DMF 2011 | Integrate Video into Marketing to Intensify Reach and Engagement

By Kaitlyn Smeland Dhanaliwala | Feb 4, 2011
More Articles by Kaitlyn


This morning’s session at Marketing Profs Digital Marketing Forum in Austin is Integrate Video into Your Marketing to Intensify Your Reach and Engagement. We have a full lineup of speakers today:

C.C. Chapman- Founder, Digital Dads
Jon Schroeder- Multimedia Producer, Crutchfield
Tim Hayden- Chief Strategy Officer & Partner, Blue Clover Studios
Ekaterina Walter- Social Media Strategist, Intel

First of all, Ekaterina Walter explains why marketers should care about video. It’s a highly consumable “content companion” that is becoming a preferred medium.  Consumers are actually starting to reach out for how-to information in a video format.  Plus, the number of videos viewed (not searched for) is now greater than searches conducted on all search engines.  (I would add that search engines know that video is growing, and it is becoming more salient in search results- further fueling consumers’ exposure and adoption).

Jon Schroeder launches into his video strategy at Crutchfield.  The company puts its videos on YouTube and Facebook; it tweets new videos as well.  Its YouTube channel is approaching 2 million views over the course of 2 years (a long-term strategy), and fans like to interact with the content.

A few years ago, Crutchfield employed a “book report” format which was highly scripted and contained significant motion graphics and effects that took a lot of time to produce.  The video length was long, because the content was filled with every technical detail of a product.

The video team changed to what Jon calls the “BBQ approach” that explained products in a level of detail that would be adequate at a BBQ.  It was more conversational, with a relaxed vibe and much less scripting.  Jon offered a few tips…

  • Use a bullet point script.  (Give speakers an outline of what to discuss- but no teleprompter is necessary).
  • Keep the length digestible.  (It should start a conversation among product geeks in the comments section later).
  • Don’t skimp on audio quality.

Tim Hayden takes the stage next with what I thought were some great points about using video for mobile.

With mobile, everyone is a videographer.  And no matter where you house your videos, you cannot point people to a place that doesn’t render well on mobile devices.  He mentions that BudURL Pro is an application that allows you to use YouTube videos to create a mobile-friendly microsite of sorts to house a library of video assets.  Keep in mind that videos you plan to promote for mobile consumption, video length should be brief.

Just as companies monitor their brands through Google, they should also YouTube themselves.  Consumers often upload all sorts of content about brands that companies should use as a starting point for engagement.

One way to track the effectiveness of a video is to associate a unique offer/landing page/CTA.  Even if a video is more informative, the call-to-action can be as simple as suggesting a source of additional information if viewers are interested.  Ekaterina Walter mentions the tool TubeMogul which offers analytics solutions for videos.  It allows you to track all sorts of engagement metrics like views, average view time, number of embeds, referring sites, and delivery metrics.

C.C. Chapman brings up the issue of SEO and video.  This is an issue we at Search Mojo deal with a lot, and I’m glad he has reminded the session attendees to be very strategic about video titles and description fields.  (I would also recommend taking advantage of transcripting features and tags in order for your video to be found by the right audience).  Ekaterina Walter points out that you should promote your videos through every social media platform- and since social media is now increasingly integrated with Search, that’s a great practice for video SEO as well.

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