How Does the Use of Video Impact Your Strategy?

Video Content, So whether you're trying to attract customers, engage them, nurture them, finally delight them and keep them coming back, we really try to think of a more holistic approach to creating video content rather than just making them pretty. Depending on the reason that you're making videos, CTAs are very important. So if we're running an advertising campaign with an ad agency, typically we will think about where that text graphic needs to live so that the agency can then put an annotation on it and drive traffic to whatever landing page. When creating a video marketing strategy, you have to think about the goal of the video. So whether we're trying to drive traffic to a landing page, we might use a short clip ad for Facebook, Instagram, Pinterest, Amazon is actually running ads now. Once they land on that landing page, we typically like to have a little bit more information about the product. So maybe it is a 30 or 60 second video that lives on that landing page that goes into more detail and actually helps sell that product. When we started LemonLight Media, the only place that video really lived was YouTube. So we were creating only YouTube pre-roll commercials. Even back then, which was five years ago, YouTube's product offering was pretty small. There were only a couple different types of videos that you could create. So we really only created pre-roll commercials. Now, Amazon has video ads, Facebook, Instagram, Snapchat, Pinterest, LinkedIn, all has native video and their own video advertising platforms. So you can't afford not to be creating video. At LemonLight, we do create a lot of videos for webinars nowadays. It is also really important to use video to sell your webinar, to drive signups. So actually with any of the webinars that we do. We've done a handful with Google and Google AdWords. with GoDaddy, Kissmetrics, Indiegogo, Influence & Co., Wirewax, and we actually have an upcoming webinar with HubSpot after Inbound, which we created a video for to help drive sign-ups. If they do sign up, they are put into an email drip campaign where we are then using video examples, video testimonials that help back it up if they don't sign up right away. Then we also use thank you videos once our clients sign up. And then we just release a lot of other video content on social media to help nurture and keep those people coming back. So at LemonLight, we haven't really started doing the kind of personalized salesperson videos just yet. We haven't seen a lot of data yet how those are performing. I have seen that with some specific softwares that allow you to create personalized signature videos. What we have found working really well for us, on the other hand, is creating a specific industry video that we'll send in an email or testimonials. So let's say you're in the education space. You run marketing for a university. We'll create a video testimonial of a university that we've worked with that talks about how great we are. So we found that instead of just talking about how great we are, have other clients talk about how great we are. At LemonLight, you can actually check out our resources page. We're very active in blogging. We create, I believe, five articles a week. And most of those articles were including video content. So whether that's video that we created that maybe gives you a quick top five things that are covered in this blog, let's say it's a 20-minute read, those have been very helpful to get people interested in if they want to read this article, especially when we're putting out that much content. But aside from that, we definitely try to use, as much video within that blog. So if I'm talking about, I don't know, a campaign for Pampers or Huggies, and we would show commercials, show examples of the video that they're creating that were successful, so that you can really help absorb what we're saying in the article. So there's a lot of popular buzzwords, keywords, and video that everyone's trying to jump on, like live, right? There's Facebook Live. There's LinkedIn Live. There's YouTube. There's YouTube Live. There's Twitter Periscope. Pretty much every platform has live video. That's great. I'm totally on board with that. I watch live video. Our customers watch live video. I think that is going to continue to grow. We're going to continue to see more and more people watch live content. We're going to see the quality get better. We're going to see more competition within the space to get better and better quality when it comes to live video, because at the end of the day, it's all about light and sound. And if we don't improve those, people aren't going to like it. What I'm very excited about is I'm very excited about connected TV and OTT. So, um, you know, Roku, Amazon Prime, uh, Hulu, all of these, um, all of these, uh, platforms that are allowing, allowing you to now, um, watch, watch, uh, video content on your television, uh, that is digital. So it allows them to now target digitally. I know who you are, but I can tell you a story like traditional television, right? So I have you sitting back watching. And I can, uh, tell a more, uh, a longer form story than these short snippets that you see on Facebook and Instagram. Uh, so connected TV and OTT is very exciting to me. Um, I'm not sold on a three 60 and a VR yet. Um, that's not, not something that I've seen, uh, uh, a lot of requests for, and I definitely not, um, I haven't seen that, uh, be adopted very much. Um, I'm not saying that it won't be, I just don't know if that's going to be in the next couple of years. Another thing that I'm really excited about is, is not so much a new video, but the adoption of video we've, we've seen in the last couple of years, like I said, five years ago, we only had YouTube and now Facebook, LinkedIn, Twitter, Pinterest, Amazon, everyone's added video. Um, I'm more excited about how every platform is adopting video. Now brands can advertise their video anywhere.