Tag Archive | "Video."

SearchCap: Google launches video cameos, state of local marketing report & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Posted in IM NewsComments Off

Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick

Facebook Business Pages

Facebook redesigns biz Pages for utility as feed reach declines
Facebook has released a slew of changes to its popular Business Pages offering, including updates to mobile, recommendations, events, jobs, and Facebook Local. The updates bring marketers new opportunities along with the need to re-think certain strategies that may no longer be relevant. TechCruch

Twitter loses ability to let users auto-post tweets & retweets to Facebook
Facebook changed how its API is utilized by some 60K apps, including Twitter’s, doing away with cross-posted auto-tweets unless going through the more limited posting options of Facebook’s Share feature. Marketing Land

Move Over Millennials: It’s Time To Discuss How To Win With Generation Z Moms
An examination of digital native Gen Z moms and their online brand engagement traits and habits. Forbes

Making B2B video content work: marketers from Linkedln, Dailymotion and The Smalls share best practices
Marketers from LinkedIn (client), The Small, and Dailymotion take a serious look at what’s working in B2B video marketing, what isn’t, and why. The Drum

Facebook launches playable ads, tests retention optimization for app advertising
With Facebook’s recent launch, are playable ads likely to make their way into other, non-gaming areas of digital marketing? Marketing Land

‘Better ROI than influencers’: Meme accounts attract growing interest on Instagram
Brand and publisher partnerships look at engagement via meme, where even small follower counts can produce high engagement rates. DigiDay

2018 August 10 Statistics Image

We Analyzed 43 Million Facebook Posts From the Top 20,000 Brands (New Research)
A new study from Buffer and BuzzSumo examined Facebook posts from some 20,000 top brands, and results show posting volume has been up while page engagement has decreased. Buffer

Snapchat launches ad marketplace for Discover partners & brings Commercials to Ads Manager
Snapchat’s Private Marketplace and non-skippable ad options were among several new beta features recently rolled out to publishers. Marketing Land

ON THE LIGHTER SIDE:

Marketoonist Tom Fishburne ROI of Marketing Cartoon

A lighthearted look at the ROI of marketing by Marketoonist Tom Fishburne — Marketoonist

Anti-Poser CAPTCHA Asks User to Click ‘Every Real Punk Band’ — The Hard Times

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • TopRank Marketing — Top 10 Content Marketing Blogs on the Internet Today — Blogging.org
  • Lee Odden — 50 Tips for Ad Agency New Business — Michael Gass
  • Lee Odden — Natural Language Generation Accelerates Content Marketing, But Keep Your Hands on the Wheel
    CMSWire
  • Lee Odden — 9 Expert Guides: How to Win at Influencer Marketing — Marx Communications
  • Lee Odden — Main Stage Spotlight Speakers at Pubcon Pro Las Vegas — Pubcon

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll join us again next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick | http://www.toprankblog.com

The post Digital Marketing News: Facebook’s Playable Ads & Business Pages Update, Gen Z Mom Trends, & B2B’s Video Uptick appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Core Update Confirmed, New Search Snippets, Bing API & More SEO

This week in our weekly recap, we had a very big Google update that Google ended up confirming as a broad core update. Google said there is nothing to fix or specific here to do and I go through what is going on with that messaging.


Search Engine Roundtable

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Chatter, AdWords Shutting Old Down, AMP, Search Console, Bing, Assistant & More

There was even more chatter of Google algorithm and ranking changes this week…


Search Engine Roundtable

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Algorithm Changes, Bing AMP & JSON-LD, Google & YouTube Spam & Matt Cutts

This week we have a lot to cover, first an algorithmic change in the Google search results over last weekend throughout this whole week. Bing announced a new AMP viewer coming this summer, they also announced JSON-LD support in Bing Webmaster Tools…


Search Engine Roundtable

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Meta Descriptions, News Publishers, Algorithm SEO Impacts & Yoast Plugin

This week, I covered the big monthly Google webmaster report. Also, Google told us the meta descriptions HTML improvements section in Google Search Console will go away…


Search Engine Roundtable

Posted in IM NewsComments Off

Beyond Youtube: Video Hosting, Marketing, and Monetization Platforms, Compared

Posted by AnnSmarty

A few weeks ago I did a step-by-step article on building up your YouTube presence. When writing the article, I immediately had a follow-up idea on expanding my tips beyond YouTube. Since then, some of the comments have confirmed the need for this follow-up.

