Transcript Video Marketing

Video Marketing
What it is, why it matters, and
what you should do about it.
Marketing vs. Advertising
Marketing vs. Advertising
• Marketing: The strategy of how to gain
brand advocacy.
• Advertising: The collateral (content) you
create to promote your
marketing.
Marketing vs. Advertising
• Many organizations make the mistake
of beginning to advertise themselves
without ever really
marketing.
• To effectively grow
your business, you
need to start with
marketing.
Marketing 101
• Select from the following:
– Demographic Data:
•
•
•
•
Age Range
Gender
Region
Etc.
– Psychographic Data:
• Motivating buying factors
• Level of engagement within various mediums
Marketing 101
• ST. PAUL ENGAGEMENT RING STORE
– Demographic Data:
•
•
•
•
Age Range: 18-25
Gender: Female
Region: St. Paul
Etc.: Engaged
– Psychographic Data:
• Motivating buying factors: Beautiful, Unique…
• Level of engagement within various mediums:
Social platforms, in-store ad’s
Advertising 101
• Every organization creates content:
Video
Pictures, Radio, DM’s, etc.
Blogs, Head shots, etc
Basic Content: Statuses, Posts, Business Cards
Advertising 101
• Barriers to entry:
HIGH
Video
Pictures, Radio, DM’s, etc.
MEDIUM
Blogs, Head shots, etc
LOW
Basic Content: Statuses, Posts, Business Cards
Advertising 101
• Barriers to entry:
HIGH
Video
Pictures, Radio, DM’s, etc.
MEDIUM
Blogs, Head shots, etc
LOW
Basic Content: Statuses, Posts, Business Cards
Advertising 101
• Here is what’s missed…
Video
Pictures, Radio, DM’s, etc.
Blogs, Head shots, etc
Basic Content: Statuses, Posts, Business Cards
Advertising 101
• Videos By Nature Include:
– A video (obviously)
– Stills – for billboards, print, direct mail, instore, etc.
– Radio – raw audio can be exported
– Blog’s, statuses, tweets, etc.
• This is why we recommend you START
your advertising with video. You’ll get
everything else by default!
Does Video Marketing Work?
Does Video Marketing Work?
• Video Marketing: The strategy of using
video as the primary advertising content to gain brand
advocacy.
• Advertising: The collateral (content) we
will use includes: videos,
stills, audio files, print, etc.
Does Video Marketing Work?
• Forbes believes in video
– 80% of executives are watching more video
online this year than last year.
– …65% of which visited a vendors website
after watching their video
• An average of over 100 million individuals
watch video on the internet every day
(Video Brewery.)
• Digital viewership is expected to increase
to more than 22 million viewers by 2017
(eMarketer.)
Does Video Marketing Work?
• By 2017, video will account for more
than 69% of all consumer traffic (Cisco).
• Now a full 7 in 10 B2B marketers create &
distribute original videos online (Bright
Cove.)
• YouTube is the second most used search
engine in the world. It is beat only by it's
owner, Google (Mushroom Networks.)
What 2015 Taught Us
• https://www.youtube.com/watch?v=qh4Y4tBw8g&index=12&list=PLS8Z_3VdK7IIycQbqyk
nj-LjiVVSxdIAk
You ARE A Media Company
• https://www.youtube.com/watch?v=USQlXGL
5AtY&list=PLS8Z_3VdK7IIycQbqyknjLjiVVSxdIAk&index=5
Selling Your Boss On Video
• https://www.youtube.com/watch?v=pV8dd10
3Rgs&list=PLS8Z_3VdK7IIycQbqyknjLjiVVSxdIAk&index=2
Video IS NOT Like Pizza
• https://www.youtube.com/watch?v=RRyPam1
KFTU&list=PLS8Z_3VdK7IIycQbqyknjLjiVVSxdIAk&index=1
Why Do People Watch Videos?
Why Do People Watch Videos?
• The content was already interesting to
the viewer
• The content is incredibly engaging
Why Do People Watch Videos?
Why Do People Watch Videos?
• The problem is that, by nature, most
products and services are not engaging.
– People care about things when they matter
to them – it’s why most of us still aren’t
done with taxes
– People don’t care about things that aren’t
providing a value to them
• A video marketing campaign makes an
otherwise un-engaging situation narrative.
Why Do People Watch Videos?
• For example: no one cares that your
hammer is on sale for $5.95
if they use screws.
• It would be more effective to give them
free nails than to advertise a price.
How Is Video Priced?
…Isn’t It Expensive?
Buying A Video Is Like Buying A House
• https://www.youtube.com/watch?v=jOQL48L
OjBg&index=7&list=PLS8Z_3VdK7IIycQbqyknjLjiVVSxdIAk
How Is Video Priced?
• Video is an investment. Imagine this:
YOU GIVE ME:
– $10
– $5
– $1
I GIVE YOU:
– $15
– $5
– $0
So You Made A Video
…Now What?
So You Made A Video… Now What?
• https://www.youtube.com/watch?v=uFcxRcbYO8&list=PLS8Z_3VdK7IIycQbqyknjLjiVVSxdIAk&index=10
So You Made A Video… Now What?
• Terms To Know:
– CTA (Call To Action)
The prompt given - generally at the end of a video telling your audience what to do
– Deliverable(s)
The collective pieces of content created in association
with your video marketing campaign.
– Native / Native Hosting
The platform on which you have uploaded & are hosting your video content.
– SEO
So You Made A Video… Now What?
• Platforms To Distribute On:
– YouTube
The second most-used search engine in the world
behind only it’s owner… Google.
– Facebook
Has the most comprehensive set of data that has
ever been compiled on humans. Ever.
– LinkedIn
The professional platform. Excellent for B2B… and
B2C. Linked is a platform to develop yourself as a
thought leader, not just a place to host a resume.
Marketing 101
• ST. PAUL ENGAGEMENT RING STORE
– Demographic Data:
•
•
•
•
Age Range: 18-25
Gender: Female
Region: St. Paul
Etc.: Engaged
– Psychographic Data:
• Motivating buying factors: Beautiful, Unique…
• Level of engagement within various mediums:
Social platforms, in-store ad’s
Marketing 101
• ST. PAUL ENGAGEMENT RING STORE
– Demographic Data:
•
•
•
•
Age Range: 18-25
Gender: Female
Region: St. Paul
Etc.: Engaged
– Psychographic Data:
• Motivating buying factors: Beautiful, Unique…
• Level of engagement within various mediums:
Social platforms, in-store ad’s
Key Takeaway’s
Key Takeaway’s
• Video is powerful and it does work
• You should start with video when planing your marketing and advertising for
your business.
• Video is an investment, not an expense
• You have help!
Outsourcing vs. Employee
• https://www.youtube.com/watch?v=ugMewts
t5Sg&index=11&list=PLS8Z_3VdK7IIycQbqyknj
-LjiVVSxdIAk
Two Resources: