How to Set the Goals that will Accelerate Your Video Marketing Success Kristen Craft, Director of Partnerships at Wistia @thecrafty
 Ezra Fishman, Director of Marketing at Wistia @ezrafishman
 Lenny, Office Dog What’s Wistia? ! We are: • Video hosting built for business - 80k customers • A resource for learning how to make great business video We are not: • A video production company • A video consulting company • A marketing agency 1 Thinking outside the box 2 Examples of great integration 3 Video’s super powers Table of Contents 4 A spectrum of goals 5 Ge ing started with video 6 Questions, and hopefully answers Thinking outside the box 1 The video box ! ! Too narrow of a lens ! A video is only a piece of the puzzle ! My Company A product page from Hubspot ! We can’t talk about the goal of this image independent of the page Same is true of this video And this video What are my goals for this video? ! ! How can video help me accomplish my goals for this page? ! ! ! ! ! … for this email? ! ! ! … for this campaign? ! Examples of great integration 2 Goal = get more registrants for conference ! How can video help achieve this goal? • Show what happened last year • Hear from past attendees • Improve click through rates on promo emails ! In some cases, the answer will be => video cannot help achieve this goal. That’s fine! Goal = increase signups by explaining your product and features ! How can video help achieve this goal? • Show your product in action • Highlight particular features or use cases • Drive deeper exploration Goal = reduce support tickets related to a specific feature ! How can video help achieve this goal? • Give step by step instructions for using a feature • Evaluate where viewers pause and rewatch Video’s super powers 3 Leverage the strengths ! Video is very good at: • Explaining complex topics • Showing how to … • Building trust • Making us more human Increased conversion by 10% Explain complex topics Show how to … Goals • Improve on-boarding • Reduce support • Scale sales personnel • Increase inbound traffic Build trust Goals • Increase sales qualified leads • Improve lead conversion rates • Supercharge recruiting efforts 1,000 survey responses! Make your business more human Goals • Build rapport with your audience • Get visitors to pay attention and take action • Increase word of mouth referrals A spectrum of goals 4 The spectrum Start Short term, measurable ROI Growing more comfortable with video ROI = time saved + inbound traffic Team is fully on board with video Leveraging the emotional power of video Acknowledge direct ROI will be tough to measure Getting started with video 4 “Now what?” The Fears ! • Will I make the right video? • Can I do it without pro help? • Will the video look crappy? • Will I look and sound stupid? The Concept The Script The Setup Use the camera you already have.

1. Ezra Fishman & Kristen Cra
How to Set the Goals that will
Accelerate Your Video Marketing
Success

2. @ezrafishman #KISSwebinar
Join Ezra on Twi er

3. @thecrafty #KISSwebinar
Join Kristen on Twi er

4. Kristen Cra
Director of Partnerships
Wistia
@thecra y
Ezra Fishman
Director of Marketing
Wistia
@ezrafishman
Lenny
Office Dog
Your presenters

5. What’s Wistia?
!
We are:
• Video hosting built for business -
80k customers
• A resource for learning how to
make great business video
We are not:
• A video production company
• A video consulting company
• A marketing agency

6. 1 Thinking outside the box
2 Examples of great integration
3 Video’s super powers
Table of Contents
4 A spectrum of goals
5 Ge ing started with video
6 Questions, and hopefully answers

7. WATCH WEBINAR RECORDING NOW

8. Thinking outside the box
1

9. The video box
!
!

10. Too narrow of a lens
!

11. A video is only a piece of the puzzle
!
My Company

12. A product page from Hubspot
!

13. We can’t talk about the goal of this
image independent of the page

14. Same is true of this video

15. And this video

16. And this video

17. And this video

18. What are my goals for this video?
!
!

19. What are my goals for this video?
!
!

20. What are my goals for this video?
!
How can video help me accomplish my goals
for this page?
!
!
!
!
!

21. What are my goals for this video?
!
How can video help me accomplish my goals
for this page?
!
… for this email?
!
!
!

22. What are my goals for this video?
!
How can video help me accomplish my goals
for this page?
!
… for this email?
!
… for this campaign?
!

23. Examples of great integration
2

26. Goal = get more registrants for conference
!
How can video help achieve this goal?
• Show what happened last year
• Hear from past a endees
• Improve click through rates on promo emails
!
In some cases, the answer will be => video cannot help
achieve this goal. That’s fine!

28. Goal = increase signups by explaining your product
and features
!
How can video help achieve this goal?
• Show your product in action
• Highlight particular features or use cases
• Drive deeper exploration

31. Goal = reduce support tickets related to a specific
feature
!
How can video help achieve this goal?
• Give step by step instructions for using a feature
• Evaluate where viewers pause and rewatch
• Set context for the feature and its use

32. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

33. Video’s super powers
3

34. Leverage the strengths
!
Video is very good at:
• Explaining complex topics
• Showing how to …
• Building trust
• Making us more human

35. Explain complex topics

36. Explain complex topics
Increased conversion by 10%

37. Explain complex topics

38. Explain complex topics
Goals
• Increase conversion rates
• Increase traffic to key pages

39. Show how to …

40. Show how to …

41. Show how to …

42. Show how to …

43. Show how to …
Goals
• Improve on-boarding
• Reduce support
• Scale sales personnel
• Increase inbound traffic

44. Build trust

45. Build trust

46. Build trust

47. Build trust
Goals
• Increase sales qualified leads
• Improve lead conversion rates
• Supercharge recruiting efforts

48. Make your business more human

49. Make your business more human

50. Make your business more human

51. Make your business more human

52. Make your business more human

53. Make your business more human

54. Make your business more human
1,000 survey responses!

55. Make your business more human
Goals
• Build rapport with your audience
• Get visitors to pay a ention and take action
• Increase word of mouth referrals

56. A spectrum of goals
4

57. The spectrum

58. Start

59. Short term, measurable ROI

60. Growing more comfortable with video

61. ROI = time saved + inbound traffic

62. Team is fully on board with video

63. Leveraging the emotional power of video

64. Acknowledge direct ROI will be tough to measure

65. Ge ing started with video
4

66. “Now what?”

67. The Fears
!
• Will I make the right video?
• Can I do it without pro help?
• Will the video look crappy?
• Will I look and sound stupid?

68. The Concept

69. The Script

70. The Setup

71. Use the camera you
already have

72. $100 DIY Lights

73. Get Loose!

74. h p://pages.wistia.com/kissmetrics
Wistia XL Free Plan
•5 videos
• 10GB monthly bandwidth
• Free for life

75. Question time!
5
h p://wistia.com/learning
Kristen Cra
@thecra y
Ezra Fishman
@ezrafishman

76. THANK YOU