The 4-Part Guide on Getting New Clients with Video Marketing. By: Ben Marvazi Founder, Promoshin.com

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1 The 4-Part Guide on Getting New Clients with Video Marketing By: Ben Marvazi Founder, Promoshin.com

2 This guide will go through the 4 steps you need to follow to create a video, use that video to attract targeted prospects to your website, convert those prospects into a lead, a free trial, and so on. You ll also learn how to bring back visitors who don t convert the first time, and how to turn them into a client. After reading this, you ll learn how to: 1) Create an engaging video that people will want to watch 2) Create a video landing page that converts visitors into leads, free trials, etc. 3) Attract targeted prospects to your page (and bring back visitors who didn t convert) 4) Convert leads, free trials, etc. into paying clients with follow up & marketing automation Why Do Video Marketing? Before we get into the 4 steps, I ll go over some reasons why you should even consider doing video marketing: It will help you communicate what your product or service does in the most easy to understand and engaging way It will engage your website visitors and increase conversions It can improve your website s SEO and help you get on the 1st page of Google It can help you boost your social media presence, and potentially make it go viral It can improve open and click thru rates for marketing It will help you stand out from competitors and build your brand Here are some statistics to consider: About 46% of people say they d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua) Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. (Source Mist Media) The average user spends 88% more time on a website with video. (Source: Mist Media)

3 Video attracts 2-3x as many monthly visitors, doubles time on site, and has a 157% increase in organic traffic from search engines. (Source: MarketingSherpa) 59% of senior executives prefer video over text. (Source: Brainshark) Video is now the sixth most popular content marketing tactic, as 70% of B2B marketers use some form of online video with their overall strategies. (Source: Eloqua) Of the 80% of Internet users who watched a video ad, 46% took some action after viewing the ad. (Source: Video Brewery) Video and marketing can increase click through rates by more than 90%. (Source: Mist Media) Animated explainer videos increase conversion rates by 20%. (source: Unbounce) Two-thirds of the world s mobile data traffic will be video by (Source: Cisco) The enjoyment of video ads increases purchase intent by 97%, and brand association by 139%. (Source: Unruly) Video equals higher viewer retention, the information retained in one minute of online video is equal to about 1.8 million written words. (Source: Brainshark) Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media) 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo) Online video production will account for more than one-third of all online advertising spending within the next five years. 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner) 92 percent of mobile video viewers share videos with others. (Invodo) More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube). 36% of online consumers trust video ads. (source: Nielsen Wire) 76% of marketers plan to increase their use of YouTube and video marketing, making it the top area marketers will invest in for % of the top 20% of B2B marketers in generating leads through social media integrate online video with social media; compared to the industry average of 32%. (source: Aberdeen) Digital video advertising spend will reach $5.4B by (source: Break Media)

4 49% of U.S. marketers plan to boost video ad spending in 2012, and 65% have larger mobile ad budgets. Combining video with full page ads boosts engagement by 22%. (source: Rhythm Insights) 22% of U.S. small businesses plan to post a video to YouTube in the next 12 months to promote their businesses. (source: BIA/Kelsey) Video was the fastest growing form of ad format in (source: Insivia) 65% of executives visit the marketer s website after viewing a video. (source: Insivia) According to Online Publishers Association, 80% of users recall a video ad they viewed in the past 30 days. According to Tremor Video, 75% of online video viewers have interacted with an online video ad this month. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (source: Insivia) I think that s enough evidence to prove that video marketing is very important. It s important that you get on board now...because if your competitors haven t already, they will very soon. Now let s go through the 4 steps of using video marketing to get new clients... Step 1: Create a Video The first thing you need to do is create an engaging video. Depending on your type of business, budget, time, and preferences...you have a few options. There are 2 main decisions you need to before starting your video: Option 1) Animated Video vs. Live Video:

5 The first decision you need to make when creating a video is whether you want an animated video or a live action video. Below are some positives and negatives of each... Positives of an Animated Video: No need to hire any actors Can get started right away Much more flexibility Much easier to make changes (even when video is already completed) Can communicate anything (with various visuals, graphics, etc.) Can be used for any type of business Can match video colors to your brand colors More fun and engaging Matching up a visual image with the audio message of the narrator doubles-up the brain power of the viewer to understand and remember your message (research shows that people remember 58% more of what they see/hear in a video versus text or audio alone) Has a longer shelf life Negatives of an Animated Video: Can take longer to complete than live action Not so good for connecting with your audience and building rapport Positives of a Live Action Video: Great for tangible products (although you can use an image or video clip of a tangible product in an animated video as well) Great for connecting with your audience Can be shot and edited quickly

