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

You can also buy a video of this presentation at marketingfestival.cz

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

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