YouTube vs Wistia: What’s The Best Video Hosting for Video Content Marketing

YouTube vs Wistia: What's The Best Video Hosting for Video Content Marketing

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So I get asked a lot. Where should I host my videos? Should I put them on YouTube? Should I put them on Wistia? Should I use Vidyard? Should I use Brightcove? There are always different places that I can put my video content on where should I put it and I tell people it really depends on what your goals are.

So by now you have to have your video content on YouTube, you are foolish if you don’t. And the reason why is because it is accessed to one of the largest audiences in the world. There are 4 billion views on YouTube every single day. That is crazy to me! 4 billion videos watched! So you need to have your video content there. That’s the first thing; you got to have some video content on YouTube.

And I’ll explain a little bit on how you should format that content for YouTube. Because it’s gonna be different then if you host that video on your website.

So first thing put video on YouTube, it has to be there. But then here’s the next thing what kind of goals are we trying to achieve? And really there’s kind of two that really impact where you gonna host your videos and this is gonna be our goal is to create brand awareness. We want people to know about us. And then the next is to increase conversions. So we want people to either convert as a lead or we want to convert them into a customer. So that’s our goal, conversion optimization is our goal.

And then the next one that kind of comes in there is we want to create video content that is going to help us on social media and on our blog and be able to attract an audience to be able to see our content. And so with each of this goals you kind of have some there’s a little bit overlap to each one of them however really at the end of the day the goals gonna drive where you put your video.

So let’s start with brand awareness like likes, shares and things like that. So when creating a brand awareness campaign you have to have that video content on YouTube. It has to be there. It is going to enable you in front of the massive audience that is looking for services or products or anything that you’re offering there looking forward on YouTube, there looking forward on Google. And Google right now they’re on YouTube and they favor YouTube videos within the search result a lot.

So brand awareness, bar none has to be on YouTube. If we are trying to get people to convert on our website, either to become a lead or become a customer then I would recommend that you host your videos with a company like Wistia, and they’re a business video hosting platform and they do more than just host your videos for you.

Their software platform actually provides massive amounts of analytics and data. So there are a lot of features that Wistia has with it. Basically be able to see how much of your video content is being watched you have a hit map of what video content has been watched and what it allows you to do is understand what part of your video is either making people convert or making people drop off and leave or not make that purchase.

And you can’t really get that type of analytical information from YouTube right now. That’s why I would host any type of conversion optimization type of video content on a video hosting platform like Wistia.

The next kind of goal that will have is the social media type of goal like likes and shares and also getting links and kind of traffic organically to your website. And for this you can use YouTube as a way to host your videos for that absolutely, however it has a lot of YouTube branding on it. It lets you embed the video properly. After those videos watched? There’s like 9 different options of suggested videos that Google offers. So then they watched that video and now they’re leaving your website there clicking through and watching another videos something totally different something nothing to do with your product or services or whatever it is you are trying to offer.

So that can be a real detractor of why you would not want to put your videos on YouTube for that or at least embedding your YouTube videos on your site for that. So in that case, I recommend using self-hosting or something like the business video hosting platform like Wistia or Vidyard either one of those are really good I’ve seen so far so I’ll try to play too many flavors but we use Wistia so you know that might have something to do with it.

In the end, if you’re going to try and have for instance a content marketing campaign that’s video centric; You’re producing video blogs or you’re producing interview style videos or something like that. Then I would say that you’re gonna be better off having the analytics and having better control of your video content by using a self hosted or a business video hosting platforms like Wistia, or Vidyard. Sometimes I hear about Vimeo and it’s a great platform to host video. It has a great quality. They do really great job of keeping the video quality itself of what you upload to be really good compared to other hosting platforms that really compress it a lot more. But let’s face it, Vimeo is great for creatives but it’s not that great for people who is trying to grow their business. Keep that in mind.

I hope that this had helped you better understand:

  1. How we host our videos
  2. How we go about that process of video content marketing
  3. Which type of video hosting platform that we would recommend base on your video marketing goals.

