Lights, Camera, Take ACTION!Presented by Jeff Julian

@jjulian / @entmktr

Jeff Julian (Software and Content Developer)

• Author of Agile Marketing: Building Endurance for Your Content Marketing Team

• Co-founder of EntepriseMarketer.com, An Online Community for Marketing Teams

• Co-founder of AJi, Content Management Agency

• Co-founder of Squared Digital, Digital Marketing Agency and Media Company

• Founder of Geekswithblogs.net, Largest Technical Blogging Community (2003 – 2012)

The World We Know Today in Marketing

For most of us…• We get into the office each day and rummage through emails to find

marketing requests from other departments

• We update our website using cumbersome tools IT folks created for us (but really them)

• Our social media and content marketing strategies are lacking or non-existent

• We are afraid we are not differentiating enough, but we don’t have the courage (and budget) to take the leap.

Status Quo is Dead, We Have A Serious Problem

• Sales Teams are having troubles reaching customers• Email is getting ignored• Social Media networks are monetizing views• Blogging technologies for subscriptions are dead• Direct Marketing is expensive and mostly ineffective• Events are saturated with sales professionals and SWAG for Leads…• Marketing is being asked to show ROI (Return on Investment)

We Must Change To Survive!

Mission: Find Our Audience and Capture Their Attention!

Can Video Marketing Help Us Win This Battle?!

But…

We Don’t

• Have Budget to Produce Videos

• Have Anyone on our Team That Can Produce Videos

• Have Time For Another Content Time

• Watch Videos, So Why Would Our Customers?

We Can’t

• Just Adopt A New Strategy Now

• Ask for Approval Without Validation

• Show Competitors Who Are Using Video

• Prove Video Works

If I Could Do It… So Can You!

What If…

65% of Executives Visit a Website After Watching A Marketing Video

59% of Executives Would Rather Watch Video Than Read Text

What If…

YouTube Mobile Video Consumption Rises 100% Every Year

1/3 of All Online Activity is Watch Video

What If…

92% of Mobile Video Consumers Share Videos with Others

90% of Online Users Say Product Videos are Helpful When Buying

But What If…

Video in Email Leads to 200-300% Increase in Click-Through Rates

75% of Executives Watch Work-Related Videos on Business Websites At Least

Once a Week

A Few Examples To Help Us On Our Journey

Lead Generation – Moz Sales Enablement - Volvo

https://moz.com/blog/category/whiteboard-friday https://www.youtube.com/watch?v=M7FIvfx5J10

A Few Examples to Help Us on Our Journey

Customer Education - Apple Events – Enterprise Marketer

https://www.youtube.com/watch?v=XBfk1TIWptI https://enterprisemarketer.com/videos

Video Marketing Strategies

• None - Random mixture of video spread out for testing purposes or just a Spray-and-Pray approach to marketing

• Simple – Product or site teasers, demos, about our company, how-to support videos, etc. Traditionally YouTube or Vimeo (aka Cheap) served videos.

• Moderate – Content Marketing series, event recordings, enhanced webinars, case studies, project overviews, sales proposals. Consistent use of video content within digital assets.

• Complex – Live events, documentaries, media or television network content, daily updates, on-demand series. Dedicated team for producing video.

Challenge: With More Complexity, Expect More

People + Time + Equipment

Challenge: BYOA, Bring Your Own Audience.

Challenge: Must Work on All Platforms (TV, Desktop, Tablet,

Phone)

Basic Approaches for Video Production

What Goes Into Producing Video Assets?

Ideas Content Video Analytics

Strategy Landing Page Cameras / Microphones –Recording Devices

Analytics and Tag Management Tools

Personas Scripts Actors / Talent / Legal Reports

Budgets / Resources Transcripts Lighting / Locations / Power Integration to CustomerRelationship Management (CRM)

Journey Social Media / Promotion Software / Effects / Computers

Integration to Marketing Automation (MA)

Pick Your Video Production Approach

• Agency – Creative, Advertising, or Marketing agencies can offer full package solutions for video production. You provide the idea, and they provide the content, video, and analytics.

