What a 9-year-old Taught Me about Marketing with Digital Video
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What a 9-year-old Taught Me about Marketing with Digital Video
- 1. What a 9 year-old Taught Me about Marketing with Digital Video #IADMS October 2015 @KentjLewis President & Founder @AnvilMedia www.anvilmedia.com
- 2. Agenda Why Video? Content Strategy Video Marketing Best Practices YouTube Case Studies Resources Q&A 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc2
- 3. 3 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc. My (10) Year-old Inspiration
- 4. Why Video? 4 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc.
- 5. The Ultimate Storytelling Vehicle Video has 5x greater recall than the written word 59% of senior execs would rather watch video 1 HD video = video, audio, images & text 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc5
- 6. Creating Visibility & Engagement Videos are 53x more likely to show up on the 1st page Videos can drive engagement up to 300% 80% of visitors recall video ads in the past month 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc6
- 7. Videos Facilitate Recall & Action 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc7 Video in introductory emails increases CTR 96% Consumers use YouTube throughout the sales cycle Website visitors are 64% more likely to buy after video
- 8. Video by the Numbers: Usage 45.4% of surfers view 17 minutes of video per month 68% of viewers share video links 54% of global Internet traffic will be video in 2016 The average length of videos viewed: 6.1 minutes 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc8
- 9. Video by the Numbers: Advertising Online video ad revenue will reach nearly $5B in 2016 TV ad revenue will decline by nearly 3% (same period) Video ad views topped 35B views in December Video ad (CTR) is 1.84%; highest of digital ad formats 9 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 10. Content Strategy 10 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc.
- 11. Content Development via Research Benchmark the competition & industry Review comments of existing videos Ask your customers what they want to watch Best Practice: Make it Useful x Inspired x Empathetic 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc11
- 12. Content Development via Analytics Analyze video Hot Spots Consider A/B testing content Utilize keyword research tools for trending ideas Look at what is trending on YouTube home page 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc12
- 13. Video Content Funnel Strategy 13
- 14. Funnel Strategy: Content Ideas Awareness: news, trends, interviews & promotions Interest: how-to’s, Q&As, demos & behind the scenes Intent: success stories & product comparisons Purchase: FAQs & training seminars 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc14
- 15. Content Strategy: Tips & Tricks Think Raw (capture footage everywhere) Highlights Rule (edit down for various formats) Create a Series (drip campaigns extend value) Leverage Partners (increase exposure/decrease costs) Product Reviews (drive engagement & conversion) 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc15
- 16. Content Strategy: Format Options Screen-capture Animated photos and images Whiteboard animation 2D animated video Animated video graphics 3D animation Explainer videos 16 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 17. B2B Sales via Video 30-45 second snippets are ideal Create backup 1-2 minute longer features Longer videos ideal for CS & maintenance calls Create a library to address benefits, features, FAQs Synch the videos with mobile devices (vs. wi-fi) 17 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 18. Best Practices 18 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc.
- 19. Video Marketing Best Practices Target duration: 30-120 seconds You have 10 seconds to capture viewers Utilize text boxes & graphics for branding Include a CTA in video close 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc19
- 20. Video Production Best Practices Create text transcript for SEO (& ADA) Create podcast from audio (for iTunes) Create still images for Pinterest, Instagram, Flickr, etc. Protect & track via watermarking, as appropriate 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc20
- 21. Video Promotion Strategies Create a video sitemap (for SEO) Embed & promote videos across web properties Include surrounding text for context Incorporate links/QR codes in print collateral Promote channel/videos in electronic collateral Incorporate into advertising & PR campaigns 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc21
- 23. 23 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc. YouTube
- 24. YouTube by the Numbers YouTube is still the 2nd largest search engine by volume YouTube has over a billion users (30%+ of the Internet) Over 6 billion hours of video are watched each month 300 hours of video are uploaded every minute 80% of YouTube traffic comes from outside the US YouTube’s “ripple effect” drives views of old videos YouTube owns a fifth of the U.S. digital video ad market 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc24
- 25. YouTube Sales Funnel 25 Top Performer 1. High visibility 2. Content-rich 3. Engaging 4. Helpful 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 26. YouTube Channel Specifications 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc26 Key Elements 1. Username/URL 2. About Me 3. Playlists 4. Analytics
- 27. Video Optimization Benefits Improve rankings in search results Generate higher click-through rates Lower bounce rates Generate quality backlinks 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc27
- 28. Video Optimization Factors 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc28
- 29. YouTube SEO Best Practices Title: 120 characters, keyword-loaded & catchy Description: 1,000 characters, 22 visible words + URL Tags: 500 characters total, descriptive elements Category: relevant, based on research Upload complete video transcript for indexing Ranking Factors: Popularity: views, view-through, ratings, playlists, subscribers Engagement: likes, shares, comments, favorites Syndication: embeds, inbound links 29 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 30. Channel Optimization Best Practices Incorporate keywords throughout channel/profile Incorporate keywords in filename, title, description Utilize tags and categorize properly Include a call-to-action & URL in the description 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc30
- 31. YouTube Video Monetization 31 Monetize videos (with significant views) Skippable & non-skippable pre-roll video ads Display and overlay ads Donations via fan-funding program Merchandising via card annotations and cards Sponsored or paid content 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 32. YouTube Ads: AdWords for Video 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc32
- 33. Measuring ROI: Shares & Likes 33 Key YouTube Metrics 1. Likes (per View) 2. Comments (per week) 3. Shares (per Video) 4. Subscribers (per week) - 61% of consumers are more likely to watch company- produced videos that friends have shared - 70% of consumers trust brand recommendations from friends - 38% of consumers think a brand video is worth watching when it’s trending on social sites 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information in this document is copyright protected and the property of Anvil Media, Inc.
- 34. YouTube Analytics 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc34
- 35. Case Study: Concordia University Basketball player Danielle Clauson’s buzzer-beater Featured video campaign on YouTube Backed up with Facebook campaign 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc35
- 36. Case Study: Teva YouTube SEO Objective: Grow YouTube as a viable referral source Strategy: embed research & measurement into process Results: 11,150% increase in referral traffic from YouTube 204% increase in YouTube Channel subscribers 187% increase in video views on YouTube 100% increase in revenue attributed to YouTube traffic 503.595.6050 // www.anvilmediainc.com // © 2013- All Information is this document is copyright protected and the property of Anvil Media Inc36
- 37. Resources 37 503.595.6050 // www.anvilmediainc.com // © 2013 - All Information is this document is copyright protected and the property of Anvil Media, Inc.
- 38. What a 9 year-old Taught Me about Marketing with Digital Video Create a Social Media Strategy on a Shoestring with These Six Tips The Ultimate Guide to Video Marketing on YouTube A quick guide to YouTube Optimization B2B Video Marketing Campaign Best Practices 7 ideas to drastically improve your digital marketing 5 Digital Trends You Need to Embrace Resources: Related Articles (#iadms15)
- 39. 39 Q&A Kent Lewis President & Founder @KentjLewis kent@anvilmedia.com