Webinars: The Gateway Drug to a Video Marketing Strategy

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Webinars: The Gateway Drug to a Video Marketing Strategy

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If you are one of the 62% of B2B marketers who employ webinars to nurture leads and engage customers, you already have the content to launch an online video strategy. You don’t need to be an expert......

If you are one of the 62% of B2B marketers who employ webinars to nurture leads and engage customers, you already have the content to launch an online video strategy. You don’t need to be an expert producer to create effective videos. With some preparation and a little editing magic, your recorded webinar content can extend beyond the live event and act as a foray into online video.

Join experts from ReadyTalk and Vidyard as we explore the intersection between webinars and online video strategy. We’ll provide actionable tips, including:
- How to design your webinar for recorded clips that are easily divided
- Editing techniques for content that lends itself well for video format
- How to align content with CTAs for each stage of the buying cycle
- Methods to track engagement data for recorded content
- Strategies to turn views into leads

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  • 1. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 183.84 74 ebinars: Vidyard 183.84 74 deo W Vi The gateway drug to marketing #rtwebinar @vidyard @readytalk
  • 2. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Product Marketing Manager @ninzb
  • 3. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Inbound Marketing Manager @brandonhess
  • 4. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Outline • Why Video Marketing? • Why Recorded Webinars? • Recorded Webinar Best Practices • Recorded Webinars: What does success look like? • Video Marketing Best Practices • 8 Tips to Deliver Great Video Content
  • 5. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 6. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 7. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 8. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 52%Consumers say watching product videos make them more confident in their online purchase decision* Internet Retailer: http://www.internetretailer.com/2012/04/05/online-videos-help-build-confidence-purchases
  • 9. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Why Recorded Webinars? Webinar Video Snippet
  • 10. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Low cost Video • Simulive webinars. • Archived webinar content. • Reuse of top performing webinars. • Video content syndication. • Teasers for related content. • Educational/Training content. Why Recorded Webinars?
  • 11. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk • Targeted webinar topic. • Tips & best practices. • Tutorials & how-to’s. • Well organized slides. • 140 character Twitter takeaways & tips. • Webinar recordings. • Transcriptions. • Panels, discussions. Low Effort Reusable Content Why Recorded Webinars? Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 12. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 433average webinar registration.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 13. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 42%average webinar attendance rate.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 14. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 25%of live event registrants viewed the recorded webinar.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 15. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 51.8%of webinars have more than 200 live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 16. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 30.9%of webinars have more than 300 live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 17. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 15.2%of webinars have more than 500 live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 18. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 04.4%of webinars have more than 1000 live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
  • 19. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Recorded Webinar Planning Start with Sections. Plan your webinar with snippets in mind. Acts > Chapters > Paragraphs Ease of post-editing Segments Audio matching
  • 20. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Recorded Webinar Planning • Outlines & scripts are priceless. • Create themed chapters for snippets. • Try and keep presentation bound in borders. • Present with recording in mind. • Perfect 1st takes are rare. • Post-production is the magic eraser.
  • 21. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk • Create a storyboard/script. • Good editing in priceless. • 2 minute maximum webinar “episodes”. • Good audio capture is key. • Evergreen or time sensitive? • Remove timestamps. • Avoid “had to be there” moments. • Copyrights always apply. Recorded Webinar Planning
  • 22. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk • Themed snippets. • Live action versus slides. • Speaker interviews. • Behind the scenes. • Post Production tricks. Engaging Recorded Webinars
  • 23. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 20%of online video views click away from a video in the first 10 seconds or less.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
  • 24. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 33%of online video views click away from a video in the first 30 seconds.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
  • 25. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk 60%of online video views click away from a video in the first 120 seconds.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
  • 26. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 27. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 28. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 29. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 30. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 31. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 32. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 33. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 34. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 35. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk
  • 36. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Video Distribution? • http://www.vidyard.com/blog/ distribution-checklist-share- videos-maximum-reach/
  • 37. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Looking for a great example? http://www.vidyard.com/blog/how-taulia-became-a-video-marketing-powerhouse/
  • 38. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We www.vidyard.com/tour
  • 39. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We ReadyTalk Web Conferencing 30-Day Free Trial
  • 40. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Q&A
  • 41. Webinars 198.12 77 Video 183.84 74 Vi We #rtwebinar @vidyard @readytalk Webinars 198.12 77 Video 183.84 74 Vi We Optional Poll Question Insert a poll question here. We can do multiple if we wish. Do you currently have a Video Marketing Strategy? 1. Yes 2. No What’s your biggest concern over starting a video marketing strategy? 1. Budget 2. Knowledge 3. Time 4. Etc