How to create or update a corporate video marketing strategy for your business: Using content to drive sales.

Live Webinar Date: November 5, 2019 Register Here Learn various strategy scenarios based on the type and size of business based on the extent and experience of your corporate video strategy.

While attaining over 25 years’ experience supervising at a major corporation, Richard DePaso continued to follow his passion as a creative, innovative and ultimately, award-winning videographer. In 1987 he formed The Creators in New York, recognized at as one of the top 3 video production companies in the region with major corporate clients including Verizon, IBM, Mobil Oil, Pepsi, Heineken, NY State, Oracle, QVC, Regional Chamber of Commerce and many more. Richard moved to Las Vegas in 2002, forming Aardvark Video–serving the convention market and corporate projects and events–while acting as president of the Las Vegas Videographers Association. More about Richard DePaso…

Richard DePaso
Video Production

In This Webinar You Will Learn…

  • How to establish a strong value proposition with a video.
  • How to create a powerful distribution strategy.
  • How to establish the credibility that creates consistent viewer engagement.
  • How to create repeatable training.
  • How to create a your story, passion, why you’re in business video.
  • How to create a testimonial video.
  • SEO visibility for videos

Benefits of Attending This Webinar

  • Build credibility
  • Convert more clients

Webinar Slides

Video Marketing Tactics, Richard De Paso, In the Webinar Series "Get Your Marketing In Motion" by Marketing Department LV LLC, Las Vegas, Nevada, Slide 001

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Webinar Notes

Low Hanging Fruit

Video Marketing Tactics to Fit Your Strategy

David Smith & Richard DePaso

Who Is Richard DePaso?

  • MANAGING DIRECTOR – AARDVARK VIDEO
  • OVER 25 YEARS MANAGING IN WHAT IS NOW VERIZON IN NEW YORK MANAGING COMPANY WIDE; WORKING WITH CORPORATE AGENDAS AND UNDERSTANDING CORPORATE CULTURES–GETTING RESULTS!
  • OVER 30 YEARS PRODUCING VIDEO FOR BUSINESS; STARTED IN 1987
  • CREATIVITY PLUS UNDERSTANDING BUSINESS GOALS AND ACHIEVING CLIENT OBJECTIVES
  • 55 YEARS MANAGING-HOW DOES THAT MATH WORK!!!
  • WHY LAS VEGAS?
  • OUR CLIENTS INCLUDE: MICROSOFT, IBM, PANASONIC, SAMSUNG, CASIO, OWENS CORNING, STATES OF NV AND NY, AND HUNDREDS MORE LOCAL AND NATIONWIDE LARGE AND SMALL

Who is David Smith?

  • President and founder of MarketingDepartmentLV.com, and NetworkLasVegas.com
  • Over 15 years providing digital, content marketing and relationship networking services.
  • Marketing Challenges Faced by Businesses:
    1. Locate the best marketing vendors.
    2. Manage the marketing vendors.
    3. Coordinate the work of the marketing vendors.
  • If unsuccessful: The result is mediocre marketing activity performance along with continually restarting marketing programs (new website, new social media approach…etc.).

MarketingDepartmentLV Mission:

To ensure that Las Vegas businesses spend less effort on their marketing while getting better results through outsourcing their marketing department.

Are you a hiking enthusiast in the Las Vegas area?
View David’s website: LasVegasAreaTrails.com

Get in Motion! Utilize Low Hanging Fruits

You Can’t Steer Something That’s Not in Motion!

  • Put yourself and your business in motion. This is the most important aspect: Make the decision and deal with the outcome.
  • Don’t worry about wrong decisions in the past;
  • PLAN WHAT TO DO BETTER IN THE FUTURE–AND DO IT!

