BUILDING THE CASE FOR VIDEO

CONVINCE YOUR BOSS.It’s time for video marketing.

©2018 Brightcove, Inc. All Rights Reserved. 2

A Case for Video. 3

Chapter 1 – When YouTube isn’t Enough. 5

Chapter 2 – Craft 1:1 Conversations. Personalize Video Content. 8

Chapter 3 – Expand Your Reach with Social Video. 9

Chapter 4 – Capture Their Attention. Create Video-first Emails. 10

Chapter 5 – Boost Online Sales. 11

Chapter 6 – Track Your Campaign ROI. 12

Chapter 7 – Getting Started. 14

Conclusion. 15

About Brightcove. 15

Sources. 15

CONTENTS.

©2018 Brightcove, Inc. All Rights Reserved. 3

INTRODUCTION:

A CASE FOR VIDEO.

In order to win the loyalty and wallet

share of today’s consumers, you need to

provide them with ample opportunities

to experience your brand. This is why

companies of all sizes are making video an

integral part of digital experiences across

their entire organization. Video cuts through

the digital clutter and conveys information

faster than other communication vehicles.

It also allows brands to present their true,

authentic self while tapping into the viewers’

emotions. Finally, it invites interaction and

community building among audiences. How

many brochures can do all of that?

According to Aberdeen’s “Analyzing the ROI of Video Marketing,” 70% of best-in-class

marketers use video as a content marketing channel1. Yet faced with tight budgets and

increasing P&L responsibility, some marketing leaders are hesitant to embrace video.

This eBook will help you formulate a strong case that will convince your boss to adopt

video. It shows you how you can cost-effectively integrate video into your marketing

campaigns. You will also learn how video serves as a marketing accelerator and sales

enabler, helping to increase campaign effectiveness and ROI.

70%OF BEST-IN-CLASS MARKETERS USE VIDEO AS A CONTENT MARKETING CHANNEL.

©2018 Brightcove, Inc. All Rights Reserved. 4

Video doesn’t have to be complex or

overwhelming. Many companies start by

simply sharing a quick, introductory video.

Based on your resources, goals and preferred

channels, video can serve as a main content

asset or as a “supporting player” in your

marketing campaigns. Following are various

types of videos to consider:

• Brand videos: provide an overview of

your company, its products and services,

and its employees.

• Promotion videos: promote an upcoming

event, webinar, speaking engagement or

product launch.

• Product demo videos: offer details about

product features and functionality.

• Customer support videos: allow your

support team to respond to frequently

asked questions.

• Sales prospecting videos: provide

a means for sales reps to introduce

prospects to your business.

• Account Manager videos: introduce your

customers to their account manager and

support team.

• Shoppable videos: enable ecommerce.

Video also has a significant impact on the

metrics that matter most to marketers

including lead generation and revenue

attainment. Marketing organizations using

video and other rich media types average

a 29% higher contribution to revenue and

shorten their sales cycle by 4x.2

Need more reasons to convince your boss

to invest in video marketing? We have

plenty of reasons to help build your case.

A CASE FOR VIDEO.

©2018 Brightcove, Inc. All Rights Reserved. 5

CHAPTER 1

WHEN YOUTUBE ISN’T ENOUGH.

When organizations consider adding video

to their content marketing mix, they often

turn to “free” tools such as YouTube and

Vimeo. Many marketers think YouTube is a

cost-effective tool because it enables them

to reach millions of viewers without putting

a dent in their marketing budgets. To some

extent they’re right.

Some companies have used YouTube and

Vimeo to build brand awareness. However,

“free” is never really free. There are trade-

offs to using YouTube or Vimeo exclusively.

For example, some organizations install

firewalls to block access to YouTube or

Vimeo from office computers. You also

sacrifice performance, SEO and brand

control when using free tools.

BRAND CONTROL.

Your brand is unique, and you want your

videos to highlight that. However, both

YouTube and Vimeo limit your company’s

branding and customization options on

your channel. Every YouTube or Vimeo

video player essentially has the same look,

regardless of your company’s brand elements

such as color, font, design, etc. So when you

embed their player on your website, their

generic branding shows up – not yours.

YOU SACRIFICE PERFORMANCE, SEO AND BRAND CONTROL WHEN USING FREE TOOLS LIKE YOUTUBE AND VIMEO.

©2018 Brightcove, Inc. All Rights Reserved. 6

And consider this – YouTube often promotes

competitor content at the end of your video.

Do you really want to give your competition

a boost? YouTube has also been known to

promote inappropriate content that ends

up being associated with your brand for no

reason. Why risk negatively impacting your

brand due to content you cannot control?

Online Video Platforms (OVPs) such

as Brightcove offer an extensive set of

templates, layouts and color combinations

so that you can customize the look and

feel of your video – allowing you to keep

your brand and user experience consistent

with your marketing and sales goals. With

no ads, competitive noise or third-party

logos to distract them, your viewers are

able to focus exclusively on your brand.

SEO BENEFITS.

Don’t dilute the SEO value of your videos

by posting them exclusively to YouTube.

Once you upload a video onto YouTube,

YouTube “owns” that video file and gains

the SEO boost for YouTube’s site, not

your brand’s. If all of your brand’s content

lives on YouTube, you are missing out on

valuable search engine traction.

If you embed a video from YouTube on

your own website, Google reads the video

as a YouTube Video and thus YouTube gets

the SEO credit. If you embed a video on

your own website and with your own video

platform, you will achieve both digital asset

SEO and website SEO.

CHAPTER 1 CONT.

WHEN YOUTUBE ISN’T ENOUGH.

©2018 Brightcove, Inc. All Rights Reserved. 7

PERFORMANCE.

Posting your videos on YouTube means

losing control over the viewer experience.

Advertising can appear and performance

is out of your hands. Thirty-three percent

of YouTube users report that buffering

interrupts at least half the videos they

watch, prompting one-third of them to

abandon the video altogether.3

By using a paid OVP, you get fast, responsive

loads, without buffering. You can also

curate videos and create playlists to further

customize the viewer’s experience.

CUSTOMER INSIGHTS.

Relying solely on YouTube or Vimeo may

help you save some marketing dollars, but

you lose valuable customer data in the

process. YouTube and Vimeo offer limited

analytics for videos hosted on their players.

However, this data can’t be tied to individual

viewers which limits your ability to track

lead generation and ROI.

Real-time analytics offered by paid OVPs

allow you to track viewership at the

individual viewer level. You can analyze

how much of the video a person watched

and what they did after they watched

it. These insights are critical to shaping

future marketing campaigns.

23%OF USERS WHO HAD A NEGATIVE BRANDED VIDEO EXPERIENCE WOULD HESITATE TO MAKE A PURCHASE FROM THAT COMPANY.4

CHAPTER 1 CONT.

WHEN YOUTUBE ISN’T ENOUGH.

©2018 Brightcove, Inc. All Rights Reserved. 8

Delivering a personalized experience is

critical to the success of any marketing

campaign. Video allows you to deliver

timely, relevant, personalized content to

your audience at exactly the right stage in

their journeys. This can facilitate one-to-one

conversations with your prospects, helping

to build brand affinity and loyalty faster.

Some ways personalized video content can

enhance engagement include the following:

HYPER-PERSONALIZATION

Stitching a viewer’s name into a video is

one means of personalizing content. Hyper-

personalization takes it a step further by

anticipating what a prospect wants to see

next. For example, if a prospect signs up for a

webinar, why not follow up with a video that

highlights your upcoming user conference?

CURATED CONTENT.

Companies are increasingly offering curated

content to their audiences. For example, a

prospect that subscribes to their blog may

receive a follow-up email with an invitation

to download a white paper. Interactive

video allows you to step up your content

curation game by creating content hubs

based on intelligent tagging, or video

galleries created specifically for a prospect

by the sales rep.

WEBSITE PERSONALIZATION

Savvy digital marketers are using website

personalization to deliver a unique, engaging

experience to visitors each time they log into

the website. With website personalization,

each site visit is different, and visitors can

quickly find the right content to meet their

interests. Interactive video content can

supplement and add to this experience in a

layered, multi-dimensional approach.

CHAPTER 2

CRAFT 1:1 CONVERSATIONS. PERSONALIZE VIDEO CONTENT.

©2018 Brightcove, Inc. All Rights Reserved. 9

The majority of consumers are digital natives. These shoppers interact with companies

via social media for everything from researching and following favorite brands to purchasing

directly through social media. And video is essential to their buying experience.

Social networks are important destinations for your audiences. Integrating video into your

social media strategy puts you squarely in front of your target audience while encouraging

them to serve as your brand advocates.

CHAPTER 3

EXPAND YOUR REACH WITH SOCIAL VIDEO.