So thanks for reading and as always I love to hear your feedback so in the comments below make sure that you ask any questions or if you have any kind of comments or anything like that. Ask away and maybe you’ll be featured on one of our next videos or blogs.

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5 Videos that Attract, Engage & Convert Leads to Customers

5 Videos that Attract, Engage & Convert Leads to Customers

There are the five videos that every business needs in order to grow with video content marketing. Whether you’re B2B, or B2C; whether you sell a product or a service, these are the types of videos that you’re going to want to use. The videos coming up will be used at each stage of your sales funnel or buyer’s journey. Each video has a specific strategic business goal that it helps you achieve. There is some overlap in benefits however they each perform better at their specified goal.

You might notice a lot of videos from one particular business. This is because they are absolutely “killing it” when it comes to doing things right, generating leads and on-boarding customers with video content. Here’s a case study you can review if you’d like to learn more.

Related Article: How to Map Video Content to Your Buyer’s Journey

#1 – Thought Leadership Videos & Interview Videos

We hear a lot about video blogging and video content marketing. You might ask, what’s better? Should I try to do a blog or try to do a video? We see that since written content is great, if you’re not doing any type of blogging, I would say you have to do some business blogging. But if you want to see even more engagement, then you’re going to want to use video because it’s four times as engaging, than written content. If you’re going to be investing in content marketing, why go with something that’s only giving you a limited result, when you can have even better results. Some of the different benefits of using interview style videos is being able to attract leads to your website, answer your buyer questions, build buyer trust.

Strategic Business Goals:

  • Attracts leads
  • Answers buyer questions
  • Builds buyer trust
  • Build relationships
  • Educates future customers
  • Influences buyer decisions
  • Sales tool

[Tweet “Capture amazing content for blogs with interview style videos”]

http://dcd.wistia.com/medias/qgb6rz6aba?embedType=seo&videoFoam=true&videoWidth=650

How many of you guys have a hard time getting really good blog articles, or any type of information from the people that are experts? It’s difficult to get people to commit to sending you an email with their answers. This is how we get it. You sit them down in front of the camera. You ask them to talk about their business and their passion, and answer all those questions that they’re asked all the time on the phone during your consultations or sales calls. This is the way you get it across. It’s easy, it’s simple and you can record, we can do in four hours 50+ videos like this. So it can be very efficient.

#2 – Landing Page Videos:

We all know about premium content offers. These are great lead generation tools. On each landing page, we recommend a video. Did you know that using video on landing pages can increase conversion by 80%?! The video can be 30 seconds or it can be five minutes. There’s no like magic number of the length of an ideal landing page video. What you want to do is if you can get your message across in 30 seconds, it’s a 30-second video. If you can get your message across in five minutes, it’s a five-minute video. That’s how you determine the length.

You want to create desire, include the value proposition, and incorporate the benefits. This is going to entice them to convert. A lot of times the video is supported by the bullet point copy that’s included on your landing page. You can have it auto play or you can have people click on the play button. Both versions require you to test it on your audience.

Strategic Business Goals:

  • Creates desire
  • Clear value proposition
  • Converts leads
  • Thorough yet concise
  • Increases Conversion Rate

[Tweet “Using video on landing pages can increase conversion by 80%?!”]

http://dcd.wistia.com/medias/6nb7gurojs?embedType=seo&videoFoam=true&videoWidth=650

 

#3 – About Us / Corporate Profile Videos:

This is where you really focus on your ‘why’. If you are not familiar with Simon Senik you need to watch his video: “Start With Why”. Click Here to watch the video “Start With Why” Focus on why you do what you do in your business. This is not a video about how you and your company are so amazing. It’s not why we are the best at everything. Nobody really likes to watch those kinds of videos and the goal is for people to watch your video and be engaged with your brand. So much so that they feel compelled to share it with others. You want to tell a story; tell a way that you’ve been able to engage your clients, your customers or however that works and how you help them and that help solved that problem that they’re having. Tell a story for the best results.

