title
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Video Marketing to Drive
Business Growth

Table of Contents
2
1. Video Marketing Stats......................................Page 6
2. Video Marketing Trivia.....................................Page 11
3. Trends in 2016 & Beyond..................................Page 12
4. What Goals Can I Achieve?................................Page 14
5. How Do I Get Started?.....................................Page 19
6. Video Types Based on Objectives........................Page 21
7. What Types of Videos Should I Create?..................Page 22
8. What Resources Will I Need?..............................Page 24
9. Video Costs..................................................Page 26
10. Video Length...............................................Page 28

Table of Contents
3
11. Determining the Right Content ........................Page 29
12. How To Write Your Script.................................Page 30
13. Effective Video Content..................................Page 33
14. Psychology of Video.......................................Page 34
15. Where Should I Share Video?.............................Page 38
16. Companies Doing Video Well.............................Page 46
17. Analytics....................................................Page 49
18. How to Improve Your Video Marketing.................Page 51
19. Tools to Create Marketing Video........................Page 55

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Video Marketing Stats 5
Social videos have 1200% more shares
than text and images combined.
Video on a landing page can increase
conversions by 80% or more.
92% of mobile users share video
content with others.
52% of consumers feel more confident
about making a purchase after watching
a video of a product.

Evolution of Video Marketing 6
Images are still powerful for driving
traffic to your site, but videos engage
more.
With recent advances in technology,
people can capture moments
spontaneously.
You can also produce high quality
video more easily on your own.
(Smartphone – Good mic – Stand)
Roundhay Garden Scene – 2.11 sec
Louis Le Prince – 1888

Evolution of Video Marketing 7
Then came strictly video social
channels: YouTube.
YouTube allowed anyone to share
videos and it became a new place for
storytelling.
The very first YouTube video uploaded
on April 23, 2005 and it was: Me at
the Zoo!
Download this slide to watch the video

Evolution of Video Marketing 8
• Everyone from businesses to
teens are posting videos on
many channels now.
• Live Streaming is a big trend.
• Live apps and sites include:
Periscope, Meerkat, FB Live.
• Useful for events like concerts,
conferences, etc.

Evolution of Video Marketing 9
• There are other emerging
ways to use live video,
such as engaging with
customers.
• Example: Experian uses
Periscope to chat about
credit, student loan debt,
and how to increase
credit scores.
Checkout this infographic from B2BNN

Video Marketing Trivia 10
Went viral for several reasons:
1. The record label, YG Entertainment
had millions of followers already.
2. Got so many views from the start, it
caught media attention.
3. Featured 3 popular Korean stars.
Do you know the first YouTube video
to reach over 1B views?
Download this slide to watch the video

Trends in 2016 and Beyond
11
• It is predicted that video will
account for 69% of all internet
traffic by 2017.
• Facebook, YouTube and Snapchat
are the leading social media
platforms for videos.
• There is even talk that Facebook’s
feed will be all video one day.

Trends in 2016 and Beyond
12
According to Forbes, trends that will
continue to grow or emerge are:
• Branded video content
• Video landing pages
• Live video streaming
• Using video in email campaigns
• Use animated GIFs for more than
just social posts
• Serving personalized videos based
on viewer profile

What Goals Can I Achieve?
13
• The number 1 benefit is higher
engagement rates.
• About 90% of the information our
brains pick up is visual.
• We process visuals 60,000 times
faster than we can process text.
• You can lose someone after 1-2
minutes of reading but video keeps
them engaged with your content.

Top 5 Goals Achieved with Video
14
1. Increase SEO ranking:
• Most search engines give video
content higher rankings.
2. Social Media Effect:
• Most sites are focusing more on
video, if they are not completely
video already.
• Most allow users to view and share
their own video content as well.

Top 5 Goals Achieved with Video
15
3. Increases Site Likeability and Trust:
• Retention rates tend to be higher for
sites with a video on the homepage.
• It also increases trust especially if
people appear from the company,
there is a voice over, or the products
are shown in action.

Top 5 Goals Achieved with Video
16
4. Better opt-in rates for video based feeds:
• People are subscribing to video feeds at
higher rates these days.
• There is lower competition since a lot of
companies are just getting on board,
especially to sites like LinkedIn.
• Grow that email list and try vlogging!

Top 5 Goals Achieved with Video
17
5. Personalized customer experience:
• You can guide visitors through your
site in the same way you might at a
store.
• You can make the assistance friendly
and entertaining.
• This increases trust, engagement
and decreases your bounce rate.

