1. “Video Marketing
101”
Yelena Kadeykina
@MassChallenge
September 6, 2012
©Yelena Kadeykina

2. Personal intro
• Serial entrepreneur
• Specialty: online marketing/video marketing and
business development
• MIT Sloan Alum
• Community work: MIT Enterprise Forum Russia &
MassChallenge
©Yelena Kadeykina

3. Why video?
©Yelena
Kadeykina

4. Video is powerful
• Online video more than doubled from 2010 to 2011
• On YouTube alone over two billion videos are
viewed every day
• Having video on your website makes you 53x
more likely to appear on the front page of
Google search results…
• Video into your e-mail marketing increases clickthrough
rates by over 96%
©Yelena
Kadeykina

5.
What makes video so powerful?
5
©Yelena
Kadeykina

6. Video is a unique social medium
and the “most” social of all
• Reveals your passion
• Shows that you are genuine
• Establishes your unique identity
• Explains complex things
• Helps you clone yourself
• Builds trust
What elements make video so engaging?
©Yelena Kadeykina

7. Video
tells
a
story
and
shows
emo7ons…
7
©Yelena
Kadeykina

8. Humor!
8
©Yelena Kadeykina

9. Surprise!
9
©Yelena Kadeykina

10. How you define video marketing
It generally falls into one of two camps, both of which are valid
but beg definitions, differentiation, and division. We’ll break
these camps into two groups: “Marketing With Video” and
“Marketing A Video”.
©Yelena
Kadeykina

11. 4 Steps to video marketing
www.linkedin.com/in/yelenakadeykina
Publish
Increase ROI
CREATE PUBLISH
PROMOTE
Engagement TRACK
©Yelena
Kadeykina

12. I
need
a
ton
of
resources
to
get
started…
©Yelena
Kadeykina

13. What Do You Need to Get Started?
Housekeeping Notes
There ARE options
©Yelena Kadeykina

14. What cameras to get
• Don t overspend: $100-200 range, get
something what is easy-to-use and allows
an easy download
• Good ones are:
• KodakZx1 (USB and waterproof)
• Samsubg HMX-20
(autofocus & optical zoom)
Or read my blog for more
details:
http://www.pixability.com/blog
farewell-flip-long-live-online-video
©Yelena Kadeykina

15. Content is king
• Video is for you audience. Make it
interesting. Don t sell. Educate
• Don’t try to please everyone with
one video
• Don t be vague. Use specifics and
real life example
• Include a clear call-to-action
©Yelena Kadeykina

16. What is a call-to-action (CTA)
Words that urge the
reader, listener, or
viewer of a marketing
promotion to take an
immediate action
©Yelena
Kadeykina

17. Call-to-action (CTA) best practices
• Action oriented
• Start with a verb, tell them
what to do
• Positive
• Stress the benefits to the visitor
• Clear
• Indicate exactly what action
to take
• Direct
• Brief, to the point, focused
©Yelena
Kadeykina

18. 7 Basic tips to shoot video
• Take a camera and hold still at
least for 10 seconds
or use tripod
• Be close to a camera for best
audio
• Turn on all lights in the room and
use daylight
• Film with people facing a
window
• Don t zoom
• Use a quite place
• Be authentic
©Yelena Kadeykina

19. What types of videos to create?
©Yelena Kadeykina

20. Brand awareness
• How-to
• Team videos
• Testimonials
• Interview
Testimonials
©Yelena Kadeykina

21. Lead generation
• Webinars/Presentations
• Events
• Email
• Product demonstration
• Client testimonials
Over 2,000 webinar registrations
©Yelena
Kadeykina

22. Sales empowerment
• Case study
• Product demonstration
• Customer testimonials
Reduced marketing spend by 90%
©Yelena
Kadeykina

23. Where people find your videos
• Public platforms where users can
upload their videos (YouTube,
Facebook, Vimeo)
„ YouTube practically owns the market
• Public platforms that distribute
professional content
„ Dominated by TV networks (Hulu)
• Video hosting for corporate
customers
„ Pretty fragmented (major players are Brightcove,
Kaltura)
©Yelena
Kadeykina
Source: Pixability, Inc.

24. Publish: Posting vs. Hosting
Your Video
Posting Hosting
Public video sharing Dedicated player on your
platforms site
Source: Pixability, Inc.

25. Hosting vs. Posting. Continued
Hosting Posting
• More control over player • Free
• Better analytics • Views count for
• Higher quality YouTube SEO
The most important thing -
your videos are your asset! Use it as much
as you can
©Yelena
Kadeykina
Source: Pixability, Inc.

26.
Video SEO: What can you influence
Posted Videos Hosted Videos
Public video sharing platforms Dedicated player on your site
1. Titles, description
texts, search tags, 1. Use video
playlists. sitemaps
2. Participate in the 2. One video per
community page with plenty
of text
Search Engine
©Yelena
Kadeykina
Source: Pixability, Inc.

27. Posted videos…..
Link as first
element of
description text
Plus:
Clear call-to-action
in the video itself
©Yelena
Kadeykina
Source: Pixability, Inc.

