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