One Squared Presentation: Margot Da Cunha - Video as a Marketing Element
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This document discusses how video can be used as a marketing element to increase engagement and drive key metrics. It provides statistics showing that video outperforms other formats and recommends including custom thumbnails with human faces, calls-to-action, and interactive elements in videos to boost performance. Specific tactics discussed include generating leads directly in videos and placing calls-to-action in the middle rather than end of videos for higher conversion rates.
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One Squared Presentation: Margot Da Cunha - Video as a Marketing Element
- 1. VIDEO AS A MARKETING ELEMENT: 3X PLAY RATES, CONVERT LEADS, AND UP ENGAGEMENT
- 2. #WistiaFest / @twitter-handle Hello! I’m Margot • Customer Success Manager at Wistia • Helps customers achieve their goals with video • Writes for the Wistia and WordStream blogs
- 4. #WistiaFest / @twitter-handle Fun Fact: My childhood nickname was “The Tank” Can you guess which one is me?
- 5. The Value of Video
- 6. But first, a brief history…
- 7. What was going down in 2006?
- 8. YouTube Made Online Video Possible
- 9. Businesses Were Not Making Video for the Web
- 13. Now we can’t go without videos!
- 14. By 2019, 80% of consumer internet traffic will be video. -Cisco
- 16. (Placeholder) 59% of senior executives report they’d rather watch a video than read text. - Forbes Insights
- 17. (Placeholder) 64% of consumers are more likely to buy a product after watching a video about it. –comScore
- 18. 73% of B2B marketers say video positively impacts ROI. -ReelSEO
- 19. The word “video” in an email subject line boosts open rates by 19%. -HubSpot
- 23. • Build a human connection • Generate leads & drive action • Learn from your viewers
- 24. #WistiaFest / @ChappyMargot Build a Human Connection
- 27. • Highest Click-Through- Rate • Increase in Meetings Booked • 75% Average Viewer Engagement
- 28. “It's great to be able to turn to the executive team and say… because of some very short videos we shot with our customer success consultants, we generated 20 new appointments to discuss a product that we just rolled out."
- 31. Record Videos
- 33. #WistiaFest / @ChappyMargot JOHNNY APPLESEED “Type a quote here.”
- 34. What we’ll cover Custom human thumbnail ~30% higher play rate Customize Player Color 19% higher play rate
- 35. TAKEAWAY: Use a Custom Thumbnail with a Smiling Human Face Making Eye Contact
- 36. AND PUT PEOPLE IN YOUR VIDEOS!
- 37. #WistiaFest / @ChappyMargot Drive Action Directly Through Your Videos
- 38. Generate Leads Directly in Your Videos!
- 39. Add Call-to-Actions linking to a URL
- 48. Video Voicemails
- 51. We knock these out in 1.5-2 hours. They’re not perfect, the lightings kind of shotty, but it’s such a differentiating factor that really creates a personal connection with people on the fence and sways them towards us ultimately.
- 52. But when should you be using these features? Where should you be placing them within your videos? What copy should you be using in your CTA’s?
- 53. We analyzed data… • 3.6 million customizations • 481,514 Call to Actions • 15,000 turnstiles • From 324,015 Wistia-hosted videos
- 54. The average Turnstile conversation rate is 11%, but who wants to be average?
- 55. Placing a Turnstile in the first 10- 20% of the video lead to a 43% conversion rate!
- 56. #WistiaFest / @ChappyMargot Most people are placing their CTA’s at the end but… CTA’s in the middle receive > conversions
- 57. #WistiaFest / @ChappyMargot Identify places where a Call to Action would be *useful* #WistiaFest / @ChappyMargot
- 63. Make Timeline Actions Part of the Production Process
- 64. #WistiaFest / @ChappyMargot Learn from Your Viewers
- 66. What we’ll cover 1. Make it personal 2. Learn from viewers 3. Focus on lead gen (For illustrative purposes!)
- 67. Learn from viewers Shorter videos = higher engagement Greater understanding of Inbound Increased likelihood of new account
- 68. Learn from viewers Viewer engagement up from 50% to 65%
- 72. @ChappyMargot Cool, but we don’t do video…
- 76. Wistia’s studio setup ~$4,800 Wistia’s DIY setup 5D Mark III DSLR - $2,000 35mm 1.4 Sigma lens - $800 Cool lights & stands - $1,000 Mic & audio recorder- $650 Tripod- $250 Seamless paper roll- $50 iPhone video camera DIY lighting kit - $100 iPhone tripod adapter - $30 Basic tripod- $75 Seamless paper roll- $50 ~$250
- 77. Find our DIY lighting guide on Twitter @ChappyMargot
- 78. Making your first video guide on Twitter @ChappyMargot
- 79. Find the scripting guide on Twitter @ChappyMargot
Notes de l'éditeur
- Hi there! Thanks for taking time out of your day to join us! I’m ___ part of the team at Wistia in Cambridge, MA. We’re a video marketing platform built for businesses. In simple terms, we give you the tools to customize the look and feel of videos on your site, and the data to measure their performance. So my hope is that by the time we’re done with our call today, you’ll leave with some really tangible ideas on ways to hit the ground running in your account and start seeing even more ROI on your videos. If you’re just starting out with video that’s awesome, we’ll also cover some resources that’ll be especially helpful for you. So before we get rolling here, two quick housekeeping items:
- Perhaps you’ve seen this figure, or something close to it: By 2019, 80% of all consumer internet traffic will be video, up from 64% in 2014. Pretty remarkable stuff, but that, my friends, is what we like to call a vanity metric:
- It gives no indication of quality, but also makes perfect sense— video is a rich medium it takes up more space on the internet. What really matters here is:
- People in decision making roles now prefer video as a source of information.