• Branded video is 31% more popular

than other social media content types,

generating significant interest and

engagement.

• Consumers “like” almost five out of ten

social videos.

• 46% of consumers said that they have

actually made a purchase as the result of

watching a branded video on social media.

• Consumers share almost four out of ten

social videos.

• 45% of consumers on social media in the

United States watch branded videos, and

53% make a purchase after watching.

• Consumers comment in three out of ten

social videos.

• 32% have considered purchasing as the

result of watching a branded video on

social media.

• 74% claimed that there is a connection

between watching a video on social media

and their purchase decision-making.

BY THE NUMBERS.4

©2018 Brightcove, Inc. All Rights Reserved. 10

According to a survey of companies using

video in email campaigns, 55% achieved

higher click-through rates, 44% saw longer

engagement times, and 41% reported an

increase in sharing or forwards5. Just as

important, adding video to an introductory

email campaign significantly reduces the

number of recipients who opt out of your list.

So what is the most effective way to include

video in your email? We recommend

inserting a video thumbnail into your email

which links to an informative video-focused

landing page, surrounded by related

content. By clicking the thumbnail, the

email recipient demonstrated an interest

in watching, so you can set the video to

auto-play, increasing video metrics and

improving UX. It also accelerates their move

through the customer journey instead of

keeping them siloed in email.

CHAPTER 4

CAPTURE THEIR ATTENTION.CREATE VIDEO-FIRST EMAILS.

55%ACHIEVED HIGHER CLICK-THROUGH RATES, 44% SAW LONGER ENGAGEMENT TIME, AND 41% REPORTED AN INCREASE.

©2018 Brightcove, Inc. All Rights Reserved. 11

Digital consumers are increasingly charting their own shopping journeys. For example, some

shoppers engage in "webrooming," where they research products, read product reviews

and compare prices online before completing their purchase in a physical store.

In order to remain competitive, retailers are using video to blur the lines between the online

and brick-and-mortar shopping experience. Online retailers featuring video on their sites boost

customer-browsing time by 340%. Video also increases add-to-cart conversion by 37%.6

Ecommerce video is the closest thing to an in-store shopping experience. You can use it

to introduce new products, share customer reviews and testimonials, and even live stream

events related to your products. Who doesn’t want a “front row seat” to Fashion Week in

NYC or the latest Apple announcement?

144% INCREASE IN

PRODUCT PURCHASES WITH THE USE OF

ECOMMERCE VIDEO.2

52% INCREASE IN

CONFIDENCE AMONG CONSUMERS WITH

ECOMMERCE VIDEO.7

72% OF U.S.

MILLENNIALS RELY ON ECOMMERCE

VIDEO WHEN COMPARISON SHOPPING.2

340% AMOUNT CUSTOMER-BROWSING TIME IS BOOSTED BY ONLINE RETAILERS FEATURING VIDEO ON THEIR SITES.

CHAPTER 5

BOOST ONLINE SALES.

©2018 Brightcove, Inc. All Rights Reserved. 12

Incorporating video in your marketing

campaigns can help optimize your entire

strategy. Many OVPs include robust analytic

capabilities, allowing you to measure viewer

interest with a high degree of accuracy.

Beyond simply tallying video views alone,

OVPs such as Brightcove allow you to

answer questions that enable you to assess

your videos’ effectiveness in terms of lead

conversion and other attribution metrics.

• How many video views are from the same person?

• Do you know who watched the video?

• How long did they watch it?

• How many times did they watch it?

• When did they watch it?

• What prompted them to watch it?

• Did they take the desired action after watching?

LET'S FOLLOW THE DATA. Video drives YOY results. Marketers who

leveraged video and other rich media

achieved more of the following compared

to companies that did not:

CHAPTER 6

TRACK YOUR CAMPAIGN ROI.

50% INCREASE IN MARKETING’S CONTRIBUTION TO REVENUE.8

65% INCREASE IN MQLS (MARKETING QUALIFIED LEADS) DELIVERED TO SALES.9

34% HIGHER WEBSITE CONVERSION RATE.10

©2018 Brightcove, Inc. All Rights Reserved. 13

Direct sales teams are also finding success

when including video in their customer

communications. For example, software

company HCSS has incorporated video

at every stage of the customer journey,

from initial awareness to client retention.

Their videos are housed in their learning

center that can be accessed by current and

prospective customers. HCSS sales reps can

also select pertinent videos to include in their

customer and prospect communications.

