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. info@seosteve.com