Video-based marketing: How to make videos work for you

How to make videos work for you

Promoting via videos

Kirill Kliushkin,Head of Video ProductionAlconost Inc.http://alconost.com/en/video

Benefits of video

Passiveinteract with existing site visitors

Activeattract new visitors

• Get attention of visitors• Show how to solve the viewer’s

problem• Talk about product features• Motivate viewers to try the product• Increase time spent on your pages

• Video is indexed by Google and included in results

• Low competition – easier to get to the top

• Thumbnail in search results is an attention-getter

How startups benefit

• Test run for ideas: make a video and get feedback and pre-orders before spending on development• Presentation video: adds gravitas in the eyes of

investors

Where to host video

Own server Video hosting: Youtube, Vimeo, etc.

What advantages?? • Fast, no slowdowns• Social perks: comments, likes, sharing• More love from search engines

Page design• Give the video to viewers right away, save their

time and effort

• The more memorable the video, the better

• Place an action button (download, buy) right next to the video

• Careful with autoplay!

Be tough, be a Video Sitemap person

Promoting on YouTube

How to get to the top of the results:• Keywords in the title, description, and tags

• Number of views and comments for the video and channel overall

• Number of channel subscribers

• Age of video and channel

• Number of likes, times added to playlists, complaints, video links to other sites

• Number of external referral URLs

• Average length of video views (relevance)

Keyword selection tools:

• Google Keyword Tool

• Yandex Wordstat (RU)

• YouTube Keyword Tool (!)

Use relevant keywords in the video title, description (at

least twice), and tags

Select a thumbnail that speaks for itself

• For software, better to use thumbnails from screenshots

• If you don’t like the options offered, resize the video and YouTube will offer new thumbnails

Don’t close comments

Distribute the video far and wide – get as many views as

possible

• Social networks• Blogs and press releases: posts with videos

are easier to write• Email (but carefully)

Buying and "pumping up" view and subscriber counts

• http://www.virool.com – viral video distribution• http://www.enhanceviews.net – very simple, can use a

Chrome autoclick plugin, half of subscribers are bots• http://www.youlikehits.com – stricter, only live clicks from

real people • http://www.view2.be – views only

Thanks for listening!

Kirill Kliushkinkk@alconost.comhttp://alconost.com/en/videohttp://facebook.com/kirill.kliushkin

Always open to scintillating conversation with scintillating people