The increasing interest in video marketing and diversifying your efforts is not surprising: According to HubSpot’s research 45% of web users watch an hour or more of video per day. That’s a lot if time our customers spend watching videos! And it’s projected that by 2020, 82% of all consumer web traffic will be video.

Obviously, if you are seriously entering the video marketing arena, limiting yourself to YouTube alone is not a smart idea, just like limiting yourself to any one marketing channel is probably never a good way to go.

With that in mind, what other options do we have?

More video hosting options

YouTube is not the only major video hosting platform out there. There are a few solid options that you want to consider. Here are three additional platforms and how they fit different needs:

YouTube

Vimeo Pro

Vimeo Business

Wistia

Cost

Free

$ 20 /m

$ 50 /m

$ 99 /m

What’s included

Unlimited videos

20GB per week

5TB per week

10 videos a month

Lead generation

No

No

Yes

Yes

Customizable player

No

Yes

Yes

Yes

Collaboration

No

No

Yes

No

Publish native to Facebook & Twitter

No

Yes

Yes

No

Clickable links

No(*)

Yes

Yes

Yes

Domain-level privacy

No

Yes

Yes

Yes

Analytics

Yes

Yes

Yes

Yes (**)

Video schema

No

No

No

Yes

Customer support

No(*)

Yes

Yes

Yes

Cons

Crowded, no good way to send viewers to your site…

Often has issues with bandwidth; videos load slower. If you are looking for organic visibility, it’s quite niche-specific (artists, etc.)

Most expensive

Best for

Anyone

Filmmakers

Agencies

Businesses

  • (*) Unless you become a YouTube Partner (which is next to impossible for new and medium-scale channels)
  • (**) I (as well as many reviewers) consider Wistia analytics much better than that of YouTube and Vimeo

Bottom line:

Choosing a video hosting platform is overwhelming but here are a few easy-to-digest takeaways from the above comparison:

  • YouTube is beyond competition. If you are into video marketing, you need to be there, at least for the sake of being discovered through their search and suggested videos. However, a YouTube account is only good for promoting the YouTube account. There’s little chance to drive leads to your site or build solid income there. You do need to be there for branding, though. Besides, none of the other options will offer an opportunity for such a powerful organic spread.
  • If you are into creative film-making (artists and storytellers), you’ll want to give Vimeo Pro a try. There’s a big community there and you want to be part of it to find partners/clients.
  • If you are a video marketing agency, Vimeo Business may be your platform of choice (thanks to their collaboration and multi-user support)
  • If you mostly need videos to embed on your landing pages, Wistia will save you tons of time. It’s the easiest to use and understand. No extra training needed. You don’t have to be an experienced filmmaker OR marketer to understand how it works and use its analytics.

Video courses and on-demand video

These days, anyone can create their own on-demand video channel. Isn’t it awesome? It’s also a very smart way to monetize your videos without forcing your viewers into clicking any ads or buying any affiliate stuff you didn’t create.

When consolidating your video marketing efforts into your own on-demand video channel, there are important goals to keep in mind (targeting at least several at a time being the smartest approach):

  • Creating a knowledge base around your product
  • Positioning your brand as a knowledge hub in your niche
  • Building up an additional conversion funnel (for those people who are not ready to buy yet)

To me, creating a video subscription channel seems to be a perfect way to monetize your video creation efforts for two very appealing reasons:

  1. You create a product of your own which you are able to sell. With that comes an ocean of opportunities, from enhanced branding to an ability to expand your reach to many more platforms where you can sell your product from.
  2. You build and nurture your own micro-community, which (if you do things right) are able to spread your word, refer more people to join and support you in your other endeavors.

