Personalise and Segment - A video strategy blueprint for 2014

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Phil's presentation from Marketing Fest in Brno on 22nd November

Phil's presentation from Marketing Fest in Brno on 22nd November

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  • 1. PHIL NOTTINGHAM •  Video Marketing Expert •  Semi-Professional Pirate •  Enthusiastic Beer Drinker Consultant, Distilled Phil.nottingham@distilled.net @philnottingham
  • 2. The Future (2014)
  • 3. Online video has been a “thing” for 10 years.
  • 4. Broadband gave us streaming at 15fps
  • 5. Global median mobile speed today > 1MBPS
  • 6. Online video strategies have historically looked like TV advertising strategies
  • 7. Common Approach to Video Marketing Decide you want to Have idea create a for a Video video Pay for “optimise” loads of video advertising and seeing Phil Nottingham Pay a creative agency to make it Put the video everywhere Pay for some seeding/ advertising Count how many views it’s got @philnottingham
  • 8. But this doesn’t work very well
  • 9. Let’s think about how we consume media on the internet
  • 10. We surface content through filters
  • 11. Our technology protects us from unwanted content Including unwanted marketing
  • 12. Apparently my son insisted on watching this about 10 times consecutively yesterday. He hates pre-roll adverts interrupting his videos, but loved this bit of creative marketing. Conclusion: the attitudes of a one year old are a good proxy for the average internet user. Rob Ousbey (my boss), 2013 Phil Nottingham
  • 13. Online audiences are then always inside filter bubbles
  • 14. Permission is no longer enough Marketing needs to get above the sharing radar of our (personal) curators
  • 15. people need to love your marketing
  • 16. Online Video ≠ Online TV Phil Nottingham
  • 17. Hyper Targeted > One size fits all Phil Nottingham
  • 18. Segment and Personalise: A video strategy for 2014 PHIL NOTTINGHAM, DISTILLED
  • 19. COMMON METHOD Form Driven We need to do a video What can we do a video about? Make video Optimise video Phil Nottingham @philnottingham
  • 20. Form Must Follow Function Phil Nottingham @philnottingham
  • 21. STRATEGIC APPROACH Goal Driven We need to improve “X” What’s the best way to do that? Video Define technical & creative strategy
  • 22. Only use video when the message would be lost by any other medium
  • 23. All content must be goal driven
  • 24. How can you build turn these principles into a strategy?
  • 25. 1. Segment by goal
  • 26. Three main goals for video in online marketing http://moz.com/blog/building-a-video-seostrategy @philnottingham
  • 27. 2. Personalise based on audience demographic
  • 28. Know your customer conversion funnel http://www.distilled.net/blog/distilled/content/kill-it-in-contentcreation-by-knowing-your-customer-conversion-funnel/ @philnottingham
  • 29. Tie it to your audience http://www.distilled.net/blog/distilled/using-customersurveys-to-define-your-content-marketing-efforts/ @philnottingham
  • 30. Sign Up For Google Tag Manager @philnottingha @philnottingham
  • 31. Upgrade to Google Universal Analytics http://dis.tl/H2RgUq @philnottingham
  • 32. Universal Analytics Tracks People Not Sessions
  • 33. Customer Database
  • 34. Enable Demographic Data http://dis.tl/H2VhrN @philnottingham
  • 35. User Based Tracking
  • 36. Dimension Widening
  • 37. Go check out Craig Bradford’s presentation http://www.slideshare.net/DistilledSEO/craigbradfordsearchlove-london-2013 @philnottingham
  • 38. Find trends in user behaviour to discover gaps in your content marketing Phil Nottingham @philnottingham
  • 39. Any quick hacks until I get my tracking in order? Phil Nottingham @philnottingham
  • 40. Internal Site Search Phil Nottingham @philnottingham
  • 41. Keyword Research Phil Nottingham @philnottingham
  • 42. Competitor Analysis Phil Nottingham @philnottingham
  • 43. Analysis in Different Verticals Phil Nottingham @philnottingham
  • 44. Three goals for video http://moz.com/blog/building-a-video-seostrategy @philnottingham
  • 45. For each goal you need multiple pieces of content, targeting each of your core user groups
  • 46. Goal 1
  • 47. Viral Videos
  • 48. A creative story attached to your brand http://www.youtube.com/watch?v=cBlRbrB_Gnc @philnottingham
  • 49. Informational Content
  • 50. Tutorials & How-to’s http://youtube.com/rei @philnottingham
  • 51. REI have a great library of informational content http://www.youtube.com/rei @philnottingham
  • 52. Purely Informational with no transactional call to action Phil Nottingham @philnottingham
  • 53. Thought Leadership content
  • 54. “Blogging” video http://www.youtube.com/playlist? list=PLaUepPJV0nAP20cyu55PfQw2Pu7vsvAYi @philnottingham
