how to use video to crush your b2b marketing goals

#uberwebinar @Uberflip @Wistia !

Phil Nottingham Video Strategist, Wistia @philnottingham

How to Use Video To Crush Your B2B Marketing Goals

Sam Brennand Director of Customer Success, Uberflip @SamBrennand


WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)


WE WILL SEND THE RECORDING.

Questions? We’ve got answers!

(At the end of the webinar ☺)

Join in on


Stick Around For a Demo


(Typical) B2B Marketing Goals

✦  Brand Awareness

✦  Leads

✦  Conversions

✦  Retention

✦  Product/service Adoption

✦  Up-selling

✦  Word of Mouth


B E N E D I C T E V A N S

“Video is the new HTML”


Today I’m going to talk through…

✦  Lead-Gen

✦  Increasing Conversions

✦  Word of Mouth Marketing

Goal 1: Leads


Turnstiles


24%16% 3.4%CONVERSION

@ STARTCONVERSION

@ MIDDLECONVERSION

@ END

Conversion Rate by Location


0!

10!

20!

30!

40!

50!

2.3x

4.5x

Turnstile Conversion Rate by Location

The parts of a video Nose - Body - Tail


S O M E O N E I N T H E A U D I E N C E

“What sort of content should we create to generate leads?”

Long-form Teaching


Video Content For B2B Lead Gen

✦  Lectures

✦  Webinars

✦  Courses

✦  Interviews

✦  Workshops


Long Form ≠ One Take

Lead Nurturing

Video in Email


300% increase in clicks vs regular image

Goal 2: Conversions

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@philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM�#NATANDNOTT �

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Authenticity > Professionalism


Show > Tell


Formula For a great product video

✦  2 minutes, Max

✦  Quick Edit

✦  Lots of B-Roll

✦  A very tight script


Video SEO still matters…


In GWMT or Robots.txt

SCHEMA.ORG MARKUP VIA JSON-LD

In the <head> of the page

SCHEMA.ORG MARKUP VIA MICRO DATA

In the <body> of the page

VIDEO SITEMAP

Ways of getting videos indexed…







VIDEO SITEMAP


Awkward and time-consuming to

manage







VIDEO SITEMAP


Awkward and time-consuming to

manage

Unreliable and can affect page speed

Fast, reliable and unobtrusive


Customise your video player


Branded player colour = 19% increase in play rate


Create a custom thumbnail


Custom thumb = 35% increase in play rate


Think of thumbnails like movie posters


Use CTAs to drive next actions


Average CTR - 12.1%


Average CTR - 13.6% (+18%)

Goal 3: Word of Mouth


WoM Video Strategy Matrix

W H A T S O R T O F I M P R E S S I O N S H O U L D Y O U B E

A I M I N G F O R ?


Challenger Established

Dynamic Differentiation! Product Awareness!

Stable Disruption! Mindshare!

B R A N D

MA

RK

ET


Challenger Established

DynamicYou’re different

because…!Your stuff !

is awesome!

Stable Everyone else! sucks! Cool story, bro!

B R A N D

MA

RK

ET


Video works really well as Ego bait…

What about YouTube and

Facebook?


How Most Businesses Treat YouTube


Active Browsing

Passive Browsing

Restricted Media Type

Fluid Media Type


Video = Aural + Visual


YouTube = Aural + Visual


Facebook = Aural + Visual


YouTube = Educate & Inform Facebook = Surprise & Delight


Why will people care?

✦  Educates / informs

✦  Makes them look good

✦  Parasocial relationships

✦  Provides shared experience

✦  Surprises

✦  Provides amusement

✦  Thrills or excites

✦  Supports political/social views


Measuring Success


Measuring the Success of Video Marketing

✦  Bullet

✦  Bullet

✦  Bullet

✦  Bullet

Discovery Consideration Conversion Retention

Objective Become aware of product/brand Become prospect Become customer

Become retained customer/brand

advocate

Key Result 1 Number of engaged actions! Leads Generated! Conversion rate! Renewals/new

purchases!

Key Result 2 Engaged action rate! Returning Visits! Number of assisted

conversions! Returning visits!

Key Result 3 Views! Watch Time! Sign-ups! Referrals through recommendations!


S O M E O N E I N T H E A U D I E N C E

“How can I work out if my ideas are any good?”


Made to stick framework

•  Simple – Do I “get it” on first glance? •  Unexpected – Was I surprised and intrigued? •  Concrete – Is it “real”? •  Credible – Does it align with your brand effectively? •  Emotional – Does it make you feel something? •  Story – Is there a clear beginning, middle and end? •  Shareable – Would I look good sharing this?


Thank you!


QUESTION TIME!

Phil Nottingham Video Strategist, Wistia

@philnottingham

hub.uberflip.com

Sam Brennand Director of Customer Success,

Uberflip @SamBrennand