The Creative Entrepreneur’s Guide to

VIDEO
MARKETING

Photo by Brooke Cagle

Table of Contents

1 2
KEY TIPS CREATING CONNECTION
THROUGH THE POWER OF
VIDEO MARKETING
By Mycah Burns
4
5 SOCIAL MEDIA PLATFORM
VIDEO MARKETING QUICK TIPS
By Anesha Collins

6 8 11
5 TIPS TO HELP YOU PLAN AND CREATING ACCESSIBILITY IN 5 STEPS TO TAKE BEFORE
FILM FOR VIDEO MARKETING YOUR VIDEO MARKETING STARTING A YOUTUBE CHANNEL
By Estrella Sansait By Erin Perkins TO IMPROVE YOUR VIDEO
MARKETING
By Trena Little

13 15 17
4 WAYS THAT VIDEO MARKETING 5 TIPS TO CREATE COMPELLING DISCUSSION QUESTIONS AND
WILL CHANGE THE WAY YOU DO VIDEO MARKETING FOR YOUR RECOMMENDED RISING TIDE
BUSINESS BRAND BLOG ARTICLES
By Kylie Carlson By Peter Aguilar

18
WHO WE ARE

TURN YOUR VIDEO VIEWERS INTO CLIENTS

Video marketing helps build your know-like-trust factor to increase qualified leads.
Once a potential client inquires, it’s of utmost importance that your inquiry and
onboarding experience reflects your customer’s expectations built during the
marketing phase.

With HoneyBook, you can provide a seamless experience that builds connection,
personalizes your automation, and more. As a Rising Tide member, you get 50% off
your first year of HoneyBook! Sign on for a free trial today to get started with a new
system that wows and gets you booked.

START FREE TRIAL

1 | Video Marketing

They say “video is the future.” An opportunity to connect with your ideal client, build
relationships, and make sales. You likely know you need to add it to your marketing
strategy, but where to begin? If you’re reading this guide feeling the pressure to add one
more thing to your ever-growing list of to do’s, we’re here to make sure you get quick
tips on getting started, why video matters, and the importance of things like Instagram
Stories vs. YouTube. Read along for insight from the video marketing experts.

KEY TIPS

1
BUILD YOUR KNOW-LIKE-TRUST FACTOR: Video marketing doesn’t just add one
more marketing tactic to your list, but rather gives you direct access (and even digital “eye-
contact”) to your ideal customer. It stops people in their tracks, gets them to pay attention,
and ultimately builds connections beyond many other marketing strategies. As a result,
you have greater potential to increase your Know-Like-Trust factor. The more eyes on your
content and connecting personally with your videos, the more likely your audience will feel

2
comfortable purchasing from you.

YOU NEED A PLAN… AND THEN TO JUST START: Whether you’re Type A or
more go-with-the-flow, video marketing content creation can feel a bit out of the comfort
zone for many. Wherever you land, a great place to begin is by mapping out your content
and what you’d like to convey. It could be via an outline, a goals sheet, or even talking
points… but the main thing you must do is just start. Don’t let having everything “perfect”
hold you back from creating. And if you’re looking for some tangible tips on how to create
your videos, check out Peter Aguilar’s article on page 15.

3
MAKE YOUR VIDEOS ACCESSIBLE TO ALL: One final key tip in video marketing is
to focus on making your videos accessible to all. On page 8, Erin Perkins shares amazing
resources and tools to offer accessible content to ensure all members of your community
can experience your expertise. You can start simply with one thing at a time: from captioning
your Instagram Stories to captioning your videos and course content, and in the end, have
the potential to provide inclusive content, reach more people, and even boost your SEO.

