getting started with video marketing

How To Amplify Your BusinessWith Video Marketing

@MarcusKrieg #AZTBlunch

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In this presentation, you’ll discover…

@MarcusKrieg #AZTBlunch

1. How to design the right video marketing strategy for your business

2. How to plan your first video project

3. How to promote your finished videos for maximum impact

The 4 “D”s of an Effective Video Marketing Strategy

Discover: -Your objectives and current assets

Design: -An integrated video marketing strategy

Develop: -The right video content for your goals

Deploy: -Finished videos as part of your integrated strategy

Discover

Design

Develop

Deploy

@Marcus Krieg #AZTBlunch

Discover


If Video Marketing Were A Superhero…


Superman:

- Self-contained powerhouse

- To get results, he just needs to show up

Batman:

- Still a powerhouse, but nothing without his tools

- To be effective, he needs to bring the right tools for the job

If Video Marketing Were A Superhero…


The Two Biggest Questions In Discovery


Question #1: What are your objectives?

Determines which type of video you need, who your audience is, and the topic.

Example objectives: Boosting conversions, driving traffic, limiting churn, growing thought leadership, etc.

The Two Biggest Questions In Discovery


Question #2: What can you repurpose?

If you don’t already have a video that meets your needs, compile all the non-video assets you currently use to solve the same problem (copy, blog posts, infographics, slide decks, FAQs, sales scripts, etc.).

These materials will help your team create a video with messaging that you already know works.

Avoid reinventing the wheel when investing in video.

Design


The Video Marketer’s Utility Belt


Potential Goals:

•Traffic

•Awareness & Brand Recall

•Persuasion & Conversions

•Thought Leadership

•SEO

Driving Traffic With Video

How Video Helps:

• Videos get 12x more Facebook shares than text and link posts…combined!

•Video increases email CTRs by 300%

Pro Tips:

•Create video content that is useful and interesting

•Most effective when paired with your blog content


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Building Brand Awareness With Video


How Video Helps:

•Videos increase people’s understanding of your product or service by 74%

•80% of internet users remember the videos they watch online

Pro Tips:

•Create video content that is useful and interesting

•Best done with YouTube, as it has the largest reach of any video platform available bit.ly/17ujyo2

http://bit.ly/17ujyo2

Using Video For Persuasion and Conversions


How Video Helps:

•80% of web visitors will watch a video, compared to only 20% that actually read your copy

•Site visitors are 64% more likely to buy a product after watching a video

Pro Tips:

•Try the Problem > Agitate > Solution framework for your videos

•Use a 3rd party video player (I like Wistia) and incorporate these videos into your site

•Follow persuasion principles

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http://www.copyblogger.com/problem-agitate-solve/

http://www.wirebuzz.com/video-hosting/

http://www.wirebuzz.com/why-video-is-persuasive/

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Building Thought Leadership With Video


How Video Helps:

•Video uses all three communication modalities: auditory, visual, kinesthetic (emotional)

•Video is the most synchronous form of online communication

Pro Tips:

•Use your face (talking head style videos) and definitely don’t script these videos, just use outlines

•Make these videos educational and inject your personality

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Driving Search Traffic With Video

How Video Helps:

•Video doubles the average time visitors spend on your web pages

•Web pages with video earn 300% more organic links than those without

Pro Tips:

•If your goal is to dominate SERPs, use YouTube. But if you need traffic to your site, use Wistia.

•Keep in mind, video is NOT a magic bullet. you must still follow SEO best practices and produce high quality content if you want to rank


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http://moz.com/blog/hosting-and-embedding-for-video-seo

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Messaging and Visual Storytelling

Pre-production steps vary based on your goals and video type, but here are some important tips for planning your first video project:

•Write like you speak, not like you write

•Think about the visual elements that will help you tell your story. If something can be said visually, do it! Visuals are processed 60,000x faster than text.

•Plan your promotion strategy first, so you can “cook in” optimizations (e.g. asking for subscribers, referencing external materials, mentioning influential experts, etc.)


http://lp.wirebuzz.com/youtube-seo-ebook

Develop


Production Quality

“The wrong advertising can actually reduce the sales of a product.

If your advertising looks cheap or shoddy, it will rub off on your product.

Who wants to be seen using shoddy products?”


-David Ogilvy

Preparing Your Studio

The two most important elements of a beautiful video:

1. Lighting (Standard 3-point setup)

2. Sound Quality (Use an external mic)


No Lighting

This is what it looks like when you film without any lighting kits or color correction.

