top 5 ways to use video to drive marketing results #llcseries
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Top 5 Ways to Use Video to Drive Marke5ng Results
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Panelists
Jon Spenceley Community Marke^ng Manager���Vidyard
MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report
@jonspenceley [email protected]
Top 5 Ways to Use Video to Drive Marketing Results
Jon SpenceleyCommunity Marketing Manager, Vidyard
[email protected]@jonspenceley
purchase intent by 97% - Unruly
Enjoyment of video increases
Over 70% of marketers report that
video converts better than other content types - Demand Metric
email marketing by more than 300% - Forrester Research
Video can increase CTRs on
ü Video Content Across Your Own Website
ü Video as the CTA in Email Marke^ng
ü Crea^ve Videos as the Stars of Campaigns
ü Use Videos from Customer Events Year Round
ü Track Who’s Watching What
Agenda
ü Give your brand a personality boost
ü Engage your audiences in an ongoing dialog
ü Improve your SEO results
ü Increase visitor engagement ^me
ü Create your own video channel!
ü Use gated high-‐value video content for lead genera^on
1. Video Content Across Your Own Website
h"p://video.act-‐on.com
Video works throughout the en^re marke^ng and sales funnel!
1. Video Content Across Your Own Website
Simple messaging, fun or inspiring, focus on benefits
Educa^onal, visual product demo’s, tes^monials, thought leadership
Product deep dives, on-‐demand webinars, customer success stories
Use Video To Direct Your Prospects To the Right Informa^on
1. Video Content Across Your Own Website
Simple messaging, fun or inspiring, focus on benefits
Educa^onal, visual product demo’s, tes^monials, thought leadership
ü Own The Video Experience
ü Very powerful CTA
ü Increases ^me-‐on-‐site
ü Makes an excellent ^e-‐in to email campaigns…
1. Video Content Across Your Own Website
ü Play bu>on is a very compelling call-‐to-‐ac^on that increases CTRs
ü Promise of short, engaging content
ü Use large thumbnail images in emails with embedded play bu>on
ü Link to a landing page where video is the star
ü Use CTA at end of video to drive desired ac^on or conversion
2. Video as the CTA in Email Marke^ng
2. Video as the CTA in Email Marke^ng
2. Video as the CTA in Email Marke^ng
www.vidyard.com/tale-‐of-‐two-‐marketers
ü Just saying ‘video’ in the subject line can increase open rates by up to 13%
ü Link to a landing page for be>er tracking
ü Make sure your video plajorm can a>ribute views to email addresses
ü Get crea^ve – many email plajorms allow GIFs
2. Video as the CTA in Email Marke^ng
ü Take your prospects on a date before asking them to commit
ü Increase ini^al CTRs to landing page
ü Expose prospects to engaging story with clear pain point or benefit
ü Drive the next conversion once they’ve been pulled into the story!
ü Tip: Many marketers report higher CTR on campaigns with a video as the CTA rather than an eBook
www.vidyard.com/metrics-‐ma"er/
3. Crea^ve Videos as Stars of Campaigns
3. Crea^ve Videos as Stars of Campaigns
www.vidyard.com/modern-‐marke:ng-‐experience-‐2015
3. Crea^ve Videos as Stars of Campaigns
www.taulia.com/en/unconven:onal
3. Crea^ve Videos as Stars of Campaigns
h"p://www.lenovo.com/us/en/solu:ons/:ny-‐vs-‐nascar-‐pit-‐crew-‐video.shtml
ü Make sure your videos are above the fold on landing pages
ü Use an effec^ve video thumbnail – people have to want to click
ü Avoid autoplay (unless you make that clear)
ü Keep it short – 30 seconds to 1 minute
ü Don’t forget a call-‐to-‐ac^on!
3. Crea^ve Videos as Stars of Campaigns
ü Use events as an opportunity to capture amazing videos
ü Session recordings, customer tes^monials, thought leader interviews
ü Leverage content as part of future marke^ng campaigns, blogs, etc.
ü Consider hos^ng all event videos on a central “hub” to show the world how amazing it was!
4. Use Videos from Customer Events Year-‐Round
Ignite.hubs.vidyard.com
4. Use Videos from Customer Events Year-‐Round
www.vidyard.com/webinar-‐qualify-‐convert-‐leads-‐with-‐video-‐plaEorm/
ü Plan ahead to capture your sessions on video
ü Makes a great trailer for next year’s event
ü Don’t forget to record tes^monials from a>endees
ü Try and turn large videos into smaller chapters – increases engagement
ü Always remember a CTA!
4. Use Videos from Customer Events Year-‐Round
5. Track Who’s Watching What
546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100%
546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50% 546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100%
546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Tes^monial: 75%
5. Track Who’s Watching What
VIDEO TYPE STARTED COMPLETED
Fun Campaign Videos +10 points +5 points
Whiteboard Videos +15 points +10 points
Demo Videos +20 points +15 points
On-‐Demand Webinar +50 points +15 points
Track viewing ac^vi^es within Marke^ng Automa^on as ac^onable insights • Who’s watching which videos, when, and for how long • Lead scoring based on actual engagement in video content • Automate follow-‐up aWer a video viewing session
Lead Scoring on Video Views
546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100%
546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50% 546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100%
546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Tes^monial: 75%
Advanced video analytics can help you identify high and low performing content based on audience engagement,
conversion, and attribution to pipeline
BONUS: Use Analy^cs to Con^nuously Improve
Losing 40% within first 10 seconds!
60% watched un^l the end
BONUS: Use Analy^cs to Con^nuously Improve
REACH
ENGAGEMENT
CONVERSION
LEADS
PIPELINE
REVENUE
View Counts Don’t Count!
1. A>ract more prospects into the funnel
2. Increase engagement and conversion rates
3. Track individual viewing ac^vi^es
4. Improve lead qualifica^on and conversion velocity
5. Use the data to help you produce the best content
6. Return to step 1, repeat as necessary
Turn Your Videos Into Lead Genera^on and Qualifica^on Machines!
It’s time to get serious about video marketing!!
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Q & A // Panelists MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report
@jonspenceley [email protected]
Jon Spenceley Community Marke^ng Manager���Vidyard
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