How to Connect, Capture and Convert using Video (VideoBuzz 2015)

HOW TO CONNECT, CAPTURE, AND CONVERT USING VIDEO

VIDEO MARKETING FOR YOUR BUSINESS

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CONTENTS Introduction

Why Video Marketing?Why It WorksStatisticsThe Power of Real Footage and Animation/Motion GraphicsWhen Should You Use Real Footage?When Should You Use Animation/Motion Graphics/Digital Graphics?

Connect: Choose the Right Video for the Right AudienceProduct DemonstrationCustomer TestimonialsStaff IntroductionVideo ToursPolls and Surveys

Capture: Where and When to Use Video EmailWebsiteYouTubeInstagramFacebookPinterestVimeoGoogle+

Convert: Tools of the TradeThe Best Way to Record without Breaking the BankEditing ToolsMeasuring/MetricsDIY

Quick Tips for Making a Killer VideoKeep It SimplePrepare NotesBe BrieBe YourselfA Call to ActionEncourage Comments

Conclusion

Works Cited

About Us

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INTRODUCTIONDo you know just how powerful video can be to market your company? These days, it is one of the leading methods to build brand awareness, convert more people into customers, and build a good reputation for a company of any type. People are very visual, and they like video because it engages their senses and emotions.

If you have not been using video in your marketing endeavors, then you are missing out on a very big opportunity. You can reach literally millions of potential customers with one single video uploaded to YouTube or Facebook. The possibilities are essentially endless.

Of course, even if you know that video is a good idea, you may be unsure of where to get started. This guide is for you in either circumstance. Throughout the following pages, we will discuss why video is so important, how it works, and how you can make it work for you.

Are you ready to learn everything you need to know about how, when, and why to use video?

Then, let’s go…

CHAPTER 1WHY VIDEO MARKETING?

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It’s easy to assume that video is just a fad that will come and go like other “up and coming” techniques that disappeared within months. However, there is very good reason to believe that video is here to stay and that it can be a powerful tool to market your company and convert viewers to customers.

“YouTube is the number two search engine in the world. This may lead you to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that.” (Rosensteel, 2013)

Video is more because it isn’t just a passing trend. It is powerful and useful, and it is quickly becoming one of the best ways to market any business. It’s important that you understand this before you decide whether or not video marketing is right for you, so let’s discuss why and how it actually works.

WHY IT WORKSPsychological studies actually show that video is a very powerful tool for appealing to people. That’s because it has the ability to connect in ways that no other form of marketing would work, including:

• Thereisabrainfunctionthatspecificallylooksforhumanfacestogatherinformationandtodeterminewhetheror not to believe that information. It’s called the Fusiform Facial Area. So, in other words, when people can actually see and observe a human face in a video, they will be much more interested and much more likely to believe what they are hearing.

• Peoplefinditeasiertoconvertthehumanvoicetomeaningfulandhelpfulinformationthantheydothewrittenword.

• There isan immensepower inemotion.Whensomethingappealstoaperson’semotions, theywill feelmoreconnected on a personal level. A video that makes a person laugh, feel cared about, become agitated, or feel concerned will be very effective and much more powerful than anything you write on your website or in an email.

• OurDNAishardwiredtorecognizedmotionandmovement.Afterall,it’sthispowerthatourancestorsusedtosurvive.Westillnoticemotion,andthemovementofavideowillhelptocaptureattention.

That’s why video works. It captures attention much more quickly than some text on a screen. It tends to hold attention more, and it appeals to viewers on a more personal level. By connecting with people in this way, you will be able to guarantee more conversions.

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STATISTICSDo you need more proof that video does work? Let’s look at a few statistics that prove this is neither a passing fad nor a useless mechanism for getting attention.

AccordingtoDr.JamesMcQuivetatForresterResearch,aone-minutevideohasthesamevaluetoviewersas1.8 million written words. In case you were wondering, 1.8 million words adds up to about 3,600 web pages.Doesthat sounds like something you would like to write? You could spend half of your year just putting together that manywordswhenaone-minutevideowilltakevirtuallynotimeatall.

