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Video marketing basics

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Video marketing basics

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This presentation is an improved version of my "Video for Small Businesses" presentation which was originally presented at the Digital Marketing for Business conference held in Raleigh, NC. As video becomes more and more pervasive, it's important to understand how it can be used to maximum effect, especially within the context of a content marketing and inbound marketing strategy. This presentation explains why video marketing is important and provides a practical walkthrough of the steps involved in video production.

This presentation is an improved version of my "Video for Small Businesses" presentation which was originally presented at the Digital Marketing for Business conference held in Raleigh, NC. As video becomes more and more pervasive, it's important to understand how it can be used to maximum effect, especially within the context of a content marketing and inbound marketing strategy. This presentation explains why video marketing is important and provides a practical walkthrough of the steps involved in video production.

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Video marketing basics

  1. 1. Video Marketing Basics: The Why and How. Monday, June 24, 13
  2. 2. Terrified ofVideo? No need to be! This presentation will remove your fear of the topic. Monday, June 24, 13
  3. 3. 2 main topics 1.Why video? 2. How to create a video? Monday, June 24, 13
  4. 4. 1.WHY CREATE VIDEOS? Monday, June 24, 13
  5. 5. • Being Discovered • Showing Capabilities • Building Trust • Converting customers Videos help with: Monday, June 24, 13
  6. 6. Being Discovered Videos improve effectiveness of your digital marketing – helps with SEO, CTR Monday, June 24, 13
  7. 7. Videos over 50x more likely to be #1 on first page of Google Second biggest search engine on the planet! Monday, June 24, 13
  8. 8. • Email ClickThrough Rates (CTR) up to 3x higher • Search results CTR 41% higher Clickthrough Rate (CTR) Monday, June 24, 13
  9. 9. Engagement  rate  of  videos  4x   higher  than  static  content Monday, June 24, 13
  10. 10. Higher Information Density Helps you show capabilities - get more information across in same amount of time – important in time of decreasing attention spans. Monday, June 24, 13
  11. 11. ‘Humanizes’ your business Not just static text and images. Shows people behind your company or who do business with your company. Monday, June 24, 13
  12. 12. Show, don’t just tell Showing what you’re claiming instead of just claiming it is more powerful. Monday, June 24, 13
  13. 13. Can be used across multiple channels Website, email marketing,YouTube channel, etc. Creates consistency of message, helps build trust. Monday, June 24, 13
  14. 14. +10% Improves Conversions Dropbox example – 10% increase in conversions after placing video on home page. Monday, June 24, 13
  15. 15. +30% Improves Sales Zappos.com example - up to 30% improvement in sales after adding product videos. Monday, June 24, 13
  16. 16. 2.TIPS FOR CREATINGVIDEO Monday, June 24, 13
  17. 17. Hire a professional! ...if you can afford it.You’ll save yourself a lot of time, effort and headaches. Monday, June 24, 13
  18. 18. But if you’re gonna do it on your own anyway.....here are some tips. Monday, June 24, 13
  19. 19. Choose a type of video Testimonials Explainer video Case studies Product launch Sales presentation Video blog Trade show Public relations Investor relations Product feature videos Brand promo Advertising Recruiting Branded content etc. Lots of different types of videos! Choose the type of video based on what you want to accomplish. Monday, June 24, 13
  20. 20. Where do I start? One suggestion is to tell your story.Why you started the company, who you want to serve, why people should work with you. Monday, June 24, 13
  21. 21. Educate + entertain Educate customers about your products or services by making it entertaining. Give away information and knowledge. Monday, June 24, 13
  22. 22. Be authentic. Send out a consistent message. Use your own unique voice i.e. don’t try to sound like someone you’re not. Monday, June 24, 13
  23. 23. Can I create a viral video? Many people have tried, few have succeeded. A viral video is not something you should aim to create. It’s a happy byproduct that’s very unpredictable. Monday, June 24, 13
  24. 24. Pre-production Production Post-production 4Ps of successful video marketing. Promotion Monday, June 24, 13
