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PixTV 28: YouTube for eCommerce: 5 Critical Success Factors for Using Video to Sell Online


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It goes without saying that video is fast becoming a "must-do" for e-retailers as they discover the dramatic effect video has on the online sales of their products. Even so, there's plenty you can do to fully optimize your own video assets, maximizing your sales.

In this retail-focused session, you’ll learn about:

Combing video with product offerings
Integrating YouTube with eCommerce sites
Key metrics for campaign performance
Best practices from top e-tailers
Effective conversion strategies

Pixability is regarded as one of the top YouTube marketing companies in the world. Please join us as we share our experience of over 10,000 YouTube channels and millions of business videos. Nobody knows online video better than Pixability.

Published in: Business
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PixTV 28: YouTube for eCommerce: 5 Critical Success Factors for Using Video to Sell Online

  1. 1. YouTube foreCommercePixability TV 28 Webinar March 6, 2013 © 2012 Pixability, Inc. Confidential. All rights reserved.
  2. 2. Agenda Some Facts: eCommerce and YouTube 5 Critical Success Factors:1. Have the Right Content Strategy2. Use YouTube Ads and SEO3. Optimize Your Channel for Conversions4. Use Video on Your Site5. Measure Your Success 2
  3. 3. Questions? Twitter: @pixability #pixtv28 3
  4. 4. Pixability @ SXSWSunday, March 1012:30 – 1:30pm 4
  5. 5. PixabilityWe solve YouTube for marketers and agencies Advertising Content Marketing Solutions Solutions Drive targeted traffic quickly Build a long-term audience On
  6. 6. eCommerce and YouTube 6
  7. 7. YouTube Is the Dominant Video PlatformDominating in monthly video views Attracting younger viewers than TV Yahoo Facebook 33% Vevo YouTube VS . Viacom 67 % Microsoft AOL 154M U.S. Amazon VS Ages 18-49 Ages 50+ viewers Turner . 18.2B U.S. video views per month Vimeo Prime 24% Widest reach in mobile/ Time game TV 76% consoles/connect ed TVs
  8. 8. YouTube eCommerce Is Growing Quickly
  9. 9. The Big Guys Are Doing ItThe biggest marketers in the world are already using YouTubeto reach their customers Monthly videos published on YouTube by global Top 100 Brands (Source: Pixability Video Radar)
  10. 10. …And People Are Buying 52% of consumers say that watching product videos makes them more confident in their online purchase decisions. Source: Internet Retailer 4 in 10 shoppers visited a store online or in-person as a direct result of watching a video online Source: ReelSEO 1 in 3 apparel purchases are already influenced by YouTube Source: Compete
  11. 11. 5 Critical Success Factors for eCommerceSuccess on YouTube1. Have the Right Content Strategy2. Use YouTube Ads and SEO3. Optimize Your Channel for Conversions4. Use Video on Your Site5. Measure Your Success 11
  12. 12. 1. Have the Right Content Strategy 12
  13. 13. Where Videos Add Value Creating Awareness Generating Interest Building Credibility Removing Objections Customer Service Reduce Returns
  14. 14. Each Type of Video Has Its Place Types of Videos: Creating Awareness • Short-form commercials • Image/brand videos • Event videos Generating Interest • Explainer videos • Product demos Building Credibility • How-to videos/Tutorials • Testimonials/case Removing Objections studies • Customer videos Customer Service • Step-by-step tutorials Reduce Returns • FAQ videos
  15. 15. Finding Out What People Really LikePixability Video Radar lets users analyze an entire industry on YouTube
  16. 16. People Actually Like Longer Videos Beauty Industry: Majority of views is on videos that are longer than 3 minutes
  17. 17. How-To Content is Popular in Most Sectors
  18. 18. Good YouTube Content Can Reach aSubstantial Audience
  19. 19. 2. Use YouTube Ads and SEO 19
  20. 20. The Traditional TV Ad Model 1. Show a lot of ads to a lot of people. 2. Maximize Reach x Frequency. 3. Hope for the best. ? Customer buys (maybe).
  21. 21. The Traditional Search Marketing Model 1. Get in front of customers when they’re ready to buy. 2. Hope that nobody outbids you. ? Customer buys (probably on the cheapest site)
  22. 22. Online Video:Paid, owned & earned media work together Promoted Video Ad YouTube Ads YouTube Channel Social Sharing Highly targeted, more A video channel Build a community around cost effective than that you own and your video content traditional media control fully Website Driving conversions through highly qualified website traffic
  23. 23. YouTube Advertising: How It Works1. Select: 2. Place: 3. Call to Action:Choose one or Put ads where Users can click throughseveral of your YouTube your target audience to your website for morevideos as ads. already is. information.  Value for money: Charged per engaged video view, not per click or impression  Extremely flexible: Various cost per view (CPV) ranges available depending on format and targeting
  24. 24. Ad Formats: Skippable Pre-Roll (in-stream) Companion banner Pre-roll video ad (permanently displayed)Charged only per view of the entire ad or of over 30 seconds, not by thelength of the ad and not by click.
  25. 25. Ad Formats: In-Search Ad appears for keywords that users are specifically searching for.
  26. 26. Ad Formats: In-DisplayPlaced right next to a video in the same spot where related videos areshown.