6 Negatives of a Live Action Video: Not good for every business type Can t communicate abstract, complex, or conceptual ideas Can be boring and un-engaging (especially if the script or acting isn t good) Will cost money and time to make changes Lots of pre-production needed Need camera and equipment Need to manage talent Revisions require time and money Very limited Option 2) Hire an Agency vs. Doing It Yourself: You can do both animated videos and live videos yourself or hire a professional agency. Again, both approaches have their positive and negative sides. A) Doing an Animated Video Yourself: If you have a lot of time, patience, and some skill, there are do-it-yourself platforms available that allow you to create your own animated video. But you should only consider this option if you have a lot of time to spare. Even though these do-it-yourself platforms make it much easier, you still have to invest lots of time to create a video. This may seem like a more affordable option, but if you factor in how much time it will take, and how much your time is worth, you may end up spending much more than you thought. Not to mention the fact that you probably won t end up with a video that you ll be 100% happy with. Your video is going to be a very important marketing tool, and you really don t want to go cheap on it. You ll be using it for a lot of different marketing tactics, and it s going to last you a long time.

7 The better video you create, the better job it will do in attracting new prospects to your website and converting them into leads, free trials, etc. But if you decide to go this route, the 2 best do-it-yourself platforms are: GoAnimate Powtoons B) Hiring an Agency to Create Your Animated Video: If you ve decided you want an animated video over a live action video and don t have time or patience to create your own, an agency is going to be your best option. Most animated video agencies will do everything for you from start to finish (script, storyboard, illustrations, animation, voice-over, music, and sound effects). This can obviously free up much of your time, but it can be reflected in the total money you spend. How do you decide which agency to hire? A big factor in which company to work with is your budget (or how much you re willing to invest in a video). From the thousands of chat requests we ve received on Promoshin.com, I would say 95% of them start out by asking how much we charge for an animated explainer video. The reason for this is because prices for animated explainer videos vary significantly across agencies. Believe it or not, you can get a video created for as low as $500 (outsourcing to an independent overseas freelancer who will be a communication nightmare, with subpar work quality), all the way up to $35,000 (great videos, but I m sure you d rather get a new car for this much money).

8 But as with any industry, companies have different prices that appeal to different target audiences, and price/position their services accordingly. At Promoshin.com, our target audience consists of bootstrapped entrepreneurs who want a high-quality video like the companies who charge $35k, but at a WAY more affordable price! Of course, price isn t the only thing you should be worried about when choosing an agency. Some other factors to consider: Animation quality (view each companies video portfolio) Past client testimonials and references Time frame of completing video Is there a money-back satisfaction guarantee? Number of revisions allowed Any animation style? Number of scripts to choose from Do they do voiceovers in any accent or language? Communication with the agency How many videos have they created? C) Doing a Live Action Video Yourself: If you re doing the live video yourself, you can just turn a camera on and start recording. It probably won t be anywhere as effective as hiring an agency to do it, but it s a start. You can get pretty creative on what you can do and say on camera. This will depend on your acting skills, comfort level, your product or service, where you re recording, if other people will be in the video with you, etc. Just make sure to keep it short and engaging, preferably no more than 2 minutes long. If it s boring and uncaptivating, people won t watch it...and it can do more harm than good.

9 So make sure you have some acting ability or at least a charming personality before considering this option. D) Hiring an Agency to Create Your Live Action Video: Let s say you ve decided that an animated video isn t right for your business and you know a video you do yourself won t turn out to be good. You want something that will be effective in getting your message across, then hiring a professional live video recording agency is your best option. You ll obviously need to hire a local agency that can come record at your place, so be prepared for that expense as well. How do you decide which agency to hire? Unfortunately, live action video isn t my area of expertise, but I would recommend doing the usual: looking through each company s portfolio and checking their testimonials and references from past clients. Also, make sure to find out who will be writing the script. It will be the foundation of your video. Step 2: Create Video Landing Page Once you ve created your video, you ll now need to create a dedicated landing page to showcase it in order to generate leads, free trials, or whatever the next step of your sales cycle is. This landing page should be different from your website s homepage. Your homepage has too many things going on, and too many different actions to take. A dedicated video landing page should only focus your prospects on taking one specific action.

