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Phil Nottingham - Segment and Personalise - A video strategy blueprint for 2014
 

Phil Nottingham - Segment and Personalise - A video strategy blueprint for 2014

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Don't miss the next year of Marketing Festival Brno - http://www.marketingfestival.cz

Don't miss the next year of Marketing Festival Brno - http://www.marketingfestival.cz

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    Phil Nottingham - Segment and Personalise - A video strategy blueprint for 2014 Phil Nottingham - Segment and Personalise - A video strategy blueprint for 2014 Presentation Transcript

    • Common Approach to Video Marketing Decide you want to Have idea create a for a Video video Pay for “optimise” loads of video advertising and seeing Phil Nottingham Pay a creative agency to make it Upload video to YouTube Pay for some seeding/ advertising ???? @philnottingham
    • 90% Of People Use Sequential Screens To Complete A Task
    • RO-PO Effect
    • PHIL NOTTINGHAM • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
    • Form Must Follow Function Phil Nottingham @philnottingham
    • Phil Nottingham @philnottingham
    • Know your customer conversion funnel http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowing-your-customer-conversion-funnel/ @philnottingham
    • Internal Site Search Phil Nottingham @philnottingham
    • Keyword Research Phil Nottingham @philnottingham
    • Competitor Analysis Phil Nottingham @philnottingham
    • Analysis in Different Verticals Phil Nottingham @philnottingham
    • Why do video?
    • Three main goals for content in Online Marketing http://moz.com/blog/building-a-video-seostrategy @philnottingham
    • Three main goals for Video http://moz.com/blog/building-a-video-seostrategy @philnottingham
    • There are massive rewards for doing it well Phil Nottingham @philnottingham
    • Dimension Widening
    • Visitors Aren’t Binary
    • Investing Is Hard?
    • There’s Only Two Rules To Making Money
    • “Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
    • Rule No.1: – Keep The Relationship Alive. Rule No.2: Never Forget Rule No.1. Craig Bradford Craig Bradford @CraigBradford
    • Common objections to investing in video marketing
    • Our clients can’t afford to do video A lot of agencies Phil Nottingham @philnottingham
    • This is partially true Average consulting budgets are ~ $2000 per month http://www.seomoz.org/seo-industrysurvey#spending-and-budgets @philnottingham
    • But short sighted Pitch for a fraction of these budgets http://www.unrulymedia.com/article/10-04-2013/videoadvertising-market-increases-46-2012-digital-spendsmashes-£5billion-mark-f @philnottingham
    • Paid Phil Nottingham Organic @philnottingham
    • How do I set up for filming?
    • Focus lighting to eliminate shadow and get a balanced colour on the subject
    • Greaseproof Paper FTW!
    • No chequered shirts or stripes
    • How do I get my raw footage looking good?
    • Good Sound is more important than good picture
    • Get the microphone as close as possible to the persons face
    • Best Software for Screencasting PC Mac
    • Supplement your footage with stock content as required
    • Quick Mobile screen mock-ups http://placeit.breezi.com/
    • Get a designer to build your animation assets
    • $500 Camcorder $50 Tripod $100 lapel microphone set $500 lighting rig ! Total: $1150 Phil Nottingham @philnottingham
    • Yeah... but Phil…we don’t have the skills to produce video… Several people in the audience Phil Nottingham @philnottingham
    • The people who do are cheap ! • • • • • • http://www.mandy.com http://www.shootingpeople.org http://searchlight.com http://skillset.org http://www.productionhub.com http://www.filmandtvpro.com/us/ Phil Nottingham @philnottingham
    • There’s tons of resources online to help you learn ! • • • • • • • http://www.creativecow.net http://philipbloom.net/ http://www.lynda.com http://ae.tutsplus.com http://www.videocopilot.net http://www.izzyvideo.com http://finalcutking.com Phil Nottingham @philnottingham
    • Here’s how to do it
    • Form Must Follow Function Phil Nottingham @philnottingham
    • Strategic Approach: Goal Driven We need
 to improve “X” Phil Nottingham What’s 
 the best way to do that? Video? Define technical
 & creative strategy @philnottingham
    • Only use video when the message would be lost by any other medium
    • Think Of Your Channels Like A Football Team
    • Don’t Build A Team Of Attackers
    • Why do video?
    • Get More Traffic to your site
    • Get videos ranking with a rich snippet
    • How? @philnottingham
    • Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    • How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
    • Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
    • Create transcriptions and put them in the HTML ! • Valuable for users ! • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
    • Best paid transcription service Phil Nottingham @philnottingham
    • Facebook Open Graph
    • Twitter Cards
    • Three main goals for Video http://moz.com/blog/building-a-video-seostrategy @philnottingham
    • Goal 1
    • Videos to help sell a specific product or service @philnottingham
    • A user who watches an Appliances Online video… @philnottingham
    • Is TWICE as likely to convert @philnottingham
    • Spends 9.1% more money @philnottingham
    • Videos FOR Pages
    • • Soft Sell • Hard Facts • Empathy @philnottingham
