Video is becoming an increasingly important part of many companies' marketing funnel, but knowing what to create and how to optimise it is incredibly difficult. Phil will be running through 3 types of videos all brands, big and small, should be creating; and providing tactical tips to ensure every video provides ROI in a matter of weeks rather than months. He'll cover social video optimisation, CRO with video, what video SEO looks like in 2016 and how you can measure the effectiveness of video in a meaningful way.

1. @PHILNOT TINGHAM

7. Technology has made
commercial relationships
less human

12. How have we tried to fix this?

13. Demonstrate Legitimacy

15. Demonstrate Credibility

17. Demonstrate Professionalism

19. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution.
@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT

20. Enter Video

22. @thecrafty

23. Video Allows you to…
Build Trust
Create a human connection
Tell a story

24. At Every Stage in the funnel

25. S O M E O N E I N T H E A U D I E N C E
“But Phil, We don’t know how to do video”

26. wistia.com/library/diy-office-video-studio

27. Today’s Agenda…
On-Site

28. My mission…
To give you something today that
you can immediately put into
action on Monday to improve
your video marketing

30. LOTS OF INCREDULOUS PE OPLE AT MARKETING CONFERENCES
“The world’s second biggest search engine
after Google!”

31. Facebook

32. Google

33. Bing

34. YouTube

35. It’s designed for
finding things, but also
for conversation and
collaboration

36. How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

37. How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

38. S O M E O N E I N T H E A U D I E N C E
“How can I work out what my audience are
looking for? ”

39. Keyword Research for
YouTube!
……is not really a thing

40. Find out what’s worked
before

49. S O M E O N E I N T H E A U D I E N C E
“What’s the most popular type of content
on YouTube?”

51. Video = Aural + Visual

52. YouTube = Aural+ Visual

53. Test before you invest

54. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

58. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative

59. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos

60. Lean testing for YouTube
1. Upload some generic video content on a dummy account
2. Change title, description and thumbnail to match proposed creative
3. See how many views you get from YouTube search and YouTube
suggested videos
4. Go and actually produce the videos which gain the most views

61. How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

62. PHIL NOT TINGHAM
“Of the 17 articles you've read about
YouTube Optimisation, you won’t believe
the one thing they’ve all got wrong….”

63. Clicks > Keywords

65. Best Practice for YouTube titles
✦
“Clicky” title
✦
< 55 characters
✦
Explicit value proposition
✦
Thumbnail is congruent with title

66. YouTube Suggested Video Traffic
Operation “Buzzfeed”

71. Custom thumbnail = 35% increase in play rate

72. Think of thumbnails like
movie posters

73. How to Optimise for YouTube
✦
Create videos that meet the needs of your audience
✦
Ensure your videos stand out from the pack
✦
Build a channel with a compelling value proposition

74. A Typical Brand YouTube Channel

78. YouTube
Channel
Framework
✦
Hygiene
✦
Hub
✦
Hero

79. YouTube
Channel
Framework
✦
Hygiene - Traffic from Search
✦
Hub - Traffic from Browsing
✦
Hero - Traffic from Social shares

80. Use Annotations to drive next
actions

82. Typical CTR …..
1.3%

83. If you include the word
“click”
2.6% (+202%!)

85. Use cards to encourage users
to watch other videos

87. Use playlists to rank for
topical queries

93. Facebook video is Mobile video

97. YouTube = Aural + Visual

98. Facebook = Aural + Visual

104. PAY TO PLAY = PAY TO GET ON
THE WAITING LIST

105. Content is a starting point for
conversation

106. Why will people care?
How will people engage?

107. Why will people care?
✦
Educates / informs
✦
Makes them look good
✦
Parasocial relationships
✦
Provides shared experience
✦
Surprises
✦
Provides amusement
✦
Thrills or excites
✦
Supports political/social views

108. How will people engage?
✦
Leave a comment
✦
Like the video
✦
Visit the page
✦
Share to own timeline
✦
Share on friend’s timeline
✦
Share via email/DM

110. Best Practice for Facebook titles
✦
Provide counterpoint or context
✦
Indicate reward for viewing with sound
✦
Can be nuanced and suggestive
✦
CTA included in text

111. On-Site Video
V I D E O O N YO U R W E B S I T E

112. “This is who we are”
CULTURE VIDEOS

114. “This is who we are”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

115. A B O U T PAG E

116. “This is who we are”
LEARNING VIDEOS
“This is what we know”
PRODUCT VIDEOS
“This is what we sell”
CULTURE VIDEOS

118. Don’t use these platforms for your on-site video…

119. A paid platform will give you much better data

121. Video SEO still matters…

122. In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…

123. In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage

125. In GWMT or Robots.txt
SCHEMA.ORG MARKUP VIA
JSON-LD
In the <head> of the page
SCHEMA.ORG MARKUP VIA
MICRO DATA
In the <body> of the page
VIDEO SITEMAP
Ways of getting videos indexed…
Awkward and
time-consuming to
manage
Unreliable and can
affect page speed
Fast, reliable and
unobtrusive

126. Customise your video player

127. Branded player colour = 19% increase in play rate

128. Use Turnstiles & CTAs to drive
next actions

129. 0
10
20
30
40
50
Start
0 - 10%
10 - 20%
20 - 30%
30 - 40%
40 - 50%
50 - 60%
60 - 70%
70 - 80%
80 - 90%
90 -100%
End
2.3x
4.5x
Turnstile Conversion Rate by Location

130. Average CTR - 12.1%

131. Average CTR - 13.6%
(+18%)

132. Just one more thing…

133. 300% increase in clicks vs
regular image

134. Ok, maybe one final thing…

135. Crawled 100K Keywords

136. Crawled 375K Landing Pages

137. 0.25% of pages had a video on
them

138. Let’s change that number

139. B U T F I R S T …

140. E V E R YO N E TO T H E BA R !