In this presentation we will explore why Video has become such a powerful tool in marketing, why you should use video and how to get started. You will find out about the different types of video you can use in your marketing, what makes for a great video, the tools and processes involved in producing a video and some tips and tricks for getting your video to working for you.

1. VIDEO MARKETING SECRETS

2. What is the purpose of your
company website?

3. Strategically, you have three options:
• Establish your credentials
• Generate leads
• Sell your products and services

4. Imagine, for a moment, you have to
interview your website for one of these
three roles. How well will it perform?

5. Will you have to send it on a sales training
course? Will you have to fire it? Appoint
a more suitable candidate?

6. You squander your most valuable online
asset if you have an underperforming or
counterproductive website.

7. So, let’s see how we can fix this.
Let’s start with this simple question:
which will be more effective at
establishing your credentials, generating
leads and making a sale:
• a selection of pages nailed to a fence on
the side of the digital highway
• or you, with your knowledge, your sunny
personality and unbridled enthusiasm?

8. Unfortunately you are not a website.
• You can’t be everywhere,

9. • you’re not available 24/7

10. • and you can’t really deal with thousands
of simultaneous queries

11. So, the next question is: how do you transform
your website, with all these benefits, to be
as effective at establishing your credentials,
generating leads and making a sale as you
are?

12. The answer is VIDEO!

13. Video has several key benefits:

14. • People like videos. Facebook and
YouTube report 4 billion video views per
day on each platform.

15. • Customers can see your product or
service in action

16. • Video is better at getting us to feel

17. • Videos boost your search rankings.
According to some research it is 50x
easier to achieve a page 1 ranking on
Google with a video, than without

18. • Videos are easy to distribute

19. • Video marketing can be as cheap or
expensive as you want it to be

20. What are the rules for creating a great
video?

21. • You have to capture people's interest
within seconds and hold it throughout.
The script and the way in which you
communicate your message visually are
critical elements to get right.

22. • You have to make an emotional
connection.
People love to be entertained. They want to
feel excitement, shock, relief, admiration ...
something. That’s what makes us human.
And you want them to feel positive about
your company.

23. • You have to explain things so they really
‘get’ the value of what you're offering.
Using metaphors and visual aids play an
important part in getting people to really
understand that they should buy from you
and not the competition. And keep it simple:
problem – solution - how it works - call to
action.

24. • Focus on benefits, not features.
People want to know how your product or
service is going to make their lives better.
They want to know you’re going to make a
difference.

25. • If you don’t give people what they want
they are unhappy, they look around, they
go somewhere else.

26. Let's look at some of the types of videos
you can create:
• Explainer videos explain your value
proposition.
• When people ‘get’ it, love it and want it,
they will buy it.
• An explainer video is your most effective
lead conversion tool.

27. Viral videos – Viral videos are meant to
spread your brand through social sharing.
They usually don’t try to sell anything and
are often entertaining.
These primarily create brand awareness and
generate traffic to your website.

28. Vlog – These are video blogs.
They’re cheap to produce, personality-
driven, and quite possibly the best value for
money in terms of sheer engagement value.
Vlogs primarily serve to maintain brand
awareness, build a fan base and generate
leads.

29. Webinars – Webinars are usually high-value,
low-cost endeavours.
• They are good for diving more deeply into
relevant topics.
• They create a stronger sense of connection,
especially where the audience can ask
questions.
• Webinars are primarily for generating leads
but also to build your reputation and
community.

30. How-to – Webinars are usually high-value,
low-cost endeavours.
• They are good for diving more deeply into
relevant topics.
• They create a stronger sense of connection,
especially where the audience can ask
questions.
• Webinars are primarily for generating leads
but also to build your reputation and
community.

31. Let's look at the process of producing a
video.

32. • The Value Proposition:
Start with a well defined value proposition.
This will form the basis of your message.

33. • What is your elevator pitch in 1-2
sentences?

34. • Who is this for?

35. • What are the key benefits?

36. • How does your product or service work?

37. • What makes your offer different?

38. • Why you?

39. The Creative Idea – you need to come up
with something that will make you stand out
and be different from everyone else. This
can be in terms of what you have to say
about your subject matter, how you say it,
the metaphors you use, your tone of voice,
the visual aids you use.

40. The Script – it’s all about the script. In most
cases it is better to get an external script
writer to write your script because they will
look at your offer from the outside in, the
way your customers see it, and will therefore
explain it in a way that anyone can
understand.

41. Storyboards – The storyboard is based on
the script and helps you plan and pre-
visualise how the video will unfold. This is
not really necessary for small, ad-lib
productions.

42. If you are going to use animation or motion
graphics get your script voice recorded.

43. There are many online services that offer
access to voice talents.

44. The Animatic – An animatic is basically
editing the storyboard and the voice
recording together so you get a good idea of
the pace and flow of the video.
The animatic is really important for videos
where making changes in the production
process could get very expensive.

45. Production – Once all the planning is done,
you go into production: you create all your
visual aids, shoot your video, produce
animation. This is a whole subject on its
own, but always keep this one question in
mind: does this video, the way it looks and
feel, do justice to my brand?

46. Post Production – Post production is
basically putting all the bits and pieces
together into one video. For this you will
need some video editing software.
Adobe After Effects and Adobe Premier
are two professional packages, but they
have a reasonably steep learning curve.

47. There are also some free software available,
such as Windows Movie Maker, Apple’s
iMovie, Resolve Lite, MPEG Streamclip,
Free Video Dub, YouTube Editor or WAX.

48. Music – music binds the video together and
enhances the mood you want to create.
There are many online audio libraries
available.

49. Launch – You have a choice of uploading the
video to your server or to a hosting server
such as YouTube or Vimeo. You will need a
catchy Title, Description, Thumbnail image,
Keywords, Transcript and links.

50. So, let’s get back to our two entrepreneurs
and see how they do.
They’ve created a mind blowing explainer
video and started a series of short Vlogs
with a few How-to videos thrown in for
good measure.

51. The Vlogs are starting to attract a lot of
attention and the audience numbers are
steadily rising. Fans share news of the
Vlogs on their social media channels.

52. All this activity channels people to the
website where the Explainer Video stands
ready to turn curiosity into interest, interest
into desire and desire into positive action.

53. Our two entrepreneurs are now well on
their way to building a high value company.

54. Brought to you by WAKSTER.
Developers of Wow-Factor loaded
Business Videos that works.
For examples of Explainer and Viral videos visit us at
WAKSTER.COM