This document provides tips for using video to drive traffic to a website. It begins with an overview of company history and services related to video production. It then discusses topics like inbound vs outbound marketing, challenges with video, and top 10 ways to use video. These include video case studies, event communications, product demos, landing pages, viral videos, testimonials, and more. Budget guidelines for basic to complex video projects are also provided, from $20-50 per minute to $2000-3000 per minute. The document concludes with tips for improving video search engine optimization.
At the core of inbound marketing is content creation - publishing remarkable content that attracts inbound links and potential buyers to your website. How do you get started with YouTube, video podcasting, live streaming, or viral videos? Join this free webinar to learn how to use different forms of online video to grow your business with inbound marketing.
This document shows how companies can use video marketing tactic into their marketing automation strategy, to nurture their leads to finally make them real customers.of their brand and products.
Explaindio 4 is the latest and renewed version of the immense popular third version of Explaindio Video Creator. It allows anyone, no matter what their experience level is, to create professional appearing videos. But not just ordinary videos.
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy Distilled
Phil Nottingham's slides from WistiaFest 2014 (minus embedded videos). Phil sets out a framework for a goal driven approach to video marketing, where hyper targeted content rules the roost.
At the core of inbound marketing is content creation - publishing remarkable content that attracts inbound links and potential buyers to your website. How do you get started with YouTube, video podcasting, live streaming, or viral videos? Join this free webinar to learn how to use different forms of online video to grow your business with inbound marketing.
This document shows how companies can use video marketing tactic into their marketing automation strategy, to nurture their leads to finally make them real customers.of their brand and products.
Explaindio 4 is the latest and renewed version of the immense popular third version of Explaindio Video Creator. It allows anyone, no matter what their experience level is, to create professional appearing videos. But not just ordinary videos.
Phil Nottingham at #WistiaFest - From Video Content to Video Strategy Distilled
Phil Nottingham's slides from WistiaFest 2014 (minus embedded videos). Phil sets out a framework for a goal driven approach to video marketing, where hyper targeted content rules the roost.
Incorporating Video into your Link Building StrategyPhil Nottingham
Distilled's Phil Nottingham explains how you can do to effectively and cheaply integrate video into your content strategy - covering the creative and technical aspects of link building with video content.
This comprehensive presentation covers all the basics of video marketing, including:
Why use video marketing
Video perception vs. reality
Putting marketing videos within your reach
Video tools, tips and best practices
Easy and affordable ways to get started
The Making Video Work newsletter features recent productions Gordon O'Neill plus ten of the worst mistakes you can do on YouTube and some sage advice, Don't make a video.
Video Client Portfolio Doug Lehman February 2015Doug Lehman
Social Video Marketing Services. Video Client Portfolio. Video Marketing Services for Sales Trainers, Authors, Speakers and Small Business Owners leveraging Social Video. Specializing in sales training videos, brand identity videos, client testimonials and video spotlights with portable green screen capability.
Social Video For Business Vistage Talk April 28Doug Lehman
Social Video Business Presentation for Vistage. Using Social Video by embracing social video, engagement tips,excuting a video distribution strategy and equipment and resources for Video Marketing Today. Leveraging Social video and social selling to increase revenue, sales, reduce costs and expand brand awareness.
Did you see the newest videos of twerking toddlers and cats afraid of cucumbers? Well, your customers have! Keep up with the newest social media trends by incorporating video into your marketing strategy. (Lachanophobic felines and graceful toddlers not necessary.)
By the end of December 2015, Marketing Profs contributor Tyler Lessard had announced that 2015 would be the year of video marketing. The advantages of video content in marketing strategies are undeniable. Whether it is the bite-sized format or the visually stimulating images, video is king for media marketing.
But what constitutes a good content marketing video? And what points should a business touch upon to ensure success? There are key components to any good video content.
To guarantee that you get the most return on your video content marketing, here’s a quick how-to guide to help you along the way.
Incorporating Video into your Link Building StrategyPhil Nottingham
Distilled's Phil Nottingham explains how you can do to effectively and cheaply integrate video into your content strategy - covering the creative and technical aspects of link building with video content.
