Post on 09-Jan-2017
Where Should You Put Your Videos?
Video Marketing Strategy
#WistiaFest / @koxendine
#WistiaFest / @koxendine
Kevin OxendineWistia COO
Former CEO, Marketing/Strategy Consulting Firm
Former Director of Marketing, Comcast
#WistiaFest / @koxendine
1) Overall Strategy = Location Strategy
2) Social vs. On-Site
3) Specific Goals and Locations
4) Pro Tips & Recap
What’s the goal of a video you’ve recently
made?
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Where did you put it?
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1) Overall Strategy = Location Strategy
2) Social vs. On-Site
3) Specific Goals and Locations
4) Pro Tips & Recap
Video? Creative Strategy
Location Strategy
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We have a great video… now what do we do with it?
Classic Mistake!
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Your overall strategy dictates your location
strategy
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- Smart Dude
“Build your video content and location strategy
together, based on your overall business goal.”
Business Goal Medium = Video?
Creative Strategy
Location Strategy
Not about putting videos ‘somewhere’Instead - video and location is a key part of your overall strategy
#WistiaFest / @koxendine
1) Overall Strategy = Location Strategy
2) Social vs. On-Site
3) Specific Goals and Locations
4) Pro Tips & Recap
#WistiaFest / @koxendine
Your Sitevs.
Social
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Your Site
#WistiaFest / @koxendine
For our Discussion:On Site = Wistia
Why?
• Customization (get more plays!)
• SEO (get more traffic/viewers)
• Data & Analytics (improve performance!)
• Marketing tools (collect leads)
#WistiaFest / @koxendine
The three social platforms you should be
considering
#WistiaFest / @twitter-handleYouTube
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YouTube
• Huge audience, 1B+ monthly active users
• Tremendous reach
#WistiaFest / @koxendine
YouTube• Designed for content creators monetizing video
• Useful for organizations investing in brand-building advertising campaigns
• YouTube’s incentive is to get videos with many views and-keep viewers within YouTube so that they can sell ads
• Traffic goes to youtube.com from search and social, so reduces your tracking and traffic - and thereby profitable actions
#WistiaFest / @koxendine
Using YouTube
• Use YouTube as a part of your strategy - as a social video channel
• Don’t rely on YouTube for your on-site video
#WistiaFest / @koxendine
But the person down the hall asks why we don’t use YouTube!1. Try using YouTube
2. But check your account for the source of views.
3. YouTube may be valuable if:
• Suggested Videos
• YouTube Search
4. Otherwise, put your videos on your own website Pro Tip
#WistiaFest / @twitter-handleFacebook
#WistiaFest / @koxendine
• Tons of views (4Billion/day)
• Autoplay native videos without audio
#WistiaFest / @koxendine
Facebook• Can embed natively or using Wistia or YouTube
• Do not get interactive features of Wistia
• Autoplay can capture attention and more views
• 85% of views happen without sound
• Typically communicating with people who already like your page, unless you use advertising and audiences for targeting
#WistiaFest / @koxendine
Edit for Facebook
• Embed with captions to take advantage of autoplay
• Need to catch attention within a few seconds of autoplay
• Vertical video can work well
Pro Tip
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handleTwitter
#WistiaFest / @koxendine
Twitter• Can embed natively or using Wistia
• Interactive Wistia features work!
• Typically communicating with your followers
• Can boost with paid spend for a broader audience
• Largely a distribution channel
#WistiaFest / @koxendine
Pro Tip:Use GIFs on Twitter and
link out to your video
#WistiaFest / @koxendine
1) Overall Strategy = Location Strategy
2) Social vs. On-Site
3) Specific Goals and Locations
4) Pro Tips & Recap
#WistiaFest / @koxendine
So, back to your goals…
#WistiaFest / @koxendine
Four Major Categories
Brand Awareness
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Goal:Increase the number of people familiar with your brand
WebsiteTraffic &
Conversions
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Goal:Increase visitors to your website or purchases of your product/service.
Relational
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Goal:Deliver key content that helps you operate the business, such as training, recruiting, communications, or support.
Brand Affinity/
Nurturing
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Goal:Add to the positive feeling or attraction of your brand
#WistiaFest / @koxendine
Lets look at the location strategy for each of
those goals
Business Goal Medium CreativeLocation Strategy
Brand Awareness
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Goal:Increase the number of people familiar with your brand
#WistiaFest / @koxendine
What are some brand awareness videos
you’ve used?
Where did you place them?
