Download to read offline
Uploaded byInnoTech
What a 9-year-old Taught Me about Marketing with Digital Video
The document discusses how digital video is an effective marketing tool, providing best practices for creating video content across various formats, optimizing videos on YouTube, and measuring the return on investment of video campaigns through metrics like views, shares, and subscribers. It also provides two case studies showing large increases in traffic and revenue from optimized YouTube video campaigns.
More Related Content
Similar to What a 9-year-old Taught Me about Marketing with Digital Video
What a 9-year-old Taught Me about Marketing with Digital Video
- 1. What a 9year-old Taught Me about Marketing with Digital Video #IADMS October 2015 @KentjLewis President & Founder @AnvilMedia www.anvilmedia.com
- 2. Agenda Why Video? Content Strategy VideoMarketing 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 StorytellingVehicle 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 theNumbers: 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 theNumbers: 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 viaResearch 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 viaAnalytics 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 FunnelStrategy 13
- 14. Funnel Strategy: ContentIdeas 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: FormatOptions 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 viaVideo 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 BestPractices 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 BestPractices 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 Createa 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
- 22.
- 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 theNumbers 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 TopPerformer 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 Improverankings 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 BestPractices 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 BestPractices 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 Monetizevideos (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: AdWordsfor 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: ConcordiaUniversity 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: TevaYouTube 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 9year-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