How to Use Video to Drive Leads
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The document discusses how to leverage video to generate leads, highlighting its effectiveness in attracting and converting viewers. It emphasizes the measurable impact of video content on engagement, including increased conversion rates and reduced unsubscribe rates. The document also suggests effective types of video content and strategies for repurposing video to maximize its use.
How to Use Video to Drive Leads
- 1. How to Use Video to Drive Leads # S T M C W E B I N A R
- 2. Kathy Heil C 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 Litman B 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
- 3. Share Via Twitter # S T M C W E B I N A R Follow Us @ S T O RY T E L L E R M N
- 4. # S T M C W E B I N A R
- 5. Webinar Recording # S T M C W E B I N A R
- 6. 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
- 7. “A Good Video Will Outperform All of Your Other Content”
- 8. Video Attracts PA R T 1 O F 3
- 9. 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
- 10. 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
- 11. W H Y V I D E O ? • The “Richest” Content • Moving Pictures • Brings You Places, Introduces People, Teaches You Something • Engagement
- 12. Video Converts PA R T 2 O F 3
- 15. B L O G V I D E O B L O G
- 16. 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
- 17. Video is Measurable PA R T 3 O F 3
- 18. C O M M O N B E L I E F 0 10 20 30 40 50 60 70 80 90 100 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 LENGTH Wistia Video Analytics PERCENT Short Video > Long Videos. Always.
- 19. 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 WAT 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 WAT 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
- 23. 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%
- 24. R E P U R P O S E W I T H A P U R P O S E Blog Post
- 25. 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
- 26. 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
- 27. A LWAY S E N D W I T H A C TA
- 28. K E Y TA K E A WA Y S • Good Video Outperforms All Other Types of Content • Focus on Quality vs. Length • Repurpose with a Purpose
- 29. Questions? ?
- 30. How to Use Video to Drive Leads # M I N B O U N D 1 5