Accordingtoanotherresearchfirm,comScore,about45% of Internet users will watch at least one video a month. In addition, the average user who does watch videos will watch around 32 videos a month.

Here are a few other statistics that certainly make the point:

• 100 million videos are watched online every day by viewers across the world.

• 90% of online shoppers feel video is useful in deciding whether or not to buy.

• TheaverageInternetuserwillwatchabout16 minutes of video advertising every single month. (comScoreVideoMarketingInsights)

• 75% of people say they understand products better when they can watch video.

• One-third of all online activity is actually connected to videos in some way.

• 75% of people who view a company’s video will then go to that company’s website.

• Peoplewhowatchavideoforacompanyorretailsiteare64% more likely to buy a product from that company.

• Websitesthathavevideocontentare50 times more likelytogetfirstpagesearchenginerankings.(Mincher,2014)

So, in other words, when you use video to market your business, you will reach more people than you could with any other online content. Additionally, you will be more likely to capture viewer attention and emotionally connect with them so that they are much more likely to become a customer.

THE POWER OF REAL FOOTAGE AND ANIMATION/MOTION GRAPHICS

If you have spent much time watching others’ videos online, then you may have noticed there are two major types to consider. You may see “live” videos so to speak that include real footage of people. You may also see computer animation or motion graphics. Each one of these two types has its own merits and there is a time and place for each in your own marketing plan.

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WHEN SHOULD YOU USE REAL FOOTAGE?

If you are trying to engage a person in your audience personally or appeal to their emotions, then real footage or “live” video could be the best option. Youwillfindthisistheeasiestwaytoallowyourviewerstoknowyouandyourbusinessandforyoutogetamessageacross.Realfootageisbestforvideotestimonials,walk-through or video tours, your personal statements to the viewers, scene setting, and physical product demonstrations.

WHEN SHOULD YOU USE ANIMATION/MOTION GRAPHICS/

DIGITAL GRAPHICS?These types of videos are best when you need to simplify a complex message and make it easy for the viewer to understand. It can be used in a storytelling style, as a whimsical piece of fun or humor, or as a way to demonstrate software. This type of video is also excellent for building your brand.

As you can see, there is certainly a use for each type of video. All you need to do is determine which you need to do in what circumstances. In the following chapters, we will go into more detail about how to get these different types of videos created or how to create them yourself as well.

Now that you can see howmuch power there is in videomarketing, it’s time to actually learn how to use itsuccessfully. In the next chapter, we will discuss the many different types of videos that appeal the most to customers.

CHAPTER 2CONNECT: CHOOSE THE RIGHT VIDEO FOR THE

RIGHT AUDIENCE

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Before you start putting together your video, you have to consider whom it is for so that you can choose the rightthemeorstyle.Whetheryouaredesigningorrecordingthevideoforcurrentcustomers,potentialcustomers,or casual viewers will matter. You also have to think about the purpose of the video. So, ask yourself these questions:

• Whom is this video for? Is it for customers, returning customers, potential customers, casual viewers, or connections to other people through current customers?

• What message am I trying to get across with the video? Are you trying to get people to become customers, build up your reputation, get word of your business out there, put a face with your business name, or something else?

• Why am I doing this video? Are you trying to build your business, build brand awareness, or something else?

Once you determine the answers to these questions, you can decide the type of video that will appeal to the people youaretryingtoreachandthatwillfulfillyourpurposeinmakingthismarketingtoolinthefirstplace. Let’s talk about five different types of videos you could choose to make.

PRODUCT DEMONSTRATIONThe product demonstration video can be useful to a variety of different people. That’s because it gets the wordoutthatyouofferthisspecificproduct.Italsoshowscustomershowtousetheproduct,whichislikelygoingto pique their interest even more. Finally, you will be able to show that you actually care about the customer and have taken the time to show them this product in detail.

The nice thing about product demonstration videos is that they can be live or illustrated through computer design programs depending on the product and how you want to present it. This makes the type of video very versatile and it can be published through almost any outlet, including your blog, your website, social media, and more.

