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

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

  1. 1. 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
  2. 2. 90% Of People Use Sequential Screens To Complete A Task
  3. 3. RO-PO Effect
  4. 4. PHIL NOTTINGHAM • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
  5. 5. Form Must Follow Function Phil Nottingham @philnottingham
  6. 6. Phil Nottingham @philnottingham
  7. 7. Know your customer conversion funnel http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowing-your-customer-conversion-funnel/ @philnottingham
  8. 8. Internal Site Search Phil Nottingham @philnottingham
  9. 9. Keyword Research Phil Nottingham @philnottingham
  10. 10. Competitor Analysis Phil Nottingham @philnottingham
  11. 11. Analysis in Different Verticals Phil Nottingham @philnottingham
  12. 12. Why do video?
  13. 13. Three main goals for content in Online Marketing http://moz.com/blog/building-a-video-seostrategy @philnottingham
  14. 14. Three main goals for Video http://moz.com/blog/building-a-video-seostrategy @philnottingham
  15. 15. There are massive rewards for doing it well Phil Nottingham @philnottingham
  16. 16. Dimension Widening
  17. 17. Visitors Aren’t Binary
  18. 18. Investing Is Hard?
  19. 19. There’s Only Two Rules To Making Money
  20. 20. “Rule No.1: Never Lose Money. Rule No.2: Never Forget Rule No.1.”
  21. 21. Rule No.1: – Keep The Relationship Alive. Rule No.2: Never Forget Rule No.1. Craig Bradford Craig Bradford @CraigBradford
  22. 22. Common objections to investing in video marketing
  23. 23. Our clients can’t afford to do video A lot of agencies Phil Nottingham @philnottingham
  24. 24. This is partially true Average consulting budgets are ~ $2000 per month http://www.seomoz.org/seo-industrysurvey#spending-and-budgets @philnottingham
  25. 25. 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
  26. 26. Paid Phil Nottingham Organic @philnottingham
  27. 27. How do I set up for filming?
  28. 28. Focus lighting to eliminate shadow and get a balanced colour on the subject
  29. 29. Greaseproof Paper FTW!
  30. 30. No chequered shirts or stripes
  31. 31. How do I get my raw footage looking good?
  32. 32. Good Sound is more important than good picture
  33. 33. Get the microphone as close as possible to the persons face
  34. 34. Best Software for Screencasting PC Mac
  35. 35. Supplement your footage with stock content as required
  36. 36. Quick Mobile screen mock-ups http://placeit.breezi.com/
  37. 37. Get a designer to build your animation assets
  38. 38. $500 Camcorder $50 Tripod $100 lapel microphone set $500 lighting rig ! Total: $1150 Phil Nottingham @philnottingham
  39. 39. Yeah... but Phil…we don’t have the skills to produce video… Several people in the audience Phil Nottingham @philnottingham
  40. 40. 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
  41. 41. 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
  42. 42. Here’s how to do it
  43. 43. Form Must Follow Function Phil Nottingham @philnottingham
  44. 44. 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
  45. 45. Only use video when the message would be lost by any other medium
  46. 46. Think Of Your Channels Like A Football Team
  47. 47. Don’t Build A Team Of Attackers
  48. 48. Why do video?
  49. 49. Get More Traffic to your site
  50. 50. Get videos ranking with a rich snippet
  51. 51. How? @philnottingham
  52. 52. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
  53. 53. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
  54. 54. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
  55. 55. Create transcriptions and put them in the HTML ! • Valuable for users ! • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
  56. 56. Best paid transcription service Phil Nottingham @philnottingham
  57. 57. Facebook Open Graph
  58. 58. Twitter Cards
  59. 59. Three main goals for Video http://moz.com/blog/building-a-video-seostrategy @philnottingham
  60. 60. Goal 1
  61. 61. Videos to help sell a specific product or service @philnottingham
  62. 62. A user who watches an Appliances Online video… @philnottingham
  63. 63. Is TWICE as likely to convert @philnottingham
  64. 64. Spends 9.1% more money @philnottingham
  65. 65. Videos FOR Pages
  66. 66. • Soft Sell • Hard Facts • Empathy @philnottingham
  67. 67. Include transcriptions in the HTML ! • Valuable for users ! • Provides unique and relevant text for product pages Phil Nottingham @philnottingham
  68. 68. Best paid transcription service Phil Nottingham @philnottingham
  69. 69. Ensure you get Rich Snippets http://www.kurtzandblum.com @philnottingham
  70. 70. How? @philnottingham
  71. 71. Use a secure, paid hosting solution @philnottingham
  72. 72. The best platform …by some distance http://wistia.com/pricing @philnottingham
  73. 73. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
  74. 74. Don’t use YouTube for “conversion”
  75. 75. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
  76. 76. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
  77. 77. I’ve done some research
  78. 78. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
  79. 79. 904,053,617 Views Phil Nottingham @philnottingham
  80. 80. Av. CTR = 0.72% Phil Nottingham @philnottingham
  81. 81. ! ! ! ! ! CTR from YouTube = 4.37% http://www.youtube.com/rei @philnottingham
  82. 82. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
  83. 83. Up to 99% of potential traffic lost Phil Nottingham @philnottingham
  84. 84. Steals your traffic Doesn’t give much of it back Phil Nottingham @philnottingham