  27. 27. Some Tips for Successful YouTube Campaigns1. Use a mix of different ad formats and different video types  Apply to different customer situations and different positions in the sales funnel2. Don’t always optimize for direct website clicks  Sending viewers first to your YouTube channel and only then to your site can result in better conversion rates  Encourage people to subscribe to your channel3. Make sure to target really well  Better traffic quality  Lower overall costs  Higher ROI4. Test, test, test  Results are frequently counterintuitive  Very dynamic market environment requires frequent bid changes
  28. 28. SEO: YouTube is the 2nd largest search engine  Very strong in how-to content  YouTube SEO follows very different rules than traditional SEO:  “Watch time” is more important than links, making content and channel optimization crucial.  Metadata has to be highly optimized
  29. 29. 3. Optimize Your YouTube Channel for Conversions 29
  30. 30. Help Users Find the Right Content “InVideo Programming” Links and AnnotationsPlaylists Custom Thumbnails
  31. 31. Think from the Consumer’s Point of View,Not Your Corporate Perspective  Where do I find videos about the latest TVs on Best Buy’s channel?
  32. 32. Channel Layout:Give Users Multiple Places to Click Clickable Sidebar links custom header
  33. 33. Tell Viewers Clearly Where They Can Go for More InformationDedicated URL Direct links to websites
  34. 34. Conversion Links in Videos Website links in the video Site link in the description text “End card” at the end of the video with multiple links
  35. 35. Setting Up Direct Website Links in Videos 1. Enable Monetization for your channel 2. Verify that you own your website under Channel Settings/Associated Website 3. Turn on “External Annotations” in Channel Settings/Features 4. Add annotations with links to your videos
  36. 36. Summary: How To Get More Conversions1. Make it easy to find the right content  Viewers who like your content are much more likely to buy2. Add multiple site links to your channel layout  Sidebar  Clickable header (for advertisers/partners only, and only for another few months)3. Add website links to your videos  Activate external link annotations  Add context-specific links  Use end cards at the end of videos4. Encourage people to subscribe to your channel  Great way to build a relationship  Benefits your YouTube SEO
  37. 37. 4. Using Video on Your Site 37
  38. 38. “Real Marketers Don’t Use a YouTubePlayer on Their Website.” Oh, Really?
  39. 39. Player Customization Standard player The YouTube player is more flexible than most people know. You can turn off almost all unwanted elements. Do it by hand (complicated) or use a tool like Pixability Caffeine. No title bar, hidden branding All controls turned off
  40. 40. Best Practice: Use Videos on Every Product Page Increases conversion rates Benefits your YouTube SEO rankings
  41. 41. YouTube Videos Can Boost Your Google Rankings  Google prioritizes pages with YouTube videos highly in conventional search. Pixability customer Vertx beats Under Armour and Amazon. The difference: A YouTube video on the product page.
  42. 42. 5. Measure Your Success 42
  43. 43. Make Sure You Get The Right Data1. Use Google Analytics2. Put Google Adwords conversion codes on your website  Tracks YouTube results more accurately than Google Analytics conversions  Send purchase amount in the conversion code3. Use a link shortener ( or similar) to track clicks
  44. 44. What To Measure1. Top-of-Funnel Metrics:  Video views and watch time  Ad views and cost per view  Demographics  Subscriber growth2. Middle-of-Funnel Metrics:  Click-through rates  Viewer engagement on site (visit time, page views)3. Bottom-of-Funnel Metrics:  Sales directly attributable to YouTube clicks  Multi-channel conversions
  45. 45. Conversion rates: YouTube is highly effective inconverting new prospects Conversion Rates (Site visit to lead) by Traffic Source8.0% 7.1% 7.2%7.0% 6.1%6.0%5.0% 4.8%4.0% 3.8%3.0% 2.2%2.0% 1.2%1.0% 0.3% 0.1%0.0% SEO Search for brand Direct traffic Lead gen sites Local directories YouTube Social media Mobile ads Display ads Traffic from users who already Traffic from users who just know what they’re looking for. discovered the brand. 45
  46. 46. Optimize Costs Per Conversion, NotVanity Metrics Like Views Organic Search $36 $37 AFTER Pixability YouTube $67 BEFORE Pixability Lead Gen Sites $132Local Directories $150 Social Media $430 $0 $50 $100 $150 $200 $250 $300 $350 $400 $450 $500 Cost per online lead
  47. 47. Analytics Tools 1. YouTube Analytics  Viewer behavior, traffic sources 2. Google Adwords for Video  Campaign performance 3. Google Analytics  Detailed website visitor behavior  Multi-channel attribution 4. Link shortener  “Second opinion” for click-throughs 5. Proprietary analytics tools like Pixability Caffeine 1. Integrated, simplified view 2. Off-site behavior, e.g. social sharing 3. Monitor competition
  48. 48. Now What? Making Analytics ActionableDon’t stop at analysis, but define clear actions Produce better / more / different content  Watch carefully what people like Invest in advertising and SEO Improve social media outreach Improve conversions  Tell people what they should do next  Make it easy to find more information/buy  Make sure you track both direct, assisted conversions 48
  49. 49. 5 Critical Success Factors for eCommerceSuccess on YouTube1. Have the Right Content Strategy2. Use YouTube Ads and SEO3. Optimize Your Channel for Conversions4. Use Video on Your Site5. Measure Your Success 49
  50. 50. Questions?Twitter: @pixability #pixtv28 50
  51. 51. Thank You! 888-PIX-VIDEO 888-749-8433