VIDEO MARKETING

Buildium & Wistia

Talk for 1 minute each about what our respective companies do.

7 Examples of videos Buildium used (and their results) from 2015

What’s on tap for 2016

The stuff we needed to produce videos

Proven strategies to capitalize on video

Tips, tricks and resources

Maybe a higher res photo of Jonah here

EXAMPLE #1: PRODUCT BENEFIT VIDEOS

We make extensive use of a tool called evergage at Buildium, which allows us to serve up messages like the one you see in the green banner on this screen. On of the really nice things about evergage is it makes it really easy to target certain segments and whatever pages in the app we want.

We tend to leverage videos pretty heavily within these evergage messages.

For this particular evergage message, we served it up to customers who hadn’t already signed up for our pay service.

https://buildium.wistia.com/medias/doi9nikkhq (show entire video and if we can show the CTA at the end, that would be awesome). I only want to show this so I can talk about how it was too long, then contrast it with the following video, which was 30 seconds or so)

RESULTS

Cover Wistia analytics

You can see the results… close to 2,000 plays, and 227 people clicked on the CTA at the end of the video, which brought them to the pay application.

EXAMPLE #2: FEATURE VIDEOS

In 2015, we did a total overhaul of our feature pages on the marketing website, and it was one of those projects where everything received a ridiculous amount of scrutiny. So the question of whether or not to include videos was hotly debated, and everyone has an opinion on these things. So I used an analytics plug-in called hotjar to survey up a simple survey question on our marketing site.

(ask audience if they’ve heard of/used hotjar).

So we simply asked people if they’d rather read or watch a video about what Buildium can do for them.

Whould you rather watch a video or read about what Buildium can do for you?

57%

43%

ReadWatch a video

And here were the results

Survey of 700+ property managers

Now there was another — much bigger survey — that I did later on, where we asked 713 property managers how they were most likely to get information… they were allowed to select 3 options. And the number 1 option… was watch a video.

So we launched our feature pages… which were 10 different pages, and on each page we had a watch demo link, which popped up a short light box video.

And then… as you can see, people can toggle through from one video to the next.

https://buildium.wistia.com/medias/jj992z8h4a (show whole video just 28 seconds)

WHAT THE HEAT MAP SAYS

So I mentioned hotjar before… hotjar has a really cool functionality called heatmaps, which gives you an aggregate view of hundreds of visits to a page to show you where the hotspots are in terms of people clicking. Well, that little “Watch Demos” button was by FAR the most clicked-on item on the page. In fact, of the 487 clicks recorded (out of 1,000 visitors) 23.61% of those clicks were on that button.

Redesigned feature pages launch

RESULTS

And this is the impact the videos had on our overall video views

Feature Page videos make up over 70% of video views since launchin August, there were 7,600 video views. In October, there were 27,000 video viewsThe talking videos all have engagement rates between 74% and 84%Talking videos are averaging ~6k plays per month> 25k total as of 1/10

EXAMPLE #3: PRODUCT-SPECIFIC

TESTIMONIALS

We’ve shot 8 interviews and have well over 100 distinct clips on different topics

https://buildium.wistia.com/medias/zmb1y0elqs (cut after 21 seconds… “you’re kind of in and out”)

YTD: 1099 eFiling revenue up 40%

RESULTS

EXAMPLE #4: CUSTOMER SUCCESS

CONSULTANT INTROS

We have customer success consultants, who serve a role similar to account managers in some organizations. And these customer success consultants work with our larger customers. So as new customer success consultants come on board, they have to reach out to accounts in their territory. And as you might imagine, just establishing contact can be a challenge. So one of the ideas I saw on the Wistia blog a few years ago was using video voicemails, or video intros. So for our customer success consultants, they’ll send out an email with a link to a video that looks like this.

https://buildium.wistia.com/medias/a70d7d281f (cut at 18 seconds…”grow your business”)

Highest click through rate of any email Jay’s sent

RESULTS

Results: We use an app called ToutApp that lets us track all emails sent by sales reps — tracks open rates and click rates. This email had the highest click through rate of an email Jay’s sent so far.

