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Casey Henry!
@caseyhen
!
casey@wistia.com
1
Using Video (and Wistia) to
Create a More Efficient Funnel
2
Marketing
!
!
Content
Marketing
!
!
Funnel !
Marketing
Video Marketing Video Marketing
Tip of the Iceberg
3#WistiaFest @caseyhen
Video Marketing
In Your Funnel
4
Video Content & The Fold
5#WistiaFest @caseyhen
6#WistiaFest @caseyhen
Each Zone is
250 Pixel in
Height
7#WistiaFest @caseyhen
8#WistiaFest @caseyhen
9#WistiaFest @caseyhen
Custom Thumbnails
35% Increase In Play Rate
10#WistiaFest @caseyhen
Custom Play Button
19% Increase In Play Rate
11#WistiaFest @caseyhen
SEO & Video
12
Remember These Days?
13#WistiaFest @caseyhen
14#WistiaFest @caseyhen
15
Video Marketing Is
About More Than Just
Video Snippets!
#WistiaFest @caseyhen
What About YouTube!
16#WistiaFest @caseyhen
Your Home vs. Playground
17
http://bit.ly/youtube-playground
#WistiaFest @caseyhen
Go Where Your
Audience Is
18#WistiaFest @caseyhen
Treat YouTube & Vimeo as
Social Networks
19#WistiaFest @caseyhen
Treat YouTube & Vimeo as
Social Networks
20#WistiaFest @caseyhen
What’s Left of Video SEO?
21
Meta Tags Needed for Context
iFrames
Video Search Tab
Enjoy Structured Data for Now
#WistiaFe...
PPC & Video
22
Quality Scores & Video
23#WistiaFest @caseyhen
24
Quality Score Test
20 Different Landing Pages
10 Different Keywords
1 With Video & 1 Without Video
3 Different Accounts...
Quality Score Results
25#WistiaFest @caseyhen
Video Pages Did
See Higher
Conversion Rates
26#WistiaFest @caseyhen
Quality Score Results
Pages with higher
conversion rates
saw increase in
quality score
27#WistiaFest @caseyhen
Quality Score Results
Test Was Too Small, More
Tests Needed
28#WistiaFest @caseyhen
How Are Companies
Using Video
w/Paid Landing Pages?
29#WistiaFest @caseyhen
100,000 Keywords
30#WistiaFest @caseyhen
375,000 Landing Pages
31#WistiaFest @caseyhen
145,000 Domains
32
13% of Landing Pages
#WistiaFest @caseyhen
<1% Had Video
33#WistiaFest @caseyhen
34#WistiaFest @caseyhen
PPC Landing Pages
Should Drive Conversions
35#WistiaFest @caseyhen
Videos Can Help Increase
Those Conversion
36#WistiaFest @caseyhen
Give a Clear CTA When
The Video Ends
37#WistiaFest @caseyhen
Other Ways Video Help
Paid Landing Pages
38#WistiaFest @caseyhen
Bounce Rate
39#WistiaFest @caseyhen
Time on Page
40#WistiaFest @caseyhen
Pages Per Session
41#WistiaFest @caseyhen
Video Needs Text
For Context
42#WistiaFest @caseyhen
43
Poor Landing Page
#WistiaFest @caseyhen
44
Retargeting & Video
45
Retargeting is about
Segmentation
46#WistiaFest @caseyhen
Fire pixel on
completion of video.
47#WistiaFest @caseyhen
Wistia!
http://bit.ly/wistia-events
!
Vimeo!
http://bit.ly/vimeo-events
!
YouTube!
http://bit.ly/youtube-events
48#WistiaF...
15-20% increase in
conversion after viewing
first video and retargeted.
49#WistiaFest @caseyhen
Customers
50#WistiaFest @caseyhen
Landing Pages With Video
51#WistiaFest @caseyhen
Facebook RHC
52#WistiaFest @caseyhen
Twitter Retargeting
53#WistiaFest @caseyhen
Autoplay on Landing?
54#WistiaFest @caseyhen
Minimal Effect on Metrics
55#WistiaFest @caseyhen
Prospecting & Video
56
Preroll Video
57#WistiaFest @caseyhen
58#WistiaFest @caseyhen
Brand Awareness Play
Most Clicks Bounce
59#WistiaFest @caseyhen
Facebook Prospecting
60#WistiaFest @caseyhen
Again, Stick to RHC


