Presentation on Video Marketing for #MNSearch Summit.

1. 1
Using Video
to Create a
More Efficient Funnel

2. Casey Henry
Currently working at Wistia on the
marketing team managing SEM, SEO,
Data Analysis, and PPC.
4 years working at Moz in Seattle on
their Marketing and Engineering teams.
SEO consultant & developer before
working with Moz.
2

3. About Wistia
Wistia is a video marketing platform
that combines world class video hosting,
marketing tools and video analytics.
Hosting over 4 million videos
175,000 customers hosting videos
Played video for billions of users
40ish employees
Based in Cambridge, MA
http://wistia.com/
3

4. 4
2013, 2014, 2015 The Year of Video

5. 5#mnsummit @caseyhen

6. Why 2015 IS The
Year for Video
6#mnsummit @caseyhen

7. Why 2015 IS The Year for Video
Reduction In Cost of Equipment
7#mnsummit @caseyhen

8. 8#mnsummit @caseyhen
Why 2015 IS The Year for Video
Reduction In Cost of Equipment

9. Availability of Success Metrics
9
The Days of Play/View Counts Are Over
#mnsummit @caseyhen
Why 2015 IS The Year for Video

10. Native Facebook/Twitter Video
10#mnsummit @caseyhen
Why 2015 IS The Year for Video

11. Faster Internet Speeds
11
Source: Akamai
#mnsummit @caseyhen
Why 2015 IS The Year for Video

12. Video Marketing
12

13. Video Marketing
In Your Content
13

14. Video Marketing You Know
14#mnsummit @caseyhen

15. Video Often Cannot
Stand On It’s Own
15#mnsummit @caseyhen

16. Video = Content
Video = Form
16
- Phil Nottingham (Distilled)
#mnsummit @caseyhen

17. Video & Site Metrics
17#mnsummit @caseyhen

18. Video Can Take Time To
Get Right, Test!
18#mnsummit @caseyhen

19. Video Builds
Connections
19#mnsummit @caseyhen
Emotional

20. Tip of the Iceberg
20#mnsummit @caseyhen

21. 21
Marketing
Content
Marketing
Funnel
Marketing
Video Marketing Video Marketing

22. Video Marketing
In Your Funnel
22

23. Video & The Fold
23#mnsummit @caseyhen

24. 24#mnsummit @caseyhen
Each Zone is
250 Pixel in
Height

25. 25#mnsummit @caseyhen

26. 26#mnsummit @caseyhen

27. 27#mnsummit @caseyhen

28. Custom Thumbnails
35% Increase In Play Rate
28#mnsummit @caseyhen

29. Custom Play Button
19% Increase In Play Rate
29#mnsummit @caseyhen

30. Prospecting & Video
30

31. Preroll Video
31#mnsummit @caseyhen

32. 32#mnsummit @caseyhen

33. Brand Awareness Play
Most Clicks Bounce
33#mnsummit @caseyhen

34. Facebook Prospecting
34#mnsummit @caseyhen

35. Use RHC for
Sales Material
Use Newsfeed for
Content Material
35#mnsummit @caseyhen

36. Facebook’s Ad Exchange
Rules Make Things
Semi-Difficult
36#mnsummit @caseyhen

37. Native Facebook Video
Defaults With No Sound
37#mnsummit @caseyhen

38. SEO & Video
38

39. Remember These Days?
39#mnsummit @caseyhen

40. 40
Video Marketing Is
About More Than Just
Video Snippets!
#mnsummit @caseyhen

41. What About YouTube!
41#mnsummit @caseyhen

42. Your Home vs. Playground
42
http://bit.ly/youtube-playground
#mnsummit @caseyhen

43. Create and Measure
Video KPIs
43#mnsummit @caseyhen

44. Go Where Your
Audience Is
44#mnsummit @caseyhen

45. What’s Left of Video SEO?
45
Meta Tags Needed for Context
iFrames
Video Search Tab
Enjoy Structured Data for Now
#mnsummit @caseyhen

46. PPC & Video
46

47. How Are Companies
Using Video
w/Paid Landing Pages?
47#mnsummit @caseyhen

48. 100,000 Keywords
48#mnsummit @caseyhen

49. 375,000 Landing Pages
49#mnsummit @caseyhen

50. 13% of Landing Pages
50#mnsummit @caseyhen

51. 145,000
Domains
51#mnsummit @caseyhen

52. 0.25% Had Video
938 Pages
52#mnsummit @caseyhen

53. Videos Can Help Increase
Those Conversion
53#mnsummit @caseyhen

54. Give a Clear CTA When
The Video Ends
54#mnsummit @caseyhen

55. 55
Poor Landing Page
#mnsummit @caseyhen

56. 56

57. Your Funnel & Video
57

58. Limit Video Use
In Your Funnel
58#mnsummit @caseyhen

59. Videos Should Convey
Different Messages
59#mnsummit @caseyhen

60. Product Explainer Video
Increase Conversion By 35%
For Those That Complete
60#mnsummit @caseyhen

61. Spikes in Engagement
61#mnsummit @caseyhen

62. Retargeting & Video
62

63. Retargeting is about
Segmentation
63#mnsummit @caseyhen

64. Fire pixel on
completion of video.
64#mnsummit @caseyhen

65. 15-20% increase in
conversion after viewing
first video and retargeted.
65#mnsummit @caseyhen

66. Wistia
http://bit.ly/wistia-events
Vimeo
http://bit.ly/vimeo-events
YouTube
http://bit.ly/youtube-events
66#mnsummit @caseyhen

67. Social & Video
67

68. It’s about connecting to
your audience...
68#mnsummit @caseyhen

69. Drive to website for
conversions after
connection
69#mnsummit @caseyhen

70. Go to the network where
your customers are!
70#mnsummit @caseyhen

71. Use video to
tease out your content
71#mnsummit @caseyhen

72. 72#mnsummit @caseyhen

73. 73#mnsummit @caseyhen

74. Native Video
74#mnsummit @caseyhen

75. Native Video
75#mnsummit @caseyhen
Spent
$0

76. Native Video
76#mnsummit @caseyhen

77. Native Video
77#mnsummit @caseyhen
Spent
$125

78. Native Video
78#mnsummit @caseyhen

79. Native Video
79#mnsummit @caseyhen
Spent
$250

80. Native Video
80#mnsummit @caseyhen
Facebook more
cost effective
Twitter’s new autoplay
feature may help

81. Wrapping Things Up
81

82. 82#mnsummit @caseyhen
Video is Primarily Being
Used for Blog Content

83. 83#mnsummit @caseyhen
But.....
We Are In The Early
Stages of Something Big

84. 84#mnsummit @caseyhen
Video for Paid
Campaigns is Still
Underutilized

85. 85#mnsummit @caseyhen
Now is the Time to Get
the Upper Hand on the
Competition

86. 86#mnsummit @caseyhen
Resources if new to video
Wistia Community
http://wistia.com/community
Wistia Learning Center
http://wistia.com/learning