互联网视频营销精要课件.ppt

1、How to Use Online Video for MarketingMike VolpeVP Marketing HubSpotTwitter: mvolpeKaren RubinProduct Owner HubSpotTwitter: karenrubinOutbound MarketingOutbound Marketing is Broken800-555-1234AnnoyingSalespersonMarketing Has Changed1950 - 20002000 - 2050Inbound MarketingBlogSEOSocial MediaInbound Mar

2、ketingConvertGet FoundGet FoundPublishPromoteOptimizeConvertTestTargetNurtureProcessToolsGet FoundContent MgmtBloggingSocial MediaSEOAnalyticsConvertOffers / CTAsLanding PagesEmailLead IntelligenceLead MgmtAnalyticsOnline Video Marketing Publish Optimize Promote AnalyzeOnline Video Marketing Publish

3、 Optimize Promote AnalyzeWhat to Publish?BlogPodcastVideosPhotosPresentationseBooksNews ReleasesAnythingWhere to Publish? Video Content Trade-Off Informative Interviews Webinars Demos Entertaining Music videos Spoof / comedy DramaVideo Content Tips Short is sweet Focus on first 10 seconds Live video

4、s require no editing Camera shy? Try screen recording Be yourself, outline not script IterateShort is Sweethttp:/ on First 10 Secondshttp:/ Declines RapidlyShorter almost always betterCommand attention at startFast pace keeps attentionData from EyeView Digital (www.EyeViewD)Live Video Requires No Ed

5、itinghttp:/ Shy? Try Screen Recordinghttp:/ Yourselfhttp:/ Cheap is fine (under $500) External microphone jack HD is not required for web Widescreen (16:9) is a good ideaOther Gear Lighting helps a lot Target, Walmart or Craigslist Cheaper microphones are ok Tripod Screen recording Camtasia ($) or C

6、amStudio (open source)Editing Free software is fine Mac iMovie or Windows Movie Maker Time consuming Allocate time to the right videosThings to Avoid for Video Backlight or window backgrounds Expensive camera Tile floors or empty rooms (echo!) Expensive editing softwarehttp:/ Video Formats .WMV Wind

7、ows format for the web .MOV Apple format for iTunes and the web .M4V Apple format for iTunes, iPods and iPhones Flash Most compatible - use for all web posting!Technical Video Formats - Shortcut Record and edit video in any format Use what works with your camera & software Upload to video sharing si

8、tes YouTube, Blip.tv, Vimeo, Viddler, Metacafe They convert the file for you They all use flash as their format Embed from video sharing sites Just cut and paste the HTML codePublishing Everywhere EasilyIf you are interested in testing Visible Measures upcoming product, email with subject “HubSpot”O

9、nline Video Marketing Publish Optimize Promote AnalyzeVideo Optimization Trade-Off Search (SEO) Descriptive Straight- forward Relevant keywords Social / Viral Enticing Fun MysteriousVideo Title Optimization Trade-Off Search (SEO) Social / Viral“Optimize LinkedIn Profile for SEO”“Dude, Cold Calling i

10、s for Losers”Video SEO for Blogging Embed video in blog Add “show notes” or transcriptionSEO for YouTube Title & Description Tags Popularity / Views Inbound Links / Embeds Ratings & CommentsYouTube SEO Title & Description Title Description Include a linkYouTube SEO Tags Tags Not visible on public vi

11、deo pageYouTube SEO Popularity / Views Views Not always real time More popular = more promotionYouTube SEO Links / Embeds Better videos Promote your videosYouTube SEO Ratings & Comments Controversial or shocking Encourage people to rateSEO for iTunes Title, Artist, Description Reviews Subscribers /

12、popularity Appealing imageiTunes SEO Title, Artist, Description Title Artist DescriptioniTunes SEO Reviews & Popularity Reviews: Ask your viewers! Subscribers / Popularity: Promotion!iTunes SEO - Appealing ImageOnline Video Marketing Publish Optimize Promote AnalyzePromote EverywhereTwitterTweet abo

13、ut it (a couple times is OK)Use a URL shortener to trackAdd a “Tweet This” button next to itAsk your company to Tweet itFacebookPost the YouTube link in your statusPost the video to your business page and/or groupEncourage your company to post itLinkedInPost a YouTube link in your statusSend it to y

14、our LinkedIn groupEncourage your company to post itStumbleUponSubmit the YouTube URL as videoPlay with StumbleUpon a little bit first http:/ Embed in your blogAdd text for SEORespond to commentsEncourage your company to blog itLeverage Your Whole CompanyPaid Promotion Usually not worth the time YouT

15、ube has PPC program StumbleUpon is $0.05 per visitorWhat is Viral? Stalled: Never break 1 million views Embraced: Around 4 million views Break out: Long time, ultimately 10+ million views Rare Data from Visible Measures (http:/ B2B, HubSpot considers it a success if you get just 10,000 views on YouT

16、ube.Online Video Marketing Publish Optimize Promote AnalyzeYouTube Insights Where did my views come from?YouTube Insights Who is watching my videos?YouTube Insights What is engaging in my videos?Blip.tv StatsVisible Measures / Tube MogulTry a Call to Action at the Endhttp:/ Traffic, Leads, CustomersVisitorsLeadsCustomersSEO5,28975412YouTube834723Social Media511281Visitors from YouTubeThank You!www.HubS VolpeVP Marketing HubSpotTwitter: mvolpeKaren RubinProduct Owner HubSpotTwitter: karenrubin