vzaar - The professional video platform blog Min vzaar site
vzaar is an online video hosting service with fantastic features that are designed for business. Deliver to mobile or the web straight from your site.
 

Archive for video marketing

We’re really excited for Thursday October 2nd. No, not because it’s it’s National Name Your Car day. But because iiiit’s…

Video Marketing and Production Meetup, day (cheers)

We’re hosting our very first meetup and we’d love you to come join us :)

When: Thursday October 2nd, 6:00pm

Where: RMP, 22 – 26 Albert Embankment, London, SE1 7TJ (map)

What: How to make the most of your budget

Corrina Stegner casual films

Update: We’ll be joined by Corrina Stegner from Casual Films. In her 4 years at Casual Films, Corrina has produced hundreds of films with budgets ranging from £2,500 to £250,000. So whether it be a 2D animation, stop frame, talking heads or something more creative, she believes there’s always a way to make your budget work.

Corrina’s clients include EY, Bloomberg, Tesco, HSF, Roche, Rolls-Royce and Breakthrough Breast Cancer to name but a few.

Don’t miss out – RSVP now.

Can’t make it?

Not to worry, we’ll be filming all the action on the night and we’ll post a video following the meetup. Sign up to our email newsletter below to make sure you don’t miss it.

Andrew Williams Headshot

Andrew Williams, Digital Marketing Manager at MoneyWeek fills us in on the video SEO tactics the team used to grow websites visits by 136%…  

  MoneyWeek Video SEO Traffic Growth

That line you’re looking at? That’s the increase in organic video visits we’ve seen at MoneyWeek in the past 5 months.

And that’s not all. We’ve also been enjoying a surge in overall visits, increased time on site AND an ever growing number of newsletter subscriptions.

How have we done it? By following a few video SEO best practices.

But, before I dive into all that. First, a little context (it’ll come in handy later). What is Moneyweek?

MoneyWeek is the UK’s biggest financial magazine. Our ultimate aim is to build a large audience of highly engaged readers. To that end, we produce informational videos on the hot financial topics of the day as a way of encouraging people to sign up to our biweekly newsletters.

Ok, back to the matter in hand. When I first set foot in the world of video SEO I read over and over again how video search results see higher click through rates than plain text ones.

“Yes,” I thought. “But how do you get your videos into those search results in the first place?”

After all, you have to be in to win it, right. And therein lies the challenge.

So I’ve put together this been-there-done-it guide to video SEO to fill you in on what worked for us:

Step 1: Create a video sitemap

For Google to display a video search result linking to your site it needs to know two things.

    1. What the video is about 2. Where the video lives

Once it has that information it can determine whether to return your video as a result for a given search query. As so:

MoneyWeek Video Rich Snippet

That’s precisely what a video sitemap is for. It looks something like this:

Video Sitemap xml

To build our video sitemap I use vzaar. It just makes it quicker all the fields are laid out for me, I just fill them in and vzaar produces the code.

vzaar Video SEO feature screenshot

Trust me. When you’ve got more than a few videos in your catalogue you don’t want to deal with creating the sitemap from scratch yourself.

The really neat thing is that if I miss something (hey nobody’s perfect!) rather than submitting an incomplete video sitemap, which can actually be damaging for your SEO, vzaar automatically excludes it. Then I just go in and fix whatever’s wrong, without needing to search through the sitemap and find the error myself – again a really nice timesaver.

MoneyWeek Video Sitemap Statistics

Once you have your video sitemap you just need to paste the code into your site’s robots.txt file. And then it’s a bit of a waiting game. You’ve done your bit. Now Google needs to index your videos. For us, Google started to index our videos pretty much instantly.

Step 2: Video Transcripts

A quick video SEO win for us has been incorporating video transcripts underneath our videos.

We use Speechpad to create transcripts of our videos. At $1 per minute of video it’s a pretty inexpensive way for us to get a lot of keyword rich copy for the page.

Step 3: Improved Video Page Template

Once people actually click on the result – guess what they’re expecting to see…. a video! It may seem like a no brainer but for a time our videos were fairly hidden on the page.

That way leads to madness – low engagement and high bounce rates.

This is bad for your SEO efforts. If Google sees lots of people bouncing when they hit your page they’ll come to the conclusion that your page isn’t a good result for that given query. Rankings will plummet.

To rectify this we have made our videos much more prominent on the page.

MoneyWeek Video Page

And we’ve reaped the rewards.

