Video series are one of the best ways to market your e-Course and lead your prospective participants through an educational and engaging process that builds trust and credibility and importantly creates a desire to work with you further.
One of the key reasons they are so effective is that they cater to all learning styles – visual, audio and kinaesthetic.
Visual learners can watch the videos, audio learners they can listen to the videos and by adding a downloadable action orientated handout you can cater to the ‘doers’ (kinesthetic learners).
In this blog I am going to guide you through how to come up with a strategic video series for your e-Course and also take you through the key steps on how you can create one.
I’ll also be showing you examples of my previous DIY video series and my new rebranded and custom designed one to show you that anyone can do this (even on a small budget).
1. Decide on your topic
Firstly you need to come up with a topic for your overall video series.
What are you going to help people with? What problem are you going to solve and how can you communicate that to your ideal client in a desirable way?
My first video series was ‘the Secrets of 5-figure Launches’ and it was focused on those wanting to hit 5-figures in their e-Course launches. My new video series has been named ‘the Strategies for Epic e-Course Success’.
Using words like secrets, strategies or formula in the name and marketing peaks curiosity and desire to know the answer – just make sure you actually provide them with the answer!
2. Determine the focus and objective of each video
Each video should have an aim and each of your videos should do at least one of the following:
- Build connection, trust and credibility
- Overcome objections and fears to working with you
- Provide genuine value
- Inspire and motivate
For example in my video series:
- Video 1: e-Course Idea – Introduces myself and my story and overcomes the objection of not having an e-Course idea.
- Video 2: Top 10 Mistakes – Builds trust and credibility by showcasing my range of expertise, overcomes a range of objections and provides genuinely valuable training.
- Video 3: Fears – overcomes a range of fears and blocks around creating an e-Course and also inspires and motivates.
So when you think about your video topics – these are not randomly chosen – they are strategic and each serve a distinct purpose.
3. Create your training
There are different ways to create a video series from DIY to professional design.
My first video series was created with a newborn at home. I did not have the time or energy for professional hair and make-up or professional videography.
I recorded intros and outros in one afternoon using my webcam, screen recorded voice over PowerPoint presentation (using Camtasia) and then outsourced editing and a basic animated intro. Remember that your video can be face to camera, voice over powerpoint or some other medium or a mixture of both.
I also created a handout for each video and had these professionally designed by a graphic designer.
The cost of this was around $500 but all of this you could do yourself using Camtasia and a program like Canva for the handouts.
For my most recent video series I had professional hair and make-up done, set up a nice background to film in, hired a videographer to record and edit intros and outros, had my graphic designer create a branded powerpoint presentation and had my designer re-design all the handouts. The cost of this was multiple thousands of dollars.
4. Host your video series
Once you have recorded and edited your videos and created some sort of resource or handout you need to decide how to host these videos so that people can effectively view them.
I host my videos using Vimeo Pro ($10/month) so that I can make my videos completely unlisted.
In my first video series I then used Lead Pages to house the videos using their purpose built templates.
You can find these under Templates>Launch>Launch Funnel Page in Lead Pages.
There are a few tricks to setting up these templates but there is a great tutorial here.
The way these templates work is that each video has its own page with its own unique URL. When viewing video 1 you don’t link videos 2 and 3 but on the video 2 page they can navigate back to video 1.
It is great to include a Facebook comments function to increase engagement and when you get to the last video you can add a ‘buy now’ button.
I did get a few images designed for each of the the graphics for each video and the resource download image was created using Canva.
It is worthwhile spending just a little for a few professional graphics, however, Canva is great for creating these types of graphics and Lead Pages does allow you to use your brand colours.
Below is an image of the Video Series pages I created using Lead Pages.
For my most recent video series I engaged a web designer to create a beautifully custom designed site to host my video series (as part of a full package to rebrand my entire platform for e-Course Launch Formula).
To have your video series pages custom designed (including opt-in page, thank you page and hosting pages) expect to pay $1,000+.
5. Create an opt-in form
Once you have your videos edited and set-up on a platform like Lead Pages or custom designed it is time to create an opt-in page that you link to your mailing list.
For my first video series I used a Lead Pages template for this as well. I had a background image designed but you can also just use their templates and add a plain stock photo or one of your own photos.
Lead Pages integrates with most mailing providers and once you learn it is quick and easy to set-up.
It is worth testing some different templates and copy for opt-ins and monitor which page convert best for you.
I generally aim for around 30-60%+ conversion on these pages (higher if sending warm leads such as my list).
You can also search their opt-in templates by conversion rates.
The template below is the Lead Pages “Basic Squeeze Page aligned to the right”.
One of the things I love about lead pages is the conversion information it gives you for each opt-in page.
Another tip is to use one of their thank you page templates that you can set your opt-in to direct to after people submit their emails that has social sharing functionality.
I’ll show you a custom designed example below which has resulted in a lot of viral sharing during this launch.
For my most recent video series my opt-in page was designed as part of a larger package by my web designer. On this page we included three different ways to opt-in plus plenty of copy about the video series.
Here is my custom designed thank you page with social sharing functionality.
You will also want to create an autoresponder that people receive when they opt-in which sends them an email on set timeframes or dates that direct them to each video in the video series and then some sales emails at the end.
You can set-up integrations in Lead Pages so that you can add people to a specific list and automatically start them on an auto responder sequence for your video series.
6. Market your video series
Finally you want to promote your video series. I recommend that you have some promotional graphics created and then promote:
- to your list
- via social media
- using Facebook ads
- through your affiliate program
- in groups that allow promotional posts and
- any other ways you can think of!
Here is an example of my promotional graphics from the first video series and the most recent one. The original one I designed in Canva and the current one was designed by my graphic designer.
DIY or Go Pro?
This really comes down to your ability to source the money to invest and how you want to show up in the market.
I did quite well from my DIY version and it was all I could handle at the time with a newborn.
However, I fundamentally believe that big success takes big investment and that showing up with totally professional branding and production makes a statement to the world about the professionalism of your business.
I hope that this has been useful to you and I want to leave you with the final inspiration that my ‘budget’ video series had over 2,000 people opt-in in the first time I ran it for a very small monetary investment and this current one has been even more popular and successful with amazing engagement.
Camtasia -for screen recording and video editing
Canva – for DIY graphics
Vimeo – for video hosting
Lead Pages – for opt-in pages and video hosting templates
Ellissa Jayne Creative – my web designer
Amanda Genther – my graphic designer