Components of a video marketing campaign

(a case study)

Attivio Inc. Enterprise search and UIA solutions

Friday, May 4, 2012

Attivio Inc. Enterprise search and UIA firm results:

• 200% to 300% increase in monthly uniques

• 63% increase in page views

• 3 minute time spent on page with video vs. 1-min. 30 sec without

• 157% increase in search engine traffic

Friday, May 4, 2012

Tactic #1. Create more than one type of video

• Product demos

• Customer testimonials

• Introductory explanations

• Detailed explanations

• Training tutorials

• Client presentations

• Salespeople profiles

Friday, May 4, 2012

Tactic #2. Tie videos to a specific conversion

• Verbal call to action ie visit attivio.com to learn more

• In-video button, to download more information

• Final-Frame form to request a personal demo

Friday, May 4, 2012

Tactic #3. Measure and tweak

• Use paid solution for hosting and analytics

• Cut demos if too long

• Option screen allows viewers to watch long or short version

• Get everyones input

Friday, May 4, 2012

Tactic #4. Avoid extravagant production costs

• Go for professional look but don’t go overboard. (think volume over quality)

• Less formal approach may be more effective

• Determine what needs high production and what doesn’t ie. re-purposed webinar vs, detailed 4 minute tutorial.

Friday, May 4, 2012

Tactic #5. Promote with email marketing campaign• “Videos were clearly the most popular

content in the campaign”

• Video: 54% total clicks

• PDFs: 28%

• Webpages: 14%

• Sharing buttons: 4%

Friday, May 4, 2012

Tactic #6. Repurpose videos whenever possible

• Post videos throughout the site

• Homepage- scrollable hero shot slide show above the fold and links in the footer

• Blog and Social posts

• Sales team engagement

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Tactic #7. Grow the audience through search

• SEO, video sitemap, metadata

• YouTube Channel, BUT don’t drive traffic to YouTube, drive to website.

• Pay-per-Click

Friday, May 4, 2012

Tactic #8. A branded searchable video library

StratDV clientMiller Dodson

Associates

Friday, May 4, 2012

Components of a video marketing campaign

Thank You!

Friday, May 4, 2012