 Strategic Business Goals:

  • Tells your “WHY” story
  • Builds brand respect
  • Builds trust
  • Starts relationship
  • Builds brand loyalty

[Tweet “Tell your “WHY” story with a Corporate Profile or About Us Video”]

http://dcd.wistia.com/medias/2hjo79z0i5?embedType=seo&videoFoam=true&videoWidth=650

 

#4 – Testimonial Videos:

People want to see social proof that the products or services that you offer are legitimate or deliver results. There’s not a magic number of reviews that you need but if you have them people will read, or watch everyone of them. They’re like flowers to bees – they love all of them but they like beautiful ones more. Video testimonials are even more powerful than written text. Take excerpts of the videos and place it all over your website. Don’t build a testimonial page on your website. Put testimonial videos where people are researching information like your blog or services/product pages. Put them where you want people to convert. You can also send these video to your email list depending on where they are in your sales funnel. These videos can be the deciding factor for customers to choose you or to not choose you.

Strategic Business Goals:

  • Social Proof
  • Builds brand respect
  • Builds trust
  • Builds brand loyalty
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Close more sales

[Tweet “Testimonial Videos Provide Social Proof “]

http://dcd.wistia.com/medias/elgj0nl6ms?embedType=seo&videoFoam=true&videoWidth=650

 

Product Demo and/or Explainer :

There are two types of video featured here. There’s a difference between a product demo and an explainer video.

If you have a product then you’ll leverage product demo videos as that 5th essential video.

If you have a service an explainer videos as that 5th essential video.

You can have some overlap but for the most part, these are the where you need to start. Product demos can showcase exactly how a product works, how it’s used, how it’s different, etc. It can be really boring or they can be really entertaining. You’re style will impact effectiveness of each video. Explainer videos can show very well a process. What steps need to take place in order for something to be successful. Each of these videos make it easier for customers to understand what they’re about to purchase (of have already purchased).

Strategic Business Goals:

  • Concise & easy to grasp
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Increase conversions
  • Close more sales

[Tweet “Help Customers Make Buying Decisions Easier with Explainer Videos”]

http://dcd.wistia.com/medias/p1vd1s9bp1?embedType=seo&videoFoam=true&videoWidth=650

http://dcd.wistia.com/medias/wec73xc5hy?embedType=seo&videoFoam=true&videoWidth=650

 

Conclusion:

We’ve had the opportunity to work with several innovative companies in Atlanta and a cross the country. The focus has always been how to generate more leads and do it better than their competition. This has lead us to constantly be looking for ways that are going to be even more effective. This journey has lead us to leverage video content. I hope that these five videos will help you grow your business. Please continue the discussion in the comments below or on Facebook and/or Twitter.

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If I’m a SAAS Start-Up What Kind of Videos Would I Produce?

If I'm a SAAS Start-Up What Kind of Videos Would I Produce?

I’ve been fortunate to work with several start up businesses in many different industries that have leveraged video as part of their launch strategy. When thinking about what kind of videos we should produce, clients would often look at their competitors or what other businesses have launched with. I don’t necessarily believe that that’s the best way to determine what kind of video you need to create to launch. What if their research or the competitors research and decision for making that video is incorrect?

So today I want to review some different kinds of videos that if I were to start-up company, what kind of videos would I create to help me launch and market my business.

What I’m going to do to help show the videos that I would create for my start up is to choose a particular industry. Every industry is different there might be some overlap but for the most part what will pertain to one industry may not apply to another. For instance if you are a startup technology company and your target market is law firms then you are going to create video content that will appeal and be distributed on channels that legal professionals are going to be.

So I’m going to be talking about videos for start up SAAS technology companies that provide a service for attorneys.

The First Video

The very first video that I would create would be a short 45 seconds explainer video. This video would dive straight into the benefits of my service to my attorney clients. It would briefly explain how my service works. And it would include a call to action to sign up for a free 14 day or 30 day trial.

The video would be placed on my homepage above the fold and have directly below it a sign up now button as well as a setup a free demo button.

We would make the video concise and brief This is the first video that we want our newly arrived prospects to watch. The video would include the very best benefits and also speak directly to our legal professional persona.

