This presentation is an improved version of my "Video for Small Businesses" presentation which was originally presented at the Digital Marketing for Business conference held in Raleigh, NC. As video becomes more and more pervasive, it's important to understand how it can be used to maximum effect, especially within the context of a content marketing and inbound marketing strategy. This presentation explains why video marketing is important and provides a practical walkthrough of the steps involved in video production.

1. Video Marketing Basics:
The Why and How.
Monday, June 24, 13

2. Terrified ofVideo?
No need to be! This presentation
will remove your fear of the topic.
Monday, June 24, 13

3. 2 main topics
1.Why video?
2. How to create a video?
Monday, June 24, 13

4. 1.WHY CREATE VIDEOS?
Monday, June 24, 13

5. • Being Discovered
• Showing Capabilities
• Building Trust
• Converting customers
Videos help with:
Monday, June 24, 13

6. Being Discovered
Videos improve effectiveness of
your digital marketing –
helps with SEO, CTR
Monday, June 24, 13

7. Videos over 50x
more likely to be #1
on first page of
Google
Second biggest
search engine on
the planet!
Monday, June 24, 13

8. • Email ClickThrough Rates (CTR) up to 3x higher
• Search results CTR 41% higher
Clickthrough Rate (CTR)
Monday, June 24, 13

9. Engagement
rate
of
videos
4x
higher
than
static
content
Monday, June 24, 13

10. Higher Information Density
Helps you show capabilities - get more
information across in same amount of time –
important in time of decreasing attention spans.
Monday, June 24, 13

11. ‘Humanizes’ your business
Not just static text and images. Shows people
behind your company or who do business with
your company.
Monday, June 24, 13

12. Show, don’t just tell
Showing what you’re claiming instead
of just claiming it is more powerful.
Monday, June 24, 13

13. Can be used across multiple channels
Website, email marketing,YouTube channel, etc. Creates
consistency of message, helps build trust.
Monday, June 24, 13

14. +10%
Improves Conversions
Dropbox example – 10% increase in conversions
after placing video on home page.
Monday, June 24, 13

15. +30%
Improves Sales
Zappos.com example - up to 30% improvement
in sales after adding product videos.
Monday, June 24, 13

16. 2.TIPS FOR CREATINGVIDEO
Monday, June 24, 13

17. Hire a professional!
...if you can afford it.You’ll save yourself
a lot of time, effort and headaches.
Monday, June 24, 13

18. But if you’re gonna do it on
your own anyway.....here are
some tips.
Monday, June 24, 13

19. Choose a type of video
Testimonials
Explainer video
Case studies
Product launch
Sales presentation
Video blog
Trade show
Public relations
Investor relations
Product feature videos
Brand promo
Advertising
Recruiting
Branded content
etc.
Lots of different types of videos! Choose the type
of video based on what you want to accomplish.
Monday, June 24, 13

20. Where do I start?
One suggestion is to tell your story.Why you started
the company, who you want to serve, why people
should work with you.
Monday, June 24, 13

21. Educate + entertain
Educate customers about your products
or services by making it entertaining.
Give away information and knowledge.
Monday, June 24, 13

22. Be authentic. Send out a consistent message.
Use your own unique voice i.e. don’t try to
sound like someone you’re not.
Monday, June 24, 13

23. Can I create a viral video?
Many people have tried, few have succeeded.
A viral video is not something you should
aim to create. It’s a happy byproduct that’s
very unpredictable.
Monday, June 24, 13

24. Pre-production
Production
Post-production
4Ps
of successful
video
marketing.
Promotion
Monday, June 24, 13

25. Step 1: Pre-production
Everything that happens before you shoot the video.
Conceptualizing, script-writing, storyboarding. This is
THE most important step, as it determines the success
of your video.
Monday, June 24, 13

26. Know your audience!
Decide upon, research and know your audience.
Choose a topic that interests them and tailor
your message to the audience.
Give them something they want and want to share.
Monday, June 24, 13

