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.

1. Lights, Camera, Take ACTION!
Presented by Jeff Julian
@jjulian / @entmktr

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)

5. We Must Change To Survive!

6. Mission: Find Our Audience
and Capture Their Attention!

7. Can Video Marketing Help
Us Win This Battle?!

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

9. If I Could Do It… So Can You!

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.

17. Challenge: With More
Complexity, Expect More
People + Time + Equipment

18. Challenge: BYOA, Bring Your
Own Audience.

19. Challenge: Must Work on All
Platforms (TV, Desktop, Tablet,
Phone)

20. Basic Approaches for Video
Production

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.

23. Challenge: You Need To Find
Talent That Can Deliver Your
Vision

24. Challenge: Expect Delays In
Production. Set Delivery Goals
with Executives Accordingly.

25. Challenge: Equipment Is
Expensive!

26. Big Time
We Are Going In-House!

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…

32. My Challenge On The Road Back
Are You Ready?

33. Plan: Make Sure You Have
Defined A Non-Video Strategy for
Your Marketing Efforts

34. Train: Every New Technique or
Tactic Will Be Best Executed With
Appropriate Training.

35. Test: Everything Is Not Better With
Video. (Think about those friends that
always say the book was better…)

36. React: We Need to Get Started
Now. Live Video is here...

37. Marketers have become proficient
with written content ...

38. Marketers are becoming better with
audio content thanks to podcasts and
webinars...

39. And now marketers are ready to
grow in the practice of Video
Marketing...

40. But, Off In the Near Distance…
Our Next Big Adventure

41. https://www.youtube.com/watch?v=pLd9WPlaMpY

42. Thank You!
Text MARKETING to 66866
or
email jeff@enterprisemarketer.com
to join the EnterpriseMarketer.com and get the
slides for this presentation.