By integrating gated video content with

Hubspot and Salesforce, HCSS reduced

sales closing times from 160 days to less

than 90 days – a 44% decrease in the

average sales cycle. With video at the

forefront of its digital marketing strategy,

HCSS increased revenues by 60 percent

over the last four years.

LET'S FOLLOW THE DATA. Video drives YOY results. Sales teams

that leveraged video and other rich

media achieved more of the following

than companies that did not:

140% INCREASE IN LEAD ACCEPTANCE RATE.2

40% IMPROVEMENT IN AVERAGE DEAL SIZE/CONTRACT VALUE.7

4.3x REDUCTION IN SALES CYCLE.2

CHAPTER 6 CONT.

TRACK YOUR CAMPAIGN ROI.

©2018 Brightcove, Inc. All Rights Reserved. 14

While there are so many reasons to leverage video marketing, it can seem daunting to get

started. But it doesn’t have to be! Don’t overthink video production. Take a crawl, walk,

run approach. You can even experiment with your smartphone camera first to get a feel

for the process. Obviously an in-house production team is a great luxury. However, there

are a number of video producers who work on a contract basis.

When planning your video, a good place to start is to ask yourself what questions do you

find yourself answering a lot. Do people know who you are and what your company offers?

Keep it simple – you can always add more videos later!

Our video production experts came up with a list of storytelling concepts that can help

you plan your next video. We call them The 4 P’s (Plus an A and a D)!

CHAPTER 7

GETTING STARTED.

THE 4 P'S, PLUS AN A AND A D.

• Plot: What is the story you are trying

to tell?

• Purpose: Why are you telling this story?

What do you want people to do as a

result of watching this?

• People: Who are the people in this video

story? How do they relate to the story

you want to tell?

• Place: Where is this being shot? Not

only from a logistical standpoint,

but how does place influence story?

Interviewing a CEO in his office has a

much different vibe than interviewing

the CEO on the manufacturing floor.

• Audience: Who is the intended audience

for this story? Existing customers? New

customers? Staff?

• Distribution: Where will this content live?

Social? Blog? Landing Page? Front Page?

Reviewing this list will help you help focus your video creation efforts and discover

ways in which you can leverage video content throughout your organization.

290 Congress Street, 4th Floor, Boston MA 02210 617 674 6500 tel

©2018 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax

brightcove.com

1) 2015 Aberdeen Report

2) Andrew Moravick, Using Video For B2B And B2C Success (Waltham: Aberdeen Group, 2017), 8.

(3) Brightcove – The High Cost of ‘Free’: Why Your Video Marketing Strategy Needs More Than Free Social Players

4) Brightcove – The Science of Social Video

5) emarketer.com/Article/Video-Next-Frontier-Email Marketers/1009980#U56CFmIMC4RjUJGa.99

6) Miljana Mitic, “Five Benefits of Video for Ecommerce You Can’t Ignore,” GoodVidio. 2016, (accessed July 6, 2017).

7) Andrew Moravick, Using Video for B2B And B2C Success (Waltham: Aberdeen Group, 2017), 7.

8) Andrew Moravick, Using Video for B2B And B2C Success (Waltham: Aberdeen Group, 2017), 9.

9) Andrew Moravick, Understanding the Expanding Benefits of Marketing with Video (Waltham: Aberdeen Group, 2016), 6.

10) Andrew Moravick, Pardon the Disruption: The Impact of Video Marketing (Waltham: Aberdeen Group, 2015), 4.

Sources.

CONCLUSION.

Video is transforming how companies reach, engage and retain their customers and

prospects. Brightcove provides marketers with an online video platform that affordably

supports your video ambitions. Whether you’re just starting to produce videos, already

have a few videos, or manage an extensive video library, Brightcove can help. Learn how

our video experts can help you make video an integral part of every digital experience.

Contact us anytime at 1.888.882.1880 to get started.

ABOUT BRIGHTCOVE.

Brightcove, Inc. is the leading global provider of powerful cloud solutions for delivering and

monetizing video across connected devices. The company offers a full suite of products

and services that reduce the cost and complexity associated with publishing, distributing,

measuring, and monetizing video across devices. Brightcove has thousands of customers

in over 70 countries that rely on the company’s cloud solutions to successfully publish high-

quality video experiences to audiences everywhere. To learn more, visit www.brightcove.com