Personalise and Segment - A video strategy blueprint for 2014

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

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Personalise and Segment - A video strategy blueprint for 2014

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

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