• Independent Contractor – This is your freelance video production professional. Might be a wedding videographer or another creative wanting to work on their own. You provide the idea, content, and analytics, and they provide the video.

• In-house Team – You either train or hire a video professional or team to produce your content. These are fulltime members of your content team. You provide idea, content, video, and analytics.

Challenge: You Need To Find Talent That Can Deliver Your

Vision

Challenge: Expect Delays In Production. Set Delivery Goals

with Executives Accordingly.

Challenge: Equipment Is Expensive!

Big TimeWe Are Going In-House!

In-House Production – Strategy : None

Basic Workflow

• Use Your Phone and a Simple Recording Device

• Edit with Online Tools or Simple (Free) Software for Home Users

• Publish on YouTube, Facebook, Snapchat, or Instagram

• Promote with Native Social Media Tools

Cost Estimates ($800+)

• Camera / Audio - $500 (Phone, Portable Recorder, GoPro)

• Lighting - $50 (Use Available Light, Simple LED)

• Talent - $0• Accessories - $250 (Tripod,

Memory, Bag)

In-House Production – Strategy : Simple

Basic Workflow

• Use dedicated camera and audio for recording footage

• Edit with iMovie or basic video production software

• Publish on YouTube, Facebook, Snapchat, or Instagram

• Landing Pages on website, promote with social media, collect basic analytics

Cost Estimates ($5,000+)

• Camera / Audio - $1,500 (Consumer DSLR/Lens Kit, (2) Tascam Recorder / Lapel Mic)

• Lighting - $500 (Two – LED Lightbox Kits with Batteries / Stands)

• Talent / Location - $1,000/shoot (Variable)

• Accessories - $2,000 (Tripod, Storage, Computer, Bag, Software)

In-House Production – Strategy : Medium

Basic Workflow

• Storyboard concepts and create a shot list and position diagram

• Scout location and schedule talent

• Secure contracts for rights and licensing

• Test equipment and pack gear

• Setup location and test equipment again

• Record collection of footage based on best use of time and facility

• Backup footage and audio, teardown equipment, and inventory assets

• Create production schedule and produce assets

• Release content via Private Video Cloud, Publish via CMS, Social Media, and Email

In-House Production – Strategy : Medium

Cost Estimates ($20,000+)

• Camera / Audio - $8,000+• 2+ Cinema Cameras ($2,000 to

$12,000+)• Professional Lens Set ($2,000 to

$10,000+) • Multi-track Field Recorder with

Professional Shotgun or Wireless Microphones ($2,000+)

• Lighting - $2,000+• 3+ LED & Power Packs ($1,500)• Light Stands and Sandbags ($500)

• Talent / Location - $2,000+ /shoot (Variable)

• Accessories – $7,000+• Off-camera Recording ($1,500+)• Hard Gear Cases for

Camera/Lenses/etc. ($1,500+)• Cables and Backups ($500+)• Pro-Quality Software ($2400/yr.)• 2+ Cinema Tripod ($750+)• Gimbal or Rail System ($500+)

How to Win with Video Marketing

1. Start small, like REAL small2. Look at the pain points of your consumers/leads and ask how you

can use videos to help solve their troubles.3. Find a local video professional group to learn from4. Commit to producing content for six months and align

measurements with influenced-revenue goals (net new sales / existing customers)

5. Become an video content evangelist within the organization6. Survey, survey, survey…

My Challenge On The Road Back

Are You Ready?

Plan: Make Sure You Have Defined A Non-Video Strategy for

Your Marketing Efforts

Train: Every New Technique or Tactic Will Be Best Executed With

Appropriate Training.

Test: Everything Is Not Better With Video. (Think about those friends that

always say the book was better…)

React: We Need to Get Started Now. Live Video is here...

Marketers have become proficient with written content ...

Marketers are becoming better with audio content thanks to podcasts and

webinars...

And now marketers are ready togrow in the practice of Video

Marketing...

But, Off In the Near Distance…

Our Next Big Adventure

https://www.youtube.com/watch?v=pLd9WPlaMpY

Thank You!Text MARKETING to 66866

oremail jeff@enterprisemarketer.com

to join the EnterpriseMarketer.com and get the slides for this presentation.