Module_ E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthines...
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 What we learn today will be outdated in three years or less.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.