How to Use Video to Drive Leads

# S T M C W E B I N A R

Kathy HeilC O - O W N E R

I N B O U N D M A R K E T E R @ K AT H L E E N H E I L

Gregg LitmanB R A N D C O N T E N T M A N A G E R

F O R M E R S R . P R O D U C E R , W C C O @ G R L I T M A N

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# S T M C W E B I N A R

Webinar Recording

# S T M C W E B I N A R

Our Agenda• V I D E O AT T R A C T S

• V I D E O C O N V E R T S

• V I D E O I S M E A S U R A B L E

• Q & A

“A Good Video Will Outperform All of Your Other Content”

Video Attracts

PA R T 1 O F 3

Q U A RT E R LY O N L I N E V I D E O V I E W S

0

10000

20000

30000

40000

Q2 '13 Q3 Q4 Q1 '14 Q2

(IN BILLIONS)

4 3 % G R O W T H 2 0 1 3 T O 2 0 1 4

From 2014 Adobe Survey

V I D E O I M PA C T S B U Y I N G D E C I S I O N S

7 6 % O F M A R K E T E R S P L A N T O A D D V I D E O T O T H E I R W E B S I T E

7 5 % O F V I E W E R S V I S I T C O M PA N Y S I T E A F T E R V I E W I N G V I D E O

5 5 % O F W E B T R A F F I C

W I L L B E V I D E O B Y 2 0 1 6

W H Y V I D E O ?

• The “Richest” Content

• Moving Pictures

• Brings You Places, Introduces

People, Teaches You Something

• Engagement

Video Converts

PA R T 2 O F 3

B L O G

V I D E O B L O G

V I D E O I M PA C T S C O N V E R S I O N

2 0 0 % I N C R E A S E T O E M A I L C T R

8 0 % I N C R E A S E

T O C O N V E R S I O N O N L A N D I N G PA G E S

W I T H V I D E O

2 6 % R E D U C T I O N I N U N S U B S C R I B E S

O N E M A I L S W I T H V I D E O

Video is Measurable

PA R T 3 O F 3

C O M M O N B E L I E F

0102030405060708090

100

0-30 sec 30-1 min 1-2 min 2-3 min 3-4 min 4-5 min 5-10 min 10-20 min 20-30 min 30-45 min 45-60 min 60 + min

VIDEO LENGTHWistia Video Analytics

PE

RC

EN

T

Short Video > Long Videos. Always.

A L L V I D E O I S N O T C R E AT E D E Q U A L

P E O P L E W I L L W AT C H L O N G E R

V I D E O S I F T H E Y A R E W O R T H W AT C H I N G

G O O D C O N T E N T

= M O R E V I E W S

What are the most EFFECTIVE types of video content used?

Customer Testimonials

Demonstration Videos

Explainer/Tutorial Videos

Thought Leader Interviews

Projects Reviews/Case Studies

Webinar Videos

Vlogs/Video Blogs

Event Videos

52%

51%

51%

51%

26%

20%

15%

13%

R E P U R P O S E W I T H A P U R P O S E

Blog Post

R E P U R P O S E W I T H A P U R P O S E

• Post Portions to Web Pages

• Use Portion as Email Signature

• Use in a Landing/Thank You Page

• Put on Tablets for Sales Tool

Blog Post

Dear Friend

Landing Page Headline

Landing Page HeadlineLanding Page Headline Landing Page Headline Landing Page HeadlineLanding Page Headline Landing Page Headline

Landing Page Headline Landing Page Headline Landing Page Headline

Landing Page Headline Landing Page Headline Landing Page Headline L Landing Page HeadlineLanding Page Headline Landing Page Headline Landing Page Headline Landing Page Headline Landing Page Headline

A LWAY S E N D W I T H A C TA

K E Y TA K E A W A Y S

• Good Video Outperforms All Other Types of Content

• Focus on Quality vs. Length

• Repurpose with a Purpose

Questions??

How to Use Video to Drive Leads

# M I N B O U N D 1 5