YouTube's 2014 guide to meta data in video optimisation
Did you see that YouTube released a Creator Playbook for Brands in March 2014? The Playbook is essentially a YouTube handbook – it tells you what you need to do as a brand to get the most out of the functions and tools that are available to YouTube channel owners. Possibly more than anyone else, YouTube (of the Google machine) are very aware of how advertising is changing shape in a climate of growing online content and shrinking attention spans.
In this article, I will provide you with what I hope will be a handy summary on what the Playbook says about optimising your content with video metadata.
Why bother with metadata?
There are a number of avenues through which you can generate views of your YouTube videos. Some viewers will find your videos in a simple, direct step. For example, they may visit…
Examples and techniques for integrating video with your email marketing
It doesn’t take a scientist or even a marketing expert to know that most people check their emails every day. Your friends, your coworkers, your mom, your grandmother, her grandmother. Email is used by virtually everyone regardless of age or any other demographic you can think of.
Email marketing is critical to your brand’s success and is still the best way to engage your audience and keep customers coming back. According to eMarketer, one of the top benefits of email marketing is that it yields a wealth of data about who a company’s best customers are.
Marketers can target those people and offer incentives or discounts to encourage them to share with their friends and advocate on behalf of the brand. Add video to your email marketing campaigns and you have an inexpensive, visually appealing and adaptable marketing medium for…
How online retail brands can benefit from video commerce
Consumers today want a visually engaging online shopping experience that is personalized at the same time. According to a recent study, 52% of consumers said that watching videos makes them more confident about their purchase decisions.
As one of the most shareable forms of media, videos not only boost your brand’s voice, but also help you build an emotional connection with your customer.
Thus, including it as a part of your marketing strategy will not only help you drive conversion, but also increase average order value, differentiate marketing campaigns, increase margins and reduce return and development costs.
6 ways for video engagement
Here are six ways suggested by MobStac on how to make videos work for your e-commerce store:
1. Feature engaging product videos
Not only does engaging video content improve the look and feel of your e-commerce website, but also has a huge…
Best practices for successful B2B corporate video campaigns
Online video marketing has come a long way in a relatively short space of time. What started out as secretly watching YouTube clips in your room or furtively sneaking a peek on your work computer has quickly developed into a practice suitable for the boardroom. In fact, a recent Forbes report stated that the majority of CEOs now prefer to watch a video than other types of content if both are on the same webpage.
Consequently, there’s been an upward trend in video marketing for B2B businesses, in both effectiveness and popularity. However, B2B video marketing campaigns have been slow to shake off their boring, corporate image, which consists of them focusing solely on their product or service with stiff, emotionless campaigns. Here are 7 examples of companies where brands have added personality to corporate video, we particularly like the approaches that Intel…
New research and examples highlight video marketing trends
Value: [rating=4]
Recommended Download: Research on the Future of Video Marketing, by Andrew Canter of the Branded Content Marketing Association (BCMA) - no registration needed
Video content marketing is now a key technique for companies to engage their audiences when video is embedded into landing or product pages, so we found this an interesting thought-piece. Research also shows that 'bite-sized chunks of content' or micro content is particularly effective for distribution through social networks and video marketing hits this sweetspot highlighted by this research:
This research from The BCMA highlights how video marketing should be driven by and integrated with content marketing strategy. The research asked leading experts from across the world on their thoughts and experiences of the 'future of digital branded video content'.
Key takeaways on video content marketing:
We found…
8 tips on how to plan and execute your animated video to support conversion
A tailored marketing video can engage potential customers and start them on their journey through your sales funnel.
Since there’s a lot to harmonize on your website and across your marketing channels; often irrelevant, complex and tedious information will drive your visitors away.
A video can take the place of text and provide a far more appealing method for communicating with prospective customers.
1.Target your market
Appealing to the right consumers with your online content is crucial. An animated explainer video placed across your online platforms can be highly effective at achieving this. A tailored animation can captivate your audience immediately and tell them about your product or service in an engaging way.
Whether your video is viewed on your landing page, on a streaming site like Vimeo, or on one of your social networks, including the right content and style will…
My pick of the 6 of the world’s most creative demonstration videos
Today, demonstration videos are as essential as websites. Consumers searching for a product or service online expect a more interactive experience. They want to know how a product works and what its major benefits are for them. And they want to know quickly, and without wading through a whole heap of written explanations.
Demonstration videos give you a chance to show off your new product or service, and reach a wider audience at the same time. After all, you may think your new product is brilliant, but not all products are as intuitive as the iPhone. And while your enthusiasm for it may be infectious when you’re talking to customers, you don’t have the time to talk to everybody, and anyway you don’t want to limit your reach. (more…)…
How video enhances the creativity for engineering marketing
The American author and renowned management consultant, Peter Drucker, once proclaimed that since the only real aim of a business is to create and keep customers, then all businesses could be seen as having only two basic functions; marketing and innovation. ‘Marketing and innovation produce results; all the rest are costs,’ he went on to conclude.
Whether you agree with Drucker or not, his point highlights that often difficult relationships are found in engineering and technology companies between marketing departments and R&D. Engineers must develop products the market wants, and marketers must communicate complex products to customers effectively.
When the product or system being engineered is highly complex or diffuse in nature and your target audience is not necessarily well versed in the technical language of your industry, a bridge is needed to create a connection between consumer and product.
Engineering firms…
Plus 4 examples of videos aligned with business goals
We find that many of our B2B clients have a lack of confidence about their businesses suitability to video (or should that be the other way around?).
They think that in order for a product to work in a video it needs to be entertaining in itself. But that is just not true - there are plenty of stories behind every business that are best communicated using video.
In many cases it is often easier with B2B as the target customer is often more clearly defined and understood. What is more complicated with B2B video is that marketers need to work harder to convince a number of decision makers in an organisation.
Here is an example of how we used 2 short videos to increase a B2B clients website by 10% - it only took 1 month to achieve this…
Interactive video encouraging direct response
Episode 1, Scene 1. Boardroom meeting, charts showing sales figures on the up, 3 people sit around the boardroom table.
You can cut the tension with a knife...
Financial Director: 'OK, so what's the plan?'Marketing Director: 'We're going to create an online video campaign, everyone's doing it, we're going to do it better, it's going viral.'CEO: 'I'm sorry?'MD: 'We're going to get loads of views, people will feel really warm to our brand and they will buy from our company like never before.'FD: 'Can we measure that?'MD: 'Erm, not really.'FD: 'Does the sales team get leads?'MD: 'No but that's not the point, it will bring people to us, inbound mar…'CEO: 'You're fired.'Marketing Director faintsCut.
Video - the conundrum
Though there are signs that belts are loosening and that companies are investing in creativity, when communicating with their audience. However, one of the biggest challenges faced by the marketing dept is…