EXAMPLE #5: ANNOUNCING OUR

ACQUISITION

In the spring of 2015, we acquired a company called All Property Management, also known as APM, and APM is a lead generation business… they have a directory of property managers for property owners in search of management services, then when the owner expresses interest, APM sells the lead to the property management company. It was a great fit for Buildium, and we wanted to get the word out there. So we create a really brief video with our CEO, and we announced it on our blog — but if we’re being honest, the blog only gets so much traffic.

So we decided that for a few months, on every closed ticket from a service request, we’d include a link to the video.

https://buildium.wistia.com/medias/czrnc3kztu (20 seconds… “a referral business for property managers”

RESULTS

So as you can see, we go 1,600 views on this video… not bad.

You might also that there’s a precipitous drop off in engagement, and if we were to go back and watch the video, you’d notice that he alludes to the fact that he’s done telling you what he wanted you to know, and then people naturally stop watching. That means if there was a CTA at the end of the video, all of those people who stopped watching would never see it. Lesson learned… no rambling endings.

EXAMPLE #6:COMPANY EXPLAINER

VIDEOS

So we acquired APM, and now we wanted to start getting our 11,000 Buildium customers actually signing up to use APM. Many of our customers had no idea what APM does exactly. So we decided to put together an animated explainer video, and again, we served up an evergage message in our app that sent people to an APM landing page with an explainer video.

https://buildium.wistia.com/medias/ddjfomqdom (show first 30 seconds)

•~640 leads•88 closed•14% close rate•$56K in new business (so far)

RESULTS

EXAMPLE #7: VIDEO JOB POSTINGS

In 2015, we hired 2 product marketing associates. I’m a huge believer that hiring is the most critical activity you do as a manager, and so I always want to do everything possible to attract top talent. So we put together a brief video job description for this role, and here it is.

https://buildium.wistia.com/medias/1ecwk2qlxl (cut it at 16 seconds after “educates her customers”)

RESULTS

As you can see — and as you’d expect — it didn’t get a lot of page views. BUT I can also tell you that we ended up making 2 great hires, so the end results were good.

2016…

THE STUFF WE NEEDED TO PRODUCE THESE VIDEOS

• Camera: t3i ($600) and 60D ($900)

• Wireless Mic. Sennheiser ENG G3 ($800)

• Lights: Cowboy Studio 3-light kit ($50)

• iPad teleprompter ($249)

• Video editing software: Adobe Premiere/Creative Cloud ($50/mo.)

• Hosting service: Wistia ($25/mo. and up)

THE STUFF WE NEED TO PRODUCE VIDEOS

4

(Quick intro)Thad is a tough act to follow, but my hope is that between the two of us, you’ll leave with a bunch of tangible ideas on ways to start leveraging video, or to further capitalize on the video content you’re already putting out there.

1. Make it personal 2. Learn from viewers 3. Focus on lead gen

Specifically, I want to talk through three strategies that at Wistia we see working really well for folks time and again: Finding ways to personalize video content, taking time to learn from your viewers and what they’re responding to, and focusing on lead generation when you have a captive audience.And I want to wrap up with some free resources to help you work on these strategies.So, I have a few characters to introduce to help me tell my story, and the first is, the Trix rabbit.

Why the Trix rabbit?

Well, in 2014, researchers from the Cornell Food & Brand Lab conducted a simple study where they showed a group of adults one of two nearly identical versions of a Trix cereal box. On the left, the Trix rabbit is looking down, right at those tasty, brightly colored morsels.On the right, really holding your gaze as you’re checking out the box. So what were the results here?… Well, brand trust was 16% higher, and feelings of brand connection were 28% higher

16% higher brand trust 28% higher brand connection

For participants who were shown the box on the right. So what does this have to do with video? Am I suggesting that everyone needs a mascot to look right at your customers and potential customers?

