SMAZ: Video Marketing and Optimization


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In this presentation, Arnie Kuenn covers how to easily and quickly produce engaging video content. In addition, he guides the audience through optimizing videos and claiming more INTERNET real estate through key video promotion channels, driving more traffic, leads and business through your website. Kuenn provides compelling case studies, including the Will it Blend story, proving the remarkable effectiveness of video marketing and optimization.

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SMAZ: Video Marketing and Optimization

  1. 1. Video Marketing & OptimizationARNIE KUENN, PRESIDENT, VERTICAL MEASURES - @ARNIEK
  2. 2. About Your Presenter…• President of Vertical Measures in Phoenix, AZ• Founder of the Arizona Interactive Marketing Association (AZIMA)• Instructor for the Content Marketing Institute & Online Marketing Institute• Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing• Tweeting? - @ArnieK #SMAZ Available on Amazon
  3. 3. Twitter: @ArnieK 8 Steps in theContent Marketing Chain!
  4. 4. Twitter: @ArnieKWhen someone types a keyword phrase into the search box, there are only two possible outcomes: – They will find you. – They will find your competitor.
  5. 5. Twitter: @ArnieKWhy Focus on Content for Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
  6. 6. Twitter: @ArnieKVideo and Content MarketingWhen properly search engine optimized, videos are 53 times more likely than text pages to appear on Google’s first page search results. -- Forrester Research
  7. 7. Twitter: @ArnieKVideo Stats• The average user watches almost 16 hours of online video a month.• Over 5 hours per person per month is spent watching YouTube, alone.• YouTube videos are watched over 3 billion (with a "B") times a day.• The average attention span for online videos is around 60 seconds.
  8. 8. Twitter: @ArnieKVideos – Not as Hard as You Think Webinars Interviews Fun
  9. 9. Twitter: @ArnieKMight Just Change Your Business Their business grew by 600% in 1 year!
  10. 10. • After 10 years, dozens of pitches to dentists & retailers and a $50,000 TV infomercial….• Orabrush spent $500 on a funny video about bad breath that promoted the tongue cleaner on YouTube.• Created an app for detecting bad breath (above)
  11. 11. Twitter: @ArnieKResults So Far… • YouTube channel has received 35 million+ views and has over 157,000 subscribers • Over 295,000 fans on Facebook • Over 4,000 followers on Twitter • The 15 person company has sold $1 million worth of the $5 tongue brushes through YouTube • Major drugstores (3700+) are beginning to stock it on their shelves.
  12. 12. Twitter: @ArnieKVideos Can Attract Links 5,473 backlinks from 54 unique domains
  13. 13. Twitter: @ArnieKStart With Keyword Research• Keyword research should be the foundation• Brainstorm for keyword phrases your customers use when searching• Use tools like: – Google keyword suggest & instant search – Google Adwords keyword tool – Google Insights for Search• Think long-tail!
  14. 14. Twitter: @ArnieK Informational KeywordsSource: AimClear
  15. 15. Twitter: @ArnieKThen Online Market Research• Answer sites: Yahoo Answers, Quora, LinkedIn or Facebook• Check sites like Digg, StumbleUpon and Reddit• Check Google’s Discussions in search
  16. 16. Twitter: @ArnieKList The Possibilities
  17. 17. Twitter: @ArnieKLong Tail is the Key!
  18. 18. Twitter: @ArnieKHow to Optimize Videos• Specific, Compelling Title –Would you click on “Our Company” or “” neither will your audience. Use “Video” and change the file name too!• Description - Say as much as you can in the first sentence or two, because many video sites will hide the bulk of your description. Include at least one link placed at the start of the description (with http://).• Tags –This is where you can help your video appear in the “Suggested” or “Similar” videos section.• Video Quality / Resolution – Shoot, edit and export the video in the highest quality available on the devices and software you use. The online video audience is very forgiving of skill level, but a low resolution video can make it difficult to see what is going on.• Thumbnail Image – Pick the most visually compelling of the options they give you.
  19. 19. Twitter: @ArnieKHow to Optimize Videos (cont.)• Must have a video sitemap. Always include the title of the video, detailed description, URL of the video, URL of the thumbnail and URL of the video’s landing page. More details at• Include a transcript of the video on both your page and on the video host (YouTube) – most likely the description field.• Use microdata in your video’s description and tags on your webpage.• Limit one video to a page to maximize your SEO benefits.• If at all possible, include the text of each video in the form of closed captioning. That way it can be appreciated by the hearing impaired and those that do not want to turn up the volume at their workplace.
  20. 20. Success Like This… Twitter: @ArnieK
  21. 21. Twitter: @ArnieKNow Go Build a $24M Business!
  22. 22. Questions?More Traffic. More Leads. More Business. Contact: 888-476-1881 Only $14.36 on Amazon ;)