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Building a winning video marketing strategy - #MozCon 2013

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My presentation from MozCon 2013 on building a winning video marketing strategy

My presentation from MozCon 2013 on building a winning video marketing strategy

Published in: Technology, Business

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  • While doing video marketing is the best way to get traffic to your services and products you must have the right tools and software to help you! bit.ly/13FLC30
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  • https://www.facebook.com/pages/A-New-Dimension/465139463535166?ref=ts&fref=ts
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  • Great resources in this, cheers Phil!
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  • Excellent YouTube video marketing insights and work product Phil. The video embed link generator tool will become a must use routine on all future video optimization effort moving forward.
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  • I’m british, we share a lot.
  • Conference videos – probably why they
  • Have set up clients (SB) with their own studio.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Pitch for a fraction of the money to move from paid to organic traffic.Just like SEOs pitch for more PPC bidget – pitch for video advertising
  • If you think you can’t afford that, You’re wrong. You paid more than that to come here.Reusable.
  • Vicke to design
  • Vicke to Edit
  • Mention Will it blend example
  • Vicke to design
  • Good = Will it blend.Bad = GAIQ.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Get Vicke to redesign
  • Get Vicke to redesign
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • Unique content on product pagesSpeechPad to do it cheaply.In the HTML
  • 14% increase in traffic within one month just from this implementation
  • Explain how Google treat iframes
  • MentionYoast Plugin
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • TL:DR – click through rates from YouTube are Low. If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • If you’re YouTube videos are outranking you for terms you want traffic for, you’re likely losing 99% customers.
  • Talking about fame here. Brand awareness gets a bad name with SEOs, I’d take an increase in branded search every single time.
  • Just fucking say this.
  • Primary keyword, secondary keyword brand.Caption Tube
  • Get people to watch to the endReedit to tweak any bad things.Anything tanking – get it off your channel
  • Video only one format among many. It’s not a “thing”.
  • Integral to the Page Type
  • Typically informational rather than funny actionally - since you need people to embed it or link to it in the context of their own content - not just share it and upload it to Reddit. that stuff is all good too - but it’s more of an “awareness’ play, rather than something to directly build links.
  • 59% Lost Link Equity
  • Make yours the canonical – in the true sense of the word.This means you need to self host or use a secure third part platform
  • Explain how Google treat iframes
  • Not great for YouTUbe,Very few people doing this = opportunityexceptt…
  • Can I do everything at once? Yes…But you need content suitable for that AND you’ll dilute all of the return.
  • Each goal is best served with different types of content and different technical implementationChange to “traffic and conversions”
  • Put these on YouTube
  • Realtor – not Estate agent
  • Go slower
  • Go slower
  • Transcript

