Not everyone is an expert about the emerging market of 3D printing.
That means that if an entrepreneur can figure out how to educate customers while also keeping them interested in the topic, they will take over the market.
Braydon Moreno of Robo, a company that celebrates creation with a growing line of 3D printers, did just that.
Moreno used content, like video ads, to build a more than $7 million business.
And he doesn’t plan on stopping with video anytime soon.
Robo is constantly building video content strategies to show people how 3D printing could fit into their lives.
Here’s how you can use video ads to generate millions in revenue like Robo.
Why you should care about video
People prefer online video over any other content medium and type.
That’s why 96% more digital marketers prefer to use video ads in their marketing plans for basically every industry.
Video also helps you convert better at each stage of the buying cycle. It brings more people to your brand. It nurtures them more effectively than any other option. And it gets the most people to convert, too.
Here are some 2023 video marketing statistics from Wyzowl that prove it:
- 92% of marketing professionals across the globe list video as the content with the best ROI.
- Video helps increase sales 87% percent quicker than other forms.
- 79% of people were convinced to buy software or app by video.
Here’s how you can start using video to your advantage to get more traffic, leads, and sales.
How to start creating inexpensive videos
The obvious place to start is to set up your own studio so you can record anytime.
However, it’s not as easy to get started as it sounds.
First, you need the camera and audio.
Business video company, Wistia, recommends using a versatile DSLR camera to shoot video.
Their favorite is the Canon 5D Mark III, which retails for about $1,539 on Amazon. Not cheap.
They don’t use that camera for audio, either. Instead, they use a separate boom microphone setup.
One of the biggest potential issues, though, is the lighting. This is a small detail that can make the difference between an amateurish setup and a professional one.
The good news is that you can go the DIY-route with lighting. As long as your studio space is good, you can use some tips from Wistia’s “Down and Dirty Lighting Kit” to repurpose simple hardware store products.
You can probably already see that it’s a lot of work, though.
So you can also hire a professional company to make your product videos if you don’t own the proper equipment.
Start by googling for video production companies to turn up local results and work with a company.
Or, you can check out sites like Yelp that allow you to see various businesses in your area with reviews:
You can usually trust the greater Yelp community. Their users are often the ‘taste makers’ or ultra-consumers in each space.
That means you can typically trust the companies with the best, most reviews.
If you’re looking for something animated, you can also use sites like Fiverr or UpWork to find high-quality video producers at a low cost.
Simply type in a search like “animated product videos,” and you’ll find hundreds of options from low to high price points:
Once again, look at the total review count and overall rating to quickly narrow the list.
The low price point on these sites often provides two additional benefits:
- You can test a few different providers on the same project initially to see who provides the best result
- You can usually offer to pay slightly more to get the turnaround a lot faster. Instead of one week, you might be able to pay a few extra bucks to get it delivered within only 2-3 days.
Be sure to highlight the features of your product.
What, exactly, are you trying to highlight?
If you’re running a real-life product shot, zoom in on the product and show it from more than one angle. You want to clearly focus on the best features.
Look at the high-quality close-up shots in this Robo product video titled “Robo R2 Quick Start Guide.”
You can see almost everything inside that product.
You could even go animated, like this Robo video called “Exploded View.” It showcases the product from an open and rotating animated view with labels on each component explaining what they are.
If the product video is animated, you can easily highlight different features with quick-moving cut scenes like this Google Evolved video:
Next, find brand ambassadors.
Let’s be honest with each other for a second.
Business owners or product creators aren’t always the best spokespeople. I’ve been told that I have a face for radio, for instance.
That’s OK! You just need to embrace it early.
Try to find out how you can get a brand ambassador involved in making or selling your products.
You can find brand ambassadors or influencers on virtually any social platform, like Instagram or YouTube for example.
Use a tool like BuzzSumo to search for and find influencers that are specific to your industry.
For each influencer, the tool shows statistics like how many followers, retweets, and replies the user usually receives on each post.
Then, segment videos for different locations, demographics, or groups.
Robo started out with a homegrown video but later used interesting photos and images to build the campaign out and give it a professional feel.
It took the company about a month to completely create the campaign, and they launched it in late December.
They’ve been able to start working in 360-degree shots and using slow motion to help accentuate each product feature and benefit.
Finish by tagging every video and using keywords.
Tagging videos with effective keywords will take your views to the next level by allowing you to classify them.
Tags let your viewers know what topics are related to your content, and they will help your videos come up when users search for those specific tags…which means more exposure.
Start by adding a description to your video’s description box that uses these keywords, explaining what the video is about:
Shoot for at least 10 to 20 tags per video. This way, any keywords that didn’t fit into your title or description can still be used.
To add some tags, simply log into your YouTube account and go to the Channel under “Content”:
Next, click “Edit” to add Title, Description, and Tags:
Remember to use words or phrases that users will actually be searching to discover a video like yours, not irrelevant ones.
Robo easily accomplishes this with the channel description below.
Lastly, showcase your other successful or viral videos with playlists. You can easily place these in the about section of your channel for all to see when they visit your channel’s home page.
To make a playlist, stay in the Content section and select each video you want to add to your new playlist:
Then, select “Add to” and create a new playlist:
Now you can name that playlist and sort your videos easily for customers to see!
Use AdWords and Google Video Action Campaigns to run in-stream ads on YouTube
AdWords for video lets you show video ads in the YouTube search results before, during, or after videos. This can be done on YouTube and the Google Display Network.
Audience targeting tends to be broader. So your options include demographic-based data, like age, gender, or interests.
Video Action Campaigns are a simple and cost-effective way to drive more conversions on and off YouTube.
This also lets advertisers get some feedback about ads because they can easily see which ones people are watching.
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