Video is a great content marketing tool for businesses of all sizes

1. Using Video For Business
Presented with the help of Greg Marsh, SLM Multimedia

2. WHY VIDEO?
First, let’s take a step back and look at the big
picture

3. OUTBOUND MARKETING…

4. … IS BROKEN

5. IT HAS BEEN REPLACED BY
INBOUND MARKETING
SEO &
PPC
Public
Relations
Blogging
Opt-In
Email
Lists
Earned
Social
Media
Video
Content

6. INBOUND MARKETING
• Earning attention organically
• Responsible for 90%+ of clicks on
the web
• Lower average cost to acquire a new
customer
• Powered by creativity, talent and
effort
• Generates momentum, making
future efforts easier
Rand Fiskin, Moz CEO

7. WHY VIDEO?

8. WHY VIDEO?

9. WHY VIDEO?
• Roughly 8.5 in every 10 online users can
be reach through online video marketing
• And growing each year
• 84.5% of US Internet users watched
online videos in May 2012 (Source:
comScore Video Metrix)

10. VIDEO CARRIES
ENGAGING CONTENT
• Value added content
• How To & Tutorials
• Behind the Scenes
• Inside Magna Carta Holy Grail with
Jay-Z – Behind the scenes look at
making a new album – 8.5M views in
3 days
• Thought Leadership
• Quick Tips
• Interviews
• Keeps customers coming back for more

11. VIDEO IS EASY TO
DIGEST
• Easier for most people to retain
information from a video rather
than reading it online
• More compelling than a webpage
• Viewers see personality and passion
• 46% of people say that seeing a
product of service mentioned in an
online video would encourage them
to seek out more information
Brainshark

12. VIDEO GOES
EVERYWHERE
• Videos are embeddable and
modular
• The ability to embed videos gives
extra shelf life to the content
• Great for SEO!
• Those Google crawlers love new
content
• Pro Tip: Include transcript
whenever possible

13. VIDEO IS SHARABLE
• A shared video can spread like
wildfire
• Viral videos give brands millions of
impressions
• K-Mart – ‘Ship My Pants’ – 18M
views in 2 months; extensive media
coverage and social media buzz
• Maximize reach through social
media

14. VIDEO COMPLIMENTS
EMAIL
• Videos boosts email marketing
• Marketers using video in email were
generating 40% higher monthly
revenue than those who did not
• Less tangible benefits include
increased click-through-rates,
increased time spent reading the
email, increased sharing and
forwarding of the email message
Relevancy Group Survey, 6/19/2013

15. CHARITY:WATER’S VIDEO
EMAIL CAMPAIGN
• Needed to raise $1.7M for efforts in
Rwanda
• Problem: Wanted to increase the
amount of emails but did not want
burn their supporters out
• What to do?

16. CHARITY:WATER’S VIDEO
EMAIL CAMPAIGN
• Solution: Use video to inspire and
educate instead of just asking for
donations
• They had to tell a story!
• Simple CTA: Watch the Video
• After watching the video, viewers were
given the option to click over to a
landing page, filled with stories
• “This is who your money helps”

17. CHARITY:WATER’S VIDEO
EMAIL CAMPAIGN
• Results:
• 21% increase in open rates
• People wanted to learn about the
situation
• 50-58% increase in fundraisers who
took part in raising donations
• Emotional connection was established
via videos
• Overall: Raised $2M
• $300k over their goal

18. encourage conversation
AdashmoreCreative.com
info@AdashmoreCreative.com
410-667-1723