[Hub spot] How to use online video for marketing
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  • 1. How to Use OnlineVideo for MarketingMike Volpe Karen RubinVP Marketing @HubSpot Product Owner @HubSpotTwitter: @mvolpe Twitter: @karenrubin
  • 2. Outbound Marketing
  • 3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  • 4. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 5. Inbound Marketing Blog SEO Social Media
  • 6. Inbound Marketing Process ToolsGet Found Get Found• Publish • Content Mgmt• Promote • Blogging• Optimize • Social Media • SEO Get Found • AnalyticsConvert Convert• Test • Offers / CTAs• Target Convert • Landing Pages• Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
  • 7. Online Video Marketing Publish Optimize Promote Analyze
  • 8. Online Video Marketing Publish Optimize Promote Analyze
  • 9. What to Publish?• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases• Anything…
  • 10. Where to Publish?
  • 11. Video Content Trade-Off Informative Entertaining • Interviews • Music videos • Webinars • Spoof / comedy • Demos • Drama
  • 12. Video Content Tips Short is sweet Focus on first 10 seconds Live videos require no editing Camera shy? Try screen recording Be yourself, outline not script Iterate
  • 13. Short is Sweet http://www.youtube.com/watch?v=Q3yCB7AvvAk
  • 14. Focus on First 10 Seconds http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 15. Attention Declines Rapidly• Shorter almost always better• Command attention at start• Fast pace keeps attention• Data from EyeView Digital (www.EyeViewDigital.com)
  • 16. Live Video Requires No Editing http://www.youtube.com/watch?v=t74O5rACAP4
  • 17. Camera Shy? Try Screen Recording http://www.youtube.com/watch?v=0glUGk81Kyg
  • 18. Be Yourself http://www.youtube.com/watch?v=R6duq7Z3zO4
  • 19. Iterate http://www.youtube.com/watch?v=CnNsy5W7FuY
  • 20. Camera Cheap is fine (under $500) External microphone jack HD is not required for web Widescreen (16:9) is a good idea
  • 21. Other Gear Lighting helps a lot • Target, Walmart or Craigslist Cheaper microphones are ok Tripod Screen recording • Camtasia ($) or CamStudio (open source)
  • 22. Editing Free software is fine • Mac iMovie or Windows Movie Maker Time consuming • Allocate time to the right videos
  • 23. Things to Avoid for Video Backlight or window backgrounds Expensive camera Tile floors or empty rooms (echo!) Expensive editing software http://www.youtube.com/watch?v=4R49OWIMvbY
  • 24. Technical Video Formats .WMV • Windows format for the web .MOV • Apple format for iTunes and the web .M4V • Apple format for iTunes, iPods and iPhones Flash • Most compatible - use for all web posting!
  • 25. Technical Video Formats - Shortcut Record and edit video in any format • Use what works with your camera & software Upload to video sharing sites • YouTube, Blip.tv, Vimeo, Viddler, Metacafe… They convert the file for you • They all use flash as their format Embed from video sharing sites • Just cut and paste the HTML code
  • 26. Publishing Everywhere EasilyIf you are interested in testing Visible Measures upcoming product,email alpha@visiblemeasures.com with subject “HubSpot”
  • 27. Online Video Marketing Publish Optimize Promote Analyze
  • 28. Video Optimization Trade-Off Search (SEO) Social / Viral • Descriptive • Enticing • Straight- • Fun forward • Mysterious • Relevant keywords
  • 29. Video Title Optimization Trade-Off Search (SEO) Social / Viral “Optimize “Dude, Cold LinkedIn Profile Calling is for for SEO” Losers”
  • 30. Video SEO for Blogging Embed video in blog Add “show notes” or transcription
  • 31. SEO for YouTube Title & Description Tags Popularity / Views Inbound Links / Embeds Ratings & Comments
  • 32. YouTube SEO – Title & Description Title Description • Include a link
  • 33. YouTube SEO – Tags Tags • Not visible on public video page
  • 34. YouTube SEO – Popularity / Views Views Not always real time More popular = more promotion
  • 35. YouTube SEO – Links / Embeds Better videos Promote your videos
  • 36. YouTube SEO – Ratings & Comments Controversial or shocking Encourage people to rate
  • 37. SEO for iTunes Title, Artist, Description Reviews Subscribers / popularity Appealing image
  • 38. iTunes SEO – Title, Artist, Description Title Artist Description
  • 39. iTunes SEO – Reviews & Popularity Reviews: Ask your viewers! Subscribers / Popularity: Promotion!
  • 40. iTunes SEO - Appealing Image
  • 41. Online Video Marketing Publish Optimize Promote Analyze
  • 42. Promote Everywhere
  • 43. Twitter • Tweet about it (a couple times is OK) • Use a URL shortener to track • Add a “Tweet This” button next to it • Ask your company to Tweet it
  • 44. Facebook • Post the YouTube link in your status • Post the video to your business page and/or group • Encourage your company to post it
  • 45. LinkedIn • Post a YouTube link in your status • Send it to your LinkedIn group • Encourage your company to post it
  • 46. StumbleUpon • Submit the YouTube URL as video • Play with StumbleUpon a little bit first • http://blog.hubspot.com/blog/tabid/6307/bid/4108/28-Tips-To- Make-You-a-StumbleUpon-Superstar.aspx
  • 47. Blog • Embed in your blog • Add text for SEO • Respond to comments • Encourage your company to blog it
  • 48. Leverage Your Whole Company
  • 49. Paid Promotion Usually not worth the time YouTube has PPC program StumbleUpon is $0.05 per visitor
  • 50. What is Viral? Stalled: Never break 1 million views Embraced: Around 4 million views Break out: Long time, ultimately 10+ million For B2B, HubSpot considers it a views – Rare success if you get Data from Visible Measures just 10,000 views (http://www.visiblemeasures.com/news-and- events/blog/bid/8920/The-Anatomy-of-a-Viral- on YouTube. Video-Ad-Campaign-in-Today-s-Advertising-Age)
  • 51. Online Video Marketing Publish Optimize Promote Analyze
  • 52. YouTube Insights Where did my views come from?
  • 53. YouTube Insights Who is watching my videos?
  • 54. YouTube Insights What is engaging in my videos?
  • 55. Blip.tv Stats
  • 56. Visible Measures / Tube Mogul
  • 57. Try a Call to Action at the End http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 58. HubSpot: Traffic, Leads, Customers Visitors from YouTube Visitors Leads Customers SEO 5,289 754 12 YouTube 834 72 3 Social Media 511 28 1
  • 59. Thank You!www.HubSpot.com/free-trialwww.Grader.comwww.HubSpot.tvMike Volpe Karen RubinVP Marketing @HubSpot Product Owner @HubSpotTwitter: @mvolpe Twitter: @karenrubin