Average time on page is up by 40% in the 3 months since we updated to the new video page template.

MoneyWeek Time on Site

The YouTube Conundrum

MoneyWeek videos started life on YouTube. Which was fine, to begin with.

In the early days it was great to be reporting how many video views we were getting. We were really pleased we’d seen some take up.

But, as we became more experienced with online video marketing we noticed a problem.

The trouble is a lot of those views go to waste. After watching our videos a huge chunk of people head off into the rest of YouTube. As our viewing figures mounted we weren’t seeing a difference in our bottom line.

We have been hesitant to completely cut YouTube from our video marketing mix, it is the 2nd biggest search engine after all. But, what we have done is become more intelligent in how we use it.

After a fair amount of head scratching we’ve landed on a solution that works for us:

We still post a lot of our videos to YouTube. But we annotate those videos, advertising one exclusive video on MoneyWeek each week.

Because we have a secure video hosting platform (vzaar), we ensure that the videos we embed on our site cannot be made available anywhere else. This provides an incentive for YouTube viewers to head onto our site. And that’s where we want ‘em.

In summary

To grow traffic to our videos we’ve done 4 things:

    1. Build video sitemaps with vzaar
    2. Created video transcripts with Speechpad
    3. Redesigned our webpages to make video more prominent
    4. Post exclusive content to Moneyweek to drive audience away from the distractions of YouTube.

And we’re seeing some pretty exciting numbers:

    1. Organic visits to our videos up 136%
    2. Time on page up 40%
    3. Overall visits to videos up 160%

So has this helped us achieve our business goals?

Absolutely.

Remember earlier I said: “Our ultimate aim is to build a large audience of highly engaged readers. To that end, we produce informational videos on the hot financial topics of the day as a way of encouraging people to sign up to our biweekly newsletters.”

Have all our video SEO efforts paid off?

Let me answer that question with a statistic: 82%

That’s how much our email subscriptions have grown since we started.

Newsletter Subscription Growth

I rest my case.

Video SEO: it’s where it’s at.

Please note since this post was written Google has made a change to how it displays video results. For more information read our video rich snippets update.

Categories Video Marketing
Comments (0)

We heard tons of clear, actionable insights into video marketing at our Future of Video Marketing event last month.

Here’s what went down:

Video_Marketing__Optimizing_Your_Videos_For_Search_Engines_-_the_vzaar_blog____the_vzaar_blog_png
Optimizing Your Videos From Search Engines

It’s super important to tie business goals to your video marketing campaigns. Whether your goal is driving traffic & conversions, raising brand awareness or encouraging links and shares, will have a big impact on the content and implementation of your video marketing. Phil Nottingham of Distilled gave us his best practice advice. Read more.

Video_Sharing__6_Secrets_Every_Marketer_Needs_To_Know_-_the_vzaar_blog____the_vzaar_blog
The Science of Video Sharing

Social video, as we call it, rather than viral video, social video has been around for let say since 2006 and it’s almost as if it’s being delivered apologetically by brands. It could be an amazing piece of content, but at the end, they’re like ooh sorry. That was brand X.The reality of the situation is a lot of brands are missing the opportunity” Barney Worfolk Smith of Unruly shares with us 6 research findings that could get your videos shared. Read More.

Video_Marketing__The_Future_Will_Be_Televised_-_the_vzaar_blog____the_vzaar_blog
The Future Will Be Televised

Then I’m going to pull it right back down to brass tacks to tell you, as people in business today, what this means to you, and what you can do, practically tomorrow, that would in fact empower you and help you.” Richard Teideman of London Creative on the shift from television to online video. Read more.

Video Marketing We Love

Hayley
article by:

We’ve been thinking a lot recently about how to get our video marketing efforts to stand out from the crowd (thanks in no small part to Phil Nottingham’s outstanding presentation from our Future of Video Marketing event – if you haven’t checked it out yet do so here).

If your message is ever going to get through to your target audience it needs to be loved. It needs to be relevant, targeted and helpful if it’s ever going to resonate, educate and inspire.

So with that in mind we thought we’d share some examples of recent video marketing campaigns that we love (well it is Valentine’s Day after all).

Illamasqua Video Tutorials: Growing Shares & Links

Cosmetics retailer Illamasqua’s video tutorials provide step-by-step instructions so that their audience can recreate various looks and effects with their own make up.

Why do we love it?

