by Hope Horner

1. LEMONLIGHT.COM
SLOW YOUR SCROLL
HOW TO LIFT CONVERSIONS BY OVER 130% USING VIDEO
Video Production
lemonlight.com

2. 2/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Three-time entrepreneur that has been featured in Inc.’s Top
25 Entrepreneurs to watch in 2017, Entrepreneur’s 11 Marketing
Experts that Could Change Your Business, and Pepperdine’s
40 Under 40. Horner is a regular contributor at Entrepreneur,
Forbes, Inc. and multiple other publications where she shares
startup insights and scalable solutions.
Hope Horner

3. 3/13MULTIFAMILY SOCIAL MEDIA SUMMIT
8000+
videos
2017 2018 20192016
Lemonlight is an on-demand video production
company that offers brands and agencies access to
high-quality affordable video content nationwide. Our
client roster includes Amazon, Google, Belkin, and
thousands of brands around the world.

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Goal
Provide you with five tangible
ways to increase conversion
rates using video.

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Overview
WHY VIDEO WORKS ����������������������������������������������������������������������� 6
VIDEO MARKETING FUNNEL ������������������������������������������������������� 8
COMMERCIAL.....................................................................................10
BRAND VIDEO.....................................................................................11
SOCIAL CONTENT............................................................................12
CHEAT SHEET....................................................................................13

6. 6/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Why Video?
Video has the scale of
television, the precision
of digital marketing, and
the power of authentic
storytelling.
Viewers retain 95% of a message
when obtained via video.
Videos are shared 1200% more
times on social media.
94% of video marketers say video
has increased user understanding.
Including video an email increases
click-through rates by 200-300%.
Videos on a landing page can
increase conversion rates by 80%.
81% of marketers say video has
helped them generate leads.

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Why Video Works
• Photo = 1000 Words
• Video = 1.8M Words
• Creates Emotion
• Builds Trust
• Entertains

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Video Marketing Funnel
ATTRACT NEW CUSTOMERS
Use videos in your advertising channels to increase conversions.
ENGAGE YOUR AUDIENCE
Share info and capture their attention on your owned channels.
NURTURE YOUR PROSPECTS
Keep your brand top of mind through social media and email marketing.
DELIGHT YOUR CUSTOMERS
Inspire your customers and make them smile.
CLOSE

9. 9/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Popular Video Types
Brief, attention-grabbing videos
that highlights your company’s best
features with a clever scene, beautiful
imagery, or laundry list of exciting
features, and ends with a clear call to
action.
Attract: Commercial
Offers a high level overview of your
company’s brand, products, and
services. It’s usually a simple “about
us” highlight reel that shows your
company off in an authentic, exciting
way.
Engage: Overview
A customer testimonial is a video
that shows past or current satisfied
customers telling their own story of
using your product or service and
sharing their experience in their own
words.
Nurture: Social Content

10. 10/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Commercial
DO’S
• Use close-ups of happy faces.
• Lead with emotion - funny, sincere, etc.
• Use music and/or subtitles where
appropriate.
DON’TS
• Tell long, complicated stories.
• Overwhelm the video with written copy.

11. 11/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Brand Video
DO’S
• Remember the audience you’re targeting.
• Focus on benefits, not features.
• Include an attractive thumbnail.
• Keep it simple.
DON’TS
• Upload low quality videos.

12. 12/13MULTIFAMILY SOCIAL MEDIA SUMMIT
Social Media
DO’S
• Be mobile-friendly.
• Use music and captions where appropriate.
• Entertain or educate.
DON’TS
• Focus on too many different things.
• Be overly formal or serious.
• Be afraid of using user-generated content.

13. 13/13MULTIFAMILY SOCIAL MEDIA SUMMIT
• Social Media - Specs by Platform
• Social Media - Do’s and Don’ts
• FAQs
email me: hope@lemonlight.com
Hope Horner
Lemonlight
Cheat Sheet