CUSTOMER TESTIMONIALSCustomer testimonial videos haven’t been around that long, but they are very powerful. The written customer testimonial may speak highly about your business, but you may not getting that many people actually reading them. However, when someone can actually watch and see a real person and know they are an actual customer, then they will feel the video is more trustworthy.

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STAFF INTRODUCTIONThe dynamics between customers and businesses have certainly changed in the past year or two. Customers now expect more than just the ability to buy a product. They want a real experience and they want to be treated like real people. Part of this means allowing them to see who you really are. This is even more important if you have a strictly online business.

Staff introduction videos can be helpful in accomplishing this. This allows the potential customer to actually see whom they would be dealing with and whom can help them choose the right products.

VIDEO TOURSIf you have products that show best in certain settings or you are opening a new store or business, then video tours can be quite powerful. Essentially, you can design a video tour of anything, whether it is your brick and mortar business,youroperations(showinghowproductsaremade),orofyourproductsondisplay.Theimportantthingyou must remember about video tours is to keep them relatively short. Statistics show that if videos get too long, people will stop watching.

POLLS AND SURVEYSFinally, you could create videos that show polls and surveys. This could be useful in a few different situations, like when you need to show that products are popular among certain customers or that you are actually paying attention to what people want and need. Polls and surveys could be a great way to get feedback and connect directly to the customer so that they feel more strongly that their voice is being heard.

Before you do anything else, it is very important that you decide these details. You need to know the audience you are trying to reach and then you need to decide which video type you will use.

Rememberthatoneofyourgoalsistoconnectwithpeople,andthatmeanscreatingtherightvideoforthesituation.The more you can build a connection with the modern customer, the better.

CHAPTER 3CAPTURE: WHERE AND WHEN TO USE VIDEO

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The next thing we need to discuss is how you will actually capture an audience. There are numerous different avenues you can choose to publish your video and offer it up to viewers. Again, the type of video you chose and the audience you are trying to reach will play a role in making this decision. So, let’s talk about where and when you should use videos.

EMAILEmailmarketinghasalotmorepowerthanyoumayrealize.Itcanbeusefulforallsortsofthings,includingvideo.Just consider a few numbers:

• About 95% of online consumers use their email accounts.

• More than 90% of online consumers say they check their email at least once a day.

• Revenuefromemailadvertisingin2012reachedmore than $155 million.

In other words, email can reach a lot of people and for a relatively small amount of money. Videos used in email marketing can cover plenty of different subjects, like demonstrating new products, introducing new staff members, and showing off your sale products.

WEBSITEPeople often shy away from video on their website and for no good reason at that.Dynamiccontentofanytype will certainly get more attention, especially from casual visitors who don’t want to spend much time reading text.

So, don’t be afraid to use videos on your website, and this is a chance to truly showcase any type of video you would liketomakeinanyofthecategoriesmentioned.Usethesevideosspecificallytoappealtopotentialnewcustomersas a way to convert them and gain their business. Your repeat customers aren’t likely to watch these videos, but anyonewhoislearningaboutyourwebsiteandcompanyforthefirsttimewillcertainlybeinterested.

YOUTUBEAs mentioned, YouTube gets millions of views every day, and that means millions of opportunities to reach more potential customers. YouTube can especially be useful since it can actually be connected with other social media sites. For example, if a viewer watches a video on YouTube andfinds it really interesting,theycanshare itonFacebook.

But, what you need to remember about YouTube is that you will be competing for attention against all sorts of videos that actually have nothing to do with you. If people are so focused on the cute puppy that jumps through hoops, theymayoverlookyourvideocompletely.Inotherwords,youneedtomakeyourvideoreallyinterestinganddefinitelydesignedtoappealtopeople’semotionsinsomeway.Plentyofbusinesseshavefounditeasytouselight-humoredvideos to get attention for their company. So, when designing videos for use on YouTube, use your imagination.

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INSTAGRAMThis social media site used to focus only on pictures, but they have incorporated videos as well. One of the nice things about adding video through Instagram is that you will reach a whole different group of people, and you can makeiteasyforpeopletofindyourvideosbyusinghashtags.

