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Video Marketing Bootcamp
The Video Marketing Playbook outlines strategies for leveraging video in marketing to enhance engagement and drive results. It emphasizes the importance of understanding the audience, optimizing video for various platforms, and integrating video strategies into overall marketing efforts. Key recommendations include adding video to key web pages, tracking video performance, and creating dedicated video portals for better user experience and increased conversions.
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Video Marketing Bootcamp
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- 2. The Video MarketingPlaybook Help get your video marketing into shape and drive success
- 3. of the buyerjourney is driven through digital channels and content
- 4. Which means Yourcontent is the critical marketing asset
- 5. Average adult attentionspan? TODAY the year 2002
- 6. helps you deliver impressive marketing results with video
- 7. Video is oneof the most powerful ways to drive marketing results
- 8. What’s your gameplan? • What are your video marketing goals? • How will you use video for marketing? • Are you planning for growth? • What are your options? Let’s take a look at some video strategies we see… 8 | ©2014 Brightcove Inc
- 9. REASONS • Youare SEO-focused and want results • It’s where the viewers are • You want to get “likes” and share content • It’s free! CHALLENGES • You are driving traffic to a channel that is not your branded property. • You give up control, scalability, integration and support. 9 | ©2014 Brightcove Inc
- 10. The “Do ItYourself” Play REASONS • We are tech savvy and we have an IT department • We know our own systems the best • We won’t have to invest a lot of time and money in this… CHALLENGES • A clunky system that provides a bad experience. • It is only works with some of the other stuff you use. • You invest a lot of time and energy… on something that is always outdated. 10 | ©2014 Brightcove Inc
- 11. Five questions toask yourself 11 | ©2014 Brightcove Inc
- 12. Drive Toward BusinessResults UNDERSTAND YOUR AUDIENCE • Best-performing videos • Most popular video landing pages • Most popular days to publish videos UNDERSTAND YOUR VIDEOS • What is engaging? • Where can I make changes? • What should I do next time? 12 | ©2014 Brightcove Inc
- 13. Delivering Results, WhereverYour Audience Is HIGH QUALITY VIDEO IS MORE IMPORTANT THAN EVER • 20% of total online video consumption is mobile … it will be 40% in 2018 • 32% of brands identified mobile optimization and content marketing as their main goals 13 | ©2014 Brightcove Inc
- 14. Best-of-Breed Video Experiences CREATE BRANDED VIDEO EXPERIENCES EVERYWHERE • Control the Player experience 66% of consumers have more positive view of professional platforms vs. YouTube 14 | ©2014 Brightcove Inc
- 15. Best-of-Breed Video Experiences CREATE BRANDED VIDEO EXPERIENCES EVERYWHERE • Create engaging video portals • 100% increase in time on site • Reduced bounce rate by 12% • Increased conversion rate 15 | ©2014 Brightcove Inc
- 16. Video Solutions Mustbe Team Players Take advantage of the power of video to strengthen your marketing workflow. 16 | ©2014 Brightcove Inc
- 17. Video Solutions Mustbe Team Players 17 | ©2014 Brightcove Inc
- 18. Help with theLong Play THE SOLUTION MUST SCALE AS YOU GROW • Content management and organization • User management and control • Resources for strategy coaching • Support organization to help you at a moment’s notice 18 | ©2014 Brightcove Inc
- 19. Video Quick WinsPlaybook 5 plays you should run immediately!
- 20. Video Quick WinsPlaybook Play #1 Add video to homepage and landing pages. 300% increase in conversion! 20 | ©2014 Brightcove Inc
- 21. Video Quick WinsPlaybook Play #2 Track performance. Shape marketing strategy and effectiveness! 21 | ©2014 Brightcove Inc
- 22. Video Quick WinsPlaybook Play #3 Push videos to social channels. Extend reach and build audience! 22 | ©2014 Brightcove Inc
- 23. Video Quick WinsPlaybook Play #4 Plug your video strategy into your workflow. Make it easy to do video! 23 | ©2014 Brightcove Inc
- 24. Video Quick WinsPlaybook Play #5 Create a video portal plan. Double time on site and conversion rates! 24 | ©2014 Brightcove Inc
- 25. Brightcove Video MarketingSuite • Video Marketing Suite Pitch Slide 25 | ©2014 Brightcove Inc
- 26. The most comprehensivesuite of video technologies for the needs of the modern marketer 26 | ©2014 Brightcove Inc
- 27. Your Video 27| ©2014 Brightcove Inc Content Your Marketing Results Your Audience
- 28. Video Content ManagementPlayer Experiences Global Video Delivery Lightning Fast Encoding Social Sharing Real-time analytics Content Protection Calls to action Technology Partner Your Video 28 | ©2014 Brightcove Inc Content Your Marketing Results Your Audience
- 29. Thank you pcasinelli@brightcove.com @brightcove Visit brightcove.com/vms to • Watch some cool videos! • Download the ExactTarget case study • Access video marketing resources
Editor's Notes
- #3 This is our introduction slide. We can set the tone here. The point of this webinar is to identify some common challenges to video strategies, some indicators that you may need to make a change, and how you can implement some quick wins to drive results immediately.
