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How to Use Video to Crush Your B2B Marketing Goals

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73% of B2B marketers say video positively impacts ROI. Video can also help B2B marketers build an emotional connection with their audience, scale their messaging, and generate leads.

And yet, many marketers are hesitant to implement video into their content marketing mix. What if it flops? What if it doesn’t positively impact ROI? What if all of the hours and resources poured into producing a video went to waste?

Time to push those “what ifs” aside. In this presentation, Wistia’s Phil Nottingham explains how to leverage video to crush your B2B marketing goals.

Publicado en: Marketing
  • Good information here! I'd like add some other great tools: 1- FollowUp.co (Paid) and ReplyUp.com (Free) - Send follow-ups emails; 2- WhoIsVisiting.com (Paid) - Identify unknown B2B website visitors; 3- Found.ly (Paid) - Sales prospecting tool on LinkedIn; 4- Attach.io (Paid) - Viewer engagement analytics for presentations.
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How to Use Video to Crush Your B2B Marketing Goals

  1. 1. #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
  2. 2. #uberwebinar @Uberflip @Wistia ! WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  3. 3. #uberwebinar @Uberflip @Wistia ! WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺) Join in on
  4. 4. #uberwebinar @Uberflip @Wistia ! Stick Around For a Demo
  5. 5. #uberwebinar @Uberflip @Wistia ! (Typical) B2B Marketing Goals ✦  Brand Awareness ✦  Leads ✦  Conversions ✦  Retention ✦  Product/service Adoption ✦  Up-selling ✦  Word of Mouth
  6. 6. #uberwebinar @Uberflip @Wistia ! BENEDICT EVANS “Video is the new HTML”
  7. 7. #uberwebinar @Uberflip @Wistia ! Today I’m going to talk through… ✦  Lead-Gen ✦  Increasing Conversions ✦  Word of Mouth Marketing
  8. 8. Goal 1: Leads
  9. 9. #uberwebinar @Uberflip @Wistia ! Turnstiles
  10. 10. #uberwebinar @Uberflip @Wistia !
  11. 11. #uberwebinar @Uberflip @Wistia ! 24%16% 3.4% CONVERSION @ START CONVERSION @ MIDDLE CONVERSION @ END Conversion Rate by Location
  12. 12. #uberwebinar @Uberflip @Wistia ! 0! 10! 20! 30! 40! 50! 2.3x 4.5x Turnstile Conversion Rate by Location
  13. 13. The parts of a video Nose - Body - Tail
  14. 14. #uberwebinar @Uberflip @Wistia ! 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?”
  15. 15. Long-form Teaching
  16. 16. #uberwebinar @Uberflip @Wistia ! Video Content For B2B Lead Gen ✦  Lectures ✦  Webinars ✦  Courses ✦  Interviews ✦  Workshops
  17. 17. #uberwebinar @Uberflip @Wistia !
  18. 18. #uberwebinar @Uberflip @Wistia !
  19. 19. #uberwebinar @Uberflip @Wistia ! Long Form ≠ One Take
  20. 20. Lead Nurturing
  21. 21. #uberwebinar @Uberflip @Wistia !
  22. 22. Video in Email
  23. 23. #uberwebinar @Uberflip @Wistia !
  24. 24. #uberwebinar @Uberflip @Wistia ! 300% increase in clicks vs regular image
  25. 25. Goal 2: Conversions
  26. 26. All material © THE WEB PSYCHOLOGIST LTD. 2014. No unauthorised reproduction or distribution. @philnottinghamPhil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM#NATANDNOTT
  27. 27. Join 20,000+ smart marketers & subscribe to our daily email Subscribe Now
  28. 28. #uberwebinar @Uberflip @Wistia ! Authenticity > Professionalism
  29. 29. #uberwebinar @Uberflip @Wistia !
  30. 30. #uberwebinar @Uberflip @Wistia ! Show > Tell