  • 55. How can I do my own Whiteboard Friday style video? Someone in the audience Phil Nottingham @philnottingham
  • 56. Focus lighting to eliminate shadow and get a balanced colour on the subject
  • 57. Good Sound is more important than good picture
  • 58. Get the microphone as close as possible to the persons face
  • 59. Minimal requirements for a video studio •  •  •  •  DSLR with 50mm lens Any Tripod Lavalier microphone set Three Lights http://wistia.com/blog/your-first-lighting-kit @philnottingham
  • 60. Supporting PR campaigns
  • 61. Video News Releases – get journalists to notice you http://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases @philnottingham
  • 62. Ads
  • 63. Advertise your content library and permission assets http://www.youtube.com/watch?v=kVIGuJeS4y4 @philnottingham
  • 64. Host for maximum visibility @philnottingham
  • 65. Relevant for an audience unfamiliar with your brand Phil Nottingham @philnottingham
  • 66. Use the YouTube Keyword Tool for idea generation https://ads.youtube.com/keyword_tool @philnottingham
  • 67. Optimise for YouTube •  •  •  •  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 throughout the conference Phil Nottingham @philnottingham
  • 68. Measure user engagement, not views https://www.youtube.com/analytics @philnottingham
  • 69. Ensure consistent quality Phil Nottingham @philnottingham
  • 70. How can I optimise my YouTube videos for success with TrueView advertising Phil Nottingham @philnottingham
  • 71. Ensure you force engagement withinin the first five seconds Phil Nottingham @philnottingham
  • 72. Ad Spend = Social Proof
  • 73. 77,000 Views Cost - $8000 (Avg. CPV = 10c
  • 74. And what if I have no budget? Someone in the audience Phil Nottingham @philnottingham
  • 75. Hangout on air http://www.google.com/+/learnmore/hangouts/ onair.html @philnottingham
  • 76. https://vine.co/v/bnqj5qmnIwQ @philnottingham
  • 77. http://instagram.com/p/bT2BGwxkLu @philnottingham
  • 78. Goal 2
  • 79. Use video as part of a creative page type
  • 80. 190 linking root domains http://www.simplybusiness.co.uk/microsites/ wordpress-for-small-businesses/ @philnottingham
  • 81. 64 linking root domains http://www.simplybusiness.co.uk/microsites/ youtube-for-small-business/ @philnottingham
  • 82. Guest post with video
  • 83. Interview your customers Phil Nottingham @philnottingham
  • 84. Interview authorities in your niche http://www.landlordlawblog.co.uk/2013/01/15/tessa-hasa-bad-hair-day-and-gives-out-some-advice-on-camera/ @philnottingham
  • 85. Interview your friends & competitors http://seogadget.com/awsome-excel-skills-for-linkbuilding-and-more-at-linklove/ @philnottingham
  • 86. Interview SERP competitors Phil Nottingham @philnottingham
  • 87. Get interviewed by others http://wistia.com/learning/advanced-seo-withdistilled @philnottingham
  • 88. Create a video others will embed
  • 89. This isn’t the same as “viral content” Phil Nottingham @philnottingham
  • 90. What does it look like then? Phil Nottingham @philnottingham
  • 91. It got awesome links http://www.forbes.com/sites/matthewnewton/ 2011/06/30/anatonomy-of-a-computer-virus/ @philnottingham
  • 92. It got awesome links http://www.scientificamerican.com/article.cfm? id=stuxnet-like-viruses-remain-a-top-us-security-risk @philnottingham
  • 93. 682 links from 214 Domains To video on abc.net.au Phil Nottingham @philnottingham
  • 94. 6,608 links from 517 domains To video on vimeo.com Phil Nottingham @philnottingham
  • 95. When people embed a YouTube / Vimeo video – they don’t link to your site.
  • 96. LRDs   600   500   400   300   517   200   100   214   0   To  own  site   To  vimeo.com   LRDs  
  • 97. How can I prevent this? Phil Nottingham @philnottingham
  • 98. Ensure the video is only visible on your domain to start with Phil Nottingham @philnottingham
  • 99. Use a secure, paid hosting solution Phil Nottingham @philnottingham
  • 100. Phil Nottingham @philnottingham
  • 101. Automatically includes a link back to your domain
  • 102. If you don’t want to use Wistia I’ve made you a tool…. http://dis.tl/video-embed-generator Phil Nottingham @philnottingham
  • 103. But… YouTube and Vimeo can generate social traction Phil Nottingham @philnottingham
  • 104. •  Securely host •  Outreach •  Put on YouTube afterwards Phil Nottingham @philnottingham
  • 105. Bait and Switch! Phil Nottingham @philnottingham
  • 106. Use OSE to work out who has linked to the videos Phil Nottingham @philnottingham
  • 107. Outreach with a value proposition Phil Nottingham @philnottingham
  • 108. Agency side? Do your clients have successful YouTube videos?
  • 109. And what if I have no budget?
