How to Use Video for Your Business
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Transcript of How to Use Video for Your Business
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How To Use Video For Your Business
by Peter Matejcek
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Topics•Why is video so important
•Top ways to use video for your business
•What goes into creating a video
•How much does business video cost to make
•How does video fit in to your social media
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Why VideoVideo is the preferred form of
communication
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Why Video"online video is only second
to word-of-mouth for its ability to influence decision makers
in every stage of the consideration and purchase
cycle"
Forrester
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Why Video
"52% of people had taken action as a result of a video."
Publisher's Assoc.
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Why Video
"...average sales uplift of 30% across categories where
product video supports the sale."
Marks & Spencer via Forrester
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Uses• Sales & Marketing – Promotion, Product Demos,
Lead Generation Tell a story, evangelize, build trust, brand awareness
• Customer Service - FAQ
• Testimonials
• Recruitment – Students, employees, volunteers, members
• Events - promotion, capture
• Instructional / Educational
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Where to use it•Website
•YouTube, Vimeo
•Trade shows, Mobile / Tablets for Presenting
•Blogs, social media updates, email campaigns
•Onsite, digital brochure, waiting room visuals
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Basic Video Must Do’s
Authentic & Engaging
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3 steps
1. Pre-Production – “Scope and Design”
2. Production – “Shooting”
3. Post-Production – “Editing & Deployment”
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Step 1 – Pre Production•Setting of goals for video – purpose, uses
•What type of video? Short form (>8 mins), long form (8+mins), entertaining, interactive/multi-clip?
•Deciding style, location, creating timeline
•Scripting – establish your audience and speak to them in language natural to that relationship
•Talent - establish your audience and choose someone who will resonate with that persona
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Scripting Tips
• Authentic, natural speak, re-create your real-life conversations
• Give Value, get to the point, boil down the message• Translate a 3 Min conversation off-line into 1 Min online• 140 – 190 words can be spoken per minute. Copy and
paste any script into Word and do a word count.• Make sure the script has a Call to Action !
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Step 2 - Production•Going off script – sometimes good stuff percolates on set. Don’t be afraid to change things up
•Hit all the marks – make sure there is adequate audio, lighting to match the message and delivery
•Gear and the people involved – who do you need on set, more importantly who do you NOT need
•Have fun!
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Step 3 - Post Production
•Compile all your assets (still pics, logos,) and mockup the design
•Don’t be scared to show people your edits
•View it through your audiences eyes
•iMovie works for do-it yourself
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Launch Tips• Make an image with a big video play button so people know that it is a video not a picture.
• Placement – don’t bury it! Put it on your home page and give it solid real estate
• Promotion – get the word out! Social media updates, email a link to webpage with video, drive traffic to the video
• Perhaps time the launch of video with other marketing initiatives. Give it more bang and get more eyeballs.
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Return on Investment• Analyze, learn & adapt
• # of Views
• Average time viewed
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Cost• $800 - $100,000+
• Depends on quality and style
• Similar to building a house where layout / materials / contractor fees / finishings will dictate cost, in video the length of shoot / location / props / gear / editing requirements, will dictate cost.
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Video and Social Media• “In-Bound Marketing” – drive traffic and eyeballs
back to your website where people are more likely to contact you
• Use video as pure blog content (no text) OR insert video to supplement a text based blog
• Add video to your Facebook updates
• Tweet out links to your video / video blog
• People love to watch good videos! Don’t be shy about sharing your digital assets.
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Useful Sites
www.reelseo.com
http://www.reelseo.com/online-video-101-for-small-business
/
http://www.youtube.com/yt/creators/playbook.html