Video marketing 101

1

Video Marketing 101

OR HOW I LEARNED TO LOVE YOUTUBE…….

Audit Visuals

2Marketing

The process of communicating the value of a product or service to customers, for the purpose of selling that product or service. Capturing marketing insights

Connecting with customers

Building strong brands

Delivering and communicating value

Creating long-term growth

And developing marketing strategies and plans

like Humm?

How? Why?Me? #?&

3Video Marketing

Quite simply video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service.

Customer testimonials along with live event videos are becoming more and more popular as companies try to leverage rich media content into their marketing efforts.

4Enhancements > Expectations

Basic Service/Product

Expectations

5Enhancements > Expectations

Basic Service/Product

Enhancements

Expectations

6Enhancements > Expectations

Basic Service/Product

Expectations

Expectations

Enhancements

7Enhancements > Expectations

Basic Service/Product

Expectations

Expectations

Expectations

Enhancements

Time

Competition

8Video Marketing Background

YouTube was founded by Chad Hurley, Steve Chen, and Jawed Karim, who were all early employees of PayPal. Prior to PayPal, Hurley studied design at Indiana University of Pennsylvania. Chen and Karim studied computer science together at the University of Illinois at Urbana-Champaign. YouTube's early headquarters were situated above a pizzeria and Japanese restaurant in San Mateo, California.

9Video Marketing Background

Today the top 100 Global Brands have over 1,272 YouTube channels with 150,240 videos that attract over 4.7 Billion views.

The top 100 Brands publish over 7,000 videos a month. Last year alone Disney produced 1,177,939,526 views, exceeding Google at 986,350,372 views.

Why so many views? Human beings have a need to learn and be entertained. Just that simple.

2011 2012 20130

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Google Stock

10Why Use YouTube Video in a Marketing Strategy?

Video in and of itself won’t replace websites, direct mail, print advertising, or tradeshows. But it’s an effective way to generate interest and enhance these other media channels to make them more effective. Video can help your marketing online in these four primary areas:

Behavioral Analytics

Conversion

Efficiency

Search Engine Optimization (SEO)

11Strategies in Video Marketing

Blogging

E-Mail List

Pay per View

Target Involvement

Social Media Marketing

12What is Success? (Measurements)

Number of new prospects

Demographics Statistics

Geographical Statistics

Time Spent Watching Video

Hours Saved in Telling Your Story

13Video Marketing Tactics

Target Commercials

Educate Your Buyer/Seller

Create Content for your Marketing Strategies

Strange but True: Team Building.

14All You Need to Do

Choose your Target Market

Create a message

Create a Compelling Concept

Create a budget

Draft a script/storyboard

Check for legal issues

Select your cast and crew

Select props

Select a location

Shoot the video

Edit the video

Select tracks and graphics

Broadcast video

Measure the success

15Or Not

Find a production company that has been down this road. Independents that work with small business and professionals = $

Small production companies that work with mid-sized organizations = $$$

Large production houses that work with organizations and networks = $$$$$$

16Integrating Video into your Marketing Plan

First the Pain Your product/service is confusing

Sales Redundancy

Sales Inconsistency

New product/service

New concept to the market

17Integrating Video into your Marketing Plan

Value Points for Video Showing your inventory and/or facility

Show your competitive advantage

Show the price-value relationship

Build Credibility

Build Trust

18Integrating Video into your Marketing Plan

The Plan Your Website

Snail Mail

E-Mail

Social Media

Events

Trade Shows

Seminars/Webinars

Print Advertising

19Integrating Video into your Marketing Plan

Types of Video Testimonials Meaningful

Educational/Informational

Entertainment

“Edutainment”

20The Launch

Where to use Video on your Website Web content

Product pages

Testimonials

Case Studies

Blogs

Frequently Asked Questions

Learning Centers

About Us pages

21The Launch

Hosting Video on YouTube http://www.youtube.com/channel/UC_Of4jDnIZyIyZkkYMPjTtw

22The Launch

Create Visibility with Social Media Blogs

Industry newsletters and news websites

Online forums and communities in your market

Facebook

Google+

LinkedIn

Twitter

YouTube

23Expectations

What to Measure with YouTube Define your business goals

Attract a large number of video views

Reach many unique viewers

Reach your market target

Reach a larger social media market

Produce sales

24Expectations

Creating Reports YouTube Analytics

Tracking viewer numbers

Examining Traffic Sources

Analyzing user behavior

What’s the “impact”?

25Summary

Marketing can be challenging, especially for a smaller business with limited capital. Learn the ropes and get used to seeing yourself on the small screen; you could become the spokesperson for a very successful company! Keep these tips in mind, get creative in your approach and have fun with it! YouTube is one of the top 2 searched sites by Google in the world.

Many web visitors would choose to watch a quick video rather than read the content.

Video can increase lead generation.

Video can increase conversion through testimonials and other resources.

Video tutorials can help save money on the cost of customer service staff.

Blogging video increases content being indexed in Google.

Video increases brand awareness

26Thank You…….