With that in mind, which options do we have to create our own video course?

Not surprisingly, there are quite a few platforms that fall into two major groups:

  • Revenue sharing platforms. The power of those is that they are interested in selling your courses and there’s usually a community to market your course to. That benefit also creates one major drawback: Expect these platforms to dictate you how to format and market your course. Udemy is the best known example here: I started using it mostly for branding and quickly got discouraged due to their multiple restrictions and poor customer support. Still, it’s a good place to start.
  • VOD (video-on-demand) platforms. These will charge you a monthly fee but they will come with awesome marketing features and integrations, as well as total freedom as to what you want to do with your content and your audience. Like with anything, you get what you pay for.Uscreen is a big player here: You can choose your payment model, use your own domain, brand your course the way you want to, send email marketing emails to your students, and even create a custom smart phone app to give your students an alternative on-the-go way to consume your brand-owned content:

Uscreen course

Bottom line:

Like with video marketing platforms, there’s nothing preventing you from using both of the above options (for example, you can sell a lighter version of your course on Udemy and keep a more advanced, regularly updated version for your own domain) but just to give you an idea:

  • Udemy is best if you are very new to course creation and have no budget to start. It also makes it easy to keep an eye on competitors and understand your audience better by watching what and how they rate and review
  • Uscreen is a logical step further: Once you get more comfortable and have accumulated some videos you may want to bring it to the next level, i.e. create your own branded spot to engage your community better and build an alternative source of income.

Live streaming

Live streaming refers recording and simultaneously broadcasting your video to your audience in real time.

Live streaming has been getting bigger for a few years now and there’s nothing that would signal an upcoming slow-down.

The biggest players here are:

  • YouTube Live
  • Facebook Live
  • Periscope

All the above options are very interactive and engaging: You can see your viewers’ comments and reactions as you are streaming the video and you are able to address them right away.

In this case, your choice depends on your own marketing background: Stick to whatever channel currently works best for you in terms of follower/subscriber base and engagement.

Personally, Facebook is my preferred way to stream videos, not because of the actual audience size but because Facebook audience is more engaged. Besides, Facebook sends a notification to my friends whenever I go live which always results in more views.

But it’s possible that we don’t have to choose…

There are a couple of services that claim to stream “simultaneously” to several of the major platforms which is something I haven’t tried yet but I am definitely planning to. If you like the idea, here’s what I have been able to find so far:

Vimeo Live

Crowdcast Multistreams

Supported platforms

“Vimeo and Facebook, YouTube, or your favorite RTMP destinations”

“Facebook Live, Periscope, YouTube Live, and more”

Cost

$ 75 per month

$ 89 per month

Extra Pros

Comes with all Vimeo Business features (analytics, collaboration, hosting, etc.)

Comes with nice webinar hosting features

More tools to amplify your video marketing

In my previous article I listed lots of video creation and marketing tools and I didn’t want to leave you with no tools here as well.

If you have read up to this point, you must be very serious about your video marketing efforts. So to award you, here are a few awesome tools you may want to take note of:

Create: Lumen5

Here’s a nice tool I failed to mention in my previous post: Lumen5. If you are looking for an easy start for your video marketing campaign, take a look at this tool. It turns blog posts into videos and the result is pretty awesome.

lumen5

I don’t mean to say this tool is enough for a well-rounded video marketing campaign but it’s definitely a nice way to re-package your text content and broadcast your articles to video-only channels, like Youtube and Vimeo.

Monetize: Patreon

Apart from selling your videos as a separate project, there’s another cool way to monetize your video activity.

Patreon is nice platform aiming to help independent video creators: Set up your page and invite your social media followers to support your video creation efforts by a small monthly subscription. If you don’t want to sell anything, that’s a nice way to earn your living by engaging your supporters:

patreon

You can learn more on how it works from its current user here.

