How to Set the Goals that will Accelerate Your Video Marketing Success

Ezra Fishman & Kristen Cra!

How to Set the Goals that will Accelerate Your Video Marketing Success

@ezrafishman #KISSwebinar

Join Ezra on Twi!er

@thecrafty #KISSwebinar

Join Kristen on Twi!er

Kristen Cra" Director of Partnerships

Wistia @thecra"y

Ezra Fishman Director of Marketing

Wistia @ezrafishman

Lenny Office Dog

Your presenters

What’s Wistia? !

We are:

• Video hosting built for business - 80k customers

• A resource for learning how to make great business video

We are not:

• A video production company

• A video consulting company

• A marketing agency

1 Thinking outside the box

2 Examples of great integration

3 Video’s super powers

Table of Contents

4 A spectrum of goals

5 Ge!ing started with video

6 Questions, and hopefully answers

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Thinking outside the box

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The video box !

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Too narrow of a lens

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A video is only a piece of the puzzle

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My Company

A product page from Hubspot

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We can’t talk about the goal of this image independent of the page

Same is true of this video

And this video

What are my goals for this video? !

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What are my goals for this video?

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How can video help me accomplish my goals for this page?

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… for this email?

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… for this email?

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… for this campaign? !

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Examples of great integration

2

Goal = get more registrants for conference

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How can video help achieve this goal?

• Show what happened last year

• Hear from past a!endees

• Improve click through rates on promo emails

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In some cases, the answer will be => video cannot help achieve this goal. That’s fine!

Goal = increase signups by explaining your product and features

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• Show your product in action

• Highlight particular features or use cases

• Drive deeper exploration

Goal = reduce support tickets related to a specific feature

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• Give step by step instructions for using a feature

• Evaluate where viewers pause and rewatch

• Set context for the feature and its use

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Video’s super powers

3

Leverage the strengths !

Video is very good at:

• Explaining complex topics

• Showing how to …

• Building trust

• Making us more human

Explain complex topics


Increased conversion by 10%


Goals

• Increase conversion rates

• Increase traffic to key pages

Show how to …

Show how to …

Goals

• Improve on-boarding

• Reduce support

• Scale sales personnel

• Increase inbound traffic

Build trust

Build trust

Goals

• Increase sales qualified leads

• Improve lead conversion rates

• Supercharge recruiting efforts

Make your business more human


1,000 survey responses!


Goals

• Build rapport with your audience

• Get visitors to pay a!ention and take action

• Increase word of mouth referrals

A spectrum of goals

4

The spectrum

Short term, measurable ROI

Growing more comfortable with video

ROI = time saved + inbound traffic

Team is fully on board with video

Leveraging the emotional power of video

Acknowledge direct ROI will be tough to measure

Ge!ing started with video

4

“Now what?”

The Fears

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• Will I make the right video?

• Can I do it without pro help?

• Will the video look crappy?

• Will I look and sound stupid?

The Concept

The Script

The Setup

Use the camera you already have

$100 DIY Lights

Get Loose!

h!p://pages.wistia.com/kissmetrics

Wistia XL Free Plan

•5 videos • 10GB monthly bandwidth • Free for life

http://pages.wistia.com/kissmetrics

Question time!5

h!p://wistia.com/learning

Kristen Cra" @thecra"y

Ezra Fishman @ezrafishman

http://wistia.com/learning

THANK YOU

How to Set the Goals that will Accelerate Your Video Marketing Success

Marketing

Transcript of How to Set the Goals that will Accelerate Your Video Marketing Success