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Search Sessions - Importance of Video Marketing with Powtoon

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Search Sessions - Importance of Video Marketing with Powtoon

The magic of video marketing is no secret: 64% of consumers are more likely to buy after seeing a video, videos can lower your cost per lead by 19%, and sites that leverage video get 41% more search traffic than non-users.

Video is no longer simply a tool for promoting your brand, it’s also revolutionizing how we work. In this session, Powtoon’s Head of Content, Nick Liebman covers:
• The main problem with communication today
• How companies can quickly implement video for any marketing need
• The secret to a 21st century workflow (Hint: it involves video!)
• Practical examples & actionable tips you can start using today
Learn about your next video marketing strategy today!

The magic of video marketing is no secret: 64% of consumers are more likely to buy after seeing a video, videos can lower your cost per lead by 19%, and sites that leverage video get 41% more search traffic than non-users.

Video is no longer simply a tool for promoting your brand, it’s also revolutionizing how we work. In this session, Powtoon’s Head of Content, Nick Liebman covers:
• The main problem with communication today
• How companies can quickly implement video for any marketing need
• The secret to a 21st century workflow (Hint: it involves video!)
• Practical examples & actionable tips you can start using today
Learn about your next video marketing strategy today!

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Search Sessions - Importance of Video Marketing with Powtoon