FACEBOOKYou can upload videos directly to Facebook if you would like, or you can connect videos you have on other sites to this social media page. Facebook is arguably the most powerful social media site out there and you need to use it to your best advantage. You certainly have seen those sponsored ads where different companies use videos to demonstrate products and to introduce you and your business.

Facebook allows you to connect with not just people who already like your business, but their friends, and those people’sfriendsaswell.Whenyoupaytoadvertisethosevideos,youwillalsoreachthousandsorevenmillionsofother people who could potentially become customers.

PINTERESTPeople forget that they can share videos on Pinterest. They think this little social media site is designed for pinning recipes and ways to exercise, but there is potential for video advertising as well. That’s because you can easily pin a video that you currently have hosted on your website. Then, with one click, a person who wants to watch the video will be taken directly to your company website.

That makes using Pinterest agreatwaytogetattentionandtodrivetraffictoyourwebsite.

VIMEOVimeo is another video hosting website that is certainly second to YouTube. According to the company’s website, thereareover5millionpeoplewho joinedVimeo in justoneyear.Additionally,morethan50millionvideoswereuploaded in one year as well. About 675 million people watched videos on Vimeo too. (O'Neill, 2012)

If you choose to use Vimeo as a way to host and market your video, you will actually have access to detailed statistics about who is watching, how often they are watching, and how often they click through to a link to your website. Knowing these statistics makes it easier for you to determine if the video you created is successful or not.

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GOOGLE+Of course, one of the main advantages of using Google+ is that you can easily integrate your videos into all different Google based outlets, including email, search results and Google local statistics. People often overlook Google+ as a viable marketing method, but it can be very useful, and as Google continues to roll out more products and options, Google+ and video marketing will continue to become more powerful.

So, ask yourself, whom are you trying to reach? By understanding what audience you want to actually view your video,youcanconnectintherightway.Justkeepinmindthatyoucanactuallyconnectdifferentsitestogethertoo. For example, when people see something on YouTube or Vimeo, they can share the content on Facebook or Twitter.Whentheyfindavideoonanysocialmediaoutlet,theycantraceitbacktoitssourceonyourwebsiteorwherever you have chosen to host it.

CHAPTER 4CONVERT: TOOLS OF THE

TRADE

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Now, with all those things in mind, you are probably wondering how to make your video in the first place. That’s certainly an important question! You have different options depending on the type of video you plan on making. So, are you working on a “live” video that features real people or do you want to make a computer animated video? Once you decide this, you can determine what tools you need to use to put your video together.

THE BEST WAY TO RECORD WITHOUT BREAKING THE BANK

Let’s talk specifically about live videos first. You may be surprised at how little this has to cost you. You don’t have to hire a professional videographer. In fact, you don’t even have to spend big bucks on a video camera. Instead, all you actually need is your smartphone.

Thesedays,iPhonesandAndroidphoneshaveverygoodcamerasthatincludehighdefinitioncapabilityandothercontrolsthatallowyoutocreatewell-donevideoswithoutalloftheexpense.

Now,ifyoudochoosetomakeacomputeranimatedstylevideoinstead,thenyouwilllikelywanttohiresomeoneto design it for you. That’s because they will already have the knowledge and software needed to put the video together. You can even find freelance computer specialists on websites like Elance.com that you can hire specifically for the job of making a video.

EDITING TOOLSWhether you choose to make the video yourself or have someone make it for you, it’s a good idea to be familiar with different editing tools that you could use to alter your video or even splice it in with other content. If you plan to use video marketing often, it’s a good idea to have your own editing tools that you can use whenever you need to. There are plenty of options available, including editing software like:

• Pinnacle Studio – This software is designed to let you edit videos and then upload them to various social media hosting platforms. Through this studio, you can connect directly to Facebook, Vimeo, YouTube, and Box.

• AVS Video Editor – This software comes with a variety of different built in templates and transition effects, which can be handy if you want to design a slideshow style video. It is designed more to create videos and place them on disc, which you can use in promotional situations, but it can be used to make online videos as well.

• Adobe Premier–OfferedbythecompanyresponsibleforAcrobat,Photoshop,andInDesign,thisvideoeditingsoftware includes a variety of different effects you will be able to use. It’s available in two different versions: Pro and Elements, which is a pared down version for amateurs and beginners.

