ali noel - creating your video strategy at hug 2017
TRANSCRIPT
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HUG17Creating your video strategy
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Ali NoelCustomer Succes Team Lead
@amainksnoel
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About me
• Life-long east coaster
• Soon-to-be first-time mom 😮
• Champion of customer success for ~5 years
• Focus on customer content marketing
• Favorite part of Customer Success: Sharing customer inspiration
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We are
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video strategyOne does not fit all
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GOAL:
Inspire you to do more with your video strategy
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What’s happening with video?
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The number of people creating high-quality video
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It’s becoming easier to create high quality video
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People are more comfortable being on camera
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The number of people creating high-quality video
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Why use video?
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Easy to track ROI
Engaging content that resonates
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Engaging content that resonates
Forms a human connection; creates trustTells a story
Can influence outcomes
1/3 of all online activity is spent watching video*
After watching a video, 64% of users are more likely to buy a product online*
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy
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Easy to track ROI
Video in email leads to a 200-300% increase in click-through rate*
Including video on a landing page can increase conversion by 80%*
Measurable Test-able (A/B, etc.)
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy
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We can measure… • # plays • % play rate • Actions • Approx. dropoff point • Re-watches
We can test… • Placement on the page • Length of the video • Annotation location • Thumbnail image
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Easy to track ROI ✅
Engaging content that resonates ✅
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The ideal strategy:** Using video across the entire organization.
**In the mind of a video-obsessed Wistian
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Businesses of all shapes and sizes are using video
across their organizations
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new employee onboarding
support
internal training
explainer videos
product updates
product overviews
sales
delighting customers
culture videos
webinars social
events
promotional
supporting other content
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Use cases
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DRIVE SIGNUPS promo video
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BOOST OPEN RATES
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DRIVE TRAFFIC
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GENERATE LEADS quick demo GiT form
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GENERATE LEADS
Wistia turnstile
Average turnstile converstion rate is 11% (43% if placed in first 10-25% of the video)
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Video for sales
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ENGAGE PROSPECTS CLOSE DEALS
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Video for support
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ANSWER QUESTIONS
EXPLAIN HOW TO’S
DELIGHT CUSTOMERS…
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" A Wistia Customer Cancelled
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What could we improve?“Absolutely nothing. I’m just not using video
in my biz, anymore. Boohoo!!”
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Start with low-hanging fruit
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What goals are you trying to achieve?
What resources do you have readily available?
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GTW
QuickTime
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Wistia’s studio setup
~$4,800
Wistia’s DIY setup5D Mark III DSLR - $2,000
35mm 1.4 Sigma lens - $800
Cool lights & stands - $1,000Mic & audio recorder - $650
Tripod - $250Seamless paper roll- $50
iPhone video cameraDIY lighting kit - $100
iPhone tripod adapter - $30Basic tripod - $75
Seamless paper roll - $50
~$250
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DIY
OFFICE STUDIO
THE DOWN & DIRTY
LIGHTING KIT
SHOOTING VIDEO
WITH AN IPHONE
wistia.com/library
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One strategy does not fit all…so let’s talk about yours!