The reason why I would want this to be the first video is because I want to give the most important information to my prospects as early on in the buying process as I can. Because if they watch this video and can see the benefits, then they are more likely to purchase my product.

I want them to convert into a customer after signing up for the demo.

The Next Video

The next video that I can would create would be a very simple walk-through video sometimes called a screen cast or a webinar style training video. This would explain how to get their demo set up and whatever kind of information that they need to put into the system in order to properly do whatever it is my service does.

This would be in place to complement a FAQ section or help section within the website but make it easily accessible, easy-to-use, and short. Hopefully the sign-up process and set up process is simple and doesn’t require a lot of data entry.

I would create this video because I want people to start using my demo. I want to reduce the friction for them to adopt and really try this software out. If I can get the right person using this software and seeing how they can have immediate value added to their law firm then I want to make it as easy as possible for them to do that and understand how to do that.

The Next Series of Videos

The next video or videos that I would create would be 7 benefit focused videos that would follow up every other day during the trial period. These videos would be very simple maybe only 60 seconds long and have a member of the staff explaining these different benefits of our product and service. The video content would be focused on the most common questions that my sales team is asked about our product and service. They would not only answer these questions that arise during the demo but show the benefit and focus on the value in that answer.

Now that I have my primary sales funnel middle of the final videos in place I would then create videos to attract my personas in the legal profession.

These videos would be middle of the range budget wise so something that either my internal team of my start up could produce by getting flip cam or even using the camera on my computer if I really needed to bootstrap the budget. Otherwise I would hire a production company to come film at my office for the day and I would produce 20 pieces of video content that answer the questions and solve the problems relating to my service that my personas are looking for online.

Now the videos that I mentioned previously (the website intro video and 7 sales funnel videos) I certainly would have used a professional video production company to create because my start up needs to focus on what we do best which is provide the best service for law firms.

Wrapping Up

So these are the videos that I would create if I were startup technology company focusing on law firms for my product or service. Each of these videos have a goal of providing value to my target market. None of these are meant to close the deal but they are there to support the sales process.

The sales process would include blogging, webinars, email marketing (email automation) and workflows.

Hope these video ideas help you get started leveraging video content. I should have another industry example published soon.

Please leave your questions and feedback in the comment section below. As always, if you have a question you’d like answered on this blog, email me and I’ll get it written up here. Have a great week!

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How to Boost Your Content Marketing Strategy With Video

How to Boost Your Content Marketing Strategy With Video

Video content marketing is a widely unadopted tactic by marketers yet is outperforming typical content marketing strategies. Content marketing is certainly working well for businesses, since 41% of marketers say inbound marketing produced measurable ROI in 2013. However, those that incorporate video strategically, as an additional layer to their inbound marketing, are leaving their competition in the dust.

Vidyard recently published a study stating 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content.

This kind of performance is noteworthy… so take note!

We’ve also seen a shift of mareters that are now valuing video content as being far more important regarding their marketing ans sales content.

95% of the participants reported that becoming somewhat or far more important as a form of marketing and sales content, according to the same study by Vidyard.

You can access the complete study here. With all of this information and data that’s been collected about video content performance and being more and more important to marketers, how can you leverage video within your company?

Boost Your Content Marketing Strategy With Video Content

Odds are you already have a blog on your company website. You’ve been blogging for months now and at a pretty rappid pace because you know that that’s what’s driving traffic to your website. If your content is providing value, your readers are sharing and commenting and things seem like they’re going great. How can you improve your engagement even more? How can adding video content increase the likelihood of a prospect purchasing your product or service? Here’s how you can do it!

There are three primary types of goals for your video content:

Each of these goals demand an optimized video experience. Keep in mind that the type of videos that you create might appear to be directed at multiple goals and you are likely to get a little “goal overlap”. This is true but don’t get confused with trying to achieve all three from one video.

What’s important about the video goals you choose are the metrics you look at to determine success.

Brand Awareness video content looks like this:

 

Conversion & Traffic Generation videos look like this:

With these videos, you’re looking to increase the conversion rate on a landing page or product page, as well as generating organic traffic to this page.

