get the most out of your marketing with video

@TwitterHandle • #CMWorld

Get the Most out of Your Marketing with Video

Stacy AdamsHead of Marketing, GoAnimate@atl2oz

@atl2oz • #CMWorld


AGENDA


AGENDA• State of video marketing today• Integrating video into your content strategy• How to make and share your videos• Measuring success• Questions



AGENDA


1 State of Video Marketing


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VIDEO HAS IMPACT• Including video in an email leads to a

200-300% increase in click through rate.• Including video on a landing page can

increase conversion by 80%.• 7 in 10 people view brands in a more

positive light after watching interesting video content from them.


Sources: Forrester, Unbounce, Axonn Research


71% of marketers say that video conversion rates consistently outperform other marketing content.


Source: Explainify


GA LANDING PAGE WITH VIDEO


GA LANDING PAGE WITHOUT VIDEO


TYPES of VIDEO USED by B2B MARKETERS


Source: Regalixvine

viral videos

documentary

product reviews

vlogs

expert talks

presentations

on location/at event

animations

case study

interview

tutorial

testimonials

webinar

product demos

corporate videos

6%

11%

11%

15%

20%

22%

24%

38%

38%

44%

49%

51%

51%

55%

64%

76%


The most commonly cited content marketing challenge is lack of resources to create content.


Source: Regalix


MOST EFFECTIVE & DIFFICULT CONTENT TYPESaccording to marketers


Source: Ascend2

news releases

photos/illustrations

eNewsletters

articles/case studies

infographics

research/white papers

webinars

videos

6%

8%

13%

31%

34%

50%

50%

59%

10%

24%

28%

54%

43%

36%

30%

46%

most effective

most difficult


Producing a video may seem too involved or too expensive, but innovations in production tools have made video much easier to produce and powerful enough to drive serious engagement and conversion.



AGENDA


2 Integrating Video into Your Content Strategy



VIDEO ENHANCES MANY CHANNELS• Email• Landing pages• Webinars• eBooks• Social• Websites• Events



BUT IT’S NOT A SILVER BULLETQuestions to ask…1. Who are you targeting?2. What is your message?3. At what stage of the funnel?4. What do you want them to do (conversion)?5. What channels are best?6. How will you measure success?


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the device

the message


WHEN TO USE VIDEO in CONTENT MARKETING


EDUCATE

ENHANCE

ENTERTAIN


EDUCATEVideo is perfect for product or concept explainers and complex concepts that can be better understood visually



ENHANCEVideo supports many other types of content, adds kick to landing pages, and provides visual relief to longer forms like white papers or eBooks



ENTERTAINVideo is way to bring storytelling to life in both business and consumer communication



AGENDA


3 How to Make and Share Your Videos



TYPES of VIDEO to CONSIDER• Live action• Green screen• Animation• Hybrid



PROS & CONSLive actionpolished, professional | expensive, time-consumingGreen screenpersonal, warm | can be boring, requires equipment/space Animationcreative, fewer resources required | cartoonish



BUILDING A KILLER VIDEO


ScriptInclude both visual & audio elements

StoryboardElaborate on your script visually

Characters & ThemesConsider locations, outfits and props

DataShowcase data with charts and graphs

AudioUse voiceover or go DIY

MusicAdd mood or atmosphere with music

Sound EffectsCreate a richer video experience


RELEASING YOUR VIDEO into THE WILD• Hosting• Customization• Calls to action• Generating leads



RELEASING YOUR VIDEO into THE WILD


HOSTINGConsider how you’ll be measuring the success of your video and what provider can provide seamless hosting and powerful analytics.

CUSTOMIZATIONAccording to Wistia, simply adjusting player color can improve play rate by 19% & adding a unique thumbnail improves it by 35%.

CALLS-TO-ACTIONAdding an in-video CTA can drive your viewer to take additional action while you’ve got their attention. Time it right for best results.

GENERATING LEADSUse an in-video email collector as a more advanced CTA. Videos with a form within the first 20% of play earn a 43% conversion rate.


AGENDA


4 Measuring Success



UNDERSTANDING VIDEO ANALYTICS• View count• Play rate• Engagement



UNDERSTANDING VIDEO ANALYTICS


VIEW COUNTHow many people click play and watch your video. Measures reach and is useful for videos created to generate awareness.

Increase view count by:• Encouraging sharing – enable

Twitter, Facebook and email links• Using paid promotion• Sharing your content with

influencers – leverage networks outside of your own to grow your audience




PLAY RATEThe percent of page visitors who clicked play and started watching your video. Helps you understand if your video is contextualized properly.

Increase play rate by:• Moving the video to another

page, where it might be more relevant

• Making the video embed larger if it’s a key part of the page

• Changing your thumbnail to something intriguing and friendly




ENGAGEMENTThe percentage of your video that the average viewer watches. Indicates how engaged your audience is with your content or how well your video holds their attention.

Increase engagement by:• Keeping videos clear and

concise – make your videos as long as they need to be to convey your message, not longer

• Making sure the video is fulfilling your viewers’ expectations

• Splitting long videos into shorter ones so viewers can direct their own experience


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