10 Video Marketing Essentials


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David Rose, COO of Magnet Video presentation from Triangle AMA Digital Marketing Training Camp on Feb 29, 2012. www.triangleama.org

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  • A single marketing video can be leveraged across virtually all marketing channels Video is a very cost effective marketing asset (especially on a per use basis)
  • - How are marketer ’s measured? -> Conversions! - An effective video marketing strategy must include messaging, design, streaming, analytics and campaign delivery planning - Not just the visuals / shoot
  • - Messaging is the critical starting point of the video - Start with the messaging -> Not the visuals - You have 60 seconds or less to deliver your video marketing message - Getting your video script to include down to 145 words is very difficult -> But critical the video ’s effectiveness
  • All the design elements contribute significantly to the end video production Assume the video will be watched on a mobile device -> Design Accordingly
  • Onsite shoots are risky, expensive and typically unnecessary -> Employee “stars” can leave the company or simply perform poorly on camera Actors are typically “unauthentic” Motion Graphics can be leveraged to create an effective marketing video Most company ’s have existing marketing assets (Logos, photos, videos, screen captures) that can be repurposed for a marketing video
  • Flash no longer the “standard” for online video Apple / iPhone was a game changer -> HTML5 A wide range of mobile phones and tablets must be supported for video streaming Marketing videos must be reliably streamed EVERYWHERE
  • Video analytics include plays, time viewed, viewer engagement, traffic sources, geographic location Viewer engagement the most important metric -> what % of the video is seen Viewer engagement drops off dramatically after 60 seconds Be sure to tie video views to a specific customer / prospect profile -> To measure individual conversion metrics
  • Video Landing Page Best Practices: Don’t use the “auto-play” feature on the video player! Use a well branded / matching video player thumb image Use a video designed specifically for the campaign vs. a general company overview video Reinforce the page & campaign CTA within the video Keep the video player above the page “fold” Video provides many A/B testing options
  • Including video in an email increases click-through rates 2-3X Best Practices: Video delivery in email is problematic. Don’t do it / try Include professionally branding video player thumb image Link the video player image to the video landing page Can’t convert customers in email anyway
  • Video doesn ’t have to be “viral” for social Video is naturally engaging - 400% more than static content Video is a great component for a social content marketing strategy Better brand recall through video with social sharing
  • 315 million cumulative Apple iOS device sold as of Q1 2012 700,000 Android phones and Android tablets are activated daily. 24 Million US Internet Users watch online video on their mobile device every month.
  • Google is regularly returning video (mostly YouTube) in organic search results Video SEO best practices (in YouTube) Begin the title of the video with the most important key word(s) -> Don’t begin the title with your company or product name Include a url in the video description field Use Use a minimum of 10 keyword rich descriptive tags per video Upload closed caption text and subtitles to your corporate videos on YouTube since the text is crawlable
  • YouTube is great for SEO and awareness -> Definitely post your marketing videos on the site Don’ t ’ drive customers to YouTube.com -> They will never convert or come back YouTube.com is one of the most blocked sites by corporate firewalls / administrators -> BIG problem for video marketing If you are a professional marketer -> Use a professional online video platform instead of YouTube
  • Use video for virtually all marketing campaigns
  • - Quantisense marketing video marketing campaign for the 2012 NRF Tradeshow 60 foot Quantisense banner with 6x6 QR code linked to their video hung on the outside of the Javit center in NYC Increased qualified customer meetings from 11 in 2011 to 24 in 2012
  • 10 Video Marketing Essentials

    1. 1. 10 Essentials for Online Video Marketing @MagnetVideo Increasing Leads & Conversions
    2. 2. Video Statistics 75% of C-Suite Executives surveyed said they watch work-related online video on business-related websites at least weekly. 24 Million US Smartphone users are currently watching online videos on their mobile device at least monthly. On Google, an indexed video stands a 50X greater chance of ranking on the first results page than any textual page. 183 million U.S. Internet users watched online video content in December 2011 for an average of 20 hours per viewer.
    3. 3. Multi Channel Marketing
    4. 4. A Complete Approach Video Marketing Strategy Messaging Design Video Streaming Video Analytics <ul><li>Audience </li></ul><ul><li>Core Message </li></ul><ul><li>Call To Action </li></ul><ul><li>Branding </li></ul><ul><li>Voice / Music </li></ul><ul><li>Production Style </li></ul><ul><li>Web </li></ul><ul><li>Mobile </li></ul><ul><li>Social </li></ul><ul><li>Engagement </li></ul><ul><li>Plays </li></ul><ul><li>Traffic Sources </li></ul>Marketing Solutions <ul><li>Campaign Design </li></ul><ul><li>Email / Landing Pages </li></ul><ul><li>SEO </li></ul>
    5. 5. 1. Messaging Audience Main Idea Key Details Think Call To Action Questions 60 Second Video = 145 Words
    6. 6. 2. Design Elements
    7. 7. 3. Production <ul><li>On-Site Shoots </li></ul><ul><li>Actors </li></ul><ul><li>Motion Graphics </li></ul><ul><li>Repurpose Existing Assets </li></ul>
    8. 8. 4. Video Streaming
    9. 9. 4. Video Streaming
    10. 10. 5. Analytics <ul><li>Measure Viewer Engagement </li></ul>
    11. 11. 6. Landing Pages
    12. 12. 7. Email 2-3X Increase in Click-thru Rates
    13. 13. 8. Social
    14. 14. 9. Mobile
    15. 15. 10. Search Engine Optimization (SEO)
    16. 16. What About YouTube? Google SEO YouTube #2 In Search Easy Self Publishing The Good The Marketing Limitations Corporate Blocking No Clickable External Links Limited Branding – Thumb Images Questionable Streaming Performance
    17. 17. Video Marketing Applications White Papers Recruiting Lead Generation Lead Nurturing Win-Back Campaigns Product Launches Content Marketing Events Online Video
    18. 18. Example: Event Marketing Invitation Email / Landing Page Event SEO Promotional Banner w/ QR code Tradeshow Booth Thank you Email / Landing Page 218% Increase in Appointments
    19. 19. In Summary <ul><li>Take a Complete Approach </li></ul><ul><li>Messaging Process is Critical </li></ul><ul><li>Shoots Not Required </li></ul><ul><li>Measure Engagement </li></ul>Mobile > Video is Ideal
    20. 20. Thank You! David Rose Chief Operating Officer Phone: 919-883-9055 Email: [email_address] Twitter: @dbrose67