Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Developing a Video Strategy That Will Change Your Business

224 views

Published on

Video is one of the hottest mediums in marketing today. It can also be one of the most confusing and expensive. From low-cost channels like Facebook Live or Snapchat, to YouTube ads and TV spots, there are many ways you can integrate video into your marketing plan and see immediate results. In this talk, I’ll give an overview of the current video landscape and offer tools to develop a video content plan that works for your audience, objectives, and budget. Whether you’re an independent professional, a non-profit, or a business, find out how video can help you achieve your goals.

This presentation was given at WordCamp Kansas City 2017.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Developing a Video Strategy That Will Change Your Business

  1. 1. WORDCAMP KANSAS CITY 2017 DEVELOPING A VIDEO STRATEGY THAT WILL CHANGE YOUR BUSINESS
  2. 2. ANDREA ZOELLNER D I G I T A L C O N T E N T C R E A T O R 2
  3. 3. @ANDREAZOELLNER ANDREAZOELLNER.COM CAPSULESUITCASE.COM 4
  4. 4. 5 DEVELOPING A VIDEO STRATEGY THAT WILL CHANGE YOUR BUSINESS STRATEGY CHANGE BUSINESS VIDEO
  5. 5. 6 VIDEO STRATEGY CHANGE BUSINESS VIDEO
  6. 6. 7 STRATEGY STRATEGY CHANGE BUSINESS VIDEO
  7. 7. 8 CHANGE STRATEGY CHANGE BUSINESS VIDEO
  8. 8. 9 YOUR BUSINESS STRATEGY CHANGE BUSINESS VIDEO
  9. 9. WHY VIDEO?
  10. 10. 1 min of video is equal to 1.8 million words. F o r r e s t e r R e s e a r c h 11
  11. 11. 12 BY 2017, ONLINE VIDEO WILL ACCOUNT FOR 74% OF ALL ONLINE TRAFFIC. K l e i n e r P e r k i n s C a u f i e l d & B y e r s ( K P C B ) , I n t e r n e t T r e n d s 2 0 1 6
  12. 12. 13 ENGAGEMENT
  13. 13. 14 Combining video with full-page ads boosts engagement by 22%. 92% of video consumers share videos with others. CONVERSION I n s i v i a . c o m
  14. 14. 15 CONVERSION
  15. 15. 16 After watching a video, 64% of users are more likely to buy a product online. CONVERSION Enjoyment of video ads increase purchase intent by 97%. I n s i v i a . c o m
  16. 16. 17 87% of online marketers use video content.
  17. 17. 18
  18. 18. 19 WHERE CAN YOU USE
 VIDEO? 6 TELEVISION SPOTS 1 WEBSITE CONTENT 4 SOCIAL NETWORKS 3 EMAIL MARKETING 2 LANDING PAGES 5 AD
 NETWORKS VIDEO
 OUTLETS
  19. 19. 20 1 WEBSITE CONTENT 90% of users say that product videos are helpful in the decision process.
  20. 20. 21 VIDEO HEADERS ABOUT PAGE CUSTOMER STORIES RESOURCE CENTER/ WEBINARS HOMEPAGE PRODUCT PAGES
  21. 21. H O M E PA G E 22
  22. 22. V I D E O H E A D E R S 23
  23. 23. A B O U T PA G E 24
  24. 24. P R O D U C T PA G E 25
  25. 25. R E S O U R C E C E N T R E 26
  26. 26. C U S T O M E R S T O R I E S 27
  27. 27. 28 2 LANDING PAGES Including video on a landing page can increase conversion by 80%.
  28. 28. 29 Do’s C o n n e c t y o u r v i d e o t o o n e d i re c t a c t i o n Te l l a n e n g a g i n g , e m o t i o n - d r i v e n s t o r y Tra c k m e a n i n g f u l m e t r i c s R e a c h o u t t o t h o s e w h o e n g a g e d