And we hope after watching this webinar, if you aren’t using it already, you’ll be convinced VIDEO should be in your business growth plans

Marketing Trends

  • FIRST THERE WAS PRINT
    • YELLOW PAGES
    • MAILERS, NEWSPAPERS, ETC.
  • THEN… THERE WAS EMAIL
  • THEN TEXTING
  • IS IT JUST ME OR ARE THESE NOT AS EFFECTIVE AS THEY USED TO BE ? WHY?
  • WHAT IS NOT EFFECTIVE ABOUT THESE? TARGET AUDIENCE DIDN’T ASK TO BE CONTACTED AND MAY NOT BE INTERESTED
  • But VIDEO is effective because people look for information from video content, with proper SEO you can be found, and with a message that gives the viewer what they want, they come to you

Let’s look at Marketing Statistics & Trends which show how the use of video is effective and growing . . . .

Video Marketing

Creating Video Content That Generates Qualified Leads And Achieves Objectives

Daily Video Consumption

  • 5 Billion Videos
  • 100 Million Hours

Mobile Video Exploding

  • Smart Phone
  • Video Streaming
  • Ericsson Mobility Report November 2018
    • 379% Increase In 6 Years

Video & Brand Awareness

  • 95% retain information from video
  • 10% retain information from reading

Social Video

Consumers Engage DAILY With Branded Videos

Building Trust with Testimonial Videos

Digital Video Advertising

  • Surpassed $100B in 2018
  • $20B Increase Over 2017
  • 30% of Total Digital Display Ad Spend

https://www.iab.com/wp-content/uploads/2019/05/Full-Year-2018-IAB-Internet-Advertising-Revenue-Report.pdf

Video Content Marketing Strategy

  • Video-Most Preferred Communication Method for Brand & Marketing
  • Video-Most Memorable Content
  • Video-Most Engaging Content
    • 45% of Consumers
    • 56% of Millennials

Brightcove 2018 Video Study

ROI-Video Lifts All Boats

PROFESSIONAL VIDEO PRODUCTON

  • “The way we do anything is the way we do everything.” -Martha Beck
  • The quality of your video is indicative of the quality of everything you do
  • A shameless plug for us!!!!
  • We at “Aardvark Video” produce professional video

Why Use Video?

  • People don’t want to read anymore–They want to see/hear
  • Search Engine SEO–You saw the statistics
  • Online 24/7 able to extend reach of your message and exposure
  • People want and expect to see video on your website
  • When you search online do you prefer to read or see/hear?

TODAY WE’LL TALK ABOUT HOW TO GROW YOUR BUSINESS WITH VIDEO

Marketing Trends

  • Video Is the “Low Hanging Fruit”
  • The Most “Bang For The Buck”
  • People want video–They look for it; it generates inbound traffic to your website, YouTube channel, etc.
  • WHY PUT ALL YOUR MONEY TOWARDS PRINT OR OTHER ADVERTISING THAT PEOPLE TRY TO SELL YOU?
  • Learn from the statistics we showed and profit from the trend reaching more people than any other medium
  • And. . Just to prove how video is more effective and interesting than print, try reading this text and then look at the Kickstarter video we produced to see the difference

SmokeShield_Clip-02.mov (see webinar replay video)

Often, I’ll go to an event and when someone asks what I do, I say “we produce video” and they say, “oh weddings”

I CRINGE because they have no concept of the way video can help their business Market showing your “VALUE PROPOSITION”

What’s in it for the viewer

GENERAL CATEGORIES OF BUSINESS VIDEO?

  • “Engage Viewers” and “Convert to Buyers” when they are ready
  • Build “Brand Awareness” brand recognition-Social Media
  • Train Effectively – your employees and buyers
  • DIY Video has a place and can be very effective
  • Professional Video Production–provides a better message

Some Video Types & Uses … And We’ve Only Scratched the Surface!

