Yes, You Can Do Video And You Should

Transcription

1 Yes, You Can Do Video And You Should Alan Gross President, GSM Marketing Alan Gross President, GSM Marketing Alan Gross is president of GSM Marketing, a marketing partner to TPAs, recordkeepers, and other service providers in the retirement space since GSM helps clients establish stronger brand identity, tell better stories and answer Why Us on everything from their websites to expert content delivered through video, whitepapers, webinars, and events. Prior to starting GSM, Alan worked for 16 years with SunGard s Relius and Omni solutions for recordkeeping, administration, and government reporting. He led software training groups and later, marketing teams for these leading brands. Before joining SunGard, Alan held licenses as a securities and options principal for a stock brokerage firm. More at 1

2 Interesting Facts Where both text and video are available on the same web page, 69% of users prefer to watch video to learn about a product or service. Source: (Wyzowl, 2016.) Interesting Facts People retain 80% of what they see and only 20% of what they read Source: (Fast Company) 2

3 Interesting Facts Website visitors spend 100% more time on pages with videos on them Source: (EyeQ ) Interesting Facts By 2017, video content will represent 74% of all internet traffic. Source: ( 3

4 Interesting Facts Using the word video in an subject line boosts open rates by 19% and clickthrough rates by 65%. Source: (Hubspot) 4 Reasons Why 1. Share your knowledge 2. Present YOU 3. Build trust and boost engagement 4. Improve your website's SEO 5. Video on social media is a must 4

5 4 Excuses Why Not 1. It s expensive! 2. It s difficult to do well 3. It s daunting to get on camera 4. It s hard to write good scripts 1. Expensive? Video can be expensive, but it doesn t have to be an IMAX production But it does have to be good And good is relative to the purpose and audience! 5

6 2. Difficult? Equipment matters Environment matters Message matters (most) 3. On camera? Me? There s great value in just being you A great director can help a lot! A good actor can be a solid choice 6

7 Options Explain and Engage Sue Perry, TPA and Principal at Fiduciary Outsourcing 7

8 Pros on Screen Professional actress, GSM Advisor Connect Series A Good Script Don t wing it! Pros use scripts. A script is not an article. Be conversational. Hence Furthermore Subsequently In conclusion 8

9 Who s the audience? Industry partners Plan Sponsors? Plan Participant? Use What You ve Got Create new scripts based on topics you cover in blogs, newsletters, s Client Stories / Case studies Education and industry updates 9

10 Be Relevant Engage your contacts on topics that matter to their success. 30 Seconds or 30 Minutes? Shorter is always better. Wistia looked at 564,710 videos and more than 1.3 billion plays. Source: 10

11 30 Sec. or 30 Minutes? Shorter is always better. Wistia looked at 564,710 videos and more than 1.3 billion plays. Source: Educate Brian Furgala, ERISA attorney, Gray Robinson 11

12 Explain and Engage Sue Perry, TPA and Principal at Fiduciary Outsourcing Pros on Screen Professional actress, GSM Advisor Connect Series

13 Connect video to your website Webcam to Full Studio Studio Office Desk iphone Website / public Yes Yes Marketing: Clients & Partners Information: Clients & Partners Social Events Yes Yes Yes Yes Maybe 13

14 Just Don t Yes, Quality Matters 14

15 Rationalizing Your Budget Start with your campaign in mind Audience, Frequency, Call to Action Concepting & Scripting Shooting & Editing Production & Publishing Hosting Promoting & Sharing Where to Publish LinkedIn Your website Twitter Facebook YouTube 15

16 Why Hosting Matters Your website can t handle the demand Why Hosting Matters YouTube handles millions of simultaneous requests and it s free, but A professional streaming platform provides control over user experience and assures quality performance 16

17 Next Steps Start with one idea one campaign Who would you most want to influence? How will it help your business? Decide on doing it in-house or with professional help Make it happen! Have questions? Don t hesitate to reach me. alan.gross@gsm.marketing

18 Thanks for spending this time together 18