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.

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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 presentationwill remove your fear of the topic.Monday, June 24, 13
  3. 3. 2 main topics1.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 customersVideos help with:Monday, June 24, 13
  6. 6. Being DiscoveredVideos improve effectiveness ofyour digital marketing –helps with SEO, CTRMonday, June 24, 13
  7. 7. Videos over 50xmore likely to be #1on first page ofGoogleSecond biggestsearch engine onthe planet!Monday, June 24, 13
  8. 8. • Email ClickThrough Rates (CTR) up to 3x higher• Search results CTR 41% higherClickthrough Rate (CTR)Monday, June 24, 13
  9. 9. Engagement  rate  of  videos  4x  higher  than  static  contentMonday, June 24, 13
  10. 10. Higher Information DensityHelps you show capabilities - get moreinformation across in same amount of time –important in time of decreasing attention spans.Monday, June 24, 13
  11. 11. ‘Humanizes’ your businessNot just static text and images. Shows peoplebehind your company or who do business withyour company.Monday, June 24, 13
  12. 12. Show, don’t just tellShowing what you’re claiming insteadof just claiming it is more powerful.Monday, June 24, 13
  13. 13. Can be used across multiple channelsWebsite, email marketing,YouTube channel, etc. Createsconsistency of message, helps build trust.Monday, June 24, 13
  14. 14. +10%Improves ConversionsDropbox example – 10% increase in conversionsafter placing video on home page.Monday, June 24, 13
  15. 15. +30%Improves example - up to 30% improvementin sales after adding product videos.Monday, June 24, 13
  16. 16. 2.TIPS FOR CREATINGVIDEOMonday, June 24, 13
  17. 17. Hire a professional!...if you can afford it.You’ll save yourselfa lot of time, effort and headaches.Monday, June 24, 13
  18. 18. But if you’re gonna do it onyour own aresome tips.Monday, June 24, 13
  19. 19. Choose a type of videoTestimonialsExplainer videoCase studiesProduct launchSales presentationVideo blogTrade showPublic relationsInvestor relationsProduct feature videosBrand promoAdvertisingRecruitingBranded contentetc.Lots of different types of videos! Choose the typeof 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 startedthe company, who you want to serve, why peopleshould work with you.Monday, June 24, 13
  21. 21. Educate + entertainEducate customers about your productsor 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 tosound 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 shouldaim to create. It’s a happy byproduct that’svery unpredictable.Monday, June 24, 13
  24. 24. Pre-productionProductionPost-production4Psof successfulvideomarketing.PromotionMonday, June 24, 13
  25. 25. Step 1: Pre-productionEverything that happens before you shoot the video.Conceptualizing, script-writing, storyboarding. This isTHE most important step, as it determines the successof 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 tailoryour message to the audience.Give them something they want and want to share.Monday, June 24, 13
  27. 27. “Most people don’t listen withthe intent to understand; theylisten with the intent to reply”Stephen CoveyDon’t make this mistake when researching your audience!Monday, June 24, 13
  28. 28. Write simply!Write in simple language. Big, fancy wordsturn people off. Simpler is better!Monday, June 24, 13
  29. 29. Capture attention infirst 10 secondsResearch has shown that about50% of video viewers tune outafter the first 10 seconds!Monday, June 24, 13
  30. 30. Create a StoryboardThe storyboard is your executionplan 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 ifyou don’t ask the audience to dosomething?Monday, June 24, 13
  32. 32. Step 2: ProductionThe actual shoot - lighting, rigging, sets,direction, shooting, audio capture, etc.Monday, June 24, 13
  33. 33. Audio!The Great Paradox - First step togetting a great video is getting greataudio! – Shoot in a quiet place anduse quality microphone.Monday, June 24, 13
  34. 34. HDSLR CamcorderHDSLRs and camcorders are capable of producingdecent video.They’re capable of producing GREAT videoin the right hands (See slide about professionals!).What Camera?Monday, June 24, 13
  35. 35. LightingMonday, June 24, 13
  36. 36. Use large light sources to create a softerand more flattering appearance.*Image by Kevin Ames,from the Sigma photo blogMonday, June 24, 13
  37. 37. Shoot with the light, not against it. Place the lightin front of, and facing your subject so that (s)he isilluminated adequately. If you don’t, you’ll getimages that look like the picture.Monday, June 24, 13
  38. 38. Use a TripodShaky, handheld shooting looks goodon some TV shows, but is generallyfrowned upon for business videos.Monday, June 24, 13
  39. 39. Make sure your subject (especiallyif it’s you!) doesn’t weardistracting clothing – no floral orbusy patterns, as it drawsattention away from the subject.ClothingMonday, June 24, 13
  40. 40. Don’t wear clothing with fine lines or herringbonepatterns. 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 domainthrough WikiMedia by author,Benjah-bmm27.ColorsMonday, June 24, 13
  42. 42. Step 3: Post-productionIncludes editing, color correction, audio fixes,designing graphics, animation, motion graphics,3D, titles, music composition, sound design, renderingand compositing.Monday, June 24, 13
  43. 43. EditingEditing is where it all comes together. Free software such asiMovie and Windows Movie Maker are fine for basic videos.Use the storyboard as a guide. Few people are greateditors, so hire someone if necessary.Monday, June 24, 13
  44. 44. 720p is fineStill HD, but loads much faster than 1080p.Difference can’t be noticed unless you’reusing a super-high resolution display.Monday, June 24, 13
  45. 45. Step 4: PromotionPromote your video!You’ve spent money, time andeffort to create video, maximize the investment!Monday, June 24, 13
  46. 46. Use professional hostingBenefits 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 2ndlargest search engine and is favored in search results.Monday, June 24, 13
  48. 48. Embed on your website or blogMonday, June 24, 13
  49. 49. Use in Email NewsletterTake advantage of the higher clickthroughrates of video links in email.Monday, June 24, 13
  50. 50. Share + PostBe proud of your video! Post it andshare it through your digital andsocial media marketing channels.Monday, June 24, 13
  51. 51. PromotePromote your video tobloggers or industry sites.Monday, June 24, 13
  52. 52. Create sharing links for Twitter, Facebook,LinkedIn, StumbleUpon, Google+, etc.Make it easy to shareMonday, June 24, 13
  53. 53. We hope you found this useful!Email: brandon@clearsketch.comTwitter: @clearsketchPhone: 919.355.8885Monday, June 24, 13