This comprehensive presentation covers all the basics of video marketing, including:
Why use video marketing
Video perception vs. reality
Putting marketing videos within your reach
Video tools, tips and best practices
Easy and affordable ways to get started
The Making Video Work newsletter features recent productions Gordon O'Neill plus ten of the worst mistakes you can do on YouTube and some sage advice, Don't make a video.
Video Client Portfolio Doug Lehman February 2015Doug Lehman
Social Video Marketing Services. Video Client Portfolio. Video Marketing Services for Sales Trainers, Authors, Speakers and Small Business Owners leveraging Social Video. Specializing in sales training videos, brand identity videos, client testimonials and video spotlights with portable green screen capability.
Social Video For Business Vistage Talk April 28Doug Lehman
Social Video Business Presentation for Vistage. Using Social Video by embracing social video, engagement tips,excuting a video distribution strategy and equipment and resources for Video Marketing Today. Leveraging Social video and social selling to increase revenue, sales, reduce costs and expand brand awareness.
Did you see the newest videos of twerking toddlers and cats afraid of cucumbers? Well, your customers have! Keep up with the newest social media trends by incorporating video into your marketing strategy. (Lachanophobic felines and graceful toddlers not necessary.)
By the end of December 2015, Marketing Profs contributor Tyler Lessard had announced that 2015 would be the year of video marketing. The advantages of video content in marketing strategies are undeniable. Whether it is the bite-sized format or the visually stimulating images, video is king for media marketing.
But what constitutes a good content marketing video? And what points should a business touch upon to ensure success? There are key components to any good video content.
To guarantee that you get the most return on your video content marketing, here’s a quick how-to guide to help you along the way.
Hint: It's not getting any better. Actual driver insights show that previous studies are underreporting the problem.
To try the app, go to gotruemotion.com/app
Learn how to drive revenue with video marketing with Paulo Martins, Head of Commercial Digital Marketing at Marketo an Adobe Company, and Greg Kelly, Strategic Partnerships Lead at Vidyard.
Video is the future. Across all channels, all site visitors and all formats, video is an investment you can’t afford to cut. It’s a fundamental component of every content strategy and a core competency of the Republic’s creation services.
Content and Commerce converge through online videoChris Reighley
Content and Commerce converge through online video - a Webinar with Do-Ipse, Invodo and MarketLive.
Presented by Chris Reighley, Russ Somer and Kristi Burton
Everything your business needs to know about video productionBakermedia
Many organisations don't use video as much as they might, with fears of over complications in productions and run away expense. Here's a beginners guide to video production from a business point of view.
View our online video solution for publishers to drive revenue and competitive advantage through vodeo for sponsorships, classifieds, directories and online video display ads
Similar to Top Ten Ways to Use Video On the Web (20)
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The Old Oak - Press Kit - Cannes Film Festival 2023
Top Ten Ways to Use Video On the Web
1. Top 10 Ways To Use
Video To Drive Traffic
To Your
Website
2. Don Byrne
Owner /Producer/Director/Editor/Web Video
Strategist
The Post House
Founder/Panoramic Photographer/Virtual Tour Builder
Post House Virtual Tours
Founder/Producer/Video Historian
Post House Living Legacies
3. Company History/Services
Inbound vs Outbound Marketing
The Customer Challenge/Solution
Top 10 Ways to Use Video
Popularity
Growth Potential
Difficulty
ROI
General Budgeting Guidelines
Tips for Improving Video SEO
What You’ll Learn Today
4. Company Timeline
Launched The Post House in Banbury Place hoping to create
a collaborative network of media companies for local clients.
The Post House
Started working in production in 1987
Switched from tape based editing to Nonlinear editing
in 1991
Motion Graphic Design , started using After Effects
V1.1, by Cosa, in 1993
TeleVideo Productions
SD
HD
Survived the painful transition from
Standard Definition to High Definition TV-- and the many
flavors that went along with it
The HD revolution
1987 - 2015
2000
1987 - 1999
TeleVideo
Productions
2005
2007
Worked with JB Systems to encode first web video for local
construction company—
before YouTube was launched
Encoded first Web Video
5. Moved offices together at 404 S Barstow St.
? What we learn today will be outdated in three years or less.
Who Knows What’s Next?
