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Video can work wonders to your communications strategy - lead generation, improve conversion rates, build visual identity and sales boost etc - if you know how to use it. This guide takes you through the basics of planning video based campaigns, and hints in creating smart explainer videos. This presentation was used during the eGov Forum in Bahrain, April 2014. Check it out and let us know what you think at [email protected]
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GETTING STARTED WITH �ONLINE VIDEO COMMUNICATIONS�
Part II �Jakub Lebuda�
CLIPATIZE. Explanatory videos.�
Video marketing campaing ��
traffic �understanding�
conversion �
PLANNING A CAMPAIGN �=�
DEFINING THE USP �
http://www.toprankblog.com/2011/07/online-marketing-media-mix/�
GENERATING TRAFFIC ��who are we talking to? �where are these people? ��Paid media�Earned media�Shared media�Owned media� �
http://www.toprankblog.com/2011/07/online-marketing-media-mix/�
http://www.toprankblog.com/2011/07/online-marketing-media-mix/�
CHANNELLING TRAFFIC ��#The promise �#Context of use �#WIIFM �#social proof �#call to action��
CHANNELLING TRAFFIC �(cntnd) ��
http://unbounce.com/landing-pages/7-elements-of-a-winning-landing-page/�
ENSURING UNDERSTANDING ��#explainer video �#1-2-3-4 steps banner (hero shots) ��#key benefits list �#live chat ��
CONVERSION ��what do you want to achieve ��#call to action�#conversion facility (form, download button, subscribe mechanism) �#ensure a benefit �
PLANNING A CAMPAIGN �#things to consider �
TRAFFIC LANDING PAGE VIDEO Know your budget and goals
Encourage feedback Know your
competitors (creation+plan, look globally)
Ensure testing: A/B, focus groups,
eyetracking
Hosting (YT, other providers)
Identify/know know your target
Analytics: source of traffic,
bounce rate
Analytics: how people watch
my video Agree on who is monitoring/evaluating the campaign
Be ready for success (manage lead/conversions)
GOOD LUCK! �