The document emphasizes the importance of using video for storytelling in marketing, noting that a significant majority of the U.S. internet audience engages with online video content. It outlines the benefits of video, such as improved customer engagement, brand recognition, and higher search rankings, while also providing practical tips on video production and content creation. Additionally, it stresses the need for a strategic approach to video marketing to connect with audiences effectively.

1. Show, Don't Tell!
Using Video to Tell Your Story
Flickr photo credit: http://www.flickr.com/photos/o5com/4926070752/

2. Who we are
Hall Internet Marketing
Portland, Maine
In business over 13 years
@hall_web
Amanda O’Brien
VP of Marketing
@amanda_pants

3. Got Questions?
• Use GoToWebinar “Ask a Question”
• Twitter with @hall_web
• Email amanda@hallme.com

4. Online Video
• 84.5 percent of the U.S. Internet audience viewed online video
• More than 100 million Americans watched online video content on an
average day, representing a 43 percent increase versus year ago.
• Online video is 53 times more likely to
generate a first page Google ranking.
• 184 million U.S. Internet users
watched online video content in
October 2011 for an average of 21.1
hours per viewer
No, I didn’t make those up: http://imaginationmedia.tv/video-marketing-research-analysis-and-statistics-for-2012
http://www.comscore.com/Press_Events/Press_Releases/2011/11/comScore-Releases_October_2011_U.S._Online_Video_Rankings

5. Why Video?
• The people are there
• The technology is there
• Expectations are growing
• Allows you to say a lot, quickly
• Production costs are declining

6. Most important thing –
Connect with people
How your audience finds content?
What is valuable content to them?
More important than a Hollywood budget!

7. Benefits of Using Video
• Visual Learners
• Storytelling
• Mix it up
• New touch point
• Content more important then budget
• Brand
• Move traffic to your site
• Easy to share
• Build trust with your audience “Everything has to work together to bring
• Search rankings your chosen message to your chosen
customer and generate the desired
results. You can’t just shoot a video and
throw it on the YouTube site; you need
to develop a plan.”
Michael Miller,
YouTube for Business Author

8. Video Basics
• Be professional (quality)
• Sound is very important
• Stay focused – short and sweet (you do have 10 minutes)
• Make it useful
• Inexpensive
• Simple distribution
• Focus on the first 10 seconds (capture)
• Be yourself

9. Measure: YouTube Insights
• Free tool
• How often videos are viewed in different geographic regions
• How popular they are relative to all videos in that market over a given period of time
• How long it takes for a video to become popular
• What happens to video views as popularity peaks

10. Measure: Analytics and…
• Google Analytics – traffic to site
• Landing pages
• Discount codes and coupons

11. Business benefits
• Improve customers service – how to’s and reviews
• Reduce ad spend – Evian water
• Brand recognition
• Search Results
• Build trust
• Face to the brand – Bigelow Tea

12. Content, content, content…
• Presentations
• Training videos
• Help
• Marketing
• Product reviews
• Events
• Interviews with experts (pssst... you are an expert too)
• Contests
• Video Blog
• Testimonials
• Message from the president
• Shy? Screen recordings (Screenflow – Camtasia)

13. More content help
YouTube Creator Playbook
http://www.youtube.com/yt/creators/playbook.html
Content
Calls to Action
Channels
Tips and Tricks
Tent pole programming
Flickr photo credit: http://www.flickr.com/photos/garryknight/4523817998/

14. Tools you need
• Ideas and Creativity
• Video camera - Flip Cam, Web cam, iPhone
• External microphone jack
• Editing software
• Tripod - Great if one person
• Screen recording – Camtasia or ScreenFlow

15. Videos from photos

16. SEO for Video
• Good video title
• Informational – to be found
• Viral – to be clicked on
• Video description – add a link right away
• Category, Keywords and Tagging
More? SEO Your YouTube Videos in 10 Steps (ProBlogger)

17. Own search term with video
• What are your customers are searching for?
• Great for
• How to’s
• Answer questions
• Product demos

18. Keyword research
What are people looking for to get to your site?
Or a section of your site?

19. CTAs – Calls to Action
• Make your videos inspire action
• Annotations, in Video graphics or end cards
• Nonprofits – Donate
• Website address

20. Create a Channel
• Sign up
• Username and branding
• Keywords and description
• Website
• Location
• Personal information
• Have a channel? Upgrade!

21. Embedding video into your site
Add content around it
Add the word video around it

22. Going Viral
• What does going viral mean to you?
• Content, content, content
• Fresh, daring, exciting, funny
• Get it out to industry influencers
• Make it share-able
• Track progress – respond quickly
• World Wide Rave – David Meerman Scott
“You can create a World Wide Rave too – Just create something valuable, that people
want to share and make it easy for them to do so.” - David Meerman Scott

23. Benefits of Non-viral
• A picture is worth a thousand words
• Give your company a voice
• The views keep coming
• Long tail
• Social Media channels
Flickr photo credit: http://www.flickr.com/photos/-jvl-/6074643467/

24. Promotion
• Social Media sites – spread the word
• Use a URL shortener to measure (bit.ly)
• Encourage ratings
• Ask friends and coworkers
• Website
• Blog
• Respond to comments
• Advertise
http://www.youtube.com/yt/advertise/trueview.html

25. Be Original
• Competitors, other industries great for ideas
• Do what someone else did but better
• What makes you and your company unique?
• Find your voice
Photo credit: http://www.flickr.com/photos/pmtorrone/6208920/sizes/l/

26. Don't
• Sell, Sell, Sell
• Forget your audience
• Try to be somebody else
• Get lost in the tools
• Take too long (short and sweet)
• Forget to have a plan
• Take yourself too seriously

27. Want to know much more?
Google+ hangouts
•Introduction to Cinematography
•Lighting and Sound on a Shoestring
61 Ways to Market and Profit with Video
http://magneticdigitalmarketing.com/
People on Twitter:
@SteveBrossman
@TimDanyo
@stevegarfield
Flickr photo credit: http://www.flickr.com/photos/theknowlesgallery/7294772514/

28. Learn More
Twitter: @Hall_Web
@amanda_pants
• Blog – http://www.hallme.com/blog/
• Webinars – http://www.hallme.com/webinars
• 8/21 – Developing a Mobile Strategy for Your Business
• 9/4 – How to Optimize the Most Important Pages on Your Site
• Archived webinars - http://www.hallme.com/archived-webinars
1-877-425-5932 (HALL-WEB)
amanda@hallme.com
Download our new eBook: http://bit.ly/hall-ebook