This document provides guidance on how to create effective marketing videos. It discusses coming up with video content ideas, planning video shoots, optimizing videos for search engine optimization through titles, descriptions and embedding, and getting video conversions through calls to action and annotations. The overall goal is to create shareable videos that can generate leads and traffic for a business through video marketing on websites and YouTube.

2. Meet Eric Stromer
You know him from HGTV & People
magazine’s “Sexiest Men Alive”, but Eric’s
here today for another reason… Eric
Stromer was a contractor who became a
brand through online video marketing.
Today, you are going to learn how he did
it & how you can do the same.

3. ------Common Question------
Why is it important to have video on
my website?

4. ------Common Question------
How does video help my reputation?

5. ------Common Question------How do I optimize my videos for
search?

6. Table of Contents:
1. Coming Up with Video Content Ideas
& Creating Videos
2. Optimizing Videos for SEO
3. Getting Video Conversions

11. Video Formats:
 Tutorial (step-by-step/how to)
 Video response to a question/online comment
 Answers to common questions
 Show a recent project
 Product demo
 Video series
 Case studies
 Showcase your company culture
Step 1:
Decide what type of video you want to make

12. Step 2:
Come Up with Content Ideas
 Find the types of content your audience searches for in YouTube
with YouTube Suggest
 Use other web tools to find frequently searched topics in your
industry such as Google Keyword Planner, Quora, or Delicious
 Listen to sales calls and take note of callers questions, requests,
& needs to figure out what content your audience wants
 Do a content gap analysis - Review your competitors content,
your businesses content, consider verticals that need more
attention and think of the best ways to reach them
 Think about areas on your website that can benefit from a
personal touch

13. Step 3:
Plan Your Video Content
• Decide what content you want to convey & create a story board
• Consider your speaker: choose someone with a great speaking voice,
who is a good fit for the content of the video, and your business
• Figure out timeline (how long it will take to share your message)
• Consider a location for your shoot
• Decide what props & tools will be needed

14. Fundamentals of Your Video Shoot
 Borrow or rent a professional
camera. For spontaneous video on
a job site or at a conference, you
can use your phone
 Shoot in a well lit spot &
consider the backdrop
 Keep the camera balanced when
you shoot using a tripod or table
 Speaker should be dressed in a
solid color (vibrant colors best)
 Give speaker an external mic if
possible
 Post production: Add in
background music if it fits

15. The Secret to Viral
Video…

16. Is creating sharable content

18. Increase Shareability I
Elicit Emotion: Make the audience feel something, ideally, strong positive
emotions such as excitement, awe, inspiration, or surprise.
Collaborate: Incorporate other people in your videos in the form of shout
outs, guest speakers, interviews (with the end goal of making content that
can be cross promoted to both of your audiences).
Make the Content Seem Spontaneous & Natural: Don’t script
everything, but do script parts like the greeting and ending (to mention
your business name). Try including a live interview or conversation.
Make Content Personal: Create a personal connection between the
viewer and your company by addressing the audience and using relatable
speakers.

19. Increase Shareability II
Capture User Attention Immediately: You have 5 seconds to get
viewers interested. Accomplish this with a dramatic introduction, celebrity
spokesperson, or engaging music.
Use a Strong Thumbnail: People click on videos that peak their interest.
Title your video to tie in with the thumbnail to create a cohesive, click
attracting story.

20. Click Driving Thumbnails
• Don’t just use the default, take high quality stills during a shoot that will
make impactful thumbnails
• Accurately represent the content of your video
• Image should pop and make a strong impression
• Close-ups of faces work well
• Frame the content & make sure the foreground is most prominent

21. Marketing Your Videos
Video Marketing Plan: Choose the day & time for a video release, where
it will be released, and organize targeted partner/influencer outreach to
get your video in front of “tastemakers” in your industry.
Marketing to Coincide with New Video Release:
• Embed the video in blog posts
• Add it to your website
• Promote the video to your mailing list
• Share the video on social
TIP: Video added directly to
Facebook outperforms video
on Facebook linked from other
networks in likes, comments
and shares.

22. Optimizing Your Video for Search

23. This is what ranking in Google looks like

24. VIDEO SEO
• Create an engaging video title that includes rich keywords that match the
title tag of the page.
• Additionally, use keywords in the video description, video file name, and
keyword tags.
• Include a link back to your website in YouTube video descriptions to get
referral traffic.
• Post your video on both YouTube and on your website.
• Make the 1st few sentences of your video description count because
that’s all that will appear in search results and above the fold on a video
player page.
• Add video to existing sitemaps to get them indexed. Instructions can be
found on Google's support page.

25. Using YouTube Embed Code
Add YouTube videos & playlists to your website or blog by
embedding it.
Here’s how to embed a video:
1. Click the Share link under the video.
2. Click the Embed link.
3. Copy the code provided in the expanded box.
4. Paste the code into your blog or website.
Why Embed? It helps your videos rank higher in search &
allows you to customize the player.

26. Getting Video Conversions
• Webforms: Ask prospects to submit their contact info to see a video.
• Call-to-Action: Add a call to action to your video (verbally and/or in the
description), ex. “If you liked this video, please click the link below to get a
free demo.”
• Add a citation to your description: List your business name, phone
number and address as they appear in your other online profiles &
directory listings.
• Use YouTube Annotations: To direct traffic to other videos on your
channel or to your website, or use it to direct viewers to the new updated
version of a popular video.

27. Summing it Up!
1. Decide what type of video you want to make
2. Come up with content ideas
3. Plan your video content and shoot
4. Organize a marketing campaign around your
new videos, with the end goal of shareability
5. Optimize your video for search and
conversions

28. Talk to Us
Chris Marentis is the Founder and
CEO of Surefire Social. With over 25
years of experience leading traditional
and interactive marketing businesses,
Chris is a leader in helping businesses
use new technology to enable
dramatic growth.
Need help or want to find out more?
Come see us to get your FREE Online
Website Analysis now at
www.surefiresocial.com
or call 888-804-8685

29. Who is Surefire Social?
Surefire Social delivers personal, comprehensive strategies
for effective local Internet marketing. www.surefiresocial.com
To learn more about our Marketing & Lead Generation Services,
visit us @www.surefiresocial.com/marketing-solutions