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Uploaded byCasey Henry
MNSearch Summit
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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MNSearch Summit
- 1. 1 Using Video toCreate a More Efficient Funnel
- 2. Casey Henry Currently workingat 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 isa 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, 2015The Year of Video
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- 6. Why 2015 ISThe Year for Video 6#mnsummit @caseyhen
- 7. Why 2015 ISThe Year for Video Reduction In Cost of Equipment 7#mnsummit @caseyhen
- 8. 8#mnsummit @caseyhen Why 2015IS The Year for Video Reduction In Cost of Equipment
- 9. Availability of SuccessMetrics 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
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- 13. Video Marketing In YourContent 13
- 14. Video Marketing YouKnow 14#mnsummit @caseyhen
- 15. Video Often Cannot StandOn It’s Own 15#mnsummit @caseyhen
- 16. Video = Content Video= Form 16 - Phil Nottingham (Distilled) #mnsummit @caseyhen
- 17. Video & SiteMetrics 17#mnsummit @caseyhen
- 18. Video Can TakeTime To Get Right, Test! 18#mnsummit @caseyhen
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- 20. Tip of theIceberg 20#mnsummit @caseyhen
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- 22. Video Marketing In YourFunnel 22
- 23. Video & TheFold 23#mnsummit @caseyhen
- 24. 24#mnsummit @caseyhen Each Zoneis 250 Pixel in Height
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- 28. Custom Thumbnails 35% IncreaseIn Play Rate 28#mnsummit @caseyhen
- 29. Custom Play Button 19%Increase In Play Rate 29#mnsummit @caseyhen
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- 33. Brand Awareness Play MostClicks Bounce 33#mnsummit @caseyhen
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- 35. Use RHC for SalesMaterial Use Newsfeed for Content Material 35#mnsummit @caseyhen
- 36. Facebook’s Ad Exchange RulesMake Things Semi-Difficult 36#mnsummit @caseyhen
- 37. Native Facebook Video DefaultsWith No Sound 37#mnsummit @caseyhen
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- 39. Remember These Days? 39#mnsummit@caseyhen
- 40. 40 Video Marketing Is AboutMore 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 VideoKPIs 43#mnsummit @caseyhen
- 44. Go Where Your AudienceIs 44#mnsummit @caseyhen
- 45. What’s Left ofVideo SEO? 45 Meta Tags Needed for Context iFrames Video Search Tab Enjoy Structured Data for Now #mnsummit @caseyhen
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- 47. How Are Companies UsingVideo w/Paid Landing Pages? 47#mnsummit @caseyhen
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- 49. 375,000 Landing Pages 49#mnsummit@caseyhen
- 50. 13% of LandingPages 50#mnsummit @caseyhen
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- 52. 0.25% Had Video 938Pages 52#mnsummit @caseyhen
- 53. Videos Can HelpIncrease Those Conversion 53#mnsummit @caseyhen
- 54. Give a ClearCTA When The Video Ends 54#mnsummit @caseyhen
- 55. 55 Poor Landing Page #mnsummit@caseyhen
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- 57. Your Funnel &Video 57
- 58. Limit Video Use InYour Funnel 58#mnsummit @caseyhen
- 59. Videos Should Convey DifferentMessages 59#mnsummit @caseyhen
- 60. Product Explainer Video IncreaseConversion By 35% For Those That Complete 60#mnsummit @caseyhen
- 61. Spikes in Engagement 61#mnsummit@caseyhen
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- 64. Fire pixel on completionof video. 64#mnsummit @caseyhen
- 65. 15-20% increase in conversionafter viewing first video and retargeted. 65#mnsummit @caseyhen
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- 68. It’s about connectingto your audience... 68#mnsummit @caseyhen
- 69. Drive to websitefor conversions after connection 69#mnsummit @caseyhen
- 70. Go to thenetwork where your customers are! 70#mnsummit @caseyhen
- 71. Use video to teaseout your content 71#mnsummit @caseyhen
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- 80. Native Video 80#mnsummit @caseyhen Facebookmore cost effective Twitter’s new autoplay feature may help
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- 82. 82#mnsummit @caseyhen Video isPrimarily Being Used for Blog Content
- 83. 83#mnsummit @caseyhen But..... We AreIn The Early Stages of Something Big
- 84. 84#mnsummit @caseyhen Video forPaid Campaigns is Still Underutilized
- 85. 85#mnsummit @caseyhen Now isthe Time to Get the Upper Hand on the Competition
- 86. 86#mnsummit @caseyhen Resources ifnew to video Wistia Community http://wistia.com/community Wistia Learning Center http://wistia.com/learning