how to use video to drive leads
TRANSCRIPT
Kathy HeilC O - O W N E R
I N B O U N D M A R K E T E R @ K AT H L E E N H E I L
Gregg LitmanB R A N D C O N T E N T M A N A G E R
F O R M E R S R . P R O D U C E R , W C C O @ G R L I T M A N
Our Agenda• V I D E O AT T R A C T S
• V I D E O C O N V E R T S
• V I D E O I S M E A S U R A B L E
• Q & A
Q U A RT E R LY O N L I N E V I D E O V I E W S
0
10000
20000
30000
40000
Q2 '13 Q3 Q4 Q1 '14 Q2
(IN BILLIONS)
4 3 % G R O W T H 2 0 1 3 T O 2 0 1 4
From 2014 Adobe Survey
V I D E O I M PA C T S B U Y I N G D E C I S I O N S
7 6 % O F M A R K E T E R S P L A N T O A D D V I D E O T O T H E I R W E B S I T E
7 5 % O F V I E W E R S V I S I T C O M PA N Y S I T E A F T E R V I E W I N G V I D E O
5 5 % O F W E B T R A F F I C
W I L L B E V I D E O B Y 2 0 1 6
W H Y V I D E O ?
• The “Richest” Content
• Moving Pictures
• Brings You Places, Introduces
People, Teaches You Something
• Engagement
V I D E O I M PA C T S C O N V E R S I O N
2 0 0 % I N C R E A S E T O E M A I L C T R
8 0 % I N C R E A S E
T O C O N V E R S I O N O N L A N D I N G PA G E S
W I T H V I D E O
2 6 % R E D U C T I O N I N U N S U B S C R I B E S
O N E M A I L S W I T H V I D E O
C O M M O N B E L I E F
0102030405060708090
100
0-30 sec 30-1 min 1-2 min 2-3 min 3-4 min 4-5 min 5-10 min 10-20 min 20-30 min 30-45 min 45-60 min 60 + min
VIDEO LENGTHWistia Video Analytics
PE
RC
EN
T
Short Video > Long Videos. Always.
A L L V I D E O I S N O T C R E AT E D E Q U A L
P E O P L E W I L L W AT C H L O N G E R
V I D E O S I F T H E Y A R E W O R T H W AT C H I N G
G O O D C O N T E N T
= M O R E V I E W S
What are the most EFFECTIVE types of video content used?
Customer Testimonials
Demonstration Videos
Explainer/Tutorial Videos
Thought Leader Interviews
Projects Reviews/Case Studies
Webinar Videos
Vlogs/Video Blogs
Event Videos
52%
51%
51%
51%
26%
20%
15%
13%
R E P U R P O S E W I T H A P U R P O S E
• Post Portions to Web Pages
• Use Portion as Email Signature
• Use in a Landing/Thank You Page
• Put on Tablets for Sales Tool
Blog Post
Dear Friend
Landing Page Headline
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Landing Page Headline Landing Page Headline Landing Page Headline
Landing Page Headline Landing Page Headline Landing Page Headline L Landing Page HeadlineLanding Page Headline Landing Page Headline Landing Page Headline Landing Page Headline Landing Page Headline
K E Y TA K E A W A Y S
• Good Video Outperforms All Other Types of Content
• Focus on Quality vs. Length
• Repurpose with a Purpose