  25. 25. Step 1: Pre-production Everything that happens before you shoot the video. Conceptualizing, script-writing, storyboarding. This is THE most important step, as it determines the success of your video. Monday, June 24, 13
  26. 26. Know your audience! Decide upon, research and know your audience. Choose a topic that interests them and tailor your message to the audience. Give them something they want and want to share. Monday, June 24, 13
  27. 27. “Most people don’t listen with the intent to understand; they listen with the intent to reply” Stephen Covey Don’t make this mistake when researching your audience! Monday, June 24, 13
  28. 28. Write simply! Write in simple language. Big, fancy words turn people off. Simpler is better! Monday, June 24, 13
  29. 29. Capture attention in first 10 seconds Research has shown that about 50% of video viewers tune out after the first 10 seconds! Monday, June 24, 13
  30. 30. Create a Storyboard The storyboard is your execution plan and guide for your video. Monday, June 24, 13
  31. 31. Call to action! Have a call to action at the end! What’s the point of creating a video if you don’t ask the audience to do something? Monday, June 24, 13
  32. 32. Step 2: Production The actual shoot - lighting, rigging, sets, direction, shooting, audio capture, etc. Monday, June 24, 13
  33. 33. Audio! The Great Paradox - First step to getting a great video is getting great audio! – Shoot in a quiet place and use quality microphone. Monday, June 24, 13
  34. 34. HDSLR Camcorder HDSLRs and camcorders are capable of producing decent video.They’re capable of producing GREAT video in the right hands (See slide about professionals!). What Camera? Monday, June 24, 13
  35. 35. Lighting Monday, June 24, 13
  36. 36. Use large light sources to create a softer and more flattering appearance. *Image by Kevin Ames, from the Sigma photo blog Monday, June 24, 13
  37. 37. Shoot with the light, not against it. Place the light in front of, and facing your subject so that (s)he is illuminated adequately. If you don’t, you’ll get images that look like the picture. Monday, June 24, 13
  38. 38. Use a Tripod Shaky, handheld shooting looks good on some TV shows, but is generally frowned upon for business videos. Monday, June 24, 13
  39. 39. Make sure your subject (especially if it’s you!) doesn’t wear distracting clothing – no floral or busy patterns, as it draws attention away from the subject. Clothing Monday, June 24, 13
  40. 40. Don’t wear clothing with fine lines or herringbone patterns. One some cameras, they cause an ugly, distracting pattern called moire. Monday, June 24, 13
  41. 41. Light, solid colors are a good bet.As a general rule, don’t wear anything lighter than the color of your skin. *Image released into public domain through WikiMedia by author, Benjah-bmm27. Colors Monday, June 24, 13
  42. 42. Step 3: Post-production Includes editing, color correction, audio fixes, designing graphics, animation, motion graphics, 3D, titles, music composition, sound design, rendering and compositing. Monday, June 24, 13
  43. 43. Editing Editing is where it all comes together. Free software such as iMovie and Windows Movie Maker are fine for basic videos. Use the storyboard as a guide. Few people are great editors, so hire someone if necessary. Monday, June 24, 13
  44. 44. 720p is fine Still HD, but loads much faster than 1080p. Difference can’t be noticed unless you’re using a super-high resolution display. Monday, June 24, 13
  45. 45. Step 4: Promotion Promote your video!You’ve spent money, time and effort to create video, maximize the investment! Monday, June 24, 13
  46. 46. Use professional hosting Benefits are dedicated, higher quality, no ads, analytics tools, not blocked by corporate IT. Monday, June 24, 13
  47. 47. Gotta have it! Be sure to host onYouTube too. It’s the world’s 2nd largest search engine and is favored in search results. Monday, June 24, 13
  48. 48. Embed on your website or blog Monday, June 24, 13
  49. 49. Use in Email Newsletter Take advantage of the higher clickthrough rates of video links in email. Monday, June 24, 13
  50. 50. Share + Post Be proud of your video! Post it and share it through your digital and social media marketing channels. Monday, June 24, 13
  51. 51. Promote Promote your video to bloggers or industry sites. Monday, June 24, 13
  52. 52. Create sharing links for Twitter, Facebook, LinkedIn, StumbleUpon, Google+, etc. Make it easy to share Monday, June 24, 13
  53. 53. We hope you found this useful! Email: brandon@clearsketch.com Twitter: @clearsketch Phone: 919.355.8885 Monday, June 24, 13

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