video marketing today: what's working now
Post on 08-May-2015
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Video Marketing Success:What’s Working Now?
with Lou Bortone
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Lou who? 20+ years in the TV business (Fox, E! Entertainment TV)
Have been doing video marketing since before YouTube!
Experienced marketing and branding executive
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If a picture is worth 1,000 words…
One minute of video is said to be worth 1.8 Million words! – Forrester Research
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The web has gone video
According to Cisco Systems, in the next few years 90% of all Internet traffic will be video!
With proper optimization, video increases the chance of a front-page Google result by 53%
The number of online video users will double up to 1.5 billion in 2016
Almost 92% of viewers share the videos seen online with others
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Video Marketing Rocks!
Generate more web traffic
Improve search engine rankings
Increase conversions and sales
Build a bigger database more quickly
Create stronger relationships with customers
Reach a much wider audience
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Why Use Video?
Use video to establish an immediate, personal and powerful connection to your stakeholders
Video accelerates the sales/decision process
Video dramatically increases the “know, like & trust” factor
Video breaks through the clutter and makes you more memorable…
© Lou Bortone
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Video Marketing TodayVideo Strategy
Video Content
Video Integration
Video Distribution
Video Engagement
Video Tools & Resources
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Video StrategyTypical video marketing goals:
Build and enhance your brand Increase online visibility and awareness
Drive engagement and interaction Create connections and loyalty (aka the “know, like and trust” factor)
Move the prospect to a specific action (buy)
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Video Strategy9
Connect Engage Move to Action
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Video ContentShort! RelevantTargetedEncourages interactionSharable (funny wins)Content trumps qualityMobile-friendlyCTA - What do you want the viewer to do?
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Vine.coMicro video!
Mobile App
6 seconds
Owned by Twitter
From Teen to Mainstream:Dunkin Donuts just ran a Vine ad on Monday Night Football!
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InstagramStarted as photos only - Now video!
Also a “social/mobile” app
Can apply “filters” for effects
15 second clips
100 Million users!
Owned by Facebook
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MixBitYouTube’s entry into the “micro-video” market
Brand new! (August, 2013)
iPhone App
1 second to 1 hour videos
Collect & mix videos from other users
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Video Integration Use an email platform that integrates video
One video can be “auto-shared” to numerous platforms - usually with one click!
YouTube/Vimeo
Google+
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Video ine-mail!
Video in email increases click-thru by 200-300%
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YouTube is Social!
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Video DistributionUse Vimeo for social distribution
Facebook, Twitter, LinkedIn, Pinterest, G+
Use YouTube for additional SEO benefits
Use on your own website
Create “mini vids” for Vine, Instagram, etc.
Continue to use Twitter & FB to promote
Also consider Slideshare.net
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Video DistributionFacebook is the 3rd largest site for watching videos!
1 auto-shared Tweet on Twitter results in 6 new YouTube sessions.
You can share videos to LinkedIn via Slideshare.net (or via YouTube)
Pinterest also takes videoGoogle Hangouts are taking off
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Slideshare.net
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Slideshare: Just Add Video!
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Connect to LinkedIn!
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Video and LinkedIn
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Video and LinkedIn
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Video and Pinterest
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Video and Pinterest
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Video and Google+
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Video and Google+
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Video EngagementDriving video views and interaction
YouTube - Use YouTube Creator Handbook Annotations, captions, customization, etc.
Optimize your Your YouTube videos
Use social video and SEOConsider Google Adwords and YouTube ads
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Video SEOSchema.org video mark-up "Videos are one of the most common types of results on Google and we
want to make sure that your videos get indexed. Today, we're also launching video support for schema.org. ...now the recommended way to describe videos on the web." - said Henry Zhang, Product Manager for Google Videos
You can review the full specification regarding VideoObject at schema.org. If you're already familiar with schema markup, this will be easy. Essentially, all you need to do is to include some additional HTML markup when you embed or publish a video on your page
Or, just get LeadPlayer! http://www.leadplayer.com/ http://www.leadplayer.com/update-new-leadplayer-seo-features/
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Lead Player
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Video Tools (the fun part)Lead Player
Viewbix
Easy Video Player
Wistia
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Why use a video player?Much more control & customization
Better viewer experience
You control the video environment
Enable sharing, redirects, list-building, CTA’s
Rich analytics
Many include video hosting
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Wistia
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Wistia
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Wistia
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Wistia
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Wistia
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Best Practices Combo of self-hosting plus Vimeo/YouTube Drive all social & video site traffic back to YOUR
website (where you control real estate) Leverage content - One video---many sites Use short, “quick hit” content for mobile and
social/mobile sites Vine, Instagram, Qwiki
Include a clear, compelling Call to Action in every video
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Key TakeawaysBiz strategy should drive video plansYou don’t have to be everywhere to look like you’re everywhere - Leverage is key
A video is only as good as its call to action“Quick hits” are driving mobile videoVideo is no-longer just talking heads
Video email, photo montages, slide shows, animation, video conferencing, etc.
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Thank You!CONTACT INFO:vip@loubortone.comwww.LouBortone.com@loubortone on Twitterhttps://www.facebook.com/OnlineVideoBranding
https://www.youtube.com/user/lbpromo603.498.9254
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