27. “Most people don’t listen with
the intent to understand; they
listen with the intent to reply”
Stephen Covey
Don’t make this mistake when researching your audience!
Monday, June 24, 13

28. Write simply!
Write in simple language. Big, fancy words
turn people off. Simpler is better!
Monday, June 24, 13

29. Capture attention in
first 10 seconds
Research has shown that about
50% of video viewers tune out
after the first 10 seconds!
Monday, June 24, 13

30. Create a Storyboard
The storyboard is your execution
plan and guide for your video.
Monday, June 24, 13

31. Call to action!
Have a call to action at the end!
What’s the point of creating a video if
you don’t ask the audience to do
something?
Monday, June 24, 13

32. Step 2: Production
The actual shoot - lighting, rigging, sets,
direction, shooting, audio capture, etc.
Monday, June 24, 13

33. Audio!
The Great Paradox - First step to
getting a great video is getting great
audio! – Shoot in a quiet place and
use quality microphone.
Monday, June 24, 13

34. HDSLR Camcorder
HDSLRs and camcorders are capable of producing
decent video.They’re capable of producing GREAT video
in the right hands (See slide about professionals!).
What Camera?
Monday, June 24, 13

35. Lighting
Monday, June 24, 13

36. Use large light sources to create a softer
and more flattering appearance.
*Image by Kevin Ames,
from the Sigma photo blog
Monday, June 24, 13

37. Shoot with the light, not against it. Place the light
in front of, and facing your subject so that (s)he is
illuminated adequately. If you don’t, you’ll get
images that look like the picture.
Monday, June 24, 13

38. Use a Tripod
Shaky, handheld shooting looks good
on some TV shows, but is generally
frowned upon for business videos.
Monday, June 24, 13

39. Make sure your subject (especially
if it’s you!) doesn’t wear
distracting clothing – no floral or
busy patterns, as it draws
attention away from the subject.
Clothing
Monday, June 24, 13

40. Don’t wear clothing with fine lines or herringbone
patterns. One some cameras, they cause an ugly,
distracting pattern called moire.
Monday, June 24, 13

41. Light, solid colors are a good bet.As a general rule,
don’t wear anything lighter than the color of your skin.
*Image released into public domain
through WikiMedia by author,
Benjah-bmm27.
Colors
Monday, June 24, 13

42. Step 3: Post-production
Includes editing, color correction, audio fixes,
designing graphics, animation, motion graphics,
3D, titles, music composition, sound design, rendering
and compositing.
Monday, June 24, 13

43. Editing
Editing is where it all comes together. Free software such as
iMovie and Windows Movie Maker are fine for basic videos.
Use the storyboard as a guide. Few people are great
editors, so hire someone if necessary.
Monday, June 24, 13

44. 720p is fine
Still HD, but loads much faster than 1080p.
Difference can’t be noticed unless you’re
using a super-high resolution display.
Monday, June 24, 13

45. Step 4: Promotion
Promote your video!You’ve spent money, time and
effort to create video, maximize the investment!
Monday, June 24, 13

46. Use professional hosting
Benefits are dedicated, higher quality, no ads,
analytics tools, not blocked by corporate IT.
Monday, June 24, 13

47. Gotta have it!
Be sure to host onYouTube too. It’s the world’s 2nd
largest search engine and is favored in search results.
Monday, June 24, 13

48. Embed on your website or blog
Monday, June 24, 13

49. Use in Email Newsletter
Take advantage of the higher clickthrough
rates of video links in email.
Monday, June 24, 13

50. Share + Post
Be proud of your video! Post it and
share it through your digital and
social media marketing channels.
Monday, June 24, 13

51. Promote
Promote your video to
bloggers or industry sites.
Monday, June 24, 13

52. Create sharing links for Twitter, Facebook,
LinkedIn, StumbleUpon, Google+, etc.
Make it easy to share
Monday, June 24, 13

53. We hope you found this useful!
Email: brandon@clearsketch.com
Twitter: @clearsketch
Phone: 919.355.8885
Monday, June 24, 13