28. Hosted videos.. use video
sitemaps
<?xml
version="1.0"
encoding="UTF-­‐8"?>
<urlset
xmlns="hNp://www.sitemaps.org/schemas/sitemap/0.9"
xmlns:video="hNp://www.google.com/schemas/sitemap-­‐video/1.1">
<url>
<loc>hNp://www.pixability.com</loc>
<video:video>
<video:content_loc>hNp://embed.wis7a.com/deliveries/c28c42869ae2cc00674a3c630Xcba7c3c0b8d2/file.mp4</video:content_loc>
XML-based file format that tells
<video:thumbnail_loc>hNp://embed.wis7a.com/deliveries/2dc014807ea405cd774ad18046e111211542861e/file.jpg</
video:thumbnail_loc>
<video:7tle>Video
helps
you
sell
more
-­‐-­‐
Video
edi7ng
and
marke7ng
service</video:7tle>
search engines where your
<video:descrip7on>Producing
high-­‐quality
online
video
to
enhance
sales
and
marke7ng
is
now
as
easy
as
1,
2,
3.
Video
is
one
of
the
most
effec7ve
ways
to
market
your
company.
It
will
increase
traffic
to
your
site,
improve
conversion
rates
and
will
get
you
more
sales.
videos live and this file has to be
Professional
video
used
to
be
expensive,
7me-­‐consuming
and
difficult
to
create.
Not
any
longer.
Pixability
makes
it
easy
and
affordable
to
produce
videos
that
you
can
use
on
your
website,
on
Youtube
or
on
social
media
sites
like
Facebook.
We
will
send
you
an
easy-­‐to-­‐
use
Flip
cam,
you
shoot
whatever
footage
you
want,
send
the
cam
back
in
the
pre-­‐addressed
envelope
that
we
provide
and
we
will
give
submitted to Google to appear in
you
back
professionally
done
video,
with
music,
transi7ons,
7tles
and
your
logo.
We
will
also
help
you
publish
your
video
on
plaborms
like
Youtube
in
the
most
effec7ve
way.</video:descrip7on>
<video:publica7on_date>2010-­‐10-­‐26T21:55:10+00:00</video:publica7on_date>
<video:family_friendly>yes</video:family_friendly>
search
<video:dura7on>46</video:dura7on>
<video:tag>pixability</video:tag>
<video:tag>video
marke7ng</video:tag>
<video:tag>video
edi7ng</video:tag>
<video:tag>youtube
marke7ng</video:tag>
</video:video>
</url>
©Yelena
Kadeykina
Source: Pixability, Inc.

29. One page per video (says Google)
©Yelena
Kadeykina
Source: Pixability, Inc.

30. How people find your videos
• 30-40% of video views:
Search queries
Google, YouTube, Bing
• 30% of views:
Social sharing on Facebook,
Twitter, blogs, etc.
• The rest:
Discovered the video right on a
website or a video platform
©Yelena
Kadeykina
Source: Pixability, Inc.

31. Promote your videos
• Have a landing page video
on your Facebook page
• Post videos on YouTube
• Include videos in your LinkedIn
• Include videos in your tweets
• Put videos on your website!
©Yelena Kadeykina

32. YouTube success recipes
• Have a lot of videos with various topics to attract
niche traffic
• Use long, keyword-rich description texts and
plenty of tags
©Yelena
Kadeykina

33. YouTube success recipes. Continued
• Have a link (http://…) as the first thing in the
description
©Yelena
Kadeykina

34. YouTube success recipes. Continued
• Use annotations for call-to- • Use playlists
action
• Be active in the community
©Yelena
Kadeykina

35. Facebook success recipes
• Have a landing page video on your Facebook page
• Have a follow-up video for “new” fans
©Yelena
Kadeykina

36. Facebook success recipes
• Have a customized video tab
• Find influencers and those who are most likely to share
your videos
• Use YouTube embed code to post you videos
©Yelena
Kadeykina

37. The top 3 things successful
video marketers do differently
1. Produce
way,
way
more
videos:
Top
marketers
publish
11x
more
videos
on
YouTube
2. Invest
in
metadata
that
drive
SEO:
Top
marketers
use
52%
more
tags,
20%
longer
descrip7on
texts
and
585%
more
playlists
3. Use
video
assets
on
all
channels:
Top
marketers
have
53%
more
videos
on
their
websites
Onli
n
anal e Video
y G
(emp sis resu rader
i lt
2000 rical da s
+ ca ta fr
ses) om
©Yelena
Kadeykina
Source: Pixability, Inc.

38. The best marketers produce
more videos
Number of YouTube videos
350
302.2
300
250
200
150
100
50
25
0
Top Quartile
Bottom Quartile
Source: Pixability, Inc.
©Yelena
Kadeykina

39. Hosting: Videos on website
Videos on top pages of website
Online Video
Grader Result
18
17
16
14
12
11
10
8
6
4
2
0
Top Quartile
Bottom Quartile
©Yelena
Kadeykina
Source: Pixability, Inc.

40. How many tags you should create
Search
Tags
Average YouTube Search Tags
Online Video
Grader Result
12
11
10
8
7
6
4
2
0
Top Quartile
Bottom Quartile
©Yelena
Kadeykina
Source: Pixability, Inc.

41. YouTube playlists
Online Video
YouTube Playlists
Grader Result
6
5.1
5
4
3
2
1
0.8
0
Top Quartile
Bottom Quartile
©Yelena
Kadeykina
Source: Pixability, Inc.

42. Track, analyze, optimize
Turn
the
data
on
its
head:
• Look
for
+/-­‐
anomalies
• How
does
day/
7me
impact
results?
• Which
targets
perform
best?
• What
communica7on
elements
and
channels
are
working
or
not?
• Which
videos
convert
best?
©Yelena
Kadeykina

43. Pixability online video grader
Pixability s new Online
Video Grader automatically
measures how effectively a
company uses video
marketing:
• Use of video on company
website
• SEO results
• Effectiveness of company
YouTube channel
Source: Pixability, Inc. 8

44. THANK YOU!
Q&A
Twitter: @ykadeykina
LinkedIn: www.linkedin.com/in/yelenakadeykina
©Yelena Kadeykina