How and Why to Use Video in Your Marketing Strategy

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Affiliate Summit East How and Why to Use Video in Your Marketing Strategy Hillel Scheinfeld, COO . @hschein, @viewbix

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 of How and Why to Use Video in Your Marketing Strategy

Page 1: How and Why to Use Video in Your Marketing Strategy

Affiliate Summit EastHow and Why to Use Video in Your

Marketing Strategy

Hillel Scheinfeld, COO .@hschein, @viewbix

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Why Video?

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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

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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

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Video Outranks all other web activities

Watch Video & Video Sharing

Social Ntworks

Online banking

Upload Photos

IM

Games

Music purchase

Blogging

Twitter

0% 10% 20% 30% 40% 50% 60% 70%

Percentage of time spent

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Top Search Engines#1

#2

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Who is watching Video: EVERYONE!

Sources: ReelSEO, wikipedia.org, fastcompany, Pew Research Center

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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

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So Video is BIG, great!BUT does it help???

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What am I trying to get out of my video??

Video created Video Watched

Video causes

emotion

Emotion causes

reaction

Share, Get Info, CTA

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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

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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

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Video LIFTS Email Click-through

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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

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Your Video will be your Website

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I’m Convinced but HOW?

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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)

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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

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PlanningMost important step that will save you

time and Money!!!What is the

Video about

What is your

messageCall to Action

Beginning

Middle End

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Script• Purpose– Informational– Sales– Training– Advertisement

• Tone– Comical, Professional, Personal

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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

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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!

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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

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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

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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

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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

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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

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Video without a CTA is a wasted view

TRX Case Study from Sierra Tierra

YouTube Overlay CTA Other YouTube CTA

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Video without a CTA is a wasted view

Content CTA65%

decrease in CPA

TRX Case Study Results

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OrderTickets

CustomBranding

Share onFacebook

Share onTwitter

Embed onweb site

Apps

Transform your video into a mini-website

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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

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Source of Data

2012 Video Engagement Report

- Companies Surveyed: 800+ - Impressions: 6 Million +- Business Size: 86% <10 employees

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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

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Is the Web Better than Social?

FACT OR FICTION?FICTIO

NEngagement Rates on Social ~46%

Engagement Rates on Website ~21%

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Is the Web better than Mobile?

FACT OR FICTION?

FACTIONiPhone Engagement Rates: ~17%Website Engagement Rates: ~21%Tablets Engagement Rates: ~45-

47% Android - iPad

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And One More Fact...Lead Gen Works as Well!

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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

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Video companies to help create content

• Funnervids.com

• Goanimate

• Rappidfire

• Animoto

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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

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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

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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/

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Thank You!!

Q&AContact me

[email protected]@hschein

Facebook.com/hillels