video marketing: harnessing the power of multimedia

Ms. Anubha RastogiAstt. Prof, Vidya School Of Business

2017-18

What is Video Marketing?

• The definition of video marketing is not complex. In fact, it’s rather simple: using video to promote or market your brand, product or service. A strong marketing campaign incorporates video into the mix. Customer testimonials, videos from live events, how-to videos, explainer videos, corporate training videos, viral (entertainment) videos — the list goes on.

• Video marketing is quickly becoming one of the hottest ways of showcasing and promoting your online business!!

• According to some recent studies, 57% of people have watched online videos at some point in their lives, and 19% watch them every day. Those figures appear to be growing steadily as internet usage and social networking grows more and more popular.

Anubha Rastogi | VSB

The Benefits of Video Marketing Here are some of the benefits to using video marketing:

• You can showcase your product or service in a unique way that will both entertain your viewers and offer them valuable information.

• Videos get a lot of views and a better response rate than articles and blogs. People are more willing to sit through a two-minute video than read a long blog entry.

• You can better illustrate the concepts you're trying to convey. Some topics are just plain hard to describe and lay out in print form, but video allows you to show rather than tell. This is especially true when it comes to technical "how-tos": videos can be much easier to follow.

• You can avoid the duplicate content penalty altogether. Videos currently do not abide by the same rules as normal articles and blog posts.


• Videos allow you to create new, fresh content easily without getting a headache trying to think of something to say, as with articles.

• You can capture the attention of your visitors in an entirely different way. • Videos rank high in the search engines. • Creating a video can be done for free, or at a very reasonable rate. • Video sites like YouTube allow their users to spread the word on Facebook, Twitter, LinkedIn, and

so on. This is how videos go "viral". Someone posts a cute video of their kitten, sends it to a couple of their friends, and then basically forgets about it. One week later the video has over a million views. This sounds like a "too good to be true" scenario, but it literally happens ALL THE TIME when it comes to videos. Essentially, other people in large part will do the marketing for you, by recommending the video to their friends and family and spreading the word.

• Video websites like YouTube appear to have much more of a sizable "community". • Studies have shown that video marketing produces increased traffic, sales, and opt-ins.


What Makes a Great Video?• Who will be watching your video?

• Good videos are well-made and interesting.

• Good videos provide valuable content and this fact is CRUCIAL to your video marketing success

• Videos give the viewer a small taste of what they want and leaves them thirsty for more.

• You don’t have to have your videos professionally done in order to be successful. While there is a certain level or professionalism that must be maintained in your setting and in your content and how it is presented, you can do harm by being too professional. You want to be human, authentic and approachable. Too slick doesn’t sell anymore!


How to Make a Video?

• Windows Movie Maker• Camtasia Studio • Camstudio• Jing • Videos on Webcam

Professional Video Production • Cameras and Editing Software • Stock Videos • Video Creation Service

Video Websites • YouTube • Viddler• Vimeo • Metacafe• Google Video • Daily Motion • Veoh• Flickr • Blip.tv • VideoJug• Slideshare


Video Styles That Drive Results• Promote Your Business

Create on location profile videos to showcase your business to potential consumers. These unscripted videos usually involve the owner or an employee talking about the business in a genuine and relatable way.

• Scripted AdsWhen consumers view an online video advertisement, 40% visit a website mentioned in the ad, and 15% request product information13. A scripted ad uses a professionally recorded narrator to introduce a company and highlight its main features, making it the perfect choice for camera shy business owners.

• Showcase TestimonialsTraditional text testimonials have always been effective at adding credibility to a company, and video testimonials take this to a new level. It has been shown that visitors spend 10 times longer on websites with testimonial videos.

• Transform Your Press ReleasesA video news release acquires 55% more views than a regular text release14, making it a very useful PR tool. Scripted videos that showcase company news and announcements are very effective at generating buzz on social media.


• Founded in February 2005 and officially launched in December 2005

• Purchased by Google October 9, 2006• YouTube still operates independently• Google bought YouTube for $1.76 billion

• People come to YouTube to visit 1 video, but end up watching several videos like 7 or 15 videos you wonder where the time has gone?

• YouTube uses 45 terabytes of storage space which costs aprox. $1million a day, returning zero profit. In 2007, YouTube consumed as much bandwidth as the entire internet did in 2000.

• The majority of companies who have found great success with YouTube marketing will upload anywhere between 1 and 3 videos per week! The more updates that you create, the more people that you will reach and the more traffic you will generate to your business

The Most Popular Video Website


To become popular:

• Entertain

• Instruct

• Provide useful or

interesting information


Video SEO

YouTube Ranking Factors: • Title • Description • Tags • Views & frequency • Likes, dislikes • Playlist additions • Flagging • Shares • Comments • Age of video • Video responses • Subscribers • Favorites • Embeds & inbound links

Best Formats for Uploading

• YouTube can accept almost any video format for upload, but for most users have found the following settings give the best results.

