Sales boosting strategies for export

How to create outlook signature

greasing exporters our webinar on how to use videos to boost your export sales will start in three minutes you welcome exporters this video and video webinar is about to begin on how to use videos to boost your export sales we're delighted to be here today to greet you all and to learn lots of information about videos and localizing your websites localizing videos and how to boost export sales before we actually get started because we've got a lot of information and ground to cover I wanted to give a couple of things on housekeeping so just on housekeeping for this current webinar we're gonna be about 45 minutes long during the webinar we're gonna have three polls so we would really ask you participate in these polls these are gonna be questions to the audience we'd love your participation there and we're also going to be giving out some handouts you know handouts that you can use and infographics on video on social media and on particular markets that we think might be interesting you for you we are gonna have a live Q&A at the end of the webinar and we would really encourage you to drop the questions into your chat box or question box whichever format you have and we'll be creating the questions and answering them at the end of the webinar so looking forward to your questions there just to say finally that this webinar is part of a whole series of webinars that we do for exporters targeting markets and particular concerns and challenges that exporters have with online tools and social media and localized webinar websites so sit back enjoy and finally just know that you don't even have to take notes we will be sending you a recording out the slide deck on Friday and at the end of this webinar there is a very very very brief survey we would really appreciate if you could attend and just fill out the four questions we have at the very end of this webinar so that's the survey at the end but right now sit back enjoy and I hope that you find the webinar useful and instructive and helpful for you so just a quick introduction them on us my name is Susanna Hardy I'm chief content officer for IBT online and I've been with IBT for over a decade now and really he's seen seeing how video and how online marketing has absolutely changed the lives for exporters and allowed them to reach international markets a much faster and more cost-effective manner and Vanessa is joining me today Vasily Adamson who's our online marketing senior manager vanessa is an absolute with and fount of knowledge on online marketing on all kinds of different platforms and programs so I'm really delighted that Vanessa could be with me today just to share our experiences and our best practices on videos and how they can help exporters boost their sales just two seconds on the company itself I BT online we are a private company we're a US company though we also have an office in Europe and we've been around since 2002 we're a hundred percent focused on exporters and helping exporters and we do that by being 100 percent focused on online tools so we build and manage websites and Corp and online strategies for corporations and typically those corporations are small and mid-cap companies so hopefully you'll identify with this and say hey these are these are people that know us well so without more ado we're gonna get started we have as I said a lot to talk about there our agenda today Vanessa and I decided to split up into sort of four big chunks and leaving as I said some time at the end for four QA so we're just so you know video is just such an amazing platform for demonstrations tech overviews everything but increasingly videos are used as a way to build relationships and Trust with your audience with thought leadership and now the video is coming now in all sizes shapes forms from podcasts with long shelf lines to virtual demos live q and A's there's even a really growing trend of inserting videos into emails to attract attention and personalize your sales pitch so you can see that you know videos are really now becoming as ubiquitous as ubiquitous and that this D as the internet if we look at some of the sides some of the big size and and a numbers behind this cisco who uh you know it's sort of like building all the backbones of these kind of things quite interesting to look at their forecasts and they get us out of five-year view extending taking some back material back from 2016 extending it out remember five-year view looking at the numbers for for this little hardware video takes up a lot of bandwidth obviously for giants like cisco but they are estimated that video will be by far the dominant content form for the Internet of the future so just I mean look at these projections they're just they're just enormous a tripling of video content from existing current levels so absolutely huge so you know certainly the the people installing the pipeline doesn't where are convinced that internet is that that video is is definitely here to stay and to be the dominant form on the internet um well in terms of marketing and sales obviously a a picture tells a thousand words and sales and marketing teams have definitely definitely thought that what that Maxim they've understood that and contributed their bit to the amazing surge in video consumption around the world so I think it's just really interesting also to see some of those those numbers you know 80 percent of consumer Internet traffic by by within the next three years will be videos it's still growing at a global rate of twenty six percent per annum I think also what's interesting is at the single largest area for video traffic at the is the asia-pacific region which accounts for 40% of all video traffic and and and then finally is also highlight 50% over 50% of web traffic of web traffic is accessed via mobile devices today so I really am gonna say you know brands need a video marketing strategy in a sense this isn't new you know what's really changed is how important video has become on every single channel every single platform so videos are no longer just one little piece of your overall marketing plan it's now become central to many companies outreach and many of their campaign efforts especially your social media strategies and that's really we're going to be talking about now now the good news for mid-cap companies looking to export is that video production is more cost effective than ever and you can shoot in high quality 4k video just for using a smartphone so