harnessing the power of video & inbound marketing
TRANSCRIPT
HARNESSING THE POWER OF VIDEO & INBOUND MARKETING
We will be starting at 2:00 pm ET.
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Use the hashtag #InboundLearning on Twitter 1 2
INTERMEDIATE
WISTIA
#INBOUNDLEARNING
Mark Kilens @MarkKilens
Kristen Craft
Marketing
@thecrafty
Max Kohl
Customer Happiness
@maxkohl
1 Why video? Why Wistia?
2 The HubSpot & Wistia integration
3 Video success stories
AGENDA
WHY VIDEO? WHY WISTIA? 1
VIDEO IS QUICKLY BECOMING THE MOST CONSUMED TYPE OF CONTENT ON THE WEB.
Globally, online video traffic will be 55% of all consumer Internet traffic in 2016
VIDEO IS A RICH, EFFICIENT MEDIUM THAT CONVEYS LOTS OF INFO IN AN ENGAGING WAY.
VIDEO IS THE EASIEST WAY TO CREATE AN EMOTIONAL
CONNECTION WITH YOUR AUDIENCE.
First time visitors.
Engaged prospects.
Happy Customers.
VIDEO USE CASES
Marketing
Sales
Support
Fun
WHY WISTIA?
Capture email addresses &
display calls-to-action
WHY WISTIA?
Maximize the SEO benefits of video
WHY WISTIA?
Holistic data: Measure engagement to
see which parts resonate
WHY WISTIA?
Granular data: See what an
individual prospect cares about
WHY DATA?
It helps your content team identify
the right messaging
WHY DATA?
Your marketing team can tailor content,
based on what prospects watch
THE HUBSPOT & WISTIA INTEGRATION.
2
WHY IS DATA SO POWERFUL IN HUBSPOT?
Sales people go into conversations better
armed with info
WHY IS DATA SO POWERFUL IN HUBSPOT?
You can see which videos are key to your
conversion funnel
Setting up the integration
THE HUBSPOT & WISTIA INTEGRATION
1
2 Use cases
SETTING UP THE INTEGRATION
1
Go to your Account Dashboard in Wistia & enable the Wistia API for your account.
Copy the secret API password to your clipboard
Set up HubSpot as an email provider in Wistia
Enter your Hub ID number into the input and then click the CONNECT button.
Click on the Wistia Integrations link under Integrations.
Navigate to your HubSpot account settings and click on Wistia Settings.
Paste your Wistia secret API password into the input and enable the integration
Copy the integration JavaScript & add to the footer HTML
• http://wistia.com/doc/hubspot
• http://knowledge.hubspot.com/how-to-integrate-hubspot-and-wistia
TWO FANTASTIC INTEGRATION RESOURCES
USE CASES 2
VIDEO EMAIL MARKETING.
VIDEO EMAIL MARKETING, CONTINUED.
Drive traffic from an email to your website. Track each individual viewer.
Use video and email together to send prospects to a custom video landing page.
Published a new video? Use the integration to increase click-throughs..
Use the Wistia integration within HubSpot to score & segment leads based on their video viewing behavior.
VIEW WISTIA HEATMAPS DIRECTLY WITHIN THE TIMELINE.
CREATE DYNAMIC LISTS BASED ON VIEWING ACTIVITY.
Set up customized workflows for your lists.
Notifications: Send an internal email alert to a sales rep.
Touch points: Send a delayed follow up email to your prospect.
SCORE LEADS BASED ON THEIR VIEWING BEHAVIOR.
Add points if a lead watches a video.
RUN REPORTS ON VIDEO SUCCESS METRICS.
See which videos drive conversions.
Analyze your Wistia Stats
Analyze your Wistia Stats
INTEGRATE VIDEO INTO YOUR OTHER MARKETING EFFORTS:
• Website
• Landing pages
• Demos
• Social media
• Webinars & event coverage
VIDEO SUCCESS STORIES. 3
Spark Reaction Marketing Agency
Old St. Labs Business-to-business
Website w/video
Website w/video
Printing Center USA Business-to-consumer
Video Use Cases
• New product announcements
• How to videos
• Business story / overview
• Solution content
• Search benefits
ACROSS ALL INDUSTRIES, EVERY BUSINESS BENEFITS FROM INTEGRATED VIDEO ANALYTICS
NEXT STEPS
1. Upload a video to Wistia
2. Customize a video, then embed it on your site (give
an SEO embed a shot too!)
3. Track your audience’s engagement in your video
4. Choose a highly engaging video and create a simple
email marketing strategy around it
• How to integrate HubSpot and Wistia
• How to Make a Marketing Video: A Beginner's Guide
• Wistia Learning Center
RESOURCES
Wistia Learning Center
Available 24/7 wistia.com/learning
QUESTIONS?
THANK YOU.