How to Use OnlineVideo for MarketingMike Volpe                            Karen RubinVP Marketing @HubSpot   Product Owner...
Outbound Marketing
Outbound Marketing is Broken                               800-555-1234                               Annoying            ...
Marketing Has Changed   1950 - 2000          2000 - 2050
Inbound Marketing   Blog        SEO   Social Media
Inbound Marketing  Process                      ToolsGet Found                Get Found• Publish                • Content ...
Online Video Marketing   Publish   Optimize   Promote   Analyze
Online Video Marketing   Publish   Optimize   Promote   Analyze
What to Publish?•   Blog•   Podcast•   Videos•   Photos•   Presentations•   eBooks•   News Releases•   Anything…
Where to Publish?
Video Content Trade-Off Informative              Entertaining • Interviews         • Music videos • Webinars           • S...
Video Content Tips   Short is sweet   Focus on first 10 seconds   Live videos require no editing   Camera shy? Try screen ...
Short is Sweet        http://www.youtube.com/watch?v=Q3yCB7AvvAk
Focus on First 10 Seconds        http://www.youtube.com/watch?v=4-lGe5MnBlY
Attention Declines Rapidly• Shorter almost  always better• Command  attention at start• Fast pace keeps  attention• Data f...
Live Video Requires No Editing        http://www.youtube.com/watch?v=t74O5rACAP4
Camera Shy? Try Screen Recording       http://www.youtube.com/watch?v=0glUGk81Kyg
Be Yourself        http://www.youtube.com/watch?v=R6duq7Z3zO4
Iterate          http://www.youtube.com/watch?v=CnNsy5W7FuY
Camera  Cheap is fine (under $500)  External microphone jack  HD is not required for web  Widescreen (16:9) is a good idea
Other Gear   Lighting helps a lot   • Target, Walmart or Craigslist   Cheaper microphones are ok   Tripod   Screen recordi...
Editing   Free software is fine   • Mac iMovie or Windows Movie Maker   Time consuming   • Allocate time to the right videos
Things to Avoid for Video   Backlight or window backgrounds   Expensive camera   Tile floors or empty rooms (echo!)   Expe...
Technical Video Formats   .WMV   • Windows format for the web   .MOV   • Apple format for iTunes and the web   .M4V   • Ap...
Technical Video Formats - Shortcut   Record and edit video in any format   • Use what works with your camera & software   ...
Publishing Everywhere EasilyIf you are interested in testing Visible Measures upcoming product,email alpha@visiblemeasures...
Online Video Marketing   Publish   Optimize   Promote   Analyze
Video Optimization Trade-Off  Search (SEO)          Social / Viral • Descriptive          • Enticing • Straight-          ...
Video Title Optimization Trade-Off  Search (SEO)            Social / Viral    “Optimize            “Dude, Cold LinkedIn Pr...
Video SEO for Blogging                    Embed video in                   blog                   Add “show notes”        ...
SEO for YouTube   Title & Description   Tags   Popularity / Views   Inbound Links / Embeds   Ratings & Comments
YouTube SEO – Title & Description  Title  Description  • Include a link
YouTube SEO – Tags  Tags  • Not visible on public video page
YouTube SEO – Popularity / Views  Views  Not always real time  More popular = more promotion
YouTube SEO – Links / Embeds  Better videos  Promote your videos
YouTube SEO – Ratings & Comments  Controversial or shocking  Encourage people to rate
SEO for iTunes   Title, Artist, Description   Reviews   Subscribers / popularity   Appealing image
iTunes SEO – Title, Artist, Description   Title   Artist   Description
iTunes SEO – Reviews & Popularity  Reviews: Ask your viewers!  Subscribers / Popularity: Promotion!
iTunes SEO - Appealing Image
Online Video Marketing   Publish   Optimize   Promote   Analyze
Promote Everywhere
Twitter • Tweet about it (a couple times is OK) • Use a URL shortener to track • Add a “Tweet This” button next to it • As...
Facebook • Post the YouTube link in your status • Post the video to your business page   and/or group • Encourage your com...
LinkedIn • Post a YouTube link in your status • Send it to your LinkedIn group • Encourage your company to post it
StumbleUpon • Submit the YouTube URL as video • Play with StumbleUpon a little bit first   • http://blog.hubspot.com/blog/...
