How to Set the Goals that will Accelerate Your Video Marketing Success

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How to Set the Goals that will Accelerate Your Video Marketing Success
Kristen Craft, Director of Partnerships at Wistia @thecrafty

Ezra Fishman, Director of Marketing at Wistia @ezrafishman

Lenny, Office Dog
What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency
1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers
Thinking outside the box 1
The video box ! !
Too narrow of a lens !
A video is only a piece of the puzzle ! My Company
A product page from Hubspot !
We can’t talk about the goal of this image independent of the page
Same is true of this video
And this video
What are my goals for this video? ! !
How can video help me accomplish my goals for this page? ! ! ! ! !
… for this email? ! ! !
… for this campaign? !
Examples of great integration 2
Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past attendees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s fine!
Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration
Goal = reduce support tickets related to a specific feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch
Video’s super powers 3
Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human
Increased conversion by 10%
Explain complex topics
Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traffic
Build trust Goals • Increase sales qualified leads • Improve lead conversion rates • Supercharge recruiting efforts
1,000 survey responses!
Make your business more human Goals • Build rapport with your audience • Get visitors to pay attention and take action • Increase word of mouth referrals
A spectrum of goals 4
The spectrum
Start
Short term, measurable ROI
Growing more comfortable with video
ROI = time saved + inbound traffic
Team is fully on board with video
Leveraging the emotional power of video
Acknowledge direct ROI will be tough to measure
Getting started with video 4
“Now what?”
The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid?
The Concept
The Script
The Setup
Use the camera you already have.

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How to Set the Goals that will Accelerate Your Video Marketing Success

  1. 1. Ezra Fishman & Kristen Cra How to Set the Goals that will Accelerate Your Video Marketing Success
  2. 2. @ezrafishman #KISSwebinar Join Ezra on Twi er
  3. 3. @thecrafty #KISSwebinar Join Kristen on Twi er
  4. 4. Kristen Cra Director of Partnerships Wistia @thecra y
 Ezra Fishman Director of Marketing Wistia @ezrafishman
 Lenny Office Dog Your presenters
  5. 5. What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency
  6. 6. 1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers
  7. 7. WATCH WEBINAR RECORDING NOW
  8. 8. Thinking outside the box 1
  9. 9. The video box ! !
  10. 10. Too narrow of a lens !
  11. 11. A video is only a piece of the puzzle ! My Company
  12. 12. A product page from Hubspot !
  13. 13. We can’t talk about the goal of this image independent of the page
  14. 14. Same is true of this video
  15. 15. And this video
  16. 16. And this video
  17. 17. And this video
  18. 18. What are my goals for this video? ! !
  19. 19. What are my goals for this video? ! !
  20. 20. What are my goals for this video? ! How can video help me accomplish my goals for this page? ! ! ! ! !
  21. 21. What are my goals for this video? ! How can video help me accomplish my goals for this page? ! … for this email? ! ! !
  22. 22. What are my goals for this video? ! How can video help me accomplish my goals for this page? ! … for this email? ! … for this campaign? !
  23. 23. Examples of great integration 2
  24. 24. Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past a endees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s fine!
  25. 25. Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration
  26. 26. Goal = reduce support tickets related to a specific feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch • Set context for the feature and its use
  27. 27. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  28. 28. Video’s super powers 3
  29. 29. Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human
  30. 30. Explain complex topics
  31. 31. Explain complex topics Increased conversion by 10%
  32. 32. Explain complex topics
  33. 33. Explain complex topics Goals • Increase conversion rates • Increase traffic to key pages
  34. 34. Show how to …
  35. 35. Show how to …
  36. 36. Show how to …
  37. 37. Show how to …
  38. 38. Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traffic
  39. 39. Build trust
  40. 40. Build trust
  41. 41. Build trust
  42. 42. Build trust Goals • Increase sales qualified leads • Improve lead conversion rates • Supercharge recruiting efforts
  43. 43. Make your business more human
  44. 44. Make your business more human
  45. 45. Make your business more human
  46. 46. Make your business more human
  47. 47. Make your business more human
  48. 48. Make your business more human
  49. 49. Make your business more human 1,000 survey responses!
  50. 50. Make your business more human Goals • Build rapport with your audience • Get visitors to pay a ention and take action • Increase word of mouth referrals
  51. 51. A spectrum of goals 4
  52. 52. The spectrum
  53. 53. Start
  54. 54. Short term, measurable ROI
  55. 55. Growing more comfortable with video
  56. 56. ROI = time saved + inbound traffic
  57. 57. Team is fully on board with video
  58. 58. Leveraging the emotional power of video
  59. 59. Acknowledge direct ROI will be tough to measure
  60. 60. Ge ing started with video 4
  61. 61. “Now what?”
  62. 62. The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid?
  63. 63. The Concept
  64. 64. The Script
  65. 65. The Setup
  66. 66. Use the camera you already have
  67. 67. $100 DIY Lights
  68. 68. Get Loose!
  69. 69. h p://pages.wistia.com/kissmetrics Wistia XL Free Plan •5 videos • 10GB monthly bandwidth • Free for life
  70. 70. Question time! 5 h p://wistia.com/learning Kristen Cra @thecra y Ezra Fishman @ezrafishman
  71. 71. THANK YOU

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