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Video Content Creation Made Easy
 

Video Content Creation Made Easy

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With the popularity of YouTube and other sites/services, video as part of your Inbound Marketing mix, has become increasingly important. Video gives you the opportunity to share meaningful, rich and ...

With the popularity of YouTube and other sites/services, video as part of your Inbound Marketing mix, has become increasingly important. Video gives you the opportunity to share meaningful, rich and hopefully educational or amusing content with your customers and prospective customers. This session will address how you can add video into your content mix easily and cost effectively so that it does not drain your marketing budget.

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  • Using video across your sales and marketing funnelThree areas to coverWhy video (now), 2. Where to use video 3. How to get startedCouple of opportunities for you to participate- all voluntary – put if you do you will be go away feeling so much better that you contributed to the learning of the team20 minute presentation with 10 minutes for discussion/questionsPoll Creating and using video content in their marketing process Creating and using video in their sales process (not training)
  • PEOPLE DON’T TALK TO A COMPANY UNTIL LATER IN THE PROCESS…People are time sliced.Engagement model has changedBuyers are 2/3 of the way through the buying process before they engage with a sales personKey goals – Education and Trust Building - Company first 2/3 and with the sales person second 1/3Engaging content, time efficient, pre-digested contentShare right content at the right timeNature of prospects has changedEnd goals are the sameBuild trust with the sales teamShare right content at right time
  • Quiz –Audience: What is this?We are tending to communicate using the same method we had in the 1500’sIn a high bandwidth era – most content is still text It is hard and expensive – not reallySo why does that matter. We often think about personas mapping our content to the person and where they are in the life cycle.AN opportunity is to think about how they learn. We looked at learning styles – how do people learn and retain content
  • JOE CAPTURES IT WELL “… WE ARE DEVOLVING INTO A CULTURE WHERE WE WANT PRE-DIGESTED CONTENT … VIDEO IS GOOD FOR THIS
  • 15 – 30 % of the overall population has a learning style geared to a text based approach. Types of Learners (1) Written (2) Aural (3) Story about Russ
  • Video is a good learning style for the far majority. So why still text
  • Joe to present this slide
  • John - - Change this not to have words
  • Jon - Remove words – get point across – can have 200% - 300% or some other neat way. Perhaps one small email and one much bigger. Could follow that them through . Might be too busy
  • Use in all parts of the funnelGoals - Increase engagement and conversion
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Video came to the internet it could be InteractiveHard for people to understand. What were the first radio shows. - People reading the newspaper. First TV Shows – Radio announcers broadcasting their showCreate personal experience. Why matter - Trying to think about the buyer. Busy crazy people. Only have short time and want to make rich experience for them.
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • Key impacts to these numbers:Size & Placement of thumbnail in emailLength of VideoStrength of Call To Action
  • So How do you get startedEveryone is scared - expensive, difficult Also Don’t want to be on camera
  • Where to get started
  • Try It on something easy
  • Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training
  • Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training
  • Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training
  • Interview Clip:Frequently Asked QuestionTip or Best PracticeMeet a Team memberVoice-Over Diagram:Present slidesExplain conceptDescribe an experienceCapture ScreencastDemo a featureAnswer support questionProvide training

Video Content Creation Made Easy Video Content Creation Made Easy Presentation Transcript

  • Using Video in Sales & Marketing
    Inbound Marketing Summit
    June 7, 2011
    Cliff Pollan – VisibleGains - @cliffpollan
  • 67%
  • http://clients.visiblegains.com/Get/YNXj5iXRqnw
  • TEXT ONLY
    15% - 30%
    Study by Suzanne C. Miller
  • VIDEO67% - 100%
    Study by Suzanne C. Miller
  • “Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”
    - Video Marketing Benchmark 2009
  • 53x
    Page 9
  • 200% - 300%
  • =
    163 Views
  • Where to use video
    LANDING PAGES & BLOG
    ENGAGE
    Promote Content
    Expand A Webinar
    Post A Topic
    WEBSITE
    NURTURE
    Demo An Offering
    Share A Testimonial
    Provide An Overview
    SALES PROCESS
    CLOSE
    Submit A Proposal
    Send Follow-Ups
    Make A Connection
    Page 12
  • Case Study: Webinar Promotion for Building Engines
    Authenticate & Simple to Produce
    Easy to add to existing campaign
    Allows tentative attendees to hear more about the content and benefits of attending
    Example: Webinar Promo Video
    http:/blog.visiblegains.com/index.php/digital-marketer-doubles-online-conversion-by-using-video-to-promote-webinar/
  • Results – Building Engines
    Sign-Ups
    Click-Thru Rate
    Engagement
    65%
    Highly Interested
    4x
    Baseline
    2x Baseline
  • Photo by gothopotam
  • Case Study: Solution Overview for Salesgenie
    Engaging elevator pitch branched by audience
    Ability to take trials and book meetings with more informed prospects
    Reusable in various locations including email and website pages
    Example: Home Page Video
    http://salesgenie.com
  • Results – Salesgenie
    Actions Taken
    Stakeholders
    Engaged
    74 %
  • Case Study: Getting A First Meeting for Time Trade
    • Opens up conversations with prospects
    • Enables up to 10:1 sharing from gatekeeper to other stakeholders
    • Maintains core message and key calls to action
    Example: Getting A Meeting
    http://clients.visiblegains.com/Get/Vk_W2LZQoAo
  • Results - Timetrade
    Time to First Meeting
    Stakeholders
    Engaged From 1 Email
    Time to Closed Deal
    10
    10 Days
    90 Days
  • If Necessary, Get Your Feet Wet
  • If Necessary, Get Your Feet Wet
  • Do Something Simple
    INTERVIEW CLIP
    VOICE-OVER DIAGRAM(S)
    CAPTURE SCREENCAST
  • Tools for Shooting Video
    Sony ECM-AW3 $170
    Kodak Playtouch$99
    Tripod
    $15 - $120
    Learn More: http://www.visiblegains.com/learn/creating-video-clips/
  • Tools for Capturing Audio Voiceover
    or
    USB Headset
    $15 to $60
    Blue Snowball
    $60
    Learn More: http://www.visiblegains.com/learn/using-images-and-voiceover/
  • Tools for Screen Capture
    or
    NCH Debut
    $30
    Camtasia
    $100 - $300
    Learn More: http://www.visiblegains.com/learn/creating-video-screencasts/
  • Good time to start
    Increases engagement and conversion
    Helps all parts of marketing and sales
    Not hard or expensive
    Cliff Pollan cpollan@visiblegains.com 617 901 3076