• Corel Video Studio Pro X6 –Oneofthebestfeaturesofthisvideoeditingsoftwareisthatitincludes4KUltraHDVideo capability and that means you can create interactive web videos.

In addition to these paid options, there are free software choices as well. They won’t have as many features, but if youdon’tplantousethesoftwareoftenorifyouareabeginnernotreadytojumpinfeetfirst,then free software may be more feasible.

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MEASURING/METRICS“In the world of video marketing, there are lots of things you can measure. You can measure views. You can measure howmanythumbsup(orthumbsdown)itgets.Youcanmeasuresocialshares.

But that doesn’t always mean you should be measuring them. If you’re trying to push your sales and marketing teams forward, you need to spend time measuring the right metrics.” (Craft, 2013)

Youwillfindthatmostvideohosts,likeYouTubeandVimeo,willprovideyouwithavarietyofdifferentmetricstolookat. You need to know which ones will actually help you determine the success of your video. The ones you should pay most attention to include:

• Video Rewatches: Look to see how many times people watched the video more than once. This will help you see what videos the viewers found interesting or intriguing enough to check them out again.

• Engagement: Look to see how long the viewer actually continued to watch the video. Some people may stop part thewaythroughwhileotherswatchthewholething.Withthismetric,youwanttoseeifyouarekeepingpeople’sattention, and if so, how long you are keeping that attention.

• Play vs. View:Somepeoplewillonlyclickonthevideoandthennotwatchitbecausetheydidn’tfinditveryinteresting. You want to see how many people are actually clicking the play button, and of course, your goal should betoreacha100%playrateforbestresults.

Looking at these metrics will help you accomplish a few things: you will be able to determine how interesting and useful your videos are and you will be able to determine what things you need to do different for improving future videos.

DIYIf you chose the do it yourself option, then you need to keep in mind that you will be solely responsible for creating a video that works. That means you need to have a good idea of what you are trying to do with the videoandhowtoaccomplishit.Youwillalsohavetofamiliarizeyourselfwithseveraldifferenttypesofsoftware.Ifyou plan on creating videos that don’t include live actors or footage, then you will have to know how to create things from scratch on the computer.

Thatcanbealittledifficult,buttherearenumerousdifferenttutorialsandbooksthatwillhelpyoulearnhowtomake these videos on your own. Of course, “live” videos will be the easiest to do if you don’t have much experience on the computer.

Knowing how to create a video with the right tools and information will be your next step toward converting. The best videos are the ones that will turn viewers into customers and customers into repeat business.

CHAPTER 5QUICK TIPS FOR MAKING

A KILLER VIDEO

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No matter the type of video you intend to create, these helpful tips will get you on the right track to designing somethingthatwillworkinanysituation.Whetheryouaredesigningthevideoyourselforyouarehiringsomeonetoput it together, keep these tips in mind for better results.

KEEP IT SIMPLEThe first tip is very important.Eachvideoshouldhaveasimpleandstraightforwardtopic.Don’ttrytocovereverything in one video because the whole thing will become so confusing or convoluted that no one can stick with it. You will lose interest from your viewers very quickly if you try to include too much.

So, always make sure in the back of your mind you are remembering to keep it simple.

PREPARE NOTESIf you are doing a live video, then it’s a good idea to prepare notes. Don’treadfromthemdirectlyoryouwillend up sounding dry and dull. However, if you go through the process of putting together notes, this will help you collectyourthoughtsandstayorganizedoncamera.Ifyouwillbefeaturingotherpeopleoranemployee,thenworkwith them to prepare notes as well.

BE BRIEFIt’s easy to think you need to create a 15-minute video each time you put one together. After all, that would seem to be the cost effective option, especially if you have hired someone to design or record it. The only problem is,viewerswillnotwatcha15-minutevideo.Theyjustwon’t.Asarule,anytypeofvideoshouldbebetweenoneandtwo minutes long to keep viewer’s attention throughout the whole thing.

