edoardo scognamiglio – video marketing
DESCRIPTION
Young Digital Lab || 17-18 Ottobre 2013TRANSCRIPT
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Video marketing: trucchi, trend e best practices
combocutfilm.com
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La metrica: numero visualizzazioni
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Cosa interessa ad un’azienda:
1. Farsi conoscere (awareness)
2. Convertire (azioni rilevanti):- acquisire contatti- generare traffico- potenziare propri strumenti (newsletter)
3. Vendere
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Awareness / Traffico
Sales Funnel
2
1
3
4
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1. Awareness
Paid Media Organic MediaYoutube AdvFacebook AdvVideoplacement
Tweet, post, articoliShareVideo SEO
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Marchio / Prodotto
Opinion leaderpresente su Blog, Facebook, Twitter
Audience
1. Awareness
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Come far parlare di un video (e di conseguenza del prodotto / brand):
1. Awareness
Generare notizia, un motivo per parlare di voiche non sia autoreferenziale.
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Realizzare un record.
1. Awareness
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La notizia.1. Awareness
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1. AwarenessVariazione di qualcosa di conosciuto:l’unboxing.
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1. Awareness
La notizia.
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Awareness / Traffico
Sales Funnel
2
1
3
4
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1. Generare trafficoVideo SEO
Il risultato al 2° postoè un video
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Google indicizza video se:
- Il video risponde alla keyword
- Lo fa in modo appropriato ed esaustivo (numero views, like, tempo visione)
- Il video è il contenuto più adatto per rispondere
Video SEO1. Generare traffico
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Il prodotto: trolley da viaggio
Video SEO1. Generare traffico
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Video SEO1. Generare traffico
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Video SEO
adwords.google.com
1. Generare traffico
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Video SEO1. Generare traffico
Intercettiamo l’utente in altri momentidella propria vita di viaggiatore.
Un video rispettoad un testo è più efficace.
Un video rispettoad un testo è più efficace.
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Video SEO
adwords.google.com
1. Generare traffico
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Video SEO1. Generare traffico
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Video SEO1. Generare traffico
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Video SEO1. Generare traffico
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Video SEO
Da Youtube a sito:
- Link nella descrizione(Con “http://”)
- Call-to-action overlay
- Call-to-action nel video
1. Generare traffico
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Video SEO1. Generare traffico
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Awareness / Traffico
Sales Funnel
2
1
3
4
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2. Landing page
Hai 8 secondi per attirare l’attenzione.Con un video e il giusto ritmo puoi rinnovare gli 8 secondi fino a 2 minuti.
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Con videoconversionrates +10%
2. Landing page
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2. Landing page
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Awareness / Traffico
Sales Funnel
2
1
3
4
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3. Leads
Wistia.com
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Awareness / Traffico
Sales Funnel
2
1
3
4
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Follow up
Raccontare il proprio brand e prodotto:
- Attraverso chi lo produce.
- Attraverso i clienti: chi sono, perché scelgono il prodotto ?
Realizzare contenuti educational e regalarli ai propri potenziali clienti.
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Follow up
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Follow upNewsletter - Moneyfarm
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Follow upNewsletter - Moneyfarm
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Magazine
Reelseo.com
Brightcove.com/en/learning-center
wistia.com/learning
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Grazie.
combocutfilm.com