Using Video (and Wistia) to Create a More Efficient Funnel | WistiaFest 2015

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2 likes•1,254 views

The document discusses using video marketing at various stages of the marketing funnel. It provides tips on using video on landing pages, for retargeting ads, and on social media platforms like Facebook, Twitter, and YouTube. While video is still underutilized for some digital marketing strategies, the document argues that video will become increasingly important and businesses should experiment with incorporating video into more areas of their marketing.

Marketing

Casey Henry!
@caseyhen
!
casey@wistia.com
1
Using Video (and Wistia) to
Create a More Efﬁcient Funnel

Tip of the Iceberg
3#WistiaFest @caseyhen

Video Content & The Fold
5#WistiaFest @caseyhen

6#WistiaFest @caseyhen
Each Zone is
250 Pixel in
Height

Custom Thumbnails
35% Increase In Play Rate
10#WistiaFest @caseyhen

Custom Play Button
19% Increase In Play Rate
11#WistiaFest @caseyhen

Remember These Days?
13#WistiaFest @caseyhen

15
Video Marketing Is
About More Than Just
Video Snippets!
#WistiaFest @caseyhen

What About YouTube!
16#WistiaFest @caseyhen

Your Home vs. Playground
17
http://bit.ly/youtube-playground
#WistiaFest @caseyhen

Go Where Your
Audience Is
18#WistiaFest @caseyhen

Treat YouTube & Vimeo as
Social Networks
19#WistiaFest @caseyhen

Treat YouTube & Vimeo as
Social Networks
20#WistiaFest @caseyhen

What’s Left of Video SEO?
21
Meta Tags Needed for Context
iFrames
Video Search Tab
Enjoy Structured Data for Now
#WistiaFest @caseyhen

Quality Scores & Video
23#WistiaFest @caseyhen

24
Quality Score Test
20 Different Landing Pages
10 Different Keywords
1 With Video & 1 Without Video
3 Different Accounts
Similar Spends But Different Markets
Same Time Periods
#WistiaFest @caseyhen

Quality Score Results
25#WistiaFest @caseyhen

Video Pages Did
See Higher
Conversion Rates
26#WistiaFest @caseyhen
Quality Score Results

Pages with higher
conversion rates
saw increase in
quality score
27#WistiaFest @caseyhen
Quality Score Results

Test Was Too Small, More
Tests Needed
28#WistiaFest @caseyhen

How Are Companies
Using Video
w/Paid Landing Pages?
29#WistiaFest @caseyhen

100,000 Keywords
30#WistiaFest @caseyhen

375,000 Landing Pages
31#WistiaFest @caseyhen

145,000 Domains
32
13% of Landing Pages
#WistiaFest @caseyhen

PPC Landing Pages
Should Drive Conversions
35#WistiaFest @caseyhen

Videos Can Help Increase
Those Conversion
36#WistiaFest @caseyhen

Give a Clear CTA When
The Video Ends
37#WistiaFest @caseyhen

Other Ways Video Help
Paid Landing Pages
38#WistiaFest @caseyhen

Pages Per Session
41#WistiaFest @caseyhen

Video Needs Text
For Context
42#WistiaFest @caseyhen

43
Poor Landing Page
#WistiaFest @caseyhen

Retargeting is about
Segmentation
46#WistiaFest @caseyhen

Fire pixel on
completion of video.
47#WistiaFest @caseyhen

Wistia!
http://bit.ly/wistia-events
!
Vimeo!
http://bit.ly/vimeo-events
!
YouTube!
http://bit.ly/youtube-events
48#WistiaFest @caseyhen

15-20% increase in
conversion after viewing
ﬁrst video and retargeted.
49#WistiaFest @caseyhen

Landing Pages With Video
51#WistiaFest @caseyhen

Twitter Retargeting
53#WistiaFest @caseyhen

Autoplay on Landing?
54#WistiaFest @caseyhen

Minimal Effect on Metrics
55#WistiaFest @caseyhen

Facebook Prospecting
60#WistiaFest @caseyhen

Again, Stick to RHC
 
NewsFeed
Underperformed
61#WistiaFest @caseyhen

Facebook’s Ad Exchange
Rules Make Things
Semi-Difﬁcult
62#WistiaFest @caseyhen

Organic Facebook Video
Defaults With No Sound
63#WistiaFest @caseyhen

Limit Video Use
In Your Funnel
65#WistiaFest @caseyhen

Yes, I Said That
66#WistiaFest @caseyhen

Videos Should Convey
Different Messages
67#WistiaFest @caseyhen

Product Explainer Video
Increase Conversion By 35%
For Those That Complete
68#WistiaFest @caseyhen