Gain Links & Social Shares Videos look like this:

 

Using Video Strategically to Increase Your Authority

 
Now that you’ve chosen the video content that you want to create based upon your goals, how can you use this to help increase your industry authority? People buy from people and the stronger the relationship that you can build with your audience the more likely they are to purchase from you.

There might be one specific goal that you’re seeking to achieve with your video content but you should have 7 strategic goals attached to that one goal.

  1. Build Brand Respect
  2. Build Buyer Trust
  3. Create Desire
  4. Preempt Competitors
  5. Build Brand Loyalty
  6. Influence Buyer Decisions
  7. Close More Sales

 

All of your video content can be leveraged to achieve these seven strategic objectives but only if you plan ahead of time.

 
Build Brand Respect & Build Buyer Trust
Building brand respect and trust go hand in hand. This is achieved by being authentic. In your videos, be yourself, showcase your company culture, and have fun! (Unless you’re a not so fun brand, then just be boring and see how that goes for you.)
 
Create Desire
You can create desire for your product or service simply by educating your audience. Odds are people are watching your brand awareness video content as a way to find a solution. If you’re the one providing that solution you’re building a relationship with them and increasing the desire they have to purchase from you.
 
Build Brand Loyalty & Preempting Competitors
Brand loyalty is shown when you’ve effectively preempted your competitors. Wouldn’t you like to have all of your prospects buying from you and not your competitors?

Building a relationship with your audience through video content is more engaging than other forms of text content. This means that people are going to feel bad if they purchase from someone else because they will feel as though they are violating the trust that’s been built through a strategic process.

Not that these relationships you’re building with your audience are false, quite the contrary. The relationship that you’re building is real and authentic, you’ve just created a system that can build it more effectively and faster.
 
Influence Buyer Decisions & Close More Sales
Having influence over buyer decisions and the ability to close more sales is strengthened by your video content. Videos are not going to be the single determining factor when a buyer is making a purchasing decision but they do have a major impact. There’s a 64% increase in a prospect’s propensity to buy from you after watching a video. (Internet Retailer) You videos need to be placed strategically within your sales process from awareness, consideration, and conversion stages.

 

How Can You Get Started?

 
The first thing that you’ll want to do is choose your goals. Phil Nottingham says:

Before creating a video, fill in the blanks: ‘The purpose of this video is to ____ the audience to ____.’

Once you have decided what kind of goal you have, you’re able to take the next step of determining how this is going to fit into your inbound marketing strategy.

One of the best ways that you can get started with video content marketing is creating videos based off of your best blog content. You have already measured the success of that article based upon views, links, and shares. Now you can turn it up a notch by adding a simple video to it.
 
Here are a few examples of blogs that we first published and then created a video to complament it.
 

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How to Reach C-Level Executives: Use Video Marketing (Part 2 of 3)

get in front of coo,cxo, cfo, ceo, coo

As a continuation of our series about How to Reach C-Level Executives: Use Video Marketing we hope you enjoy part two!

With the short amount of time allotted to reaching C-level executives, there really is only one method available to perform the necessary outreach of the advertising campaign: video.

Video provides benefits no other form of marketing is able to produce, making it invaluable in pushing the material and services you and your own company provides.

Video content marketing, while still growing in popularity, is one of the very best ways to driving home an idea and drawing the interest of a perspective party. Due to the time limitations of the C-level executives, this is your best course of action.

Video Content is More Popular than Ever

Online videos are more popular today than ever before and this popularity is only going to increase. In fact, a total of 83 percent of those polled said they either agreed or strongly agreed with watching more online videos today than they had the previous.

These kinds of numbers point to a rather significant increase in not only the popularity of the online video market but also the sheer number of videos online. This points to the importance of not only creating video marketing but to also ensure it is of the highest quality, as your marketing material now has more competition for potential views.

Benefits of Video Marketing According to Forbes Insight:

c-suite-video-content-marketing

  • 65 percent of all executives who watched a work related online video all the way through eventually visited the vendor’s website.
  • Another 53 percent of viewers searched for additional produce information.
  • An average of 42 percent actually went on to make a business related purchase.
  • Even 30 percent of C-level executives state they have contacted a business after viewing a video ad through YouTube.

