About the course
Online video has proven to be a powerful tool for increasing sales conversions on retail websites, generating traffic and increasing brand engagement and dwell-time.
The problem is, you've got the great video content but it's just not being viewed enough. This course will show you how to develop the right strategy, the right content and the right techniques for increasing traffic, views and, ultimately, conversions.
Video on the web is a hot topic,with 80% of net users worldwide watching online video, and UK online video viewing growing at more than 40% per year.
If video is important to your brand, this course will teach you how to create a strategy for your organisation's online video use and show you how to achieve great results by doing a few simple things right. The course will be illustrated with examples and case studies from high-profile brands throughout.
Who should attend?
This course is ideal for anyone involved in marketing, e-commerce, online content management, brand management or communications, as well as those with experience of producing video in-house or with third parties that are looking to improve the strategic aspect of online video.
How will I benefit?
Upon completion of this course, you will be able to:
- Prepare an effective online video strategy
- Make the right decisions about your audience and how to reach them
- Create genuine, relevant engagement and attribute direct business benefits to your video
- Interpret campaign metrics and make continuous improvements
- Plan for future developments and innovations in online video
What will I learn?
The course covers:
Defining your audience and goals
- Content is king
- How video on the web works
- Setting your business objectives
- Brand entertainment
- 'Viral' video
- User generated content
- Choosing between web video platforms
- Seeding content
- Pre-roll and advertising
- Social sharing, comments and reviews
- Video in email
- Video on content destinations such as YouTube
- Video on your websites
- What can you measure?
- Interpreting video analytics
- Making better decisions
- Informing other marketing channels
- A/B and multivariate testing
- Tracking click-throughs
Director of online video platform, Buto
Jeremy is strategy director of online video platform ‘Buto’ (www.buto.tv).
He is a highly experienced digital strategist and video producer with a raft of
global gold award wins for results-driven video-based campaigns. Social video
campaign ‘Vampire’ for the NHS encouraged 52% more young people to the
dentist, and viral explosion ‘Crashproof’, with 6 million views, gave the client a
1,200% increase in web traffic.
As managing director of social video agency ‘ST16’ Jeremy helped take the
business from a start-up to the number 23 spot in the UK production top 50.
Jeremy's experience spans both internal and external communications and his
focus is on strategically led campaigns, driven by audience insight.
Following the merger of ST16 with Big Button in 2013 Jeremy remains as
strategy director working with organisations such as Freshfields Bruckhaus
Deringer, Rugby Football Union and Tesco.
The Online Video Strategies course is complemented by our Video Production for the Web course, which will show you how to get your online video ideas produced quickly and cost-effectively without sacrificing impact.
These courses can be attended individually or in conjunction to enable you to get the most out of your online video content. Book Online Video Strategies and Video Production for the Web together for £995 + VAT (excluding any Econsultancy membership discount).
Contact email@example.com to reserve your places or for further information.