  31. 31. #uberwebinar @Uberflip @Wistia ! Formula For a great product video ✦  2 minutes, Max ✦  Quick Edit ✦  Lots of B-Roll ✦  A very tight script
  32. 32. #uberwebinar @Uberflip @Wistia ! Video SEO still matters…
  33. 33. #uberwebinar @Uberflip @Wistia ! 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…
  34. 34. #uberwebinar @Uberflip @Wistia ! 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… Awkward and time-consuming to manage
  35. 35. #uberwebinar @Uberflip @Wistia ! 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… Awkward and time-consuming to manage Unreliable and can affect page speed Fast, reliable and unobtrusive
  36. 36. #uberwebinar @Uberflip @Wistia ! Customise your video player
  37. 37. #uberwebinar @Uberflip @Wistia ! Branded player colour = 19% increase in play rate
  38. 38. #uberwebinar @Uberflip @Wistia ! Create a custom thumbnail
  39. 39. #uberwebinar @Uberflip @Wistia ! Custom thumb = 35% increase in play rate
  40. 40. #uberwebinar @Uberflip @Wistia ! Think of thumbnails like movie posters
  41. 41. #uberwebinar @Uberflip @Wistia !
  42. 42. #uberwebinar @Uberflip @Wistia ! Use CTAs to drive next actions
  43. 43. #uberwebinar @Uberflip @Wistia !
  44. 44. #uberwebinar @Uberflip @Wistia ! Average CTR - 12.1%
  45. 45. #uberwebinar @Uberflip @Wistia !
  46. 46. #uberwebinar @Uberflip @Wistia ! Average CTR - 13.6% (+18%)
  47. 47. Goal 3: Word of Mouth
  48. 48. #uberwebinar @Uberflip @Wistia ! WoM Video Strategy Matrix WHAT SORT OF IMPRESSION SHOULD YOU BE AIMING FOR?
  49. 49. #uberwebinar @Uberflip @Wistia ! Challenger Established Dynamic Differentiation! Product Awareness! Stable Disruption! Mindshare! BRAND MARKET
  50. 50. #uberwebinar @Uberflip @Wistia ! Challenger Established Dynamic You’re different because…! Your stuff ! is awesome! Stable Everyone else! sucks! Cool story, bro! BRAND MARKET
  51. 51. #uberwebinar @Uberflip @Wistia ! Video works really well as Ego bait…
  52. 52. #uberwebinar @Uberflip @Wistia !
  53. 53. What about YouTube and Facebook?
  54. 54. #uberwebinar @Uberflip @Wistia ! How Most Businesses Treat YouTube
  55. 55. #uberwebinar @Uberflip @Wistia !
  56. 56. #uberwebinar @Uberflip @Wistia ! Active Browsing Passive Browsing Restricted Media Type Fluid Media Type
  57. 57. #uberwebinar @Uberflip @Wistia ! Video = Aural + Visual
  58. 58. #uberwebinar @Uberflip @Wistia ! YouTube = Aural + Visual
  59. 59. #uberwebinar @Uberflip @Wistia ! Facebook = Aural + Visual
  60. 60. #uberwebinar @Uberflip @Wistia ! YouTube = Educate & Inform Facebook = Surprise & Delight
  61. 61. #uberwebinar @Uberflip @Wistia !
  62. 62. #uberwebinar @Uberflip @Wistia !
  63. 63. #uberwebinar @Uberflip @Wistia ! 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
  64. 64. #uberwebinar @Uberflip @Wistia ! Measuring Success
  65. 65. #uberwebinar @Uberflip @Wistia ! 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!
  66. 66. #uberwebinar @Uberflip @Wistia ! 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?”
  67. 67. #uberwebinar @Uberflip @Wistia ! 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?
  68. 68. #uberwebinar @Uberflip @Wistia ! Thank you!
  69. 69. #uberwebinar @Uberflip @Wistia ! QUESTION TIME! Phil Nottingham Video Strategist, Wistia @philnottingham hub.uberflip.com Sam Brennand Director of Customer Success, Uberflip @SamBrennand

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