Adapt or Die:5 Digital Marketing Strategies for 2013

SpeakerKent Lewis (@KentLewis)

Anvil Media, Inc.

www.AnvilMediaInc.com

• Media-maximization• Penguin-proofing• Mobilization • Evangelism• Automation• Q&A

Agenda

About Me

How to leverage video to grow your businessThe latest website optimization techniquesHow to integrate mobile into your marketingTo rethink how you approach social mediaHow to automate your marketing for optimal ROI

Today You Will Learn

Why Video?

Video Marketing Best Practices

Video Optimization Essentials

Video Promotion Best Practices

1. Media Maximization: Video

Ultimate storytelling vehicle

Video has 5x greater recall than the written word

1 HD video = video, audio, images & text

2nd most popular search engine

Consumers use it throughout the sales cycle

Video: Why Do I Care?

Video: Popular & Growing

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

108B mobile videos were viewed WW in 2011

That number has surpassed 280B in 2012

Video: Global Usage Stats

Video: Sharing Platforms

60 hours of video uploaded every minute

Over 4 billion videos are viewed a day

YouTube Mobile gets 400 million views a day

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)

YouTube: Facts & Figures

YouTube Channel Creation

Key Elements1. Username/URL2. About Me3. Playlists4. Analytics

YouTube: Channel Setup

YouTube Best Practices

Go Eco: repurpose existing content

Mobilize content creation & distribution

Leverage annotation to enhance experience

Translate & localize video content

Follow community guidelines

Optimize your default settings to streamline

Manage copyright strikes & ID claims

Embed/syndicate across other social channels

YouTube: Best Practices

YouTube Advertising Options

YouTube Keyword Tool

YouTube Video Targeting Tool

YouTube In-Stream Ads

YouTube Promoted Videos

YouTube TrueView Video Ads

YouTube: Advertising Options

YouTube Metrics1. Likes (per View)2. Comments (per week)3. Shares (per Video)4. Subscribers (per week)

YouTube AnalyticsYouTube: Measurement

Video Production Best Practices

Target duration: 30-120 seconds

Include a CTA in video close

Protect & track via watermarking

Create text transcript for SEO (& ADA)

Create podcast from audio (for iTunes)

Create still images for Pinterest, Flickr, etc.

Set default sharing to “public” or “allow all”

Always comment via Google+ profile

Video: Marketing Best Practices

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

Video: Optimization & Promotion

2. The Equity of SEO

2. Penguin-proofing Your Website

3C’s of SEO

Content

Code

Credibility

SEO: Efficacy by Technique

SEO: Efficacy in 3D

Search Engine Ranking Factors

Future Search Ranking Factors

3. Mobilizing Your Marketing

PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable

Mobile: Device Adoption Growth

Mobile Privacy & SecurityMobile: Demographics & Privacy

Mobile Cross-Channel RetailMobile: Cross-Channel Integration

Mobile CouponingMobile: Shopping & Couponing

M-CommerceMobile: Assisted Shopping

Mobile: Ad Spend Trends

Gain industry and constituent insights

Provide affordable customer service

Create or extend brand awareness

Build community & thought leadership

Generate measurable top line revenue

4. Evangelism: Social Media

Social Media: Tactics & Channels

Social Media: Monitor & Measure

Manager vs. Evangelist

Tactical vs. strategic

Implement vs. manage

Talk vs. Inspire

Single voice vs. many voices

Monitoring vs. training

Social media vs. leadership experience

Social: Manager vs. Evangelist

Conversions: leads or sales

Engagement: conversations, sharing and sentiment

Metrics: relative vs. absolute (ratios)

Social Media: Measurement

79% of marketing leads never convert into sales

65% of B2B marketers haven’t established lead nurturing

50% of leads are qualified but not yet ready to buy

25% of leads are legitimate and should advance to sales

5. Marketing Automation

Develop & analyze marketing campaigns

Understand your prospects & customers

Lead management, scoring and nurturing

Automated campaign management & reporting

Marketing Automation: Benefits

Marketing Automation: Key Players

Move The Needle

Move The Needle

1. Create/optimize your YouTube channel

2. Upload/optimize a video

3. Syndicate and promote your video

4. Evaluate views (hotspots), comments, etc.

Move The Needle: Homework

Maximize video use (on YouTube)Penguin-proof your websiteMobilize your marketing efforts Evangelize social media within your organizationAutomate your marketing via tools

Key Takeaways

www.onlinemarketinginstitute.org www.anvilmediainc.com

Thank You