Video Marketing Strategy Econsultancy training taster session Marketing Week Live 2017 Simon Crofts @simoncrofts E: training@econsultancy.com T: +44 (0)20 7970 4167 1
A UNIQUE COMBINATION FOR SUCCESS Achieve Digital Excellence To succeed in digital, it must permeate every part of your business from top level strategy, organisational structure and staff capabilities, to technology and processes. Econsultancy is the only business of its kind that bridges the gap between strategy and action through a unique mix of research, training and events. SUBSCRIPTIONS Our research and online resources are produced by our own analysts and researchers with two goals in mind: to provide you with the insight you need and ability to put what you know into practice TRAINING COURSES We're not just trainers we re practitioners. That means the insights we share are tested, honed and always up-to-date. DIGITAL TRANSFORMATION Address strategy, people, processes and technology to close the gap between where you are now and where you need to be. EVENTS AND NETWORKING Our events are carefully curated to provide inspiration and fresh thinking, practical focus on the topics that matter as well as enviable networking. Subscriptions and online resources ENABLE Digital transformation services Public and in-company training courses INSPIRE Industry-leading events 2
WHAT WE OFFER Practitioner-led training At Econsultancy, we're not just trainers. We're also passionate researchers, analysts, consultants and most importantly, practitioners. And that means the insight and advice you'll receive through our training services will be completely up to date and relevant. One and two day training courses Packed with insight and practical advice, these courses will help you get up to speed and beyond in your chosen subject Intensives: Mastering Digital Marketing These three-day sessions will power through theory and practical skills and see you come away with some serious know-how On-site and bespoke training courses Choose any of our courses and we ll deliver and tailor it to your team - ensure an open environment and to get everyone up to speed Interactive Elearning modules These convenient, interactive, online modules cover core digital skills and will allow you to learn the basics at your own pace Online Classroom Based on our most popular training course, Fast Track Digital Marketing, Econsultancy s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning. 3
BIOGRAPHY About Simon Simon is expert in developing video strategy and creative - that has to date achieved over 40 million organic views - creating measurable ROI for clients, such as increased web traffic (1,200% increase for one client) or sales (one project saved the NHS over 1.3M) - as well as changing attitude and behaviour. He optimises video content and channels for major organisations, and develops distribution and advertising strategies for clients, working closely with them to meet key business objectives. Simon has won a number of awards for his creative work, conceiving, writing and directing the Royal Television Society Award-winning Speed Dating (with over 16 million views online) and the IVCA/New York Festival s Gold-winning Steamed Up social media campaigns. In 2014, he won a Cannes award for a film he wrote and directed for Lancashire County Council. 4
What the course is all about What s covered in the video marketing strategy course? Introduction to video Creating a video strategy Creating effective content Targeting and distribution Reporting and continuous improvement 5
VIDEO IN 2017 Video Headlines 20% 2.7B 300% TEXT 50% UGC Gangnam Style Video in Email Video Ads View Rates Know your limits UGC can be hugely effective, but consider internal resource. Quality When asked most communicators listed professionally produced content as their most memorable. Still the most viewed video Although others are catching up, Gangnam Style is still the most viewed video on YouTube. Music Videos The top 5 most viewed videos on YouTube are all music videos. CTR Up 300% Including video in your emails can increase CTRs by 300% Open rate The open rate of your email is also increased when you include video. Online Ads Are now as effective as TV. Outpeform Online video ads outperform TV ads in a number of metrics. High Engagement Some skippable ads see view rates of over 50%. CTR Average click-through rates of online video ads is 1.87% 6
INTRODUCTION What will we cover today? Strategy Research Production Distribution Measurement IMAGE AREA 10cm X 15.7cm Refreshed The course is regularly refreshed due to the exponential rate of change in video marketing. 7
STRATEGY Objectives Choose SMART objectives Relevant to the business Consider measurement 8
Video advertising has significantly reduced our cost per lead. Head of Content Global IT Business 9
STRATEGY Results Brand Awareness Click-Throughs Interactions Leads/Sales 10
RESEARCH Understand your audience Do you really know them? Online habits Where are they? How will they respond? What if it goes wrong? 11
RESEARCH The right content Do you really know them? Online habits Where are they? How will they respond? What if it goes wrong? 12
PRODUCTION Production What format? UGC Live 360/VR Budget 13
PRODUCTION How long should my film be? The right length! 6 Seconds crucial 15 seconds important 2 minutes + 14
DISTRIBUTION Get it seen SEO Influencers PR Paid-For 15
DISTRIBUTION Paid-for YouTube In-stream Bumper Discovery Facebook Many more 16
DISTRIBUTION YouTube 1 Search journey 2 Watch our video 1 Search journey 2 Watch our video 4 Watch another video 3 Click ad 4 Visit our owned channel 3 Click our CTA Typical YouTube viewer journey Our preferred viewer journey 17
MEASUREMENT Is it working? Testing Analytics ROI 18
Thanks for your time! Any questions? 19
Online Classroom Based on our most popular training course, Fast Track Digital Marketing, Econsultancy s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning. All accessible through an Econsultancy subscription. 1. INSIGHT AND ADVICE FROM AN EXPERT PRACTIONER 12 engaging video training sessions 2. CPD ACCREDITATION 18 hours of CPD accreditation by the CPD Standards Office 1 2 3 4 5 6 3. ANYWHERE, ANY TIME The Online Classroom is mobile and table responsive 4. GET THE ANSWERS TO PRESSING QUESTIONS Monthly live Q&A sessions with the trainer (available on-demand for those who cannot attend the live sessions) 5. TEST AND BENCHMARK KNOWLEDGE Each module contains quizzes to help users measure their knowledge as they go 6. TRACK PROGRESSION Users can track their own progress while managers can review the development of their entire team 20
Continue your learning Video Marketing Strategy- Use promo code MWL17 and save 10% off the public training course Online classroom To find out more & view the full range of training options: econsultancy.com/training training@econsultancy.com +44 (0)207 970 4167 21