How to Use Online Video for Marketing
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Transcript of How to Use Online Video for Marketing
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How to Use Online Video for MarketingMike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Karen Rubin
Product Owner @HubSpot
Twitter: @karenrubin
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
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Marketing Has Changed
1950 - 2000 2000 - 2050
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Inbound Marketing
Blog SEO Social Media
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Inbound Marketing
Convert
Get Found
Get Found
• Publish
• Promote
• Optimize
Convert
• Test
• Target
• Nurture
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
• Analytics
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
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Online Video Marketing
Publish
Optimize
Promote
Analyze
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Online Video Marketing
Publish
Optimize
Promote
Analyze
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What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
• Anything…
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Where to Publish?
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Video Content Trade-Off
Informative• Interviews
• Webinars
• Demos
Entertaining• Music videos
• Spoof / comedy
• Drama
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Video Content Tips
Short is sweet
Focus on first 10 seconds
Live videos require no editing
Camera shy? Try screen recording
Be yourself, outline not script
Iterate
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Short is Sweet
http://www.youtube.com/watch?v=Q3yCB7AvvAk
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Focus on First 10 Seconds
http://www.youtube.com/watch?v=4-lGe5MnBlY
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Attention Declines Rapidly
• Shorter almost always better
• Command attention at start
• Fast pace keeps attention
• Data from EyeView Digital (www.EyeViewDigital.com)
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Live Video Requires No Editing
http://www.youtube.com/watch?v=t74O5rACAP4
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Camera Shy? Try Screen Recording
http://www.youtube.com/watch?v=0glUGk81Kyg
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Be Yourself
http://www.youtube.com/watch?v=R6duq7Z3zO4
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Iterate
http://www.youtube.com/watch?v=CnNsy5W7FuY
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Camera
Cheap is fine (under $500)
External microphone jack
HD is not required for web
Widescreen (16:9) is a good idea
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Other Gear
Lighting helps a lot• Target, Walmart or Craigslist
Cheaper microphones are ok
Tripod
Screen recording• Camtasia ($) or CamStudio (open source)
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Editing
Free software is fine• Mac iMovie or Windows Movie Maker
Time consuming• Allocate time to the right videos
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Things to Avoid for Video
Backlight or window backgrounds
Expensive camera
Tile floors or empty rooms (echo!)
Expensive editing software
http://www.youtube.com/watch?v=4R49OWIMvbY
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Technical Video Formats
.WMV• Windows format for the web
.MOV• Apple format for iTunes and the web
.M4V• Apple format for iTunes, iPods and iPhones
Flash• Most compatible - use for all web posting!
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Technical Video Formats - Shortcut
Record and edit video in any format• Use what works with your camera & software
Upload to video sharing sites• YouTube, Blip.tv, Vimeo, Viddler, Metacafe…
They convert the file for you• They all use flash as their format
Embed from video sharing sites• Just cut and paste the HTML code
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Publishing Everywhere Easily
If you are interested in testing Visible Measures upcoming product, email [email protected] with subject “HubSpot”
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Online Video Marketing
Publish
Optimize
Promote
Analyze
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Video Optimization Trade-Off
Search (SEO)• Descriptive
• Straight- forward
• Relevant keywords
Social / Viral• Enticing
• Fun
• Mysterious
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Video Title Optimization Trade-Off
Search (SEO) Social / Viral
“Optimize LinkedIn Profile
for SEO”
“Dude, Cold Calling is for
Losers”
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Video SEO for Blogging
Embed video in blog
Add “show notes” or transcription
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SEO for YouTube
Title & Description
Tags
Popularity / Views
Inbound Links / Embeds
Ratings & Comments
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YouTube SEO – Title & Description
Title
Description• Include a link
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YouTube SEO – Tags
Tags• Not visible on public video page
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YouTube SEO – Popularity / Views
Views
Not always real time
More popular = more promotion
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YouTube SEO – Links / Embeds
Better videos
Promote your videos
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YouTube SEO – Ratings & Comments
Controversial or shocking
Encourage people to rate
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SEO for iTunes
Title, Artist, Description
Reviews
Subscribers / popularity
Appealing image
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iTunes SEO – Title, Artist, Description
Title
Artist
Description
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iTunes SEO – Reviews & Popularity
Reviews: Ask your viewers!
Subscribers / Popularity: Promotion!
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iTunes SEO - Appealing Image
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Online Video Marketing
Publish
Optimize
Promote
Analyze
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Promote Everywhere
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• Tweet about it (a couple times is OK)
• Use a URL shortener to track
• Add a “Tweet This” button next to it
• Ask your company to Tweet it
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• Post the YouTube link in your status
• Post the video to your business page and/or group
• Encourage your company to post it
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• Post a YouTube link in your status
• Send it to your LinkedIn group
• Encourage your company to post it
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StumbleUpon
• Submit the YouTube URL as video
• Play with StumbleUpon a little bit first• http://blog.hubspot.com/blog/tabid/6307/bid/4108/28-Tips-To-Make-You-a-
StumbleUpon-Superstar.aspx
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Blog
• Embed in your blog
• Add text for SEO
• Respond to comments
• Encourage your company to blog it
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Leverage Your Whole Company
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Paid Promotion
Usually not worth the time
YouTube has PPC program
StumbleUpon is $0.05 per visitor
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What is Viral?
Stalled: Never break 1 million views
Embraced: Around 4 million views
Break out: Long time, ultimately 10+ million views – Rare Data from Visible Measures (http://www.visiblemeasures.com/news-and-events/blog/bid/8920/The-Anatomy-of-a-Viral-Video-Ad-Campaign-in-Today-s-Advertising-Age)
For B2B, HubSpot considers it a success if you get just 10,000 views on YouTube.
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Online Video Marketing
Publish
Optimize
Promote
Analyze
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YouTube Insights
Where did my views come from?
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YouTube Insights
Who is watching my videos?
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YouTube Insights
What is engaging in my videos?
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Blip.tv Stats
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Visible Measures / Tube Mogul
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Try a Call to Action at the End
http://www.youtube.com/watch?v=4-lGe5MnBlY
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HubSpot: Traffic, Leads, Customers
Visitors Leads Customers
SEO 5,289 754 12
YouTube 834 72 3
Social Media 511 28 1
Visitors from YouTube
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Thank You!www.HubSpot.com/free-trialwww.Grader.comwww.HubSpot.tv
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Karen Rubin
Product Owner @HubSpot
Twitter: @karenrubin