How To Use Video Marketing To Grow Your Business
Post on 13-May-2015
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RENEGADE BUSINESS SOLUTIONS Video Marketing Made SimpleHow To Enhance your lead generation & sales
Video Marketing Presentation Overview
Video Marketing Made Simple
Presented by
Who I Am
What is Video Marketing?
Why Use Video Marketing?
Why Video Marketing Works
Case Studies
The Secrets Of Video Marketing
Internet Marketing Strategy Who I Am
About Your Presenter:
Michael RayPresident Renegade Business SolutionsRenegadeBusinessSolutions.com
Over 20 years marketing experience
Started as an event promoter
Worked with several Fortune 500 companies
Expert knowledge of Internet Marketing &
Inbound Marketing
What is Video Marketing?
1. Use of Video Marketing channels as part of integrated marketing communications
2. Usually center around efforts to create video content that attracts attention
3. Generates online conversations
4. Encourages views to share it with their social networks
5. Message spreads from user to user
Marketing What Is Video Marketing?
Ability To Reach A Large Audience
Fastest Growing Segment Of Internet Advertising
Less Competition
Better Ranking On Search Engines
Increased Conversions To Sales
Communicate With Viewers Better & Faster
Video Marketing Why Use It?
B2C & B2B Case Studies
Video Marketing – The Numbers
1. Over 141 Million Americans Watch Video
2. 52% Of Internet Users Watch Video
3. Over 2 Billion People Have Access To Video Over The Internet
4. YouTube is the #2 Largest Search Engine In The World
5. 25 billion video streams on an average month
6. Facebook’s video views increased 239% in one year: Facebook users watched
245 million videos in May 2010 alone.
Ability To Reach A Large Audience
New York Times Article
1. Video is now the fastest-growing segment of the Internet advertising
2. eMarketer said that video ads will be the “main channel” for major advertisers
3. Companies like CNN, ESPN, WSJ, and MSNBC are increasing their investment in online video
4. It works
Fastest Growing Segment Of Internet Advertising
Fewer Competitors1. Because people are afraid of video
there is less competition
2. Only 19% of small businesses use video (Up 8% from last year)*
3. Better chance of ranking on #1 and #2 search engines in the world
4. Does not have to be great quality video
*Source: Forrester Research
Less Competition
Get More Traffic With Video
1. Google loves video
2. Search engines index video sharing sites on a regular basis
3. Video can rank as fast as 10 minutes
4. One video can rank multiple times
Better Ranking On Search Engines
Increased Conversions To Sales
PROFIT
SOCIAL MEDIAVIDEO MARKETING After viewing online video, respondents in surveys said:
55% indicated they checked out the company’s website 52% took action 30% went to the store 28% looked for more information on the product or service 24% made a purchase Conversions from site visitors to sales improved by 15% for companies using online video
Statistics from Internet Retailer, Marketing Sherpa & The Kelsey Group
Communicate With Viewers Better & Faster
Communicate Better
More personal communication Helps create feeling of trust Speaker is seen as an authority figure or expert
VS
Communicate Faster
Can say more with less space Can say more in less time Website visitors are beginning to expect video
The Case For B2C Video Marketing Usage
B2C Video Benefits
1. Sites that use product videos sell up to 45% more
2. You're 53x more likely to appear on page 1 of Google's search results with video on your site
3. Your click-through-rate could increase up to 200% with video usage
Source: Forrester Research & Visible Gains
Amazon.com
1. Using video to promote it’s top product - The Kindle
2. Posted video on most important real estate on page
3. The Kindle is now Amazon’s top selling product
4. Simple video that you can make for your business
B2C Video Marketing Case Study
Zappos.com
1. Using video to provide contact points for customers to see the service and experience offers
2. Videos designed to overcome the issues of online shopping
3. Results: Products with video sell up to 30% more than products using just static pictures
B2C Video Marketing Case Study
The Case For B2B Video Marketing Usage
B2B Video Benefits
1. Using videos in B2B email can increase click-through rates by as much as 2-3 times
2. Video has a higher perceived value to readers and viewers
Source: Forrester Research
The Case For B2B Video Marketing Usage
B2B Video Benefits
1. Higher conversion rates are associated video usage
2. People who are tentative on an offer are more likely to take it after viewing video
3. Online video is second only to word of mouth for its ability to influence decision makers in every stage of the purchase lifecycle
Source: Visible Gains & Video Marketing Benchmark Report
The Case For B2B Video Marketing Usage
B2B Video Benefits
1. Video increases a company’s brand perception