Began Collaborative Web/Video Partnership
with JB Systems LLCMarch 2011
April 2011
November 2011
Business dedicated to saving the memories of the Greatest
Generation, Vets and notable community leaders
Launched Post House Living Legacies
Business opened in response to demand from local
realtors
Launched Post House Virtual Tours
2013
Changed our business model to focus primarily on
web video
Focused on Web Video Strategy, Production and
Distribution
2015
6. Web Video Planning and Strategy
Designing a web video strategy that gets viewers
back to your website.
Content Creation and Creative Services
Content is king in video, and every second counts. Once
we've designed a strategy, we'll work with you to create
content that connects with your customers.
HD Video Production and Post
We've been shooting HD for close to a decade now and have
produced videos on everything from corporate overviews,
product demos, training videos, testimonials, and more.
Graphics and Animation
If you have a product or service that is difficult to explain
or show with traditional video, consider using graphics,
text, illustrations and animation in a short explainer video.
Virtual Tours and Photography
Hotels, resorts, vacation rentals, museums, hospitals and
universities are all great places that would benefit from
our one-of-a-kind 360 virtual tours.
Video SEO and Distribution
We can help with your social media marketing and
other distribution channels to make sure your videos
will have a much higher likelihood of being found.
WEB VIDEO STRATEGIC PLANNING, PRODUCTION AND DISTRIBUTION.
8. Challenge
Solution
A video marketing strategy that provides a steady
stream of high quality videos with content
customized to the individual business and a
pricing structure that is a fraction the cost of
billboards, trade magazines, radio and TV spots, is
measurable, and can reach a potential audience
larger than all of those mediums.
Many small to medium size businesses
understand that the trends toward online video is
strong and growing but aren’t sure where to
begin in adding video to their marketing
mix. Adding to that uncertainty is a double edged
sword; one the preconceived notion that high
quality video is too expensive, the other a realistic
hunch that poorly produced do-it-yourself videos
are as likely to be more damaging than helpful to
their brand.
9. Ratings-Low to High
Camera Corner-UWEC Davies Center Case Study
https://youtu.be/sBTrXSjb6fk?t=3
A video case study combines customer testimonials with a more in-depth
explanation of how your company’s products and services helped your customer be
successful. These case studies can run anywhere from two to five minutes. The
video structure follows the same “Problem, Solution, Benefit” format found in a
printed case study and usually include b-roll or other supporting text and video.
1 2 3 4 5
Video Case
Studies
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
10. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Lucinda Bassett
https://www.youtube.com/watch?v=TIm2a46Xw9Q
Golden Calf Company
https://www.youtube.com/watch?v=ZLUuOE97RNE
Most companies spend a disproportionate amount of their
marketing budget on attending and participating in a variety of
industry events and yet only a very small percentage of
employees ever benefit from these activities. Share the
knowledge gained at these events by capturing the
presentations, demos, interviews, commentaries etc. on video.
1 2 3 4 5
Event and Trade Show
Communications
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
11. Ratings-Low to High
Click n Curl
https://www.youtube.com/watch?v=Z8KPTqk0J3Q
Every Tech Commercial-courtesy College Humor
https://www.youtube.com/watch?v=Xz5Tx7hNR64
Citizens Community Bank-Mobile Deposit
https://youtu.be/OGFznfqJkwE
Product and Service demos show how your product or service works and highlight the
features that differentiate it from that of your competitors. These videos are typically used
to influence a prospect who is relatively far along in the sales cycle. In technology
In technology marketing these videos would be targeted at the technical approvers who
need to understand how something works. In consumer marketing these would be targeted
at the economic buyers of larger ticket items who may be further along the sales process.
1 2 3 4 5
Product/Service
Demos
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
12. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
United Way 2015
https://youtu.be/cs9FrtC-7bc?t=18
http://video.bobdylan.com/desktop.html
The promise of interactive video has been around for years but
we’re just starting to see companies build in interactivity into their
videos. You can build in calls to action, form fields, multiple
scenarios and any number of engaging content that get people to
not just passively watch your video but actually gets them to start
to interact with your video. Technology will play a huge role in
interactive video over the next few years. You can already see the
foundations of this with YouTube links to other videos.