video is cheaper and easier than ever and is also absolute central for today's marketing and for your exports we find even more so using video for our clients has some of the best returns for international marketing and it can be used at all stages of the buyers journey now let's look at some of the brands this is a this is something quite interesting I think it was a study done by HubSpot just showing you know what kind of content do you want to see from a brand or business that you support and again the overwhelming hands-down leader was videos a ton 54% you know 2016 is largely perceived as the year when most sales and marketing teams started to say yes we need some video content in our strategy but today it's as taking really as a given that it's an integral part of your marketing strategy and that actually has implications so today you know for us video was not isolated to a few people in the corner of the marketing department but really it should involve all parts of your team from sales marketing production export every you know everywhere every part your organization and I think that really it's it's important to see that and you know can be done in a very conversational measurable way we will be so this graph was done as I said by HubSpot but we will also be looking at some other sources as well as we as we go along just know this um we want to sort of we're not really going to be talking about this webinar is not really about techniques of shooting rate with videos we're not going to be looking at all the different ways of holding a camera and using your camera but we did want to just distill a few of our major experiences I guess for us there are really two lessons we have found to be most useful the first is to start with a conversation about the purpose of your video so you know why why did it be every decision made during the video creation process is going to point back to your videos purpose and what action you'd like your audience to complete after watching it and of course without a clear purpose agreed upon by your team you'll find yourself in an absolute whirlwind of reshooting reframing editing and wasting a lot of time so there are basically a lot of players when you make a video and you know you need to make sure that they're all aligned and all agreed on and that's the second point so the first one is why are you making the video what's the goal of the video and to making sure that everybody is involved in the discussion and the way to do that for us is to create a questionnaire so we use a lot of project management software's for web build and management side but you know you could use other other you don't have a project management in-house you're going to use Google Forms then you create this questionnaire and you pass them along until all the stakeholders on the project and this way you can ask the same questions everyone and add get your answers in one place so you know who's your target audience now what does the buyer persona that you're looking for what's the goal is it to increase brand awareness or launch a new product sometimes it can be you know two goals at once but what's the main priority goal number three once you know what's the next step where where where will that video lead to link to the goal what should the call to action or what should the next following step be for that video then where is the video going to live you know is it not going to be on Facebook or landing page you know you should probably begin with one target location where you know that your audience are going to find you and then you can repurpose it for other channels when is it you always start with the timeline you know it's going to be very different a video that's got like a three months to prepare it's very different for something that's required by you know the next few days and then the budget obviously you know you you know budgets you have to set a budget otherwise these things can get very expensive but maybe they don't have to be expensive set a budget and what about your creative requirements think about that think about you need a designer do you need do you need animation physio live-action video and then really important what constitutes success set your metrics and we'll get back to metrics a little bit later when we when we look at the analytics we also thought we would distill on one page some of the tips for the most engaging videos and again this is worthy of an entire other webinar but we thought we just sort of just stood it onto one if we could and you know most business videos need a script if you skip that step you'll find yourself editing more and more and releasing a video much longer that should be and so on and you might lose your audience along the way so you start writing your script like you would a blog post really you know I love I outline things and and keep your key points and you order them carefully and things but you know you definitely start with a script and that's something you'd be working on throughout now go keep it short I've put one meet one minute 30 in brackets because a lot of videos you don't want to go longer than that some videos obviously can demo videos just demonstration videos obviously but there's you know in terms of consumers they have the worst time reports there's a company called visible measures who was looking at they were saying that 20% of all viewers will stop watching after 10 seconds of your YouTube video and about a third thought watching after 30 seconds this is very much fervor for b2c but keep it short and with that make the messaging upfront don't hide races don't don't don't don't keep your message to some final finale at the end you know get the message out there at the very front and again with that comes very clear language keep it simple especially for exporter videos and then the last thing I'd say is music there's a lot of evidence to show that music has a you know even if it's background music it really has a great effect on making videos seem a lot more professional a lot better you know there's and again there's music can be an expensive thing you need to look at copyright laws but we you know but we often try and look at is there are things called royalty-free songs that doesn't mean they're free to use it just means that there's a flat fee so you don't have to pay a royalty every time it's use you just pay a flat fee so there's no additional licensing fees or royalties YouTube has some great sites to find them also premium beat has some funds for