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Building a winning video marketing strategy - #MozCon 2013

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My presentation from MozCon 2013 on building a winning video marketing strategy

Published in: Technology, Business
  • While doing video marketing is the best way to get traffic to your services and products you must have the right tools and software to help you! bit.ly/13FLC30
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  • https://www.facebook.com/pages/A-New-Dimension/465139463535166?ref=ts&fref=ts
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  • Great resources in this, cheers Phil!
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  • Excellent YouTube video marketing insights and work product Phil. The video embed link generator tool will become a must use routine on all future video optimization effort moving forward.
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Building a winning video marketing strategy - #MozCon 2013

  1. 1. #MozCon
  2. 2. Consultant, Distilled Phil.nottingham@distilled.net @philnottingham • Video Marketing Expert • Semi-Professional Pirate • Draft Ale Enthusiast PHIL NOTTINGHAM
  3. 3. I’m originally from a background in Theatre and Film
  4. 4. Perception
  5. 5. Reality
  6. 6. Phil’s first day at Distilled
  7. 7. Phil’s second week at Distilled
  8. 8. Distilled Circa 2013
  9. 9. We’ve hired an editor @philnottingham http://www.distilled.net/about/people/margarita- Iosef/
  10. 10. We’ve started integrating video into more of our marketing campaigns
  11. 11. We’ve started creating video for clients
  12. 12. I want to share some stuff you can take away and use on Thursday
  13. 13. #MozCon Phil Nottingham Building a Winning Video Marketing Strategy
  14. 14. Why do video?
  15. 15. Three main goals for content in Online Marketing @philnottingham http://moz.com/blog/building-a-video-seo- strategy
  16. 16. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
  17. 17. There are massive rewards for doing it well @philnottinghamPhil Nottingham
  18. 18. Common objections to investing in video marketing
  19. 19. Our clients can’t afford to do video A lot of agencies @philnottinghamPhil Nottingham
  20. 20. This is partially true @philnottingham http://www.seomoz.org/seo-industry- survey#spending-and-budgets Average consulting budgets are ~ $2000 per month
  21. 21. But short sighted @philnottingham http://www.unrulymedia.com/article/10-04-2013/video- advertising-market-increases-46-2012-digital-spend- smashes-£5billion-mark-f Pitch for a fraction of these budgets
  22. 22. Paid Organic @philnottinghamPhil Nottingham
  23. 23. We can’t afford to make videos ourselves Some In-house people @philnottinghamPhil Nottingham
  24. 24. $500 Camcorder $50 Tripod $100 lapel microphone set $500 lighting rig Total: $1150 @philnottinghamPhil Nottingham
  25. 25. Yeah... but Phil…we don’t have the skills to produce video… Several people in the audience @philnottinghamPhil Nottingham
  26. 26. The people who do are cheap • http://www.mandy.com • http://www.shootingpeople.org • http://searchlight.com • http://skillset.org • http://www.productionhub.com • http://www.filmandtvpro.com/us/ @philnottinghamPhil Nottingham
  27. 27. There’s tons of resources online to help you learn • http://www.creativecow.net • http://philipbloom.net/ • http://www.lynda.com • http://ae.tutsplus.com • http://www.videocopilot.net • http://www.izzyvideo.com • http://finalcutking.com @philnottinghamPhil Nottingham
  28. 28. Here’s how to do it
  29. 29. Common Method: Form Driven @philnottinghamPhil Nottingham We need to do video What can we do a video about? Make video Optimise video
  30. 30. Form Must Follow Function @philnottinghamPhil Nottingham
  31. 31. Strategic Approach: Goal Driven @philnottinghamPhil Nottingham We need to improve What’s the best way to do that? Video? Define technical & creative strategy“X”
  32. 32. Only use video when the message would be lost by any other medium
  33. 33. Why do video?
  34. 34. Three main goals for Video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
  35. 35. Goal 1
  36. 36. Videos to help sell a specific product or service @philnottingham
  37. 37. http://www.appliancesonline.co.uk @philnottingham
  38. 38. A user who watches an Appliances Online video… @philnottingham
  39. 39. Is TWICE as likely to convert @philnottingham
  40. 40. Spends 9.1% more money @philnottingham
  41. 41. Videos FOR Pages
  42. 42. • Soft Sell • Hard Facts • Empathy @philnottingham
  43. 43. Include transcriptions in the HTML @philnottinghamPhil Nottingham • Valuable for users • Provides unique and relevant text for product pages
  44. 44. Best paid transcription service @philnottinghamPhil Nottingham
  45. 45. Ensure you get Rich Snippets @philnottinghamhttp://www.kurtzandblum.com
  46. 46. How? @philnottingham
  47. 47. Use a secure, paid hosting solution @philnottingham
  48. 48. The best platform …by some distance @philnottinghamhttp://wistia.com/pricing
  49. 49. Create and submit a video sitemap @philnottingham http://www.distilled.net/blog/video/creating- video-sitemaps-for-each-video-hosting-platform/
  50. 50. How can I work out whether my pages will benefit from having video rich snippets? Someone in the audience @philnottingham
  51. 51. Split Test SERPs with Mechanical Turk @philnottinghamhttp://www.tomanthony.co.uk/tools/serp-turkey/
  52. 52. Don’t use YouTube for “conversion”
  53. 53. Use YouTube and you’ll drive traffic to YouTube @philnottinghamhttp://www.youtube.com/appliancesonline
  54. 54. I don’t see why that’s such a problem. Can’t YouTube also drive to your site Traffic? Someone in the audience @philnottingham
  55. 55. 1. Link back to site on YouTube Channel homepage @philnottinghamPhil Nottingham Two places for (nofollow) links
  56. 56. 2. Link back to site with annotations @philnottinghamPhil Nottingham For YouTube Partners only (must allow advertising on your channel)
  57. 57. 3. Link back to site with paid overlays @philnottinghamPhil Nottingham Organic clicks are free!