How Do I Get Started?
18
Several types of videos you can create:
1) Customer testimonials
2) On-demand product demos
3) Explainer and tutorial videos
4) Thought leader interviews
5) Project reviews and case studies
6) Live and on-demand webinars
7) Video blogs
8) Event videos > like Periscope for a meetup >

How Do I Get Started?
19
Ask these questions:
1. What drives the most business?
2. What do I want to sell more of?
3. What concepts need to be
repeated or explained?
4. What are common questions?
5. What requires the most support?
6. What parts of my business are
confusing?

Video Types Based on Objectives 20
15%
19%
26%
35%
37%
42%
45%
52%
0% 10% 20% 30% 40% 50% 60%
Increase direct sales
Increase conversion rate
Increase website traffic
Improve lead nurturing
Improve customer education
Increase online engagement
Increase lead generation
Increase brand awareness
Most Important Video Marketing Objectives

What Types of Videos Should I Create?
21
Important Tip:
• Each video should have
one goal only.
• Example: If your want
to highlight a
testimonial or explain
your company’s
mission, two different
videos are needed.

What Types of Videos Should I Create?
22
Important Tip:
• If you want long-lasting
content, and don’t plan
to regularly produce
videos over time, some
videos have more
longevity than others:
mission statements,
case studies and “how
to’s”.

What Resources Will I Need?
• You’ve determined your goals, the
next step is to figure out resources
you’ll need.
• This means the budget and people
needed to get the project done.
• Of course, the big question that
impacts these: Outsource or DIY?
23

What Resources Will I Need?
• How much can you spend on
the project?
• It’s possible to produce a
professional DIY video with the
right tools and equipment.
• We’ve put a list of tools in the
appendix that can help you on
your way.
24

Video Costs 25
• Do you have budget to hire
a professional company?
• For certain videos you
definitely want to make
them very professional.
• An example would be one
on your homepage to
explain your product.

Video Costs 26
Many factors affect price, like:
• Pre-production time, cameras,
equipment, time (shoot and edit),
motion graphics and color correction.
• Can be few hundred dollars for an
amateur video.
• The average cost for a professional
video ~$5k - ~$6k per minute.

Video Length 27
• Videos vary in length
depending on the
type or purpose.
• A service or product
video should be 1 –
2.5 minutes in length.
• Social media videos
should be 15 – 30
seconds long.

28
Determining the Right Content
• Now you have goals, type,
budget/resources determined…
• Next decide what you will say
and how you will say it.
• Get your branding team ready
to fully understand your buyer
persona before you start.

Determining the Right Content 29
• Video marketing is content
marketing so the same golden
rule applies: it must be relevant
and engaging.
• Then, the video has to have
good quality, sound and lighting.
• A poorly produced video will not
add value to your brand.

30
How to Write Your Script
• Are you a good writer? If not
there are resources to help
you write the script.
• Start writing the script using
this acronym, BLOT (Bottom
Line On Top).
• An effective script should be
about 125 - 150 words.

31
How to Write Your Script
• Viewers have short attention - expect
approx. 20% to watch only 10 seconds.
• Deliver the “BLOT” message in first 10
seconds.
• Use main body for core messaging to
explain the BLOT clearly and how you
will do what you’re promoting.
• If you have stats or something for
credibility, add to the main part.

32
How to Write Your Script
• You need a clear CTA (Call To Action).
• The CTA reflects what you wanted to
achieve with the video.
• This is the last part of your script.
• Make sure you read it out loud to find
anything that sounds odd or doesn’t align
with your objective.
• It will also save time and money.

Effective Video Content 33
• The best content will
depend on your
buyer persona.
• A general guideline
on the most popular
video marketing
content is in the
graph to the left.
28.80%
22.00%19.10%
17.80% 5.10%
Training Course
Product Demos
Product Promotions
Customer Testimonial
Brand Image Messaging

Psychology of Video 34
What makes someone take action
and click on the CTA?
Consider these 4 psychological
motivators when creating your video:
1. Entertainment, humor. The number
one reason video has always
captivated people since it was
created.

Psychology of Video
35
2. Voyeuristic Thrills. People are curious.
Some video allows them to see unedited
content making them feel like they have a
behind the scenes view.
Example: Justin Bieber’s video gives a
“sneak peek” into is life. This candid video
had more than 500K views.
Download this slide to watch the video

Psychology of Video 36
3. Special and Suspenseful. An
element of intrigue and
suspense is a strong motivator.
Example: Volvo’s Epic Split
featuring Jean Claude
VanDamme. We all wondered
if he could hold the split while
the trucks were moving.
Download this slide to watch the video

Psychology of Video 37
4. Instant feedback, instant
connection. Being a part of
something when you can’t
physically be there.
Another reason why live
videos are so popular.
Example: Movie launches
and red carpet events. >

Where Should I Share Video?
38
• Most people know the popular
video sites: YouTube, Snapchat and
now Instagram (they have entered
the field).
• LinkedIn also has more video posts.
• Facebook Live is another gaining in
popularity.

