It's very easy to get enamored by the power of video and forget that success with this medium requires a sound approach and a clear strategy. In this presentation, I explore an approach to online video that every business - not just Red Bull and Old Spice - can take to build brand awareness and loyalty... and most of all, become more human.

1. Ezra Fishman
June 2014
A Different Approach
to Video Marketing

2. This is me.

3. These are my credentials
80,000
14
10

4. These are my credentials
http://wistia.com/blog/music-for-business-video

5. Inbound Marketing

6. Inbound Marketing
(secret ingredient)
Trust

7. The Trust Bank

8. Trust Credits
• Information when I’m
looking for it
• Teaching and asking nothing
(or little) in return
• Being honest & transparent
• A personal touch

9. Trust Debits
• The pushy salesperson
• Talking only about yourself
and your product
• A machine, when I’m
expecting a human
• Low quality content

10. A Trust Surplus

11. A Trust Surplus

12. A Trust Surplus

13. Trust is good.

14. What is video?

15. Moving pictures + sound

16. Another medium to share
information and communication

17. Do you use text in your marketing?
Why?

18. Do you use images?
Why?

19. Do you use videos?

20. We use video at Wistia because …
• Video lets us communicate
complicated, visual things
• Video helps us show off our
personality
• Video lets us connect emotionally
• Video makes us more human

21. Video helps build trust.

22. A few examples

28. I’m scared of robot dentists.

33. http://www.charlesriverdental.com/

34. Hi Marta, I’m Ezra.

35. Make a personal connection.

37. Hi Ezra,
!
Sorry I missed you earlier.

38. Be a human.

41. http://www.wisegrass.com/2010/11/11/is-it-too-late-to-overseed-this-fall-probably/

42. Be a friendly human.

43. Video builds TRUST.

44. And this is a hard sell to your boss.

45. Where’s the short term, measurable ROI in
building trust with video?

46. Start closer to the $’s

47. The video spectrum

50. Conversion rate increase of 10%

52. Conversion Videos
• Screen recording software
• Screenflow, Camtasia, Screenr
• DIY animation tools
• Animoto, GoAnimate, PowToon
• Explainer video companies
• Explainify, Demo Duck, Grumo Media

55. http://moz.com/blog/ugly-website-holding-back-marketing-efforts-whiteboard-friday

56. Teaching Videos
• Limited amount to sell, infinite amount to
teach
• Bring a human element to your blog or
support
• ROI = time saved by scaling communication

58. https://www.zendesk.com/company/careers

60. http://blog.mailchimp.com/v8/

63. http://wistia.com/blog/content-and-events-survey-2013

64. 1,000 survey responses!

65. Feeling Videos
• Focus on authenticity
• Look for opportunities to connect
• Take some risks
• Acknowledge that it will be hard to measure

66. The video spectrum
Start

67. The Trust Bank

68. A Trust Surplus

69. http://wistia.com/learning

70. Your first video will be your worst.

71. Measure, then improve.
• Every video should be better than the last
• Learn from what does and does not interest your audience

72. Thank you.

73. @ezrafishman
http://wistia.com/inboundday
Free XL Wistia Account