Creating a Complete Video Marketing Strategy
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Creating a Complete Video Marketing Strategy
- 1. Creating a Complete Video Marketing Strategy Nick Greasley Field Marketing Manager, EMEA @nickgreasley @brightcoveuk
- 2. Brightcove Inc. Online Video is Everywhere Video represents the majority of traffic on the web today – and it is growing! Video is exploding on mobile devices Video is proliferating on social media services: Facebook, Twitter, Snapchat, etc. Why? Impactful in engaging people Rapid technological innovations: bandwidth, improving tools / standards for creation, distribution, management
- 10. Brightcove Inc.
- 11. Brightcove Inc.
- 12. Brightcove Inc.
- 16. Brightcove Inc.
- 17. Brightcove Inc.
- 18. Brightcove Inc.
- 21. Brightcove Inc.
- 22. Brightcove Inc.
- 23. Brightcove Inc. PLAYER CUSTOMISATION: CALLS TO ACTION Guided Selling Conversion Tools
- 24. Brightcove Inc. Video Moves Retention & Advocacy
- 25. brightcove.com25
- 26. Brightcove Inc.
- 27. ©2014 Brightcove Inc27 |
- 28. How Do You Know If This Is Success?
- 29. Best Practices Macro level analytics Total views Play rates Device types Referral sources Micro level analytics Engagement rates Time viewed
- 30. The most comprehensive suite of video technologies for the needs of the modern marketer ©2015 Brightcove Inc30
Editor's Notes
- Think most people in marketing are aware that video is big ATM. Consumers want video and it’s everywhere online, on desktop, mobile and connected devices. Internet users consume tens of billions of videos a day. So its crucial that marketers are comfortable with video, knowing which types of video to produce, where and how to distribute them, and how to measure their success.
- And video has proven ROI as well as impacting a whole host of key marketing metrics as you can see here. One of the richest content types you can offer your audience.
- COMPLETE video strategy – Map to customer lifecycle. So let’s start with awareness. How do you use video to get people to your website?
- Just having video on your site makes you 53 x more likely to rank on the first page of Google.
- Let’s look at some real life examples of effective use of video to drive awareness. A lot of people might not immediately think HSBC when thinking about content marketing but when you look at their home page you can see that they’ve really thought about how to use video effectively. You immediately notice a ‘watch video’ call to action in the middle of the screen here CLICK There’s a ‘top videos’ section in the bottom right hand corner there CLICK And in the nav bar, where on this sort of corporate website we normally expect to see lines and lines of small text CLICK
- We see video in the top level navigation of their home page Shows thought into engagement and keeping users on site
- BNP – video first approach
- JP Morgan Chase Improve UX – interactive and searchable transcripts Video good for SEO anyway – transcripts also add more findable content
- As provider of an OVP – get asked about free solutions a lot. Interesting “High Cost of Free” whitepaper to download. But here are some key points around YouTube
- To demonstrate, when you search for HSBC on YouTube, this is what you’ll see. Try and spot the points that, if you worked for HSBC, you wouldn’t want people to see when searching for your brand. Ads for other companies Sky ad BBC News channel Russell Brand video bad mouthing HSBC
- Select one video, assuming you’ve turned autoplay off, presented with other video options. You’re on a different channel. You can look at videos of other bank’s headquarters which could lead you to their content. Weightlifting videos….
- And finally when thinking about awareness, it’s of the utmost importance to have a mobile strategy. Your video content needs to work at a high quality including social sharing functionality. Brightcove’s technology removes this worry for you, automatically delivering you content in the correct format and bandwidth for the device the user is viewing the content on.
- So now that we have discussed how to get people to your site in the first place, we now need to take a look at how to make visitors stick around, and engage with your brand.
- Portals as well as playlists and microsites, are particularly powerful ways to increase engagement and time on site.
- Portal from BB&T – related content always in bottom nav
- This is a B2B example from our client Emerson Process Management. Their video portal is available in 10 languages, can be searched or browsed using a number of different categories and filters, and offers valuable informative content on a number of topics, products and services.
- Investec
- Conversion – v important
- Importance of video show by: Companies using video require 37% fewer unique site visitors to generate a marketing response.
- For higher conversion rates it’s important to surround your content with clear calls to action, in order to drive next step. In this example from Putnam, we have related resources, learn more and share, as well as rate.
- More easily accessible CTAs in this Capgemini example
- And Commonwealth Bank of America Links to find out more Related videos
- Finally but also v importantly, retention and advocacy, or loyalty. Generally, offering rich media content that makes communication with your audience easier will help to grow loyalty, but there are some specific ways you can use video for this.
- HSBC video library All sorts of resources for customers to access, not requiring them to navigate through a huge website and read literature
- Also great way to give market or company updates Also useful for internal comms to get people to actually engage with your internal literature and news.
- Finally, analytics Need to know how everything is performing and what impact your strategy is having so that you can measure and prove ROI.
- Views, likes and shares are important as basic measures of performance But need to measure on a more detailed level to see what actions are being taken as a result and how people are interacting with your content.
- You need to know where they are coming from, which pages are seeing the most views, which videos work well in which locations. And metrics like engagement rates can show you where the viewers are dropping off. And help you adjust your content immediately, or for future campaigns. If you’re using Marketing Automation Platforms like Marketo and Eloqua, its possible to track individual users to segment your audience, and develop very targeted nurture campaigns based on viewer behaviour.
- Finally, if you are interested in a free video strategy session with Brightcove, please let me know during the roundtable and I’ll be happy to explain more about how we can help.