1.
@PHILNOT TINGHAM

2.
Technology has made
commercial relationships
less human

3.
How have we tried to fix this?

4.
Demonstrate Legitimacy

5.
Demonstrate Credibility

6.
Demonstrate Professionalism

7.
All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

8.
Enter Video

9.
@thecrafty

10.
Video Allows you to…
Build Trust
Create a human connection
Tell a story

11.
At Every Stage in the funnel

12.
S O M E O N E I N T H E A U D I E N C E
“But Phil, We don’t know how to do video”

13.
wistia.com/library/diy-office-video-studio

14.
Today’s Agenda…
On-Site

15.
My mission…
To give you something today that
you can immediately put into
action on Monday to improve
your video marketing

16.
LOTS OF INCREDULOUS PE OPLE AT MARKETING CONFERENCES
“The world’s second biggest search engine
after Google!”

17.
Facebook

18.
Google

19.
Bing

20.
YouTube

21.
It’s designed for
finding things, but also
for conversation and
collaboration

22.
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

23.
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

24.
S O M E O N E I N T H E A U D I E N C E
“How can I work out what my audience are
looking for? ”

25.
Keyword Research for
YouTube!
……is not really a thing

26.
Find out what’s worked
before

27.
S O M E O N E I N T H E A U D I E N C E
“What’s the most popular type of content
on YouTube?”

28.
Video = Aural + Visual

29.
YouTube = Aural+ Visual

30.
Test before you invest

31.
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

32.
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

33.
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos

34.
Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos
4. Go and actually produce the videos which gain the most views

35.
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

36.
PHIL NOT TINGHAM
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong….”

37.
Clicks > Keywords

38.
Best Practice for YouTube titles
✦
“Clicky” title
✦
< 55 characters
✦
Explicit value proposition
✦
Thumbnail is congruent with title

39.
YouTube Suggested Video Traffic
Operation “Buzzfeed”

40.
Custom thumbnail = 35% increase in play rate

41.
Think of thumbnails like
movie posters

42.
How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

43.
A Typical Brand YouTube Channel

44.
YouTube
Channel
Framework
✦
Hygiene
✦
Hub
✦
Hero

45.
YouTube
Channel
Framework
✦
Hygiene - Traffic from Search
✦
Hub - Traffic from Browsing
✦
Hero - Traffic from Social shares

46.
Use Annotations to drive next
actions

47.
Typical CTR …..
1.3%

48.
If you include the word
“click”
2.6% (+202%!)

49.
Use cards to encourage users
to watch other videos

50.
Use playlists to rank for
topical queries

51.
Facebook video is Mobile video

52.
YouTube = Aural + Visual

53.
Facebook = Aural + Visual

54.
PAY TO PLAY = PAY TO GET ON
THE WAITING LIST

55.
Content is a starting point for
conversation

56.
Why will people care?
How will people engage?

57.
Why will people care?
✦
Educates / informs
✦
Makes them look good
✦
Parasocial relationships
✦
Provides shared experience
✦
Surprises
✦
Provides amusement
✦
Thrills or excites
✦
Supports political/social views

58.
How will people engage?
✦
Leave a comment
✦
Like the video
✦
Visit the page
✦
Share to own timeline
✦
Share on friend’s timeline
✦
Share via email/DM

59.
Best Practice for Facebook titles
✦
Provide counterpoint or context
✦
Indicate reward for viewing with sound
✦
Can be nuanced and suggestive
✦
CTA included in text

60.
On-Site Video
V I D E O O N YO U R W E B S I T E

61.
“This is who we are”
CULTURE VIDEOS

62.
“This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

63.
A B O U T PAG E

64.
“This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

65.
Don’t use these platforms for your on-site video…

66.
A paid platform will give you much better data

67.
Video SEO still matters…

68.
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…

69.
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage

70.
In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage
Unreliable and can
affect page speed
Fast, reliable and
unobtrusive

71.
Customise your video player

72.
Branded player colour = 19% increase in play rate

73.
Use Turnstiles & CTAs to drive
next actions

74.
0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%
End
2.3x
4.5x
Turnstile Conversion Rate by Location

75.
Average CTR - 12.1%

76.
Average CTR - 13.6%
(+18%)

77.
Just one more thing…

78.
300% increase in clicks vs
regular image

79.
Ok, maybe one final thing…

80.
Crawled 100K Keywords

81.
Crawled 375K Landing Pages

82.
0.25% of pages had a video on
them

83.
Let’s change that number

84.
B U T F I R S T …

85.
E V E R YO N E TO T H E BA R !