  1. 1. Video: A Better Way to Market, a Better Way to Work WITH Kristine Pratt Director of Content SEARCH SESSIONS Nick Liebman Head of Content Maja Teagle SEO Manager
  2. 2. Agenda 1 2 3 4 Q&A Introductions 5 6 The Age of Video & Effective Video Marketing Video Marketing Crash Course The Secret to a 21st Century Workflow Video Marketing & SEO
  3. 3. About Used by over 30M people worldwide, Powtoon’s all-in-one visual communication platform empowers individuals, teams, and enterprises to transform complex and scattered information into powerful videos and visual content with a professional look and feel. Powtoon’s collaborative platform makes visual communication easy to create, simple to manage, and quick to distribute. With hundreds of inspirational templates, branded characters, and millions of royalty-free footage and images, easily create videos in every style and format — animated explainers, whiteboard tutorials, promotional videos, screen recordings, video infographics, face-to-camera videos, and beyond!
  4. 4. Nick Liebman, Powtoon's Head of Content, originally hails from Chicago, Illinois. He produces classes, workshops, written content, and videos that help solve communication problems. Before joining Powtoon in 2016, he ran cleverbridge’s ecommerce blog, ranked one of the top eight CRO blogs on the internet by Digital Marketer. He honed his eclectic set of skills in the unlikely worlds of music, higher ed, and non-profit community organizing. He holds a B.A. in Music from Grinnell College, an M.M. in Music Composition from Butler University, and has performed his and others' music all over the world. Nick currently lives and creates with his husband in Tel Aviv. About Nick
  5. 5. “We offer affordable SEO specifically for small to medium-sized businesses. By supporting these businesses, we (and you) are supporting the backbone of economies all around the world.” 78,000+ Keywords On Page 1 Of Google In 2020 30,000 Full-service Customers 17 Countries 2.3 Million Keyword Rankings Tracked Per Month 9 Languages 86% Of Our Customers Get On The 1st Page Of Google Within 6 Months The Global Leader in SMB SEO Gavan Thorpe, Boostability CEO Full-Service SEO  Reporting Content Writing Website Design & Build
  6. 6. Video A better way to market; a better way to work Nick Liebman Head of Content Powtoon
  7. 7. We’re in the age of video... Sources: HubSpot; Wistia Skim the headlines Multitasking People actually watching Written Content Podcasts Video Visitors spend 2.6x more time on pages with video
  8. 8. What marketers say... Source: Wyzowl 86% of businesses use video marketing 93% of marketers say video is key to their strategy 86% of marketers claim video has increased traffic to their website 94% of marketers say video has helped them increase user understanding of their product or service
  9. 9. Video is now essential to the shopping experience... OVER HALF (55%) of people search for products first, then seek out videos for more information The video search “Which [product] should I buy?” has grown by over 200% 85% of people would like to see more videos from brands in 2021 55% 200% 85% Sources: ThinkWithGoogle 1, 2; Wyzowl
  10. 10. The video marketing challenge... Video Marketing Challenges Turnaround Time 02 C o s t 03 01 Q u a l i t y
  11. 11. Panasonic's UK marketing division was seeking a solution that would allow them to produce high-quality video content without the costly rates and prolonged project turnaround that are often associated with outsourcing to an agency. “I wanted to be able to create videos quicker and cheaper than using an agency,” “We went from creating 5 videos a year with an agency to about 5 videos a month, if not more,” said Daniel Creasey, UK Marketing Manager at Panasonic. From promoting whitepapers to creating product teasers and virtual event content, Panasonic leverages its social media and sets a new standard for their industry. See Panasonic’s case study
  12. 12. Video Marketing Crash Course
  13. 13. What kinds of videos can you use in your marketing? ● Product videos ● Promotional videos/ads ● Social media ● YouTube ● Webinars ● Screen recording/Video messaging
  14. 14. Nick… What are you talking about?! Give me something concrete!!!! You got it… Let’s dive into the Powtoon Studio...
  15. 15. The 21st Century Workflow
  16. 16. The 21st century workflow is all about video Instead of your next long email, stupefying spreadsheet, or marathon meeting, think about using video and visual communication for… ● Content creation ● Edits and Feedback ● Marketing/Sales Handoff ● Reporting success ● Onboarding/training ● Offboarding/Knowledge capture ● Communication with contractors/vendors
  17. 17. Put video to work for your marketing & your team! Sign up at Powtoon.com Download the Powtoon Capture Chrome Extension Check out Powtoon’s Template Gallery Want more? Get 15% off any Powtoon premium plan with the code ‘Event15’
  18. 18. Actionable SEO Insights Maja Teagle SEO Manager How to Get Your Videos Found on YouTube
  19. 19. How to Get Your Videos Found on 1. YouTube Keyword Research 2. Publish High-Retention Videos 3. Optimize Your YouTube Video 4. Embed + Promote Your Videos 5. Increase Engagement Signals
  20. 20. #1 - YouTube Keyword Research 1. Look at YouTube’s autocomplete suggestions 2. Find keywords competitors are using 3. Reference the keywords you’re using for traditional SEO a. Which terms are generating a relatively large search volume? b. Which keywords show videos in the SERP? 4. Optional) Use tools designed for YouTube Keyword Research a. KeywordTool.io What types of keywords and videos rank best for video? - How-to / question-based - Reviews - Tutorials
  21. 21. #2 - Publish High-Retention Videos Include Summary Include a summary of your video right at the start so people know what to expect. Get to the Point Avoid long intros and fluff. Immediately jump into the main takeaways to keep viewers engaged. Use Open Loops Open loops are previews throughout the video. Keep people engaged by dropping a preview of what will be discussed later in the video. Video Length Similar to traditional SEO, focus on producing videos that answer people’s questions and provide genuine value versus how long the video should be. 2 3 4 5 1 Say Your Keyword Say your keyword in the video because YouTube automatically transcribes it.
  22. 22. #3 - Optimize Your YouTube Videos Get ⅓ more clicks + traffic by using parentheses and brackets Use keywords in video title Place keywords at the beginning of title Video Titles Focus on increasing CTR
  23. 23. #3 - Optimize Your YouTube Videos 250 Words Use keywords 24x Be natural/avoid spammy language Promote your social platforms & website Direct people to subscribe to channel Video Descriptions
  24. 24. #3 - Optimize Your YouTube Videos Add supporting / niche tags related to the topic Create tags for target + supporting keywords Tagging Videos Tags help viewers find your content Tools can show you recommended tags for your video topic
  25. 25. #4 - Embed + Promote Your Videos
  26. 26. #5 - Increase Engagement Signals Likes + Comments ● Ask people specific questions. ● Avoid generic statements like ‘Let me know what you think in the comments section!’ Ask for Subscriptions ● Give people a reason to subscribe. ● Explain to them what they’ll be missing out if they don’t and the value they will receive if they do! Engagement signals are strongly correlated with ranking higher in YouTube
  27. 27. Questions? Kristine Pratt Director of Content Nick Liebman Head of Content Maja Teagle SEO Manager We’re here to help!
  28. 28. Need help with your SEO? Reach out to us! Visit boostability.com or call 8002611537 RSVP / Watch: boostability.com/search-sessions/

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