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Top 5 Ways To Use Video To Drive Marketing Results #LLCSeries
This document discusses top ways to use video to drive marketing results. It recommends: 1) Placing video content across your own website to engage audiences and direct them to information. 2) Using video as the call-to-action in email marketing to increase click-through rates. 3) Creating engaging videos and using them as the stars of marketing campaigns to pull prospects into a story and drive conversions. It provides examples and tips for implementing each strategy effectively.
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Top 5 Ways To Use Video To Drive Marketing Results #LLCSeries
- 1. #LLCSeries #LLCSeries Top 5 Ways to Use Video to Drive Marke5ng Results SPONSORED BY
- 2. #LLCSeries Follow this webinar on LinkedIn & Twi>er #LLCSeries Demand Gen Report: @DG_Report Vidyard: @Vidyard Jon Spenceley: @jonspenceley
- 3. #LLCSeries #LLCSeries Prize Box For each live session you a>end from the #LLCSeries, you will be entered to win an item from the Prize Box! Up to 12 entries per registrant allowed. MicrosoW Surface 3 Apple Watch Sport Fitbit Flex Three #C2C16 Tickets
- 4. #LLCSeries About Demand Gen Report • Launched in 2007 to track best prac^ces in lead genera^on • Newsle>er has grown to more than 30,000 readers • We also offer a menu of research and best prac^ces reports • New audio/video podcasts at DemandGenReport.com @DG_Report h>p://linkd.in/DG_Specialists
- 5. #LLCSeries On24 Logis^cs • Whitepaper • Datasheet • Contact Us Link
- 6. #LLCSeries Panelists Jon Spenceley Community Marke^ng Manager Vidyard MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report @jonspenceley [email protected]
- 7. Top 5 Waysto Use Video to Drive Marketing Results Jon Spenceley Community Marketing Manager, Vidyard [email protected] @jonspenceley
- 8. purchase intent by97%- Unruly Enjoyment of video increases Over 70%of marketers report that video converts better than other content types - Demand Metric email marketing by more than 300%- Forrester Research Video can increase CTRs on
- 9. ü Video Content Across Your Own Website ü Video as the CTA in Email Marke^ng ü Crea^ve Videos as the Stars of Campaigns ü Use Videos from Customer Events Year Round ü Track Who’s Watching What Agenda
- 10. ü Give your brand a personality boost ü Engage your audiences in an ongoing dialog ü Improve your SEO results ü Increase visitor engagement ^me ü Create your own video channel! ü Use gated high-‐value video content for lead genera^on 1. Video Content Across Your Own Website hp://video.act-‐on.com
- 11. Video works throughout the en^re marke^ng and sales funnel! 1. Video Content Across Your Own Website Simple messaging, fun or inspiring, focus on benefits Educa^onal, visual product demo’s, tes^monials, thought leadership Product deep dives, on-‐demand webinars, customer success stories
- 12. Use Video To Direct Your Prospects To the Right Informa^on 1. Video Content Across Your Own Website Simple messaging, fun or inspiring, focus on benefits Educa^onal, visual product demo’s, tes^monials, thought leadership
- 13. ü Own The Video Experience ü Very powerful CTA ü Increases ^me-‐on-‐site ü Makes an excellent ^e-‐in to email campaigns… 1. Video Content Across Your Own Website
- 14. ü Play buon is a very compelling call-‐ to-‐ac^on that increases CTRs ü Promise of short, engaging content ü Use large thumbnail images in emails with embedded play buon ü Link to a landing page where video is the star ü Use CTA at end of video to drive desired ac^on or conversion 2. Video as the CTA in Email Marke^ng
- 15. 2. Video as the CTA in Email Marke^ng
- 16. 2. Video as the CTA in Email Marke^ng www.vidyard.com/tale-‐of-‐two-‐marketers
- 17. ü Just saying ‘video’ in the subject line can increase open rates by up to 13% ü Link to a landing page for beer tracking ü Make sure your video plajorm can aribute views to email addresses ü Get crea^ve – many email plajorms allow GIFs 2. Video as the CTA in Email Marke^ng