Where Should I Share Video? 39
• According to research by
Trusted Media Brands,
marketers prefer social
platforms over video platforms.
• FB, Snapchat, and Twitter top
list with 65%.
• Followed by YouTube at 55%.
• Ad Networks 29%.

Where should I share video?
40
• Snapchat won big with NBC who
chose them to highlight the Olympics.
• Was first time NBC allowed such
coverage.
• Hoping to boost engagement with the
18-24 year old segment.
• Snapchat meshed themed snaps with
articles and user generated snaps for
an all out major campaign.

Where should I share video?
41
• Example: Meshed themed snaps
together, for Usain Bolt winning
another gold metal and snaps
surrounding that.

Where Should I Share Video?
42
• Twitter has partnered with the NFL
for live steaming during the 2016
Fall season.
• The other 3 major American leagues
have followed suit.
• Goal is to increase live streaming.
• We’ll see this fall how it works.

Where should I share video?
43
• YouTube has over 1 billion users!
• If you create a lot of informational
or branded content, this might be
the channel for you.
• You can easily create a library for all
your videos here.
• Here’s a video that did so well it
caused sales of this Chewbacca
mask to sell out in many retailers.
136,809,088 views
Dumb Ways to Die
Download this slide to watch the video

Where Should I Share Video?
44
3 ideas for LinkedIn:
1. Add video in the summary,
experience, or customer
testimonials.
2. Post updates. Share your
latest marketing videos or
tag other companies.
3. Use video in LinkedIn
Groups. Start a discussion
using video.

Where Should I Share Video? 45
• Of all the places where video can
be, on a landing page is critical.
• Video on landing pages can
increase conversion up to 80%.
• Make sure the video is:
• Above the fold
• Engaging
• Not too lengthy
• Has a CTA
• Used as a background

Companies Doing Video Well 46
• Intel’s “Meet the Makers” series is a
5-part series showing what people
have built with their products to
help others.
• Lasts 1:54 minutes and is an
inspirational look at how
technology transforms lives.
• Added more value to the brand
than a simple product centric video. Download this slide to watch the video

Companies Doing Video Well 47
• Reebok’s 25,915 Days chronicled
a woman’s life from birth
showing her relationship with
running.
• Lasts 1:15 minutes with a CTA at
the end to “calculate your days”.
• Keeps with the brand’s tough
fitness image and gives a sense
of urgency. Download this slide to watch the video

Companies Doing Video Well 48
These videos were successful for
several reasons:
• Appealed to the emotions, made
a human connection, inspired.
• Kept in line with brand message.
• The videos were engaging,
inspiring, entertaining.
• Were both very short.

Analytics
49
Tools to analyze your video
performance:
• Built-in YouTube video
analytics tools
• Built-in Facebook
Analytics
• Google Analytics
• Wistia
• TubeMogule

Analytics
50

51
How to Improve your Video Marketing
• Are viewers abandoning your
videos and not taking action?
• Use the analytics to figure out
why.
• Tools like Wistia show exactly
where people are abandoning
your video. With this you can
draw further conclusions together
with your other analytics.

52
How to Improve your Video Marketing
• Another question to ask: Does
your video marketing
campaign have a solid CTA?
• If your video audience isn’t
converting, people may be
uncertain about the next
action.
• This is a common problem
with video.

53
How to Improve your Video Marketing
Other critical questions to answer with
analytics:
• Is your campaign targeted properly to the
right audience?
• This means both content and distribution.
• Make sure the message is relevant, and
that you are reaching your target on the
right channels at the right times for video.
• Optimize for mobile!!! People watch
videos on mobile in greater numbers.

Tools to Create Marketing Video 54
Here are 5 tools you can use
for your video marketing
campaign:
• Flipagram. Combine
images to create short
video stories. Available on
different operating
systems.
• The app is free.

Tools to Create Marketing Video 55
• Goanimate. Great DIY
for creating animated
videos.
• About $40 monthly.

Tools to Create a Marketing Video 56
• YouTube Editor.
Free tool that is
fully integrated
with YouTube
providing editing
capabilities right
on the website.
• This service is
free.

Tools to Create a Marketing Video 57
• We Video. Web-based
video editor to create
digital stories out of
still photos or audio
recordings.
• They have a free plan,
but storage options
will be $7 - $20
monthly.

Tools to Create a Marketing Video 58
• Wideo. Easy and fun.
Comes with selection of
customizable templates.
Can add your own logos
and graphics into the video.
• Offer a free plan for videos
that are 45 seconds or less.
For longer videos, the price
ranges from $9 - $39
monthly.

Tools to Create a Marketing Video 59
Also check out these other tools:
Videoscribe.co
Powtoon.com
Videohive.net
Videoblocks.com
Animoto.com
Rawshsorts.com

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