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18 Νοε 2013 (πριν από 3 χρόνια και 9 μήνες)

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Developing a Winning Mobile &
Video Marketing Strategy

Presenter:

@
KentjLewis

President & Founder

Anvil Media, Inc.

www.AnvilMediaInc.com

About Anvil Media

Anvil Media, Inc.

is a digital marketing

agency specializing in search engine
optimization,

pay
-
per
-
click management,


social media and mobile marketing,
online
reputation management, web analytics, and site conversion optimization
services.

Agenda

Why Video?

Video Marketing Best Practices

YouTube Video Best Practices

Case Study & Resources

Q&A

Ultimate storytelling vehicle

Video has 5x greater recall than the written word

1 HD video = video, audio, images &
text

Why Video?

2nd
most popular search engine

Consumers use it throughout the sales
cycle

Why Video?

Global Video By The Numbers

54% of global Internet traffic will be video in 2016

Globally, Internet video to TV doubled in
2011

Video
-
on
-
demand (VOD) traffic
will triple by
2016

68% of viewers share video
links

US Video By The Numbers

86% of the U.S. internet
users
viewed online video

183M users
watched more than
37B videos

The
average length of videos viewed 6.1
minutes

Video
ad views reached nearly
11B

Advertisers spend $2.9B on video ads in 2012



Source
: comScore October 2012 U.S. Online Video Rankings

Social Investment 2012

Mobile Video Exploding

Tablets & Video Usage

Video Advertising

Other Digital Video Industry Players

Content Development Via Research

Benchmark the competition & industry

Review comments of existing
videos

Ask your customers what they want to watch

Content Development Via Research

Analyze
video Hot Spots

Consider A/B testing content

Utilize keyword research tools for trending
ideas

Look at what is trending on YouTube home page

Video Marketing Content Strategies

Create content for all stages of the sales cycle

Awareness: news, trends & interviews

Interest: how
-
to’s

& product
demos

Intent: success stories & product comparisons

Purchase: FAQs & training
seminars

Video Marketing Content
Strategies

Interviews (team, customer or industry pundits)

Q&A (answer common customer questions)

Behind
-
the
-
Scenes
(backstory, culture, etc
.)

Promotions (special contests & incentives)

Video Production Best Practices

Target duration: 30
-
120
seconds

You have 10 seconds to capture viewers

Utilize text boxes & graphics for branding

Include a CTA in video
close

Video Production Best Practices

Create
text transcript for SEO (& ADA)

Create podcast from audio (for iTunes)

Create still images for Pinterest, Flickr, etc
.

Protect & track via
watermarking, as appropriate

Video Production Best Practices

Set
default sharing to “public” or “allow all


Always
comment
using a
Google+
profile

Utilize a variety of thumbnails to differentiate


Video Optimization Best Practices

Incorporate keywords throughout channel/profile

Incorporate keywords in filename, title, description

Include relevant URL in front of
description

Include a call
-
to
-
action in the description

Video Optimization Best Practices

Add
descriptive “tags” to videos if available

Ensure videos are properly categorized

Select a compelling thumbnail

Video Promotion Strategies

Create a video sitemap (for SEO)

Embed & promote videos across web properties

Include surrounding text for
context

Incorporate links/QR codes in print collateral

Promote channel/videos in electronic collateral

Incorporate into advertising & PR
campaigns

YouTube is #3 Social Platform

YouTube By The Numbers

60 hours of video uploaded every minute

Over 4 billion videos are viewed a day

YouTube Mobile gets 400 million views a
day

YouTube By The Numbers

70
% of YouTube traffic comes from outside the US

Localized in 39 countries and across 54 languages

1 trillion views in 2011 (nearly 140 VPP
)

Top 200 Channels averaged $20K/
mo

in revenue

YouTube Channel Creation

Key Elements

1.
Username/URL

2.
About Me

3.
Playlists

4.
Analytics

YouTube Video Monetization

YouTube Video Monetization

YouTube Marketing Best Practices

Go Eco: repurpose existing content

Mobilize content creation & distribution

Leverage annotation to enhance
experience

Translate & localize video content

Follow community
guidelines

YouTube Marketing Best Practices

Optimize your default settings to streamline

Manage
copyright strikes & ID claims

Embed/syndicate across other social
channels

Always include context

YouTube Advertising Options

YouTube Keyword Tool

YouTube Video Targeting Tool

YouTube In
-
Stream Ads

YouTube Promoted Videos

YouTube
TrueView

Video Ads

YouTube Keyword Tool

YouTube Video Targeting Tool

YouTube In
-
Stream Ads

YouTube Promoted Videos

YouTube
TrueView

Video Ads

YouTube Analytics

YouTube Metrics

1.
Likes (per View)

2.
Comments (per week)

3.
Shares (per Video)

4.
Subscribers (per week)

Measuring Video ROI

Case Study: Concordia University

B
asketball
player Danielle
Clauson’s

buzzer
-
beater

Featured video campaign on YouTube

Backed up with Facebook campaign

The Ultimate Guide to Video Marketing on YouTube

http://
www.imediaconnection.com/content/32406.asp



5 Digital Trends You Need to Embrace

http://
www.imediaconnection.com/content/32763.asp



6 Social Media Platforms at
-
a
-
glance

http://
www.imediaconnection.com/content/24165.asp



How to be a Rock Star on 8 Social Media Platforms

http://
www.imediaconnection.com/content/30534.asp



Resource: Related Articles

Hand me a card to receive a copy of this presentation

Read articles & white papers in the
Anvil Resources section

Read our blog or follow us on Twitter (@
AnvilMedia
)

Sign up for our monthly email newsletter



@
KentjLewis




President & Founder



Anvil Media, Inc.

503
-
260
-
6700

kent@anvilmediainc.com


Thank You