THE ABC OF VIDEO MARKETING

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
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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?
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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.
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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
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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