10 Bringing prospects to a dedicated page with one action to take will result in more conversions than bringing them to your homepage. For more info on why landing pages work better, read the Unbounce blog at: What s the best way to create a video landing page? Just like everything else, you can either create it yourself, or hire a web designer to do it for you. A) Creating Your Own Video Landing Page Creating your own video landing page is a lot less time consuming than creating your own video, but it definitely still takes a lot of time. Of all the different options available for creating a landing page, I think OptimizePress is the best (and what I use). It s simply a Wordpress theme that makes it super easy to create a video landing page fast. There are many other options available such as: LeadPages Unbounce The most important elements you need to have on your page are: Logo on the top left Phone number on the top right Headline at the top (very important) Video on the top left (below headline) Call to action and opt-in form on the top right Main benefits/features below video and opt-in form Testimonials, trust icons, and credibility indicators below all of this

11 If the first action you want prospects to take isn t to fill out a form (but rather to sign up or buy right away), you should really reconsider your sales cycle. Most people are not going to sign up or buy on their first visit to your website. But if you get them on your list, you ll have much higher chances of turning them into a client over time (with your follow-up campaign). B) Hiring a Web Designer to Create Your Video Landing Page If you decide to have a web designer create your video landing page, just make sure all the required elements are there. How to increase your video landing page conversions? After you launch your video landing page and your marketing campaigns have been active for a while and you are getting a good sense of what your conversion rate is, the next step is to improve your conversion rate. To increase your conversion rate, you need to use a split testing software that allows you to show different versions of your video landing page to your visitors. The 2 companies I recommend using are: Optimizely VisualWebsiteOptimizer The idea is to test 2 (or more) different pages to see which one converts at a higher rate. You can test 2 different headlines, 2 different videos, or just 2 completely different pages with each and every element different. Can t I just use my website instead of a video landing page?

12 You certainly could, but you probably won t get as high of a conversion rate of visitors turning into leads. A page that focuses on motivating visitors to take action on one thing with no other options to choose from will definitely convert better. If you don t believe it, use one of the A/B split testing tools I mentioned above to find out for yourself! Step 3: Getting Prospects to Your Website Using Video Once you ve created your video and have strategically positioned it on a video landing page that s designed to convert visitors into leads, now it s time to bring targeted prospects to your website. There s plenty of ways to bring people to your website, but this guide is primarily to focus on using your video as an ad to attract prospects to your website using YouTube. You can do both video SEO and pay per view advertising. SEO is very limited, while paid advertising has lots of opportunity if done right. A) Video SEO Video SEO will help you increase your natural rankings on both YouTube and Google searches. Google gives lots of credit to video because it s more difficult to create, it s information dense, and not as many people are making it. Research from Forrester showed that it s 50 times easier for your website to show up on the 1st page of Google when you have a video on it.

13 Here are some video SEO tips: 1 - Sitemap: An important step you need to take is to create a video sitemap on your website so that Google can easily index video. Just search for video sitemap on Google and the first result should be a tutorial from Google on how to set this up. 2 - Title: Make sure to write a captivating title that includes your main keyword. Do some keyword research to find the best keywords. 3 - Tags: Based on your keyword research, tag your video with your top keywords. 4 - Description: Write a good description of your video using your most relevant keywords. 5 - Transcript: You can upload your video script as a transcript. Google will index this, so if you mention your main keyword in your script, it will help. 6 - Likes, Comments, & Shares: The more likes, comments, and shares your video gets, the more people will see it, and the more Google will rank it higher because it is considered as quality content. B) Pay Per View Video Advertising YouTube advertising is great because you only pay when someone actually watches your video ad (rather than skipping it). Not only that, but you can get very specific on who you want to target, and you have access to all sorts of eye-opening performance stats to see what s working. Some ways you can target who sees your video ad on YouTube: Demographics: Age and gender.