If you don’t have a lighting kit, we strongly recommend filming outside


No Lighting, Edited

Even with a good video editor, this is the best you can expect from a video that doesn’t include a lighting kit.

It’s the same shot as before, but it has been edited to make the subject more visible in low lighting.


Key Light

This is your main light.

It covers the majority of the subject, but leaves harsh shadows on the opposite side.


Edge Light

This is what it looks like when you add an edge light.

It adds light to the top and back of your subject, which helps them stand out from the background.

As you can see, these two lights are often enough to make your subject look really good.


Fill Light

This is your final light.

It fills any remaining shadows on the opposite side of your subject.


Production

Your Camera Setup:

1. Sturdy Tripod

2. HD Camera

Pro Tips:

• Think about the shelf-life of your videos

• It’s better to get started than wait until you can afford the best equipment.


Affordable Options To Get Started

Lighting: •Softbox Lighting Kit: amzn.to/1zDqPcy

Mic: •Wired Lav Mic: amzn.to/17TdMw8 •Wireless Lav Mic: amzn.to/1Gp6k8d

Tripod: •Full: amzn.to/1LCpKJA •Phone Tripod: amzn.to/1vvvfGb

Camera: •Your HD Camera Phone (iPhone, Galaxy phones, etc.) •Logitech C920 Webcam: amzn.to/18hL5db •Lumix Lx100: amzn.to/1D7UCv1


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Video Editing

Once you have the raw footage, you need to edit it into something beautiful and succinct.

If there is one thing you should almost certainly outsource to a pro, it’s this part.

Not only will it save you a TON of time, but a professional editor will make your video perform much better.

Editing Options: •Mac Users: Screenflow bit.ly/1ENeUfM •PC Users: Camtasia bit.ly/1A3DggJ


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Deploy


The Biggest Mistake Brands Make With Video

What most brands do:

1. Create great video

2. Post video on YouTube

3. Send to email list

4. Share on social media…once

5. Complain that video doesn’t work


If all you do is build it, they WON’T come

Promoting Videos When You Don’t Have Millions of Fans

Spend at least as much time on promotion as you do on production

Potential promotion tactics include:

• Emailing your list

• Sharing on social (multiple times)

• Guest posting

• Content Partnerships

• SEO/Link Building

• Video Advertising


Emailing Your List

When to share videos with your emails:

1. Blog Posts/YouTube Videos

2. Sales Funnels

Pro Tips:

•Use your video thumbnail image as a clickable link to the appropriate page on your site (videos don’t play in all email platforms)

•Create autoresponder sequences, using your video series like a “sideways sales page”


Traditional Sales Page

Sideways Sales Page

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Social Promotion

Most people share their videos on social media…once.

But, you can easily DOUBLE your viewership by sharing your content multiple times.

Pro Tips:

• Share at different times

• Switch up your copy

• Continue sharing your best videos in future months


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Guest Posting With Your Videos

Benefits:

• Social Proof

• Access to larger audiences

• Save time landing guest posting gigs

Pro Tips:

• Do your research

• Build relationships with blog owners in your niche

• Use links to a landing page in your author byline to convert 1000%+ more visitors @Marcus Krieg #AZTBlunch

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Content Partnerships

Collaborate with other companies or experts that have a similar audience.

Google+ HOAs are great for this.

Benefits:

• Social Proof

• Access to larger audiences

• Builds relationships with influencers in your niche

Pro Tip:

• Make sure YOU bring something to the table too


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Advertising

YouTube and social media advertising works, but you have to pay to play.

I really like Facebook and YouTube ads for video promotion.

Pro Tips:

• If you’re trying to make a YouTube video rank in search, use YouTube’s native TrueView ad format

• If you’re trying to make your website rank in search or are trying to convert viewers into leads or customers, use social media ad formats to drive targeted traffic

• Use the targeting features for higher ROI@Marcus Krieg #AZTBlunch

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SEO

Video is an amazing tool for SEO, but only when it’s executed and planned strategically.

You have two choices:

1. Use YouTube (better rankings, more total reach)

2. Embed video on your blog posts

Pro Tips:

• You tell Google and YouTube what your video is about, but your AUDIENCE tells Google if it was good

• Don’t cannibalize your rankings by placing videos on YouTube when what you really need is website traffic


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http://lp.wirebuzz.com/youtube-seo-ebook

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Thank You!

Marcus [email protected]


mailto:[email protected]