Remember those videos about how quickly the internet and social media was changing? (If not click here). Well our friends at ReelSEO, via their Facebook page, shared with us a couple of similarly fun videos about video. The information is pretty surprising! Click on the images to watch the videos. Enjoy!
Web Video Is No Longer An Option It’s Required
The importance of online video – Info-motion-graphic
And our second This Week in Video Marketing blog that was so powerful we made it its own blog posting.
#2 Zappos Sees 10% Increase in Product Sales When Video Description Used
The Wall Street Journal wrote an article discussing how Zappos is now creating thousands and thousands of videos to market almost every shoe they have. The interesting twist? They are not using models but their own employees. They find that by using an “everyday” person they increase the level of trust that is communicated about how a product will function, fit, and work.
According to Steve Posavac, a professor of marketing at Vanderbilt University Owen Graduate School of Management, “If you just have a regular person who matches the target segment the consumer is likely to trust that communication more.”
The use of videos has increased product sales and reduced returns, the latter being more important to brand equity. If someone has to return a shoe the customer can become “disenchanted,” according to Laurie Williams, video and photo products manager at Zappos.
Furthermore, the WSJ reports that “A video—even an unflattering one—produces what marketers call ‘the stimulation process,’ says Mr. Shiv. When a company shows people an item in action, ‘your brain is sort of naturally imagining, ‘how is this product going to feel on me, how is it going to look on me,’ ‘ he says.” You might not buy that shoe but you will more likely buy a shoe.
Video descriptions (essentially product demos) have become so effective for Zappos that they are now recording more than 400 of them per day.
A fascinating story about the success of a visionary company.
The articles we found for This Week in Video Marketing News were so good that we decided to make them their own articles. Let’s get started!
#1 Free Blogging for Business Marketing Kit by Hubspot
For those who haven’t heard of Hubspot, they are the leading “inbound marketing” company for small and medium sized businesses. Inbound marketing is a concept that suggests using the internet (SEO, social media, blogging, etc) as a way to get leads to come to you rather than going out and paying for leads by buying lists, advertising, sponsorships, etc. Inbound marketing values the effort of time over money. Whether or not you believe in or understand the concept of inbound marketing, Hubspot is a high volume and high value provider of FREE marketing information. (They “eat their own dog food” as these marketing kits and other information they provide is supposed to “nurture” their prospects and customers).
Most recently they put out a Blogging for Business Marketing Kit that includes informational videos and an eBook. The only thing I have to add is that using video in all of your marketing efforts will provide you with a much higher ROI. The videos Hubspot is providing here are long but valuable. As you download and read through this kit, consider how you might be able to use some of these principles for your own marketing efforts.
If you have ever recorded a GoToMeeting, GoToWebinar, or GoToTraining event to use for video marketing you probably quickly learned that even if you choose the WMV format for recording, you can’t use the video on any online platform or even in post production products like Camtasia. Read below to learn how to fix this!
STEP 1. The first step is to make sure that when you record your webinar or meeting, that you set GoToWebinar to record and convert the event to a Windows Media Player file. (If you have past recordings that are recorded in the GoToMeeting format, click here for instructions on how to convert it.)
In your GoToMeeting/GoToWebinar preferences, select the following under Recording preferences:
This will ensure all future recordings will be in the WMV format. NOTE – your video will STILL not work with online video platforms or products like Camtasia due to the title slide placement. (if you have tried using Camtasia, you have probably experienced a stall at 2% while publishing).
STEP 2. Next download a free program called Any Video Converter. Click here to download.
STEP 3. Add the GoToMeeting codec to Any Video Converter. Even though GoToMeeting says it converts the recording to a WMV format, it creates a fairly unique version of that format that you can’t really use. Here’s how to add the GTM codec to Any Video Converter:
- Go to https://www1.gotomeeting.com/codec?Portal=gotomeeting.com and install the GoToMeeting codec.
- Go to C:\Program Files\Citrix\GoToMeeting\457 and copy G2M.dll to
C:\Program Files\AnvSoft\Any Video Converter\codecs (note, the GoToMeeting number might be 452 or 700 something)
STEP 4. Convert! Launch Any Video Converter and select Add File to add your recorded file. Now, if you have a long video file, there are considerations for the quality when uploading to an online video platform. It is often not recommended that you choose the highest quality because the file size will be too large for most viewers to download or stream without too much buffering throughout the webinar. We have found a happy medium to be as follows:
Your settings should match the above screenshot. Select a .mp4 output file format and match each of the rest of the video and audio settings. Note, the one metric that will dramatically affect your video quality (and file size) is the video bitrate. If 512 meets your quality needs, keep it as the higher the bitter the larger the file size (by a large margin).
That’s it! Convert your file and now you have a working .mp4 that can be used for video marketing, uploaded to Vipe, or imported into Camtasia for post production.
55% of communication is body language and every salesperson in the world believes they have the best chance of closing someone if they can just be in-person. That’s not always possible, however, with the increasingly popular use of video for marketing and sales communications, video is proving to be the next best option.
