互联网视频营销精要课件

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互联网视频营销精要课件
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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

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