HOW TO CONNECT, CAPTURE, AND CONVERT USING VIDEO

VIDEO MARKETINGFOR YOUR BUSINESS

CONTENTS Introduction .......................................................................................................4Chapter 1: ............................................................................................................5

Why Video Marketing? .......................................................................................................................................5Why It Works ...........................................................................................................................................................5Statistics....................................................................................................................................................................6The Power of Real Footage and Animation/Motion Graphics ..........................................................8When Should You Use Real Footage? ..........................................................................................................8When Should You Use Animation/Motion Graphics/Digital Graphics? .......................................8

Chapter 2: ............................................................................................................9Connect: Choose the Right Video for the Right Audience ..................................................................9Product Demonstration ................................................................................................................................... 10Customer Testimonials .................................................................................................................................... 10Staff Introduction .............................................................................................................................................. 10Video Tours............................................................................................................................................................. 11Polls and Surveys ................................................................................................................................................ 11

Chapter 3: ..........................................................................................................12Capture: Where and When to Use Video ..................................................................................................12Email .........................................................................................................................................................................12Website .....................................................................................................................................................................13YouTube ....................................................................................................................................................................13Instagram ...............................................................................................................................................................14Facebook .................................................................................................................................................................14Pinterest ...................................................................................................................................................................14Vimeo ........................................................................................................................................................................15Google+ ....................................................................................................................................................................15

Chapter 4: ..........................................................................................................16Convert: Tools of the Trade .............................................................................................................................16The Best Way to Record without Breaking the Bank ..........................................................................16Editing Tools ..........................................................................................................................................................17Measuring/Metrics .............................................................................................................................................18DIY ..............................................................................................................................................................................19

Chapter 5: .........................................................................................................20Quick Tips for Making a Killer Video ........................................................................................................20Keep It Simple ......................................................................................................................................................20Prepare Notes ......................................................................................................................................................20Be Brie .....................................................................................................................................................................20Be Yourself ..............................................................................................................................................................21A Call to Action .....................................................................................................................................................21Encourage Comments .....................................................................................................................................22Conclusion .............................................................................................................................................................23Works Cited ...........................................................................................................................................................24

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…

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CHAPTER 1WHY VIDEO MARKETING?

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.

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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:

• There is a brain function that specifically looks for human faces to gather information and to determine whether or 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.

• People find it easier to convert the human voice to meaningful and helpful information than they do the written word.

• There is an immense power in emotion. When something appeals to a person’s emotions, they will feel more connected 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.

• Our DNA is hardwired to recognized motion and movement. After all, it’s this power that our ancestors used to survive. We still notice motion, and the movement of a video will help to capture attention.

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.

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.

According to Dr. James McQuivet at Forrester Research, a one-minute video has the same value to viewers as 1.8 million written words. In case you were wondering, 1.8 million words adds up to about 3,600 web pages. Does that sounds like something you would like to write? You could spend half of your year just putting together that many words when a one-minute video will take virtually no time at all.

According to another research firm, comScore, about 45% 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.

• The average Internet user will watch about 16 minutes of video advertising every single month. (comScore Video Marketing Insights)

• 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.

• People who watch a video for a company or retail site are 64% more likely to buy a product from that company.

• Websites that have video content are 50 times more likely to get first page search engine rankings. (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.

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. You will find this is the easiest way to allow your viewers to know you and your business and for you to get a message across. Real footage is best for video testimonials, 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 how much power there is in video marketing, it’s time to actually learn how to use it successfully. 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

Before you start putting together your video, you have to consider whom it is for so that you can choose the right theme or style. Whether you are designing or recording the video for current customers, potential customers, 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 you are trying to reach and that will fulfill your purpose in making this marketing tool in the first place. 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 word out that you offer this specific product. It also shows customers how to use the product, which is likely going to 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.

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, your operations (showing how products are made), or of your products on display. The important thing you 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.

Remember that one of your goals is to connect with people, and that means creating the right video for the situation. The more you can build a connection with the modern customer, the better.

CHAPTER 3CAPTURE: WHERE AND WHEN

TO USE VIDEO

The next thing we need to discuss is how you will actually capture an audience. There are numerous differ-ent 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.

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EMAILEmail marketing has a lot more power than you may realize. It can be useful for

all sorts of things, including video. 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.

• Revenue from email advertising in 2012 reached more 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. Dynamic content of any type 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 like to make in any of the categories men-tioned. Use these videos specifically to appeal to potential new customers as a way to convert them and gain their business. Your repeat customers aren’t likely to watch these videos, but anyone who is learning about your website and company for the first time will certainly be interested.

YOUTUBEAs mentioned, YouTube gets millions of views every day, and that means mil-

lions of opportunities to reach more potential customers. YouTube can especially be useful since it can actually be connected with other social media sites. For ex-ample, if a viewer watches a video on YouTube and finds it really interesting, they can share it on Facebook.

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, they may overlook your video completely. In other words, you need to make your video re-ally interesting and definitely designed to appeal to people’s emotions in some way. Plenty of businesses have found it easy to use light-humored videos to get attention for their company. So, when designing videos for use on YouTube, use your imagination.

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 make it easy for people to find your videos by using hashtags.

