Online video marketing is continuing to be one of the most popular marketing tools across industries. Guest speaker Scott Williford, CEO of vLink Solutions, is an expert on video marketing. During this Meetup, he shares insights on why video is so powerful and gives best practices on how to make your video more engaging.

1. Driving Engagement with Sight and Sound
Scott Williford
swilliford@vlinksolutions.com
@vlinksolutions or @jswilliford

2. 83% 11%
3% 2% 1%
SIGHT HEARING
SMELL, TOUCH, AND TASTE

4. “Video is high bandwidth for a reason,
it packs a huge amount of data and our
brains are uniquely wired to decode it.”
Chris Anderson

5. “Viewers are not only more likely to engage with visual
content; they are also able to make a personal connection
with you by watching your videos.”
- Catriona Pollard, Author and Marketing Expert

9. I DON’T ALWAYS LOOK AT YOUR CONTENT
BUT WHEN I DO, IT BETTER BE INTERESTING

10. Know your audience!

11. Get over yourself!

12. Quit talking about yourself

13. “People don't care how much you know
until they know how much you care”
― Theodore Roosevelt

14. Elevate the conversation

15. 1 General
Information
2 Accepted
Information
3 Thought
Leadership
4 Insight
5 Commercial
Insight
From Promotion to Emotion
2013 The Corporate Executive Board Company.

16. B2B purchasers are almost 50% more likely to buy a
product or service when they see personal value.
https://www.thinkwithgoogle.com/articles/promotion-emotion-b2b.html
From Promotion to Emotion:
Connecting B2B Customers to Brands
Make it personal

17. Commercial Insight:
Bringing value to the
business and industry
Personal Value:
Engages the individuals
needs and desires
Personal
Commercial
Insight
Go beyond business value

18. Delivery matters
Delivery Matters

19. Source: Jonathan Haidt, The Righteous Mind: Why Good People are Divided by Politics and Religion (New York: Random House, 2012);
FILE:Bombay road elephant.jpg, Wikipedia,
31 January 2006, http://simple.wikipedia.org/wiki/File:Bombay_road_elephant.jpg; CEB analysis.
Rider:
Our conscious,
rational brain
Elephant:
Our intuitive,
emotional mind
Don’t be afraid of emotions!

20. Elements of Persuasion
By Richard Maxwell and Robert Dickman
What makes a story:
“A fact - wrapped in an emotion that
compels us to take action.”

21. Cost
Per
Video
Number of Videos
Market
Usage
Showcase
Workhorse
Social
Quality+ -
Video Segmentation

22. Video Categories
• Blogs
• Event Highlights
• Human Interest
• Product Videos
• Demos
• Training
• Infographics
• Explainer
• Customer Stories
• Customer Testimonies
• About Us
• Press Releases
• Virtual Tours
• Live Streams
• Training
• Internal Communications

23. Video SEO
90% of videos on websites
are NOT found by Google.