    • Include transcriptions in the HTML ! • Valuable for users ! • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
    • Best paid transcription service Phil Nottingham @philnottingham
    • Ensure you get Rich Snippets http://www.kurtzandblum.com @philnottingham
    • How? @philnottingham
    • Use a secure, paid hosting solution @philnottingham
    • The best platform …by some distance http://wistia.com/pricing @philnottingham
    • Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
    • Don’t use YouTube for “conversion”
    • Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
    • I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
    • I’ve done some research
    • 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
    • 904,053,617 Views Phil Nottingham @philnottingham
    • Av. CTR = 0.72% Phil Nottingham @philnottingham
    • ! ! ! ! ! CTR from YouTube = 4.37% http://www.youtube.com/rei @philnottingham
    • YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
    • Up to 99% of potential traffic lost Phil Nottingham @philnottingham
    • Steals your traffic Doesn’t give much of it back Phil Nottingham @philnottingham
    • Don’t use YouTube for “conversion” videos! Phil Nottingham @philnottingham
    • So What’s YouTube useful for then? Phil Nottingham @philnottingham
    • Goal 2
    • Build a great presence on YouTube
    • Use the YouTube Keyword Tool for Idea Generation https://ads.youtube.com/keyword_tool @philnottingham
    • Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
    • Mark those with low engagement as “unlisted”
    • Ensure ! consistent quality ! to boost overall rankings Phil Nottingham @philnottingham
    • How can I optimise my YouTube videos for success with TrueView advertising
    • 1597 Upvotes http://www.reddit.com/comments/ 1c2fta
    • Ensure you force engagement withinin the first five seconds
    • Ad Spend = Social Proof
    • 77,000 Views Cost - £5000 (Avg. CPV = 6p)
    • Pay for Ads = FREE OVERLAYS!!!
    • Don’t expect said links to drive traffic
    • I’ve done some research….
    • 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
    • 904,053,617 Views Phil Nottingham @philnottingham
    • Av. CTR = 0.72% Phil Nottingham @philnottingham
    • YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
    • Main marketing value from YouTube… ! brand awareness http://moz.com/blog/the-marketing-value-of-youtube
    • Building Some Fucking Links
    • When people embed a YouTube / Vimeo video – they don’t link to your site.
    • How can I prevent this? Phil Nottingham @philnottingham
    • Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
    • Automatically includes a link back to your domain
    • If you don’t want to use Wistia ! I’ve made you a tool…. http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
    • But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
    • • Securely host • Outreach • Put on YouTube afterwards @philnottingham
    • Bait and Switch!
    • Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
    • Outreach with a value proposition Phil Nottingham @philnottingham
    • Agency side? ! Do your clients have successful YouTube videos?
    • A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
    • Purely Informational Content Phil Nottingham @philnottingham
    • REI have nailed this http://www.youtube.com/rei @philnottingham
    • Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
    • Use the YouTube Keyword Tool for idea generation https://ads.youtube.com/keyword_tool @philnottingham
    • Optimise for YouTube • • • • ! http://www.distilled.net/training/video-marketing-guide/ http:///www.distilled.net/blog/social-media/youtube/youtube-seo/ http://moz.com/blog/the-marketing-value-of-youtube Come and speak to me in the bar Phil Nottingham @philnottingham
    • Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
    • Ensure ! consistent quality ! to boost overall rankings Phil Nottingham @philnottingham
    • Goal 3
    • Using video as part of a creative page type
    • 190 linking root domains http://www.simplybusiness.co.uk/microsites/ wordpress-for-small-businesses/ @philnottingham
    • 38 linking root domains (but it’s new) http://www.simplybusiness.co.uk/microsites/ youtube-for-small-business/ @philnottingham
    • Creating a video others will embed
    • This isn’t the same as “viral content” Phil Nottingham @philnottingham
    • What does it look like then? Phil Nottingham @philnottingham
    • It got awesome links http://www.forbes.com/sites/matthewnewton/ 2011/06/30/anatonomy-of-a-computer-virus/ @philnottingham
    • It got awesome links http://www.scientificamerican.com/article.cfm? id=stuxnet-like-viruses-remain-a-top-us-security-risk @philnottingham
    • 682 links from 214 Domains To video on abc.net.au Phil Nottingham @philnottingham
    • 6,608 links from 517 domains To video on vimeo.com Phil Nottingham @philnottingham
    • LRDs 600 450 LRDs 300 517 150 214 0 To own site To vimeo.com
    • How can I prevent this? Phil Nottingham @philnottingham
    • Ensure the video is only visible on your domain Phil Nottingham @philnottingham
    • Use a secure, paid hosting solution Phil Nottingham @philnottingham
    • Customise your embed code to include a link ! <iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9? controlsVisibleOnLoad=true&playerColor=83a529&version=v1&videoHeight=432&vid eoWidth=768&volumeControl=true" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" width="768" height="432"></iframe></br>via <a href="http://www.example.com/productpage">Distilled's client</a> http://dis.tl/video-embed-generator @philnottingham
