Tag Archives: Video Marketing

Some Striking Statistics in Favour of Video Marketing [An Excerpt]

Video Marketing

Enjoy this excerpt about video marketing from the upcoming seventh installment of the T-Shaped Marketing for Authors mini ebook series. Coming soon to an e-reader near you…

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I’ll be the first to admit I haven’t done nearly enough video marketing—partly because I don’t enjoy listening to my own voice or seeing myself on camera (which is a necessary part of proofing and editing one’s videos), and partly because I’m a novice with cameras, lighting, and video editing software (I have a funny story to share with you in this regard). Like most people, I tend to focus on the marketing skills I’m good at while avoiding the others. But then it came time to research and begin writing this mini ebook. When I came across all the compelling statistics in favour of video marketing, I realized my procrastination must come to an end. It’s time to ramp up my video marketing game. Now. (Well, maybe after I’m done writing this book.)

As part of my research, I came across a Forbes article by Matt Bowman, titled “Video Marketing: The Future Of Content Marketing,” that I highly recommend you read in full. Here’s a short excerpt from it to whet your appetite:

Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by HubSpot:
● Video is projected to claim more than 80% of all web traffic by 2019.
● Adding a video to marketing emails can boost click-through rates by 200-300%.
● Embedding videos in landing pages can increase conversion rates by 80%.
(Bowman, 2017)

In the most recent T-Shaped ebook, titled Search Engine Optimization (SEO), we looked at how important click-through traffic is to the SEO of a website. When people visit just one page of your site and then leave, that’s considered a bounce; whereas, if they click on one of your links to visit another webpage on your site, that’s considered a click-through. Since click-throughs are what improve your SEO in the eyes of Google, and conversions (e.g., views of your book descriptions that lead to sales) are what earn you an income, these statistics are highly motivating.

There are three more important SEO ranking factors that video marketing can help you with: posting relevant content on a consistent basis, building up relevant backlinks to your website, and making your website mobile-friendly. Every time you post a video on YouTube that contains a link to your website in the description area, you’ve posted relevant content and created a relevant backlink to your website. Better yet, when you embed that video into your home webpage for others to view, you’ve just made that webpage more mobile-friendly:

Today, one of the biggest trends driving the digital marketing world is responsive design. When a company’s content doesn’t perform well on a given device or browser system, the business behind it loses traffic and suffers decreased conversions as a result. Fortunately, video content is fit for consumption on all devices, ranging from computers to mobile phones. This expands video’s reach and makes it more user-friendly and consumer-focused. (Bowman, 2017)

If you’re feeling resistant or overwhelmed by the idea of producing regular video content for yourself—maybe because you think it will be complicated or expensive—then you’ll be pleased to learn about one of the top “Video Marketing Trends for 2018” according to Epic Productions, LLC: creating quick, live videos (like the ones you post on Facebook) to announce a new book signing or launch event. All you must do to “go live” on social media is record yourself on your smartphone and then post it to your account. Done. When you go live, all your social media friends and followers will be notified immediately, and their curiosity at seeing you live on video is likely to make them click on the link.

That’s one quick idea on how to utilize video marketing to your advantage this coming year. Throughout this book, I’ll share a few more with you from the expensive to the cost-effective. This will provide you with a great start and some helpful resources.

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I hope you enjoyed this little excerpt. Watch for the book this coming month on Amazon, Kobo, and E-Sentral.

[COMING SOON!] Seven New Ebooks in the T-Shaped Marketing for Authors Series

Guest Blogging and Content Syndication

HTML Coding for Beginners

Mobile Marketing

Pay-per-click (PPC) Advertising

Search Engine Optimization (SEO)

Social Marketing

Video Marketing

T-Shaped Marketing for Authors. The New Way to Sell Books.

Online marketing provides today’s authors with a vehicle to reach a worldwide audience where, in the past, they were pretty much limited to their own backyards. But to make any kind of real headway in this crowded space full of millions of people doing the same thing as you’re doing online, you’ve got to be Internet savvy to a degree. You’ve got to figure out a way to stand out among the rest by combining analytical and creative skills together. I’m talking about T-shaped marketing.

Co-founder of Moz, Rand Fishkin (2013), provides this succinct description of T-shaped marketing on his company’s blog:

“T-Shaped basically refers to having a light level of knowledge in a broad
array of skills, and deep knowledge/ability in a single one (or a few).”

In other words, your deep knowledge/ability—the stem of the T—is the content you’ve written about in your book(s). The flat, horizontal part at the top represents the various creative and analytical skills you can learn to best utilize the Internet in selling your book(s).

Some of today’s most recognized companies used their own unique T-shaped marketing strategies (also referred to as “growth hacking”) to build their businesses quickly when little or no venture capital was available to them: Airbnb used some shrewd background coding to hack the Craigslist platform to boost its own site’s user experience; PayPal grew quickly by paying early users for referrals; and Dropbox used a strategy similar to PayPal’s by giving early users extra storage for referrals. These tactics piggybacked their other online efforts (e.g., SEO, PPC) to supercharge each company’s scalability, hence the term “growth hacking.”

Authors can do the same. They can use T-shaped marketing to their advantage, and many of today’s most successful online authors already do. Each ebook in this series will focus on one particular T-shaped marketing avenue so authors can learn to utilize several customized strategies:

* Online (paid) and Offline (unpaid) Book Reviews | Advertising vs. Publicity
* Email Marketing
* Advertorials and Blogging
* Content Syndication and Guest blogging
* HTML Coding for Beginners
* Mobile Marketing
* Pay-per-click (PPC) Advertising
* Search engine optimization SEO
* Social Marketing
* Video Marketing
* And the list goes on!

Authors are entrepreneurs, and T-shaped marketing is every entrepreneur’s friend. The top authors move more books by getting in front of their customers and communicating with them in a clear and consistent manner; and they do this by virtue of social media marketing, blogging, book reviews, email marketing, publicity/media tours, and all the other T-shaped marketing strategies we’ll be discussing. They do what’s necessary to make themselves stand out among all the rest for their particular genres, just as business people do with traditional companies.

The good news is it’s possible! There are examples right before your eyes—right inside these mini ebooks—of successful authors who have used T-shaped marketing to sell THOUSANDS and THOUSANDS of books. You can use T-shaped marketing like a pro, too. I’ll show you how.

T-Shaped Marketing for Authors – Inaugural Ebook