Using Video for Business
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Using Video For BusinessPresented with the help of Greg Marsh, SLM
Multimedia
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WHY VIDEO?First, let’s take a step back and look at the big picture
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OUTBOUND MARKETING…
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… IS BROKEN
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IT HAS BEEN REPLACED BY INBOUND MARKETING
SEO & PPC
Public Relations Blogging
Opt-In Email Lists
Earned Social Media
Video Content
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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
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WHY VIDEO?
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WHY VIDEO?
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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)
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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
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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
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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
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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
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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
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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?
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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”
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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