These statistics show remarkable benefits to producing a quality, online video. Of course, in order to garnish these benefits, the video must remain of the highest quality, as executives with tight schedules are not going to sit through inferior productions when they have more important tasks at hand. Video marketing stands as the best way to reach these potential, high-end companies, but only if it is done properly.

Video is Preferred Over Text Content

video content vs text content
(thanks Wistia for the image 😉

With the short time allotted to you to grab the attention of your target audience, you need to demonstrate why the C-level executive should select your product or purchase your services.

Large, thick paragraphs generally are not the answer, as few people actually want to read through every piece of marketing literature they receive on a daily basis. There simply is not enough time in the day to do this.

Your website can contain all of the necessary literature they might need to answer important questions, but in terms of grabbing their attention and turning on their interest, video is the way to go.

This is the easiest form of obtaining information the executive has. All they need is to click “Play” and you provide the information. While a catchy headline or image does help the word-based marketing platform, there is only so much that can be included and it all takes longer to grab the attention of the reader.

With more and more executives turning to video on a daily basis, it simply means your video has a better chance of catching their attention than another company who only produces text and print based marketing.

High Quality Video

With more and more videos going online for executives to find, it means you have more and more competition. This simply means you need to improve upon the quality of the video. This revolves around both upgrading the specifications of the video to high-definition and high-end audio.

You should to upgrade the overall appearance of the video as well, using professional lighting, graphics and music. While producing a high quality video does typically cost more, your marketing results depend on having a world class video.

Conclusion:

Getting in front of c-level executives is never going to be an easy task. I hope that these insights into how executives are choosing video content over other forms of media is going to make you consider adding video to your marketing strategy. Looking forward to your feedback and questions in the comments below. If you like this article please share it with your friends and collogues!

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14 Video Marketing Tips from 5 Leading Video Hosting Providers [VIDEO]

14 Video Marketing Tips from 5 Leading Video Hosting Providers

I’ve been writing this article for some time now. It’s taken me a while to get it all together but I wanted it to be just right. I sought out the advice from 5 of the leading video hosting platforms for business. Each one was asked what tips would they give businesses regarding video marketing. What we received from them is beyond stellar. This is huge advice from the video hosting experts on how businesses can leverage video marketing like a BOSS!

http://dcd.wistia.com/medias/t8gjfme0za?embedType=seo&videoFoam=true&videoWidth=601

Video Marketing Tips from the Leading Video Hosting for Business Providers

uStudio logo

ustudio.com Do More with Video  | @ustudio

uStudio:

“Remember video can and should be used at every stage of the sales process. The best video marketers are empowering sales teams with video for personalized and trackable communication. Look for tools that will help you measure the true ROI of your marketing videos. When you know which videos are actually contributing to revenue, your video marketing strategy practically creates itself.”

Key Takeaway: [Tweet “Track your video content that contributes actual revenue @ustudio”]

wistia-logo-full

wistia.com Video Hosting for Business | @wistia

Wistia:

I had a wonderful conversation with Kristen C. over the phone from Wistia. I don’t have any exact quotes but I did take some concise notes 😉

Creating a video is only half the battle. Once you have your initial video content, how do you get it in front of your audience? If you’re looking to generate traffic organically, you need to have a video SEO strategy. Using a video hosting platform that has SEO tools built-in is a time and resource saver.

Make sure that your video content supports your goals. If you want to grow your email subscriber list, educate your existing subscriber list, grow your organic traffic, or even lower your website bounce rate, make sure that your video content is geared to support that goal.

It’s not enough to just produce a video and put it on your website – you need to use it intelligently and leverage the right toolset to reach your video marketing goals.

Key Takeaway:  [Tweet “Have a video SEO strategy and use video intelligently to reach your goals @wistia”]

vidyard logo black small

vidyard.co Video Marketing and Sales Enablement | @vidyard

Vidyard:

Always have a goal for your video. Before you click Record, know what success looks like, how you plan to measure it, and what your KPIs are! You’ll never know if something is effective if you don’t have a goal!”