royalty-free music but the music is something that is now affordable for that so so that's those are our top tips both for the creating great videos and the tough tips for engaging videos with these huge huge upsurge that we've seen now in the now with that I want to launch my first poll so the first poll here please you know gather your mugs together your mice together and the poll I'd like to ask you all the questions like to ask you all this do you use videos to promote your business today you can use them on your domestic markets on your international markets are you thinking about it or I have no intention of doing this so I'm glad to say that nobody has no indigenous interestingly the the majority of you use videos for both domestic and international websites which is which is funny business which is fantastic I'd say the the audiences equally split for the rest between thinking about it and just for our domestic domestic business thank you very much where there's just a few more a few more voting now last people voting out but it hasn't really changed very much it's just basically the majority of you use videos already for domestic and your international business that's fantastic good to know right moving on to our second section here videos that help export sales growth and the first thing we wanted to do really is talk about what kind of videos now there's an awful lot of types of videos in the world they you know from all kinds but I wanted to list the main I guess we see 12 really that are that are used by sales and marketing teams they are a tremendously versatile tool for sales people throughout the entire customer bio journey and they can do much more than just increase engagement so you know with the the analytics you can also for example qualify and prioritize leads including unresponsive leads and get them out of your system so really the the the options for sales and marketing team are going to end us you know onboarding videos knowledgebase videos customer stories all kinds of things so as I said these are the twelve that we see recurring regularly for sales and marketing teams if your product or service is more of a commodity the audience is probably aware already of the existence of that as a product but you may need to convince them that yours is the best one and therefore you're probably going to need something called a demonstration video and that's what people call a demonstration video but that's one of the most common another of the most common is what's called an explainer video that's a bit different from a demonstration video demonstration as I said is for more we do have a more commodity product and you want to make sure that your ass sticks out if your product or service is more innovative then you probably need something called an explainer video that addresses basically you know it reminds the the viewers of the problem they have demonstrates the solution that deals with it explains how it works so that the audience is then convinced that your solution is what they've been put there what they need so that's really gets your audience to better understand why they need your product a lot of explainer videos focus on sort of almost like a fictional journey of the company's buyer who's struggling with the problem so so so that's quite a common a common way and those are the two most common types of video used by companies the demonstration when the explainer but there are many other types that can be used as part of generalized advertising campaigns you know showcasing company high level vision missions and and and such the goal of the brand videos is really to build awareness around your company and attract target audience so you know these are all kinds that videos that apply to exporters as well as to a domestic market but they'll see a little bit later that sometimes you're the type of video you want as an exporter might be a little bit you know you might say we need more of the educational more of the front end type of a video to attract leads rather than personalized message so now let's talk to me about videos for the buyers journey and this is you know there are you know they all these different types of videos means that their videos for all stages of the buyers for journey whether that's you know attracting new new new leads converting them into potential sales closing those sales deals or we call delight under the sort of HubSpot model of inbound marketing delay would be then so if you dam or onboarding next steps and and getting your clients you interact this testimonials so you know um too often companies just jump at the opportunity of creating our first video so they spend tons of money on explainer video for their homepage and then once it's done they sort of just leave it out there and don't go go away through so we find so on the flip side lots of businesses are also try out sort of almost bought our call social videos but they've often just replicated fads that they've seen elsewhere so their videos don't really consider any personalized challenges and don't have good effect so given the time and money resources video marketing must not be just an impulsive sort of thing you've got to really create your marketing strategy that integrates videos and applies to every facet of the sales and marketing journey so on this inbound methodology we do where we're looking at here this approach obviously focuses on attracting customers through content and interactions that are relevant so dividing it into those stages as I said attract and bring it close and delight so an attract basically Furber you're looking at turning strangers into visit visitors and typically the type of goal that this video would have is to expand the reach and build some kind of trust you're looking to garner shares for your video it's more like entertaining emotional okay than educational but you know you still that have some good information there but it's really you know it's really attract video to start with so they be social videos for example showing off a brand's personality or thought leadership videos brand films explainers and how-to videos don't talk too much about you know videos in that stage of attract don't talk too much about your product instead talk about who you are why you're doing this in terms of convert now that you've attracted some video viewers to your website the next step is you to convert them into leads again with an inbound marketing approach that means collecting some sort of content information by our form now