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HowtoUseOnlineVideoforMarketingMikeVolpeVPMarketing@HubSpotTwitter:@mvolpeKarenRubinProductOwner@HubSpotTwitter:@karenrubinOutb
oundMarketingOutboundMarketingisBroken800-555-1234AnnoyingSalespersonMarketingHasChanged1950-20002000-2050InboundMar
ketingBlogSEOSocialMediaInboundMarketingConvertGetFoundGetFound•Publish•Promote•OptimizeConvert•Test•Target•N
urtureProcessToolsGetFound•ContentMgmt•Blogging•SocialMedia•SEO•AnalyticsConvert•Offers/CTAs•LandingPage
s•Email•LeadIntelligence•LeadMgmt•AnalyticsOnlineVideoMarketingPublishOptimizePromoteAnalyzeOnlineVideoMarketingPub
lishOptimizePromoteAnalyzeWhattoPublish?•Blog•Podcast•Videos•Photos•Presentations•eBooks•NewsReleases•Anything…WheretoPublish?V
ideoContentTrade-OffInformative•Interviews•Webinars•DemosEntertaining•Musicvideos•Spoof/comedy•DramaVideoConte
ntTipsShortissweetFocusonfirst10secondsLivevideosrequirenoeditingCamerashy?TryscreenrecordingBeyourself,outlinenotscrip
tIterateShortisSweethttp://www.youtube.com/watch?v=Q3yCB7AvvAkFocusonFirst10Secondshttp://www.youtube.com/watch?v=4-l
Ge5MnBlYAttentionDeclinesRapidly•Shorteralmostalwaysbetter•Commandattentionatstart•Fastpacekeepsattention•DatafromEyeV
iewDigital(www.EyeViewDigital.com)LiveVideoRequiresNoEditinghttp://www.youtube.com/watch?v=t74O5rACAP4CameraShy?TryScreenRecordinghttp://www.youtub
e.com/watch?v=0glUGk81KygBeYourselfhttp://www.youtube.com/watch?v=R6duq7Z3zO4Iteratehttp://www.youtube.com/watch?v=CnNsy5W7FuYCame
raCheapisfine(under$500)ExternalmicrophonejackHDisnotrequiredforwebWidescreen(16:9)isagoodideaOtherGearLig
htinghelpsalot•Target,WalmartorCraigslistCheapermicrophonesareokTripodScreenrecording•Camtasia($)orCamStudio(opensource)EditingFreeso
ftwareisfine•MaciMovieorWindowsMovieMakerTimeconsuming•AllocatetimetotherightvideosThingstoAvoidforVideoBacklightorwindowbackg
roundsExpensivecameraTilefloorsoremptyrooms(echo!)Expensiveeditingsoftwarehttp://www.youtube.com/watch?v=4R49OWIMvbYTechnical
VideoFormats.WMV•Windowsformatfortheweb.MOV•AppleformatforiTunesandtheweb.M4V•AppleformatforiTunes,iPodsandiPhonesFlash•Mostco
mpatible-useforallwebposting!TechnicalVideoFormats-ShortcutRecordandeditvideoinanyformat•Usewhatworkswithyourcamera
&softwareUploadtovideosharingsites•YouTube,Blip.tv,Vimeo,Viddler,Metacafe…Theyconvertthefileforyou•Theyalluseflashastheirfo
rmatEmbedfromvideosharingsites•JustcutandpastetheHTMLcodePublishingEverywhereEasilyIfyouareinterestedintestingVisibleMeasur
esupcomingproduct,emailalpha@visiblemeasures.comwithsubject“HubSpot”OnlineVideoMarketingPublishOptimizePromoteAnalyzeVi
deoOptimizationTrade-OffSearch(SEO)•Descriptive•Straight-forward•RelevantkeywordsSocial/Viral•Enticing
•Fun•MysteriousVideoTitleOptimizationTrade-OffSearch(SEO)Social/Viral“OptimizeLinkedInProfileforSEO”“Dude,ColdCallingisf
orLosers”VideoSEOforBloggingEmbedvideoinblogAdd“shownotes”ortranscriptionSEOforYouTubeTitle&DescriptionTagsPopularity/ViewsInbo
undLinks/EmbedsRatings&CommentsYouTubeSEO–Title&DescriptionTitleDescription•IncludealinkYouTubeSEO–TagsTags•Not
visibleonpublicvideopageYouTubeSEO–Popularity/ViewsViewsNotalwaysrealtimeMorepopular=morepromotionYouTubeSEO–Links/EmbedsBettervideosP
romoteyourvideosYouTubeSEO–Ratings&CommentsControversialorshockingEncouragepeopletorateSEOforiTunesTitle,Artist,DescriptionRevie
wsSubscribers/popularityAppealingimageiTunesSEO–Title,Artist,DescriptionTitleArtistDescriptioniTunesSEO–Reviews&PopularityReview
s:Askyourviewers!Subscribers/Popularity:Promotion!iTunesSEO-AppealingImageOnlineVideoMarketingPublishOp
timizePromoteAnalyzePromoteEverywhereTwitter•Tweetaboutit(acoupletimesisOK)•UseaURLshortenertotrack•Adda“TweetThis”buttonnexttoit•Askyo
urcompanytoTweetitFacebook•PosttheYouTubelinkinyourstatus•Postthevideotoyourbusinesspageand/orgroup•EncourageyourcompanytopostitLinkedIn•PostaYouT
ubelinkinyourstatus•SendittoyourLinkedIngroup•EncourageyourcompanytopostitStumbleUpon•SubmittheYouTubeURLasvideo•Playwi
thStumbleUponalittlebitfirst•http://blog.hubspot.com/blog/tabid/6307/bid/4108/28-Tips-To-Make-You-a-StumbleUpon-Superst
ar.aspxBlog•Embedinyourblog•AddtextforSEO•Respondtocomments•EncourageyourcompanytoblogitLeverageYourWholeCompanyPaidPromotionUsually
notworththetimeYouTubehasPPCprogramStumbleUponis$0.05pervisitorWhatisViral?Stalled:Neverbreak1millionviewsEmbraced:A
round4millionviewsBreakout:Longtime,ultimately10+millionviews–RareDatafromVisibleMeasures(http://www.visiblemeasures.com/news-and-events/blog/bid/
8920/The-Anatomy-of-a-Viral-Video-Ad-Campaign-in-Today-s-Advertising-Age)ForB2B,HubSpotconsidersitasuccessifyougetjust10,000viewsonYouTube.OnlineVid
eoMarketingPublishOptimizePromoteAnalyzeYouTubeInsightsWheredidmyviewscomefrom?YouTubeInsightsWhoiswatchingmyvideos?Y
ouTubeInsightsWhatisengaginginmyvideos?Blip.tvStatsVisibleMeasures/TubeMogulTryaCalltoActionattheEndhttp://www.yout
ube.com/watch?v=4-lGe5MnBlYHubSpot:Traffic,Leads,CustomersVisitorsLeadsCustomersSEO5,28975412YouTube834723SocialM
edia511281VisitorsfromYouTubeThankYou!www.HubSpot.com/free-trialwww.Grader.comwww.HubSpot.tvMikeVolpeVP
Marketing@HubSpotTwitter:@mvolpeKarenRubinProductOwner@HubSpotTwitter:@karenrubin