  85. 85. Don’t use YouTube for “conversion” videos! Phil Nottingham @philnottingham
  86. 86. So What’s YouTube useful for then? Phil Nottingham @philnottingham
  87. 87. Goal 2
  88. 88. Build a great presence on YouTube
  89. 89. Use the YouTube Keyword Tool for Idea Generation https://ads.youtube.com/keyword_tool @philnottingham
  90. 90. Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
  91. 91. Mark those with low engagement as “unlisted”
  92. 92. Ensure ! consistent quality ! to boost overall rankings Phil Nottingham @philnottingham
  93. 93. How can I optimise my YouTube videos for success with TrueView advertising
  94. 94. 1597 Upvotes http://www.reddit.com/comments/ 1c2fta
  95. 95. Ensure you force engagement withinin the first five seconds
  96. 96. Ad Spend = Social Proof
  97. 97. 77,000 Views Cost - £5000 (Avg. CPV = 6p)
  98. 98. Pay for Ads = FREE OVERLAYS!!!
  99. 99. Don’t expect said links to drive traffic
  100. 100. I’ve done some research….
  101. 101. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
  102. 102. 904,053,617 Views Phil Nottingham @philnottingham
  103. 103. Av. CTR = 0.72% Phil Nottingham @philnottingham
  104. 104. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
  105. 105. Main marketing value from YouTube… ! brand awareness http://moz.com/blog/the-marketing-value-of-youtube
  106. 106. Building Some Fucking Links
  107. 107. When people embed a YouTube / Vimeo video – they don’t link to your site.
  108. 108. How can I prevent this? Phil Nottingham @philnottingham
  109. 109. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
  110. 110. Automatically includes a link back to your domain
  111. 111. If you don’t want to use Wistia ! I’ve made you a tool…. http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
  112. 112. But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
  113. 113. • Securely host • Outreach • Put on YouTube afterwards @philnottingham
  114. 114. Bait and Switch!
  115. 115. Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
  116. 116. Outreach with a value proposition Phil Nottingham @philnottingham
  117. 117. Agency side? ! Do your clients have successful YouTube videos?
  118. 118. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
  119. 119. Purely Informational Content Phil Nottingham @philnottingham
  120. 120. REI have nailed this http://www.youtube.com/rei @philnottingham
  121. 121. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
  122. 122. Use the YouTube Keyword Tool for idea generation https://ads.youtube.com/keyword_tool @philnottingham
  123. 123. 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
  124. 124. Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
  125. 125. Ensure ! consistent quality ! to boost overall rankings Phil Nottingham @philnottingham
  126. 126. Goal 3
  127. 127. Using video as part of a creative page type
  128. 128. 190 linking root domains http://www.simplybusiness.co.uk/microsites/ wordpress-for-small-businesses/ @philnottingham
  129. 129. 38 linking root domains (but it’s new) http://www.simplybusiness.co.uk/microsites/ youtube-for-small-business/ @philnottingham
  130. 130. Creating a video others will embed
  131. 131. This isn’t the same as “viral content” Phil Nottingham @philnottingham
  132. 132. What does it look like then? Phil Nottingham @philnottingham
  133. 133. It got awesome links http://www.forbes.com/sites/matthewnewton/ 2011/06/30/anatonomy-of-a-computer-virus/ @philnottingham
  134. 134. It got awesome links http://www.scientificamerican.com/article.cfm? id=stuxnet-like-viruses-remain-a-top-us-security-risk @philnottingham
  135. 135. 682 links from 214 Domains To video on abc.net.au Phil Nottingham @philnottingham
  136. 136. 6,608 links from 517 domains To video on vimeo.com Phil Nottingham @philnottingham
  137. 137. LRDs 600 450 LRDs 300 517 150 214 0 To own site To vimeo.com
  138. 138. How can I prevent this? Phil Nottingham @philnottingham
  139. 139. Ensure the video is only visible on your domain Phil Nottingham @philnottingham
  140. 140. Use a secure, paid hosting solution Phil Nottingham @philnottingham
  141. 141. 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
  142. 142. I’ve made you a tool… http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
  143. 143. But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
  144. 144. Bait and Switch (White hat style)
  145. 145. • Securely host • Outreach • Put on YouTube afterwards Phil Nottingham @philnottingham
  146. 146. Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
  147. 147. Outreach with a value proposition Phil Nottingham @philnottingham
  148. 148. Interview your customers Phil Nottingham @philnottingham
  149. 149. 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
  150. 150. Interview your friends & competitors Thanks for the link SEOgadget! http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
  151. 151. 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
  152. 152. Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
  153. 153. http://dis.tl/youtube-playlists-tool @philnottingham
  154. 154. Vine Nbed better vine example? https://vine.co/v/bvP0zgpe9Oa @philnottingham
  155. 155. Instagram Video Nbed better image for instagram? http://mashable.com/2013/06/20/instagramvideo-brands/ @philnottingham
  156. 156. Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
  157. 157. Get yourself one of these bad boys! ! Samson CO1U £60
  158. 158. Agency Protip: ! Do your clients have successful YouTube videos?