Not exactly, although at Wistia we do have Lenny the dog.Really I think the results of this study are significant because in a way they represent two big underlying goals that all of us work on—

• Humanizing your brand • Closing deals

Humanizing your brand to build trust with your audience, and moving folks closer to purchase. And needless to say, the products we work on don’t typically line the shelves at supermarkets, so video happens to be an especially effective medium to focus on both of these goals at scale. So I do want to talk just a bit about the expanding presence of web video, though I don’t want to spend too much time on stats, because I think the few years we’ve all experienced this as we’re browsing, whether it’s news, entertainment or for business. But just to quickly cover where things are and where they’re headed:

By 2019, 80% of consumer internet traffic will be video.-Cisco

Perhaps you’ve seen this figure, or something close to it: By 2019, 80% of all consumer internet traffic will be video, up from 64% in 2014.

So that makes sense, video is rich media. What’s really important here is:

(Placeholder)59% of senior executives report they’d rather watch a video than read text.

- Forbes Insights

People in decision making roles now prefer video as a source of information— Thad had a great example of this earlier with his survey.

(Placeholder)64% of consumers are more likely to buy a

product after watching a video about it. –comScore

People are also more likely to buy after watching a video. This holds true whether it’s online retail or B2B transactions.

73% of B2B marketers say video positively impacts ROI.

-ReelSEO

And, a significant majority of marketers using video say it supports their bottom line. There’s data available that represents these trends in spades, but I want to jump right into some examples of companies doing those 3 things I mentioned earlier exceptionally well:

1. Make it personal 2. Learn from viewers 3. Focus on lead gen

Make it personal

First up, making video with a personal touch. This is Eric, he runs a digital marketing agency called Bluleadz, they’re one of 8 HubSpot Diamond agency partners. Eric and his team leverage video in a number of ways, but I want to highlight one particular strategy they’ve put in place recently. Anytime Bluleadz moves a prospective client to the closing stage in their funnel, they send that client a video that goes something like this:

Make it personal

Close rate up

27%

So you get the idea, the video is about two minutes long and introduces everyone who would be working on the account. I think we all see the intention behind that video, but what are the results?Eric credits this strategy as a primary factor in Bluleadz upping their close rate by 27% from 60% to 77%. It’s helped them become friendlier with clients, And there’s been some unforseen benefit as well— a few companies have actually shared these videos, leading to additional exposure for Bluleadz. All of that, and they’ve gotten efficient— it generally takes BluLeadz about an hour per client to produce this kind of video.So there’s a lot of ways to create this kind of personal touch, it doesn’t always have to be specific to one client— Thad mentioned video voicemails earlier which are fantastic— I think the bottom line here is that this kind of strategy can sometimes feel nice but not necessary, but really it’s your competitive advantage. Time and again, this has a real tangible impact in winning opportunities.

Learn from viewers

So, we looked at a top HubSpot agency partner, now let’s looks at what HubSpot themselves are doing. This is Dee Dee, formerly of HubSpot now actually at Wistia. HubSpot also uses video across their properties, but a really important use for them is their Inbound Certification trainings, which is one of their primary sources of new leads. And what HubSpot has done particularly well here is to allow data on viewer engagement to drive and inform their strategy over time…So what does that mean in practice. Well, in 2014, Dee Dee and her team took a look at all their Inbound Certification videos, and what they found was about 50% viewer engagement across the board. In other words, the average viewer was staying on to watch about 50% of the content.

Learn from viewers

Shorter videos = higher engagement

Greater understanding of Inbound

Increased likelihood of new account

Out of that initial insight they came a hypothesis— shorter videos can produce higher engagement, which leads to greater understanding of the Inbound philosophy, which ultimately leads to an increased likelihood of a new HubSpot account. So they ended up chopping about 90 minutes off of the certification videos while delivering virtually the same exact content. As a result their overall engagement rate rose to 65%, and now they’re thinking about new iterations to get that strong number ever higher. In a nutshell, they avoided making assumptions about what viewers wanted to see, they took the time to learn from their audiences behavior, and in the end they took a big step forward in overall engagement. And when you think about the bigger picture of what this progress means, there’s a much greater chance that folks will continue to come back to you as a resource if the content you’re creating consistently keeps them engaged.

