Does video marketing actually work?

Everyone bangs on about it being the ‘Year of Video’ year, after year, after year. But, creating great-quality videos — consistently — isn’t easy. So is it actually worth getting all dressed up nice, sitting down, and hitting that ‘record’ button?

Well, that’s the question we’re answering this week in our YouTube case study, in what just so happens to be our 200th YouTube video!

We’re going to dive into why you should absolutely be doing video marketing. And we’re going to talk about how video marketing has helped us, and the three key lessons that you need to know, if you want to do video marketing too.

👇 Watch the video

https://youtu.be/YlsW_HW3NxQ


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Does video marketing actually work?

Everyone bangs on about it being the ‘Year of Video’ year, after year, after year. But, creating great-quality videos — consistently — isn’t easy. So is it actually worth getting all dressed up nice, sitting down, and hitting that ‘record’ button?

Well, that’s the question we’re answering this week in our YouTube case study.

We’re going to dive into why you should absolutely be doing video marketing. And we’re going to talk about how video marketing has helped us, and the three key lessons that you need to know, if you want to want to make a success of video marketing too.

Breathing new life into our business.

While we started our business back in 2011 we didn’t start creating regular video content until 2016.

Up until that point, we had been blogging, we had been Tweeting, we had been Facebooking, but nothing really felt like it was really hitting the mark, and our business had hit a plateau.

But then we started creating regular video content on YouTube and, honestly, it breathed a whole new life into our business.

In the last five years, our turnover and profit has sky-rocketed year-on-year. Our membership, Atomic, is thriving. We’ve spoken at industry-leading conferences all over the world and can charge five-figures for speaking gigs. We’ve been approached by well-known brands to work with them. And we’ve gone from working alone, just the two of us, to working with a team of 13…and counting.

It’s been a fun ride!

And if we trace the ignition of the spark that separated the first five years of our business from the second five years, it was deciding to create video content.

So if you’re thinking about doing video marketing, or you’re currently doing video marketing and just want to improve it, then stick with us because we’re about to talk about three stupidly important things that we’ve learned during our own video journey.

  1. Views vs. cash.

The first thing we learned was that views mean nothing compared to pounds. Or, you know, whatever your local currency is.

It’s so easy to get hung up on the view counts and compare yourself to Instagrammers and YouTubers with millions of subscribers, and millions of followers, and millions of views.

But here’s what you have to remember: if, like us, you’re doing video marketing to grow your business, it’s not about making money through becoming an influencer. So forget about vanity metrics and measure your results by new customers and business growth instead.

And make sure you have the right system set up, so you can measure the stuff that actually matters when you’re using video to grow a business

Now, we’re not saying that you need to completely ignore view counts, and ignore subscribers. But what we are saying is that the focus needs to be on growing a business. For example, after a year or two, we started to see that 30-40% of our new Atomic members first come across us on YouTube, so we knew that this was working. And we knew that because we had the systems in place to ask them when they first joined Atomic.

And it’s seeing those results that keeps us motivated. It’s what actually keeps us creating these videos, week, after week, after week. Whenever our motivation starts to wane, that’s what we focus on: this is working, this is helping us grow our business, so it’s worth putting in the effort to do it consistently.

  1. The impact of your content is compounding.

While getting new customers is the main thing, it’s important to remember that you won’t get a tonne of new business right away. But that doesn’t mean it’s not working. The impact of your content is compounding.

Let’s say you’re just starting out and your videos get, on average, 10 new views per month from people that stumble across them. And by the way, that’s why we love YouTube. It’s not like other platforms, where you post something and then have only 24-48 hours to get new views. With YouTube people can find videos that were posted years and years ago.

So if you have 10 videos and each of them are getting 10 views per month, that’s 100 views per month. But if you have 200 videos, that’s 2,000 views per month. Big difference.

The more videos you have, the more you can link back and forth between videos and create playlists. And the more views you get, the more those numbers will keep on growing, allowing you to build trust and gain new customers along the way.

Also, the more videos you create, the more authority your channel has, which means you’re far more likely to run for keywords that are really popular, the more people will find and share your content, and the more people will get to know and love you…the very definition of exponential growth!

All you have to do is get over the hurdle at the start, when it can all feel a bit pointless because no one is watching, and keep going until you hit that point when everything starts compounding and your efforts begin to pay off.

But how do you get past that hurdle?

You have to enjoy the process. And that brings us to our third lesson.

  1. If you don’t enjoy it you won’t keep it up.

Now when it comes to enjoying creating content, it’s all well and good to just let your hair down and enjoy being creative. But first, you have to get over the biggest drain, which is the sheer amount of effort that it takes.

The number of tasks you have to complete if you want to do video marketing properly is phenomenal.

You have to do the keyword research, the scripting, the filming, the shooting, setting up the camera, the editing, the uploading, the tagging, creating cards, doing your hair…

And that’s before you’ve even thought about actually promoting that new video you’ve just created.

It’s a lot of effort.

In fact, when we first started, it used to take us a full working day each week just to do a single YouTube video.

And that’s often why people slip up, why they don’t manage to produce content consistently. It just takes up so much bloody time!

So because we knew that video was really paying off for us, we decided that it would be worth investing in taking some of those video-related tasks off our hands to free up our time and let us get back to actually enjoying the process.

Now we have an awesome video editor called Christina and we use a brilliant YouTube agency called Hot Content, run by the amazing Natalie Hailey, to do everything else, other than the actual recording. Which means we can get on with our day and just do the bits that we really enjoy. And that helps us stick with it.

The thing about video marketing on YouTube and beyond is that it does work…if you consistently improve. And those two words are really important.

It isn’t just about being consistent and doing the same thing over and over. It’s about being consistently better, consistently trying to up your game.

If you can do that, my friends, the world is your oyster!