1 2 3 4 5Interactive Video
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
13. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Google search: Holstein Trader
HolsteinTrader.com
https://www.youtube.com/watch?v=LFWnRcKRErU
Video is beginning to replace or supplement text and graphics
as a content element on many corporate websites. Landing
pages can offer a more compelling call to action with video.
Some micro sites on larger web properties are self-contained,
purpose-built conversion machines that have the singular
purpose of generating a conversion activity (sign-up for more
info, attend event, order something etc.).
1 2 3 4 5
Landing Pages &
Micro Site Videos
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
14. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
What It’s Not
https://www.youtube.com/watch?v=tIwH7ptHCWc
American Heart Association
https://youtu.be/_JI487DlgTA
A video is viral if it is so compelling that people want to share
it. (Calling a video ‘Viral’ doesn’t make it so). Viral videos have
to be extremely engaging, entertaining, shocking or
meaningful to be successful. Unfortunately some of the most
successful viral videos have little connection (and therefore
value) to any brand. Very few viral videos are remotely this
successful in actually driving sales. Viral video is very difficult
1 2 3 4 5Viral Video
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
15. Ratings-Low to High
i-Heart Radio
ttps://www.youtube.com/watch?v=jSqWIwJhr30
Nothing is more compelling than seeing and hearing your customer (ideally in their
own environment) extol the virtues of your products and services or explaining
how your company helped them to achieve their business goals. These
1 2 3 4 5
Customer
Testimonials
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
16. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
B2C Marketing
http://bit.ly/1LgsYo8
Testing has shown that open rates can double if you include
video in your email marketing activities. To be effective the
video should be purpose-built to elicit a specific conversion
activity such as requesting a demo, more info, etc. E-mail is
seeing a resurgence with marketers and embedded video in
emails (like g-mail supports) or links to video in email is
becoming very popular.
1 2 3 4 5Email Video
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
17. Ratings-Low to High
Post House Explainer Video Explainer Video
Four Different Styles
https://youtu.be/dp3NK7TMMzw
Quickly rising in popularity, explainer videos employ illustrations, animations and
motion graphics with a voice-over to explain complex products or services in a
simple and compelling manner. These are usually between one and three minutes
and three minutes in length.
1 2 3 4 5
Explainer Videos
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
18. Ratings-Low to High
POPULARITY
GROWTH POTENTIAL
DIFFICULTY
ROI
How to Stop Wasting Time
https://www.youtube.com/watch?v=OGFznfqJkwE
This is a broad category that will become very important over
the next months and years. Much of the content (video or
otherwise) being created today by companies is focused on
selling and focused on the brand. Focusing on solving your
customer’s problems first and then associating your brand
with those solutions will be increasingly more important and
effective.
1 2 3 4 5Content Marketing
Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media
19. 1
Event Video
Events, Seminars, Workshops, Focus Groups
Little or no pre-production, planning, or post-production. Talking
heads (field or studio) with little or no graphics. Cuts-only editing to
clean up video and soundtrack. Typically a one-person crew with
camera, tripod and microphone only.
Estimated Price Range = $20-$50 per finished minute
2
Basic (News-Style)
Video News Releases, Man on the street Interviews, Groundbreakings
Same pre-production as above. Script, if any, provided by client.
Simple editing with 1-2 week turnaround.
Typically a one-person crew with camera, tripod and microphone only.
Estimated Price Range = $125 - $300 per finished minute
3
Intermediate (1-2 person crew)
Basic Commercials, Internal Communications, High-Profile Events
Moderate pre-production, planning and post-production. In-studio or
field production with 1- or 2-person crew.
Minimal research, scripting, graphics or video inserts;
Fairly simple to intermediate editing with 2-4 week turnaround.
Typically a two-person crew with standard production package
(camera, tripod, lighting equipment and microphone).
Estimated Price Range $500-$1000 per finished minute
4
Advanced (2-4 person crew)
Advanced Commercial TV spots, Corporate/Industrial Sales or
Marketing Programs, 1-2 Camera Productions, Broadcast
Documentaries, Training programs, Live Webcast events
Considerable pre-production, planning, scheduling and post-
production. Studio and/or field production with professional talent
or customer testimonials. Moderate research, scripting, graphics
and use of stock music with basic sets. Additional elements from
various sources including photos, archival film or videotape, stock
photo and footage libraries. High Definition editing with special
effects, custom transitions and a 4-8 week turnaround from final
shoot date.
