Download - Video Marketing Fundamentals
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Video Marketing Fundamentals
Steve Wiidemanwww.CreativeSearchStrategies.com
Influenced in Part by
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Course FastTrack
• Why having a written plan is everything• How to record your videos on and offline• What it takes to make a killer video• Where to put your output• A few SEO tips for video• How to go viral• Measure results, recalibrate
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A Sample CampaignCampaign Content Launch Date Socialized Metric 1 Metric 2
How To’s Planning 1/1/2012 1/1/2012 456,983 286
How To’s Building 1/8/2012 1/8/2012 576,321 159
Skits CMO 1/15/2012 1/15/2012 347,218 22
Skits CEO 1/22/2012 1/22/2012 421,019 39
SEO, Usability, Conversion, Branding
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How to Record Your VideosOffline Considerations Online Considerations
• Audio and microphone options• Lighting and shadows• Green screen capabilities• Equipment/camera• Resolution, camera settings• Interviews• Focus groups• Man on the street• At the office• Privacy implications• Legal requirements• Hosting options
• Audio and microphone options• Camtasia vs. Mac software• Recording dimensions• Producing dimensions for hosted• Producing dimensions for YouTube• Producing format for hosted• Producing format for TubeMogul • After effects• Animation• Animoto and similar tools• Copyright regulations• Hosting options
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What it Takes to Make a Killer Video
For the best image quality and playback, you should always use width and height dimensions that use a multiple of 4 (good), 8 (better), or 16 (best).
http://www.reelseo.com/encoding-frame-dimensions/
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What it Takes to Make a Killer Video
Though FLV may produce great output, iPad2 does not support Flash.
You can wrap the <object> tag for Flash video inside the <video> tag, and make both an .mp4 and an .ogv file (Firefogg.org).
http://websitehelpers.com/video/
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What it Takes to Make a Killer Video
http://websitehelpers.com/video/
Cross-browser compatibility will allow just about everyone to
see your video.
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What it Takes to Make a Killer Video
http://websitehelpers.com/video/
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What it Takes to Make a Killer Video
2-pass or 3-pass encoding = Yes
Transcoding Programs• Gordian Knot• AutoGK• SUPER• DivX
http://www.afterdawn.com/glossary/term.cfm/multipass
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What it Takes to Make a Killer Video
Questions Before Producing
• Is this a commercial, infomercial or for branding?• Do I capture the viewer in the first 2-5 seconds?• My video is….useful, informative, funny, unique• Is what I do mentioned in the title, description or
tags for SEO? How about my web address?• Does my video invoke sales principles, such as
scarcity, urgency, emotion, or reciprocity?
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Where to Put Your Output
Hosted• Cloud (Amazon S3, DreamHost)• On your web server with other website files
Video Networks• YouTube• Vimeo• MetaCafe• DailyMotion
OR
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A Few SEO Tips1. Keywords, keywords, keywords• https://ads.youtube.com/keyword_tool
2. Use a video sitemap• http://www.reelseo.com/how-video-sitemaps/
3. Have clear audio, text, and video4. Vary content prior to distribution5. Improve views, embeds, favorites, etc• Buying views (video ads) ‘might’ jumpstart views
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How to Go Viral
• Have a great brand theme• Be consistent• Be sexy• Be controversial• Use new technology• Engage others in videos
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How to Go Viral
• Engage others in videos
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How to Go Viral
• Use new technology
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How to Go Viral
• Be consistent
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MeasureYour
Results
TubeMogulGoogle Analytics
3rd Party Apps
http://bit.ly/smm-tracking
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Connect with Steve WiidemanWiideman has been working with Search Engine Optimization Since 2003 and
authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.
@seosteve
Steve Wiidemanwww.SEOSteve.com Facebook.com/stevewiidemanP. (562) 732-4417E. [email protected]