Understand your audience. Not every viewer wants to sit through 10 minutes of video, and not every prospect responds to animated content. Understanding what your buyer profiles are lets you tailor content to your specific goals, and provide the right content for the right audience.”

Do your homework. There is no industry too boring for video, but there are a lot of boring videos out there. Explore the kind of content your audience interacts with and build your videos accordingly. If your audience loves testimonials, start getting your customers on film. If your audience likes humour, don’t be afraid to show the lighter side of your company, product, or industry!”

Don’t be intimidated. Anyone with a smartphone and a basic suite of video editing tools can produce video that works. Start small – interview professionals in your industry, or make a screencast that shows off a little known part of your product or service. Don’t be afraid of video – it’s effective, easy, and powerful!”

Make sure your videos are engaging. Getting a million viewers on your videos is great, but if they only watch the first 10 seconds of your content, they’re not really engaging. Shoot for videos that keep viewers engaged for the long haul – if you aren’t seeing 50-60% of viewers watching until the end of your videos, it may be too long, or something about your content is causing viewers to drop off early.”

Put your video data to work. Connecting your video data to your marketing automation and customer relationship management platform means you can score, nurture, and segment leads based on their viewing behaviour. If a prospect watches 100% of your video, your sales team needs to know, and your marketing campaigns should react accordingly.”

Key Takeaway: [Tweet “Have a goal, know your audience, do homework, get engagement, leverage data @vidyard”]

viddler logo

viddler.com Business Online Video Hosting Platform & Solutions Provider | @viddler

Viddler:

“Online video is no longer about getting views. It’s about what your viewers do and remember after they watch your video.”

– Now, Viddler responded quickly to my tweet request so let’s not be too hard on them. They put together probably the best tip that anyone could in less than 140 characters. I would encourage you to tweet them your questions and give them a chance at answering them. *Updated* 8/22/14 (Viddler sent us some more tips! – Thanks Eric!)

We have two tips to improve your video effectiveness:
 
1) Making videos interactive improves message retention and makes a lasting impression with your audience. Engage viewers with interactive videos by using timed overlays, quizzes, and video sequencing based on user actions.  
 
2) The ability to track video’s affect on goals is essential for businesses. By integrating your video and web analytics, you can see the direct impact your videos have on your website goals such call-to-action clicks, leads and sales.
 
Video Marketing is only the tip of the iceberg for online video. It can be used for customer support, internal training, and many other applications. Companies need to consider the needs of the entire organization through the use of secure, interactive video. 

Key Takeaway: [Tweet “Video marketing is what your viewers do & remember after they watch your video @viddler”]

RAMP logo

Ramp:

ramp.com We Make Video Valuable | @rampinc

“Transcripts are a video content marketer’s best friend. Search engines can only crawl what they can read. Transcripts supercharge the SEO value of your video and will provide your video with the same search and discovery opportunities of that of a traditional text-based article.”

“Since most consumers like visuals over text, your video is sure to attract a larger audience. However, if your video isn’t engaging, you’re not likely to convert. The best way to engage your audience is to create a viewer experience that keeps your visitor on your page. Ideas include interactivity or behavioral recommendations.”

“One of the most important goals of content marketing is conversion – always include calls-to-action (CTA) with every piece of content you have, including video. Better yet – make your CTAs contextually relevant to the content in the video, and track which parts of the video are driving the most conversions.”

Key Takeaway: [Tweet “Get your viewers to interact with your video content @rampinc”]

My Thoughts

I want you to know that these companies are each awesome. They responded quickly to my request with a beyond excited attitude. I would encourage all of you to reach out to each of these respective companies with your questions.

A special thank you to everyone at uStudio, Wistia, Vidyard, Viddler, and Ramp for their participation and awesome advice!

I’m looking forward to hearing your feedback and additional questions/advice in the comments.

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How to Increase Email Marketing Results with Video Marketing

How to Increase Email Marketing Results with Video Marketing

Marketing for any business can often prove challenging. Even after you learn your key demographic, you need to know how to reach them and discover the best method for interacting with them as well. Email marketing is one of the most used methods of communicating with potential customers. There is no one right answer, but using a few different variations in your marketing approach is always a good idea.