  159. 159. Hosting
  160. 160. Where should I host my video? At least five emails that Phil gets per week
  161. 161. What are you trying to achieve? Phil Nottingham
  162. 162. Hosting Options Self Host http://moz.com/blog/building-a-video-seo-strategy YouTube Self host, then YouTube @philnottingham
  163. 163. Content will best support a goal… ! …when it’s created with that goal in mind Phil Nottingham @philnottingham
  164. 164. Let business goals drive both the technical 
 & creative
  165. 165. You don’t have to reinvent the wheel every time
  166. 166. Slight adjustments in targeting will allow you to repurpose
  167. 167. Blogging Video
  168. 168. Invest in the skills and facilities Simply Business spent ~ $15,000 http://www.simplybusiness.co.uk/ @philnottingham
  169. 169. Interview your customers Phil Nottingham @philnottingham
  170. 170. 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
  171. 171. Interview your friends & competitors Thanks for the link SEOgadget! http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
  172. 172. Building links with no budget at all for video
  173. 173. Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
  174. 174. http://dis.tl/youtube-playlists-tool @philnottingham
  175. 175. “I want rich snippets, links and my video on YouTube. Can I do all the approaches?” Several people in the audience Phil Nottingham @philnottingham
  176. 176. Technical Implementation can cannibalise Phil Nottingham @philnottingham
  177. 177. Content will best support a goal… ! …when it’s created with that goal in mind Phil Nottingham @philnottingham
  178. 178. Three main goals for video http://moz.com/blog/building-a-video-seostrategy @philnottingham
  179. 179. But you don’t have to reinvent the wheel every time
  180. 180. Hire an editor
  181. 181. ~ $300 per day Phil Nottingham @philnottingham
  182. 182. Segment your content by goal Recut and re-edit a library of content to get there
  183. 183. Your Blueprint Winning Video Strategy
  184. 184. Invest in camera, lights and mics
  185. 185. 1. http://youtube.com/rei Tutorials & How-to’s @philnottingham
  186. 186. 2. Thought leadership “Blogging” video http://www.youtube.com/playlist? list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi @philnottingham
  187. 187. 3. Video News Releases – get journalists to notice you http://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases @philnottingham
  188. 188. Hire production resource
  189. 189. ~ $600 per day Phil Nottingham @philnottingham
  190. 190. Build up a library of…. ! • • • • Interviews Product shots Screencasts General Views Phil Nottingham @philnottingham
  191. 191. 4. Create Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
  192. 192. 5. Recut those videos and get links from customers/ affiliates etc. Phil Nottingham @philnottingham
  193. 193. 6. Create videos to augment corporate and people Pages https://www.huddle.com/resources/ collaboration-videos/huddle-behind-the-scenes/ @philnottingham
  194. 194. Bigger Budgets?
  195. 195. 7. http://www.distilled.net/blog/distilled/a-newspecies-video-infographics/ Link bait @philnottingham
  196. 196. 8. Creative Stories http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
  197. 197. 9. Advertise your content library and permission assets http://www.youtube.com/watch?v=kVIGuJeS4y4 @philnottingham
  198. 198. No Budget at all?
  199. 199. 10. https://vine.co/v/bvP0zgpe9Oa Vine @philnottingham
  200. 200. 11. Instagram Video http://mashable.com/2013/06/20/instagramvideo-brands/ @philnottingham
  201. 201. 12. Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
  202. 202. Key Takeaways
  203. 203. Always Be Valuable
  204. 204. Establish Your Minimum Viable Conversion Craig Bradford @CraigBradford
  205. 205. You don’t have to do everything at once, but do it well. Phil Nottingham @philnottingham
  206. 206. Pitch to go slower Phil Nottingham @philnottingham
  207. 207. Making better pages and better marketing channels Phil Nottingham @philnottingham
  208. 208. Use Video when it’s the 
 right form of content 
 for an idea Phil Nottingham @philnottingham
  209. 209. Let business goals drive both the technical 
 & creative
  210. 210. Think Big @philnottingham
  211. 211. Start Small @philnottingham

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