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The ABC Of Video Marketing

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The ABC Of Video Marketing

  1. 1.               THE ABC OF VIDEO MARKETING  
  2. 2. THE ABC OF VIDEO MARKETING INTRODUCTION Here are some of our tips on how to get you • In 2010, mobile views of YouTube videos started with web video and the best ways to reached 200 million. 2 add it to your lead generation strategy. BENEFITS WHY • Videos are 53 times more likely than Video content marketing is growing in traditional web pages to receive an popularity for drawing prospects in at all organic first-page ranking. 3 stages of the buying cycle. From education • Video advertising recall is 2 times higher and thought leadership right through to than TV and online video content gets8.5 product demonstration to close a sale, video percent more attention than TV. 4 content now forms a vital part of the process now known as ‘inbound marketing’ – the • Video content is more likely to drive attraction of customers through online digital social media engagement than text, assets. photos, or audio. 5 Video playtime is now rivaling TV airtime: • In May 2011 YouTube announced it had reached its target of 48 hours of video upload per minute. That’s 100% growth on 2009 (24 hours per minute). 1 © Inside Consultants Limited 2011 www.theinsideteam.co.uk  | info@theinsideteam.co.uk | 0207 490 1052
  3. 3. THE ABC OF VIDEO MARKETING HOW TO MAKE A VIDEO Online video for marketing does not have to be expensively produced or professionally scripted. On the contrary, Internet users look for immediacy, honesty and transparency. Production values are secondary to how effectively you can communicate your expert knowledge with clarity and enthusiasm. Here’s how to get started: Positioning yourself and your company Record yourself giving some expert advice using your web cam and a system application such as PhotoBooth and iMovie on a Mac or Windows Live Movie Maker on your PC. Upload a file of your video to a hosting site such as SlideShare, Vimeo or YouTube, so it can either be viewed as streaming video or downloaded for viewing offline on a computer or mobile device (Podcast). Alternatively, upload it to your Facebook page, blog or website. How easy is that? © Inside Consultants Limited 2011 www.theinsideteam.co.uk  | info@theinsideteam.co.uk | 0207 490 1052
  4. 4. THE ABC OF VIDEO MARKETING Start with very short videos from 1 to 3 minutes. Talk Keep it informative and educational and again avoid freely and be yourself. The only bits you need to rehearse selling. Add a transcript to make it doubly searchable and are a smooth introduction and sign-off with your business usable for information-hungry speed-readers. For an name and offer. Avoid selling your company or product example of use of slides to combine audio, images and and keep it brief 9under 5 minutes – most hosting sites will video see this blog post by Faris Yakob “Be Nice or Leave”. have clip duration limits). For a great example see how http://farisyakob.tyepad.com/blog/2009/04/be-nice-or- popular Trish Jones, Blogging Queen, dispenses clear leave-slight-refrain.html. advice in her mini tutorials: http://www.youtube.com/user/TheBloggingQueen. Product Demonstrations Then try reportage – all you need is a mobile phone or There are tools now that let you create convincing video handy-cam. Viewers love compelling reportage from demonstrations to help in the sales closure process. footage shot on real locations such as industry events. You Features such as zoom in/out and an inset of you talking can sign up to online editing software such as Stupeflix to on the webcam can help improve engagement and help you remove any bloopers and add effect, although commitment. Check out: DemoBulder, Camtasia, some say you should show it warts and all. Allcapture. Slides Video tutorials for your existing customers When you need to impart more complex information to potential buyers who are looking to define their Using the above-mentioned software you can create requirements, you have options for information-rich detailed tutorials as a free gift to your existing customers presentation slide videos. Content you can montage to help them be better users of your products and services. includes photos, slides, info graphics, screen grabs and live It’s a great way to increase loyalty and forge on-going searches on Google including Google earth. Online personal connections. See a beginners screencast tutorial software solutions to generate high quality slides include from Edgy Root Studios: Prezi, Animoto, ProShow, Online Video Story and Sparkol http://www.youtube.com/watch?v=mb9u7lhdAAo. TV. © Inside Consultants Limited 2011 www.theinsideteam.co.uk  | info@theinsideteam.co.uk | 0207 490 1052
  5. 5. THE ABC OF VIDEO MARKETING How to promote your videos 2. Find out what people are looking for on YouTube by using its ‘Comment Search’ and ‘Suggest’ tools and 1. Create a YouTube channel and upload your if you want viral success your content must be entertaining video with a good accompanying surprising, unpredictable and delightful. See this description of your product and services and a YouTube 101 video: How to find out what’s hot on watermarked link to your web address in the final YouTube: frame. See the iPhoniacs channel from software http://www.youtube.com/watch?v=FEyRzaOrJyl&fea solutions providers 3D3R: ture=relmfu. http://www.youtube.com/user/iphoniacs 3. Use captions and subtitles to optimise your video for 2. Upload any video to your Facebook page or website search engines. Google Video and YouTube then embed with code to your bog, twitter and searches need keywords to optimise your video for LinkedIn pages. See how TechSmith promotes search engines, which match the title tag of the videos on Twitter: page. Always make your titles descriptive and never http://twitter.com/intent/user?screenname= mislead your viewers or they will quickly escape! TechSmith. 4. To extend the reach of your online network, record 3. Upload a file of your video to a hosting site so it can interviews with third-party experts. At least, you be downloaded to mobile devices as podcast. can try ‘shout outs’ (credits to others for their ideas) How to optimise who may be flattered enough to share your stuff with their community. See this interview with Kersh 1. Start with your choice of subject matter. How Media by Kent Video Production on YouTube: relevant is it to your prospects? Always remember http://www.youtube.com/watch?v+Pzb9K4sF0F4. to keep your audience in mind when planning your video. One trick is to relate your video to a breaking Tools to use news topic; the quicker you can respond to news, Now there are Online Video Platforms (OVP’s) to enable the more quickly you can move up search engines you to integrate different aspects of the video with your unique content. marketing process. For example Buto TV, Brightcove and Lontail Video provide access to licensed images and © Inside Consultants Limited 2011 www.theinsideteam.co.uk  | info@theinsideteam.co.uk | 0207 490 1052
  6. 6. THE ABC OF VIDEO MARKETING music, in-built social sharing and SEO features, About Inside optimisation for mobile devices and a variety of useful measurement tools too. Our advice is just to read all Inside helps agencies win new business. We get INSIDE the T’s and C’s very carefully for commercial restrictions your business and uncover the heart of what makes your before signing up – and then go ahead and have some agency and services unique. We help you get in front of fun! brands you want to work with. References So, while you focus on your client’s business, we focus on developing yours. 1 YouTube May 2011 2 Google: UK Mobile advertising 2011 If you would like to find out more: 3 Forrester Research: SEO for Blended Search Contact Us November 20008 4 Yume and IPG Media Lab: Effectiveness of Online and Televised Video Advertising May 2011-08-19 Inside Consultants Limited 5.G.1 The Leathermarket 5 eMarketer Report: 7 Trends for Online Video Weston Street Advertising Engagement March 2011 London SE1 3ER +44 (0) 207 940 1052 www.theinsideteam.co.uk info@theinsideteam.co.uk © Inside Consultants Limited 2011 www.theinsideteam.co.uk  | info@theinsideteam.co.uk | 0207 490 1052

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