Get the Most Out of Marketing with Video

@TwitterHandle • #CMWorld
Get the Most out of Your
Marketing with Video
Stacy Adams
Head of Marketing, GoAnimate
@atl2oz
@atl2oz • #CMWorld

AGENDA
AGENDA
• State of video marketing today
• Integrating video into your content strategy
• How to make and share your videos
• Measuring success
• Questions

AGENDA
1 State of Video Marketing

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
VIDEO HAS IMPACT
• Including video in an email leads to a
200-300% increase in click through rate.
• Including video on a landing page can
increase conversion by 80%.
• 7 in 10 people view brands in a more
positive light after watching interesting
video content from them.
Sources: Forrester, Unbounce, Axonn Research

71% of marketers say that video
conversion rates consistently outperform
other marketing content.
Source: Explainify

GA LANDING PAGE WITH VIDEO
GA LANDING PAGE WITHOUT VIDEO

TYPES of
VIDEO USED
by B2B
MARKETERS
Source: Regalix
6%
11%
11%
15%
20%
22%
24%
38%
38%
44%
49%
51%
51%
55%
64%
76%
vine
viral videos
documentary
product reviews
vlogs
expert talks
presentations
on location/at event
animations
case study
interview
tutorial
testimonials
webinar
product demos
corporate videos

The most commonly cited content marketing
challenge is lack of resources to create content.
Source: Regalix

MOST
EFFECTIVE
& DIFFICULT
CONTENT
TYPES
according to marketers
Source: Ascend2
6%
8%
13%
31%
34%
50%
50%
59%
10%
24%
28%
54%
43%
36%
30%
46%
news releases
photos/illustrations
eNewsletters
articles/case studies
infographics
research/white papers
webinars
videos
most effective
most difficult

Producing a video may seem too
involved or too expensive, but
innovations in production tools have
made video much easier to produce
and powerful enough to drive serious
engagement and conversion.

AGENDA
2 Integrating Video into Your
Content Strategy

VIDEO ENHANCES MANY CHANNELS
• Email
• Landing pages
• Webinars
• eBooks
• Social
• Websites
• Events

BUT IT’S NOT A SILVER BULLET
Questions to ask…
1. Who are you targeting?
2. What is your message?
3. At what stage of the funnel?
4. What do you want them to do (conversion)?
5. What channels are best?
6. How will you measure success?

@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@atl2oz • #CMWorld
the device
the message

WHEN TO USE VIDEO in
CONTENT MARKETING
EDUCATE
ENHANCE
ENTERTAIN

EDUCATE
Video is perfect for product or concept explainers and
complex concepts that can be better understood visually

ENHANCE
Video supports many other types of content, adds kick to
landing pages, and provides visual relief to longer forms
like white papers or eBooks

ENTERTAIN
Video is way to bring storytelling to life in both business
and consumer communication

AGENDA
3 How to Make and Share
Your Videos

TYPES of VIDEO to
CONSIDER
• Live action
• Green screen
• Animation
• Hybrid

PROS & CONS
Live action
polished, professional | expensive, time-consuming
Green screen
personal, warm | can be boring, requires equipment/space
Animation
creative, fewer resources required | cartoonish

BUILDING A KILLER VIDEO
Script
Include both visual & audio elements
Storyboard
Elaborate on your script visually
Characters & Themes
Consider locations, outfits and props
Data
Showcase data with charts and graphs
Audio
Use voiceover or go DIY
Music
Add mood or atmosphere with music
Sound Effects
Create a richer video experience

RELEASING YOUR
VIDEO into THE WILD
• Hosting
• Customization
• Calls to action
• Generating leads

RELEASING YOUR VIDEO into THE WILD
HOSTING
Consider how you’ll be measuring
the success of your video and what
provider can provide seamless
hosting and powerful analytics.
CUSTOMIZATION
According to Wistia, simply
adjusting player color can improve
play rate by 19% & adding a unique
thumbnail improves it by 35%.
CALLS-TO-ACTION
Adding an in-video CTA can drive
your viewer to take additional action
while you’ve got their attention.
Time it right for best results.
GENERATING LEADS
Use an in-video email collector as a
more advanced CTA. Videos with a
form within the first 20% of play earn
a 43% conversion rate.

AGENDA
4 Measuring Success

UNDERSTANDING
VIDEO ANALYTICS
• View count
• Play rate
• Engagement

UNDERSTANDING VIDEO ANALYTICS
VIEW COUNT
How many people click play and
watch your video. Measures reach
and is useful for videos created to
generate awareness.
Increase view count by:
• Encouraging sharing – enable
Twitter, Facebook and email
links
• Using paid promotion
• Sharing your content with
influencers – leverage networks
outside of your own to grow your
audience

PLAY RATE
The percent of page visitors who
clicked play and started watching
your video. Helps you understand if
your video is contextualized
properly.
Increase play rate by:
• Moving the video to another
page, where it might be more
relevant
• Making the video embed larger
if it’s a key part of the page
• Changing your thumbnail to
something intriguing and friendly

ENGAGEMENT
The percentage of your video that
the average viewer watches.
Indicates how engaged your
audience is with your content or how
well your video holds their attention.
Increase engagement by:
• Keeping videos clear and
concise – make your videos as
long as they need to be to
convey your message, not longer
• Making sure the video is fulfilling
your viewers’ expectations
• Splitting long videos into shorter
ones so viewers can direct their
own experience

GET A FREE
TRIAL OF
GOANIMATE
goanimate.com

Get the Most Out of Marketing with Video

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to Get the Most Out of Marketing with Video

Similar to Get the Most Out of Marketing with Video (20)

Recently uploaded

Recently uploaded (20)

Get the Most Out of Marketing with Video

Editor's Notes