2. Better able to connect with prospects with video
3. By putting a face to the company
Source: Visible Gains & Communications Consulting
Worldwide
The Case For B2B Video Marketing Usage
B2B Video Benefits
1. Video allows you to better explain and demonstrate a complex product or service
2. Video gives you opportunity to use thought leaders in the your industry to promote your product or service
3. Video allows you to offer more effective testimonials from existing clients
Source: Visible Gains
B2B Video Marketing Case Study
Serena Software Case Study
1. Used video to get people to evaluate their software via trials
2. Posted video on YouTube and their website
3. 100,000 people conducted trials
4. Result: Made $10 million in sales with $40 million in opportunities
Source: PR Meets Marketing
B2B Video Marketing Case Study
Salesforce Case Study
1. Posted a video called “What is Cloud Computing?” that was viewed over 200,000 times in one year
2. So pleased with this result that they posted over 1,000 videos on YouTube
3. VP of Marketing said it’s like having 47 “hyper-efficient reps” working the phones daily
4. VP of Marketing notes they are getting great SEO rankings and other granular metrics
Source: Visible Gains & Salesforce.com
B2B Video Marketing Case Study
Earnest Advertising Agency Case Study
1. Devised a test to see if B2B Video marketing works
2. Results after the first 6 weeks were as follows• Had 6,500 video views (550% over target)• A 42% increase in Twitter followers – including a
number of senior marketing professionals and influential figures in B2B
• A 30% increase in weekly visits to corporate website• Inbound links to corporate site were up 70%• A 77% increase in weekly visits to the Earnest blog• Inbound links to blog up 87%• Over 20 outside blog posts covered the video • Significant improvement in natural search
performance• 2 business opportunities
Source: Earnest Advertising Agency
WHY YOU SHOULD USE VIDEO MARKETING
NOW!!
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Video MythsVideo it complicated
Video is too expensive
Video is technical
You have to be good looking
You have to be a good speaker
Pros don’t believe the myths about video production and are glad most people do.
Tech Doesn’t Matter
1. Most video done on PowerPoint, Keynote or screencast
2. Screen cast software
1. CamStudio
2. Camtasia Studio (Techsmith)
3. Jing (Techsmith)
4. Screenflow
3. Camera - Kodak Zi8
4. Microphones (Mics Matter)
1. Audio Technica ATR-3350
2. Logitech headphone w/mic
Video Marketing Video Myths
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Start With End In Mind Why are you doing the video
What is your ideal outcome
Start with script first
One idea per slide only
Must have Call To Action (CTA)
What is the goal of the video
Video Marketing Video StructureMust hook audience in first 15 seconds
Must give them a path to your solution
Must persuade them to take action
Hook – Path - Persuasion
Video Marketing General Rules
Keep Under 15 Minutes
Less Than 3 Minutes Best
Tailor Style To Audience
Strategies for shooting video
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Lead Generation Strategy
Suggested Techniques
• Give away your best information first
• Split information into series
• Positions you as leader and expert
• Builds trust• Generates leads
Video Marketing Strategy
Strategy
• Use Video Marketing to drive people back to your website
• Use landing (squeeze) pages
• Giveaway free information in exchange for customer contact info (lead)
Video Marketing Strategy10x10x4 Method
Shoes Method
I’m Better Than You
Wiz-Bang
White Rice
Demo
Testimonial
Content strategies for shooting video
Video Marketing Strategy 10x10x4
10 FAQs
10 SAQs
1 Tag on Video
1 Landing Page Video
1 Thank You Page Video
1 Offer Video
Strategies for shooting video
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Distribution
DISTRIBUTION
1. The pros distribute their video far and wide on the internet
2. Use automation tools like Tube Mogul and Traffic Geyser
3. Video distributed to between 20 – 40 video sharing sites
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Promotion
PROMOTION
1. You must promote your video to make sure it gets seen
2. Video sharing sites give each of your videos a separate webpage & URL
3. Bookmark your video pages using automated tools like SocialMarker.com or SocialPoster.com
4. Increases rankings on Google and visitors through social media sites
THE 6 Secrets of Video Marketing That The
Pros Use
Video Myths
Start With End In
Mind
Strategy
Distribution
Promotion
Measurement
Video Marketing Measurement
MEASUREMENT
1. You must measure your progress to see if you are doing well
2. Use tools like Visible Measures, TubeMogul, and YouTube Insights
3. Google Analytics for your blog or website
Thank You for your time.For more information about Video
Marketing contact me at:Mike@RenegadeBusinessSolutions.com
or 202-640-1750
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