- #4 No change here. Setting up the pitch for video.
- #5 No change here. Setting up the pitch for video.
- #7 This will be where I say that given the importance of content for marketing, Brightcove is focused on helping you achieve your marketing goals through video marketing. And, we believe in video marketing because it has a demonstrable effect on driving real marketing results.
- #9 This may be a good spot for the x’s and o’s football play strategy…
- #10 The point of this slide is to show the whole world of things customers could be doing, and then show that they basically just have a youtube channel. With youtube, customers are only understanding and leveraging a small piece of their marketing investment.
- #11 Image of a bunch of things cobbled and taped together, bandaids…etc. With the DIY approach, you waste time and resources on technology and things that are not your core competency. Instead of focusing on video technology you should be focusing on driving business results.
- #12 Don’t know if we even need a title here…I can introduce it as “With that in mind, ask yourself these 5 questions…” Maybe we need to cut down the length of these questions?
- #13 Maybe an image of a goal line…maybe not…could be too much. This slide is really in two parts. I want to talk with the audience about the power of analytics for understanding your audience. But, I also want to talk with them about how analytics should help drive marketing and business decisions. For example, Brightcove uses our analytics to shape our video strategy. We track popular videos by region AND we track engagement within the video. This then informs video editing. For example, with our Gallery video, we had an intro that was too long. Viewers were dropping, but after the first 30 seconds, engagement was great. So we cut the preamble and increased engagement by another 50%.
- #14 Source of the first statistic is ABI research Source of the second statistic is Adobe You need both video playback technology and video experiences that are optimized for mobile.
- #15 This slide is really two stories at once. Firstly, why a branded video player is superior to a generic, unbranded one. Why? When video is branded with Youtube and/or some other company’s brand, it impacts credibility. You also cannot create rich, in-player experiences with the Youtube player. Secondly, why a portal is so important. Why? Video portals significantly accelerate the effects of video. Portals done right increase engagement and conversion immensely. Look at ExactTarget. Visuals: Perhaps we can compare a few Youtube channels with a branded Modus Gallery? Visuals: ExactTarget portal and the ROI stats
- #16 This slide is really two stories at once. Firstly, why a branded video player is superior to a generic, unbranded one. Why? When video is branded with Youtube and/or some other company’s brand, it impacts credibility. You also cannot create rich, in-player experiences with the Youtube player. Secondly, why a portal is so important. Why? Video portals significantly accelerate the effects of video. Portals done right increase engagement and conversion immensely. Look at ExactTarget. Visuals: Perhaps we can compare a few Youtube channels with a branded Modus Gallery? Visuals: ExactTarget portal and the ROI stats
- #17 <Maybe this is where we can overlay a football X’s and O’s playbook with the marketing technology stack/workflow and show where video fits in?> KM: can you whiteboard the “marketing technology stack/workflow” so I can illustrate this? Integrations with CMS, MAP, Analytics tools that you already use so you can plug in all that great information into your business.
- #18 <Maybe this is where we can overlay a football X’s and O’s playbook with the marketing technology stack/workflow and show where video fits in?> KM: can you whiteboard the “marketing technology stack/workflow” so I can illustrate this? Integrations with CMS, MAP, Analytics tools that you already use so you can plug in all that great information into your business.
- #19 Image can be a huddle. Teamwork and strategy! Besides handling video at scale, you need scalable business partners:
- #21 Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- #22 Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- #23 Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- #24 Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!
- #25 Five things you should do immediately! Video on homepage and landing page – has increased conversion by 300%! Track the performance: shape marketing strategy and effectiveness! Push videos to social channels to extend reach and drive visitors Plug your video strategy into your workflow Create a video portal plan – double time on site and conversion rates!