Monitor: Awario

There’s never one perfect method of doing marketing. There’s always a need to try different tools, formats and platforms. Monitoring your competitors is one great way to discover more of those tactics to play with.

Awario is a great solution to use for competitive multi-channel monitoring. They support all major media including Twitter, Facebook, YouTube, Reddit, blogs and more. You can easily filter out any channel to clear out clutter. YouTube monitoring is a life saver when it comes to keeping an eye on what your competitor is doing video-wise:

awario

When it comes to video marketing, I am not aware of any other solution for monitoring video content.

Conclusion

  • You don’t have to limit yourself to YouTube for video hosting, but you cannot really do without YouTube altogether.
  • When it comes to YouTube, it’s a powerful video discovery engine but there’s not much you can do to direct those viewers to your own site. You need to be there to be discovered, though.
  • When it comes to other video hosting platforms, every solution serves its own purpose, so choose one that will serve your needs best.
  • If you want to consolidate your video marketing efforts (which is a smart and logical step further), create your own on-demand video channel. These days it’s pretty easy and affordable.
  • Video live streaming is a great way to earn organic social media visibility. Choose your platform to stream based on your current level of engagement and reach. Or, try paid solutions that allow to stream to multiple platforms simultaneously

Are there more tools and platforms you are using? Let us know in the comments!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


Moz Blog

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Ranking Shifts, Google Snippets Shorter, Personalized Search Dead & Google News Updated

Earlier this week, we reported on more Google algorithm changes with web sites fluctuating in the search results. Google also confirmed they cut down the search results…


Search Engine Roundtable

Posted in IM NewsComments Off

Search Buzz Video Recap: Google Mobile-First Indexing Rollout, Recipe Update, AdWords Editor & Matt Cutts Stories

This month, we posted our monthly Google Webmaster Report, so catch up there. Google began the second batch of mobile-first indexing, and sent out notices to those sites as well. The thing is, Google is moving over many sites that are desktop only…


Search Engine Roundtable

Posted in IM NewsComments Off

Camera Shy: 7 Tips for First-Time Video Marketers

Video Marketing Tips for First-Timers

Video Marketing Tips for First-Timers

Video isn’t for the faint of heart. You need to feel confident enough to put yourself, and your brand, out there. But it’s a medium that a lot of marketers are exploring as it holds a lot of potential.

In fact, Cisco’s Visual Networking Index predicts that 82% of all internet traffic will be video by 2021. Video is a main source of content consumption, including everything from the news to YouTube tutorials. And as marketers looking to demonstrate thought leadership and credibility, video presents a unique opportunity to get in front of and educate your target audience. However, 64% of marketers agree that video is the hardest type of content to produce, turning many people away from embracing video.  

Never one to shy away from a challenge, we’ve been diving in head-first here at TopRank Marketing. We’ve been doing video for a while through our Digital Marketing News casts, but we recently started expanding to include a video series (Crush-It!) that inspires the next generation of curious, courageous, and clever digital marketers. Each video features one of our internal experts, which brought both seasoned and green video personalities to the stage.

If you’re thinking that you want to enter the world of video marketing, check out our team’s video marketing tips from their own experiences in front of the camera, as well as behind the scenes.

Our Video Marketing Experts

Tiffani Allen TopRank MarketingTiffani Allen

Senior Account Manager

One of the anchors for our Digital Marketing News YouTube series, Tiffani is a veteran in front of the camera. Having starred in over 100 videos, as well as directed videos for a few of our clients, Tiffani knows how to organize and shoot effective videos.

Follow Tiffani on Twitter and LinkedIn.

Josh NiteJoshua Nite

Senior Content Marketing Manager

As Tiffani’s Digital Marketing News co-anchor, Josh also has plenty of advice for marketers going in front of or behind the camera. With over 100 videos under his belt as well, Josh is no stranger to video marketing.

Follow Josh on Twitter and LinkedIn.

