Video Marketing Fundamentals
Steve Wiidemanwww.CreativeSearchStrategies.com
Influenced in Part by
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
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
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
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/
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/
What it Takes to Make a Killer Video
http://websitehelpers.com/video/
Cross-browser compatibility will allow just about everyone to
see your video.
What it Takes to Make a Killer Video
http://websitehelpers.com/video/
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
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?
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
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
How to Go Viral
• Have a great brand theme• Be consistent• Be sexy• Be controversial• Use new technology• Engage others in videos
How to Go Viral
• Engage others in videos
How to Go Viral
• Use new technology
How to Go Viral
• Be consistent
MeasureYour
Results
TubeMogulGoogle Analytics
3rd Party Apps
http://bit.ly/smm-tracking
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]
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