When it comes to growing your organization, whether you're trying to attract new leads or engage current customers, video marketing is a no-brainer. But getting started or knowing how to leverage video to actually achieve your organizational goals can be tough. In this presentation, we'll talk about the best ways to use video at each stage of the sales and marketing funnel, the importance of authenticity, and the formula needed to make video a marketer's secret weapon for success. Originally delivered at the American Marketing Association Leadership Summit in Chicago, April 2018. For more information about Ali Schwanke or Simple Strat, visit simplestrat.com.

1. The Secret Weapon
Every Marketer
Should Be Using
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Ali Schwanke, CEO & Founder | Simple Strat

2. WHAT WE’RE USED TO
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3. Simple Strat is the marketing agency for companies that
are serious about growth. By leveraging a proprietary
strategy and planning process, we establish a roadmap to
increase qualified leads and close more sales.
Our services include inbound marketing, digital marketing,
video production, and sales enablement. Simple Strat is a
certified Silver HubSpot Partner Agency and Wistia video
hosting and analytics partner. Learn more at
SimpleStrat.com.
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4. The brain
processes visuals
60,000 times faster
than text.
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5. Seriously, is
she done yet?
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6. BUT WE NEED
TO SEE IT.
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7. Simple Strat Branding Video: https://vimeo.com/244733267

8. The Making of the Video: https://vimeo.com/249123353

9. • It appeals to multiple senses
• It’s easy to process and comprehend
• It boosts authenticity and credibility – if we see it, we
believe it. Show me vs. tell me.
• It triggers our emotions, which are the primary drivers
of human behavior.
• We’re wired for it! Motion especially attracts our eyes,
grabs our attention, and keeps it.
Video is powerful.
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10. WHY VIDEO?
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11. 45% of people watch more
than an hour of Facebook or
YouTube videos a week.
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12. 80%
Video traffic will make up more than
of consumer Internet traffic in just four years
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13. a strategic marketing approach that
involves creating and sharing video
content with the goals of attracting,
retaining, and converting a defined
audience of viewers.
Video marketing
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16. Many people forget the power of YouTube
when thinking about how people search
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17. The average
attention span
for video
viewers is
8.25 seconds
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18. TYPES OF VIDEO
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20. How To Videos
1 Demonstrate expertise
2 Show the visitor how to do something
3 Can be simple or complex
4 Are among the highest searched video content
5 Don’t require a high level of production
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21. Weight Watchers Example: https://youtu.be/iU4yIYRl19w

22. Demo Videos
1 Useful in the sales process
2 Showcase how things work + features
3 Answer common searcher questions
4 Allow a prospect to “test drive” the product
5 Concise and to the point
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23. This video is not available online.

24. Product or Service Specific
1 Show me the details of the product or service
2 Multipurpose in terms of application
3 Use engagement for retargeting of ads/content
4 Higher production value & longer shelf life
5 Showcase the product “in real life”
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25. Ebags video example. Go to this page and watch the
product video: https://www.ebags.com/product/solo/bucket-
tote/202481?productid=10103968

26. Example available here:
https://www.instagram.com/p/BhhrmU_gbSy/?taken
-by=voodootaco402

27. Testimonials & Case Studies
1 Provide social proof
2 When done right, make your customer look good
3 Show the human side of your business
4 Focus on results and the “why”
5 Can’t ever have too many
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28. This testimonial video example is available here:
https://youtu.be/B6zVzWU95Sw

29. Company People + Events
1 The most social type of video – with people!
2 Showcase who you are, what you do
3 Demonstrate core values and culture
4 How you stay informed of your industry
5 Behind the scenes
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31. BUT I’M NOT A
VIDEO PROFESSIONAL!
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32. Who has time to create video content?

33. Don’t let the idea of video marketing
overwhelm you. Start first with the plan,
understand the level of production you
need, and then think about storyboarding
and equipment.
Planning + Production
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34. NOW, THE HARD PART.
THE DOING!
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35. • What content is already performing well?
• What questions do you get regularly from
customers? (the top 8)
• How can you boost social engagement?
• What can you commit to?
Where does it fit?
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37. What level of content production do
you need for specific videos?
Know your ABCs
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38. This video about the 3 levels of video production is available here:
https://youtu.be/iVf1VKggyfo

39. • Basic lighting
• Microphone
• Tripod
• Smartphone
• Editing program (iMovie, Camtasia)
Equipment
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40. http://blog.simplestrat.com/our-favorite-equipment-for-cheap-video-production

41. DON’T FORGET TO
PROMOTE IT.
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43. • Paid advertising
• Email marketing
• Organic
Search (YouTube
is the 2nd largest
search engine)
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• Referral marketing
• Remarketing
• Facebook Groups
• Social media
• Forums
• And more!
Promotion

44. A FEW TIPS
AND TRICKS
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46. @alischwanke | @simplestratchat | #amasummit

47. @alischwanke | @simplestratchat | #amasummit

48. GRAB SOME FREE
RESOURCES!
simplestrat.com/resources
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49. Ali Schwanke
ali@simplestrat.com
Want the slides? No prob. Shoot me an email!
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