    • I’ve made you a tool… http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
    • But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
    • Bait and Switch (White hat style)
    • • Securely host • Outreach • Put on YouTube afterwards Phil Nottingham @philnottingham
    • Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
    • Outreach with a value proposition Phil Nottingham @philnottingham
    • Interview your customers Phil Nottingham @philnottingham
    • Interview authorities in your niche http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-some-advice-on-camera/ @philnottingham
    • Interview your friends & competitors Thanks for the link SEOgadget! http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
    • I have absolutely no budget at all for video because I work for a terrible company and I’m desperately miserable. Is there anything I can do? Someone in the audience
    • Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
    • http://dis.tl/youtube-playlists-tool @philnottingham
    • Vine Nbed better vine example? https://vine.co/v/bvP0zgpe9Oa @philnottingham
    • Instagram Video Nbed better image for instagram? http://mashable.com/2013/06/20/instagramvideo-brands/ @philnottingham
    • Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
    • Get yourself one of these bad boys! ! Samson CO1U £60
    • Agency Protip: ! Do your clients have successful YouTube videos?
    • Hosting
    • Where should I host my video? At least five emails that Phil gets per week
    • What are you trying to achieve? Phil Nottingham
    • Hosting Options Self Host http://moz.com/blog/building-a-video-seo-strategy YouTube Self host, then YouTube @philnottingham
    • Content will best support a goal… ! …when it’s created with that goal in mind Phil Nottingham @philnottingham
    • Let business goals drive both the technical 
 & creative
    • You don’t have to reinvent the wheel every time
    • Slight adjustments in targeting will allow you to repurpose
    • Blogging Video
    • Invest in the skills and facilities Simply Business spent ~ $15,000 http://www.simplybusiness.co.uk/ @philnottingham
    • Interview your customers Phil Nottingham @philnottingham
    • Interview authorities in your niche http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-some-advice-on-camera/ @philnottingham
    • Interview your friends & competitors Thanks for the link SEOgadget! http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
    • Building links with no budget at all for video
    • Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
    • http://dis.tl/youtube-playlists-tool @philnottingham
    • “I want rich snippets, links and my video on YouTube. Can I do all the approaches?” Several people in the audience Phil Nottingham @philnottingham
    • Technical Implementation can cannibalise Phil Nottingham @philnottingham
    • Content will best support a goal… ! …when it’s created with that goal in mind Phil Nottingham @philnottingham
    • Three main goals for video http://moz.com/blog/building-a-video-seostrategy @philnottingham
    • But you don’t have to reinvent the wheel every time
    • Hire an editor
    • ~ $300 per day Phil Nottingham @philnottingham
    • Segment your content by goal Recut and re-edit a library of content to get there
    • Your Blueprint Winning Video Strategy
    • Invest in camera, lights and mics
    • 1. http://youtube.com/rei Tutorials & How-to’s @philnottingham
    • 2. Thought leadership “Blogging” video http://www.youtube.com/playlist? list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi @philnottingham
    • 3. Video News Releases – get journalists to notice you http://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases @philnottingham
    • Hire production resource
    • ~ $600 per day Phil Nottingham @philnottingham
    • Build up a library of…. ! • • • • Interviews Product shots Screencasts General Views Phil Nottingham @philnottingham
    • 4. Create Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
    • 5. Recut those videos and get links from customers/ affiliates etc. Phil Nottingham @philnottingham
    • 6. Create videos to augment corporate and people Pages https://www.huddle.com/resources/ collaboration-videos/huddle-behind-the-scenes/ @philnottingham
    • Bigger Budgets?
    • 7. http://www.distilled.net/blog/distilled/a-newspecies-video-infographics/ Link bait @philnottingham
    • 8. Creative Stories http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
    • 9. Advertise your content library and permission assets http://www.youtube.com/watch?v=kVIGuJeS4y4 @philnottingham
    • No Budget at all?
    • 10. https://vine.co/v/bvP0zgpe9Oa Vine @philnottingham
    • 11. Instagram Video http://mashable.com/2013/06/20/instagramvideo-brands/ @philnottingham
    • 12. Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
    • Key Takeaways
    • Always Be Valuable
    • Establish Your Minimum Viable Conversion Craig Bradford @CraigBradford
    • You don’t have to do everything at once, but do it well. Phil Nottingham @philnottingham
    • Pitch to go slower Phil Nottingham @philnottingham
    • Making better pages and better marketing channels Phil Nottingham @philnottingham
    • Use Video when it’s the 
 right form of content 
 for an idea Phil Nottingham @philnottingham
    • Let business goals drive both the technical 
 & creative
    • Think Big @philnottingham
    • Start Small @philnottingham