Using Video For Business Presented with the help of Greg Marsh, SLM Multimedia
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Using Video For BusinessPresented with the help of Greg Marsh, SLM
Multimedia
WHY VIDEO?First, let’s take a step back and look at the big picture
OUTBOUND MARKETING…
… IS BROKEN
IT HAS BEEN REPLACED BY INBOUND MARKETING
SEO & PPC
Public Relations Blogging
Opt-In Email Lists
Earned Social Media
Video Content
INBOUND MARKETING• Earning attention organically• Responsible for 90%+ of clicks on
the web• Lower average cost to acquire a new
customer• Powered by creativity, talent and
effort• Generates momentum, making
future efforts easier
Rand Fiskin, Moz CEO
WHY VIDEO?
WHY VIDEO?
WHY VIDEO?• Roughly 8.5 in every 10 online users can
be reach through online video marketing• And growing each year
• 84.5% of US Internet users watched online videos in May 2012 (Source: comScore Video Metrix)
VIDEO CARRIES ENGAGING CONTENT• Value added content
• How To & Tutorials• Behind the Scenes
• Inside Magna Carta Holy Grail with Jay-Z – Behind the scenes look at making a new album – 8.5M views in 3 days
• Thought Leadership• Quick Tips• Interviews
• Keeps customers coming back for more
VIDEO IS EASY TO DIGEST• Easier for most people to retain
information from a video rather than reading it online• More compelling than a webpage• Viewers see personality and passion
• 46% of people say that seeing a product of service mentioned in an online video would encourage them to seek out more information Brainshark
VIDEO GOES EVERYWHERE• Videos are embeddable and
modular• The ability to embed videos gives
extra shelf life to the content• Great for SEO! • Those Google crawlers love new
content• Pro Tip: Include transcript
whenever possible
VIDEO IS SHARABLE• A shared video can spread like
wildfire• Viral videos give brands millions of
impressions• K-Mart – ‘Ship My Pants’ – 18M
views in 2 months; extensive media coverage and social media buzz
• Maximize reach through social media
VIDEO COMPLIMENTS EMAIL• Videos boosts email marketing• Marketers using video in email were
generating 40% higher monthly revenue than those who did not
• Less tangible benefits include increased click-through-rates, increased time spent reading the email, increased sharing and forwarding of the email message
Relevancy Group Survey, 6/19/2013
CHARITY:WATER’S VIDEO EMAIL CAMPAIGN• Needed to raise $1.7M for efforts in
Rwanda• Problem: Wanted to increase the
amount of emails but did not want burn their supporters out
• What to do?
CHARITY:WATER’S VIDEO EMAIL CAMPAIGN• Solution: Use video to inspire and
educate instead of just asking for donations• They had to tell a story!
• Simple CTA: Watch the Video• After watching the video, viewers were
given the option to click over to a landing page, filled with stories
• “This is who your money helps”
CHARITY:WATER’S VIDEO EMAIL CAMPAIGN• Results:• 21% increase in open rates
• People wanted to learn about the situation
• 50-58% increase in fundraisers who took part in raising donations• Emotional connection was established
via videos• Overall: Raised $2M
• $300k over their goal
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