Video marketing is the most effective form of online advertising and can be a powerful driver for your sales organization. In this webinar, Charlotte Broadbent, the Director of Marketing at Lemonlight, will demonstrate the tops ways to successfully use video to guide your consumers through the sales funnel and the analytics you need to pay attention to. You'll learn: Top three ingredients to include in your video to turn website visitors into customers The KPIs you need to focus on to measure your success throughout your sales cycle Average engagements rates when using a video instead of text Which types of videos are most successful throughout your buyer's journey

1. The Top 3 Ingredients to Drive More
Sales Through Video Marketing
CHARLOTTE ROSENZWEIG, LEMONLIGHT

2. #Kisswebinar
@thuelmadsen
@Kissmetrics

3. THUE MADSEN CHARLOTTE ROSENZWEIG
Marketing Operations Manager, Kissmetrics Director of Marketing, Lemonlight
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmeetrics,
he was a Lyft driver in SF, which is also how he ended
up as a Kissmeetrics marketer. Whenever Thue is not
trying to automate everything around him, you can find
him hiking in the Sierras.
Charlotte Rosenzweig, the Director of Marketing at
Lemonlight, has a decade of marketing and technology
experience. She’s most known as an expert in
marketing automation and data driven-marketing funnels
for clients ranging from local businesses to Fortune 500
companies. Charlotte grew up in England and was also
a noted swimmer for Florida State University.
@ThueLMadsen @lemonlightmedia

4. #Kisswebinar
@lemonlightmedia
Lemonlight.com

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TABLE OF CONTENTS
1
2
3
Section One – Introduction
• The video marketing landscape in 2017
• Video vs. text - What are average engagement rates?
Section Two – How Video Can Turn Your Website Visitors into Customers
Section Three – Summary and Questions
• How to pick the right video for your website based on your buyer’s journey
• Three non-negotiables for your video
• The KPIs you need to focus on and how to measure these
• So, how does video help convert website visitors into customers?

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7. The Video Marketing
Landscape in 2017

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THE VIDEO MARKETING LANDSCAPE IN 2017

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THE VIDEO MARKETING LANDSCAPE IN 2017
More than one BILLION hours of YouTube video is
being watched every day.
That’s around 8.4 minutes per day, per person
around the world!

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VIDEO IS RAPIDLY CHARGING TO THE FOREFRONT OF MARKETING

11. Video vs. Text
What Are Average
Engagement Rates?

12. “A one minute video is worth 1.8 million words.
Dr. James McQuivey
Forrester
“Including video in a landing page can increase
conversion by 80%.
EyeView
“Companies which use videos in their marketing,
grow revenue 49% faster year-on-year, than
those who don’t.
Aberdeen Group

13. How to Pick the Right Video for
Your Website Based on Your
Buyer’s Journey
AND WHY IT MATTERS!

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THE TYPES OF VIDEOS FOUND ON WEBSITES

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THE BUYER’S JOURNEY

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THE BUYER’S JOURNEY

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THE BUYER’S JOURNEY

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THE BUYER’S JOURNEY

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BUT WHY DOES IT MATTER?
People digest content differently, depending on their
mindset. Someone who doesn’t even know what you
offer, doesn’t necessarily want to watch the same video
as someone who is looking to decide which product or
service they want to purchase. They are also going to be
looking at different pages on your website, depending on
which stage of the buyer’s journey they are in.
Conversions!

20. Three Non-Negotiables
for Your Video

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THREE NON-NEGOTIABLES FOR YOUR VIDEO
High Quality Content
Your video is a reflection of your brand. Make sure the
video is polished to instill confidence in your visitors.

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THREE NON-NEGOTIABLES FOR YOUR VIDEO
Call To Action (CTA)
Let your users know what you want them to do after
watching your video. Keep their journey in mind. The CTA
should be reflective of where the visitor is in the journey.

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THREE NON-NEGOTIABLES FOR YOUR VIDEO
Clear Messaging
Regardless of your video topic, the message should be clear
and concise. Visitors should be able to easily digest exactly
what you’re communicating by watching the video one time.

24. The KPIs You Need to
Focus on and How to
Measure These

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THE KPIs TO FOCUS ON

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HOW TO MEASURE YOUR KPIs

27. So, How Can Videos Help
Convert Your Visitors into
Customers?

28. LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

29. THUE MADSEN CHARLOTTE ROSENZWEIG
Marketing Operations Manager, Kissmetrics Director of Marketing, Lemonlight
@ThueLMadsen
tmadsen@kissmetrics.com charlotte@lemonlight.com
@lemonlightmedia
Questions?