FED GOV CON Webinar Wednesdays 2019 Series JSchaus & Assoc. Washington DC +1–202–365–0598
About Our Webinars: - Every Wednesday; - Complimentary; - Recorded; - YouTube & our Website; - No Questions
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Professional Services for Federal Contractors - GSA Sched; - SBA 8(a); - Proposal Writing; - Pricing; - Contract Administration; - Business Development
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About Our Speaker: Steven M. Vito Boston College BA & MBA Entrepreneurial Government Years of Federal Gov Con Experience: 25 years
Video: A Gov Contractor’s Best Messaging Tool
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Discussion points:
Why use video in your marketing communications. We’re talking stats! Before you do a video Types of video to consider Some quality resources on video Some final thoughts to consider
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Why Use Video? Let’s look at the statistics
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates From 12/15/16: Video is now a marketing necessity‌ to be seen and heard, and to build your recognition and trust factor. Simple text and image do not work anymore. Some interesting stats on the use of video in marketing: Online video now accounts for 50% of all mobile traffic. According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate. On Facebook, video posts have 135% greater organic reach than photo posts.
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Need more convincing?
As reported by Hubspot: - Using videos on landing pages will increase conversions by 86%. (Wordstream, 2018) - Video content is 50 times more likely to drive organic search results than plain text. (Omnicore, 2018) - Including a video in a post increases organic traffic from search results by 157%. (Search Engine People, 2017)
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
In a recent study by Market Connections, YouTube is about tied with Facebook as the most visited social media site by Federal executives.
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Before you do a video: - Define success: What is your objective, ie what are you trying to achieve?
- How will you measure success? Your web traffic? CTR? Average time on your website? Bounce rate? Downloads of your web content? - What is your budget? - What’s story line? Assemble a storyboard. Should be driven by intended audience and what’s important to them. - What is call to action? - How will you be using/distributing your video? - Keep in mind what Shakespeare said about wit. …brevity is key!
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Finding content for a video Video comes in all shapes or sizes. Here are some to consider from SocialMedia Examiner (I’ve added my $.02 to each):
1. Screen recording. This is where you record your screen movements to, say, show how a user would navigate your product. They you can add a narration on top. Comment: cost effective but runs the risk of being boring or confusing. I urge you to have this professionally produced and use animation. There are plenty of sources. 2. Re-use the recording from a live webinar appearance. Here you would get the recording, edit it, and repurpose it on, say, social media. Comment: the key is in editing. Take out the “uh’s” and “um’s”. Shorter is usually better. And remember to include the call to action.
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Finding content for a video, continued 3. Interviews. Self explanatory. Comment: Interviews can be with a wide range of people. Customers. SMEs. Employees. They can be cost-effective. However, I urge the interviewer to do they’re homework; keep their editorializing to a minimum (viewers want to hear from the interviewee), use two cameras if you can, quality editing is important. 4. A series of short tips & tricks. These are about 1 minute or less and address a particular issue facing a specific audience. Comment: quality editing is important. The briefer the video …the more time it takes editing. 5. Use some humor. Show your not-so-serious side. Comment: I’ve never used humor. I’d be cautious since humor is so subjective.
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Good resources on video there are plenty of quality content on video production. Here’s what I look at regularly: - Think With Google - Social Media Today - Social Media Examiner - the social media sites (LinkedIn, YouTube, Vimeo) often have interesting best practices
2019 – Fed Gov Con Webinar Series - Washington DC JSchaus & Associates
Some thoughts to consider: Video is a powerful means of communications and should be in all govcon’s marketing
toolkit. However: - quality matters. Viewers will not cut you any slack. They’ll “bounce” out of your video if it’s not quality. I recommend using a professional. - brevity is important. Carefully storyboard your content before production. - use multiple camera if possible. Viewers need visual variety. - use B-roll. This is the video that often runs in the background as the folks in the video are talking. You see this all the time on newscasts. - repurpose your video. Can you put it on your website (it will improve your SEO)? Social media? You’ll also be leveraging your expense. - set a budget before you do any video production …then add about 10% to 20%
THANK YOU! JSchaus & Assoc. Washington DC hello@JenniferSchaus.com www.JenniferSchaus.com +1–202–365–0598 Speaker: Steven M. Vito Email: svito@entrepreneurialgov.com Phone: 703-615-6787