Phil Nottingham runs through tips and strategies for using video across many marketing channels. This presentation was initially delivered at SMX Munich 2018

1. Title goes here
Text goes here. What do you have to say?
Say it here! With this layout, you can have a
nice feature image to delight it up.
Video for SEO,
CRO, CRM and
Other Acronyms…
Phil Nottingham
InOrbit 201815th March

2. Title goes here
Text goes here. What do you have to say?
Say it here! With this layout, you can have a
nice feature image to delight it up.
and I run marketing for
I am a video strategy consultant
by

3. I’ve been working in film and video for 10 years
And I know how to operate one of these

4. “By 2019, 80% of the World’s Internet Traffic Will
Be Video”
Cisco
When I see quotes like this…

5. I think of this

6. But most video is created with these

7. Video is not a strategy
It’s a media type

8. Active
Browsing
Passive
Browsing
Restricted Media Type
Fluid Media Type
Website

9. We’re used to thinking really
big with our video ideas

10. Budget
Target Audience
1 person A few people Active leads Entire target market
Everything Pre 2005

11. Because most of our context
is informed by TV & Ads

12. Budget
Target Audience
1 person A few people Active leads Entire target market
In-House
Agency

13. You shouldn’t outsource
the small things

14. Budget
Target Audience
1 person A few people Active leads Entire target market
In-House
Agency
Start Here

15. And the small things are where the
most interesting things are
possible

16. SEO

17. OWN WEBSITE SOCIAL CHANNELS
Specific Context Broader Context

18. “Does video SEO even matter now given
that YouTube have most rich snippets?”
SEVERAL PEOPLE IN THE AUDIENCE

19. For queries where video is a good
answer, having a video on the page
matters.

22. Google are also experimenting
with different types of snippets

24. You can get videos indexed
by using schema.org markup
with JSON-LD or Microdata

26. Google will also index
transcripts when they are
included with schema

28. “What videos should we
make for website SEO?”
SOMEONE IN THE AUDIENCE

29. Check “videos triggered”
report in Stat to see queries
where videos are present

31. Queries likely to return video-based results
•“How to..”
• “Watch…”
•“How do…”
•“Make…”
•“What is…”
•“What should…”
•“Demonstration of…”

32. “People also ask”
report is also helpful for
inspiration

35. The most popular content on
YouTube is music
(not cats)

37. Video = Aural + Visual

38. YouTube = Aural+ Visual

39. YouTube Opportunity Score
MEAN(1:10(Views / Age in Months / Quality ))
Scored 1-10

40. Everyone says you need your
keywords in your title for
YouTube SEO

42. I think everyone is wrong.

43. Clicks > Keywords

45. These numbers tell you
whether YouTube is providing
value for you, as channel

47. Drinks tube have really great
YouTube thumbnails

49. “Think of your thumbnails like movie posters”
KIEL DEVALERA FROM DRINKS TUBE

50. Custom Thumbnail = 35%
increase in play rate

51. Use playlists to rank for terms
you don’t have videos for

52. NBED DR Dre beats at
screenshot

53. SEM/PPC

54. SMM/PPV

55. I’ve worked out the secret to
getting ROAS with paid video
promotion

56. $600 was spent on two videos, with
exactly the same audiences and
distribution settings

57. Impressions: 88,369
10 second views: 10,933
95% views: 4,945
Cost per complete view: $0.12

58. Impressions: 157,083
10 second views: 37,032
95% views: 13,423
Cost per complete view: $0.04

59. I’m getting far better ROI from Facebook
promotion than YouTube these days

60. 1

61. “Why do we check Facebook?”

64. We’re Bored
We’re Mobile

68. We’re Bored
We’re Mobile
We’re Muted
We have a few spare minutes

69. Video = Aural + Visual

70. YouTube = Aural+ Visual

71. Facebook = VISUAL+ Aural

74. Snacks

75. YouTube has a skip ad
button

77. Facebook also has a skip ad
button, it’s called a “thumb”.

79. “The number of impressions is not the number of
people impressed”

80. “The number of likes is not the number of people
who like it”

81. Organic Potential

82. Paid Distribution

83. CRO

85. https://wistia.com/blog/google-analytics-for-video-roi

86. Turnstile

87. 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

88. Turnstile Conversion Rate by Video Length

89. • Lectures
• Webinars
• Courses
• Interviews
• Workshops
• Webcasts
Video Formats for Lead Generation

90. CRM

91. Video is the most trackable media type

92. It’s particularly good for
segmentation and marketing
automation

94. 1:1 Video

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

97. These people worked for
everyone back in 2010

98. The 2018 equivalent of “high
quality images” is
personalised video.

99. Personal > Personalised

100. bamboo HR

101. Katie from Wistia sends out
dozens of personal videos each
day.

102. wistia.com/soapbox

104. Personal also works for 1:Many

107. MBCMECAH
(making business communications more engaging, creative and human….. obviously)

108. The robots are taking over…

109. The future of great
marketing is human
(and canine)

110. Thank you!
@philnottingham