  • 110. Custom YouTube Playlists https://developers.google.com/youtube/ @philnottingham
  • 111. http://dis.tl/youtube-playlists-tool @philnottingham
  • 112. Goal 3
  • 113. Identify the gaps in your website’s conversion funnel. Which pages have highest drop off rates?
  • 114. Establish Your Minimum Viable Conversion at every stage in the funnel Craig Bradford @CraigBradford
  • 115. Create content which encourages the MVC
  • 116. Videos FOR Pages Phil Nottingham @philnottingham
  • 117. Videos to help sell a specific product or service
  • 118. Product/category page “conversion” videos http://www.appliancesonline.co.uk @philnottingham
  • 119. A user who watches an Appliances Online video… @philnottingham
  • 120. Is TWICE as likely to convert @philnottingham
  • 121. Spends 9.1% more money @philnottingham
  • 122. •  Soft Sell •  Hard Facts •  Empathy @philnottingham
  • 123. Product Specific Tutorials
  • 124. Offer guidance and explain core functionality Phil Nottingham @philnottingham
  • 125. Best Software for Screencasting PC Mac Phil Nottingham @philnottingham
  • 126. Quick Mobile screen mock-ups http://placeit.breezi.com/
  • 127. Videos to enhance non-commercial pages
  • 128. Distilled has a video on our /contact page https://www.distilled.net/contact/ @philnottingham
  • 129. Get pages ranking with a Rich Snippet http://www.kurtzandblum.com @philnottingham
  • 130. How? @philnottingham
  • 131. Create and submit a video sitemap http://www.distilled.net/blog/video/creatingvideo-sitemaps-for-each-video-hosting-platform/ @philnottingham
  • 132. And/Or Implement Schema.org Mark-up Phil Nottingham @philnottingham
  • 133. Make sure your Facebook Open Graph tags are implemented correctly Phil Nottingham @philnottingham
  • 134. Make use of Twitter Cards Phil Nottingham @philnottingham
  • 135. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience
  • 136. Split Test SERPs with Mechanical Turk http://www.tomanthony.co.uk/tools/serp-turkey/ @philnottingham
  • 137. Create transcriptions and put them in the HTML •  Valuable for users •  Provides unique and relevant text for product pages Phil Nottingham @philnottingham
  • 138. Best paid transcription service Phil Nottingham @philnottingham
  • 139. Use a secure, paid hosting solution @philnottingham
  • 140. The best platform …by some distance http://wistia.com/pricing @philnottingham
  • 141. Don’t use YouTube for “conversion”
  • 142. Use YouTube and you’ll drive traffic to YouTube http://www.youtube.com/appliancesonline @philnottingham
  • 143. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
  • 144. I’ve done some research
  • 145. 95 Individual Company YouTube Channels Phil Nottingham @philnottingham
  • 146. 904,053,617 Views Phil Nottingham @philnottingham
  • 147. Av. CTR = 0.72% Phil Nottingham @philnottingham
  • 148. YouTube does not typically drive much traffic back to your site Phil Nottingham @philnottingham
  • 149. Steals your traffic Doesn’t give much of it back Phil Nottingham @philnottingham
  • 150. Don’t use YouTube to host if you want the traffic Phil Nottingham @philnottingham
  • 151. YouTube is for top of funnel content only http://moz.com/blog/the-marketing-value-of-youtube @philnottingham
  • 152. What should I do with video I already have?
  • 153. Segment: Where in the funnel will it help you?
  • 154. Personalise: Re-edit your content to target that user demographic.
  • 155. Where should I host my video? At least five emails that Phil gets per week
  • 156. Hosting Options YouTube Securely host, then YouTube http://moz.com/blog/building-a-video-seo-strategy Securely Host @philnottingham
  • 157. I want rich snippets, links and my video on YouTube. Can I target every goal with the same video? Several people in the audience Phil Nottingham @philnottingham
  • 158. Technical Implementation can cannibalise Phil Nottingham @philnottingham
  • 159. Content will best support a goal… …when it’s created with that goal in mind Phil Nottingham @philnottingham
  • 160. But you don’t have to reinvent the wheel every time
  • 161. Slight adjustments in targeting will allow you to repurpose Phil Nottingham @philnottingham
  • 162. Build up a library of…. •  •  •  •  Interviews Product shots Screencasts General Views Phil Nottingham @philnottingham
  • 163. Segment your content by goal Recut and re-edit a library of content to get there
  • 164. You don’t have to do everything at once, but do it well. Phil Nottingham @philnottingham
  • 165. Making better pages and better marketing channels Phil Nottingham @philnottingham
  • 166. Use Video when it’s the right form of content for an idea Phil Nottingham @philnottingham
  • 167. Let business goals drive both the technical & creative
  • 168. Think Big @philnottingham
  • 169. Start Small @philnottingham
  • 170. Thanks. Any questions? PHIL NOTTINGHAM phil.nottingham@distilled.net @philnottingham