content but feel compelled to watch complete videos, in case they miss something important.
Video can increase engagement on social media sites and on your blog as well. In the social media world, videos are not only more shareable. Videos generate more comments and reactions. Engagement with your audience is everything you need to build your credibility.
Your video doesn’t need to go ‘viral’ to help your cause. In fact, you only need to reach the people you are trying to sell your course to. A sneezing panda in your video might be funny and rack up views, but it won’t necessarily lead to more course sales. You just need to create content that’s right for your intended audience.
Five video formats you can make in hours
1― Straight sales. Detail the course and what people will gain from taking it. Push people’s pain buttons and include compelling calls to action. Convince them that they need the course and tell them to buy it now.
2― Talking head testimonials. Get someone who has taken your course to rave about it. If possible, find someone with a bubbly personality. Let them talk naturally. Scripted testimonials are stilted and awkward, and could even come as deceitful. Edit it until you have a series of sound-bites that make your course sound irresistible. Put a big call to action at the end.
3― Behind the scenes. Take people to the backstage of your operation – maybe showing a learner interacting enthusiastically with the course, or document the process of creating the course itself. Naturally, these can work well with a little bit of humor, like movie bloopers. This works better for some types of course than others. If your course is about dog training, you could have a humorous skit with a dog disobeying you and running off into the distance while you are trying to shoot a video for the course. But even if your subject matter is dry, a behind-the- scenes video can endear you to your audience by showing you as a human who is genuine about wanting to please them.
4― Reviews, commentary and news. This is really vlogging: blogging in video format. This is great if you enjoy making videos and are happy to talk about what excites, angers or amuses you in your industry. For your next blog post, try posting a video instead of writing it out. It can increase engagement. Post the video to YouTube then embed it into your blog post.
5― Tips and teasers. Offer a gem or two of wisdom in your field to build your credibility as a subject matter expert. You could ask a question from one of the quizzes in your course to what learners’ appetites, and hint at the answer but don’t give too much away. They might look up the course just to find out the answer! Mix this up with something practical and useful that your audience can take away and use. They will remember that it came from you. This boosts the chances of them eventually buying your course.
A final word of advice: get the best sound quality you possibly can in your videos. Don’t settle for the quality of microphones from smartphones and digital cameras. Record the audio separately with a good quality microphone. People will simply stop watching your videos if the sound is poor.
How do you use video to market your courses? Tell us in the comments below!