BEYOND THE WEBSITE: PUTTING VIDEO TO WORK TO DRIVE … · Home Page Lead Message. 6/13/19 5...
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BEYOND THE WEBSITE: PUTTING VIDEO TO WORK TO DRIVE LEADS (aka: Video Marketing) Peter Troast, Founder & CEO Energy Circle Webinar Series June 12, 2019
Transcript of BEYOND THE WEBSITE: PUTTING VIDEO TO WORK TO DRIVE … · Home Page Lead Message. 6/13/19 5...
BEYOND THE WEBSITE: PUTTING VIDEO TO WORK TO DRIVE LEADS(aka: Video Marketing)
Peter Troast, Founder & CEO Energy Circle Webinar Series
June 12, 2019
6/13/19
BEYOND PRODUCTION: WHAT IS VIDEO MARKETING?
VIDEO’S FIT FOR YOUR PARTICULAR CHALLENGE
TOWARD A COMPREHENSIVE VIDEO MARKETING STRATEGY
MODULAR THINKING TO SIMPLIFY PRODUCTION
A REAL WORLD EXAMPLE
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What We’ll Discuss
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Future Topics: Results & Expectations, Creative that Works, Specifics on YouTube, 3rd Party Streaming, Google Display, Facebook
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“Video marketing is a strategic marketing approach that involves creating and sharing video content with the goals of attracting, retaining, and converting a defined audience of viewers.”
Many marketers know they should be using video strategically, but often create video content simply to check off a box.
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Video Marketing vs Production
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Home Page Lead Message
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Everywhere on Your Site
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A Comprehensive Video Marketing Strategy
Website Engagement &
Conversion
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A Comprehensive Video Marketing Strategy
Facebook Audience Building
Facebook Awareness & Lead Gen
YouTube Awareness & Lead Gen
Google My Business Engagement
Website Engagement &
Conversion
Search Engine Optimization
Google Ads Awareness &
Lead Gen
Broadcast Awareness3rd Party
Streaming Ads
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Brand Videos Company Story, Company Culture, Training in Process, Team Members Product/Service Videos How Heat Pumps Work, Battery Storage, Energy Audits Expertise Videos Infrared Thermography, Building Science, Solar Sizing Explainer Videos House as a System, Solar Install Process, Answers to Common Questions, Energy Audit Process Case Study Videos The Jones Project Customer Testimonial Videos Happy Clients Tooting Your Horn
Customized Sales Videos Proposal Walk Through
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Video Types
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Video Serves Multiple Marketing Objectives
Goal Details Example
Lead GenPromotions
Calls to Action Gated Content
Email Collection pre roll
Awareness/Educationof Company
of Service of Problem
Long form storytelling—i.e. whole house
perspective
Audience Building Custom Audience Building Diversifying Demgraphics
Facebook Campaigns
Search Engine Optimization Brand SERP Domination Keyword Rankings
Company search page real estate
Traffic drivers
Preference/Trust Why Your Company?Customer Testimonials
Case Studies
Closing the Sale Explainers Proposal Video
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Video’s Fit in Your Marketing Strategy
Top of Funnel
Bottom of Funnel
Middle of Funnel
Awareness
Preference
Closing the Deal
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Video at Every Stage of the Funnel
Top of Funnel
Bottom of Funnel
Middle of Funnel
Intros & Getting Attention Brand Videos Product/Service Videos
Building Trust Testimonial Videos Case Study Videos Expertise Videos
Sealing the Deal Process Explainer Videos Proposal Videos
Modular Video Thinking
Modular Video Thinking
Modular Video Thinking
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Audience
75,000
Facebook Example: Driving the Funnel
Create Custom Audience
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Is Your House Making You Sick? Video
Audience
75,000
10,271
Facebook Example: Driving the Funnel
Create Custom Audience
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Why Whole House Ventilation? Video
Is Your House Making You Sick? Video
Audience
75,000
10,271
5,762
Facebook Example: Driving the Funnel
Create Custom Audience
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Why You Should Test Your Home
Why Whole House Ventilation? Video
Is Your House Making You Sick? Video
Audience
75,000
10,271
5,762
~2500
Facebook Example: Driving the Funnel
Create Custom Audience
Web Visits & Lead Conversions
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• Embrace Video Marketing at Some Level
• Build a Strategy Around Your Key Objectives Awareness, Audience Building, Conversion
• Be Cautious of Vanity Metrics Impressions
• Simplify Production/Think Modular Capture Footage Know Your Channels
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Next Steps & Recommendations
Future Topics: Results & Expectations, Creative that Works, Specifics on YouTube, 3rd Party Streaming, Google Display, Facebook
