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YouTube For Business: How to Create Effective Marketing Videos
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YouTube for Business, Chamber Workshop 1st Nov 2011
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YouTube For Business: How to Create Effective Marketing Videos
1.
YouTube For Business
Peter Lisney © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
2.
Today’s Workshop •
Social Media Vs Website • What is YouTube • Planning a YouTube video • DIY or Professional • Shooting, editing and uploading • Optimising and promoting • What to do next © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
3.
Social Media Vs.
Website • Social media builds relationship, creates prospect and sends to website © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
4.
Social Media Vs.
Website • Website converts prospect from social media and advertising into sale or lead © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
5.
Social Media Vs.
Website • Social media holds onto customer, prompts them to buy again and helps them refer © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
6.
What is YouTube? •
Founded in 2005 in a garage • Bought by Google in 2006 for $1.65 billion • Up to 15 minutes video stored online • Free to watch, free to host videos • 2nd most popular search engine (after Google) • 40% of viewers aged over 35 © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
7.
The YouTube Opportunity •
3rd most popular website in UK (behind Google and Facebook) • Few companies are uploading videos • Fewer companies know how to get their video seen • Easily integrated with your website as well as being seen on YouTube.com © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
8.
How YouTube is
Used To Market • Brand awareness • Product advertising • Retail promotion • Direct sales • Product support • Internal training • Employee Communications • Recruiting © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
9.
RAF Cosford Museum
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
10.
Alton Towers
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
11.
3 Effective Types
of YouTube Video • Informative – News – Facts – Case studies • Educational – Instructional – How to • Entertaining – Go viral (if you’re lucky)! © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
12.
Planning Your YouTube
Video • Why video? • Who is your target market – niche? • What is your message? – What problem do you solve? – How do you solve it? – What makes you different? © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
13.
Planning Your YouTube
Video • What type of content will you use? – Informative http://www.youtube.com/watch?v=KjxcU63SzqI – http://www.youtube.com/watch?v=Fmg_dScxCIM&fe ature=related – Educational, ‘how to’ http://www.youtube.com/watch?v=rVi1Bp7dxdU – http://www.youtube.com/watch?v=3VLIy5n1q1I&feat ure=channel_video_title – Entertainment http://www.youtube.com/watch?v=qg1ckCkm8YI&fea ture=channel_video_title © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
14.
Planning Your YouTube
Video • Who will produce the video? • How long will it be? • How will you measure the results? © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
15.
Measuring ROI Attention
• Views • Likes Interest • Comments • Favourites Desire • Subscriptions • Website visits Action • Sales © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
16.
Story Boarding
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
17.
DIY or Professional? •
Pro video – Looks first class – Reflects your image – Better creative • DIY – Low cost – Likely to produce more – Looks less commercial © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
18.
DIY or Professional? •
Information videos can be shot in a single take facing a tripod mounted camera or webcam • Education videos may require multiple shots and lots of editing • Entertaining videos risk putting egg on your face. Seek professional help © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
19.
Equipment Required • Camera
choice © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
20.
Equipment Required • Essentials
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
21.
Lighting Set Up
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
22.
Screen Recording • Capture
your mouse movements • Great for software training and demos © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
23.
How to make
DIY look professional • Go digital, widescreen and high definition • Use a tripod • Use an external microphone • Think about lighting • Don’t zoom and keep panning to a minimum • Keep it short and sweet – 1 to 3 minutes © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
24.
How to make
DIY look professional • Don’t have a distracting background • Have some movement • Cut between different angles (shoot video twice) • Use close-ups • Use rule of thirds when framing shots • Use a teleprompter (http://www.cueprompter.com/) © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
25.
Editing Software •
Microsoft Movie Maker • Free software with camera • Adobe Premiere Elements • Apple Final Cut Express • Sony Vegas Movie Studio HD • Pro options © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
26.
The Edit • Start
with a Title • Use a legal background music www.cuttothebeat.com • Keep transitions simple • Use other on screen graphics, e.g. Step 1… • Finish with web address and contact details • Keep it short © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
27.
Recommended Settings •
File format: MPEG-4, MPEG-2, or H.264 • Resolution: 720p or 1080p • Aspect ratio: 16:9 • Frame rate: 30 frames per second • Length: 1 to 3 minutes (max 15) • File size: Max 2GB • Audio format: MP3 © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
28.
Upload and Optimise •
Either uses or creates a Google account • Refer to your keyword research • Make your title keyword rich • Use keywords in the description and add web address, phone number, etc • Add keywords to the tags (as many as you can) • Choose category • Set privacy to ‘public’ © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
29.
Dealing With Comments •
Enable comments and video responses but moderate first • Enable voting, embedding and linking – this helps with optimisation © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
30.
Your YouTube Channel •
Personalise your channel – Colours – Background image – Desription • Communicate with subscribers and the wider community © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
31.
Promoting Your YouTube
Videos • Embed videos in your website • Add links to your YouTube channel • Get other people to link to you • Email your customers • Promote on Facebook and Twitter • Promote with YouTube pay per click advertising © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
32.
YouTube Promoted Videos •
Similar to Google Adwords • Only pay when someone clicks • You set the budget – as little as 10p per day • Add a Call to Action Overlay to your video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
33.
YouTube Promoted Videos
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
34.
Embedding a YouTube
Video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
35.
Optimise Your Embedded
Video • Use the word ‘video’ in the page title and headline • Use ‘keyword rich’ descriptive text next to the video (Google can’t read moving pictures) • Repeat the ‘call to action’ beneath the video © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
36.
YouTube Success Keys •
Be interesting • Keep it short • Make your message clear – one message per video • Don’t hard sell • Always include your web address • Optimise for search © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
37.
A Bit About
Irun • Business development specialists who take the complexity & pain out of Internet Marketing, harnessing it to grow your business. How? – Business Website Design – Search Engine Marketing & Optimisation – Customer Databases & Email Marketing – Social Media Marketing – Referral System (collects Feedback, Testimonials & Referrals) – Ongoing Web Management • Clients large and small UK wide including Holiday Inn Express, Abacus Accountants and Thames Water © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
38.
A Bit About
Irun Special Offers for Today • One to one, 60 minute Internet marketing clinic. Normally £120. Offer £90 (ex vat) • Develop and manage your Social Media account(s). Normally £250 per month. Offer £199 per month (ex vat) • Or if your website needs an overhaul arrange an appointment with one of our team © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
39.
Contact Us •
www.Irun-Canterbury.co.uk • Tel. 01227 250049 • Mob. 07958 578689 • Email: paul.bourdillion@IrunSolutions.co.uk • Twitter: @iruncanterbury • LinkedIn.com/in/iruncanterbury © Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
40.
© Peter Lisney
and Business Pathfinder 2011 Follow me @PeterLisney
41.
Any Questions
© Peter Lisney and Business Pathfinder 2011 Follow me @PeterLisney
Download now