videos can be a fantastic place to ask for you know email contact a call to action more you know to engage people to to gauge or to to convince them to engage more with you so that's that's the important part here convert videos typically it could be a webinar like this or product demos landing page promotional videos case studies or more in-depth explainers and how-to so this is more sort of you know converting them to to you as opposed to just attracting them to your to your company the clothes part that is really you attracted their audience and now you really want to convert the right visitors into leads it's time to close those deals close videos are typically the kind that are often overlooked by the sales team but I think it's really important for weighing it down so the you know if the consumer is now looking at saying okay do I buy this or not they want to really put themselves in you know they want to visualize themselves using your product so you know there's and there's a reason why I guess customers would rather watch a video about a product and read about it videos are able to display functionality they can leverage emotions in a way that a product description just can't do so this you know videos at this stage are really important so that you get an engagement with your with your prospect and finally the fourth stage there it's can be a personalized videos but it's also videos very much to say can you encourage your customers to embrace your brand and become bitter brand and evangelist you know can they get can they do some onboarding video a product training video a thank you video a testimonial video you know so get them and draw in that step as well so that was kind of a long one and just to relieve all of that I'm gonna launch another poll and this is kind of a harder question I thought but given given the the importance of this hall you know journey of the buyers journey and what videos are there you know if it would be the first priority for you as a company would you want to be in attracting new leads what would you you know if you had one single attraction there what would you bring your main priority closing would it be cooling down you know making existing clients the core and just to give you some feedback on that we have about mmm about again about 50% talking about sort of attracting attracting new leads and attracting getting new new companies in there so attracting prospects to your company so using videos to attract using videos in terms of brand films explainers and thought leadership videos very interesting thank you very much indeed right we're going to pass on to the next thing which is just about metrics are one of the key aspects of any kind of any kind of strategy but it's especially important for videos given the you know that they can be expensive to do that they can be time-consuming and again this is really something you could put to an entire webinar again besides trying to distill this for us there are three key aspects to the metrics the first is to define your goal you know what goal does that video have at this particular moment you can repurpose videos or video can have several goals but at this particular moment what is the main priority for that video and then choose the appropriate metrics that would measure the success or none of that reaching that goal so you know and those the the KPIs that I've listed on the right-hand side give you some of the metrics that people typically use for videos you know view counts watching time completion rate conversion clicks play rates and so on so those are all the KPIs that people would typically use for video analysis and then the third and most important very much often overlooked is to actually analyze your results and learn from them and say okay we did this video that was the priority surprise surprise it didn't go exactly as we thought it would it's gone somewhere else what can we learn from this is this good news or bad news so you know and but how do we change this how do you learn from this so that's the really important part of it as well I'm now getting on to videos for exporters one of the key parts of using videos for exporters is really to localize them and here we're talking about this is a localized websites but localizing videos and the best way I have to explain how to localize a video is to go back to some of the basics about website localization and what we mean for that you know website localization basically allows exporters to to reach into markets to reach their target audiences and to be understood to be found and to do business with those target export markets so a localized website would allow you for example to appear as a German website to a German prospect which would then give him the trust that he needs to go through that buyers journey so it creates relevance in that target market and and establishes credibility I've listed on this slide here the ten main criteria that we have for to define localization so when we talk about localization whether it's a website or a video those are the 10 steps that we figure define localization so it's not just about language that's one of the 10 criteria but it's many other things as well as regulatory requirements and that applies to video as well for websites it's your domain name for for for videos it can be you know cultural aspects are taken into consideration optimized for search engines certainly and what do I mean by this why why did it have to be optimized for different search engines well it gets back again to this whole notion of localized if from if you're sitting in the US google.com looks very different from Google code UK which is the Google you would find in the UK for example Google like all search engines are basically localized they put the searcher at the core at the center of of their function so they are not really concerned with you the company trying to attract attention their concern is with the person looking for searcher and so they will give the responses that they believe that their algorithms believe are the most relevant to that searcher so if I'm sitting in the UK and I type in something on Google that code at UK it will give me responses that was that are in line and harmonized with where I am and in the UK environment very different for sitting in the u.s. or in Mexico or India or Germany or wherever so don't think of Google as one massive company think of it as a hundred and ninety two different search engines so that's how many countries Google has Google is