    • 1. #MozCon
    • 2. Consultant, Distilled Phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM
    • 3. I’m originally from a background in Theatre and Film
    • 4. Perception
    • 5. Reality
    • 6. Phil’s first day at Distilled
    • 7. Phil’s second week at Distilled
    • 8. Distilled Circa 2013
    • 9. We’ve hired an editor @philnottingham http://www.distilled.net/about/people/margarita- Iosef/
    • 10. We’ve started integrating video into more of our marketing campaigns
    • 11. We’ve started creating video for clients
    • 12. I want to share some stuff you can take away and use on Thursday
    • 13. #MozCon Phil Nottingham Building a Winning Video Marketing Strategy
    • 14. Why do video?
    • 15. Three main goals for content in Online Marketing @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    • 16. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    • 17. There are massive rewards for doing it well @philnottinghamPhil Nottingham
    • 18. Common objections to investing in video marketing
    • 19. Our clients can’t afford to do video A lot of agencies @philnottinghamPhil Nottingham
    • 20. This is partially true @philnottingham http://www.seomoz.org/seo-industry- survey#spending-and-budgets Average consulting budgets are ~ $2000 per month
    • 21. But short sighted @philnottingham http://www.unrulymedia.com/article/10-04-2013/video- advertising-market-increases-46-2012-digital-spend- smashes-£5billion-mark-f Pitch for a fraction of these budgets
    • 22. Paid Organic @philnottinghamPhil Nottingham
    • 23. We can’t afford to make videos ourselves Some In-house people @philnottinghamPhil Nottingham
    • 24. $500 Camcorder $50 Tripod $100 lapel microphone set $500 lighting rig Total: $1150 @philnottinghamPhil Nottingham
    • 25. Yeah... but Phil…we don’t have the skills to produce video… Several people in the audience @philnottinghamPhil Nottingham
    • 26. The people who do are cheap • http://www.mandy.com • http://www.shootingpeople.org • http://searchlight.com • http://skillset.org • http://www.productionhub.com • http://www.filmandtvpro.com/us/ @philnottinghamPhil Nottingham
    • 27. There’s tons of resources online to help you learn • http://www.creativecow.net • http://philipbloom.net/ • http://www.lynda.com • http://ae.tutsplus.com • http://www.videocopilot.net • http://www.izzyvideo.com • http://finalcutking.com @philnottinghamPhil Nottingham
    • 28. Here’s how to do it
    • 29. Common Method: Form Driven @philnottinghamPhil Nottingham We need to do video What can we do a video about? Make video Optimise video
    • 30. Form Must Follow Function @philnottinghamPhil Nottingham
    • 31. Strategic Approach: Goal Driven @philnottinghamPhil Nottingham We need to improve What’s the best way to do that? Video? Define technical & creative strategy“X”
    • 32. Only use video when the message would be lost by any other medium
    • 33. Why do video?
    • 34. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    • 35. Goal 1
    • 36. Videos to help sell a specific product or service @philnottingham
    • 37. http://www.appliancesonline.co.uk @philnottingham
    • 38. A user who watches an Appliances Online video… @philnottingham
    • 39. Is TWICE as likely to convert @philnottingham
    • 40. Spends 9.1% more money @philnottingham
    • 41. Videos FOR Pages
    • 42. • Soft Sell • Hard Facts • Empathy @philnottingham
    • 43. Include transcriptions in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
    • 44. Best paid transcription service @philnottinghamPhil Nottingham
    • 45. Ensure you get Rich Snippets @philnottinghamhttp://www.kurtzandblum.com
    • 46. How? @philnottingham
    • 47. Use a secure, paid hosting solution @philnottingham
    • 48. The best platform …by some distance @philnottinghamhttp://wistia.com/pricing
    • 49. Create and submit a video sitemap @philnottingham http://www.distilled.net/blog/video/creating- video-sitemaps-for-each-video-hosting-platform/
    • 50. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottingham
    • 51. Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
    • 52. Don’t use YouTube for “conversion”
    • 53. Use YouTube and you’ll drive traffic to YouTube @philnottinghamhttp://www.youtube.com/appliancesonline
    • 54. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
    • 55. 1. Link back to site on YouTube Channel homepage @philnottinghamPhil Nottingham Two places for (nofollow) links
    • 56. 2. Link back to site with annotations @philnottinghamPhil Nottingham For YouTube Partners only (must allow advertising on your channel)
    • 57. 3. Link back to site with paid overlays @philnottinghamPhil Nottingham Organic clicks are free!
    • 58. 4. Link back to site in video descriptions @philnottinghamPhil Nottingham Naked URL Only. rel=“nofollow”
    • 59. I’ve done some research
    • 60. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
    • 61. 904,053,617 Views @philnottinghamPhil Nottingham
    • 62. @philnottinghamPhil Nottingham Av. CTR = 0.72%
    • 63. CTR from YouTube = 4.37% @philnottingham http://www.youtube.com/rei
    • 64. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
    • 65. @philnottinghamPhil Nottingham Up to 99% of potential traffic lost
    • 66. Steals your traffic @philnottinghamPhil Nottingham Doesn’t give much of it back
    • 67. Don’t use YouTube for “conversion” videos! @philnottinghamPhil Nottingham
    • 68. So What’s YouTube useful for then? @philnottinghamPhil Nottingham
    • 69. Goal 2
    • 70. A creative story attached to your brand @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
    • 71. @philnottinghamPhil Nottingham Purely Informational Content
    • 72. REI have nailed this @philnottinghamhttp://www.youtube.com/rei
    • 73. Relevant for an audience unfamiliar with your brand @philnottinghamPhil Nottingham
    • 74. Use the YouTube Keyword Tool for idea generation @philnottinghamhttps://ads.youtube.com/keyword_tool
    • 75. Optimise for YouTube @philnottingham • http://www.distilled.net/training/video-marketing-guide/ • http:///www.distilled.net/blog/social-media/youtube/youtube-seo/ • http://moz.com/blog/the-marketing-value-of-youtube • Come and speak to me in the bar Phil Nottingham
    • 76. Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
