If a picture's worth a thousand words, how good is video? Video is more accessible than ever and no form of marketing has a more dramatic effect on the user. Learn about the types of typical videos and how to market them effectively to capture the interest of leads and drive sales.
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Show, Don't Tell! Using Video to Tell Your Story
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
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
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