Blog • Embed in your blog • Add text for SEO • Respond to comments • Encourage your   company to blog it
Leverage Your Whole Company
Paid Promotion   Usually not worth the time   YouTube has PPC program   StumbleUpon is $0.05 per visitor
What is Viral?    Stalled: Never break   1 million views    Embraced: Around 4   million views    Break out: Long time,   ...
Online Video Marketing   Publish   Optimize   Promote   Analyze
YouTube Insights  Where did my views come from?
YouTube Insights  Who is watching my videos?
YouTube Insights  What is engaging in my videos?
Blip.tv Stats
Visible Measures / Tube Mogul
Try a Call to Action at the End         http://www.youtube.com/watch?v=4-lGe5MnBlY
HubSpot: Traffic, Leads, Customers                        Visitors from YouTube                Visitors        Leads      ...
Thank You!www.HubSpot.com/free-trialwww.Grader.comwww.HubSpot.tvMike Volpe                                 Karen RubinVP M...
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[Hub spot] How to use online video for marketing

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[Hub spot] How to use online video for marketing

  1. 1. How to Use OnlineVideo for MarketingMike Volpe Karen RubinVP Marketing @HubSpot Product Owner @HubSpotTwitter: @mvolpe Twitter: @karenrubin
  2. 2. Outbound Marketing
  3. 3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  4. 4. Marketing Has Changed 1950 - 2000 2000 - 2050
  5. 5. Inbound Marketing Blog SEO Social Media
  6. 6. Inbound Marketing Process ToolsGet Found Get Found• Publish • Content Mgmt• Promote • Blogging• Optimize • Social Media • SEO Get Found • AnalyticsConvert Convert• Test • Offers / CTAs• Target Convert • Landing Pages• Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
  7. 7. Online Video Marketing Publish Optimize Promote Analyze
  8. 8. Online Video Marketing Publish Optimize Promote Analyze
  9. 9. What to Publish?• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases• Anything…
  10. 10. Where to Publish?
  11. 11. Video Content Trade-Off Informative Entertaining • Interviews • Music videos • Webinars • Spoof / comedy • Demos • Drama
  12. 12. Video Content Tips Short is sweet Focus on first 10 seconds Live videos require no editing Camera shy? Try screen recording Be yourself, outline not script Iterate
  13. 13. Short is Sweet http://www.youtube.com/watch?v=Q3yCB7AvvAk
  14. 14. Focus on First 10 Seconds http://www.youtube.com/watch?v=4-lGe5MnBlY
  15. 15. Attention Declines Rapidly• Shorter almost always better• Command attention at start• Fast pace keeps attention• Data from EyeView Digital (www.EyeViewDigital.com)
  16. 16. Live Video Requires No Editing http://www.youtube.com/watch?v=t74O5rACAP4
  17. 17. Camera Shy? Try Screen Recording http://www.youtube.com/watch?v=0glUGk81Kyg
  18. 18. Be Yourself http://www.youtube.com/watch?v=R6duq7Z3zO4
  19. 19. Iterate http://www.youtube.com/watch?v=CnNsy5W7FuY
  20. 20. Camera Cheap is fine (under $500) External microphone jack HD is not required for web Widescreen (16:9) is a good idea
  21. 21. Other Gear Lighting helps a lot • Target, Walmart or Craigslist Cheaper microphones are ok Tripod Screen recording • Camtasia ($) or CamStudio (open source)
  22. 22. Editing Free software is fine • Mac iMovie or Windows Movie Maker Time consuming • Allocate time to the right videos
  23. 23. Things to Avoid for Video Backlight or window backgrounds Expensive camera Tile floors or empty rooms (echo!) Expensive editing software http://www.youtube.com/watch?v=4R49OWIMvbY
  24. 24. Technical Video Formats .WMV • Windows format for the web .MOV • Apple format for iTunes and the web .M4V • Apple format for iTunes, iPods and iPhones Flash • Most compatible - use for all web posting!
