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One Squared Presentation: Margot Da Cunha - Video as a Marketing Element

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Margot Da Cunha from Wistia gave a great presentation on video marketing and everything it can be used for.

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One Squared Presentation: Margot Da Cunha - Video as a Marketing Element

  1. 1. VIDEO AS A MARKETING ELEMENT: 3X PLAY RATES, CONVERT LEADS, AND UP ENGAGEMENT
  2. 2. #WistiaFest / @twitter-handle Hello! I’m Margot • Customer Success Manager at Wistia • Helps customers achieve their goals with video • Writes for the Wistia and WordStream blogs
  3. 3. #WistiaFest / @twitter-handle Fun Fact: My childhood nickname was “The Tank” Can you guess which one is me?
  4. 4. The Value of Video
  5. 5. But first, a brief history…
  6. 6. What was going down in 2006?
  7. 7. YouTube Made Online Video Possible
  8. 8. Businesses Were Not Making Video for the Web
  9. 9. Now we can’t go without videos!
  10. 10. By 2019, 80% of consumer internet traffic will be video. -Cisco
  11. 11. (Placeholder) 59% of senior executives report they’d rather watch a video than read text. - Forbes Insights
  12. 12. (Placeholder) 64% of consumers are more likely to buy a product after watching a video about it. –comScore
  13. 13. 73% of B2B marketers say video positively impacts ROI. -ReelSEO
  14. 14. The word “video” in an email subject line boosts open rates by 19%. -HubSpot
  15. 15. • Build a human connection • Generate leads & drive action • Learn from your viewers
  16. 16. #WistiaFest / @ChappyMargot Build a Human Connection
  17. 17. • Highest Click-Through- Rate • Increase in Meetings Booked • 75% Average Viewer Engagement
  18. 18. “It's great to be able to turn to the executive team and say… because of some very short videos we shot with our customer success consultants, we generated 20 new appointments to discuss a product that we just rolled out."
  19. 19. Record Videos
  20. 20. #WistiaFest / @ChappyMargot JOHNNY APPLESEED “Type a quote here.”
  21. 21. What we’ll cover Custom human thumbnail ~30% higher play rate Customize Player Color 19% higher play rate
  22. 22. TAKEAWAY: Use a Custom Thumbnail with a Smiling Human Face Making Eye Contact
  23. 23. AND PUT PEOPLE IN YOUR VIDEOS!
  24. 24. #WistiaFest / @ChappyMargot Drive Action Directly Through Your Videos
  25. 25. Generate Leads Directly in Your Videos!
  26. 26. Add Call-to-Actions linking to a URL
  27. 27. Add Annotation Links
  28. 28. SQL List Alert Sales!
  29. 29. Video Voicemails
  30. 30. 36.9% higher close rate!!!
  31. 31. We knock these out in 1.5-2 hours. They’re not perfect, the lightings kind of shotty, but it’s such a differentiating factor that really creates a personal connection with people on the fence and sways them towards us ultimately.
  32. 32. But when should you be using these features? Where should you be placing them within your videos? What copy should you be using in your CTA’s?
  33. 33. We analyzed data… • 3.6 million customizations • 481,514 Call to Actions • 15,000 turnstiles • From 324,015 Wistia-hosted videos
  34. 34. The average Turnstile conversation rate is 11%, but who wants to be average?
  35. 35. Placing a Turnstile in the first 10- 20% of the video lead to a 43% conversion rate!
  36. 36. #WistiaFest / @ChappyMargot Most people are placing their CTA’s at the end but… CTA’s in the middle receive > conversions
  37. 37. #WistiaFest / @ChappyMargot Identify places where a Call to Action would be *useful* #WistiaFest / @ChappyMargot
  38. 38. ***Power Words***
  39. 39. ***Action Words***
  40. 40. Make Timeline Actions Part of the Production Process
  41. 41. #WistiaFest / @ChappyMargot Learn from Your Viewers
  42. 42. Learn from viewers
  43. 43. What we’ll cover 1. Make it personal 2. Learn from viewers 3. Focus on lead gen (For illustrative purposes!)
  44. 44. Learn from viewers Shorter videos = higher engagement Greater understanding of Inbound Increased likelihood of new account
  45. 45. Learn from viewers Viewer engagement up from 50% to 65%
  46. 46. Individual viewer attribution
  47. 47. @ChappyMargot Cool, but we don’t do video…
  48. 48. Glowing angelically
  49. 49. Wistia’s studio setup ~$4,800 Wistia’s DIY setup 5D Mark III DSLR - $2,000 35mm 1.4 Sigma lens - $800 Cool lights & stands - $1,000 Mic & audio recorder- $650 Tripod- $250 Seamless paper roll- $50 iPhone video camera DIY lighting kit - $100 iPhone tripod adapter - $30 Basic tripod- $75 Seamless paper roll- $50 ~$250
  50. 50. Find our DIY lighting guide on Twitter @ChappyMargot
  51. 51. Making your first video guide on Twitter @ChappyMargot
  52. 52. Find the scripting guide on Twitter @ChappyMargot
  53. 53. Thank you! margotdc@wistia.com @ChappyMargot

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