how and why to use video in your marketing strategy
DESCRIPTION
This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: We’ll explore why you should be using video and more importantly how to most effectively implement your video strategy across your various marketing channels.TRANSCRIPT
Affiliate Summit EastHow and Why to Use Video in Your
Marketing Strategy
Hillel Scheinfeld, COO .@hschein, @viewbix
Why Video?
Why Video?• Blendtec VP of Sales and Marketing
George Wright- Story Goes that George only had a $50 budget and needed something creative and inexpensive and so Will It Blend was born!
• increased sales over *500% since WIB.
Source: Social Video Marketing Lessons via BlendTec’s “Will it Blend?” http://www.reelseo.com/social-video-willitblend/#ixzz2aMrRsVh4 ©ReelSEO.com, All Rights Reserved Follow us: @ReelSEO on Twitter | ReelSEO on Facebook
Web Video Statistics• Video would soon be considered 90% of internet traffic. (Cisco)• 89 million people in the United States are going to watch 1.2
billion online videos today. (ComScore)• Online video users are expected to double to 1.5 billion in 2016.
(Cisco)• 76 percent of marketers plan to add video to their sites, making
it a higher priority than Facebook, Twitter and blog integration. • 84% of the US audience watched videos online in Jan. ’12• Video consumption is up 43% from just a year agoSource:http://brandongaille.com/10-awesome-web-video-statistics/Source: ReelSEO, Internet Retailer
Video Outranks all other web activities
Watch Video & Video Sharing
Social Ntworks
Online banking
Upload Photos
IM
Games
Music purchase
Blogging
0% 10% 20% 30% 40% 50% 60% 70%
Percentage of time spent
Top Search Engines#1
#2
Who is watching Video: EVERYONE!
Sources: ReelSEO, wikipedia.org, fastcompany, Pew Research Center
Mobile + Video= HUGE • Mobile and tablet shoppers are three
times as likely to view a video as laptop or desktop users. (NPD)
• Viewers are more than twice as likely to complete a video when watching on a non-desktop device
So Video is BIG, great!BUT does it help???
What am I trying to get out of my video??
Video created Video Watched
Video causes
emotion
Emotion causes
reaction
Share, Get Info, CTA
What do people do with Videos about products they ….
• They share them on: Source:(Invodo)
Is there an ROI on these
Social Shares?Series1
0%10%20%30%40%50%
Where Videos Are Shared
Where Videos Are Shared
Shared Videos Sell More Product• When someone watches a recommended video, their brand
recall goes up 7% and enjoyment goes up 14%
• Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent
10 times more videos are shared on Facebook vs. Twitter
*Unruly video study, January, 2012
Video LIFTS Email Click-through
Cisco case studyView 44% more pages while on Cisco.com
Are twice as likely to engage with high-value conversion activities on Cisco.comAre 41% more likely to return to Cisco.comAre 5 times more likely to click through on a blog post with video
Video viewers
Your Video will be your Website
I’m Convinced but HOW?
3 steps in video marketing• 1. content creation
– Capture– Import– Create
• 2. content management– SEO– Metadata– Analytics
• 3. content delivery– Multi platform– Player skin– Video rights (top reason not to use YT)
Content creationDON’T FORGET TO TEST!!
• Planning• Script• Talent• Location• Videography• Read John Cecil’s book• Watch Anthony Wong’s webinar on
Viewbix's Blog about shooting video• Video Length is Key
PlanningMost important step that will save you
time and Money!!!What is the
Video about
What is your
messageCall to Action
Beginning
Middle End
Script• Purpose– Informational– Sales– Training– Advertisement
• Tone– Comical, Professional, Personal
Video Types/Stage of Sales ProcessTypes of Video Productions Definition of Video Type Sales Stage
1. Advertisement High production value Awareness
2. Thought Leadership Talking head or interview Awareness
3. Business Challenges Industry trends Consideration
4. Case Study Customer or Cisco product stories Consideration
5. Demo Product/Solution deep dive Design
6. Technology Solution Multiple product solution Design
7. Video Data Sheet Product specifications Design
8. Training Course curriculum, How-to Post-sale
9. Event Presentation Event All
10. Program Series Program series All
11. Other On location event recording All
TalentMale vs. FemaleCompany Representative vs. ActorYounger vs. Older Dress code: Professional vs. casual
Test using the same scriptTry multiple talents if possible (wide range)
TEST! TEST! TEST!
