mnsearch summit
TRANSCRIPT
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Using Video to Create a
More Efficient Funnel
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Casey HenryCurrently working at Wistia on the marketing team managing SEM, SEO, Data Analysis, and PPC.
4 years working at Moz in Seattle on their Marketing and Engineering teams.
SEO consultant & developer before working with Moz.
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About WistiaWistia is a video marketing platform
that combines world class video hosting, marketing tools and video analytics.
Hosting over 4 million videos 175,000 customers hosting videos Played video for billions of users
40ish employees Based in Cambridge, MA
http://wistia.com/
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2013, 2014, 2015 The Year of Video
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5#mnsummit @caseyhen
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Why 2015 IS The Year for Video
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Why 2015 IS The Year for Video
Reduction In Cost of Equipment
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8#mnsummit @caseyhen
Why 2015 IS The Year for Video
Reduction In Cost of Equipment
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Availability of Success Metrics
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The Days of Play/View Counts Are Over
#mnsummit @caseyhen
Why 2015 IS The Year for Video
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Native Facebook/Twitter Video
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Why 2015 IS The Year for Video
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Faster Internet Speeds
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Source: Akamai#mnsummit @caseyhen
Why 2015 IS The Year for Video
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Video Marketing
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Video Marketing In Your Content
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Video Marketing You Know
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Video Often Cannot Stand On It’s Own
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Video = Content Video = Form
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- Phil Nottingham (Distilled)
#mnsummit @caseyhen
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Video & Site Metrics
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Video Can Take Time To Get Right, Test!
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Video Builds
Connections
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Emotional
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Tip of the Iceberg
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Marketing
Content Marketing
Funnel Marketing
Video Marketing Video Marketing
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Video Marketing In Your Funnel
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Video & The Fold
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Each Zone is 250 Pixel in
Height
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25#mnsummit @caseyhen
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26#mnsummit @caseyhen
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27#mnsummit @caseyhen
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Custom Thumbnails 35% Increase In Play Rate
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Custom Play Button 19% Increase In Play Rate
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Prospecting & Video
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Preroll Video
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32#mnsummit @caseyhen
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Brand Awareness Play Most Clicks Bounce
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Facebook Prospecting
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Use RHC for Sales Material
Use Newsfeed for Content Material
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Facebook’s Ad Exchange Rules Make Things
Semi-Difficult
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Native Facebook Video Defaults With No Sound
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SEO & Video
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Remember These Days?
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Video Marketing Is About More Than Just
Video Snippets!
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What About YouTube!
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Your Home vs. Playground
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http://bit.ly/youtube-playground
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Create and Measure Video KPIs
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Go Where Your Audience Is
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What’s Left of Video SEO?
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Meta Tags Needed for Context iFrames
Video Search Tab Enjoy Structured Data for Now
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PPC & Video
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How Are Companies Using Video
w/Paid Landing Pages?
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100,000 Keywords
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375,000 Landing Pages
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13% of Landing Pages
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145,000Domains
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0.25% Had Video 938 Pages
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Videos Can Help Increase Those Conversion
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Give a Clear CTA When The Video Ends
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Poor Landing Page
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Your Funnel & Video
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Limit Video Use In Your Funnel
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Videos Should Convey Different Messages
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Product Explainer Video Increase Conversion By 35% For Those That Complete
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Spikes in Engagement
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Retargeting & Video
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Retargeting is about
Segmentation
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Fire pixel on completion of video.
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15-20% increase in conversion after viewing first video and retargeted.
65#mnsummit @caseyhen
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Wistia http://bit.ly/wistia-events
Vimeo http://bit.ly/vimeo-events
YouTube http://bit.ly/youtube-events
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Social & Video
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It’s about connecting to your audience...
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Drive to website for conversions after
connection
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Go to the network where your customers are!
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Use video to tease out your content
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72#mnsummit @caseyhen
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73#mnsummit @caseyhen
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Native Video
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Native Video
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Spent$0
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Native Video
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Native Video
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Spent$125
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Native Video
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Native Video
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Spent$250
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Native Video
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Facebook more cost effective
Twitter’s new autoplay feature may help
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Wrapping Things Up
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Video is Primarily Being Used for Blog Content
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83#mnsummit @caseyhen
But..... We Are In The Early
Stages of Something Big
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Video for Paid Campaigns is Still
Underutilized
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85#mnsummit @caseyhen
Now is the Time to Get the Upper Hand on the
Competition
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86#mnsummit @caseyhen
Resources if new to video Wistia Community
http://wistia.com/community
Wistia Learning Center http://wistia.com/learning