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Kristen Craft, Wistia
@thecrafty
Why we love video
The data says it works
Traffic: on-site video increases traffic 200-300%
Marketing Sherpa, 2015 @thecrafty
The data says it works
Traffic: on-site video increases traffic 200-300%
Engagement: video content doubles time on site
Marketing Sherpa, 2015 @thecrafty
The data says it works
Traffic: on-site video increases traffic 200-300%
Engagement: video content doubles time on site
Demand gen and leads: Video drives the most leads
Marketing Sherpa, 2015 @thecrafty
Zappos sells 6-30% more when using product videos
Business Insider, 2015 @thecrafty
Itʼs a rich medium
…for conveying information, ideas, and emotion
“Video is the new HTML”-Benedict Evans
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Instead of asking: “Where should this video live?”
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Ask: “Where can I make a bigger impact, using video?”
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5 Videos You Need in 2016 (to Drive ROI!)
The Product Video
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The Product Video
Helps people learn if your product fits their pain point
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The Product Video
Helps people learn if your product fits their pain point
Lets you show, not tell
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The Product VideoHelps people learn if your product fits their pain point
Lets you show, not tell
ROI = leads, conversions, engagement
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The Teaching Video
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The Teaching Video
`
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The Teaching VideoEstablishes expertise and credibility
Empowers your audience
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The Teaching VideoEstablishes expertise and credibility
Empowers your audience
ROI = site traffic, time on site, brand
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The Recorded Webinar
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The Recorded Webinar
Easy to make
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The Recorded Webinar
Easy to make
Lets you partner with others
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The Recorded WebinarEasy to make
Lets you partner with others
ROI = traffic, time on site, leads
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The FAQ Video
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The FAQ Video
Helps customers get answers faster
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The FAQ Video
Helps customers get answers faster
Lets you show, not tell
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The FAQ VideoHelps customers get answers faster
Lets you show, not tell
ROI = time saved, higher ARPC, lower churn
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The Sales Video
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The Sales Video
Lets you establish a more authentic connection with prospects
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The Sales Video
Lets you establish a more authentic connection with prospects
Differentiates your brand
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The Sales VideoLets you establish a more authentic connection with prospects
Differentiates your brand
ROI = big conversion boost
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Videos that Didnʼt Make the Cut (And why)
The Video Testimonial
Medium-high return, but requires a large investment
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The Video Testimonial
Medium-high return, but requires a large investment
Can feel scripted or inauthentic
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The Video TestimonialMedium-high return, but requires a large investment
Can feel scripted or inauthentic
Technical limitations can make it look shoddy (noise, lighting, etc)
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The “About Us” Video
Very hard to make
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The “About Us” Video
Very hard to make
Feels bad when it’s “off”
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The “About Us” Video
Very hard to make
Feels bad when it’s “off”
Low ROI
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The Holiday Video
Anti-evergreen
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The Holiday Video
Anti-evergreen
Can rub some people the wrong way (for many reasons)
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The Holiday VideoAnti-evergreen
Can rub some people the wrong way (for many reasons)
Low ROI
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Recap• Use video to drive traffic, leads,
and conversions or convey emotion
• Tie videos to goals and ROI
• Start with videos that drive ROI: product videos, teaching videos, webinars, FAQs, sales videos
• Avoid videos with high effort: low impact ratios
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