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 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

    1. 1. Using Video in Sales & Marketing<br />Inbound Marketing Summit<br />June 7, 2011 <br />Cliff Pollan – VisibleGains - @cliffpollan<br />
    2. 2. 67%<br />
    3. 3.
    4. 4. http://clients.visiblegains.com/Get/YNXj5iXRqnw<br />
    5. 5.
    6. 6. TEXT ONLY<br />15% - 30%<br />Study by Suzanne C. Miller<br />
    7. 7. VIDEO67% - 100%<br />Study by Suzanne C. Miller<br />
    8. 8. “Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.” <br />- Video Marketing Benchmark 2009<br />
    9. 9. 53x<br />Page 9<br />
    10. 10. 200% - 300%<br />
    11. 11. =<br />163 Views <br />
    12. 12. Where to use video<br />LANDING PAGES & BLOG<br />ENGAGE<br />Promote Content<br />Expand A Webinar<br />Post A Topic<br />WEBSITE<br />NURTURE<br />Demo An Offering<br />Share A Testimonial<br />Provide An Overview<br />SALES PROCESS<br />CLOSE<br />Submit A Proposal <br />Send Follow-Ups<br />Make A Connection<br />Page 12<br />
    13. 13. Case Study: Webinar Promotion for Building Engines<br />Authenticate & Simple to Produce<br />Easy to add to existing campaign<br />Allows tentative attendees to hear more about the content and benefits of attending<br />Example: Webinar Promo Video<br />http:/blog.visiblegains.com/index.php/digital-marketer-doubles-online-conversion-by-using-video-to-promote-webinar/<br />
    14. 14. Results – Building Engines<br />Sign-Ups<br />Click-Thru Rate<br />Engagement<br />65%<br />Highly Interested<br />4x<br />Baseline<br />2x Baseline<br />
    15. 15. Photo by gothopotam<br />
    16. 16. Case Study: Solution Overview for Salesgenie<br />Engaging elevator pitch branched by audience<br />Ability to take trials and book meetings with more informed prospects<br />Reusable in various locations including email and website pages<br />Example: Home Page Video<br />http://salesgenie.com<br />
    17. 17. Results – Salesgenie<br />Actions Taken<br />Stakeholders<br />Engaged<br />74 %<br />
    18. 18. Case Study: Getting A First Meeting for Time Trade<br /><ul><li>Opens up conversations with prospects
    19. 19. Enables up to 10:1 sharing from gatekeeper to other stakeholders
    20. 20. Maintains core message and key calls to action</li></ul>Example: Getting A Meeting<br />http://clients.visiblegains.com/Get/Vk_W2LZQoAo<br />
    21. 21. Results - Timetrade<br />Time to First Meeting<br />Stakeholders<br />Engaged From 1 Email<br />Time to Closed Deal<br />10<br />10 Days<br />90 Days<br />
    22. 22.
    23. 23. If Necessary, Get Your Feet Wet<br />
    24. 24. If Necessary, Get Your Feet Wet<br />
    25. 25. Do Something Simple<br />INTERVIEW CLIP<br />VOICE-OVER DIAGRAM(S)<br />CAPTURE SCREENCAST<br />
    26. 26. Tools for Shooting Video<br />Sony ECM-AW3 $170<br />Kodak Playtouch$99<br />Tripod<br />$15 - $120<br />Learn More: http://www.visiblegains.com/learn/creating-video-clips/<br />
    27. 27. Tools for Capturing Audio Voiceover<br />or<br />USB Headset <br />$15 to $60<br />Blue Snowball<br />$60<br />Learn More: http://www.visiblegains.com/learn/using-images-and-voiceover/<br />
    28. 28. Tools for Screen Capture<br />or<br />NCH Debut<br />$30<br />Camtasia<br />$100 - $300<br />Learn More: http://www.visiblegains.com/learn/creating-video-screencasts/<br />
    29. 29. Good time to start<br />Increases engagement and conversion<br />Helps all parts of marketing and sales<br />Not hard or expensive<br />Cliff Pollan cpollan@visiblegains.com 617 901 3076<br />

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