• Video Format: H.264, MPEG-2 or MPEG-4 preferred

• Aspect Ratio: 4:3, 16:9)

• Resolution: 640x360 (16:9) or 480x360 (4:3) recommended

• Audio Format: MP3 or AAC preferred

• Frames per second: 30

• Maximum length: 10 minutes (we recommend 2-3 minutes)

• Maximum file size: 1 GB

It All Starts with Your StoryUse Emotions to Drive Action and Create a Storytelling Culture and Infuse Humor Into Your Brand Videos


8 Videos to Jump Start Your Collection (and Their Purpose Along the Funnel)1. FUN, HIGH-LEVEL VIDEOS PROMOTING YOUR EXISTING CONTENTGreat for: Brand awareness, increasing traffic to your blog or asset-specific landing pages, and lead generation.

2. SITUATIONAL OVERVIEWS (OR THE “WHAT’S IN IT FOR ME” VIDEOS)Perfect for: The discovery phase, a campaign for generating interest in your niche market, lead generation, and nurturing emails.

3. TALKING-HEAD STYLE INTERVIEWSGreat for: building your video library, brand awareness, content re-use on various channels (blog, YouTube, social, etc.), and attracting leads with industry-specific interests.

4. HELPFUL HOW-TO SNIPPETSGood for: Easing people from the discovery phase into the real meat of what you deliver.

5.RECORDED WEBINAR SEGMENTSGood for: educating potential customers about issues related to your industry.

6. EVENT MARKETING VIDEOSGood for: pre-event email marketing direct to the attendee list, teaching fellow conference attendees about your areas of expertise, and scheduling in-person meetings prior to a live event.

7. CUSTOMER TESTIMONIALSGreat for: The justification and evaluation stage of the funnel when buyers are considering whether you solve their specific pain points.

8. PRODUCT DEMOSGood for: helping buyers justify their decision to purchase, email follow up, lead generation, and addressing the end of the funnel with your video collection.


Where to Distribute Videos for Maximum EffectHere are 16 places to consider sharing your content every time you release a new asset:

• Sales Assets and Relevant Webpages• Email Campaigns• Your Email Signature• Your Blog• Partner Blogs• Press Releases• Social Networks• Facebook

• Twitter• LinkedIn• Instagram• Pinterest• YouTube• Slideshare• Google+• A dedicated video hub on your website*

Its not just about your increasing view rates…It is more !

GOAL 1 : DRIVING MORE TRAFFICTOP METRIC: CLICK-THROUGH RATE (CTR) ( Clicks to Website Divided by Total Viewers )

GOAL 2 : BUILDING CONTACT LISTSTOP METRIC: SUBSCRIPTION RATE ( Subscribed from Video Divided by Views )

GOAL 3 : QUALIFYING PROSPECTSTOP METRICS: PLAYING, SHARING, AND SITE ACTIONFor video, this can include things like:• Playing a video sent to them in an email – not only are they interested enough in you to open the email, but they engaged, too!• Sharing your video after watching it – they believe enough in what you’re saying to share it with others.• Future action on your site – not only did you produce a killer video, but your product’s actually of interest to them. Reel them in!

GOAL: 4 CONVERTING LEADSTOP METRIC: RETURN ON INVESTMENT (ROI) ( $ Sales from Video Conversions Divided by $ Spent to Create Video )


• Optimize Video Content for Mobile Devices

• Collaborate with Influencers

• Develop a Cross-platform Distribution/Promotional Strategy

• Consider Video Length - It Matters!

• Delete Poorly Performing Videos

• Stick to a Regular Programming Schedule

• Take Advantage of Tent-pole Events

• Optimize Custom Thumbnails for CTR, Titles, Descriptions and Closed Captions for Discovery

• Take Advantage of YouTube Interactivity

• Optimise for Watch Time, YouTube’s #1 Ranking Factor

Tips for a Winning Video Marketing Strategy

• Employ a Hero, Hub, Hygiene, Strategy• Hero: Large scale videos that reach the masses at scale.

Awesome, one-off videos that capture the public’s attention. Think viral.

• Hygiene: These are ‘Always-on’ videos that are optimized to keep viewers interested

• Hub: Regular, consistent content, geared around customers’ major passions and interests

• Consider Filming in Vertical• Utilize Live-streaming Video Apps• Create a Subscriber Trailer for YouTube• Upload Natively to Facebook • Use Facebook’s Call to Action Feature

video marketing: harnessing the power of multimedia

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