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Brand Awareness
Social Platform to Reach Target Audience
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @koxendine
Brand Awareness
Key Characteristics:
• Content is relevant to folks who don’t know your brand
• Seeking a new or expanded audience
• KPI is engagement, not website traffic
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Other Indicators
• Do most people interact with your brand offline?
• Your site isn’t important to your overall strategy
• You’re undertaking a big branding campaign
#WistiaFest / @koxendine
Social Video Location Strategy
• Where’s the audience you’re seeking?
• YouTube
• FacebookPro Tip:
Use BuzzSumo to determine where your
audience is
#WistiaFest / @twitter-handle
#WistiaFest / @koxendine
Brand Awareness
Social Platform to Reach Target Audience
#WistiaFest / @koxendine
Guy in the back row
“What about those other goals for my video.”
WebsiteTraffic &
Conversions
#WistiaFest / @koxendine
Goal:Increase visitors to your website or purchases of your product/service.
#WistiaFest / @koxendine
TrafficConversions
On-site, controlledweb presence
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @koxendine
Traffic
• SEO
• No competition for views (YouTube could outrank your site)
• Keep traffic on your site (no recommended videos)
#WistiaFest / @koxendine
Conversions• Prospects viewing video in a high-context page are
2x likely to buy
• Capture leads with Turnstile
• Link to product pages with Annotations or CTAs
• Integrate with your Email, Marketing Automation, or CRM
• A/B Test and CRO effortsHow to 3x Your Video Plays, Engagement, &
Conversion Rates1:15 Tomorrow
#WistiaFest / @koxendine
“Can I link to my website from YouTube to get traffic
or conversions?”
#WistiaFest / @koxendine
\
Sure, but expect less than 1% of views to click
through…
Meaning you miss out on 99% of the traffic
Relational
#WistiaFest / @koxendine
Goal:Deliver key content that helps you operate the business, such as training, recruiting, communications, or support.
#WistiaFest / @koxendine
RelationalOn-site, controlled
web presence
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @koxendine
Relational
• Best used in-context with your own web presence:
• Make business more human
• Help people learn
• Strengthen company/employee/customer relationships
#WistiaFest / @koxendine
Relational
• Private or gated sharing
• High-context
• Track viewers (training)
#WistiaFest / @koxendine
RelationalOn-site, controlled
web presence
Brand Affinity/
Nurturing
#WistiaFest / @koxendine
Goal:Add to the positive feeling or attraction of your brand
#WistiaFest / @koxendine
Brand Affinity Hybrid Strategy:On site & Social
#WistiaFest / @twitter-handle
#WistiaFest / @twitter-handle
#WistiaFest / @koxendine
Brand Affinity• Meet your audience - some on social, others on your
site
• Some cannibalization risk if upload to each platform, but likely not enough to worry
• Hack: Upload to Wistia but embed in Facebook and Twitter rather than native uploads and still get the stats
• But what about YouTube? Could make sense if you have a YouTube channel
#WistiaFest / @koxendine
Hybrid Strategy: Onsite + Social
#WistiaFest / @koxendine
1) Overall Strategy = Location Strategy
2) Social vs. On-Site
3) Specific Goals and Locations
4) Pro Tips & Recap
Business Goal Medium = Video?
Creative Strategy
Location Strategy
Not about putting videos ‘somewhere’Instead - video and location is a key part of your overall strategy
#WistiaFest / @koxendine
YouTube
• Good for brand awareness
• However, not for traffic, conversions, relational
• Pro Tip: Check the source of the traffic you get to any videos you have on YouTube
#WistiaFest / @koxendine
Facebook• Leverage autoplay to
communicate with your audience and brand affinity
• Boost posts or target advertising for brand awareness
• Edit for Facebook and autoplay: captions and vertical video work!
#WistiaFest / @koxendine
• Largely a distribution channel
• Use BuzzSumo to determine where your audience is (whether Twitter or elsewhere)
#WistiaFest / @koxendine
On Site / Wistia
• Use for traffic, conversions, and relational videos; brand affinity videos too
• SEO & CRO benefits
• Marketing and lead capture
• Strong feedback loop
#WistiaFest / @koxendine
TrafficConversions
Relational
On-site, controlledweb presence
Brand Awareness
Brand Affinity
Social Platform to Reach Target
Hybrid Strategy
#WistiaFest / @koxendine
Kevin OxendineWistia COO
Former CEO, Marketing/Strategy Consulting Firm
Former Director of Marketing, Comcast
I’d love to connect during
WistiaFest!
#WistiaFest / @koxendine
THANKS!