Videography• Personal Equipment vs. hired professional– You can use your Iphone or Ipad
• Light it• Mic it• Stabilize it
Location• Onsite vs. Offsite• Indoors vs. Outdoors• Sound and Lighting• These choices can add
Length of Video Is Key
TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans video sites and platforms
CONTENT CREATION SUMMARY TIPS BY JIM KUKRAL
•Keep it under 2 minutes
•ABC’s: Ask for the action (subscribe, click, download, etc…)
•Get animated!
• Tell a story infomercial like oxiclean state problem, show solution, then ask for call to action
•Be authentic… nobody wants an ad
Video is no longer PassiveInternet Marketing Dictionary.com
“Video Marketing is to include Video into one’s marketing efforts to promote an offer. This can be done via a full motion Video or a screen-capture Video.”
PROMOTE AN OFFER!!!!BUT
An Offer with no ability to take an action is a lost opportunity
CTAs on YouTube• Paid - Call to Action Overlays –
– Can ONLY appear at the bottom half of a video player
– Character limits: – Headline – 25 – Description line 1 – 35– Description line 2 – 35
• Unpaid (use for all videos on YouTube) - Annotation– One style of font, a few different
sizes, and multiple color backgrounds– No character limit– Can be placed anywhere– Only links to another YT Video
Non-paid
Paid
Video without a CTA is a wasted view
TRX Case Study from Sierra Tierra
YouTube Overlay CTA Other YouTube CTA
Video without a CTA is a wasted view
Content CTA65%
decrease in CPA
TRX Case Study Results
OrderTickets
CustomBranding
Share onFacebook
Share onTwitter
Embed onweb site
Apps
Transform your video into a mini-website
Non Profit 13x ROI, 33% CTR, 30% App Usage
20% + Engagement RatesHuge increase in mailing
list sign ups
Travel Entertainment
Real Estate
Drives Leads and Sales via Apps like:Maps, Weather, Photos, Mailing Lists
Increased Tickets Sales via:Custom Branding, Click to Order
Source of Data
2012 Video Engagement Report
- Companies Surveyed: 800+ - Impressions: 6 Million +- Business Size: 86% <10 employees
Do Calls to Action on Videos Work?
FACT OR FICTION?FACT
~11.5% of Views result in a Click on the CTA
More than 22% average engagement rate with all apps
Case Studies show up to 13x ROI
Is the Web Better than Social?
FACT OR FICTION?FICTIO
NEngagement Rates on Social ~46%
Engagement Rates on Website ~21%
Is the Web better than Mobile?
FACT OR FICTION?
FACTIONiPhone Engagement Rates: ~17%Website Engagement Rates: ~21%Tablets Engagement Rates: ~45-
47% Android - iPad
And One More Fact...Lead Gen Works as Well!
Choosing the right OVP• Moving beyond the YT channel – why spend more?– OVP is used to deliver your own content rather
than sharing someone else’s– Consider Rights and Security– Most popular OVP’s – Vimeo– YT– Ooyala– Brightcove– Kaltura
Video companies to help create content
• Funnervids.com
• Goanimate
• Rappidfire
• Animoto
Video SEO• Using video content to enhance “regular” SEO• Getting ranked higher on YouTube • Getting your videos to rank in Organic SEO results with a
video snippet
Video SEO• Yes! You still need “regular” SEO
• Video SEO is a part of your on page SEO strategy – not a replacement• Great content• Quality Inbound Links etc….
• You Need a Video Site MAP!!• http://support.google.com/webmasters/bin/answer.py?hl=en&answer=80
472• These are lists of videos on your site with meta data that help Google
understand what the video is about. • Minimum configuration must include:
• Video Title• Video Description• Page video is being hosted on• Thumbnail of the video (to show in SERPS)• Location of raw video file (swf, m4v, mov, etc)
• There are about 10-15 additional parameters that can be listed
Video helps conversion• Retail sites with web video increase their
conversions by 30%.• Video and other multi-media product viewing
options are rated more effective than any other site initiative.
• Over 90% of shoppers found web video useful in making purchase decisions.
• Video in email marketing has been shown to increase click-through rates by over 96%.
• People who view a web video are 64% more likely to purchase than other site visitors.
Source:http://brandongaille.com/10-awesome-web-video-statistics/