Video Marketing Success:
What’s Working Now?
with Lou Bortone
20+ years in the TV business (Fox, E! Entertainment TV)
Have been doing video marketing since before YouTube!
Experienced marketing and branding executive
If a picture is worth 1,000 words…
One minute of video is said to be
worth 1.8 Million words!
– Forrester Research
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
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
Reach a much wider audience
Video Marketing Today
Video Tools & Resources
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)
Connect Engage Move to Action
Sharable (funny wins)
Content trumps quality
CTA - What do you want the viewer to do?
YouTube’s entry into the “micro-video”
Brand new! (August, 2013)
1 second to 1 hour videos
Collect & mix videos from other users
Use an email platform that integrates video
One video can be “auto-shared” to numerous platforms
- usually with one click!
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
Facebook is the 3rd largest site for watching
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
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
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
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!
Video Tools (the fun part)
Easy Video Player
Why use a video player?
Much more control & customization
Better viewer experience
You control the video environment
Enable sharing, redirects, list-building, CTA’s
Many include video hosting
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
Vine, Instagram, Qwiki
Include a clear, compelling Call to Action in every
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.