How to Use Video to Crush Your B2B Marketing Goals
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73% of B2B marketers say video positively impacts ROI. Video can also help B2B marketers build an emotional connection with their audience, scale their messaging, and generate leads. And yet, many marketers are hesitant to implement video into their content marketing mix. What if it flops? What if it doesn’t positively impact ROI? What if all of the hours and resources poured into producing a video went to waste? Time to push those “what ifs” aside. In this presentation, Wistia’s Phil Nottingham explains how to leverage video to crush your B2B marketing goals.
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How to Use Video to Crush Your B2B Marketing Goals
- 1. #uberwebinar @Uberflip @Wistia ! Phil Nottingham Video Strategist, Wistia @philnottingham How to Use Video To Crush Your B2B Marketing Goals Sam Brennand Director of Customer Success, Uberflip @SamBrennand
- 2. #uberwebinar @Uberflip @Wistia ! WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
- 3. #uberwebinar @Uberflip @Wistia ! WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺) Join in on
- 4. #uberwebinar @Uberflip @Wistia ! Stick Around For a Demo
- 5. #uberwebinar @Uberflip @Wistia ! (Typical) B2B Marketing Goals ✦ Brand Awareness ✦ Leads ✦ Conversions ✦ Retention ✦ Product/service Adoption ✦ Up-selling ✦ Word of Mouth
- 6. #uberwebinar @Uberflip @Wistia ! BENEDICT EVANS “Video is the new HTML”
- 7. #uberwebinar @Uberflip @Wistia ! Today I’m going to talk through… ✦ Lead-Gen ✦ Increasing Conversions ✦ Word of Mouth Marketing
- 9. #uberwebinar @Uberflip @Wistia ! Turnstiles
- 11. #uberwebinar @Uberflip @Wistia ! 24%16% 3.4% CONVERSION @ START CONVERSION @ MIDDLE CONVERSION @ END Conversion Rate by Location
- 12. #uberwebinar @Uberflip @Wistia ! 0! 10! 20! 30! 40! 50! 2.3x 4.5x Turnstile Conversion Rate by Location
- 13. The parts of a video Nose - Body - Tail
- 14. #uberwebinar @Uberflip @Wistia ! S O M E O N E I N T H E A U D I E N C E “What sort of content should we create to generate leads?”
- 16. #uberwebinar @Uberflip @Wistia ! Video Content For B2B Lead Gen ✦ Lectures ✦ Webinars ✦ Courses ✦ Interviews ✦ Workshops
- 19. #uberwebinar @Uberflip @Wistia ! Long Form ≠ One Take
- 20. Lead Nurturing
- 22. Video in Email
- 24. #uberwebinar @Uberflip @Wistia ! 300% increase in clicks vs regular image
- 27. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
- 28. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now
- 29. #uberwebinar @Uberflip @Wistia ! Authenticity > Professionalism
- 32. #uberwebinar @Uberflip @Wistia ! Show > Tell
- 33. #uberwebinar @Uberflip @Wistia ! Formula For a great product video ✦ 2 minutes, Max ✦ Quick Edit ✦ Lots of B-Roll ✦ A very tight script
- 34. #uberwebinar @Uberflip @Wistia ! Video SEO still matters…
- 35. #uberwebinar @Uberflip @Wistia ! In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed…
- 36. #uberwebinar @Uberflip @Wistia ! In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed… Awkward and time-consuming to manage
- 37. #uberwebinar @Uberflip @Wistia ! In GWMT or Robots.txt SCHEMA.ORG MARKUP VIA JSON-LD In the <head> of the page SCHEMA.ORG MARKUP VIA MICRO DATA In the <body> of the page VIDEO SITEMAP Ways of getting videos indexed… Awkward and time-consuming to manage Unreliable and can affect page speed Fast, reliable and unobtrusive
- 38. #uberwebinar @Uberflip @Wistia ! Customise your video player
- 39. #uberwebinar @Uberflip @Wistia ! Branded player colour = 19% increase in play rate
- 40. #uberwebinar @Uberflip @Wistia ! Create a custom thumbnail
- 41. #uberwebinar @Uberflip @Wistia ! Custom thumb = 35% increase in play rate
- 42. #uberwebinar @Uberflip @Wistia ! Think of thumbnails like movie posters
- 44. #uberwebinar @Uberflip @Wistia ! Use CTAs to drive next actions
- 46. #uberwebinar @Uberflip @Wistia ! Average CTR - 12.1%
- 48. #uberwebinar @Uberflip @Wistia ! Average CTR - 13.6% (+18%)
- 49. Goal 3: Word of Mouth
- 50. #uberwebinar @Uberflip @Wistia ! WoM Video Strategy Matrix WHAT SORT OF IMPRESSION SHOULD YOU BE AIMING FOR?
- 51. #uberwebinar @Uberflip @Wistia ! Challenger Established Dynamic Differentiation! Product Awareness! Stable Disruption! Mindshare! BRAND MARKET
- 52. #uberwebinar @Uberflip @Wistia ! Challenger Established Dynamic You’re different because…! Your stuff ! is awesome! Stable Everyone else! sucks! Cool story, bro! BRAND MARKET
- 53. #uberwebinar @Uberflip @Wistia ! Video works really well as Ego bait…
- 56. #uberwebinar @Uberflip @Wistia ! How Most Businesses Treat YouTube
- 58. #uberwebinar @Uberflip @Wistia ! Active Browsing Passive Browsing Restricted Media Type Fluid Media Type
- 59. #uberwebinar @Uberflip @Wistia ! Video = Aural + Visual
- 60. #uberwebinar @Uberflip @Wistia ! YouTube = Aural + Visual
- 61. #uberwebinar @Uberflip @Wistia ! Facebook = Aural + Visual
- 62. #uberwebinar @Uberflip @Wistia ! YouTube = Educate & Inform Facebook = Surprise & Delight
- 65. #uberwebinar @Uberflip @Wistia ! Why will people care? ✦ Educates / informs ✦ Makes them look good ✦ Parasocial relationships ✦ Provides shared experience ✦ Surprises ✦ Provides amusement ✦ Thrills or excites ✦ Supports political/social views
- 66. #uberwebinar @Uberflip @Wistia ! Measuring Success
- 67. #uberwebinar @Uberflip @Wistia ! Measuring the Success of Video Marketing ✦ Bullet ✦ Bullet ✦ Bullet ✦ Bullet Discovery Consideration Conversion Retention Objective Become aware of product/brand Become prospect Become customer Become retained customer/brand advocate Key Result 1 Number of engaged actions! Leads Generated! Conversion rate! Renewals/new purchases! Key Result 2 Engaged action rate! Returning Visits! Number of assisted conversions! Returning visits! Key Result 3 Views! Watch Time! Sign-ups! Referrals through recommendations!
- 68. #uberwebinar @Uberflip @Wistia ! S O M E O N E I N T H E A U D I E N C E “How can I work out if my ideas are any good?”
- 69. #uberwebinar @Uberflip @Wistia ! Made to stick framework • Simple – Do I “get it” on first glance? • Unexpected – Was I surprised and intrigued? • Concrete – Is it “real”? • Credible – Does it align with your brand effectively? • Emotional – Does it make you feel something? • Story – Is there a clear beginning, middle and end? • Shareable – Would I look good sharing this?
- 70. #uberwebinar @Uberflip @Wistia ! Thank you!
- 71. #uberwebinar @Uberflip @Wistia ! QUESTION TIME! Phil Nottingham Video Strategist, Wistia @philnottingham hub.uberflip.com Sam Brennand Director of Customer Success, Uberflip @SamBrennand