Adrian Sandmeier - Video Marketing for Marketers: Building Trust, Engagement, and Conversion on the Customer Journey

By Florian Stein, Founder and Search Engine Marketing Specialist, Werbeagentur - Erfurt .net

Over the years, I have enjoyed collaborating with youstreams founder, my friend Adrian Sandmeier, on many projects and productions from online marketing to film and, finally, video marketing.

Adrian first got into video marketing to promote his film agency in Switzerland. Within just a few months, he relaunched the companys website, and youstream was born. Ive watched his business grow quickly and seen his many customers enjoy their own successes due to Adrians expertise and the combined efforts of his production team. During this time, I shared my own insights on video marketing with Adrian and so, through my own small contributions, I proudly share in his continuing success.

Adrians timing could not have been better. On February 14, 2005, the video search engine YouTube.com was launched, and it has since seen unprecedented growth and success in ninety - one countries worldwide. Meanwhile, this Google subsidiary has become the second largest search engine in the world with currently over 1.9 billion active monthly users. Over 400 hours of video are uploaded each minute, with 70 percent of that content being viewed on mobile devices. These impressive numbers illustrate the importance of videos in our lives and the opportunities the medium has to offer companies eager to harness its power.

Ive been involved with the development of online marketing in the DACH (German, Austrian, and Swiss) region since 2008, with a focus on search engine marketing. Since 2011, my team from Werbeagentur - Erfurt .net and I have worked with numerous clients to solve an important question: How can businesses create and manage a consistent stream of visitors online? It is extremely important for companies to create great content in the form of text, images, graphics, and (of course) videos to bring traffic to their websites.

Adrians book intends to provide you with a comprehensive overview of what to look for in video production and the subsequent video marketing measures in the context of search engine marketing. A key focus of my thoughts on successful video marketing is centered on the homepage. Related to this is another important question: How can videos be used to turn visitors into customers? Effective user guidance, SEO measures, and search engine advertising play a central role in this process. Each of these elements will be clarified throughout this book.

I hope you enjoy this book as much as I have. More importantly, I hope you consider Adrians advice and accept his guidance so you, too, can enjoy the success enjoyed by so many who have taken their marketing and their businesses to the next levelwith video .

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This book is for marketers who want to learn about video marketing. I wrote it because in my work as a video producer, Im surrounded every day by marketers and business leaders who are new to video and dont know where to start. Step by step, I guide them through the process.

Many people who approach me and my team share similar challenges:

1. They are new to video marketing.
2. They are insecure about the criteria of choosing the right video marketing company.
3. They lack a clear plan.

In some cases, they have already created a plan that takes into account what they need to accomplish right now, but with no long - term strategy behind it. Nor does it correspond to their existing overall marketing strategy. Whats different about the way that I teach people about video marketing is my focus on marketing and the customer journey: there is a purpose behind everything we do, and it revolves around the customer journey. Any good production company can make a beautiful video, but if it doesnt meet your prospects and customers where they are on their customer journey, it wont solve your marketing problems or help you achieve your goals.

In this book, you will learn how companies use video to build trust and engage with people, introduce new products, reinforce buying decisions, and convert prospects into customers. The possibilities are greater than you can imagine.

One factor that is common to all purchasing decisions is trust.

Video marketing has been around for a few decades. Yet for many businesses, video is still uncharted territorythe unexplored frontier in marketing. Marketers know they should be using video, and they want to use it, but often they dont know where to start. They dont understand enough about it to begin, or to communicate the value and benefits to company leadership. To get the buy - in and the budgetfor video marketing, they need a little help.

I see this all the time working with businesses at my company. Since I started producing videos for business owners and marketers more than a decade ago, Ive learned that, with the right strategy, any business can benefit from video marketing. If you finish this book and make the move to add video to your marketing strategy, a lot will change. The way you communicate with your customers and how they view you and respond to you will never be the same.

Youre probably well aware of the value and benefits of video marketing. A little research shows that video is the most exciting thing to happen to marketing since the internet. Consider the facts:

• Seventy - two percent of consumers prefer video over text marketing.
• Companies that use video experience a 41 percent increase in traffic through web searches.
• Fifty - nine percent of executives prefer video over text.
• Ninety - two percent of mobile video consumers share videos.
• Social video generates twelve times the shares of text and images combined.

If youre not using video, its time to start. Use it to introduce people to your company, products, and services. Use it to build rapport with your target audience and develop a following of customers who are loyal to your products and devoted to your brand. With enough insight, you can add video to your marketing mix and begin reaping the benefits of this groundbreaking medium in just a few months.

In this book, Ill tell you what video marketing is and why and how to use it to build trust with your audience, get them to engage with you, and convert them to loyal customers at each phase of their customer journey. Ill give you all the guidance you need to design a video marketing plan you can communicate to your leadership and your team that gets everyone on board with this amazing marketing platform.

Confusion around video marketing causes some marketers to hesitate or avoid using it altogether. They think its too hard or too expensive. While it can be expensive, with the right strategy they could be using video to separate themselves from the competition and make it pay off. If they knew more about video, theyd stop waiting and start doing it. They just need someone to untangle the misconceptions from the truth and demystify the process. Im here to do just that.

Video marketing isnt as simple as some of the marketing media youre currently using. It comprises many moving piecesstory, rhythm, sound, visuals, narration, emotion, and moreand demands more from you, but those demands are exactly what make video such a powerful force in your content strategy. Working with a production team, youll identify your target audience, locate their position on the customer journey, and determine the right message to deliver.