GET FEATURED
We believe in elevating the voices of our community, and we’d love to elevate yours!
Submit content for an opportunity to be featured in next month’s Rising Tide Society
TuesdaysTogether PDF guide. therisingtidesociety.submittable.com/submit.
2 | Video Marketing

Photo by Rachael Gorjestani

CREATING CONNECTION
THROUGH THE POWER
OF VIDEO MARKETING
Mycah Burns

Photo by Avel Chuklanov

The power of video is undeniable. The ability
to connect and communicate a message, an
experience, and an emotion is truly amazing.
Think back to a recent video you watched, and
why it caught your attention. One thing I always
look for is connection. If you’re like me, you
don’t want to be sold to or told what you need,
you want connection.
Owning a small business takes a lot of work, and
I know I can get sucked into the trap of making
everything about business and numbers and
figures... but what if we think about connection?
Even as an extroverted videographer, I don’t
like talking on camera. But, during this past
winter, on a whim, I tried an experiment. I shared
a series of Instagram Stories of myself talking
about shoveling snow outside our home in
Minneapolis, talking to my phone like I was
talking to a friend. I’ll be honest… I felt kinda silly
doing it (and secretly made sure my neighbors
weren’t looking), posted, and moved on with
my day. When I checked Instagram later, I had
WAY more comments than I ever do when I
post anything work related and had MULTIPLE
inquiries… in response to a shoveling story?!
And let me clarify.... My husband and I are
videographers and photographers, we are NOT
in the snow removal industry. What. The. Heck.
What about all of my actually GOOD photos &
wedding videos and thought-out posts?! Why
don’t people care about those as much as
watching me shovel? Because I was real. I was
myself. And I created connection. People in cold
states commented that they were doing the
same, and appreciated my combo of sassy and
positive comments. People in warmer climates
were blown away at the close up reality of snow-
filled life.
JUST START WITH VIDEO MARKETING
What if YOU could create a connection with your
audience, grow your followers faster, AND stand
out in a sea of a million voices? I think we would
all say YES, but then hesitate when it comes to
creating videos to use in marketing. Before you
freeze up and tell me you can’t create videos,
here’s my challenge to you: JUST START.
Think on these questions when getting started
with video marketing for small business:
• Where is your audience?
• How can you meet them?
3 | Video Marketing
InstaStories (or Facebook Live, IGTV, Snapchat,
etc.) are all great ways for you to simply show
up. You can practice in front of the mirror, or with
friends, or film it ahead of time instead of going
live, but just start. Share a glimpse of your world.
Create conversation. Don’t just ask people
if they are interested in your next business
offering; create that connection.
CREATE CONNECTION
Creating connection through video marketing
is more that just talking into your phone. You
can be strategic with your videos and start to
incorporate ads on Facebook and Instagram.
But again, think about what makes you stop and
actually watch... it’s that connection. Be real and
be honest (no one likes a skeezy salesperson),
and share why your offering is life-changing.
Also consider adding the text to the bottom
of your video to make your content more
accessible.
Find more tips on making your video
marketing content more accessible to all in
Erin Perkins’ article on page 8.
BE EYE CATCHING
What would it look like to create stunning video
content: to be eye catching and scroll stopping?
You can either hire a videographer to create
your content for you OR you can do it yourself!
Depending on what your business is and what
you sell, creating a few short videos to use on
different platforms and in ads is an incredible
way to take your business to the next level.
PAY ATTENTION
In the next couple days, pay attention to what
types of videos catch YOUR eye and challenge
yourself to get in front of the camera and film a
short video to create that connection with your
audience.
If you are interested in learning how to
create videos yourself, Bobby and I created
a FREE video for you all to get started! http://
redmonddigitalmedia.com/education Plus,
we’ve created a custom discount for the Rising
Tide community for our online workshop www.
learnhowtovideo.com to learn how to create
your own video marketing materials, to better
connect with your audience, and to learn how to
create videos as an additional service. Use the
code “RTS150” for $150 off.
MYCAH BURNS
Redmond Digital Media
Minneapolis, MN
@redmonddigitalmedia
redmonddigitalmedia.com
4 | Video Marketing

5 SOCIAL MEDIA
PLATFORM VIDEO
MARKETING QUICK TIPS
Anesha Collins

Photo by Brooke Cagle

With video marketing, there are a lot of things to consider. Most of the time business owners simply
don’t know where to start. They give up before they try when it comes to video marketing because
it seems too complex to even take on at a beginner level. I’m here to tell you that this isn’t true. I’m
also here to tell you that, by 2021, video marketing will be the number one method of marketing and if
you’re not incorporating video marketing into your brand and advertising strategy (in some form), you
will be left behind.