  58. 58. 4. Link back to site in video descriptions @philnottinghamPhil Nottingham Naked URL Only. rel=“nofollow”
  59. 59. I’ve done some research
  60. 60. 95 Individual Company YouTube Channels @philnottinghamPhil Nottingham
  61. 61. 904,053,617 Views @philnottinghamPhil Nottingham
  62. 62. @philnottinghamPhil Nottingham Av. CTR = 0.72%
  63. 63. CTR from YouTube = 4.37% @philnottingham http://www.youtube.com/rei
  64. 64. YouTube does not typically drive much traffic back to your site @philnottinghamPhil Nottingham
  65. 65. @philnottinghamPhil Nottingham Up to 99% of potential traffic lost
  66. 66. Steals your traffic @philnottinghamPhil Nottingham Doesn’t give much of it back
  67. 67. Don’t use YouTube for “conversion” videos! @philnottinghamPhil Nottingham
  68. 68. So What’s YouTube useful for then? @philnottinghamPhil Nottingham
  69. 69. Goal 2
  70. 70. A creative story attached to your brand @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
  71. 71. @philnottinghamPhil Nottingham Purely Informational Content
  72. 72. REI have nailed this @philnottinghamhttp://www.youtube.com/rei
  73. 73. Relevant for an audience unfamiliar with your brand @philnottinghamPhil Nottingham
  74. 74. Use the YouTube Keyword Tool for idea generation @philnottinghamhttps://ads.youtube.com/keyword_tool
  75. 75. Optimise for YouTube @philnottingham • 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 in the bar Phil Nottingham
  76. 76. Measure user engagement, not views @philnottinghamhttps://www.youtube.com/analytics
  77. 77. Ensure consistent quality to boost overall rankings @philnottinghamPhil Nottingham
  78. 78. Goal 3
  79. 79. Using video as part of a creative page type
  80. 80. @philnottingham http://www.simplybusiness.co.uk/microsites/wordpre ss-for-small-businesses/ 190 linking root domains
  81. 81. @philnottingham http://www.simplybusiness.co.uk/microsites/yout ube-for-small-business/ 38 linking root domains (but it’s new)
  82. 82. Creating a video others will embed
  83. 83. This isn’t the same as “viral content” @philnottinghamPhil Nottingham
  84. 84. What does it look like then? @philnottinghamPhil Nottingham
  85. 85. It got awesome links @philnottingham http://www.forbes.com/sites/matthewnewton/2011/0 6/30/anatonomy-of-a-computer-virus/
  86. 86. It got awesome links @philnottingham http://www.scientificamerican.com/article.cfm?id=st uxnet-like-viruses-remain-a-top-us-security-risk
  87. 87. 682 links from 214 Domains To video on abc.net.au @philnottinghamPhil Nottingham
  88. 88. 6,608 links from 517 domains To video on vimeo.com @philnottinghamPhil Nottingham
  89. 89. 214 517 0 100 200 300 400 500 600 To own site To vimeo.com LRDs LRDs
  90. 90. How can I prevent this? @philnottinghamPhil Nottingham
  91. 91. Ensure the video is only visible on your domain @philnottinghamPhil Nottingham
  92. 92. Use a secure, paid hosting solution @philnottinghamPhil Nottingham
  93. 93. Customise your embed code to include a link <iframe src="http://fast.wistia.net/embed/iframe/0te38p6mc9?controlsVisibleOnLoad=true&pl ayerColor=83a529&version=v1&videoHeight=432&videoWidth=768&volumeControl=t rue" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" width="768" height="432"></iframe></br>via <a href="http://www.example.com/product- page">Distilled's client</a> @philnottinghamhttp://dis.tl/video-embed-generator
  94. 94. I’ve made you a tool… @philnottinghamPhil Nottingham http://dis.tl/video-embed-generator
  95. 95. But… YouTube and Vimeo can generate social traction @philnottinghamPhil Nottingham
  96. 96. Bait and Switch (White hat style)
  97. 97. • Securely host • Outreach • Put on YouTube afterwards @philnottinghamPhil Nottingham
  98. 98. Use OSE to work out who has linked to the videos @philnottinghamPhil Nottingham
  99. 99. Outreach with a value proposition @philnottinghamPhil Nottingham
  100. 100. Agency Protip: Do your clients have successful YouTube videos?
