10 ways buildium has used video

10 Ways Mere Mortals Use Video Marketing

(and lessons learned along the way)

#WistiaFest / @buildium @thadpeterson

Chris’s video kit & costs

$45,000

$25,000

$10,000

$1,000

$81,800

$800

$600

$500

$1,000

$50

$50/mo ($600/yr)

$800

$250$3,800

Thad’s video kit & costs

#WistiaFest / @twitter-handle

Example #1:Announcement of an

Acquisition


Results

• Preformed okay on the blog✦ 21% play rate✦ 70% engagement

• Featured it in our app and on closed tickets - 782 plays

• Clear drop on the tail


Lessons learned✓ Look for creative ways to

promote your videos (closed tickets, in the app, email signatures, etc)

✓ Beware of the slow close


Example #2:Animated explainer

video


Results

• 600+ Leads for All Property Management

• 83% engagement rate

• $80K in revenue


Lessons learned✓ Let people try new things

✓ In-app messaging works

✓ Video on a landing page is very effective

✓ Leverage in-house talent


Example #3:Using video for sales

outreach

Chris, can we insert a bunch of terrible takes and miscues by

Pete (maybe 4 or 5 botched tries)



Lessons learned✓ Steal shamelessly

✓ Get a teleprompter


Example #4:Using video for sales

outreach, take 2

Customer Success Outreach



Lessons learned✓ Teleprompter is the

best video equipment investment we’ve made

✓ Our sales guys aren’t so good with following instructions


Example #5:Feature specific videos

Whould you rather watch a video or read about what Buildium can do for you?

57%

43%

ReadWatch a video

What the heat map says



Results• These videos mades up 70% of

video views since launch in August

• Narrated videos were getting about 6K views/month

• Engagement rates were between 74-84%

• Been a boon to organic traffic to our feature pages

Redesigned feature pages launch

Video now below the fold


Lessons learned✓ Short is beautiful

✓ Video can be great for SEO

✓ Use tools like hotter to help assess video


Example #6:Customer story


Results

• Modest number of views

• OK engagement


Lessons learned✓ Helps build a brand story✓ Logistical nightmare✓ Judging characters

remotely can be tough✓ Stats show it's all about

page placement (and it's not placed well)


Example #7:Animated explainer,

Take 2


Results• Enforces brand

• CMO and CEO love it; audiences, not so much

• Not a great performance for a paid traffic page

• High play rates show people want PPC videos


Lessons learned✓ Sometimes your CMO

— or even your CEO — doesn’t know best.

✓ Having stats to show them can be really helpful


Example #8:Customer Care overview


Results

• 83% engagement - people like people

• Proof of concept for later story pieces


Lessons learned✓ Saying “yes” to

employees who want to take a risk is good form

✓ That doesn’t mean you need to go overboard


Example #9:Customer testimonials


Results

• 1099 revenue was up 30% for the company in 2016


Lessons learned✓ Get specific with

customer testimonials✓ Testimonials are also

great for employee morale

✓ Good lens makes a world of difference


Example #10:New features &

products


Results• Cumulatively, more than 10K

plays

• Human touch to differentiate us

• Reinforces the fact we’re continually improving


Lessons learned✓ Highlight your people✓ Establish video as part

of the standard checklist for feature/product launches

✓ Do table reads


In conclusion…


Top lessons:• Take chances• Steal shamelessly• Let the personality of your company come

through and be inclusive• Don’t confuse bad ideas with bad execution• Equipment matters (audio/lens choice/

teleprompter)