“For marketers that know their audience and know their target persona, the better approach is to take a question you know your audience is asking frequently and answer it from a position of knowledge. Marketing that educates and informs is always more persuasive in the end than marketing that boasts or sells too hard.” – David Carpenter, Connection Model

This is a perfect example of video marketing that is relevant, targeted and genuinely useful.

Speckled_Eye_Liner_Tutorial_Using_Illamasqua_s_Masquara___Precision_Ink

Illamasqua have understood a real problem that their target audience face – how to apply make up properly – and provided the content to solve it. Plus by including links to the products used within each video they ensure that the viewer can take action and buy.

There is nothing better than being able to watch a make-up artist actually create a look and be able to pause and rewind clips so any techniques, no matter how complex, can be practiced at home. It adds real value for our customers.” – James Winfield, Illamasqua eCommerce manager.

Not only is the content of each video excellent, the implementation is also spot on: Illamasqua are racking up a healthy amount of sharing on these videos. If they had chosen to host on YouTube all of that linking activity would simply drive traffic to YouTube.

Whereas, by hosting with a secure video platform (yes, vzaar!) Illamasqua ensure that when people share their videos they get the credit.

BlendTec “Will it Blend”: Raising Brand Awareness

Ah BlendTec – blenders so powerful they’ll smash just about anything into smithereens. And they’ve got the videos to prove it.

Why was it so good?

Well, before we dive into the ins and outs of the ‘Will It Blend?’ campaign.

First, a quick word of warning..

(I’ll try to keep this brief, but if you do want more detail on the ins and outs of using YouTube for business check out this post)

IF raising brand awareness was the goal of this video marketing campaign, BlendTec pulled it off – and then some (over 16 million views for their iPad blending video alone).

But.

Hosting on YouTube for business is a bit of a thorny topic. If you venture into YouTube territory you need to understand why you’re doing it and be realistic about what you can achieve.

If the goal of your video marketing campaign is to sell more products: steer clear of YouTube. All your videos are doing is feeding the beast: driving more traffic to it, than your own site.

See what I mean?

blendtec_-_Google_Search-13

Search for BlendTec and the first result you get is YouTube – rather than the brand website. Potential customers then, may actually end up getting sidetracked in a world of cute cats and dancing babies.

Ok. Now that we’ve got that out of the way, why did BlendTec succeed in raising brand awareness?

Well first, by hosting on YouTube, BlendTec ensured they got the maximum possible visibility.

Now, a lot of brands put their videos on YouTube, sit back, rub their hands together with glee and wait for the viewers to come rolling in. This, in most cases, doesn’t work.

The reason BlendTec’s videos have amassed so many views is because they understand the audience perfectly.

People don’t go to YouTube to be sold to. They just don’t. They go to be entertained. Something which BlendTec have clearly recognized and catered to.

“‘I love being marketed to’ said no one, ever. But people do love art, music, bacon, and a good story, so pretend you’re not marketing and just give people those things, and trust that they’re smart enough to figure out who gave it to them.”- Jesse Thomas, JESS3

BlendTec’s videos find the joy in the seemingly ‘boring’ world of blending appliances. And, in doing so have made their brand much more recognizable to an audience who may otherwise have been unaware.

MoneyWeek: Increasing traffic & conversions

Financial magazine MoneyWeek educate their audience on the financial issues of the day in relatable – jargon free video presentations.

Why do we love it?

In a nutshell: fantastic video SEO ed_bowsher_gilts_-_Google_Search

As an online publisher MoneyWeek’s primary concern is to increase traffic to their site and expand their audience. The way they’ve incorporated video in their site basically reads like a best practice manual.

    1. Video Sitemap

First MoneyWeek have created a video sitemap so that their videos enter the search results for relevant terms (you can learn how to do this for yourself here). With an average 41% higher click through rate for video results (according to Econsultancy), MoneyWeek are therefore attracting far more search engine traffic than they otherwise would.

    2. Video Transcript

They’ve also included a transcript of the video on the page. This is a really good idea as is provides plenty of unique and relevant copy that the search engines can use to determine whether or not to display the page for a given query.

    3. Professional Video Hosting

And finally, because they’ve chosen professional video hosting they are driving traffic directly to their site – not YouTube (remember: don’t feed the beast).

Well done MoneyWeek: we salute you.

There we go: three fantastic examples of video marketing to inspire those creativity cells in the rest of us. Have you seen any campaigns recently you think are worth a look? Share the wealth, let us know in the comments below…

Categories Video Inspiration, Video Marketing
Comments (0)