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Video Marketing

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What is Video Marketing?

Video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service.

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Why You Do Video MarketingSummary of Goals and Content Type

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Benefits of Video Marketing1. Rank Higher on Google2. Improve Email Open Rates and Click-Through Rates3. Convert More Users4. Video adds the “wow” factor to your online marketing5. Video is more likely to go viral6. Video helps convey complex information more clearly

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Building a Video SEO Strategy1. Defining and implementing a goal-driven strategy2. Possible Goals for Video SEO3. Keyword Research4. Rich Snippets5. Brand Awareness6. Call To Action7. Links and Social Shares

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Defining and implementing a goal-driven strategy1. Define the business goals.2. Define the appropriate audience, hosting, and promotional strategy for

the goal.3. Create content that matches the business goals and the audience

demographic.

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Rich Snippets

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Call to Action1. Include one in each video

2. Create a sense of urgency

3. Make it easy to understand

4. Ask others to share it

5. Recruit affiliates & social media followers to help spread the word

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Video Optimisation

The application of SEO best practices in order to ensure that video content achieves maximum discoverability across search engines & ultimately, visibility amongst your target audience.

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Video SEO IS1. Helping search engines more easily “understand” video content

2. To be used in conjunction with overall best practices for general SEO

3. Something to play an important role in an overall video strategy

4. A method to drive valuable traffic to your video content

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Options for Video SEO & DiscoverabilityHosted -

Optimization of video content that is on your website

Posted -

Optimization of video content uploaded to video sharing sites

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Options for Video SEO & DiscoverabilityHosted -

Optimization of video content that is on your website

Posted -

Optimization of video content uploaded to video sharing sites

- YouTube

- Vimeo

- Daily Motion

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YouTube.com

YouTube is a video-sharing website, created by three former PayPal employees in February 2005 and owned by Google since late 2006.

1. Steve Chen2. Chad Hurley3. Jawed Karim

December 2008 – World’s second largest search engine

YouTube is the most popular video platform for video engagement in the blogosphere with 81.9% of total embedded and linked videos; followed by Vimeo (8.8%), Daily Motion (4%) and MySpace (1.1%)

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SEO Factors for High YouTube Ranking1. Title2. Description3. Tags4. Views5. Ratings6. Playlist Additions7. Shares8. Comments9. Age of video10. Channel Views11. Subscribers12. Embeds and inbound Links

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Video Optimisation1. Metadata

2. Call to Action

3. Thumbnail Optimization

4. Annotations

5. Channel Optimization

6. Captions

7. YouTube Analytics

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Metadata1. Title - Offer keywords first, branding at the end

- For serial content, add the episode number to the end of the title.

2. Description - Accurately describe your video in one or two concise sentences. - Describe your channel and link to your channel page. - Drive viewers to subscribe (and include a subscribe link). - Link to other episodes or related videos and playlists. - Include links to your site and social media presence.

3. Tags - Include a mix of both general and specific tags. - Use enough tags to thoroughly and accurately describe the

video. - Include keywords from your title in your video’s tags.

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Thumbnail Optimization

Thumbnails show up in different sizes and formats all across the platform, and outside of it. Make sure you’ve got a strong, vibrant image that pops, no matter what size it is.

Guidelines

1. Looks great at both small and large sizes2. Accurately represents the content3. When shooting a video, take shots that will make great thumbnails4. Always upload custom thumbnails with the video file

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Annotations

Annotations are clickable text overlays on YouTube videos. Annotations are used to boost engagement, give more information, and aid in navigation. Be inventive! Producers are consistently finding new, creative uses for annotations.

Common Uses

1. Ask viewers to like, favorite or share a video.2. Ask a specific question to enhance viewer engagement.3. Make it easy for viewers to subscribe right from your videos.4. Create a table of contents for long-form videos.5. Link to related videos or content you reference in the video.6. Link to other videos in the series.7. Link to other videos, playlists, channels or full versions of shorter video clips.8. Make areas of your video clickable and interactive.9. Highlight your dot com or merchandise store. Link to your social media

presence.10. Direct viewers of older videos to newly uploaded content.11. Add text clarification to a specific part of the video.

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Channel Optimization

Channel Name

1. Name will appear across the site in search, suggested channel and channel browser placements.

2. Name can be edited from the channel page.3. Pick a channel name that is short, memorable

Channel Description

4. Accurately describe your channel.5. Use relevant keywords in the description.6. Don’t forget to add keywords.

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Channel Features

• Monetization (YouTube partnership)

1. The program has launched in your country.2. Good standing account and hasn't previously been disabled for monetization.3. upload original, quality content that is advertiser-friendly4. video content complies with terms and conditions and community guidelines.

You may not be able to monetize videos which use5. Music (including cover songs, lyrics, and background music)6. Graphics and pictures (including photographs and artwork)7. Movie or TV visuals8. Video game or software visuals.9. Live performances (including concerts, sporting events, and shows)

• Longer videos - To upload longer videos more than 15 minutes, enable the option and verify the account using SMS or Voice call.

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• Annotations

1. Types on Annotations - Speech bubble, Spotlight, Note, Title, Label2. Change fond, colors and positions3. Change annotation timing4. Link to annotation

• Captions - Captions open up your content to a larger audience, including deaf or hard of hearing viewers or those who speak other languages.

• Custom Thumbnails - You may upload custom thumbnails for your videos either during upload or in the Metadata editor of your channel

1. Have a resolution of 1280x720 (with minimum width of 640 pixels)2. Be uploaded in image formats such as .JPG, .GIF, .BMP, or .PNG3. Remain under the 2MB limit

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YouTube Analytics

• YouTube Analytics (YTA) is your channel's pulse.  Use YouTube Analytics regularly to assess your channel’s performance and investigate changes or trends across key metrics.

• Know Who Your Viewers Are – Which Content they like and current age, gender, and location of your viewers match up with your ideal target audience?

1. Demographics - Provides directional insights into audience age and gender2. Geography - Shows which countries your viewers are from.

• Know Where Viewers Are Finding Your Videos

1. Shows YouTube pages and embedding sites where viewers watch your videos.2. Shows external sites and YouTube features linking viewers to your videos.

• Know How Fans Interact With Your Videos1. Likes & Dislikes - Shows how many viewers give your videos a thumbs up or down.2. Comments - Shows how many comments are left on your videos.3. Sharing - Shows how many times viewers share your videos and where.4. Subscribers5. Favorites

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Key Lessons for Marketers

1. Short is Sweet2. Focus On first 15 seconds3. Camera Shy ? Try Screen Recording4. Be a well-oiled, consistent, video content machine5. Add Strong Call to Action6. Take video optimization and YouTube channel architecture seriously7. Apply branding consistently8. Adding more content is more important than adding more channels9. Engage your community with social media10. Don’t forget to create and upload video sitemap and to add it in

robots.txt file

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Video XML Sitemap1. URL2. Thumbnail3. Title4. Description5. Duration6. Category

Tool - http://www.canadaseozone.com/web-services/xml-video-sitemap-generator/

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Kill Lots Of Birds With Your VideoGet as much as you can out of your videos 1. News releases 2. Embed the videos in the company blog3. Embed the videos on the company website4. Share video in other video sharing sites5. E-newsletters (B to B and B to C)6. Blog posts 7. Tweets 8. Friends

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Thank You