ali noel - creating your video strategy at hug 2017

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)

wistia.com/product/hubspot

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!

Ali NoelCustomer Succes Team Lead

@amainksnoel

ali@wistia.com