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 ad-vantage. 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 busi-ness, but their friends, and those people’s friends as well. When you pay to adver-tise those videos, you will also reach thousands or even millions of other people who could potentially become customers.

PINTERESTPeople forget that they can share videos on Pinterest. They think this little so-

cial 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 a great way to get attention and to drive traffic to your website.

VIMEOVimeo is another video hosting website that is certainly second to YouTube. Ac-

cording to the company’s website, there are over 5 million people who joined Vimeo in just one year. Additionally, more than 50 million videos were uploaded 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.

GOOGLE+Of course, one of the main advantages of using Google+ is that you can eas-

ily integrate your videos into all different Google based outlets, including email, search results and Google local statistics. People often overlook Google+ as a vi-able 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 be-come more powerful.

So, ask yourself, whom are you trying to reach? By understanding what au-dience you want to actually view your video, you can connect in the right way. Just keep in mind that you can actually connect different sites together too. For exam-ple, when people see something on YouTube or Vimeo, they can share the content on Facebook or Twitter. When they find a video on any social media outlet, they can trace it back to its source on your website or wherever you have chosen to host it.

CHAPTER 4CONVERT: TOOLS OF THE

TRADE

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 mak-ing. So, are you working on a “live” vid-eo 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.

These days, iPhones and Android phones have very good cameras that include high definition capability and other controls that allow you to create well-done videos without all of the expense.

Now, if you do choose to make a computer animated style video instead, then you will likely want to hire someone to 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 up-load 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 tem-plates 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 – Offered by the company responsible for Acrobat, Photoshop, and InDesign, this video editing software 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 – One of the best features of this video editing soft-ware is that it includes 4K Ultra HD Video capability and that means you can cre-ate 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 you don’t plan to use the software often or if you are a beginner not ready to jump in feet first, then free software may be more feasible.

MEASURING/METRICS“In the world of video marketing, there are lots of things you can measure. You can

measure views. You can measure how many thumbs up (or thumbs down) it gets. You can measure social shares.

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)

You will find that most video hosts, like YouTube and Vimeo, will provide you with a variety of different metrics to look at. 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 in-triguing 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 the way through while others watch the whole thing. With this metric, you want to see if you are keeping people’s attention, and if so, how long you are keeping that attention.

• Play vs. View: Some people will only click on the video and then not watch it because they didn’t find it very interesting. You want to see how many people are actually clicking the play button, and of course, your goal should be to reach a 100% play rate for best results.

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 video and how to accomplish it. You will also have to familiarize yourself with several different types of software. If you 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.

That can be a little difficult, but there are numerous different tutorials and books that will help you learn how to make 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 view-ers into customers and customers into repeat business.

CHAPTER 5QUICK TIPS FOR MAKING A

KILLER VIDEO

No matter the type of video you intend to create, these helpful tips will get you on the right track to designing something that will work in any situation. Whether you are designing the video yourself or you are hir-ing someone to put it together, keep these tips in mind for better results.

KEEP IT SIMPLEThe first tip is very important. Each video should have a simple and straight-

forward topic. Don’t try to cover everything 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’t

read from them directly or you will end up sounding dry and dull. However, if you go through the process of putting together notes, this will help you collect your thoughts and stay organized on camera. If you will be featuring other people or an employee, then work with 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, viewers will not watch a 15-minute video. They just won’t. As a rule, any type of video should be between one and two minutes long to keep viewer’s attention throughout the whole thing.

BE YOURSELFIf you plan to be on camera, then just be yourself. Don’t try to “act” or create

some image just for the camera. You won’t come off professionally and you defi-nitely will leave the wrong impression on your viewers. If you say “um” or “err”, don’t worry about it. You will sound more natural.

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:

• Asking the viewer to share the video

• Asking the viewer to take a survey or leave feedback

• Asking the viewer to share their own story

• Asking the viewer to visit your website

No matter what, make sure you do have a call to action of some sort for the best results and higher conversion rates. 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 poten-

tial 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 com-ments 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.

CONCLUSIONAre you ready to get out there and start making videos to market your com-

pany? It doesn’t have to be that challenging and it doesn’t even require that big of a financial or time investment. All you need to do is know the basics 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!

WORKS CITEDcomScore Video Marketing Insights. (n.d.). Retrieved April 12, 2014, from

comScore: http://www.comscore.com/Insights/?tag=Marketing%20Research

Craft, K. (2013, September 26). Get Beyond Views: 3 Metrics That'll Help You Prove Video ROI. Retrieved April 14, 2014, from Inbound Marketing.

Mincher, S. (2014, January 9). 25 Amazing Video Marketing Statistics. Retrieved April 12, 2014, from Digital Sherpa: http://www.digitalsherpa.com/blog/25-amaz-ing-video-marketing-statistics/

O'Neill, M. (2012, December 21). Vimeo Releases 2012 End of Year Statistics. Retrieved April 14, 2014, from Social Times: http://socialtimes.com/vimeo-releas-es-2012-end-of-year-stats_b114214

Rosensteel, S. (2013, January 28). Why Online Video Is Vital for Your 2013 Content Marketing Objectives. Retrieved April 12, 2014, from Forbes: http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/

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