In 2017, at our April luncheon, Jeff Julian presented on understanding what goes into producing valuable video assets. In September 2017, we invited Jeff back to host a video focused workshop where he dove even deeper into the topic of video marketing.
2. Jeff Julian (Software and Content Developer)
• Author of Agile Marketing: Building Endurance for Your
Content Marketing Team
• Co-founder of EntepriseMarketer.com, An Online
Community for Marketing Teams
• Co-founder of AJi, Content Management Agency
• Co-founder of Squared Digital, Digital Marketing Agency
and Media Company
• Founder of Geekswithblogs.net, Largest Technical
Blogging Community (2003 – 2012)
3. The World We Know Today in Marketing
For most of us…
• We get into the office each day and rummage through emails to find
marketing requests from other departments
• We update our website using cumbersome tools IT folks created for us (but
really them)
• Our social media and content marketing strategies are lacking or non-
existent
• We are afraid we are not differentiating enough, but we don’t have the
courage (and budget) to take the leap.
4. Status Quo is Dead, We Have A Serious Problem
• Sales Teams are having troubles reaching customers
• Email is getting ignored
• Social Media networks are monetizing views
• Blogging technologies for subscriptions are dead
• Direct Marketing is expensive and mostly ineffective
• Events are saturated with sales professionals and SWAG for Leads
…
• Marketing is being asked to show ROI (Return on Investment)
8. But…
We Don’t
• Have Budget to Produce Videos
• Have Anyone on our Team That
Can Produce Videos
• Have Time For Another Content
Time
• Watch Videos, So Why Would
Our Customers?
We Can’t
• Just Adopt A New Strategy Now
• Ask for Approval Without
Validation
• Show Competitors Who Are
Using Video
• Prove Video Works
10. What If…
65% of Executives Visit a Website
After Watching A Marketing Video
59% of Executives Would Rather
Watch Video Than Read Text
11. What If…
YouTube Mobile Video Consumption
Rises 100% Every Year
1/3 of All Online Activity is Watch
Video
12. What If…
92% of Mobile Video Consumers
Share Videos with Others
90% of Online Users Say Product
Videos are Helpful When Buying
13. But What If…
Video in Email Leads to 200-300%
Increase in Click-Through Rates
75% of Executives Watch Work-Related
Videos on Business Websites At Least
Once a Week
14. A Few Examples To Help Us On Our Journey
Lead Generation – Moz Sales Enablement - Volvo
https://moz.com/blog/category/whiteboard-friday https://www.youtube.com/watch?v=M7FIvfx5J10
15. A Few Examples to Help Us on Our Journey
Customer Education - Apple Events – Enterprise Marketer
https://www.youtube.com/watch?v=XBfk1TIWptI https://enterprisemarketer.com/videos
16. Video Marketing Strategies
• None - Random mixture of video spread out for testing purposes or just a Spray-
and-Pray approach to marketing
• Simple – Product or site teasers, demos, about our company, how-to support
videos, etc. Traditionally YouTube or Vimeo (aka Cheap) served videos.
• Moderate – Content Marketing series, event recordings, enhanced webinars,
case studies, project overviews, sales proposals. Consistent use of video
content within digital assets.
• Complex – Live events, documentaries, media or television network content,
daily updates, on-demand series. Dedicated team for producing video.
21. What Goes Into Producing Video Assets?
Ideas Content Video Analytics
Strategy Landing Page Cameras / Microphones –
Recording Devices
Analytics and Tag
Management Tools
Personas Scripts Actors / Talent / Legal Reports
Budgets / Resources Transcripts Lighting / Locations / Power Integration to Customer
Relationship Management
(CRM)
Journey Social Media / Promotion Software / Effects /
Computers
Integration to Marketing
Automation (MA)
22. Pick Your Video Production Approach
• Agency – Creative, Advertising, or Marketing agencies can offer full
package solutions for video production. You provide the idea, and they
provide the content, video, and analytics.
• Independent Contractor – This is your freelance video production
professional. Might be a wedding videographer or another creative
wanting to work on their own. You provide the idea, content, and
analytics, and they provide the video.
• In-house Team – You either train or hire a video professional or team to
produce your content. These are fulltime members of your content team.
You provide idea, content, video, and analytics.
27. In-House Production – Strategy : None
Basic Workflow
• Use Your Phone and a Simple
Recording Device
• Edit with Online Tools or Simple
(Free) Software for Home Users
• Publish on YouTube, Facebook,
Snapchat, or Instagram
• Promote with Native Social
Media Tools
Cost Estimates ($800+)
• Camera / Audio - $500 (Phone,
Portable Recorder, GoPro)
• Lighting - $50 (Use Available
Light, Simple LED)
• Talent - $0
• Accessories - $250 (Tripod,
Memory, Bag)
28. In-House Production – Strategy : Simple
Basic Workflow
• Use dedicated camera and
audio for recording footage
• Edit with iMovie or basic video
production software
• Publish on YouTube, Facebook,
Snapchat, or Instagram
• Landing Pages on website,
promote with social media,
collect basic analytics
Cost Estimates ($5,000+)
• Camera / Audio - $1,500
(Consumer DSLR/Lens Kit, (2)
Tascam Recorder / Lapel Mic)
• Lighting - $500 (Two – LED
Lightbox Kits with Batteries /
Stands)
• Talent / Location - $1,000/shoot
(Variable)
• Accessories - $2,000 (Tripod,
Storage, Computer, Bag, Software)
29. In-House Production – Strategy : Medium
Basic Workflow
• Storyboard concepts and create a
shot list and position diagram
• Scout location and schedule
talent
• Secure contracts for rights and
licensing
• Test equipment and pack gear
• Setup location and test equipment
again
• Record collection of footage
based on best use of time and
facility
• Backup footage and audio,
teardown equipment, and
inventory assets
• Create production schedule and
produce assets
• Release content via Private Video
Cloud, Publish via CMS, Social
Media, and Email
30. In-House Production – Strategy : Medium
Cost Estimates ($20,000+)
• Camera / Audio - $8,000+
• 2+ Cinema Cameras ($2,000 to
$12,000+)
• Professional Lens Set ($2,000 to
$10,000+)
• Multi-track Field Recorder with
Professional Shotgun or Wireless
Microphones ($2,000+)
• Lighting - $2,000+
• 3+ LED & Power Packs ($1,500)
• Light Stands and Sandbags ($500)
• Talent / Location - $2,000+
/shoot (Variable)
• Accessories – $7,000+
• Off-camera Recording ($1,500+)
• Hard Gear Cases for
Camera/Lenses/etc. ($1,500+)
• Cables and Backups ($500+)
• Pro-Quality Software ($2400/yr.)
• 2+ Cinema Tripod ($750+)
• Gimbal or Rail System ($500+)
31. How to Win with Video Marketing
1. Start small, like REAL small
2. Look at the pain points of your consumers/leads and ask how you
can use videos to help solve their troubles.
3. Find a local video professional group to learn from
4. Commit to producing content for six months and align
measurements with influenced-revenue goals (net new sales /
existing customers)
5. Become an video content evangelist within the organization
6. Survey, survey, survey…
42. Thank You!
Text MARKETING to 66866
or
email jeff@enterprisemarketer.com
to join the EnterpriseMarketer.com and get the
slides for this presentation.