Video Types

•Interviews/Testimonials
•Product Demos
•Company News
•Blogs
•Events
•Presentations
•Internal and External Training
•Client Training
•Kickstarter Campaigns
•Tutorials
•Vlogs
•Webinars
•Live Streaming
•Infomercials
•Commercials–online/TV
•Reviews
•Continuing Education
•Surveys
•Sports
•Fund Raising
•Drone Coverage
•Website Headers
•Non-Profit Fund Raising

Social Media

•YouTube videos
•Facebook videos
•Facebook Live
•Facebook stories
•Instagram stories
•IGTV, Rokio and other online channels
•Twitter videos
•Linkedin videos
•Live Streaming
•Real Estate
•Entertainment
•Email Marketing

Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition

”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy

Training Internal/External

”Live Streaming” presenting something live, anywhere

Some Video Success Stories

Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition

”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy

Training Internal/External

”Live Streaming” presenting something live, anywhere

•Las Vegas Window Tinting–30% to 60% close rate

•Top Chef–Video Resume Tripled Income

•Bracelet Buddy – Sold thousands on QVC

•The State of NY
•The State of Nevada Training
•Molycorp
•CME–Rincon–Kone, many more
•$30k spent = $300k earned

•Lion Habitat Ranch Fund Raising
•Smoke Shield
•And hundreds more large and small

There is a well know statement, “A picture is worth a thousand words”

And if that is the case, a video is worth over a million.

LET’S SHOW SOME EXAMPLES

. . . And as you watch the examples, think about what category or categories the video falls into and how it shows solving problems/satisfying needs, engaging, training or a combination which will motivate a viewer to take the action you want:

•Value Proposition
•Engagement
•Brand Awareness
•Training
•Or something else

(See webinar replay video)

GENERAL CATEGORIES OF VIDEO

  • Market showing your “VALUE PROPOSITION”–what’s in it for the viewer
  • “Engage Viewers” and “Convert to Buyers” when they are ready
  • Build “Brand Awareness” brand recognition
  • Train Effectively–your employees and buyers
  • DIY Video has a place and can be very effective
  • Professional Video Production adds more

DIY–Do it Yourself Video

  • If you have time time to plan and have some equipment, it can be very effective in getting your message out.
  • With everyone having a smartphone, you can record anytime, almost any place to gather footage and you should
  • You can post to Social Media instantly
  • You can get good results as you practice more

DIY–Common Mistakes

  • Terrible Sound–get a wireless or wired mic and get a camera app like “MoviePro” that lets you monitor sound with headphones or buds
  • Exposure and color–use a camera app that lets you adjust easily
  • Too much motion–start recording 5 seconds before and hold your shot 5 seconds after the action. Don’t pan rapidly all over the place.
  • No pre-planning and lack of continuity shot to shot
  • No end goal for what you want the viewer to do and/or call to action

Testimonial Video

Testimonials are a potent convincer because it shows satisfaction with your product or service and helps people identify being in the same situation with the same problems or needs

  • You see this all the time on TV but it may not have sunk in. There are two general positions for an interviewee to be facing:
    • Facing the camera when talking directly “to” the audience. Like asking them to do something, “ie: “call me today”
    • Facing to the side when talking “about” the subject to an interviewer. This is called “off camera”.
    • Also, there is the “rule of thirds”. The subject should always be facing into the video frame if looking off camera.
  • It has to look “right”
  • Use B-roll to make your message more understandable “say it, show it”

Proper Placement of Subject

Looks “correct” for a video image talking to camera, facing into frame but “incorrect” on this PPT image because he should be facing into PPT slide

Looks ”correct” speaking to camera

Looks “ correct” talking to an interviewer off camera and also looks correct for this PPT frame looking into the frame.

  • Preparing your subject’s appearance
  • Sometimes an interview may be spontaneous and you don’t have the chance,
    but you should try to be certain your subject is neat and presentable

    • If possible, have your interviewee clean up by giving them a chance to look in a mirror. If a woman, give them a chance to adjust their makeup.
    • That means being certain hair isn’t messed; use hairspray if you can
    • Be certain clothes are not askew
    • Faces are not greasy–just blot with tissue or if possible and you are serious about doing a good job, have powder
  • Have your subject paraphrase the question in the answer.
    • For example, if you are an interviewer not being recorded and you ask if they like your product, you don’t want them to answer just with saying “Yes” because the audience will have no idea what they are talking about
  • Cue your subject when to begin speaking so they know the camera is recording.
  • Use an external microphone, a lavaliere, handheld or boom mic, to get good sound
  • Light the subject if you can