WHAT IS VIDEO MARKETING?

If you’re wondering what video marketing actually is, it’s a developed plan using video to convert
and connect with your target audience or ideal customer. For my business, this includes using video
at multiple touch-points within my customer’s journey. For example, my blog (which serves as a
resource), Facebook, Instagram, emails, and more. Having a guide to help you get started is the best
way to introduce you to how easy it really it to use video in your business so you can remain top of
mind and tip of the tongue.

Gone are the days where business owners (that’s you) can hide behind the camera and never or rarely
show their face outside of other their corporate headshot on their website. People want to know WHO
is behind the brand and they also want to make some kind of connection with you. Video is the easiest
way to do this!

Start with these video marketing tips for social media. Pick at least two platforms that you know your
audience is on and start nurturing those. After you’ve gained some momentum, come back to this list
and work on three additional platforms. Ultimately you want to have a total of five; with the first two
platforms you’ve chosen being the main platforms that your audience is on and engaging with you the
most on.

Video visual-presence within your brand not only increases search engine optimization, but it helps
you to stand out and remain top of mind; especially if others within your industry or niche aren’t using
video to market their brand or business. As a business owner, this puts you in a greater position of
leverage to not only be the number one solution to what your clients needs, but to also remain tip of
tongue because you’re who they remember and go to first.
5 | Video Marketing

Whether you’re inexperienced with video marketing or

ANESHA COLLINS
feel like you need a little more hand-holding to excel
Unashamed Imaging
at video marketing, LEARNWITHAC can help you! To
Orlando, Florida
find out where you should start using video-marketing
@unashamedimaging
in your business, take this free quiz. You’ll also receive
unashamedimaging.com
a “Marketing To-Do” List with your quiz results!

6 | Video Marketing
5 TIPS TO HELP YOU
PLAN AND FILM FOR
VIDEO MARKETING
Estrella Sansait
Want to use video content to grow your
audience and become an authority figure in your
niche? The most strategic way to do that is to
create video tutorials aimed directly at your ideal
clients or customers.
Why create video tutorials?
1. You’re showing off your expertise. By
creating video tutorials, you literally show
people how much you know, and help
increase your audience’s trust in you, your
skills, and your products or services.
2. You’re helping people who might not yet be
ready to purchase your products or services.
If you’re like me, you started your business
to help others, but you know not everyone
can afford your services. By creating video
marketing content that is freely available to
everyone, you can provide value and help to
so many more people.
3. It’s easily discoverable by non-followers.
YouTube is a search engine, and every day
millions of people are looking for answers.
By creating video tutorials, you’re making
it more likely for your ideal clients to find
you when they type their questions into the
search box.
Now that you know why you should be filming
video tutorials, let’s jump into how to effectively
plan and film a video tutorial.
Photo by Alexander Dummer
HOW TO EFFECTIVELY PLAN AND FILM
YOUR VIDEO MARKETING
Tip 1: Create an Outline
It is key you have a video outline created before
you hit the record button. This is important for
three reasons:
• You’ll feel more prepared and confident
when recording. By the time you’re in front of
the camera, you’ll already be familiar with the
points you want to make.
• It will help you plan your shot list so you can
keep track of what footage you’ve already
recorded.
• It will make the post-production phase a lot
easier because you (or your video editor) can
use it as a guide while editing your video.
Does this mean there’s no room for spontaneity
during the filming phase? Of course not!
The outline you create isn’t set in stone. While
recording, you can make any changes you’d
like, just make sure to note them down on your
outline so you don’t forget.
Tip 2: Make ‘Eye Contact’
It’s important that your viewers feel like you’re
talking to them when your face is on camera. To
create this effect, place your camera at eye-level
and make sure that you’re looking at the camera
lens while recording.
7 | Video Marketing

Making eye contact (even through a screen) can help your audience feel like you’re talking directly to
them, creating a stronger sense of connection.

