You’ve probably heard that the shorter the better when it comes to marketing videos, right? After all, our attention spans are getting shorter and shorter. Well, the truth is, there are actually two types of marketing videos you need to consider: short and long. Both have their place, and you want to utilize both to ensure your marketing is as effective as possible.
The Importance of Both Short and Long Videos
If you only use short videos, the leads you generate will often be of lower quality—cold leads that don’t have much engagement. However, if you want to generate warm leads, or even referral-quality leads, it’s crucial to create both types of videos. By the end of this post, you’ll have a clear understanding of these two types of videos and the exact steps to create them to make your online marketing the most effective it can be.
Stage 2: The Short Videos
Let’s start with the short videos, or what we’ll call Stage 2. These are the marketing videos you’re probably most familiar with. They are short, sweet, and to the point—designed to pitch your service, promote your product, or highlight your program. Because people know they’re being sold to in these videos, you need to be quick, entertaining, and engaging.
These videos must be well-scripted, often planned for weeks or months, and require multiple takes and extensive editing to get just right. They’re the centerpiece of your marketing campaigns, whether it’s through paid advertising, email campaigns, or featured prominently on your website. However, relying solely on these short videos means you’ll need a big budget to generate a high quantity of leads, which often results in low-quality leads.
Stage 1: The Long Videos
This brings us to Stage 1, which involves longer videos. These videos are drastically different from Stage 2. They don’t focus on selling your product or service directly. Instead, they start with what people are searching for—questions that you’d be the perfect person to answer.
Imagine this: someone goes to Google or YouTube and types in a question that you have the expertise to answer. Right now, they’re not finding you, and that’s a problem. But with a strategic approach, we can fix that. I have a 6-ingredient strategy, known as the Leaf Strategy, to ensure these people find you.
The 6-Ingredient Strategy
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Find Leaf Titles: The first ingredient is identifying very specific questions that have consistent search volume every month. This involves doing keyword research to find out what your target audience is searching for on Google and YouTube. This ensures that when they search for these questions, your video pops up with the exact answer they need.
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Optimal Video Length: Each video should be an average of 10 to 12 minutes in length. This is the perfect duration to build a relationship with your audience without being too long. While shorter videos are effective in grabbing attention, longer videos help establish trust and authority.
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Keep Their Attention: Retaining viewer attention is crucial. YouTube analytics can help you track your average view duration and retention rate. The higher these metrics, the more likely YouTube is to recommend your video to others. Use strategies to hook your audience at the beginning and keep them engaged throughout.
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Custom Thumbnails: Thumbnails are the first thing viewers see, so they need to be compelling. Design custom thumbnails that create curiosity without giving away the secret. Use tools like Canva to create eye-catching thumbnails that stand out.
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Consistent Posting: Ideally, aim to launch 5 episodes per week. While this may seem daunting, starting with just one episode per week can still generate leads and build momentum. As your business grows, increase the frequency to maximize lead generation.
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Offer a Free Gift: At the end of each video, offer a valuable free gift. This could be a PDF download, a mini-course, or even a book. This not only adds value but also helps build a deeper connection with your audience.
Conclusion
By utilizing both short and long marketing videos, you can generate high-quality leads and build lasting relationships with your audience. The short videos grab attention and drive immediate action, while the long videos provide value and establish you as an authority in your field. Implement the 6-ingredient strategy to ensure your marketing videos are not only seen but also effective in generating the leads you desire.
For more detailed strategies and insights, consider grabbing a copy of my book, which delves deeper into the Leaf Strategy and how you can leverage YouTube to market your business effectively. Visit natesyoutubebook.com to get your free copy (just cover printing and shipping). Let’s turn YouTube into a lead generation machine for your business!
