using video (and wistia) to create a more efficient funnel | wistiafest 2015
TRANSCRIPT
Casey Henry!@caseyhen !
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Using Video (and Wistia) to Create a More Efficient Funnel
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Marketing
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Content Marketing
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Funnel !Marketing
Video Marketing Video Marketing
Tip of the Iceberg
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Video Marketing In Your Funnel
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Video Content & The Fold
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Each Zone is 250 Pixel in
Height
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Custom Thumbnails 35% Increase In Play Rate
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Custom Play Button 19% Increase In Play Rate
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SEO & Video
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Remember These Days?
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Video Marketing Is About More Than Just
Video Snippets!
#WistiaFest @caseyhen
What About YouTube!
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Your Home vs. Playground
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http://bit.ly/youtube-playground
#WistiaFest @caseyhen
Go Where Your Audience Is
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Treat YouTube & Vimeo as Social Networks
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Treat YouTube & Vimeo as Social Networks
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What’s Left of Video SEO?
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Meta Tags Needed for Context iFrames
Video Search Tab Enjoy Structured Data for Now
#WistiaFest @caseyhen
PPC & Video
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Quality Scores & Video
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Quality Score Test20 Different Landing Pages
10 Different Keywords 1 With Video & 1 Without Video
3 Different Accounts Similar Spends But Different Markets
Same Time Periods#WistiaFest @caseyhen
Quality Score Results
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Video Pages Did See Higher
Conversion Rates
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Quality Score Results
Pages with higher conversion rates saw increase in
quality score27#WistiaFest @caseyhen
Quality Score Results
Test Was Too Small, More Tests Needed
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How Are Companies Using Video
w/Paid Landing Pages?
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100,000 Keywords
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375,000 Landing Pages
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145,000 Domains
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13% of Landing Pages
#WistiaFest @caseyhen
<1% Had Video
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PPC Landing Pages Should Drive Conversions
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Videos Can Help Increase Those Conversion
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Give a Clear CTA When The Video Ends
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Other Ways Video Help Paid Landing Pages
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Bounce Rate
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Time on Page
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Pages Per Session
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Video Needs Text For Context
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Poor Landing Page
#WistiaFest @caseyhen
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Retargeting & Video
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Retargeting is about Segmentation
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Fire pixel on completion of video.
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Wistia!http://bit.ly/wistia-events
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Vimeo!http://bit.ly/vimeo-events
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YouTube!http://bit.ly/youtube-events
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15-20% increase in conversion after viewing
first video and retargeted.
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Customers
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Landing Pages With Video
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Facebook RHC
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Twitter Retargeting
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Autoplay on Landing?
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Minimal Effect on Metrics
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Prospecting & Video
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Preroll Video
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Brand Awareness Play Most Clicks Bounce
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Facebook Prospecting
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Again, Stick to RHC
NewsFeed Underperformed
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Facebook’s Ad Exchange Rules Make Things
Semi-Difficult
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Organic Facebook Video Defaults With No Sound
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Your Funnel & Video
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Limit Video Use In Your Funnel
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Yes, I Said That
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Videos Should Convey Different Messages
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Product Explainer Video Increase Conversion By 35%
For Those That Complete
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Spikes in Engagement
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Social & Video
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Twitter’s Native Video Brands Still Unsure of Uses
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Twitter Ads Tip
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Clearbit.com
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Twitter Segments
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Clearbit.com
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Target Twitter Handles
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250% Increase in Engagement & Follows
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Wrapping Things Up
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Video is Primarily Being Used for Blog Content
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But..... We Are In The Early
Stages of Something Big
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Video for SEM Campaigns is Still Underutilized
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Now is the Time to Get the Upper Hand on the
Competition