Tip 3: Capture Quality Audio

With videos, visuals aren’t the only thing that matter, sound is just as important. Aim to record clear
audio so that your audience doesn’t have to strain to hear what you’re saying.

When recording, make sure to speak clearly, and loud enough for your mic to pick up your voice.
Minimize background noise by closing the doors in the room you’re recording in, and lay down some
blankets on hard surfaces to reduce echoing.

If possible, have any pets, children, or spouses hang out in another room. This will help reduce excess
noise and keep you from becoming distracted. When watching the playback of your test recording,
make sure to check the quality of the audio as well.

Tip 4: Be you!

Don’t try to pretend to be what you think your audience wants you to be, just be you. Your personality
is one of the key things that will make you stand out from other entrepreneurs in your niche, and will
help build up the ‘know, like, and trust’ factor in your business.

Tip 5: Don’t Be Afraid to Mess Up

One of the advantages of producing video content is that you can always edit out the bloopers, so you
don’t have to worry about recording a perfect shot from start to finish. That said, having to retake a
shot because you said the wrong thing or lost your train of thought isn’t fun and can be disheartening.

Here’s what you can do to power through that feeling of frustration.

Reset
If you find yourself getting frustrated while filming your video, take a break to reset your focus and
energy. Take a few deep breaths, put on your favourite song, or watch a few cat videos.

Start Again
Once you’ve reset, the important part is that you try again. Maybe you need a day to reset, or maybe
even a week, but don’t give up. For most people, filming videos doesn’t come naturally, and it will
probably feel uncomfortable at first. But practice makes progress, and after you’ve done a few videos
it will get easier.

If you’d like a worksheet to help you implement these tips while you plan and film your next video,
grab the Video Prep Worksheet here.

ESTRELLA SANSAIT
Video Editor for Creative
Entrepreneurs @ La Chispa Studio
Madrid, Spain
@lachispastudio
www.lachispastudio.com
8 | Video Marketing

Photo by Austin Distel

CREATING
ACCESSIBILITY IN YOUR
VIDEO MARKETING
Erin Perkins

Before I started my business, I worked as a graphic designer for the same company for 11 years. Until
one day, I got laid off. I was devastated. This job was literally all I ever knew.

I’ve been told that certain opportunities will never be available to me.

I’ve been told that there will always be an upper limit to what I can do professionally.

...all because I was born deaf.

When I applied for other jobs, I was either (1) immediately written off because of being deaf or (2)
offered a much lower salary than my experience level.

I got tired of being told what I couldn’t do by everyone else.

So I dove in head first into the online world of business. I was amazed at HOW much content was out
there, but there was a slight problem. All this content wasn’t accessible to someone like me. I may be
able to speak, I may be able to hear some (I don’t read lips!), but I still have obstacles with being able
to understand videos and podcasts.

There is so much GOOD stuff out there that I feel like I’m completely missing out! With all the
technology that’s available out there, why isn’t it easier for me to access this content? Why aren’t things
better than they were 10 years ago? I know some of us have gotten to the point where we just accept
things for the way they are. But I really couldn’t accept things for the way they are because I truly
wanted to make my business work, and I needed access to some of the most incredible content that is
being put out there.

The challenge I faced was how could I approach someone to make this content accessible to me, and
would they see value in it?
9 | Video Marketing

The answer I came up with was to JUST ASK. The worst they can do is say no… or not respond at all.

Guess what? Every time I asked someone about accessing their content, they were incredibly gracious,
and would ask me what they could do to improve accessibility.

Here’s the problem, I really wasn’t sure. I’ve always had limitations, and just made do with what was
available to me. But, the reality is, if I was going to make this business thing work and have it not be a
complete fluke, I was going to need to figure it out.

I suggested transcripts, adding captions to videos, highlight notes, ANYTHING that they could do that
wasn’t too much extra work for them. I didn’t want to demand anything because I knew most of these
people were likely one-person operations, and they were just trying to make it work just as much as I
was.