Nick Nelson

Content Strategist

Recently appearing in one of our latest Crush-It! episodes, Nick has useful tips for first-timers. Having covered video marketing strategies and tips in the past for our own blog content, Nick’s also picked up some advice from leading brands and video experts.

Follow Nick on Twitter or LinkedIn.

Steve SlaterSteve Slater

Senior SEO and Digital Advertising Manager

Video isn’t widely known for being SEO-friendly. But as a dedicated SEO expert, Steve provides great insight into how you can still take advantage of video for search marketing. Steve has also appeared in our Crush-It series, becoming a breakout star with some helpful tips.

Follow Steve on Twitter and Linkedin.

7 Video Marketing Tips for First-Timers

#1 – Get ready for your close-up.

Video is all about “looks,” but looks don’t just boil down to your hair or makeup. It’s more so about making sure that your talented cast comes prepared and well-versed on the subject they’re going to be talking about. This will allow them to appear more comfortable, relaxed, and confident on camera. Afterall, everyone appearing in the video will be an extension of your brand. To help you get ready for your close up and put your best self forward, here are some tips from our team on your appearance and demeanor.

“If you appear nervous or lacking in confidence, it’ll probably be visible to viewers. This is no easy task, especially for the camera-shy, but be mindful of the vibe you’re giving off. Try as hard as you can to relax and have fun. It’ll show.”Nick Nelson

“Relax! It can be uncomfortable to be on camera, but the more you do it, the easier it gets. Think of it as a conversation with your audience versus a video – it takes some of the pressure off. Also, avoid super busy patterns or lines when you’re picking out what to wear. It can make some really crazy things happen visually.”Tiffani Allen

In addition to keeping your appearance in check, you also can’t stop once you start. This lesson can be applied to plenty of things you’ll try throughout your marketing career. But if you want to experience success with your videos, it will take a lot grit, determination, and outside-the-box thinking. Even if you aren’t getting the views or subscriptions you want, you have to keep at it, optimizing your approach along the way.

“You have to commit. The first video probably won’t be great. It might not even be good. Keep going and it will get better.”Steve Slater

We’ve been iterating on our approach to video since 2016, starting with the basics, learning as we go, and striving to make each take better than the next.

Here’s an early example from us from a couple years back.

And here’s a video from last week. We’ve been working on finding the perfect lighting scenario, experimenting with different cuts, angles, and interstitials, and other refinements.

#2 – You don’t need a blockbuster budget.

Video is an expensive endeavor. Or, it can be. Between lighting, audio, video, and editing equipment, it can quickly become a costly investment. But just because you have all of the bells and whistles, doesn’t mean your video will be a success. Instead, focus on the content of your videos to ensure that your video will be watched and appreciated.

“You don’t have to have a huge budget. You can work with what you have to create a great video, you just have to get creative.”Tiffani Allen

Our own videos don’t have a huge budget. For example, we shot the below video in one of our offices and used the creative theme of meditation to engage our audience. It was an out-of-the-box idea, but it currently holds the title for longest watch time.

Read: How to Get Started with Video Content Marketing (Without a Blockbuster Budget)

#3 – Practice your narrative, not your lines.

When it comes to film, there’s usually a script that’s followed. When it comes to your video marketing, you’ll also want a script that helps you stay on track and express all of your talking points. However, while it’s tempting to document everything you want to say, word for word, avoid that urge as best as you can. Having a script is helpful, but it can also cause your video to feel less organic or authentic. Check out our team’s tips below for practicing ahead of filming.

“I would recommend carefully planning out your talking points ahead of time and rehearsing them so they don’t escape your mind on the spot. You don’t need to memorize a script — in fact, you might not want to, as you’ll likely come off as robotic and not very conversational — but memorize the things you’d generally like to say. This will help prevent the “ums” and “uhs” that can become stressful when the camera is rolling.”Nick Nelson

“I would recommend going over your talking points to have a good understanding of what you want to say, but NOT scripting it out verbatim. You want to keep it sounding natural and human.”Joshua Nite

“Practice your narrative, not your lines. If you try to remember what you’re going to say verbatim, you’ll likely need to do multiple takes and it may come off as rehearsed or inauthentic. Know what message you’re trying to deliver and you’ll have much more fun!”Tiffani Allen

#4 – Nail down your intention.