  29. 29. 30 3 EMAIL MARKETING Video in an email leads to 200-300% increase in click-through rate.
  30. 30. 31 EMAIL MARKETING EMBEDDED LINKED GIFS
  31. 31. 32 4 SOCIAL NETWORKS ADVERTISEMENT/PAID NATIVE/ORGANIC
  32. 32. 33 SOCIAL NETWORK LANDSCAPE
  33. 33. 34 MONTHLY ACTIVE USERS 600 million VIDEOS LIVE STORIES VIDEO ADS
  34. 34. 35 VIDEO STORIES ADSLIVE
  35. 35. 36 MONTHLY ACTIVE USERS 1.8 billion VIDEOS LIVE STORIES VIDEO ADS
  36. 36. 37 FACEBOOK LIVE ADDRESS BLOG COMMENTS GIVE AN INSIDE LOOK AT YOUR BUSINESS PROMOTE YOUR UPCOMING EVENT TEASE NEW PRODUCTS ANSWER FAQS
  37. 37. 38 MONTHLY ACTIVE USERS 1 billion VIDEOS VIDEO ADS INFLUENCERS
  38. 38. 39 5 AD NETWORKS WHAT IS AN AD NETWORK?
  39. 39. WHATTOLOOKFORWHENCHOOSINGANADNETWORK 40 FORMATS/DEVICES EXISTING CLIENTS ANALYTICSTARGETING
  40. 40. 41 SOME AD NETWORKS Undertone HaxHax Adobe Auditude VidRoll Fidelity Media Conversant Adobe Auditude SpotXchange VeohClick Matomy VDOPIA PropellerAds Selectmedia advertising.com YuMe AdoTube BrightRoll RhythmOne
  41. 41. 42 6 TELEVISION There are two main options for purchasing 
 TV ads: Purchase directly from your local broadcast station or local cable provider. Use an advertising agency to purchase spots on your behalf.
  42. 42. 43 YOUR VIDEO STRATEGY C R E A T I N G WHO, WHAT, WHY, WHEN, AND…DID IT WORK?
  43. 43. WHO IS YOUR
 TARGET? 
 WHAT DO YOU WANT THEM TO DO? 44
  44. 44. CREATING VIDEO CONTENT
  45. 45. PRODUCTIONSCHEDULE 46 PRODUCTION POST-PRODUCTION DISSEMINATIONPLANNING
  46. 46. 47 IDEASFOR PRE-RECORDED VIDEOCONTENT • Product videos • Demos • Tutorials and webinars • Promos for new features • Fun use-cases PRODUCT RELATED • Behind the scenes videos • Office tours • Q&A • PR and Charity programs • Employee showcase COMPANY-RELATED • Customer interviews • Case Studies • Event-related video • Customer shoutouts • User-generated content CUSTOMER-FOCUSED • Ads of 10s, 30s, 1m, to longer- form • Gif ads • TV Ads • Targeted calls to action ADVERTISEMENTS
  47. 47. 48 IDEASFOR LIVEVIDEO CONTENT • Product demos • Product pre-launch sneak peeks • Live launch events • Live webinars PRODUCT RELATED • Behind the scenes videos • Office tours • Q&A • Ask me anything sessions • Employee showcase COMPANY-RELATED • Customer interviews • Contest videos • User-generated content • Addressing comments and questions live CUSTOMER-FOCUSED • Celebrity videos • Event videos • Influencer marketing videos • Sponsored marketing video BRAND AWARENESS
  48. 48. 49 DO
 • Research • Adapt and repurpose your content for the right channel • Know when to invest in quality • Test
  49. 49. ATTENTIONSPANS 50 WEBSITE YOUTUBE FACEBOOK INSTAGRAM 5 min 2 min 1 MIN 30s
  50. 50. 51
  51. 51. 52 DON’T
 • Be random • Hire just anybody • Be in a hurry • Stop listening
  52. 52. 53 FUTURE
 TRENDS AUGMENTED REALITY 360 VIDEO LIVE
  53. 53. Hi@andreazoellner a@andreazoellner.com 54

×