While every business is unique and this list can be much longer, there are 3 must have videos that every sales person should keep as arrows in their quiver to stand out in a deal, save a deal, or get a first meeting for a deal. Now, recording videos might not be the most natural thing in the world for you, but if you can create 3 videos that you can use time and time again (these days you can even use your iPhone or laptop as a teleprompter), you can dramatically increase your ability to close more deals. The list is as follows:
1. Personal introduction video that lives in your signature. Affectionately referred to as a “meet me” video, this short 15-30 second video helps you put a face with your name in your follow up email after a first call and is more powerful than one might think. Just two weeks ago someone shared with us that their “meet me” is what got the prospect to call them back over the competition resulting in a deal with a $40,000 commission. Not bad! With a simple “Meet Me Video” link in your signature, that you instruct your recipients to click on at appropriate times can help you easily build rapport with people you have not met in person.
2. Recovering a cold lead video. We all have leads that go cold on us – no longer returning voice mails or emails. Having a video on file you can send to a cold prospect to ask if everything is OK and if tomorrow or the next day is best to call them, is a powerful last resort. We worked with an individual in the commercial real estate industry who sent such a video to 4 cold leads – leads he hadn’t heard back from in weeks – and within 2 days he got two call backs, one of which turned into a deal!
3. Scheduling an appointment video. More than 50% of salespeople end up generating their own leads, and we all have a laundry list of ways to do so. We create our own mini-marketing campaigns, we cold call, we cold email, and we often get creative – visiting a prospect in person or shipping them a gift that catches their attention. Sending a video to introduce yourself “in-person” and providing an elevator pitch about the value you can bring your prospect is another arrow to use, and in many ways puts your email on steroids (sending links to videos allows you to track if people view them). One customer shared with us she was able to “crack” into a new market after several months of attempting by sending out a video requesting an appointment, which ended up leading to the biggest deal of her career.
With these 3 videos on file and accessible for you to use time and time again, your arsenal for sales ammo will gain significant “umph.” Two last points to make are that the script to these videos are incredibly important – if you are not comfortable in front of a video camera, make sure your script does NOT include the name or company of your prospect so that you can re-use the video time and time again.
Second, emailing video files is not terribly easy (they are often too large of attachments to send) so you need to upload the video to a hosting service and email a link to the video. While YouTube is free, it is incredibly distracting and blocked by a lot of businesses so make sure you use a private hosting platform free of ads and unwanted related videos.
For Vipe customers, log into our Support Portal for sample scripts and help creating your landing page.
A fairly light week in relevant video marketing news but there are definitely a few interesting articles for those providing services to other businesses.
How Microsoft Uses Video to Increase Employee Productivity
A few years back Microsoft built their own internal YouTube, accessible only by internal employees. Two gems found within the article are 1) the Podcast-In-A-Box kit inclusive of a FlipVideo, Zoom H2, and Camtasia for employees to record semi-professional quality video and 2) the discussion of how email and websites were once in question as a necessity and how video is on the same usage trajectory. Click here to read the entire article.
The Pros and Cons of YouTube Video for Your Website
Grant Crowell over at ReelSEO.com lays out a great list of the pros and cons of relying solely on YouTube as the video platform for your business. You’ll have to read the article to access this list (this isn’t one I can summarize). Click here to read the entire article.
Top 5 YouTube Marketing Mistakes Committed by Small Businesses
Resonating with the belief that you get what you pay for, Amy-Mae Elliott discuss 5 points to think through thoroughly as you begin to create video assets and consider what the value to that asset will be for your business. Strategy is key to successfully using video for marketing and sales. Click here to read the entire article.
More and more people are recording videos of themselves for marketing and sales, however, in almost all cases, multiple takes are required and it can be a pain to record a professional looking video yourself. One idea to dramatically ease that process is to use a teleprompter!
For those who don’t want to invest a couple thousand dollars in a teleprompter fit for a president, there are now several videos on YouTube about building a home made one. However, if you are like most salespeople I know, you are probably too lazy to gather all the materials to build your own. Enter the iPhone to the rescue.
If you have an iPhone and use a FlipVideo camera and tripod to record your videos, you can setup a teleprompter in 3 steps:
- Search “teleprompter” in the App Store on your iPhone and download either the free O’Reilly Media’s Great Teleprompter app for a basic teleprompter or the free dvPrompter app for a more advanced one.
- Email your script to yourself and copy and paste it into your app.
- Turn your iPhone on its side and set it on your tripod right in front of your FlipVideo (if you tilt the camera down, simply tape the iPhone to the Flip to secure it).
You can zoom in or out on the text to change the speed of the teleprompter. The best part is that if you frame yourself correctly so that your shoulders and head are in the video, you will be far enough away from the camera that you can’t even see your eyes moving!
If you don’t have an iPhone or use the web cam on your computer, there are other options available as well like CuePrompter.com for turning your computer into a teleprompter.
Try it out!
Vipe customers, check out our new Grading Your Video forum in our Support Portal to learn how best to frame, setup, script, and incorporate your video into your greater marketing and selling strategy.