NewsFeed
Underperformed
61#WistiaFest @caseyhen
Facebook’s Ad Exchange
Rules Make Things
Semi-Difficult
62#WistiaFest @caseyhen
Organic Facebook Video
Defaults With No Sound
63#WistiaFest @caseyhen
Your Funnel & Video
64
Limit Video Use
In Your Funnel
65#WistiaFest @caseyhen
Yes, I Said That
66#WistiaFest @caseyhen
Videos Should Convey
Different Messages
67#WistiaFest @caseyhen
Product Explainer Video
Increase Conversion By 35%
For Those That Complete
68#WistiaFest @caseyhen
Spikes in Engagement
69#WistiaFest @caseyhen
Social & Video
70
Twitter’s Native Video
Brands Still Unsure of Uses
71#WistiaFest @caseyhen
Twitter Ads Tip
72#WistiaFest @caseyhen
Clearbit.com
73#WistiaFest @caseyhen
Twitter Segments
74#WistiaFest @caseyhen
Clearbit.com
75#WistiaFest @caseyhen
Target Twitter Handles
76#WistiaFest @caseyhen
250% Increase in
Engagement & Follows
77#WistiaFest @caseyhen
Wrapping Things Up
78
79#WistiaFest @caseyhen
Video is Primarily Being
Used for Blog Content
80#WistiaFest @caseyhen
But.....
We Are In The Early
Stages of Something Big
81#WistiaFest @caseyhen
Video for SEM Campaigns
is Still Underutilized
82#WistiaFest @caseyhen
Now is the Time to Get the
Upper Hand on the
Competition
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Using Video (and Wistia) to Create a More Efficient Funnel | WistiaFest 2015

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Using Video (and Wistia) to Create a More Efficient Funnel

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Using Video (and Wistia) to Create a More Efficient Funnel | WistiaFest 2015