BE YOURSELFIf you plan to be on camera, then just be yourself.Don’ttryto“act”orcreatesomeimagejustforthecamera.Youwon’tcomeoffprofessionallyandyoudefinitelywillleavethewrongimpressiononyourviewers.Ifyousay“um”or “err”, don’t worry about it. You will sound more natural.

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A CALL TO ACTIONEvery video you create should always have a call to action. It doesn’t matter if you are putting together a product demonstration or a customer testimonial, you need to encourage interactivity from the viewers. You can create a call to action in several different ways. Some good ideas include:

• Askingtheviewertosharethevideo

• Askingtheviewertotakeasurveyorleavefeedback

• Askingtheviewertosharetheirownstory

• Askingtheviewertovisityourwebsite

Nomatterwhat,makesureyoudohaveacalltoactionofsomesortforthebestresultsandhigherconversionrates. People are more likely to actually do something if you bring it up first in the video.

ENCOURAGE COMMENTSRemember that it’s very important to interact with customers and potential customers whenever you can. So, the video is a great opportunity to do just that. If you have the video on your website or on a video hosting site, make sure you enable the comments section. Then, take the time to encourage those comments too. If you get your viewers sharing your videos and talking about them, the videos will have a better chance of going viral and building your brand awareness incrementally.

Those tips will certainly help you put together a video that works. Just keep a few basic things in mind: appeal to emotion, be brief and to the point, and create something interesting.

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CONCLUSIONAre you ready to get out there and start making videos to market your company? It doesn’t have to be thatchallenginganditdoesn’tevenrequirethatbigofafinancialortimeinvestment.Allyouneedtodoisknowthebasics and then you can take the reins and run with your idea for a video.

People like videos. That’s why different clips seem to go viral every single day. That means there is great opportunity for you to reach new clients, connect more strongly with your current customers, and build your business more than you may have ever imagined.

Videos are virtually everywhere online, and that means you can use all of those outlets to create your own and market your own business.

Just keep in mind the golden rule of creating video content: if you wouldn’t watch it all the way through, don’t expect other people to either.

You are ready to get started with your own videos. All you need to do is make a few simple decisions about the type of video, where it will appear, and whom you want to focus on. Then, you can get started brainstorming and coming up with ideas.

Go get started today!

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WORKS CITEDcomScore Video Marketing Insights. (n.d.).RetrievedApril12,2014, fromcomScore:http://www.comscore.com/Insights/?tag=Marketing%20Research

Craft, K.(2013,September26).GetBeyondViews:3MetricsThat'llHelpYouProveVideoROI.RetrievedApril14,2014,fromInboundMarketing.

Mincher, S.(2014,January9).25AmazingVideoMarketingStatistics.RetrievedApril12,2014,fromDigitalSherpa:http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/

O'Neill, M.(2012,December21).VimeoReleases2012EndofYearStatistics.RetrievedApril14,2014,fromSocialTimes:http://socialtimes.com/vimeo-releases-2012-end-of-year-stats_b114214

Rosensteel, S.(2013,January28).WhyOnlineVideoIsVitalforYour2013ContentMarketingObjectives.RetrievedApril12,2014,fromForbes:http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/

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ABOUT USToday,anyonecancreateavideo.JustpointandshootwithaSmartphone.Butifyou’rewantingtocreateanamazing,tailored,bespokevideo,thenyou’vecometotherightplace.

VideoBuzzworkinpartnershipwithyoutocreatemagic.Wehaveauniquewayofdrawingouttheessenceof what you are trying to say and turning it into a visually stunning, highly influential message that your customers will understand and love you for!

Unlike our competitors, we come from a strong background in sales, marketing and business communications. Wearemessagingmaestroswithakeeneyeforcreativedesignthatfindtheheartofwhatourclientsaretrying to say and turning that into a compelling story that resonates deeply.

It can be daunting even just thinking about how your video will come together, to get across the message you need to. That’s our job. All we need from you is to know where you want to get to and the message you are trying to convey to solve your problem.

Goon,giveusago,we’reconfidentyouwillbepleasantlysurprised.

How to Connect, Capture and Convert using Video (VideoBuzz 2015)

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Transcript of How to Connect, Capture and Convert using Video (VideoBuzz 2015)