Video Marketing Today: What's Working Now

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This presentation provides an excellent overview of online video marketing and best practices for video marketing for small business.

This presentation provides an excellent overview of online video marketing and best practices for video marketing for small business.

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  • 1. 1 Video Marketing Success: What’s Working Now? with Lou Bortone
  • 2. 2 Lou who?  20+ years in the TV business (Fox, E! Entertainment TV)  Have been doing video marketing since before YouTube!  Experienced marketing and branding executive 2
  • 3. 3 If a picture is worth 1,000 words… One minute of video is said to be worth 1.8 Million words! – Forrester Research 3
  • 4. 4 The web has gone video  According to Cisco Systems, in the next few years 90% of all Internet traffic will be video!  With proper optimization, video increases the chance of a front-page Google result by 53%  The number of online video users will double up to 1.5 billion in 2016  Almost 92% of viewers share the videos seen online with others 4
  • 5. 5 Video Marketing Rocks! Generate more web traffic Improve search engine rankings Increase conversions and sales Build a bigger database more quickly Create stronger relationships with customers Reach a much wider audience 5
  • 6. 6 Why Use Video?  Use video to establish an immediate, personal and powerful connection to your stakeholders  Video accelerates the sales/decision process  Video dramatically increases the “know, like & trust” factor  Video breaks through the clutter and makes you more memorable… © Lou Bortone 6
  • 7. 7 Video Marketing Today  Video Strategy  Video Content  Video Integration  Video Distribution  Video Engagement  Video Tools & Resources 7
  • 8. 8 Video Strategy  Typical video marketing goals:  Build and enhance your brand  Increase online visibility and awareness  Drive engagement and interaction  Create connections and loyalty (aka the “know, like and trust” factor)  Move the prospect to a specific action (buy) 8
  • 9. 9 Video Strategy 9 Connect Engage Move to Action
  • 10. 10 Video Content  Short!  Relevant  Targeted  Encourages interaction  Sharable (funny wins)  Content trumps quality  Mobile-friendly  CTA - What do you want the viewer to do? 10
  • 11. 11
  • 12. Vine.co  Micro video!  Mobile App  6 seconds  Owned by Twitter  From Teen to Mainstream: Dunkin Donuts just ran a Vine ad on Monday Night Football! 12
  • 13. 13
  • 14. Instagram  Started as photos only - Now video!  Also a “social/mobile” app  Can apply “filters” for effects  15 second clips  100 Million users!  Owned by Facebook 14
  • 15. 15
  • 16. MixBit  YouTube’s entry into the “micro-video” market  Brand new! (August, 2013)  iPhone App  1 second to 1 hour videos  Collect & mix videos from other users 16
  • 17. 11 Video Integration  Use an email platform that integrates video  One video can be “auto-shared” to numerous platforms - usually with one click! YouTube/Vimeo Facebook Twitter Pinterest Google+ LinkedIn 11
  • 18. 1212 Video in e-mail! Video in email increases click-thru by 200-300%
  • 19. 1313
  • 20. 14 YouTube is Social!
  • 21. 15 Video Distribution  Use Vimeo for social distribution Facebook, Twitter, LinkedIn, Pinterest, G+  Use YouTube for additional SEO benefits  Use on your own website  Create “mini vids” for Vine, Instagram, etc.  Continue to use Twitter & FB to promote  Also consider Slideshare.net 15
  • 22. 16 Video Distribution  Facebook is the 3rd largest site for watching videos!  1 auto-shared Tweet on Twitter results in 6 new YouTube sessions.  You can share videos to LinkedIn via Slideshare.net (or via YouTube)  Pinterest also takes video  Google Hangouts are taking off 16
  • 23. 17 Slideshare.net
  • 24. 18 Slideshare: Just Add Video!
  • 25. 19 Connect to LinkedIn!
  • 26. 20 Video and LinkedIn
  • 27. 21 Video and LinkedIn
  • 28. 22 Video and Pinterest
  • 29. 23 Video and Pinterest
  • 30. 24 Video and Google+
  • 31. 25 Video and Google+
  • 32. 26 Video Engagement  Driving video views and interaction YouTube - Use YouTube Creator Handbook  Annotations, captions, customization, etc. Optimize your Your YouTube videos Use social video and SEO Consider Google Adwords and YouTube ads 26
  • 33. 27 Video SEO  Schema.org video mark-up  "Videos are one of the most common types of results on Google and we want to make sure that your videos get indexed. Today, we're also launching video support for schema.org. ...now the recommended way to describe videos on the web." - said Henry Zhang, Product Manager for Google Videos  You can review the full specification regarding VideoObject at schema.org.   If you're already familiar with schema markup, this will be easy.   Essentially, all you need to do is to include some additional HTML markup when you embed or publish a video on your page  Or, just get LeadPlayer!  http://www.leadplayer.com/  http://www.leadplayer.com/update-new-leadplayer-seo-features/ 27
  • 34. 2828 Lead Player
  • 35. 31 Video Tools (the fun part)  Lead Player  Viewbix  Easy Video Player  Wistia 31
  • 36. 32 Why use a video player?  Much more control & customization  Better viewer experience  You control the video environment  Enable sharing, redirects, list-building, CTA’s  Rich analytics  Many include video hosting 32
  • 37. 33 http://bit.ly/loubix
  • 38. 34 http://bit.ly/loubix
  • 39. 35 http://bit.ly/loubix
  • 40. 36 http://bit.ly/loubix
  • 41. 37 http://bit.ly/veep EasyVideo Suite
  • 42. 38 http://bit.ly/veepEasyVideo Suite
  • 43. 40 Wistia
  • 44. 41 Wistia
  • 45. 42 Wistia
  • 46. 43 Wistia
  • 47. 44 Wistia
  • 48. 48 Best Practices  Combo of self-hosting plus Vimeo/YouTube  Drive all social & video site traffic back to YOUR website (where you control real estate)  Leverage content - One video---many sites  Use short, “quick hit” content for mobile and social/mobile sites  Vine, Instagram, Qwiki  Include a clear, compelling Call to Action in every video 48
  • 49. 49 Key Takeaways  Biz strategy should drive video plans  You don’t have to be everywhere to look like you’re everywhere - Leverage is key  A video is only as good as its call to action  “Quick hits” are driving mobile video  Video is no-longer just talking heads Video email, photo montages, slide shows, animation, video conferencing, etc. 49
  • 50. 50 Thank You!  CONTACT INFO:  vip@loubortone.com  www.LouBortone.com  @loubortone on Twitter  https://www.facebook.com/ OnlineVideoBranding  https://www.youtube.com/user/lbpromo  603.498.9254 50