- People are also more likely to buy after watching a video. This holds true whether it’s online retail or B2B transactions.
- A significant majority of marketers using video say it supports their bottom line.
- Even just the word “video” significantly increases the likelihood of an email being opened. The other thing to mention is that high quality video technology has become much simpler to use— we all have HD cameras in our pockets and bags now.
- First up, making simple, effective videos with a personal touch. This is Jay and Thad from Buildium, it’s a platform that helps landlords manage their properties. Jay on the left is on the Customer Success team, Thad is on the marketing team and together one of the questions they work on is how best to onboard and grow relationships with new, potentially high value clients. And video is playing a key role in that process. When Buildium secures a new signup there’s an onboarding email series that triggers, and one of those emails looks like this:
- There’s Jay with a quick note and a clear, visual CTA to watch the video. When you click through on that link you get to this page:
- Here’s what Thad in marketing had to say about it: So if you don’t believe me after 1 example, A. I like your style and B. I’d encourage you to give it a shot. Do an experiment with some of your sales follow up emails— I’d be willing to be you’ll start seeing some of the same trends— better click through rates, higher response and more meetings booked.
- So this is a post from Moz' Whiteboard Friday blog series— they’re a powerhouse in SEO strategy and as you can see, they do not shy away from having fun and making thumbnails with a personal touch.
- It’s probably evident from the quality of this image, but it’s worth mentioning that staging a photo specifically for the thumbnail is now part of their shooting process for videos. I can say without hesitation that this does make a tangible difference in engaging and retaining viewers. We pulled data on this at Wistia and what we found was across all the videos hosted in our system, ones that had a custom thumbnail applied had about a 30% higher initial play rate. In other words, the percentage of people who load the video on a page and then decide to click play. You’ll also notice that the player color here is customized to match the Moz brand, which in another data pull we found results on average in a 19% higher play rate. So the lesson here, even before the video starts playing, do some thinking about how to best grab your audience’s attention and create that personal connection.
- After all we’re at an Inbound event, let’s check out what HubSpot is doing. This is Dee Dee, formerly of HubSpot now actually at Wistia. HubSpot uses video across their properties, but a really important use for them is their Inbound Certification trainings, which I imagine a number of folks in here have seen. And what HubSpot has done particularly well here is to allow data on viewer engagement to drive and inform their strategy over time… So what does that mean in practice. Well, in 2014, Dee Dee and her team took a look at all their Inbound Certification videos, and what they found was about 50% viewer engagement across the board. In other words, the average viewer was staying on to watch about 50% of the content.
- Out of that initial insight they came a hypothesis— shorter videos can produce higher engagement, which leads to greater understanding of the Inbound philosophy, which ultimately leads to an increased likelihood of a new HubSpot account.
- So they ended up chopping about 90 minutes off of the certification videos while delivering virtually the same exact content. As a result their overall engagement rate rose to 65%, which was a fantastic jump in a short amount of time, and a set of learnings they were able to apply to new content. In a nutshell, they avoided making assumptions about what viewers wanted to see, they took the time to learn from their audiences behavior, and in the end they took a big step forward in overall engagement. Not to suggest shorter videos is always the answer, though often it is. But when you think about the bigger picture of what this progress means, gone are the days where you have to wonder about what happens to your audience’s attention on a video after they press play.
- In fact there’s a few different ways you can associate an individual viewer’s contact information with their specific viewing activity. The most advanced progression of this is actually to pass viewer level information to marketing automation tools like HubSpot, Pardot and Marketo, so you can qualify leads and move folks through your funnel based on viewing activity. For example, raising leads scores for people who watch a video to 75% completion, or triggering an alert to the lead ownwer
- At this point maybe some folks are thinking ok, that’s all well and good, but we don’t actually have time or resources to prioritize making video, either internally or with an agency. And I totally get that, so I want to close with some tips and tricks that are a pretty light lift to implement. The first one is that one of the simplest, most effective videos you can make is a product video, that’s screen-recording based. Here’s an example of one we have at Wistia:
- Ok, so, you’re making a product screencast—take that opportunity to make a personal connection with your audience. Trevor here who’s narrating is no longer a disembodied voice, it lightens up the whole video once he’s introduced right at the start. This almost always produces higher engagement and if you don’t believe me, I can help you setup a test. As you’re looking at this you might also be thinking… Wow,
- Trevor is really glowing angelically, that must be some kind of fancy setup!
- Well let’s take a quick look at that, because I promise that you can do this too. Here’s two similar shots to compare side by side of Chris, our head hancho with video. Pretty darn close right? This image on the left was shot with our professional studio setup, pretty fancy gear that cost around $5k total. This image on the right? A do-it-yourself lighting setup with items available at any hardware store, plus the iPhone video camera— total spend, around $250. Which brings me to my next tip— Wistia can be a resource to help anyone make some basic shots look professional, but more broadly, a few lighting and setup tricks really go a long way. We have a DIY studio kit that I’m happy to share, in fact I just tweeted it @jgbsilberg
- So that’s our co-founder Brendan talking about bridges, because he didn’t have a script. Very few people can just get up in front of a camera and ad-lib, you have to go in with a plan knowing what you’re going to say, and sometimes that’s not always immediately clear. We also have a guide to concepting and scripting that I definitely want to point you towards.
- Just one more thing, and forgive me for being cheesy— get loose, get creative, and have fun. Showing your sense of humor is awesome for so many reasons, not the least of which is that your team will get really excited about the prospect of being part of it.