Learn from viewers

So they ended up chopping about 90 minutes off of the certification videos while delivering virtually the same exact content. As a result their overall engagement rate rose to 65%, and now they’re thinking about new iterations to get that strong number ever higher. In a nutshell, they avoided making assumptions about what viewers wanted to see, they took the time to learn from their audiences behavior, and in the end they took a big step forward in overall engagement. And when you think about the bigger picture of what this progress means, there’s a much greater chance that folks will continue to come back to you as a resource if the content you’re creating consistently keeps them engaged.

Focus on lead gen

Onto our third example here— focusing on lead gen.So this is Ansible, they’re an open source IT management tool that was acquired by Red Hat not too long ago and if I’m being totally honest with all of you, there a company who’s products I can’t claim to fully understand. But, what’s crystal clear to me about Ansible is that they’re putting their videos to work round the clock to generate new leads. Here on their homepage front and center is a quick company intro video, but what I really want to show you is this page:

Focus on lead gen

They’ve carved out space on their site for product and training videos, and most importantly for our conversation, when you click to watch one of these trainings, you see a form that looks like this:

Now granted, there’s a few ways you can incorporate lead capture with video, and I’ll admit full bias towards this Wistia feature. But the bottom line here is that Ansible knows they have a captive audience with recorded webinars, so they capitalize on that engagement right in the moment by asking for contact information. At this point they’ve collected over 65,000 email addresses, and lead capture with video is now their most consistent source of new leads. Some folks drop off instead of fill out this form, but that’s ok because it’s not about just the number of plays on a video, it’s about qualifying who’s interested and not letting them slip away. These leads then sync right with their marketing automation provider, which is part of our integrations with HubSpot, Pardot and Marketo.

“But Jonah, we don’t do video.” - Someone in audience

At this point maybe some folks are thinking ok, that’s all well and good, but we don’t actually have time or resources to prioritize making video, either internally or with an agency. And I totally get that, so I want to close with some tips and tricks that are a pretty light lift to implement. The first one is that one of the simplest, most effective videos you can make is a product video, that’s screen-recording based. Here’s an example of one we have at Wistia:

Ok, so, you’re making a product screencast—take that opportunity to make a personal connection with your audience. Trevor here who’s narrating is no longer a disembodied voice, it lightens up the whole video once he’s introduced right at the start. As you’re looking at this you might also be thinking… Wow,

Glowing angelically

Trevor is really glowing angelically, that must be some kind of fancy setup!

Wistia’s studio setup

~$4,800Designer shirt- $80

Wistia’s DIY setup5D Mark III DSLR - $2,000

35mm 1.4 Sigma lens - $800Cool lights & stands - $1,000Mic & audio recorder- $650

Tripod- $250Seamless paper roll- $50 Bargain bin flannel- $5

iPhone video cameraDIY lighting kit - $100

iPhone tripod adapter - $30Basic tripod- $75

Seamless paper roll- $50

~$250

Well let’s take a quick look at that, because I promise that you can do this too. Here’s two similar shots to compare side by side of Chris, our head hancho with video. Pretty darn close right?This image on the left was shot with our professional studio setup, pretty fancy gear that cost around $5k total. This image on the right? A do-it-yourself lighting setup with items available at any hardware store, plus the iPhone video camera— total spend, around $250.Which brings me to my next tip— Wistia can be a resource to help anyone make some basic shots look professional, but more broadly, a few lighting and setup tricks really go a long way. We have a DIY studio kit that I’m happy to share, in fact I just tweeted it @jgbsilberg

Now let’s take a look at a video of what happened when we put some people in front of a camera and asked them to describe Wistia.

So that’s our co-founder Brendan talking about bridges, because he didn’t have a script. Very few people can just get up in front of a camera and ad-lib, you have to go in with a plan knowing what you’re going to say, and sometimes that’s not always immediately clear. We also have a guide to concepting and scripting that I definitely want to point you towards.

Just one more thing, and forgive me for being cheesy— get loose, get creative, and have fun. Showing your sense of humor is awesome for so many reasons, not the least of which is that your team will get really excited about the prospect of being part of it. Here’s something we put together a while back to announce our new free plan.

Much, much more @ www.wistia.com/library

Find those resources via twitter @jgbsilberg