Here’s the thing, I don’t necessarily expect everyone to think about making their content immediately
accessible to everyone because honestly, you’re designing your courses, your podcasts, your videos
for who your dreamies are. I’m just here to give you a little glimpse of how beneficial it could be to
make your content that much more accessible.

WHY IT’S IMPORTANT TO MAKE YOUR VIDEO MARKETING CONTENT ACCESSIBLE

First and foremost, SEO capabilities! Once you’ve got your video transcribed or captioned, you’re
going to be able to repurpose it in several blog posts. Take that material and make it into Pinterest
posts.

When you do videos, think about how often people watch videos on their phones, and how often they
likely have it on mute. I never have the sound on, so when I’m scrolling and I see captions, I’m that
much more likely to watch.

Within Instagram, for some reason, more and more people scroll through Instagram stories. I can’t tell
you how many times I skip over someone’s Instagram stories because they haven’t typed out highlight
notes or even have some sort of visual to share with what they’re talking about. On the Apple platform,
they’ve got this fabulous app called Clipomatic. I REALLY love when people use it because I now know
what they’re talking about and I’m able to engage more with you!

KEY TOOLS TO MAKE YOUR VIDEO MARKETING Get more ideas on how to use Pinterest
CONTENT MORE ACCESSIBLE to drive traffic and sales for your business
from the experts.
Headliner
• Video Transcripts Download the Ultimate Guide to
Audiogram Pinterest for Business.
• Translate audio into video
• Full videos for YouTube up to two hours
• Also available for other platforms
10 | Video Marketing

Rev
• Transcription - Audio to Text: $1 per minute
• Caption Your Videos: $1 per minute
• Foreign Subtitles: $3-$7 per minute
Clipomatic
• Instagram Captions on iPhone: $4.99
• You can edit your captions
Otter.ai
• This is more for voice notes, but I’ve used it to transcribe videos that aren’t captioned. While it’s not
the most accurate, it still has helped me immensely.
Amara
• The multi-award winning Amara Public Editor is FREE and super easy to use. All video and subtitles
are public, and open for collaboration when using this platform.

Google Voice Typing

ONE LAST THOUGHT ON MAKING YOUR VIDEO MARKETING MORE ACCESSIBLE

As a business owner myself, I can completely understand how much work it is to make sure your
content is accessible, and you need to see the value in it. My best piece of advice is to start with one
thing at a time. Start with captioning your Instagram Stories. Get comfortable with it. Then if you create
videos and have the budget for it, start investing in captioning your videos! I’m looking forward to
consuming more content, and hope that you’ll consider making it accessible for people like me!