Spikes in Engagement
69#WistiaFest @caseyhen

Twitter’s Native Video
Brands Still Unsure of Uses
71#WistiaFest @caseyhen

Twitter Segments
74#WistiaFest @caseyhen

Target Twitter Handles
76#WistiaFest @caseyhen

250% Increase in
Engagement & Follows
77#WistiaFest @caseyhen

79#WistiaFest @caseyhen
Video is Primarily Being
Used for Blog Content

80#WistiaFest @caseyhen
But.....
We Are In The Early
Stages of Something Big

81#WistiaFest @caseyhen
Video for SEM Campaigns
is Still Underutilized

82#WistiaFest @caseyhen
Now is the Time to Get the
Upper Hand on the
Competition

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Using Video (and Wistia) to Create a More Efficient Funnel | WistiaFest 2015

1. Casey Henry! @caseyhen ! casey@wistia.com 1 Using Video (and Wistia) to Create a More Efﬁcient Funnel

2. 2 Marketing ! ! Content Marketing ! ! Funnel ! Marketing Video Marketing Video Marketing

3. Tip of the Iceberg 3#WistiaFest @caseyhen

4. Video Marketing In Your Funnel 4

5. Video Content & The Fold 5#WistiaFest @caseyhen

6. 6#WistiaFest @caseyhen Each Zone is 250 Pixel in Height

7. 7#WistiaFest @caseyhen

8. 8#WistiaFest @caseyhen

9. 9#WistiaFest @caseyhen

10. Custom Thumbnails 35% Increase In Play Rate 10#WistiaFest @caseyhen

11. Custom Play Button 19% Increase In Play Rate 11#WistiaFest @caseyhen

12. SEO & Video 12

13. Remember These Days? 13#WistiaFest @caseyhen

14. 14#WistiaFest @caseyhen

15. 15 Video Marketing Is About More Than Just Video Snippets! #WistiaFest @caseyhen

16. What About YouTube! 16#WistiaFest @caseyhen

17. Your Home vs. Playground 17 http://bit.ly/youtube-playground #WistiaFest @caseyhen

18. Go Where Your Audience Is 18#WistiaFest @caseyhen

19. Treat YouTube & Vimeo as Social Networks 19#WistiaFest @caseyhen

20. Treat YouTube & Vimeo as Social Networks 20#WistiaFest @caseyhen

21. What’s Left of Video SEO? 21 Meta Tags Needed for Context iFrames Video Search Tab Enjoy Structured Data for Now #WistiaFest @caseyhen

22. PPC & Video 22

23. Quality Scores & Video 23#WistiaFest @caseyhen

24. 24 Quality Score Test 20 Different Landing Pages 10 Different Keywords 1 With Video & 1 Without Video 3 Different Accounts Similar Spends But Different Markets Same Time Periods #WistiaFest @caseyhen

25. Quality Score Results 25#WistiaFest @caseyhen

26. Video Pages Did See Higher Conversion Rates 26#WistiaFest @caseyhen Quality Score Results

27. Pages with higher conversion rates saw increase in quality score 27#WistiaFest @caseyhen Quality Score Results

28. Test Was Too Small, More Tests Needed 28#WistiaFest @caseyhen

29. How Are Companies Using Video w/Paid Landing Pages? 29#WistiaFest @caseyhen

30. 100,000 Keywords 30#WistiaFest @caseyhen

31. 375,000 Landing Pages 31#WistiaFest @caseyhen

32. 145,000 Domains 32 13% of Landing Pages #WistiaFest @caseyhen

33. <1% Had Video 33#WistiaFest @caseyhen

34. 34#WistiaFest @caseyhen

35. PPC Landing Pages Should Drive Conversions 35#WistiaFest @caseyhen

36. Videos Can Help Increase Those Conversion 36#WistiaFest @caseyhen