ali noel - creating your video strategy at hug 2017
TRANSCRIPT
HUG17Creating your video strategy
Ali NoelCustomer Succes Team Lead
@amainksnoel
About me
• Life-long east coaster
• Soon-to-be first-time mom 😮
• Champion of customer success for ~5 years
• Focus on customer content marketing
• Favorite part of Customer Success: Sharing customer inspiration
We are
video strategyOne does not fit all
GOAL:
Inspire you to do more with your video strategy
What’s happening with video?
The number of people creating high-quality video
It’s becoming easier to create high quality video
People are more comfortable being on camera
The number of people creating high-quality video
Why use video?
Easy to track ROI
Engaging content that resonates
Engaging content that resonates
Forms a human connection; creates trustTells a story
Can influence outcomes
1/3 of all online activity is spent watching video*
After watching a video, 64% of users are more likely to buy a product online*
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy
Easy to track ROI
Video in email leads to a 200-300% increase in click-through rate*
Including video on a landing page can increase conversion by 80%*
Measurable Test-able (A/B, etc.)
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy
We can measure… • # plays • % play rate • Actions • Approx. dropoff point • Re-watches
We can test… • Placement on the page • Length of the video • Annotation location • Thumbnail image
Easy to track ROI ✅
Engaging content that resonates ✅
The ideal strategy:** Using video across the entire organization.
**In the mind of a video-obsessed Wistian
Businesses of all shapes and sizes are using video
across their organizations
new employee onboarding
support
internal training
explainer videos
product updates
product overviews
sales
delighting customers
culture videos
webinars social
events
promotional
supporting other content
Use cases
DRIVE SIGNUPS promo video
BOOST OPEN RATES
DRIVE TRAFFIC
GENERATE LEADS quick demo GiT form
GENERATE LEADS
Wistia turnstile
Average turnstile converstion rate is 11% (43% if placed in first 10-25% of the video)
Video for sales
ENGAGE PROSPECTS CLOSE DEALS
Video for support
ANSWER QUESTIONS
EXPLAIN HOW TO’S
DELIGHT CUSTOMERS…
" A Wistia Customer Cancelled
What could we improve?“Absolutely nothing. I’m just not using video
in my biz, anymore. Boohoo!!”
Start with low-hanging fruit
What goals are you trying to achieve?
What resources do you have readily available?
GTW
QuickTime
Wistia’s studio setup
~$4,800
Wistia’s DIY setup5D Mark III DSLR - $2,000
35mm 1.4 Sigma lens - $800
Cool lights & stands - $1,000Mic & audio recorder - $650
Tripod - $250Seamless paper roll- $50
iPhone video cameraDIY lighting kit - $100
iPhone tripod adapter - $30Basic tripod - $75
Seamless paper roll - $50
~$250
DIY
OFFICE STUDIO
THE DOWN & DIRTY
LIGHTING KIT
SHOOTING VIDEO
WITH AN IPHONE
wistia.com/library
One strategy does not fit all…so let’s talk about yours!
