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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:The Why and How.
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Terrified of Video?No need to be! This presentation will remove your fear of the topic.
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2 main topics1. Why video?2. How to create a video?
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1. WHY CREATE VIDEOS?
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• Being Discovered• Showing Capabilities• Building Trust• Converting customers
Videos help with:
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Being DiscoveredVideos improve effectiveness ofyour digital marketing – helps with SEO, CTR
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Videos over 50x more likely to be #1
on first page of Google
Second biggest search engine on
the planet!
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• Email ClickThrough Rates (CTR) up to 3x higher• Search results CTR 41% higherClickthrough Rate (CTR)
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Engagement rate of videos 4x higher than static content
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Higher Information DensityHelps you show capabilities - get moreinformation across in same amount of time – important in time of decreasing attention spans.
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‘Humanizes’ your businessNot just static text and images. Shows people behind your company or who do business with your company.
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Show, don’t just tellShowing what you’re claiming instead of just claiming it is more powerful.
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Can be used across multiple channelsWebsite, email marketing, YouTube channel, etc. Creates consistency of message, helps build trust.
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+10%
Improves Conversions Dropbox example – 10% increase in conversions after placing video on home page.
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+30%
Improves Sales Zappos.com example - up to 30% improvement in sales after adding product videos.
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2. TIPS FOR CREATING VIDEO
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Hire a professional!...if you can afford it. You’ll save yourself
a lot of time, effort and headaches.
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But if you’re gonna do it on your own anyway.....here are some tips.
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Choose a type of video
TestimonialsExplainer videoCase studiesProduct launchSales presentationVideo blogTrade showPublic relationsInvestor relationsProduct feature videosBrand promoAdvertisingRecruitingBranded contentetc.
Lots of different types of videos! Choose the type of video based on what you want to accomplish.
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Where do I start?One suggestion is to tell your story. Why you started the company, who you want to serve, why people should work with you.
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Educate + entertainEducate customers about your products
or services by making it entertaining. Give away information and knowledge.
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Be authentic. Send out a consistent message. Use your own unique voice i.e. don’t try to
sound like someone you’re not.
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Can I create a viral video?Many people have tried, few have succeeded. A viral video is not something you should aim to create. It’s a happy byproduct that’s very unpredictable.
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Pre-production
Production
Post-production
4Psof successful
video marketing.
Promotion
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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.
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Know your audience!Decide upon, research and know your audience. Choose a topic that interests them and tailor your message to the audience. Give them something they want and want to share.
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“Most people don’t listen withthe intent to understand; theylisten with the intent to reply”
Stephen Covey
Don’t make this mistake when researching your audience!
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Write simply!Write in simple language. Big, fancy words
turn people off. Simpler is better!
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Capture attention in first 10 secondsResearch has shown that about50% of video viewers tune outafter the first 10 seconds!
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Create a StoryboardThe storyboard is your execution
plan and guide for your video.
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Call to action!Have a call to action at the end! What’s the point of creating a video if you don’t ask the audience to do something?
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Step 2: ProductionThe actual shoot - lighting, rigging, sets, direction, shooting, audio capture, etc.
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Audio!The Great Paradox - First step to
getting a great video is getting great audio! – Shoot in a quiet place and
use quality microphone.
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HDSLR Camcorder
HDSLRs and camcorders are capable of producing decent video. They’re capable of producing GREAT video
in the right hands (See slide about professionals!).
What Camera?
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Lighting
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Use large light sources to create a softer and more flattering appearance.
*Image by Kevin Ames, from the Sigma photo blog
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Shoot with the light, not against it. Place the light in front of, and facing your subject so that (s)he is
illuminated adequately. If you don’t, you’ll get images that look like the picture.
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Use a TripodShaky, handheld shooting looks good on some TV shows, but is generally frowned upon for business videos.
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Make sure your subject (especially if it’s you!) doesn’t wear distracting clothing – no floral or busy patterns, as it draws attention away from the subject.
Clothing
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Don’t wear clothing with fine lines or herringbone patterns. One some cameras, they cause an ugly,
distracting pattern called moire.
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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 domain through WikiMedia by author, Benjah-bmm27.
Colors
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Step 3: Post-productionIncludes editing, color correction, audio fixes, designing graphics, animation, motion graphics, 3D, titles, music composition, sound design, rendering and compositing.
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Editing
Editing is where it all comes together. Free software such as iMovie and Windows Movie Maker are fine for basic videos.
Use the storyboard as a guide. Few people are great editors, so hire someone if necessary.
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720p is fineStill HD, but loads much faster than 1080p. Difference can’t be noticed unless you’re
using a super-high resolution display.
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Step 4: PromotionPromote your video! You’ve spent money, time and effort to create video, maximize the investment!
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Use professional hosting
Benefits are dedicated, higher quality, no ads, analytics tools, not blocked by corporate IT.
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Gotta have it!Be sure to host on YouTube too. It’s the world’s 2nd largest search engine and is favored in search results.
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Embed on your website or blog
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Use in Email NewsletterTake advantage of the higher clickthrough
rates of video links in email.
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Share + Post
Be proud of your video! Post it and share it through your digital and social media marketing channels.
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PromotePromote your video to bloggers or industry sites.
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Create sharing links for Twitter, Facebook, LinkedIn, StumbleUpon, Google+, etc.
Make it easy to share
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We hope you found this useful!Email: [email protected]: @clearsketchPhone: 919.355.8885
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