  1. 1. Casey Henry! @caseyhen ! casey@wistia.com 1 Using Video (and Wistia) to Create a More Efficient Funnel
  2. 2. 2 Marketing ! ! Content Marketing ! ! Funnel ! Marketing Video Marketing Video Marketing
  3. 3. Tip of the Iceberg 3#WistiaFest @caseyhen
  4. 4. Video Marketing In Your Funnel 4
  5. 5. Video Content & The Fold 5#WistiaFest @caseyhen
  6. 6. 6#WistiaFest @caseyhen Each Zone is 250 Pixel in Height
  7. 7. 7#WistiaFest @caseyhen
  8. 8. 8#WistiaFest @caseyhen
  9. 9. 9#WistiaFest @caseyhen
  10. 10. Custom Thumbnails 35% Increase In Play Rate 10#WistiaFest @caseyhen
  11. 11. Custom Play Button 19% Increase In Play Rate 11#WistiaFest @caseyhen
  12. 12. SEO & Video 12
  13. 13. Remember These Days? 13#WistiaFest @caseyhen
  14. 14. 14#WistiaFest @caseyhen
  15. 15. 15 Video Marketing Is About More Than Just Video Snippets! #WistiaFest @caseyhen
  16. 16. What About YouTube! 16#WistiaFest @caseyhen
  17. 17. Your Home vs. Playground 17 http://bit.ly/youtube-playground #WistiaFest @caseyhen
  18. 18. Go Where Your Audience Is 18#WistiaFest @caseyhen
  19. 19. Treat YouTube & Vimeo as Social Networks 19#WistiaFest @caseyhen
  20. 20. Treat YouTube & Vimeo as Social Networks 20#WistiaFest @caseyhen
  21. 21. What’s Left of Video SEO? 21 Meta Tags Needed for Context iFrames Video Search Tab Enjoy Structured Data for Now #WistiaFest @caseyhen
  22. 22. PPC & Video 22
  23. 23. Quality Scores & Video 23#WistiaFest @caseyhen
  24. 24. 24 Quality Score Test 20 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
  25. 25. Quality Score Results 25#WistiaFest @caseyhen
  26. 26. Video Pages Did See Higher Conversion Rates 26#WistiaFest @caseyhen Quality Score Results
  27. 27. Pages with higher conversion rates saw increase in quality score 27#WistiaFest @caseyhen Quality Score Results
  28. 28. Test Was Too Small, More Tests Needed 28#WistiaFest @caseyhen
  29. 29. How Are Companies Using Video w/Paid Landing Pages? 29#WistiaFest @caseyhen
  30. 30. 100,000 Keywords 30#WistiaFest @caseyhen
  31. 31. 375,000 Landing Pages 31#WistiaFest @caseyhen
  32. 32. 145,000 Domains 32 13% of Landing Pages #WistiaFest @caseyhen
  33. 33. <1% Had Video 33#WistiaFest @caseyhen
  34. 34. 34#WistiaFest @caseyhen
  35. 35. PPC Landing Pages Should Drive Conversions 35#WistiaFest @caseyhen
  36. 36. Videos Can Help Increase Those Conversion 36#WistiaFest @caseyhen
  37. 37. Give a Clear CTA When The Video Ends 37#WistiaFest @caseyhen
  38. 38. Other Ways Video Help Paid Landing Pages 38#WistiaFest @caseyhen
  39. 39. Bounce Rate 39#WistiaFest @caseyhen
  40. 40. Time on Page 40#WistiaFest @caseyhen
  41. 41. Pages Per Session 41#WistiaFest @caseyhen
  42. 42. Video Needs Text For Context 42#WistiaFest @caseyhen
  43. 43. 43 Poor Landing Page #WistiaFest @caseyhen
  44. 44. 44
  45. 45. Retargeting & Video 45
  46. 46. Retargeting is about Segmentation 46#WistiaFest @caseyhen
  47. 47. Fire pixel on completion of video. 47#WistiaFest @caseyhen
  48. 48. Wistia! http://bit.ly/wistia-events ! Vimeo! http://bit.ly/vimeo-events ! YouTube! http://bit.ly/youtube-events 48#WistiaFest @caseyhen
  49. 49. 15-20% increase in conversion after viewing first video and retargeted. 49#WistiaFest @caseyhen
  50. 50. Customers 50#WistiaFest @caseyhen
  51. 51. Landing Pages With Video 51#WistiaFest @caseyhen
  52. 52. Facebook RHC 52#WistiaFest @caseyhen
  53. 53. Twitter Retargeting 53#WistiaFest @caseyhen
  54. 54. Autoplay on Landing? 54#WistiaFest @caseyhen
  55. 55. Minimal Effect on Metrics 55#WistiaFest @caseyhen
  56. 56. Prospecting & Video 56
  57. 57. Preroll Video 57#WistiaFest @caseyhen
  58. 58. 58#WistiaFest @caseyhen
  59. 59. Brand Awareness Play Most Clicks Bounce 59#WistiaFest @caseyhen
  60. 60. Facebook Prospecting 60#WistiaFest @caseyhen
  61. 61. Again, Stick to RHC 
 NewsFeed Underperformed 61#WistiaFest @caseyhen
  62. 62. Facebook’s Ad Exchange Rules Make Things Semi-Difficult 62#WistiaFest @caseyhen
  63. 63. Organic Facebook Video Defaults With No Sound 63#WistiaFest @caseyhen
  64. 64. Your Funnel & Video 64
  65. 65. Limit Video Use In Your Funnel 65#WistiaFest @caseyhen
  66. 66. Yes, I Said That 66#WistiaFest @caseyhen
  67. 67. Videos Should Convey Different Messages 67#WistiaFest @caseyhen
  68. 68. Product Explainer Video Increase Conversion By 35% For Those That Complete 68#WistiaFest @caseyhen
  69. 69. Spikes in Engagement 69#WistiaFest @caseyhen
  70. 70. Social & Video 70
  71. 71. Twitter’s Native Video Brands Still Unsure of Uses 71#WistiaFest @caseyhen
  72. 72. Twitter Ads Tip 72#WistiaFest @caseyhen
  73. 73. Clearbit.com 73#WistiaFest @caseyhen
  74. 74. Twitter Segments 74#WistiaFest @caseyhen
  75. 75. Clearbit.com 75#WistiaFest @caseyhen
  76. 76. Target Twitter Handles 76#WistiaFest @caseyhen
  77. 77. 250% Increase in Engagement & Follows 77#WistiaFest @caseyhen
  78. 78. Wrapping Things Up 78
  79. 79. 79#WistiaFest @caseyhen Video is Primarily Being Used for Blog Content
  80. 80. 80#WistiaFest @caseyhen But..... We Are In The Early Stages of Something Big
  81. 81. 81#WistiaFest @caseyhen Video for SEM Campaigns is Still Underutilized
  82. 82. 82#WistiaFest @caseyhen Now is the Time to Get the Upper Hand on the Competition

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