Video is taking over the Internet. Why? We are inundated with information and video helps convey information in a streamlined and trustworthy way. In this presntation you will learn: how to get the most out of video for your business; best practices for creating videos, how to distribute your videos; and some vital facts that you can't afford to miss.

1. Ruben Dua
FOUNDER,
DUBB
LOS ANGELES, CA ~ JUNE 12 - 13, 2019 | DIGIMARCONWEST.COM
#DigiMarConWest
Video Marketing
Master Class
MASTERCLASS

2. Video Marketing
Master Class
Ruben Dua | Shannon Leonard | Darius Santos • June 12, 2019

3. Overview
● Creation
● Video Production
● Commercial Production
● Distribution
● Facebook Videos
● YouTube Videos
● Instagram Videos
● Emailing Video
● Data Tracking

4. Video Marketing: Creation
● Authenticity is key.
○ One of your best competitive advantages.
● Be consistent.
○ Without consistency, your audience will lose interest and
will move on.
● Provide significant value.
○ Value can mean different things (education,
entertainment, etc.)
● Create → Learn → Iterate

5. Video Production
● A slick, well-produced video is not mandatory.
○ In fact, it may hurt you.
○ Why it is absolutely critical to know your audience.
● Include a call to action.
○ Make it as easy as possible for your viewers to purchase
or learn more about your product or service.
○ Most often a link to a landing page or some other website.

6. Commercial Production
● Again, consider your audience and meet their expectations.
● Create videos based on where your audience is in your funnel.
○ Beginning of the funnel = more educational and
informative.
○ End of the funnel = a harder sell.
● Consider your distribution channels.
○ The other side of the coin.
● Embrace storytelling (we’re wired for stories).

7. Distribution
● Distribution is just as important as the content itself.
● Determine where your current and prospective customers
hang out. After doing so, target them there.
● Don’t be shy in asking others to like, follow, or share.
● Create content for different platforms.
○ Each platform has its advantages and disadvantages.
○ One video may be great for one platform and not-so-great
for another.

8. Facebook Videos
● A teenager, yet continues to remain a dominant force in video
marketing.
● 47 percent of consumers get most of their video content on
Facebook versus 41 percent from YouTube.
● Upload a featured video in your “About” section.
● Leverage the true power of Facebook ads.
○ Granular targeting, Lookalike Audiences, etc.
Source: https://www.forbes.com/sites/andrewarnold/2018/09/26/facebook-now-dominates-youtube-for-video-content-heres-
how-brands-should-respond/#4c43e6741cc0

9. YouTube Videos
● Great place for customer testimonials or explainer videos.
● A great platform for longer content.
○ 10 minutes or more?
○ YouTube’s algorithm preferring long-term, recurring, and
satisfied viewership?
● Consider your aspect ratio (16 x 9).
● Leverage automatic captioning for additional SEO benefits.

10. Instagram Videos
● An excellent opportunity to show off the visual nature of your
product or service.
● According to one survey, the one platform where video drives
the most purchases.
● Instagram Stories are an extremely effective way to show off
your personality and develop a true connection with your
audience.
● Consider different aspect ratios (Instagram relies on vertical
and square videos).
Source: https://animoto.com/blog/video-marketing/video-marketing-instagram/

11. Emailing Video
● One of the best ways to connect with customers or potential
customers.
○ A direct connection to a lead’s inbox (this is why email list
building is so crucial).
○ Detailed drip sequences with custom video for each step
of the sequence.
● From webcam video and screen recordings to uploaded video.
● Dubb can help!
○ Dubb Chrome Extension

12. Data Tracking
● Data can be your best friend.
○ Measure, then iterate.
● Ensure that you have a detailed analytics dashboard.
○ Check common metrics like open rates, average view
time, etc.
○ Develop your own KPIs and track them.
● But the problem of religiously following your data ...

13. Key Takeaways
Produce consistent, high-quality content
Embrace authentic storytelling.
Know what your audience wants and give it to them.
Create content for each platform
Cater to each platform’s advantages.
Don’t forget about the power of email.
Don’t forget about analytics
Your data can be a key competitive advantage.
But be cautious about religiously following your data.

14. Q&A

15. Thanks For
Listening!
Ruben Dua / ruben@dubb.com
Shannon Leonard /
shannon@dubb.com
Darius Santos / darius@dubb.com
dubb.com