present in now that's for Google there are there are other search engines as well but which we'll get onto for China but that's you know so Google has basically 192 different Google so your website if you want your website to appear in you know well in Germany for example you need to make sure that Google Germany google.de likes you thinks you're a great company for a German prospect thinks you're relevant to that German prospect and and so let's get back to my ten my ten criteria form video some of the key most important aspects of localization have to do with keywords and keywords appear at various points in your video but particularly noted and your titles I will get onto that in a moment but optimizing your keywords are really important here I've given an example of of words if you were you know that you need to optimize if you were for example targeting the Brazilian market and one of the keywords that people would search for is the word train you'd have to make sure that you're using the right word that you know if you if you're a Portuguese you're going to use the word coal oil to go train and if you're Brazilian you use the word trip for for train so if you're going to produce a Portuguese website for Brazil you need to make sure the keywords are optimized for Google which has 95 percent chair in Brazil so Google Brasil likes the keywords not Google Portugal so that's an example of keyword optimization for a search engine just another one you know again this a very similar case the word car in Spanish you know in in in in in Spain in castellón is thin and Spanish it's Auto sorry it's coaching come on and in in Mexico it's Auto and if you get the wrong the wrong term on your video descriptions you will lose out on a lot of those searches because for example if you're using coach a in Mexico only 27% of the people looking for a video on coche I got a ECU so that's sort of a you know not a good thing so keywords and keyword optimization are really key and important things to have right in videos our last one as well is just about subtitles and here this is actually a pretty major important one subtitles are really important for videos they allow they allow are many levels for your domestic market or again if you've got a an English speaker and it's and the video is in English you need to make sure that there are some subtitles there that are just giving you some strong messages highlighting the points that you want to be highlighted for export videos you it is perfectly permissible to take one that you've done in English for example for your domestic market in the US or the UK it's an English video the word spoken is in English and use subtitles in Chinese Brazilian Portuguese German Arabic whatever language it's needed that is that's acceptable and and a good thing but it allows you as well to make sure that the words you're using in those subtitles are good words and the right words so there you go that's really important to make sure that you've got those right I would add as well a lot of people also use both subtitles and memes and a word of caution on the memes sometimes they can be fantastic sometimes they can be confusing for an export video try to avoid jokes try to avoid cultural specifics and in our view try to avoid most memes sometimes they mean different things in different languages and you might just be getting a the wrong message passed at that right this is going to be my third and final poll which is do you have localized websites for your export businesses do you do you localize your websites for exports and can you you know do you have localized websites and I'm just looking at the responses and it's very mixed this time well I think a lot of you the majority of you have localized websites for a few of your export markets which is pretty good going so we're pleased about that well done you for having localized websites for a few of the export markets remember that if you're going to have invest in the videos the traction you'll get with video a on a localized website far exceeds anything that you'll get without um okay I'm going to now pass on close that close that poll and we're going to talk about video platforms and this is actually really important for exports and exporters and what platforms do you use and Vanessa maybe you can take over here Vanessa yeah I would love to thank you Senna so we just talked about how to create videos now a creative high quality video posted on Facebook or YouTube that place of yours once motivations and knees can go far to bridge the gap between you and your target customer no matter your video purpose placement is key in other words where your message lives is just as important as the message itself so before you choose Facebook or YouTube or other platforms you should understand the differences between these social media outlets and approach your videos production with this home in mind we found that although there are more and more viewers watching videos on Facebook especially in Latin America the average Facebook video receives six seconds of engagement in views compared to nearly five minutes of average play time on a branch website now let's have a look at how platforms differ when people visit a spoke LinkedIn Twitter Instagram we found that they tend to be on the go using their phone in queues their Starbucks or whoring between meetings so your chance to grab the viewers attention is much shorter now in the online world we advise you to provide some stocking videos on these chosen platforms when people visit YouTube though we found that they're going on the website with a specific intent to watch videos is even more so when people visit your official website they likely already have time to sit down and watch they expect high quality videos with decent sound effects we listed some tools here to show you options on embedding videos on your website next up we will zoom in on YouTube finding her stats from YouTube is surprisingly difficult but YouTube itself declares they have over a billion users almost 1/3 of all people on the internet and viewers watch millions hours of YouTube videos and generate millions of views every day growth in viewing time on YouTube has accelerated as well and this is up by 50 percent year-on-year for three years the number of people watching YouTube each day has increased by 40 years 40 percent year-on-year since March 2014 now 80% of YouTube's views are from outside of the United States the good news is YouTube has launched local versions in more than 88 