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Show and Tell Video Marketing

Melissa Ward, Social Media Consultant, Speaker, Trainer, Managing Partner of NewWard Development, website and Internet marketing firm located in New York is speaking about how to use video in your online marketing strategy.



Video is one of the most powerful conversion drivers. It gives us the opportunity to connect with people on such a personal level to be able to generate interest and get results from it. It is also huge in search as Google loves anything that goes to YouTube.


Case Study: Video for selling soap from goat milk 

I have a client who makes soap from goat milk. In order to drive interest to her product we show tons of videos of her baby goats. Everybody love them, they generate interest and create conversation and ‘Oh! By the way, she happens to sell soap.’


baby goats to sell soap




  • Video appears in 70% of the top 100 search listings

When we are looking, how to do something, 9 times out of 10 video shows up. So, you can use videos to teach people ‘how to’ and it will generate interest and drive people to your web site.

  • People prefer watching to reading

Video is hitting different sorts of senses: eyes, ears, people see your emotions; they get a better understanding of who you are and what you are about.

  • People share videos

That’s true. Smart videos quickly get viral.

  • 90%  of online shoppers find video helpful in buying decisions

You can influence the buyers’ mind by product demonstrations and videos showing how something could be used through application.

  • Clickable hot spots

When you upload a video on YouTube you can create a little annotation and the link directly to the video will go to any page you want to send people to.

  • Analytics

You can track what’s working and what’s not. YouTube Analytics panel includes: Traffic Sources, Demographics, Playback locations, Retention

  • Advertise with Adwords

If you use AdWords, you can use video to increase your traffic that way.

  • Live Feeds

Now with Periscope and other applications you can do live feeds: you can make interviews, show your ‘behind the scenes’, what happens when you make your product, you can take people through your creation process and generate more income.


Case Study: Video for selling natural foods 

We work with natural food sellers and in our videos we show them in the garden, cooking in the kitchen, offering tips. We also ask their users to submit questions on how could we eat healthier, responses are made on video, videos are uploaded to Youtube, we make blog posts and a lot of content around it. Finally, we have tons of user-generated content, that we can leverage to increase traffic, awareness and finally sales.


natural foods




  • Introduction
  • Demos
  • Testimonials
  • How To’s
  • Squeeze page intros


When marketers included a marketing or explainer video in an email,

 the click-through rate increased by 200% to 300%”


types of video




Google Hangouts

  • Public or private
  • Group messaging/chats
  • Interviews
  • Chat
  • Leverage Google + communities

Periscope is a new thing created by Twitter





  • Stream is available for 24 hours after it ends
  • Can save video to camera roll
  • Great for product demos
  • Travel niche
  • Fitness niche
  • Q & A’s
  • Behind the Scenes




PicPlayPost – post short videos to Facebook & Instagram





This is one of the new apps on the market. It allows making short videos, creating a montage of it, and uploading it to Facebook or Instagram. It is also self-hosted.




You create a video and based on that you create blog posts to share it in as many social media as you can. You are driving traffic to your web site. You need to track the statistics on where traffic is coming from.


  • Upload video on YouTube
  • Create blog post based on video
  • Facebook post based on blog
  • Tweets based on blog
  • LinkedIn post based on blog
  • Pinterest image stills based on blog
  • Google+ mini-blog post based on blog, and whatever other social networks you use.
  • Best Stats




behind the scene




There are always a lot of questions when it comes to insurance. If you sell a particular type of insurance or you sell it to a particular type of clients – motorcycle riders, for example. Then instead of sharing some boring stuff about types of insurance, you’d better do some motorcycle rides and speak to people, who are motorcycling as well. There are two points here: you can answer questions of your clients plus you can track their lifestyle and then to drive their attention to your insurance.



How about if you take one word every day and give it in different languages? Or you can provide little language tips for travelers.



It’s a totally visual experience. You can ask your clients to send you some pieces of video from their trips and you could upload them to Youtube, Instagram, create blog posts and so on. This is the way your customers create the content for you.





One of my favorite things for design studios is behind scene stuff. How do people in your office work together? How do they interact with the client? What questions do they ask? Take them through the process for them to understand how your particular company works. We all show portfolios and graphics, but this behind scene stuff is very valuable, as it gives understanding of who you are. That’s all about transparency.



A lot of car companies are now doing 360” experience. You should make videos about product usage experience. You also need to speak as the expert to be able to show this product. Video is the great way to connect with people and the best way to do this is to have a conversation with your camera as if you are just talking to one person not 1000 people. Whether your goal is to build up your e-mail list or increase sales, video helps significantly with.


Irina Titova