a different approach to video marketing
DESCRIPTION
It's very easy to get enamored by the power of video and forget that success with this medium requires a sound approach and a clear strategy. In this presentation, I explore an approach to online video that every business - not just Red Bull and Old Spice - can take to build brand awareness and loyalty... and most of all, become more human.TRANSCRIPT
Ezra Fishman
June 2014
A Different Approach
to Video Marketing
This is me.
These are my credentials
80,000 14 10
These are my credentials
http://wistia.com/blog/music-for-business-video
Inbound Marketing
Inbound Marketing(secret ingredient)
Trust
The Trust Bank
Trust Credits
• Information when I’m
looking for it
• Teaching and asking nothing
(or little) in return
• Being honest & transparent
• A personal touch
Trust Debits
• The pushy salesperson
• Talking only about yourself
and your product
• A machine, when I’m
expecting a human
• Low quality content
A Trust Surplus
A Trust Surplus
A Trust Surplus
Trust is good.
What is video?
Moving pictures + sound
Another medium to share
information and communication
Do you use text in your marketing?
Why?
Do you use images?
Why?
Do you use videos?
We use video at Wistia because …
• Video lets us communicate
complicated, visual things
• Video helps us show off our
personality
• Video lets us connect emotionally
• Video makes us more human
Video helps build trust.
A few examples
I’m scared of robot dentists.
http://www.charlesriverdental.com/
Hi Marta, I’m Ezra.
Make a personal connection.
Hi Ezra, !Sorry I missed you earlier.
Be a human.
http://www.wisegrass.com/2010/11/11/is-it-too-late-to-overseed-this-fall-probably/
Be a friendly human.
Video builds TRUST.
And this is a hard sell to your boss.
Where’s the short term, measurable ROI in
building trust with video?
Start closer to the $’s
The video spectrum
Conversion rate increase of 10%
Conversion Videos
• Screen recording software
• Screenflow, Camtasia, Screenr
• DIY animation tools
• Animoto, GoAnimate, PowToon
• Explainer video companies
• Explainify, Demo Duck, Grumo Media
http://moz.com/blog/ugly-website-holding-back-marketing-efforts-whiteboard-friday
Teaching Videos
• Limited amount to sell, infinite amount to teach
• Bring a human element to your blog or support
• ROI = time saved by scaling communication
https://www.zendesk.com/company/careers
http://blog.mailchimp.com/v8/
http://wistia.com/blog/content-and-events-survey-2013
1,000 survey responses!
Feeling Videos
• Focus on authenticity
• Look for opportunities to connect
• Take some risks
• Acknowledge that it will be hard to measure
The video spectrum
Start
The Trust Bank
A Trust Surplus
http://wistia.com/learning
Your first video will be your worst.
Measure, then improve.
• Every video should be better than the last
• Learn from what does and does not interest your audience
Thank you.