ERIN PERKINS
Mabely Q
Silver Spring, MD
@mabely_q
mabelyq.com
11 | Video Marketing
5 STEPS TO TAKE
BEFORE STARTING A
YOUTUBE CHANNEL TO
IMPROVE YOUR VIDEO
MARKETING
Trena Little
As we continue to accept the importance of
video content in the year 2019, I still find most
small businesses avoiding or putting off starting
a YouTube channel. Whether it’s the fear of
being on camera or the overwhelm of where to
even get started, not using YouTube is such a
missed opportunity.
WHY IS YOUTUBE IMPORTANT FOR YOUR
VIDEO MARKETING STRATEGY
While most of us use YouTube on the daily, many
small business owners aren’t quite sure how
YouTube is going to work for their business. I’m
told all the time that, “I don’t think my audience
is on YouTube.” To that I typically ask, is your
audience on Google?
You see, Google owns YouTube. And when
you have a video on YouTube, plus embed that
video to a blog post on your website, you could
potentially have two front page Google search
results. Not to mention, YouTube alone is the
second largest search engine in the world.
Here are your first steps to getting started on
YouTube to ensure the time you put into creating
YouTube content actually pays off!
5 STEPS TO TAKE BEFORE STARTING A
YOUTUBE CHANNEL TO IMPROVE YOUR
VIDEO MARKETING
1. Let Go Of Perfection
You first need to have a mindset adjustment.
This is the biggest hurdle I encounter when
Photo by Hermes Rivera
working with business owners getting started
on YouTube. You want to have the perfect video
equipment, the Pinterest perfect background,
and it needs to be the “perfect time for your
business.”
But here’s the thing, nothing will ever be perfect.
And more importantly, your audience isn’t going
to connect with perfect. Your audience wants to
get to know you. They want to feel like they are
learning or watching a friend who cares about
them. There are so many choices to buy from
today, and your people are going to hire you
when they feel most connected to you.
2. Know Your Value
One of YouTube’s superpowers is being able to
get your videos in front of your target audience
better than any other platform! But you have to
clearly understand what value your channel is
going to provide to viewers.
This is called your channel value proposition.
And while you may want to help the world, the
riches are in the niches on YouTube. Just like on
regular TV, we go to ESPN for sports and we go
to HGTV for Fixer Upper.
Start thinking about, who do you want to speak
to on YouTube? What value is your channel
going to provide your audience? Why will your
audience come to your channel?
3. Research Your Content
If you are going to put time into video marketing,
my goal for you is that you are creating videos
12 | Video Marketing
that reach your audience, connect with them,
and more importantly, convert them.
The best place to search for great video
ideas is YouTube! If you start typing a video
idea into YouTube, the YouTube search bar
tries to predict what you are going to type by
suggesting actual search phrase people are
searching on YouTube!
For example, I started to type in “How to grow
an insta” and you can see the video ideas
YouTube is already giving me:
1. How to grow an Instagram account from
scratch
2. How to grow an Instagram Art account
3. How to grow an Instagram account
organically
4. Focus On The Right Optimization Elements
When it comes to optimizing YouTube, so
many people worry about using the perfect
video tags. While yes, this is a step in YouTube
optimization, it’s not as important nor should
you waste much time on this step. Spend more
time on the following optimization elements.
Thumbnails - This is your video’s primary
marketing material and how you are going to
get people to watch your video. Best practices
for thumbnails include having your face on the
thumbnail because we as humans are more
likely to click on a video when we can see
the whites of your eyes. Also have a pop of
color so your thumbnails stand out on a white
YouTube background.
Title - For a long time it was thought if you just
stuffed as many keywords as possible into your
video title, your video would perform better. But
we need to be optimizing our video titles for
humans. Humans are the ones who are going to
decide if they want to watch your video based
on the thumbnail and title, not an SEO robot.
Audience retention - You want to create valuable
content that gets the viewer to the end of your
video. The key metric we see channels hitting
when YouTube starts recommending more of
their content, is when your videos are hitting
50% of audience retention at the end of your
video. This just means, of all the people that
clicked on your video, 50% are sticking around
to the end.
5. Create A Schedule
Consistency on YouTube is key for your video
marketing strategy. Posting once a week is all
you really need to see great results. It’s best to
remember quality over quantity here.
So how do you start planning all of this out?
Batch film your videos. If you are going to take
the time to set up all your equipment, make sure
you have a quiet house, and do your hair and
make up, try to film a couple videos at one time.
I suggest setting a goal for filming 4 videos at
a time, that way you are done with your video
content for the month!
TRENA LITTLE
YouTube Strategist
Greencastle, PA
@trena_little
trenalittle.com
13 | Video Marketing

Photo by Georgia De Lotz

4 WAYS THAT VIDEO

MARKETING WILL CHANGE
THE WAY YOU DO BUSINESS
Kylie Carlson

Video marketing has grown in the event industry significantly as creatives have discovered its direct
link to increased sales. In fact, recent studies have found that 74 percent of people who watch a
product video decide to buy it. It’s also an extremely effective way of reaching on-the-go mobile users.

How often do you find yourself scrolling through social media, only to linger on the videos splashed
throughout your timeline? The auto-play feature weaves video content into our media consumption
seamlessly, and video has been shown to draw users in more than any other type of content.

With that in mind, it’s hard to dismiss the impact of video marketing — let’s look at some ways to
implement it in your business for continued growth.