If you’re writing a blog post, putting together an eBook, or drafting an email, there’s typically a call to action (CTA) with a link. When it comes to video, however, that type of call to action becomes harder to include. While links are important and can be included as bumpers or within the video description, we would challenge you to think more critically about the action you want to inspire from your audience.

Video offers a vastly different experience for your audience than physical text. This means your CTA can offer a different experience as well. Do you want viewers to subscribe? Like the video? Share it? Comment? All of those CTAs now become options. You need to decide what you want your audience to do before you think about a measurable CTA.

“This comes down to being creative. What are you really trying to accomplish? Know that first, then figure out what tools you have at your disposal to get there. Can’t embed CTAs in your YouTube videos? Use bumpers with short links and add them to the description.”Tiffani Allen

For our own Crush-It videos, we added clickable CTAs at the end of our videos to subscribe to our channel or watch another episode.

Crush-It Video Calls to Action

#5 – Put someone in the director’s chair.

If you have a low-budget for your video marketing projects, odds are you don’t have a director or cameraman to back you up. While we don’t expect you to go out and hire someone to fill that void, simply enlisting a coworker or friend to press record has immense value. Even if they don’t have video experience, if they can help you start and stop your video clips, you can save hours in the editing chair.

“I think my biggest piece of advice is to have someone behind the camera. It really helps if it’s someone who knows what they’re doing (like our own video mastermind, Adam Dunn), but even just having someone to push the button and stand there made a drastic difference in how quick and easy it was to record.”Joshua Nite

via GIPHY

#6 – Video transcriptions aren’t just for closed captioning.

Video has a reputation for not being SEO-friendly. Because video by nature has minimal crawlable text, the SEO value is perceived to be low. However, there’s a workaround we’ve discovered that can more than make up for a video’s lack of text. What’s that secret? Transcriptions that allow for supportive, repurposed blog content and increased search visibility.

“Transcribe those videos when you embed them on your website. Don’t miss out on giving Google all that great content to index.”Steve Slater

“If your video focuses on keywords and topics that are important to your audience, it might be worth creating a written transcript and having it accompany the embedded video in a blog post. This will enable you to gain SEO traction and draw more inbound traffic for the vid. Include optimized headers and everything for maximum impact. Moz sets a good example of this with their Whiteboard Friday sessions.”Nick Nelson

Moz Whiteboard Friday Video Transcription

#7 – Be your biggest critic.

If you’re anything like me, you do not like the sound of your own voice or watching yourself on screen. But if you want to improve your videos, it’s something that you have to do to measure your own performance. Skipping out on watching yourself can lead to you repeating past mistakes.

“To quote the great LIttle Walter, ‘you better watch yourself.’ I know it isn’t fun but watch your own videos. See how you look and act on camera.” - Steve Slater

via GIPHY

Lights. Camera. Action.

Video marketing is a large undertaking for any brand as it involves looping in your brand’s internal thought leaders, investing in new equipment, and putting your brand into uncharted territory. But if you let the fear of budget, failure, or judgement hold you back, you’ll never reach the results you’re looking for.

For your best chance at creating video that’s award-worthy, it’s important that you stay organized, authentic, and determined. And we speak from experience when we say that it can be challenging at times, but the payoff is video content that educates and inspires — a common goal for many marketers.

Not sure what your first video should cover or aim to do? Struggling to come up with a starting point? Check out our other video marketing resources for inspiration and guidance:

The post Camera Shy: 7 Tips for First-Time Video Marketers appeared first on Online Marketing Blog – TopRank®.

Online Marketing Blog – TopRank®

Posted in IM NewsComments Off

Advert