video marketing sophistication
TRANSCRIPT
VIDEO MARKETING SOPHISTICATION
October 1888
Louis Le Prince“Father of Cinematography”
8:27pm, Saturday, April 23, 2005
HUMBLE BEGINNINGS, BUT WE’VE BEEN
ENCAPSULATED BY VIDEO SINCE IT BEGAN IN 1888
SIMULATES REAL LIFE
HELPS US REMEMBER
KEEPS US ENGAGED
Dr. Richard Wiseman
“Absolutely massive increase in memory.”
IT’S BEEN DIFFICULT TO PRODUCE AND DISTRIBUTE, BUT…
TECHNOLOGY IS A LIMITATION
NO MORE
80%Cisco Forecast White Paper 2014-2019
By 2019
of global internet consumption will be
video content.
SO WE ALL
WANT MORE VIDEO BECAUSE OUR AUDIENCES WANT IT
HOW DO WE PRODUCE
MORE OF IT, BETTER AND FASTER?
TOP 3 OBSTACLES:
LACK OF IN-HOUSE
RESOURCES
LACK OF BUDGET
INABILITY TO CREATE
COMPELLING CONTENT
2014 Demand Metric Study: B2B Video Marketing Benchmark
of marketers are using no or only basic measures of video content effectiveness, giving them no way to actually determine ROI.
72%2015 Demand Metric survey
YOU WILL SOON BE LEFT BEHIND.
A STRATEGY FRAMEWORK
UTILIZING
CTAs
THE EPIC AWARENESS
VIDEO
VIDEO. IT’S NOT JUST FOR
AWARENESS ANYMORE.
Having a video on a landing page increases conversion by
86%Optimind Technology: Digital Marketing Statistics
Adding video to an email increases response rates by
55%Get Response: How to use video in email
VIDEO CTAs
VIDEO CTAs
VIDEO GATING
DECIDE WHAT YOU WANT FROM THEM
AND ASK FOR IT.
UTILIZING
CTAsANALYTICS & MARKETING
AUTOMATION
IT’S TIME TO MOVE BEYOND
“VIDEO VIEWS.”
VIDEO METRICS
WATCH TIME
SUBSCRIBERS
ENGAGEMENT
VIDEO METRICS
INTEGRATION OF VIDEO PLATFORMS AND
MARKETING AUTOMATION
VIDEO MARKETING PLATFORMS MARKETING AUTOMATION PLATFORMS
HAVE TOTAL CONTROL OVER THE EXPERIENCE
A VIDEO PLATFORM ENABLES YOU TO:
DESIGN YOUR CTAs AROUND YOUR BUSINESS
PLAY VIDEOS SEAMLESSLY ON ALL DEVICES
WHO IS WATCHING YOUR VIDEOS
A VIDEO PLATFORM + MARKETING AUTOMATION ENABLES YOU TO KNOW:
WHAT ELSE THEY’VE DONE
WHAT THEY’RE INTERESTED IN
HOW VALUABLE THEY ARE
LEAD SCORING
“If you’re going to build something, don’t build on land someone else already owns. You want your own land, your own domain, your own sovereignty.”
- John Battelle
UTILIZING
CTAs
VIDEO
SERIES
MENTALITY
ANALYTICS & MARKETING
AUTOMATION
lift in Net Promoter Score.
28%
Average cost per produced minute
$3,700
Trade schools requested video content as
course material
First ever product shipped without a
printed manual
YOU DON’T NEED ONE VIDEO.
YOU NEED A PLATFORM FOR VIDEO CONTENT.
UTILIZING
CTAsANALYTICS & MARKETING
AUTOMATION
VIDEO
SERIES
MENTALITY
STORIES YOUR AUDIENCE
CARE ABOUT
“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work. Teach them to long for the endless immensity of the sea.”
- The Little Prince
FIND YOUR STORYTELLERS
An inconvenient truth about your audience:
They don’t care about you. They care about themselves.
Their questions, problems, frustrations, goals, beliefs and interests
PROMOTER
ADVOCATE
TEACHER
STORYTELLER
RAT
IONAL
EMOTI
VE
PURCHASEAWARENESS
Content Personas
TENSION
WHY WE EXISTThis is our mission.
Our brand’s purpose.
HOW WE’RE DIFFERENTThis is how we’re uniquely positioned
to accomplish our mission.
WHAT WE DOThis is specifically what it will take to achieve our mission, which includes our products
and services (categories). This is what our brand purpose looks like in action.
MESSAGING HIERARCHY - A TOOL FOR STORYTELLING
UTILIZING
CTAsANALYTICS & MARKETING
AUTOMATION
VIDEO
SERIES
MENTALITY
STORIES YOUR AUDIENCE
CARE ABOUT
VIDEO MARKETING: YOUR NEXT STRATEGIC INITIATIVE