About the course
Overview
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.
Programme
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
The mechanics
- 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
Measurement
- What can you measure?
- Interpreting video analytics
- Making better decisions
- Informing other marketing channels
- A/B and multivariate testing
- Tracking click-throughs
Trainer
Steffan Aquarone
Founder, Venio
Steffan Aquarone is a young entrepreneur and online video expert who thrives on making things happen.
At just 20 years of age Steff was a founding director of award-winning digital film company Fullrange. As MD Steff led the development of the company's high-profile key account portfolio working with clients including Land Rover, Vodafone, Deutsche Bank and American Express.
As a producer of content Steff has a deep understanding of visual communications and what works with different audiences. As a marketeer and consultant, he is able to apply these creative skills to the task of achieving hard, measureable business benefits using film.
Through his current consultancy firm Steff is involved in some of the most exciting commercial online video projects in the UK and has bucket-loads of materials and case studies from global brands to talk about.
In his spare time Steff is a director of the Producers' Forum, a member-led network for film & TV producers, a trustee of 100 year-old Cadbury children's charity BAYC and co-owns feature-film production company Immense Productions with best-selling comedy writer Guy Browning.
Enquiries
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 £895 + VAT (excluding any Econsultancy membership discount).
We also run Graduate Certificates for more intensive, and academically accredited courses over 12-15 weeks. These include Analytics and Optimization, Integrated Marketing Communications and Online Selling, Merchandising and Promotion.
Contact to reserve your places or for further information.