Top 10 Simple Strategies for SEO Optimizing Your Video – David Smith

  1. Optimize Title (Use focus keyword)
  2. Optimize Description (Start with focus keyword)
  3. Optimize Tags (Use Popular Keywords)
  4. Find Video Keywords (Get ideas from competitor’s keywords)
  5. Upload a Custom Thumbnail
  6. Step Up Production Value and Improve Content
  7. Share on Social Media
  8. Send to Your Email List
  9. Review Watch Time and Increase–Add suspense (left menu> analytics)
  10. Encourage People to Subscribe

Why Use Video?

  • Market showing your “VALUE PROPOSITION”–what’s in it for the viewer
  • “Engage Viewers” and “Convert to Buyers” when they are ready
  • Build “Brand Awareness” brand recognition
  • Train Effectively–your employees and buyers
  • DIY Video has a place and can be very effective
  • Professional Video Production adds more

Professional Video Production

Business “Value Proposition” what do you do that a viewer wants; ”What’s in it for them” and what differentiates you from the competition

”Engagement” staying on the radar and being recognized as the source/expert for when a viewer is ready to buy

Training Internal/External

”Live Streaming” presenting something live, anywhere

Working with a video professional is like working with a “business consultant” who will see things you don’t, can offer input and be able to help you design a message to motivate the viewer to take the action you want!

The 3 Phases of Video Production

  • For Even A Short Three-minute Video, Between Planning, Shooting And Editing, It Can Take Many, Many, Man-hours that you may not realize till you work with a professional crew.

Pre-Production

  • This Is The Most Important Phase Where Everything Is Planned Out Ahead Of Time.
  • It Usually Takes The Most Time because here is where the plan for the project is developed
  • What Message Are You Trying To Get Across To What Specific Audience?
  • What Type Of Problems Does The Video Solve Or What Needs Does It Satisfy For The Viewer? Otherwise Why Would They Be Interested?
  • Figure Out All The Necessary Resources Required To Assure The Video Will Accomplish Your Goals.
  • Determining Objective, Location Scouting, Actor Prepping, Lighting, Sound, Cameras, Approximate Length Of End-product;
  • These Are Some Examples Of What Must Be Thought Out Ahead Of Time.
  • Does The Project Require A Script?

The Production Phase

  • Once You’ve Answered All Required Questions, The Actual Camera Work Begins.
  • On A Professional Shoot, There’ll Be Crew Members Responsible For Camera Operations, Lighting, Sound, Make-up, And Directing The Action To Be Certain Any Planned Scenes Transition Properly.
  • Someone May Also Be Keeping Track Of Which Shots Will Be Used (Best Shots For Editing Purposes) And Referring To The Script To Be Sure All Required Shots Are Recorded.
  • If There Are Action Takes Involved, No Matter How Simple, Numerous Takes May Be Required Till The Proper Shot And Timing Is Accomplished.
  • Depending On The Type Of Shoot Planned, Many Other Options Such As Teleprompters, Drones, Jibs, Dollies, Specialized Lighting Etc. May Be Involved.

Post-Production

  • This is the editing phase.
  • Selected takes are digitized, trimmed, and put together on a timeline within editing software.
  • Animations, graphics, voiceovers, music, color correction etc. are put into place.
  • 5-minute video = over 800 video and audio items (Play Ashbury Video from Shot Show)

David Smith

https://marketingdepartmentlv.com

DavidSmith@MarketingDepartmentLV.com

(503) 816-9665

Richard DePaso

https://aardvarkvideolasvegas.com

info@aardvarkvideolasvegas.com

aardvarkvideo@gmail.com

(702) 897-4477

If you have a video not performing well give us a call and perhaps, we can help that video bring you better results.

If you have an idea for a video bring that idea to us and we’ll look at how we can create a powerful video to help grow your business

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