LIVESTREAMING

Facebook and Instagram now both provide live platforms to broadcast video content to masses far
and wide. The “live” aspect makes it very intimate and authentic, as there are no scripts or re-dos. It’s
a great way to share behind-the-scenes moments, sneak peeks, company news, and events with your
audience. It really provides followers with an insider feel and further engages them with your brand
story. Plus, you don’t need to spend a ton of resources on curating highly-edited videos.

EMAIL MARKETING

Videos aren’t just for social media; they are quickly becoming a popular aspect for email marketing as
well. You could use an informational video as a lead magnet to capture emails, then embed a series of
video webinars into an email funnel to market your services. Testimonials and case studies also make
great fodder for video content; share it on your website and via emails to quickly build third-party
credibility.
14 | Video Marketing

VIRTUAL REALITY

No longer a thing of the future, virtual reality is making an impact in the business world here and now.
While the technology is still being developed to reach its full potential, we’re seeing virtual reality as
an excellent platform for storytelling. This provides businesses with new tools to build genuine one-
on-one relationships with both prospects and clients. Show off your venue or give them a look at the
décor digs in your warehouse — the possibilities are endless.

CONSUMER CONTENT

There is a lot of value in user-generated content, as it takes virtually no resources to share to your
followers. We are seeing businesses shift from creating videos in-house to sourcing consumer videos,
like product reviews and brand shout-outs. Consider creating a hashtag for clients to share more
about their experience; then, you only need to spread it through your own channels. The benefit of
shared UGC is the pure authenticity, which speaks volumes to others who may be considering your
services.

Simply, there is no downside to video marketing. While it may take some time to get outside of your
comfort zone and embrace the record button, rest assured that you are taking the right steps to
building strong, engaging relationships with your followers that will show in positive referrals and
increased revenue.

KYLIE CARLSON
International Academy of Wedding & Event
Planning
France
@weddingacademylive
weddingacademyglobal.com
15 | Video Marketing
5 TIPS TO CREATE
COMPELLING VIDEO
MARKETING FOR YOUR
BRAND
Peter Aguilar
What is video marketing?
I know it might sound crazy, but the term “video
marketing” doesn’t have to be synonymous with
“sales-y ad!” Video marketing can mean creating
a fun product tutorial, sharing behind the
scenes, providing useful educational content, or
inviting others to talk about their experience via
a testimonial.
Luckily, (and contrary to popular belief!), video
marketing doesn’t have to be complicated
and it doesn’t have to be expensive- I’m
looking at you, all my hustlers, grinders, and
fellow entrepreneurs-on-a-budget. With a little
creativity, strategy, and investment in the *right*
tools (vs. ALL the tools), you can create great
video.
HERE ARE 5 TIPS ON HOW TO CREATE
COMPELLING VIDEO MARKETING FOR
YOUR BRAND.
1. Tell a story
Most businesses tend to start with their story
(why their product is great, how amazing the
company is, etc). I suggest you flip that around
and tell the customer’s story. Tell a story they
Photo by AJ Garcia
can see themselves in or that they want to be
part of. Use your branding 101 skills here: who
is your ideal customer? What do they need
and how can you position yourself as the tool
that helps them get there? Start with mapping
this out first and you’ll already be ahead of the
curve.
2. Keep them wanting more
Yes, you want to get the point across. But also
yes, the average consumer has a very short
attention span. Capture their attention, deliver
the message, then shut it down before they
have a chance to get bored. There is a time and
place for great longform video, but marketing
videos are rarely it.
3. Think about the visuals
No one wants to watch a dark, grainy video.
Obviously, equipment plays some role here
if you want to get technical, but in all reality,
you can capture some really decent video with
most phones. So get picky about what you
can control. Shoot in good lighting. Assuming
you don’t have good lighting equipment, find
a nice, well-lit (ideally with natural light) space
to film in. Keep your hand steady (a tiny tripod
16 | Video Marketing
will work wonders here). If you are moving
or panning, do it as smoothly as possible (I
recommend purchasing a small gimbal if it is
at all in budget). Lastly, consider the direction
you are shooting: is it primarily for Instagram?
Shoot vertically. Primarily for Youtube? Shoot
horizontally. Can you modify your video for
either? Yes. But you should think about where
the majority of your viewing traffic will be
directed and shoot accordingly.
4. Nail the sound
Make sure your sound is clear. If someone
talking on screen is part of the video, be sure
your recording equipment is at an optimal
distance for good sound. Try to minimize
background noise and distractions as much as
possible by shooting in either a quiet location,
or at a less busy time of day. Consider utilizing
a small microphone to amplify the speaker’s
voice. It makes a world of difference and
doesn’t have to cost a fortune. If you are using
the sound only as a voice-over, you’ve got
more options. You’ve probably all heard this
trick, but in case you haven’t, try recording in a
closet full of clothes (or even under a blanket).
There’s a lot more to this explanation, but
essentially you’re reducing reverb as the soft
surfaces trap soundwaves before they bounce
back to your mic.
Photo by Sarah Sharp
5. Pull it all together
This goes back to the beginning. How are you
going to tell your story? There are so many
different software options you can use to make
edits, but the biggest thing you need is your
creativity and your mind. You can figure out how
to use whatever software you decide on (Hello,
Google). Things to keep in mind: make sure
every edit has a purpose. Cut everything that
isn’t serving your story. And don’t forget to play
to emotions. Video is the perfect place to do
this. Introduce some drama with your transitions,
make cuts that coincide with key parts of the
message, and pick the perfect music to tie it all
together.
At the end of the day, just press record. I’m
not saying there is never a time or place for
professionals or big, expensive equipment.
I’m just saying, that time doesn’t have to be
ALWAYS, and you don’t need to wait for a huge
budget to start creating some really amazing
video marketing content for your brand.
PETER AGUILAR
Aguilar Dev
Cape Coral, FL
@soy_pete_aguila
aguilardev.com
17 | Video Marketing

