Top 10 Ways To Use Video To Drive Traffic

To Your Website

Don ByrneOwner /Producer/Director/Editor/Web Video

Strategist

The Post House

Founder/Panoramic Photographer/Virtual Tour Builder

Post House Virtual Tours

Founder/Producer/Video Historian

Post House Living Legacies

Company History/Services

Inbound vs Outbound Marketing

The Customer Challenge/Solution

Top 10 Ways to Use Video

Popularity

Growth Potential

Difficulty

ROI

General Budgeting Guidelines

Tips for Improving Video SEO

What You’ll Learn Today

Company Timeline

Launched The Post House in Banbury Place hoping to create a collaborative network of media companies for local clients.

The Post House

Started working in production in 1987Switched from tape based editing to

Nonlinear editing in 1991Motion Graphic Design , started using After Effects V1.1, by Cosa, in 1993

TeleVideo Productions

SD

HDSurvived the painful transition from Standard Definition to High Definition TV-- and the many flavors that went along with it

The HD revolution

1987 - 2015

2000

1987 - 1999TeleVideoProductions

2005

2007

Worked with JB Systems to encode first web video for local construction company—

before YouTube was launched

Encoded first Web Video

Moved offices together at 404 S Barstow St.

? What we learn today will be outdated in three years or less.

Who Knows What’s Next?

Began Collaborative Web/Video Partnership with JB Systems LLC

March 2011

April 2011

November 2011Business dedicated to saving the memories of the Greatest Generation, Vets and notable community leaders

Launched Post House Living Legacies

Business opened in response to demand from local realtors

Launched Post House Virtual Tours

2013

Changed our business model to focus primarily on web video

Focused on Web Video Strategy, Production and Distribution

2015

Web Video Planning and Strategy

Designing a web video strategy that gets viewers

back to your website.

Content Creation and Creative Services

Content is king in video, and every second counts. Once

we've designed a strategy, we'll work with you to create

content that connects with your customers.

HD Video Production and Post

We've been shooting HD for close to a decade now and have

produced videos on everything from corporate overviews,

product demos, training videos, testimonials, and more.

Graphics and Animation

If you have a product or service that is difficult to explain

or show with traditional video, consider using graphics,

text, illustrations and animation in a short explainer video.

Virtual Tours and Photography

Hotels, resorts, vacation rentals, museums, hospitals and

universities are all great places that would benefit from

our one-of-a-kind 360 virtual tours.

Video SEO and DistributionWe can help with your social media marketing and

other distribution channels to make sure your videos

will have a much higher likelihood of being found.

WEB VIDEO STRATEGIC PLANNING, PRODUCTION AND DISTRIBUTION.

Courtesy: http://a-ali.com/inbound-marketing-vs-outbound-marketing/

Challenge

SolutionA video marketing strategy that provides a steady stream of high quality videos with content customized to the individual business and a pricing structure that is a fraction the cost of billboards, trade magazines, radio and TV spots, is measurable, and can reach a potential audience larger than all of those mediums.

Many small to medium size businesses understand that the trends toward online video is strong and growing but aren’t sure where to begin in adding video to their marketing mix. Adding to that uncertainty is a double edged sword; one the preconceived notion that high quality video is too expensive, the other a realistic hunch that poorly produced do-it-yourself videos are as likely to be more damaging than helpful to their brand.

Ratings-Low to High

Camera Corner-UWEC Davies Center Case Studyhttps://youtu.be/sBTrXSjb6fk?t=3

A video case study combines customer testimonials with a more in-depth explanation of how your company’s products and services helped your customer be successful. These case studies can run anywhere from two to five minutes. The video structure follows the same “Problem, Solution, Benefit” format found in a printed case study and usually include b-roll or other supporting text and video.

1 2 3 4 5Video Case

StudiesPOPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Lucinda Bassetthttps://www.youtube.com/watch?v=TIm2a46Xw9Q

Golden Calf Companyhttps://www.youtube.com/watch?v=ZLUuOE97RNE

Most companies spend a disproportionate amount of their marketing budget on attending and participating in a variety of industry events and yet only a very small percentage of employees ever benefit from these activities. Share the knowledge gained at these events by capturing the presentations, demos, interviews, commentaries etc. on video.

1 2 3 4 5Event and Trade Show

Communications

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

Click n Curlhttps://www.youtube.com/watch?v=Z8KPTqk0J3Q

Every Tech Commercial-courtesy College Humorhttps://www.youtube.com/watch?v=Xz5Tx7hNR64

Citizens Community Bank-Mobile Deposithttps://youtu.be/OGFznfqJkwE

Product and Service demos show how your product or service works and highlight the features that differentiate it from that of your competitors. These videos are typically used to influence a prospect who is relatively far along in the sales cycle. In technology marketing these videos would be targeted at the technical approvers who need to understand how something works. In consumer marketing these would be targeted at the economic buyers of larger ticket items who may be further along the sales process.

1 2 3 4 5Product/Service

DemosPOPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

United Way 2015https://youtu.be/cs9FrtC-7bc?t=18

http://video.bobdylan.com/desktop.html

The promise of interactive video has been around for years but we’re just starting to see companies build in interactivity into their videos. You can build in calls to action, form fields, multiple scenarios and any number of engaging content that get people to not just passively watch your video but actually gets them to start to interact with your video. Technology will play a huge role in interactive video over the next few years. You can already see the foundations of this with YouTube links to other videos.

1 2 3 4 5Interactive Video

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Google search: Holstein TraderHolsteinTrader.com

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

Video is beginning to replace or supplement text and graphics as a content element on many corporate websites. Landing pages can offer a more compelling call to action with video. Some micro sites on larger web properties are self-contained, purpose-built conversion machines that have the singular purpose of generating a conversion activity (sign-up for more info, attend event, order something etc.).

