inboundcon 2016 "turning viewers into customers" - kimbe macmaster
TRANSCRIPT
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.