14 Topics: YouTube video or Google Display Network content targeted by category or sub-category. Interests: Pick from available categories to target users interested in these topics, even when they may be visiting pages about other topics. Placements: Add unique websites or placements within those websites. For example, you can target an entire high traffic blog or the homepage of a popular news site. Placements include: o Channels (YouTube Partner Channels) o Videos (YouTube Videos) o Sites (Google Display Network - includes YouTube.com as a publisher site) Remarketing lists: Reach viewers based on their past interactions with your videos or YouTube channel. If you've linked your YouTube account to your AdWords account already, we'll create custom ones for you automatically. Learn more about remarketing lists for YouTube. Content keywords (Display Network): These work just like contextual targeting on the greater Google Display Network, but apply only to videos on the entire network (which includes YouTube videos). Search keywords (YouTube Search): These work just like search keywords for a non-video ad campaign, but apply only to searches on YouTube. When setting up your campaign, make sure to add an ad overlay to your video which will add a little ad to your video that links people to your website. Additionally, you can run a report on how many clicks you got from this ad, test different ads, etc. C) Video Remarketing I mentioned video remarketing as one of the ways you can target the type of people that will see your video, but it s so important that it also deserves it s own little section here as well. You may have heard of or already do regular remarketing (where your banner ads show up on various websites). Video remarketing is similar...but instead, people will see your video ad when they go to YouTube after going to your website.

15 There s simply nothing better you can do than show your video ad to someone who has already been on your website before. As you know, most people will come to your website and leave without taking any action. But this in no way means they re not interested. That s why remarketing campaigns are so effective at bringing prospects back and converting them into a lead. Video remarketing is not only effective in bringing prospects back to your website, but it also builds your brand and credibility while also making you look like a big business. D) Facebook Remarketing Facebook remarketing doesn t use video ads, but it s a great way to bring prospects who didn t convert back to your website. Almost everyone uses Facebook multiple times a day, so there s a good chance they ll start seeing your ads on there after they ve gone to your website. Not only can you remark with the small ads on the right hand side of Facebook, but you can also remarket to prospects with a sponsored ad that shows up on their news feed! Since Facebook doesn t directly offer remarketing, the best company to use for this is AdRoll. E) Social Media Social Media is a great medium for sharing your video and driving prospects to your video landing page. It s also one of the most effective ways to potentially have your video go viral. Since you obviously can t directly share your video over and over again, just end all your posts with something like this: Watch our video:

16 F) Other While I wanted to focus this guide on using your video to drive people to your video landing page, there s obviously other ways to get them there.. One of the most important ways is through search marketing - both SEO and PPC. Display advertising on websites, Facebook Ads, and LinkedIn Ads are also some other great sources of traffic you should consider. 4) Follow Up & Marketing Automation If you ve setup steps 1-3, you re now ready to start getting leads from your video landing page. And if you ve signed up for the paid advertising methods I discussed above, you should start getting leads right away. But if you just plan to do the SEO and social media stuff, it can take longer to see results. Once you do start getting leads, it s VERY important to have a strategic follow up campaign in place for converting leads into sales. This crucial step of the process is skipped over by the majority of businesses, which is actually where the most opportunity lies. Most businesses will just send 1-2 s and/or 1-2 phone calls when they get a new lead, and then consider the lead to be worthless. You need to realize that not everyone is ready to get started right away. Everyone will be at a different part of their buying cycle.

17 That s why you need to have well thought-out follow-up campaigns that use marketing automation software and techniques. How you setup your follow-up campaigns depends on your type of business, average sales cycles, your target audience, etc. It can be as simple, or as complex as you want it to be. Depending on the software you use for your marketing automation, there are all sorts of ways you can follow up with a lead: Postcard Pre-recorded voice message Text message You can even automate the task of having a live rep call your leads at a specific point in the follow up campaign. Some of the software options have a wide variety of features you can take advantage of. For example, you can setup unlimited IF and THEN rules where you teach your system to take a specific action once some other action is taken. Example rule: If the contact clicks on the 3rd link in X , send them Y ....or: If the contact visits my website 3 times or more, send an automatic to Representative X to call him. The sky is the limit on the incredible things you can do in terms of automating and scaling your follow-up and marketing. Which marketing automation software should you use? The 2 best, in my opinion, are:

18 Ontraport, formerly OfficeAutoPilot (what I use) InfusionSoft Here s a quick guide that talks more about marketing automation: And that s the 4-part system on how to go from using video to attract prospects, generate leads, and get new clients! WHAT S THE NEXT STEP? If you have questions about anything in this guide, feel free to reach out: If you want to schedule a phone call to discuss your video project, please go here: If you re ready to get started on your animated explainer video, go here to fill out a questionnaire: Go here to see our video portfolio: Go here to see our production process: Go here to see testimonials from past clients: Go here to see why you should choose us: Go here to view our pricing plans:

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