    • 77. Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
    • 78. Goal 3
    • 79. Using video as part of a creative page type
    • 80. @philnottingham http://www.simplybusiness.co.uk/microsites/wordpre ss-for-small-businesses/ 190 linking root domains
    • 81. @philnottingham http://www.simplybusiness.co.uk/microsites/yout ube-for-small-business/ 38 linking root domains (but it’s new)
    • 82. Creating a video others will embed
    • 83. This isn’t the same as “viral content” @philnottinghamPhil Nottingham
    • 84. What does it look like then? @philnottinghamPhil Nottingham
    • 85. It got awesome links @philnottingham http://www.forbes.com/sites/matthewnewton/2011/0 6/30/anatonomy-of-a-computer-virus/
    • 86. It got awesome links @philnottingham http://www.scientificamerican.com/article.cfm?id=st uxnet-like-viruses-remain-a-top-us-security-risk
    • 87. 682 links from 214 Domains To video on abc.net.au @philnottinghamPhil Nottingham
    • 88. 6,608 links from 517 domains To video on vimeo.com @philnottinghamPhil Nottingham
    • 89. 214 517 0 100 200 300 400 500 600 To own site To vimeo.com LRDs LRDs
    • 90. How can I prevent this? @philnottinghamPhil Nottingham
    • 91. Ensure the video is only visible on your domain @philnottinghamPhil Nottingham
    • 92. Use a secure, paid hosting solution @philnottinghamPhil Nottingham
    • 93. Customise your embed code to include a link <iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pl ayerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=t rue" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" width="768" height="432"></iframe></br>via <a href="http://www.example.com/product- page">Distilled's client</a> @philnottinghamhttp://dis.tl/video-embed-generator
    • 94. I’ve made you a tool… @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
    • 95. But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
    • 96. Bait and Switch (White hat style)
    • 97. • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
    • 98. Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
    • 99. Outreach with a value proposition @philnottinghamPhil Nottingham
    • 100. Agency Protip: Do your clients have successful YouTube videos?
    • 101. Blogging Video
    • 102. Invest in the skills and facilities @philnottinghamhttp://www.simplybusiness.co.uk/ Simply Business spent ~ $15,000
    • 103. Interview your customers @philnottinghamPhil Nottingham
    • 104. Interview authorities in your niche @philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has- a-bad-hair-day-and-gives-out-some-advice-on-camera/
    • 105. Interview your friends & competitors @philnottingham http://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
    • 106. Building links with no budget at all for video
    • 107. Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
    • 108. http://dis.tl/youtube-playlists-tool @philnottingham
    • 109. “I want rich snippets, links and my video on YouTube. Can I do all the approaches?” @philnottinghamPhil Nottingham Several people in the audience
    • 110. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
    • 111. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
    • 112. Three main goals for video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
    • 113. But you don’t have to reinvent the wheel every time
    • 114. Hire an editor
    • 115. ~ $300 per day @philnottinghamPhil Nottingham
    • 116. Segment your content by goal Recut and re-edit a library of content to get there
    • 117. Your Blueprint Winning Video Strategy
    • 118. Invest in camera, lights and mics
    • 119. 1. Tutorials & How-to’s @philnottinghamhttp://youtube.com/rei
    • 120. 2. Thought leadership “Blogging” video @philnottingham http://www.youtube.com/playlist?list=PLaUepPJ V0nAP20cyu55PfQw2Pu7vsvAYi
    • 121. 3. Video News Releases – get journalists to notice you @philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases
    • 122. Hire production resource
    • 123. ~ $600 per day @philnottinghamPhil Nottingham
    • 124. Build up a library of…. • Interviews • Product shots • Screencasts • General Views @philnottinghamPhil Nottingham
    • 125. 4. Create Product/category page “conversion” videos @philnottinghamhttp://www.appliancesonline.co.uk
    • 126. 5. Recut those videos and get links from customers/affiliates etc. @philnottinghamPhil Nottingham
    • 127. 6. Create videos to augment corporate and people Pages @philnottingham https://www.huddle.com/resources/collaboration- videos/huddle-behind-the-scenes/
    • 128. Bigger Budgets?
    • 129. 7. Link bait @philnottingham http://www.distilled.net/blog/distilled/a-new- species-video-infographics/
    • 130. 8. Creative Stories @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
    • 131. 9. Advertise your content library and permission assets @philnottinghamhttp://www.youtube.com/watch?v=kVIGuJeS4y4
    • 132. No Budget at all?
    • 133. 10. Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
    • 134. 11. Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
    • 135. 12. Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
    • 136. Key Takeaways
    • 137. You don’t have to do everything at once, but do it well. @philnottinghamPhil Nottingham
    • 138. Pitch to go slower @philnottinghamPhil Nottingham
    • 139. Making better pages and better marketing channels @philnottinghamPhil Nottingham
    • 140. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
    • 141. Let business goals drive both the technical & creative
    • 142. Think Big @philnottingham
    • 143. @philnottingham Start Small
    • 144. #MozCon
    • 145. #MozCon Follow me on the intersociables! @philnottingham https://plus.google.com/u/0/108142199216449113222654765 213246524646542434654342121546965797652416352432765 14967856352416546546587987987652410000000000000001 Do a graph search for “SEO in London who looks a bit like any character from Lord of the Rings”
    • 146. #MozCon Sources • Appliancesonline.co.uk • Rei.com • Video = Form Shutterstock • Form must follow function Just google images • Creative Story Lacoste campaign on youtube • Purely information content Shutterstock • Business Goals Shutterstock • Re-edit library Shutterstock • Think Big Shutterstock • Start small Shutterstock