How to Set the Goals that will Accelerate Your Video Marketing Success
Kristen Craft, Director of Partnerships at Wistia @thecrafty
Ezra Fishman, Director of Marketing at Wistia @ezraﬁshman
Lenny, Oﬃce Dog
What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency
1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers
Thinking outside the box 1
The video box ! !
Too narrow of a lens !
A video is only a piece of the puzzle ! My Company
A product page from Hubspot !
We can’t talk about the goal of this image independent of the page
Same is true of this video
And this video
What are my goals for this video? ! !
How can video help me accomplish my goals for this page? ! ! ! ! !
… for this email? ! ! !
… for this campaign? !
Examples of great integration 2
Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past attendees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s ﬁne!
Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration
Goal = reduce support tickets related to a speciﬁc feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch
Video’s super powers 3
Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human
Increased conversion by 10%
Explain complex topics
Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traﬃc
Build trust Goals • Increase sales qualiﬁed leads • Improve lead conversion rates • Supercharge recruiting eﬀorts
1,000 survey responses!
Make your business more human Goals • Build rapport with your audience • Get visitors to pay attention and take action • Increase word of mouth referrals
A spectrum of goals 4
Short term, measurable ROI
Growing more comfortable with video
ROI = time saved + inbound traﬃc
Team is fully on board with video
Leveraging the emotional power of video
Acknowledge direct ROI will be tough to measure
Getting started with video 4
The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid?
Use the camera you already have.