DISCUSSION
QUESTIONS

1 Do you currently use video marketing for your business? What is your best tip?

2 What is one way you’d like to implement video marketing in your business?

3 How can you implement accessibility in your video marketing strategy?

4 Are you a user or consumer of Instagram Stories? What do you like most about
them?

5 Pair with a partner and brainstorm three educational or promotional topics you
could share about via video marketing.

6 Are you more likely to buy from someone if you can consume video content
they’ve created? Why or why not? Discuss as a group.

RISING TIDE | HONEYBOOK BLOG POST

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Stories for busy web-preneurs

Disclaimer: The advice featured in this guide and on the blog was sourced from our community members for sharing of general information and knowledge.
For specific legal, tax, mental health, and professional advice, please consult an authorized professional.
 WHO WE ARE

The HoneyBook | Rising Tide team believes an empowered creative economy will
change the world. By elevating the voices of creatives, sharing their stories, and
building a thriving online and offline community, we support creatives in their pursuit
of a sustainable livelihood.

Empowerment begins with saving creatives time and money. HoneyBook helps
creative entrepreneurs manage their businesses more efficiently so they can do
more of what they love. With HoneyBook, creatives can send brochures, proposals
and invoices; create the ideal customer experience; and track payments – all in one
place. Equally as important are sharing knowledge and providing support. That’s
why Rising Tide is a community and living library of educational resources, including
blog content from thought leaders, monthly guides, online summits, and over 400
monthly meet-ups across the world to help creatives succeed in business.

We’re also passionate about supporting the communities around us. To date, we’ve
given over $130,000 to nonprofits including Pencils of Promise, The School Ses-
sions, U.S. Dream Academy, The Birthday Party Project, Thirst Relief and more.
We’ve also partnered with Pencils of Promise to build a school in 2018 funded en-
tirely by community donations through our 2017 RISE Summit.

We believe that magic happens when creatives gather, support one another and are
empowered to pursue their passions. We believe in community over competition.
We believe in empowering the creative economy to rise together.

Photo by Laura & Rachel