The document discusses 10 examples of how a company called Buildium has used video marketing for various purposes such as announcing acquisitions, explaining features, sales outreach, customer stories, testimonials, and new products. For each example, the results and lessons learned are presented. Overall lessons include taking chances with new video ideas, leveraging company personality, and ensuring good execution and equipment for video production.

1. 10 Ways Mere Mortals
Use Video Marketing
(and lessons learned along the way)
#WistiaFest / @buildium @thadpeterson

2. #WistiaFest / @buildium @thadpeterson

3. Chris’s video kit &
costs
$45,000
$25,000
$10,000
$1,000
$81,800
$800
$600
$500
$1,000
$50
$50/mo
($600/yr)
$800
$250
$3,800
Thad’s video kit &
costs

4. #WistiaFest / @buildium @thadpeterson

5. #WistiaFest / @twitter-handle
Example #1:
Announcement of an
Acquisition

6. #WistiaFest / @buildium @thadpeterson

7. #WistiaFest / @buildium @thadpeterson

8. #WistiaFest / @twitter-handle
Results
• Preformed okay on the blog
✦
21% play rate
✦
70% engagement
• Featured it in our app and on
closed tickets - 782 plays
• Clear drop on the tail

9. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Look for creative ways to
promote your videos
(closed tickets, in the
app, email signatures,
etc)
✓ Beware of the slow close

10. #WistiaFest / @twitter-handle
Example #2:
Animated explainer
video

12. #WistiaFest / @buildium @thadpeterson

13. #WistiaFest / @twitter-handle
Results
• 600+ Leads for All Property
Management
• 83% engagement rate
• $80K in revenue

14. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Let people try new things
✓ In-app messaging works
✓ Video on a landing page
is very effective
✓ Leverage in-house talent

15. #WistiaFest / @twitter-handle
Example #3:
Using video for sales
outreach

17. Chris, can we insert a bunch of
terrible takes and miscues by
Pete (maybe 4 or 5 botched tries)
#WistiaFest / @buildium @thadpeterson

18. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Steal shamelessly
✓ Get a teleprompter

19. #WistiaFest / @twitter-handle
Example #4:
Using video for sales
outreach, take 2

22. Customer Success Outreach
#WistiaFest / @buildium @thadpeterson

23. Customer Success Outreach
#WistiaFest / @buildium @thadpeterson

24. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Teleprompter is the
best video equipment
investment we’ve made
✓ Our sales guys aren’t
so good with following
instructions

25. #WistiaFest / @twitter-handle
Example #5:
Feature specific videos

26. Whould you rather watch a
video or read about what
Buildium can do for you?
57%
43%
Read
Watch a video

29. What the heat map says
#WistiaFest / @buildium @thadpeterson

30. #WistiaFest / @twitter-handle
Results
• These videos mades up 70% of
video views since launch in
August
• Narrated videos were getting
about 6K views/month
• Engagement rates were
between 74-84%
• Been a boon to organic traffic to
our feature pages
Redesigned feature pages launch

31. Video now
below the fold

32. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Short is beautiful
✓ Video can be great for
SEO
✓ Use tools like hotter to
help assess video

33. #WistiaFest / @twitter-handle
Example #6:
Customer story

36. #WistiaFest / @twitter-handle
Results
• Modest number of views
• OK engagement

37. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Helps build a brand story
✓ Logistical nightmare
✓ Judging characters
remotely can be tough
✓ Stats show it's all about
page placement (and it's
not placed well)

38. #WistiaFest / @twitter-handle
Example #7:
Animated explainer,
Take 2

41. #WistiaFest / @twitter-handle
Results
• Enforces brand
• CMO and CEO love it;
audiences, not so much
• Not a great performance for a
paid traffic page
• High play rates show people
want PPC videos

42. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Sometimes your CMO
— or even your CEO
— doesn’t know best.
✓ Having stats to show
them can be really
helpful

43. #WistiaFest / @twitter-handle
Example #8:
Customer Care overview

44. #WistiaFest / @buildium @thadpeterson

45. #WistiaFest / @twitter-handle
Results
• 83% engagement - people like
people
• Proof of concept for later story
pieces

46. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Saying “yes” to
employees who want
to take a risk is good
form
✓ That doesn’t mean
you need to go
overboard

47. #WistiaFest / @twitter-handle
Example #9:
Customer testimonials

50. #WistiaFest / @twitter-handle
Results
• 1099 revenue was up 30% for
the company in 2016

51. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Get specific with
customer testimonials
✓ Testimonials are also
great for employee
morale
✓ Good lens makes a
world of difference

52. #WistiaFest / @twitter-handle
Example #10:
New features &
products

54. #WistiaFest / @twitter-handle
Results
• Cumulatively, more than 10K
plays
• Human touch to differentiate us
• Reinforces the fact we’re
continually improving

55. #WistiaFest / @buildium @thadpeterson
Lessons
learned
✓ Highlight your people
✓ Establish video as part
of the standard
checklist for feature/
product launches
✓ Do table reads

56. #WistiaFest / @buildium @thadpeterson
In conclusion…

57. #WistiaFest / @buildium @thadpeterson
Top lessons:
• Take chances
• Steal shamelessly
• Let the personality of your company come
through and be inclusive
• Don’t confuse bad ideas with bad execution
• Equipment matters (audio/lens choice/
teleprompter)