  101. 101. Blogging Video
  102. 102. Invest in the skills and facilities @philnottinghamhttp://www.simplybusiness.co.uk/ Simply Business spent ~ $15,000
  103. 103. Interview your customers @philnottinghamPhil Nottingham
  104. 104. Interview authorities in your niche @philnottinghamhttp://www.landlordlawblog.co.uk/2013/01/15/tessa-has- a-bad-hair-day-and-gives-out-some-advice-on-camera/
  105. 105. Interview your friends & competitors @philnottingham http://seogadget.com/awsome-excel-skills-for-link- building-and-more-at-linklove/ Thanks for the link SEOgadget!
  106. 106. Building links with no budget at all for video
  107. 107. Custom YouTube Playlists @philnottinghamhttps://developers.google.com/youtube/
  108. 108. http://dis.tl/youtube-playlists-tool @philnottingham
  109. 109. “I want rich snippets, links and my video on YouTube. Can I do all the approaches?” @philnottinghamPhil Nottingham Several people in the audience
  110. 110. Technical Implementation can cannibalise @philnottinghamPhil Nottingham
  111. 111. Content will best support a goal… …when it’s created with that goal in mind @philnottinghamPhil Nottingham
  112. 112. Three main goals for video @philnottingham http://moz.com/blog/building-a-video-seo- strategy
  113. 113. But you don’t have to reinvent the wheel every time
  114. 114. Hire an editor
  115. 115. ~ $300 per day @philnottinghamPhil Nottingham
  116. 116. Segment your content by goal Recut and re-edit a library of content to get there
  117. 117. Your Blueprint Winning Video Strategy
  118. 118. Invest in camera, lights and mics
  119. 119. 1. Tutorials & How-to’s @philnottinghamhttp://youtube.com/rei
  120. 120. 2. Thought leadership “Blogging” video @philnottingham http://www.youtube.com/playlist?list=PLaUepPJ V0nAP20cyu55PfQw2Pu7vsvAYi
  121. 121. 3. Video News Releases – get journalists to notice you @philnottinghamhttp://www.bbc.co.uk/guidelines/editorialguidelines/page/ guidance-video-news-releases
  122. 122. Hire production resource
  123. 123. ~ $600 per day @philnottinghamPhil Nottingham
  124. 124. Build up a library of…. • Interviews • Product shots • Screencasts • General Views @philnottinghamPhil Nottingham
  125. 125. 4. Create Product/category page “conversion” videos @philnottinghamhttp://www.appliancesonline.co.uk
  126. 126. 5. Recut those videos and get links from customers/affiliates etc. @philnottinghamPhil Nottingham
  127. 127. 6. Create videos to augment corporate and people Pages @philnottingham https://www.huddle.com/resources/collaboration- videos/huddle-behind-the-scenes/
  128. 128. Bigger Budgets?
  129. 129. 7. Link bait @philnottingham http://www.distilled.net/blog/distilled/a-new- species-video-infographics/
  130. 130. 8. Creative Stories @philnottinghamhttp://www.youtube.com/watch?v=cBlRbrB_Gnc
  131. 131. 9. Advertise your content library and permission assets @philnottinghamhttp://www.youtube.com/watch?v=kVIGuJeS4y4
  132. 132. No Budget at all?
  133. 133. 10. Vine @philnottinghamhttps://vine.co/v/bvP0zgpe9Oa
  134. 134. 11. Instagram Video @philnottingham http://mashable.com/2013/06/20/instagram- video-brands/
  135. 135. 12. Hangout on air @philnottingham http://www.google.com/+/learnmore/hangouts/on air.html
  136. 136. Key Takeaways
  137. 137. You don’t have to do everything at once, but do it well. @philnottinghamPhil Nottingham
  138. 138. Pitch to go slower @philnottinghamPhil Nottingham
  139. 139. Making better pages and better marketing channels @philnottinghamPhil Nottingham
  140. 140. Use Video when it’s the right form of content for an idea @philnottinghamPhil Nottingham
  141. 141. Let business goals drive both the technical & creative
  142. 142. Think Big @philnottingham
  143. 143. @philnottingham Start Small
  144. 144. #MozCon
  145. 145. #MozCon Follow me on the intersociables! @philnottingham https://plus.google.com/u/0/108142199216449113222654765 213246524646542434654342121546965797652416352432765 14967856352416546546587987987652410000000000000001 Do a graph search for “SEO in London who looks a bit like any character from Lord of the Rings”
  146. 146. #MozCon Sources • Appliancesonline.co.uk • Rei.com • Video = Form Shutterstock • Form must follow function Just google images • Creative Story Lacoste campaign on youtube • Purely information content Shutterstock • Business Goals Shutterstock • Re-edit library Shutterstock • Think Big Shutterstock • Start small Shutterstock

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