countries you can never get YouTube in a total of 76 different languages and that covers 95% of the internet population while having a super high penetration rate in international markets you should know that YouTube is banned in China now if you're interesting outreach to China you might wonder what's that YouTube equivalent in China well there isn't one yuku and tell some videos you might have you may have heard of it um they are arguably that YouTube equivalents but Chinese users engage with these platforms much differently to YouTube yuku and Tencent videos are good options to embed videos on a website sharing your official videos to your Chinese social media channels but very few users will discover your branded videos or channels on these platforms users go on Youku and Tencent to watch TV series movies celebrity news published by official news outlets what YouTube is famous for his youtubers they can we found on Youku or Tansen video now the Chinese video influencers they live on live streaming applications such as though you know we have listed out here there are also youtuber like users uploading their videos to a platform called Billy Billy this is a site started by lovers of manga and cosplay so if you're a beauty brand this is likely to be a platform to watch out for now we have just talked about how to distribute videos but when and how would you use them to achieve objectives we have some examples here to help you understand now in this scenario our client from the states were to attend a trade show in the UK they wanted to Brockhurst you their fan base and prospects about this to increase footprint at the show so we put our face of placement leveraging our clients video content it's also a good idea to provide a place for your audience to convert during or after they have watched the video in this case we launched a campaign landing page on the website with all the health of details about the show now the next one in this scenario our client would like to attract prospects of distributors in international markets with a launch of their revolutionary products we launched a Facebook campaign with very specific target settings to engage with the pool of prospects now in this scenario our client has just launched a new product in Australia we live rage there engaging video content and launch a Facebook ad with specific audience targeting again we have a landing page on the website with easy-to-understand content on host actions for users to convert now the next one in this scenario are quite would like to increase brand awareness in New Zealand we launched a Facebook campaign engaging with New Zealand users taking users to a case study landing page on the website now I will hand over to cirno for more case studies thank you Thank You Vanessa terrific I actually just want to sort of conclude a little I know that we're getting a lot of questions I wanted to conclude really with some some of our own case studies really so we've undone for our own company and clients to the I think one of the things that comes out with the examples just given by Vanessa is that each video it was part of a campaign and had a specific target and again that just reinforces that that message that if you you know you you design a video in order to achieve a specified goal at a specified time and then you measure it and see how it's going and then you know change it if it needs to be changed we wanted to also put out some videos or some examples to show you some examples of videos that I used for thought leadership and this comes very much at the end of what's called the virus buyers journey either the testimonial types of salt leadership and you have an example on our website here with ASG a client of ours talking about websites be different and if you'd like to hear that please go to our website and find it and on the unsuccess page IBT online success stories and you'll see a whole bunch of them but those are very much ambulance ichael you know these are these are clients who you know give you testimonial and those are some of the most valuable videos that you want to aim for as a company because it's obviously gives so much weight to prospects to hear other companies something about their journey rather than the salesmen talking about the benefits of their own company um thought leadership also however is just giving good solid information wolf by experts and i want to include this one here by michael Huxley online business director at IBT online who's got a video on our website about our website build localization so they can very much informative educational video which fulfills that other task key task of video so there you go so those are the types of case studies and examples that we can give you from from using user tradeshows you know leader in the thought leadership via file lead generation for us videos really play an integral part of any international online marketing strategy they are some of the most cost effective ways we can find of reaching out and engaging with a local target audiences they build brand faster and more effectively than many other kinds of written marketing material and who they are able to create a relevance to that target market which is so important to build the buyers trust when you are looking to get your export sales up so for us the key message again is just really you know get out there with your with your localized websites get found gonna still do business use videos as as an effective means of establishing your credibility and and building global brands they have now become within reach of virtually all companies in terms of cost you can easily just take your telephone you know your smart phone put on a side and play and create a video in fact the trend at the moment is for sort of very raw and conversational types of video they seem to get traction the most the most hits so you know the least polish ones are actually succeeding so we would encourage you all to get out there make your videos get them up on your websites integrate them into your international online marketing and [Music] strategies and and reap some of the rewards of that so I've left a little bit of time at the end now for questions and I can see they're actually quite a few the first one I'm going to hand straight to Vanessa can you tell us more about video regulations in China versa it says besides you knowing the right platforms are there other things we should be mindful of okay so yeah there were certainly some regulations as you worked with YouTube