Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Video for SEO, CRO, CRM and Other Acronyms

585 Aufrufe

Veröffentlicht am

Phil Nottingham runs through tips and strategies for using video across many marketing channels. This presentation was initially delivered at SMX Munich 2018

Veröffentlicht in: Marketing
  • Als Erste(r) kommentieren

Video for SEO, CRO, CRM and Other Acronyms

  1. 1. Title goes here Text goes here. What do you have to say? Say it here! With this layout, you can have a nice feature image to delight it up. Video for SEO, CRO, CRM and Other Acronyms… Phil Nottingham InOrbit 201815th March
  2. 2. Title goes here Text goes here. What do you have to say? Say it here! With this layout, you can have a nice feature image to delight it up. and I run marketing for I am a video strategy consultant by
  3. 3. I’ve been working in film and video for 10 years And I know how to operate one of these
  4. 4. “By 2019, 80% of the World’s Internet Traffic Will Be Video” Cisco When I see quotes like this…
  5. 5. I think of this
  6. 6. But most video is created with these
  7. 7. Video is not a strategy It’s a media type
  8. 8. Active Browsing Passive Browsing Restricted Media Type Fluid Media Type Website
  9. 9. We’re used to thinking really big with our video ideas
  10. 10. Budget Target Audience 1 person A few people Active leads Entire target market Everything Pre 2005
  11. 11. Because most of our context is informed by TV & Ads
  12. 12. Budget Target Audience 1 person A few people Active leads Entire target market In-House Agency
  13. 13. You shouldn’t outsource the small things
  14. 14. Budget Target Audience 1 person A few people Active leads Entire target market In-House Agency Start Here
  15. 15. And the small things are where the most interesting things are possible
  16. 16. SEO
  17. 17. OWN WEBSITE SOCIAL CHANNELS Specific Context Broader Context
  18. 18. “Does video SEO even matter now given that YouTube have most rich snippets?” SEVERAL PEOPLE IN THE AUDIENCE
  19. 19. For queries where video is a good answer, having a video on the page matters.
  20. 20. Google are also experimenting with different types of snippets
  21. 21. You can get videos indexed by using schema.org markup with JSON-LD or Microdata
  22. 22. Google will also index transcripts when they are included with schema
  23. 23. “What videos should we make for website SEO?” SOMEONE IN THE AUDIENCE
  24. 24. Check “videos triggered” report in Stat to see queries where videos are present
  25. 25. Queries likely to return video-based results •“How to..” • “Watch…” •“How do…” •“Make…” •“What is…” •“What should…” •“Demonstration of…”
  26. 26. “People also ask” report is also helpful for inspiration
  27. 27. The most popular content on YouTube is music (not cats)
  28. 28. Video = Aural + Visual
  29. 29. YouTube = Aural+ Visual
  30. 30. YouTube Opportunity Score MEAN(1:10(Views / Age in Months / Quality )) Scored 1-10
  31. 31. Everyone says you need your keywords in your title for YouTube SEO
  32. 32. I think everyone is wrong.
  33. 33. Clicks > Keywords
  34. 34. These numbers tell you whether YouTube is providing value for you, as channel
  35. 35. Drinks tube have really great YouTube thumbnails
  36. 36. “Think of your thumbnails like movie posters” KIEL DEVALERA FROM DRINKS TUBE
  37. 37. Custom Thumbnail = 35% increase in play rate
  38. 38. Use playlists to rank for terms you don’t have videos for
  39. 39. NBED DR Dre beats at screenshot
  40. 40. SEM/PPC
  41. 41. SMM/PPV
  42. 42. I’ve worked out the secret to getting ROAS with paid video promotion
  43. 43. $600 was spent on two videos, with exactly the same audiences and distribution settings
  44. 44. Impressions: 88,369 10 second views: 10,933 95% views: 4,945 Cost per complete view: $0.12
  45. 45. Impressions: 157,083 10 second views: 37,032 95% views: 13,423 Cost per complete view: $0.04
  46. 46. I’m getting far better ROI from Facebook promotion than YouTube these days
  47. 47. 1
  48. 48. “Why do we check Facebook?”
  49. 49. We’re Bored We’re Mobile
  50. 50. We’re Bored We’re Mobile We’re Muted We have a few spare minutes
  51. 51. Video = Aural + Visual
  52. 52. YouTube = Aural+ Visual
  53. 53. Facebook = VISUAL+ Aural
  54. 54. Snacks
  55. 55. YouTube has a skip ad button
  56. 56. Facebook also has a skip ad button, it’s called a “thumb”.
  57. 57. “The number of impressions is not the number of people impressed”
  58. 58. “The number of likes is not the number of people who like it”
  59. 59. Organic Potential
  60. 60. Paid Distribution
  61. 61. CRO
  62. 62. https://wistia.com/blog/google-analytics-for-video-roi
  63. 63. Turnstile
  64. 64. 0 10 20 30 40 50 Start  0 - 10%  10 - 20%  20 - 30%  30 - 40%  40 - 50%  50 - 60%  60 - 70%  70 - 80%  80 - 90%  90 -100%   End 2.3x 4.5x Turnstile Conversion Rate by Location
  65. 65. Turnstile Conversion Rate by Video Length
  66. 66. • Lectures • Webinars • Courses • Interviews • Workshops • Webcasts Video Formats for Lead Generation
  67. 67. CRM
  68. 68. Video is the most trackable media type
  69. 69. It’s particularly good for segmentation and marketing automation
  70. 70. 1:1 Video
  71. 71. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
  72. 72. These people worked for everyone back in 2010
  73. 73. The 2018 equivalent of “high quality images” is personalised video.
  74. 74. Personal > Personalised
  75. 75. bamboo HR
  76. 76. Katie from Wistia sends out dozens of personal videos each day.
  77. 77. wistia.com/soapbox
  78. 78. Personal also works for 1:Many
  79. 79. MBCMECAH (making business communications more engaging, creative and human….. obviously)
  80. 80. The robots are taking over…
  81. 81. The future of great marketing is human (and canine)
  82. 82. Thank you! @philnottingham

×