Video and Marketing Plan
Agenda
• Video Marketing Strategy
– Create
– Publish
– Promote
– Measure
Video Creation Process
• Set Goals and Determine Trade-Offs Beforehand
including
• What are we trying to get out of the vi...
Create: Match Production Resource to
Video Type
Video Type
• Demos
• Interviews
• Campaign messaging
• Case Studies
• Cust...
Create: Video Content Creation
Guidelines
• Shorten: REELSEO research shows that the first 15 secs
are most important
• Sc...
Publish: Focus on YouTube
• Publish videos on our web site, but focus on Youtube
• YouTube is the most popular platform fo...
Promote: YouTube
However
• 99.67% of YouTube videos have
less than 1M views
• .“…most YouTube videos get less
than a coupl...
Overall Video Promotion guidelines
• Blog to accompany every video
• Every video published across all social media
platfor...
Promote: Outreach Tactics
• Focus on titles and descriptions
– Show as page-head meta tag in search results
– Use descript...
Promote: Engagement Tactics
•
•
•
•
•

Encourage embedding
Allow commenting, rating
Make available on mobile devices
Use a...
Measure: Video Analytics
• Views on Web Site/YouTube
– Minimum view goal for every video is X00 views
Clicks/shares on Soc...
Thank You
=
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Video marketing plan

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Useful 11-slide deck for marketing professionals that covers the basics of video marketing including objectives, scripting, production, promotion and measurement.

Published in: Marketing, Business, Technology
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Video marketing plan

  1. 1. Video and Marketing Plan
  2. 2. Agenda • Video Marketing Strategy – Create – Publish – Promote – Measure
  3. 3. Video Creation Process • Set Goals and Determine Trade-Offs Beforehand including • What are we trying to get out of the video? • How important is entertainment vs. information • Who are we trying to reach: Wide Reach vs. Targeted Campaign • What are the measurement goals and key performance indicators? • How important are production values vs. cost
  4. 4. Create: Match Production Resource to Video Type Video Type • Demos • Interviews • Campaign messaging • Case Studies • Customer testimonials • Tutorials Resource (add your own resources here) • Commverge • Free-lance in region • RJ/Pop Tent • Flying Moose • Sixth Sense, Flying Moose • In-house
  5. 5. Create: Video Content Creation Guidelines • Shorten: REELSEO research shows that the first 15 secs are most important • Scripting: Following are key elements of B2B videos – – – – – – Storyboard Engage: Solve a pressing need Entertain Educate Differentiate • Consider Teaser before the “corporate intro” • Subtitles, Captioning, Translations
  6. 6. Publish: Focus on YouTube • Publish videos on our web site, but focus on Youtube • YouTube is the most popular platform for video engagement online with 81.9% of total embedded and linked videos; Sysomos.comYouTube Report • Other Fun Facts – – – – YouTube has over 800 million unique users. YouTube receives over 4 billion video views…per day In 2011 YouTube had over one TRILLION video views In one minute online there are 100 new accounts created on LinkedIn, 100,000 tweets sent on Twitter, 277,000 log ins on Facebook and 2.8 million videos viewed on YouTube.
  7. 7. Promote: YouTube However • 99.67% of YouTube videos have less than 1M views • .“…most YouTube videos get less than a couple of hundred views.” -- TubeMogul • • • • • • • • • • • • • • • YouTube Ranking Factors Title Description Tags Views & frequency Likes, dislikes Playlist additions Flagging Shares Comments Age of video Video Responses Subscribers Favorites Embeds & inbound links
  8. 8. Overall Video Promotion guidelines • Blog to accompany every video • Every video published across all social media platforms (Twitter, Facebook, LinkedIn) both as part of blog post and individual asset • Every video placed on homepage for first two weeks of release, whether in banner or box • At least two videos should be promoted each month. • Consider Sales Email promotion
  9. 9. Promote: Outreach Tactics • Focus on titles and descriptions – Show as page-head meta tag in search results – Use descriptive fields (the more data the better) • Utilize playlists • Create closed caption/subtitles – Gets indexed • Utilize translations • Try YouTube promoted videos – Pay per click/view; keywords • Try posting to industry blogs • Send internally with links • Post to social networks
  10. 10. Promote: Engagement Tactics • • • • • Encourage embedding Allow commenting, rating Make available on mobile devices Use annotations Post on social media
  11. 11. Measure: Video Analytics • Views on Web Site/YouTube – Minimum view goal for every video is X00 views Clicks/shares on Social Media • Web visitors referred from YouTube • Email views – High Value Contact views/Cost per HVC view • KPI: Cost per view
  12. 12. Thank You =

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