Typically a three-person crew with full-production package (camera,
tripod, lights and microphone with additional lighting and additional
camera support equipment such as jibs, dollies or a teleprompter).
Estimated Price Range $1000-$1500 per finished minute
5
Complex (4 or more person crew)
Similar products as above, and infomercials, corporate talk shows
Extensive pre-production, planning, or post-production using
elaborate sets, special effects, professional talent, extras and props.
On-site makeup, wardrobe, and full production crew. In-depth
research, fully scripted. Complex High Definition editing with special
video effects, sophisticated graphics and animation, possible
custom sound effects and music. Usually includes a full grip truck
rental with a large variety of specialty lighting, and jib, dolly and
crane available as needed.
Estimated Price Range = $2000-$3000+ per finished minute
Video Budget Guidelines
20. Description
Make sure your video has a relevant title and
description. Summed up in the first sentence,
description.
Use Tags appropriate to the content
Use as many tags as possible that fit the
your video.
Embed the video into the landing page for your
product or service.
Surround the video with keyword-rich text
content on your website
Create navigational paths specifically for
finding video, starting on the homepage.
Pull text metadata about your video into the
index-ready text on your page
Share the link from your website on Facebook,
Twitter, Linked In, and other social sites.
Tips For Improving Video SEO
And Getting Your Video Found
A video case study combines customer testimonials with a more in-depth explanation of how your company’s products and services helped your customer be successful. These case studies can run anywhere from two to five minutes. The video structure follows the same “Problem, Solution, Benefit” format found in a printed case study and usually include b-roll or other supporting text and video.
Most companies spend a disproportionate amount of their marketing budget on attending and participating in a variety of industry events and yet only a very small percentage of employees ever benefit from these activities. Share the knowledge gained at these events by capturing the presentations, demos, interviews, commentaries etc. on video.
Product demos show how your product works and highlight the features that differentiate it from that of your competitors. These videos are typically used to influence a prospect who is relatively far along in the sales cycle. In technology marketing these videos would be targeted at the technical approvers who need to understand how something works. In consumer marketing these would be targeted at the economic buyers of larger ticket items who may be further along the sales process.
The promise of interactive video has been around for years but we’re just starting to see companies build in interactivity into their videos. You can build in calls to action, form fields, multiple scenarios and any number of engaging content that get people to not just passively watch your video but actually gets them to start to interact with your video. Technology will play a huge role in interactive video over the next few years. You can already see the foundations of this with YouTube allowing you to add annotations and links to videos.
Video is beginning to replace or supplement text and graphics as a content element on many corporate websites. Landing pages can offer a more compelling call to action with video. Some micro sites on larger web properties are self-contained, purpose-built conversion machines that have the singular purpose of generating a conversion activity (sign-up for more info, attend event, order something etc.).
A video is viral if it is so compelling that people want to share it. (Calling a video ‘Viral’ doesn’t make it so). Viral videos have to be extremely engaging, entertaining, shocking or meaningful to be successful. Unfortunately some of the most successful viral videos have little connection (and therefore value) to any brand. Very few viral videos are remotely this successful in actually driving sales. Viral video is very difficult to do well.
Nothing is more compelling than seeing and hearing your customer (ideally in their own environment) extol the virtues of your products and services or explaining how your company helped them to achieve their business goals. These videos usually are typically combined with or used to support other marketing material.
Testing has shown that open rates can double if you include video in your email marketing activities. To be effective the video should be purpose-built to elicit a specific conversion activity such as requesting a demo, more info, etc. E-mail is seeing a resurgence with marketers and embedded video in emails (like gmail supports) or links to video in email is becoming very popular.
Quickly rising in popularity, explainer videos employ illustrations, animations and motion graphics with a voice-over to explain complex products or services in a simple and compelling manner. These are usually between one and three minutes in length.
This is a broad category that will become very important over the next months and years. Much of the content (video or otherwise) being created today by companies is focused on selling and focused on the brand. Focusing on solving your customer’s problems first and then associating your brand with those solutions will be increasingly more important and effective.