1 2 3 4 5Landing Pages &Micro Site Videos

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

What It’s Nothttps://www.youtube.com/watch?v=tIwH7ptHCWc

American Heart Associationhttps://youtu.be/_JI487DlgTA

A video is viral if it is so compelling that people want to share it. (Calling a video ‘Viral’ doesn’t make it so). Viral videos have to be extremely engaging, entertaining, shocking or meaningful to be successful. Unfortunately some of the most successful viral videos have little connection (and therefore value) to any brand. Very few viral videos are remotely this successful in actually driving sales. Viral video is very difficult to do well.

1 2 3 4 5Viral Video

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

i-Heart Radiottps://www.youtube.com/watch?v=jSqWIwJhr30

Nothing is more compelling than seeing and hearing your customer (ideally in their own environment) extol the virtues of your products and services or explaining how your company helped them to achieve their business goals. These videos usually are typically combined with or used to support other marketing material.

1 2 3 4 5Customer

TestimonialsPOPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

B2C Marketinghttp://bit.ly/1LgsYo8

Testing has shown that open rates can double if you include video in your email marketing activities. To be effective the video should be purpose-built to elicit a specific conversion activity such as requesting a demo, more info, etc. E-mail is seeing a resurgence with marketers and embedded video in emails (like g-mail supports) or links to video in email is becoming very popular.

1 2 3 4 5Email Video

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

Post House Explainer Video Explainer Video

Four Different Styleshttps://youtu.be/dp3NK7TMMzw

Quickly rising in popularity, explainer videos employ illustrations, animations and motion graphics with a voice-over to explain complex products or services in a simple and compelling manner. These are usually between one and three minutes in length.

1 2 3 4 5Explainer Videos

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

Ratings-Low to High

POPULARITY

GROWTH POTENTIAL

DIFFICULTY

ROI

How to Stop Wasting Timehttps://www.youtube.com/watch?v=OGFznfqJkwE

This is a broad category that will become very important over the next months and years. Much of the content (video or otherwise) being created today by companies is focused on selling and focused on the brand. Focusing on solving your customer’s problems first and then associating your brand with those solutions will be increasingly more important and effective.

1 2 3 4 5Content Marketing

Slides Adapted from 50 Ways to Use Video Online-Courtesy of Jimm Fox-One Market Media

1Event Video

Events, Seminars, Workshops, Focus Groups Little or no pre-production, planning, or post-production. Talking

heads (field or studio) with little or no graphics. Cuts-only editing to clean up video and soundtrack. Typically a one-person crew with

camera, tripod and microphone only. Estimated Price Range = $20-$50 per finished minute

2Basic (News-Style)

Video News Releases, Man on the street Interviews, Groundbreakings Same pre-production as above. Script, if any, provided by client.

Simple editing with 1-2 week turnaround. Typically a one-person crew with camera, tripod and microphone only.

Estimated Price Range = $125 - $300 per finished minute

3Intermediate (1-2 person crew)

Basic Commercials, Internal Communications, High-Profile Events Moderate pre-production, planning and post-production. In-studio or

field production with 1- or 2-person crew. Minimal research, scripting, graphics or video inserts;

Fairly simple to intermediate editing with 2-4 week turnaround.Typically a two-person crew with standard production package

(camera, tripod, lighting equipment and microphone). Estimated Price Range $500-$1000 per finished minute

4Advanced (2-4 person crew)

Advanced Commercial TV spots, Corporate/Industrial Sales or Marketing Programs, 1-2 Camera Productions, Broadcast Documentaries, Training programs, Live Webcast events Considerable pre-production, planning, scheduling and post-production. Studio and/or field production with professional talent or customer testimonials. Moderate research, scripting, graphics and use of stock music with basic sets. Additional elements from various sources including photos, archival film or videotape, stock photo and footage libraries. High Definition editing with special effects, custom transitions and a 4-8 week turnaround from final shoot date. Typically a three-person crew with full-production package (camera, tripod, lights and microphone with additional lighting and additional camera support equipment such as jibs, dollies or a teleprompter). Estimated Price Range $1000-$1500 per finished minute

5 Complex (4 or more person crew)Similar products as above, and infomercials, corporate talk showsExtensive pre-production, planning, or post-production using elaborate sets, special effects, professional talent, extras and props. On-site makeup, wardrobe, and full production crew. In-depth research, fully scripted. Complex High Definition editing with special video effects, sophisticated graphics and animation, possible custom sound effects and music. Usually includes a full grip truck rental with a large variety of specialty lighting, and jib, dolly and crane available as needed. Estimated Price Range = $2000-$3000+ per finished minute

Video Budget Guidelines

DescriptionMake sure your video has a relevant title and content description. Summed up in the first sentence, then full description.

Use Tags appropriate to the contentUse as many tags as possible that fit the description and topic of your video.

Embed the video into the landing page for your product or service.

Surround the video with keyword-rich text content on your website

Create navigational paths specifically for finding video, starting on the homepage.

Pull text metadata about your video into the index-ready text on your page

Share the link from your website on Facebook, Twitter, Linked In, and other social sites.

Tips For Improving Video SEOAnd Getting Your Video Found

QUESTIONS?CONTACT US

Thank You

Facebook.com/ThePostHouseTV Twitter.com/PostHousevideoE: don@theposthouse.tv P: 715 858-0454

Don ByrneThe Post House

404 S Farwell St, Suite 4Eau Claire, WI 54701