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With the popularity of YouTube and other sites/services, video as part of your Inbound Marketing mix, has become increasingly important. Video gives you the opportunity to share meaningful, rich and hopefully educational or amusing content with your customers and prospective customers. This session will address how you can add video into your content mix easily and cost effectively so that it does not drain your marketing budget.
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Inbound Marketing Summit
June 7, 2011
Cliff Pollan – VisibleGains - @cliffpollan
Using Video in Sales & Marketing
67%
http://clients.visiblegains.com/Get/YNXj5iXRqnw
TEXT ONLY15% - 30%
VIDEO67% - 100%
Study by Suzanne C. Miller
“Online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle.”
- Video Marketing Benchmark 2009
Page 9
53x
200% - 300%
163 Views =
Where to use video
Page 12
ENGAGE
CLOSE
NURTURE
WEBSITE
Provide An Overview
Demo An Offering
Share A Testimonial
SALES PROCESS
Make A Connection
Send Follow-Ups Submit A Proposal
LANDING PAGES & BLOG
Promote Content Expand A Webinar Post A Topic
Case Study: Webinar Promotion for Building Engines
• Authenticate & Simple to Produce
• Easy to add to existing campaign
• Allows tentative attendees to hear more about the content and benefits of attending
Example: Webinar Promo Video
http:/blog.visiblegains.com/index.php/digital-marketer-doubles-online-conversion-by-using-video-to-promote-webinar/
Results – Building Engines
Click-Thru Rate
Sign-Ups
2x Baseline
4xBaseline
Engagement
65%Highly
Interested
Photo by gothopotam
Case Study: Solution Overview for Salesgenie
• Engaging elevator pitch branched by audience
• Ability to take trials and book meetings with more informed prospects
• Reusable in various locations including email and website pages
Example: Home Page Video
http://salesgenie.com
Results – Salesgenie
StakeholdersEngaged
74 %
Actions Taken
Case Study: Getting A First Meeting for Time Trade
• Opens up conversations with prospects
• Enables up to 10:1 sharing from gatekeeper to other stakeholders
• Maintains core message and key calls to action
Example: Getting A Meeting
http://clients.visiblegains.com/Get/Vk_W2LZQoAo
Results - Timetrade
Time to First Meeting
10 10 Days
Time to Closed Deal
90 Days
StakeholdersEngaged
From 1 Email
If Necessary, Get Your Feet Wet
If Necessary, Get Your Feet Wet
Do Something Simple
INTERVIEW CLIP VOICE-OVER DIAGRAM(S) CAPTURE SCREENCAST
Tools for Shooting Video
Kodak Playtouch $99
Learn More: http://www.visiblegains.com/learn/creating-video-clips/
Sony ECM-AW3 $170
Tripod$15 - $120
Tools for Capturing Audio Voiceover
Learn More: http://www.visiblegains.com/learn/using-images-and-voiceover/
USB Headset $15 to $60
Blue Snowball$60
or
Tools for Screen Capture
Learn More: http://www.visiblegains.com/learn/creating-video-screencasts/
NCH Debut$30
Camtasia$100 - $300
or
Good time to start
Increases engagement and conversion
Helps all parts of marketing and sales
Not hard or expensive
Cliff Pollan [email protected] 617 901 3076
