Online Video Marketing and Optimization
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Online Video Marketing and Optimization
March 18, 2010Seattle Chamber of Commerce
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"Marketingwood" or "Vidazzle Your Brand
March 18, 2010Seattle Chamber of Commerce
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Best Video: Slap Chop
How can this help your business?
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Business Film…
“What’s a Business Film?”
A business film is transferable, compact online video content that communicates a part of your brand.
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What makes a great business film?
• Relevant to Audience
• Teaches Your Competitive Advantage
• Production Value: Script, lighting etc…
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What you’ll learn…
• Why should you be using video to market your business?
• The types of sales-oriented Business Films you can create
• Understanding analytics and how to measure success
• Using social networks and search to increase views
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1. Why use video to market your business?
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Typical Objections:
• It's complicated. I don't understand it.
• I've seen horrible examples on the internet.
• I don't have the skills to update it.
• Will it help my business?
• Does it work with my search optimization?• It costs too much!
• My marketing is fine the way it is.
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A Business Film can record an emotion.
Ask yourself:
How many times have you done the ultimate pitch and said…
“Damn, I wish I'd recorded that?”
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Imagine…
Does it work with my Search optimization.!
Michelle 1
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Imagine a Business Film…
Does it work with my Search optimization.!
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Imagine…
Does it work with my Search optimization.!
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Imagine…
Does it work with my Search optimization.!
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Imagine…
Does it work with my Search optimization.!
Michelle 2
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Press…
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Press…
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Stats…
• Costs: $1,500 - $2,500
• Script: Basic pre-built outline
• Time: 1/2 day shooting, script 1 day
• One camera
• 2 lights
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Evelyn Taylor, Actress&Mother of 2
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2. Types of sales-oriented videos you can create?
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2. Types of sales-oriented videos you can create?
• High concept
• Low concept
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Low Concept:
Include the "infomercial” style, what does the product do? Show me the mechanics, show me the value, show me the product or service, demo the product.
Potlifter
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Potlifter:What’s a Potlifter?
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High Concept:
Include story line concepts, closer to the traditional commercial or film. They have characters, plots, drama, sophisticated or slapstick humor.
Seattle Chamber: It’s Time for BusinessSQL vs. Oracle
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3. Using social networks and search to increase views
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Seeding and Search
A business film is compact and transferable, so you can use one piece of content in multiple places.
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Videos shares1. YouTube2. Vimeo3. Metacafe4. Dailymotion5. Yahoo6. Other specialty sites
• eBaums World (humor)• Howcast (instructional)• GrindTV (sports)
7. TubeMogul
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Social networks
Get your video out to your friends (and their friends, and their friends…).
1. Facebook2. Twitter3. Myspace4. Others (Bebo, HiFive, Friendster)
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Social bookmarking
Get your video out to bloggers and other online influencers.
1. Digg2. StumbleUpon3. Delicious4. Reddit5. Others (Buzzfeed)
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Bloggers are VERY important
Via TechCruch/TubeMogul
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Database Taste ChallengeKnow your audience and provide them with CONTENT that your users will spread.
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SQL VS ORACLE
Does it work with my Search optimization.!
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Search
Use relevant and meaningful keywords when describing your video to help with your search results.
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1. Filename2. Title3. Description4. Tags5. No restrictions6. Upload a script
Search 101
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Search 201
Have a lot of video on your site?
SEO all video content.
Submit a video Sitemap to Google and other search engines.
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4. Understanding Business Film analytics and how to measure success
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Understanding analytics and measuring successKnow your starting position.
Begin each project with clear goals.
Sample goals:1. Increased traffic to your website2. Increased sales3. Increase awareness4. Change perception
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Increase traffic to your website
Start with analytics installed on your site (Google Analytics is free and easy to use).
All Video Content
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Increased sales
Use an offer code.
Use funnel analysis in Google Analytics.
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Awareness
Track views
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Use bit.lyto track clicks
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Perception
Are you trying to change the way your audience thinks?
1. Use comments2. Google Alerts3. Social Mention
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YouTube comments or“The gift that keeps on giving.”
• Comments can show you the level of interaction between your audience and your message.
• Maintain and direct the conversation
• Adding our own comments to a video helps to produce and sustain dialogue with users way beyond the initial conversation.
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Objections…• It's complicated. I don't understand it.• I've seen horrible examples on the internet.• I don't have the skills to update it.• Will it help my business?• Does it work with my search optimization?• It costs too much!• My marketing is fine the way it is.
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Flash
TodayFlash 10
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Final thoughts…• Remember the kind of video you’re producing high or low.
• Partner with experienced video/film marketers.
• Have a plan for the business film when you are done.
• Don’t get left behind!
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“It’s Time for Business”THE CONTEST:• Make an outline of what you like about Office.
• Storyboard: stick figures ok.
• Grab any camera, no need for HD.
• Get a mic! We need to hear you. Music?
• Funny sells! Who’s your target audience?
• Big idea is most important value.
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Thank you from Martini MediaMartin Rincon,[email protected]
Elizabeth Adams,[email protected]
BLOG/VLOG: www.martinimedia.com/blog
twitter: @martinivideo