- 18. ü Take your prospects on a date before asking them to commit ü Increase ini^al CTRs to landing page ü Expose prospects to engaging story with clear pain point or benefit ü Drive the next conversion once they’ve been pulled into the story! ü Tip: Many marketers report higher CTR on campaigns with a video as the CTA rather than an eBook www.vidyard.com/metrics-‐maer/ 3. Crea^ve Videos as Stars of Campaigns
- 19. 3. Crea^ve Videos as Stars of Campaigns www.vidyard.com/modern-‐marke:ng-‐experience-‐2015
- 20. 3. Crea^ve Videos as Stars of Campaigns www.taulia.com/en/unconven:onal
- 21. 3. Crea^ve Videos as Stars of Campaigns hp://www.lenovo.com/us/en/solu:ons/:ny-‐vs-‐nascar-‐pit-‐crew-‐video.shtml
- 22. ü Make sure your videos are above the fold on landing pages ü Use an effec^ve video thumbnail – people have to want to click ü Avoid autoplay (unless you make that clear) ü Keep it short – 30 seconds to 1 minute ü Don’t forget a call-‐to-‐ac^on! 3. Crea^ve Videos as Stars of Campaigns
- 23. ü Use events as an opportunity to capture amazing videos ü Session recordings, customer tes^monials, thought leader interviews ü Leverage content as part of future marke^ng campaigns, blogs, etc. ü Consider hos^ng all event videos on a central “hub” to show the world how amazing it was! 4. Use Videos from Customer Events Year-‐Round Ignite.hubs.vidyard.com
- 24. 4. Use Videos from Customer Events Year-‐Round www.vidyard.com/webinar-‐qualify-‐convert-‐leads-‐with-‐video-‐plaEorm/
- 25. ü Plan ahead to capture your sessions on video ü Makes a great trailer for next year’s event ü Don’t forget to record tes^monials from aendees ü Try and turn large videos into smaller chapters – increases engagement ü Always remember a CTA! 4. Use Videos from Customer Events Year-‐Round
- 26. 5. Track Who’s Watching What 546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100% 546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50% 546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100% [email protected] 546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Tes^monial: 75%
- 27. 5. Track Who’s Watching What VIDEO TYPE STARTED COMPLETED Fun Campaign Videos +10 points +5 points Whiteboard Videos +15 points +10 points Demo Videos +20 points +15 points On-‐Demand Webinar +50 points +15 points Track viewing ac^vi^es within Marke^ng Automa^on as ac^onable insights • Who’s watching which videos, when, and for how long • Lead scoring based on actual engagement in video content • Automate follow-‐up aWer a video viewing session Lead Scoring on Video Views 546471 Apr 6, 2015 11:35 Visit Web Page Watched Pricing_Video_2015: 100% 546266 Apr 2, 2015 12:04 Visit Web Page Watched Prod_Demo_Reports: 50% 546258 Apr 2, 2015 12:01 Visit Web Page Watched Accts_Payable_Adam: 100% [email protected] 546470 Apr 6, 2015 11:32 Visit Web Page Watched CC_Tes^monial: 75%
- 28. Advanced video analyticscan help you identify high and low performing content based on audience engagement, conversion, and attribution to pipeline BONUS: Use Analy^cs to Con^nuously Improve Losing 40% within first 10 seconds! 60% watched un^l the end
- 29. BONUS: Use Analy^cs to Con^nuously Improve REACH ENGAGEMENT CONVERSION LEADS PIPELINE REVENUE View Counts Don’t Count!
- 30. 1. Aract more prospects into the funnel 2. Increase engagement and conversion rates 3. Track individual viewing ac^vi^es 4. Improve lead qualifica^on and conversion velocity 5. Use the data to help you produce the best content 6. Return to step 1, repeat as necessary Turn Your Videos Into Lead Genera^on and Qualifica^on Machines! It’s time to get serious about video marketing!!
- 31. #LLCSeries Q A // Panelists MODERATOR: Carol Krol Editor-‐in-‐Chief, Demand Gen Report @jonspenceley [email protected] Jon Spenceley Community Marke^ng Manager Vidyard
- 32. #LLCSeries Thanks for aending this webinar! www3.demandgenreport.com/lls15 NEXT SESSION: