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
Steffan Aquarone is a leading online marketing expert, technology entrepreneur and digital marketing consultant.
At just 20 years of age Steff was a founding director of a Top 50 digital agency. As Managing Director he developed content for Land Rover, Vodafone, Massey Ferguson and American Express as well as leading the business through its first five years.
Steff is currently working on mobile technology startup as well as with global brands, helping them develop elements of their digital strategies. He leads digital marketing courses for Econsultancy and writes regularly on the future of the web.
Steff is also a successful film producer, co-owning feature-film production company Immense Productions with best-selling comedy writer Guy Browning. Tortoise in Love comes out in cinemas summer 2012.
Steff is an unflappable operator who can make things happen against the highest odds and speaks regularly to audiences about the highs and lows of business, entrepreneurship and the power of digital marketing. He is represented by JLA, graduated from the University of Warwick with a BA (Hons) in 2006 and became a fellow of the Royal Society of Arts in 2007.
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 to reserve your places or for further information.