however a lot of the rules are ambiguous via Chinese video platforms for example one of our clients once uploaded a video prepared for the China market with Chinese subtitles and nicely translated video title and description to yuku the video was immediately censored by yuku as a band video so the video didn't display at all our client got in touch with us to resolve this so who after a complex process of reviewing all possible causations we concluded that yuku didn't like the videos background music so it was flagged as a copyright issue we provided a purchase proof of the music to yuku and did manage to resolve this so yeah terrific okay so yeah China as so often its own sphere there and you know be be aware of the regulations and of of having to tread carefully on some of those a question I'm going to take a very broad question from one of you which is what is the biggest error you see clients making with videos and I have to say I have a very clear view on this the biggest error we see clients making with videos is that they don't put call to actions with them in other words the video stands as a loan thing there's no next step and after the video the person viewing the video doesn't know what to do he's not led on a further journey so do remember to implant calls to action like contact us for a quote or get in touch or why learn more all those calls to action which are so important it also reveals to me if there's no call to action you probably were perhaps a little bit light on deciding what the goal of the video was for now why were you creating the video to generate leads then at the end of the video you should have a call to action saying find out more get in touch call us or however it is that you want them to then download their their contact details so that you can let the sales force and get so the biggest error that we see is not having a call-to-action right Vanessa this one what type of landing pages are the most suitable to use for videos yeah that's a that's a very good question it's always good to use videos to communicate complex messages so videos can can be and it should be used on landing pages for that matter now in most conversion rate optimisation campaigns Benefitfocus explainer videos are consider the rail conversion boosters marketers can often forget that some you know even though we understand how our product or service can help users others often do not care so videos should be used to deliver your message efficiently another tip is that on the use of demo videos these a better place on the bottom of your landing page with a clear call-to-action inviting users to click and schedule a demo now your video content should suit the purpose and go of your landing page we can perhaps you know run an entire webinar on this so if you have a more specific issue to tacko please email myself or susanna Thank You Vanessa I detect all one more which is just goes back to keyword localization keyword optimization the question is you know the example I gave you about sort of car and cost sharing things can you not use both keywords in the same post and that you know that'll solve it all that way you can have a video for everybody I mean theoretically you can but it's not really an optimal way of doing it remember that a lot of the time the metadata that you're putting in there is limited to a few characters so you really want to have as most impactful as possible your viewer when he's scouting around looking at videos your viewer is only gonna see a little bit of text and if you've got the wrong key word there or it's just dimmed because you're got both keywords for Spain and Mexico for example you've got too many keywords it kind of loses the impact and a search engine like Google recognizes that you're stuffing perhaps your your metadata or that you're not doing it in a natural way so again it's just not an optimal solution it's a bit like if I were to try and promote chocolate cookies in the UK and I would call them chocolate cookies and sentence one and chocolate biscuits in sentence 2 it's it's justice it's maybe it's a small thing but it's enough to jar with a potential buyer they might fail what is that you know what am i buying here so it's not what we would recommend to use to use a hole if you use all the key words that way it's a good for everybody it doesn't actually work unfortunately um there's another question I said again I think which is I'm going to take which is about GPR does gdpr apply to video GPR for those of you who've been not aware is the general data protection regulation that was introduced by the European Union in in May 2000 18 and it is very it's increasingly enforced and strictly enforced and it is I think coming to the internet like a sort of brick wall and tsunami regulation of the internet is coming from all science not just Europe and GDP does apply to video now that is problematic if you're taking a picture of of many many people you know you do you have to have permission from all those people no that would not be realistic and the EU knows that if you're in a trade show and you take a general shot that's fine but if you are singling out an individual then that individual has to have to give you permission to be on that video for example you know just simply put if you've got your header product doing a product demo the parrot product has to know that he's tweeting her video and has to agree to it but I've written form for gdpr purposes so there you go GDP are definitely applies to video right we've oh there's one last there's a few other question a few two questions about our sources and we do have list our sources here we do list our sources on on the slide deck which we will be sending to you and if you'd like to know more about any of the any of these sources that we had or the information that we had please let us know and we'll show you the original pieces as well that did not come from our original research with that we've kept to our time we're delighted but I do see that there's another few more questions but we have kept to our time we will be replying to your questions individually by email directly I think that would be you see it's implicit thank you so much please say I'm just a few seconds more to do our wonderful tiny tiny survey thank you again happy exporting everybody we hope you enjoyed the video the webinar and get out there and use your use your phone make some videos and use them on your international online marketing after you fill out our survey thank you and happy exporting