  25. 25. Technical Video Formats - Shortcut Record and edit video in any format • Use what works with your camera & software Upload to video sharing sites • YouTube, Blip.tv, Vimeo, Viddler, Metacafe… They convert the file for you • They all use flash as their format Embed from video sharing sites • Just cut and paste the HTML code
  26. 26. Publishing Everywhere EasilyIf you are interested in testing Visible Measures upcoming product,email alpha@visiblemeasures.com with subject “HubSpot”
  27. 27. Online Video Marketing Publish Optimize Promote Analyze
  28. 28. Video Optimization Trade-Off Search (SEO) Social / Viral • Descriptive • Enticing • Straight- • Fun forward • Mysterious • Relevant keywords
  29. 29. Video Title Optimization Trade-Off Search (SEO) Social / Viral “Optimize “Dude, Cold LinkedIn Profile Calling is for for SEO” Losers”
  30. 30. Video SEO for Blogging Embed video in blog Add “show notes” or transcription
  31. 31. SEO for YouTube Title & Description Tags Popularity / Views Inbound Links / Embeds Ratings & Comments
  32. 32. YouTube SEO – Title & Description Title Description • Include a link
  33. 33. YouTube SEO – Tags Tags • Not visible on public video page
  34. 34. YouTube SEO – Popularity / Views Views Not always real time More popular = more promotion
  35. 35. YouTube SEO – Links / Embeds Better videos Promote your videos
  36. 36. YouTube SEO – Ratings & Comments Controversial or shocking Encourage people to rate
  37. 37. SEO for iTunes Title, Artist, Description Reviews Subscribers / popularity Appealing image
  38. 38. iTunes SEO – Title, Artist, Description Title Artist Description
  39. 39. iTunes SEO – Reviews & Popularity Reviews: Ask your viewers! Subscribers / Popularity: Promotion!
  40. 40. iTunes SEO - Appealing Image
  41. 41. Online Video Marketing Publish Optimize Promote Analyze
  42. 42. Promote Everywhere
  43. 43. Twitter • Tweet about it (a couple times is OK) • Use a URL shortener to track • Add a “Tweet This” button next to it • Ask your company to Tweet it
  44. 44. Facebook • Post the YouTube link in your status • Post the video to your business page and/or group • Encourage your company to post it
  45. 45. LinkedIn • Post a YouTube link in your status • Send it to your LinkedIn group • Encourage your company to post it
  46. 46. StumbleUpon • Submit the YouTube URL as video • Play with StumbleUpon a little bit first • http://blog.hubspot.com/blog/tabid/6307/bid/4108/28-Tips-To- Make-You-a-StumbleUpon-Superstar.aspx
  47. 47. Blog • Embed in your blog • Add text for SEO • Respond to comments • Encourage your company to blog it
  48. 48. Leverage Your Whole Company
  49. 49. Paid Promotion Usually not worth the time YouTube has PPC program StumbleUpon is $0.05 per visitor
  50. 50. What is Viral? Stalled: Never break 1 million views Embraced: Around 4 million views Break out: Long time, ultimately 10+ million For B2B, HubSpot considers it a views – Rare success if you get Data from Visible Measures just 10,000 views (http://www.visiblemeasures.com/news-and- events/blog/bid/8920/The-Anatomy-of-a-Viral- on YouTube. Video-Ad-Campaign-in-Today-s-Advertising-Age)
  51. 51. Online Video Marketing Publish Optimize Promote Analyze
  52. 52. YouTube Insights Where did my views come from?
  53. 53. YouTube Insights Who is watching my videos?
  54. 54. YouTube Insights What is engaging in my videos?
  55. 55. Blip.tv Stats
  56. 56. Visible Measures / Tube Mogul
  57. 57. Try a Call to Action at the End http://www.youtube.com/watch?v=4-lGe5MnBlY
  58. 58. HubSpot: Traffic, Leads, Customers Visitors from YouTube Visitors Leads Customers SEO 5,289 754 12 YouTube 834 72 3 Social Media 511 28 1
  59. 59. Thank You!www.HubSpot.com/free-trialwww.Grader.comwww.HubSpot.tvMike Volpe Karen RubinVP Marketing @HubSpot Product Owner @HubSpotTwitter: @mvolpe Twitter: @karenrubin

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