MNSearch Summit
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The document discusses how 2015 is the year of video marketing and provides tips for using video throughout the marketing funnel. Some key points include: - Video marketing can be used at various stages of the funnel from awareness to retargeting. - Placement of videos on websites is important, with the fold being a prime location. - Custom thumbnails and play buttons can increase video play rates. - Videos should be targeted to the appropriate network like Facebook's right-hand column. - Retargeting viewers who watched part of a video can increase conversions by 15-20%. - Marketers are still underutilizing video for paid campaigns and it remains an opportunity.
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- 1. 1 Using Video to Create a More Efficient Funnel
- 2. Casey Henry Currently working at Wistia on the marketing team managing SEM, SEO, Data Analysis, and PPC. 4 years working at Moz in Seattle on their Marketing and Engineering teams. SEO consultant & developer before working with Moz. 2
- 3. About Wistia Wistia is a video marketing platform that combines world class video hosting, marketing tools and video analytics. Hosting over 4 million videos 175,000 customers hosting videos Played video for billions of users 40ish employees Based in Cambridge, MA http://wistia.com/ 3
- 4. 4 2013, 2014, 2015 The Year of Video
- 6. Why 2015 IS The Year for Video 6#mnsummit @caseyhen
- 7. Why 2015 IS The Year for Video Reduction In Cost of Equipment 7#mnsummit @caseyhen
- 8. 8#mnsummit @caseyhen Why 2015 IS The Year for Video Reduction In Cost of Equipment
- 9. Availability of Success Metrics 9 The Days of Play/View Counts Are Over #mnsummit @caseyhen Why 2015 IS The Year for Video
- 10. Native Facebook/Twitter Video 10#mnsummit @caseyhen Why 2015 IS The Year for Video
- 11. Faster Internet Speeds 11 Source: Akamai #mnsummit @caseyhen Why 2015 IS The Year for Video
- 13. Video Marketing In Your Content 13
- 14. Video Marketing You Know 14#mnsummit @caseyhen
- 15. Video Often Cannot Stand On It’s Own 15#mnsummit @caseyhen
- 16. Video = Content Video = Form 16 - Phil Nottingham (Distilled) #mnsummit @caseyhen
- 17. Video & Site Metrics 17#mnsummit @caseyhen
- 18. Video Can Take Time To Get Right, Test! 18#mnsummit @caseyhen
- 20. Tip of the Iceberg 20#mnsummit @caseyhen
- 22. Video Marketing In Your Funnel 22
- 23. Video & The Fold 23#mnsummit @caseyhen
- 24. 24#mnsummit @caseyhen Each Zone is 250 Pixel in Height
- 28. Custom Thumbnails 35% Increase In Play Rate 28#mnsummit @caseyhen
- 29. Custom Play Button 19% Increase In Play Rate 29#mnsummit @caseyhen
- 33. Brand Awareness Play Most Clicks Bounce 33#mnsummit @caseyhen
- 35. Use RHC for Sales Material Use Newsfeed for Content Material 35#mnsummit @caseyhen
- 36. Facebook’s Ad Exchange Rules Make Things Semi-Difficult 36#mnsummit @caseyhen
- 37. Native Facebook Video Defaults With No Sound 37#mnsummit @caseyhen
- 38. SEO & Video 38
- 39. Remember These Days? 39#mnsummit @caseyhen
- 40. 40 Video Marketing Is About More Than Just Video Snippets! #mnsummit @caseyhen
- 41. What About YouTube! 41#mnsummit @caseyhen
- 42. Your Home vs. Playground 42 http://bit.ly/youtube-playground #mnsummit @caseyhen
- 43. Create and Measure Video KPIs 43#mnsummit @caseyhen
- 44. Go Where Your Audience Is 44#mnsummit @caseyhen
- 45. What’s Left of Video SEO? 45 Meta Tags Needed for Context iFrames Video Search Tab Enjoy Structured Data for Now #mnsummit @caseyhen
- 46. PPC & Video 46
- 47. How Are Companies Using Video w/Paid Landing Pages? 47#mnsummit @caseyhen
- 49. 375,000 Landing Pages 49#mnsummit @caseyhen
- 50. 13% of Landing Pages 50#mnsummit @caseyhen
- 52. 0.25% Had Video 938 Pages 52#mnsummit @caseyhen
- 53. Videos Can Help Increase Those Conversion 53#mnsummit @caseyhen
- 54. Give a Clear CTA When The Video Ends 54#mnsummit @caseyhen
- 55. 55 Poor Landing Page #mnsummit @caseyhen
- 56. 56
- 57. Your Funnel & Video 57
- 58. Limit Video Use In Your Funnel 58#mnsummit @caseyhen
- 59. Videos Should Convey Different Messages 59#mnsummit @caseyhen
- 60. Product Explainer Video Increase Conversion By 35% For Those That Complete 60#mnsummit @caseyhen
- 61. Spikes in Engagement 61#mnsummit @caseyhen
- 63. Retargeting is about Segmentation 63#mnsummit @caseyhen
- 64. Fire pixel on completion of video. 64#mnsummit @caseyhen
- 65. 15-20% increase in conversion after viewing first video and retargeted. 65#mnsummit @caseyhen
- 68. It’s about connecting to your audience... 68#mnsummit @caseyhen
- 69. Drive to website for conversions after connection 69#mnsummit @caseyhen
- 70. Go to the network where your customers are! 70#mnsummit @caseyhen
- 71. Use video to tease out your content 71#mnsummit @caseyhen
- 80. Native Video 80#mnsummit @caseyhen Facebook more cost effective Twitter’s new autoplay feature may help
- 82. 82#mnsummit @caseyhen Video is Primarily Being Used for Blog Content
- 83. 83#mnsummit @caseyhen But..... We Are In The Early Stages of Something Big
- 84. 84#mnsummit @caseyhen Video for Paid Campaigns is Still Underutilized
- 85. 85#mnsummit @caseyhen Now is the Time to Get the Upper Hand on the Competition
- 86. 86#mnsummit @caseyhen Resources if new to video Wistia Community http://wistia.com/community Wistia Learning Center http://wistia.com/learning