inboundcon 2016 "turning viewers into customers" - kimbe macmaster

Turning Viewers into Customers (faster!) with Video

The Best-Kept Secrets to:

I n b o u n d C o n 2 0 1 6

Kimbe MacMasterManager, Content Marketing

@Kimbe_Mac

Let’s talk about you.

Best Apple Pie

Fastest Mile Run

Biggest Boat

But …

Your friends aren’t friends with Jon, Trent, or Samantha.

They’re friends with you for you.

Consumers make over 70 different choices every day.With so many options, they’re not comparing features anymore.

They’re making decisions based on:• Relationships• Trust• Emotional Connection

It’s not just fluff.

Forrester Says:

“Organizations that thrive in the next decade will not be those that are better, faster, or

stronger but those that better engage buyers, delight them with extraordinary

experiences, and keep delighting them even beyond the purchase decision.”

Not only do they buy more, quicker … they also stick around.

The ingredients of a successful, long-term relationship are:

Attention or Engagement TrustNurturing+ +

Where the Heck Does Video Fit?

Video is the catalyst to a successful relationship.

1. Attention or Engagement65% of viewers watch more than ¾ of a video,

which is more than most text-based content.

Visitors spend an average of 88% more time on site with a video than one without.

Including video in an introductory email reduced the number of subscriber opt-outs by 75%.

2. Nurturing

3. Trust

It’s the next best thing to being there in person.

…and it touches our hearts.

Video engages our minds…

So What?

How Do You Capture Even More Attention or Engagement with Video?

PersonalizedVideo

PersonalizedVideo

Address your audience directly• Name• Company• Company logo• Email• Job Title• Pretty much

anything else you can dream up!

• Prospecting & Nurture Campaigns

• Large Content Initiatives

• Customer Appreciation

• Event Invitations

Use Personalized Video for:

• Decide pre-production

• Build it into the script

• Add “video” and personalization in email subject line

• Use personalized splash screen in email

Best Practices for Personalized Video:

How Do You Nurture a Relationship Even Further with Video?

InteractiveVideo

InteractiveVideo• CTAs

• Email gates & in-video forms

• Questions, polls, & quizzes

• Driving traffic to other content assets

• Lead generation within video

• Building prospect profiles

Good for all stages of the funnel!

Use Interactive Video for:

• Equal give and take

• Consider experience interruption

• Don’t keep asking

Best Practices for Interactive Video:

How Do You Build Even More Trust with Video?

Live Streaming

Dance Craze Battle - BuzzFeed

March to New Office - VidyardLi

ve L

atte

Art -

Tas

tem

ade

Townhall Q&A - Facebook

Online Course - Benefit Cosmetics

Product Launch - NewBalance

• Company events

• A look at your office/culture

• Product announcements

• Customer check-ins

Use Live Streaming for:

• Set a goal

• Establish urgency and exclusivity

• Don’t sweat the production

Best Practices for Live Streaming:

Attention or Engagement TrustNurturing+ +

The bottom line is …

Attention or Engagement TrustNurturing+ +

More qualified leads …

… that move through the funnel faster…

… and stick around longer.

So get building …videos and long-term relationships.