Email Marketing with Video is Like Icing on a Cake

small__7584127598For those of you that don’t like icing, I know how you feel, but you still get my point. If you want to eat your cake and have it extra sweet, add video to your email marketing campaigns.

Email marketing is a proven way to nurture leads into customers. It’s also rather inexpensive and allows you to reach thousands of potential customers all at once.

Not all people are going to receive the message as it might end up in their spam folder, while others are going to avoid it all together, even if they do see it.

However, if you use a catchy and direct title and focus on information your target demographic is interested in, you increase the chances of them opening the email.

Did you know that adding the word “video” to your email subject line can give you a lift in open rates by 20%? That’s a big increase, especially if you have a large list.

Now that’s great but if you want to see a really crazy increase in email open rates, actually include a reference to a video being in your email within the subject line.

Example Subject:How to increase email open rates (Video)

By doing this, you can see a 55% increase in click-through-rates!

Increasing your open rates alone is half the battle. Now you just need to intrigue them enough to click on a link back to your website. Or in the best case scenario, get them to click on a video thumbnail that takes them to a video embedded on your website.

Once they’re on your website you can gather even more data on their engagement and interest in your products and services.

Email marketing with video does more than any block of words ever can. It is insightful, entertaining, to the point, and yet easier for a recipient to watch than reading a paragraph of text. There are dozens of possible upsides of using email marketing with video and here are just a few.

1. Humanize Your Content Marketing Efforts

humanize your content with videoHopefully you’re one of the savvy marketers that are using content marketing to attract your ideal customer audience. You’re doing a great job helping your audience solve their problems, find solutions, etc. but it’s still lacking a face.

Photos can help but they can’t add emphasis or inflections like a video can. Maybe a gif can add some personality but I’m not sure if a meme gif is going to persuade your audience into taking the next step to becoming a customer.

Video Content Humanizes Your Brand Online

When you add video into an email campaign, you’re making the relationship building process stronger and faster. Not to fast, it’s not like you’re going to get everyone to buy your product instantly.

You might be able to get the 25% of C-level executives surveyed that made a purchase for their business after watching an online marketing video! (Forbes) wow!

2. Segment Your Email List By Video Topic & Type

Not all leads are made the same. After all, different people like different things, different businesses function in different ways and different forms of marketing reach different customers.

Because of this, you should never blast out the exact same video marketing content to everyone.

While it might reach some interested prospects it is going to fall on more deaf ears than anything else. This could significantly increase your unsubscribe rate and who wants that?!

If at all possible, you want to segment your leads. This means produce a different video for each kind of lead based upon interest and funnel stage.

We call this mapping your content to the buyer journey and you can read more about this here.

What Videos to Send in Email Examples:

  • Send how to videos to your top of the funnel audience.
  • Send product comparison videos to your middle of the funnel audience.
  • Send case study / client testimonial videos to your bottom of the funnel B2B audience.

You might have several key demographics, and one group might like something similar to another group. The important thing is to send them what they’re interested in at the right time.

3. Be Entertaining in Your Videos

Mapping video content to buyer journey could deliver lack luster results if it’s full of boring content. You need to make it entertaining for the viewer.

Humor is good, but keep this in mind: it is incredibly difficult to properly time out humor on video. Even the funniest material in person might not transfer into video.

If you are not completely sure it is going to transfer to those watching it, try to entertain without focusing on humor.

There’s not too much that I can say about this without a specific topic of the video, but seriously, don’t be too serious. 😉

4. Keep Your Videos Short and to the Point (most of the time)

The earlier the prospect is in the early stage of the sales process the shorter the video content should be.

You don’t need to try and pack in too much information in your videos. Keep them long enough to convey your point and then include a call to action.

Anything over two minutes is pushing your luck.

Now once they are further down the funnel and are marketing qualified leads, you can send them longer video content.

Conclusion:

Email marketing with video is another tool in your marketing arsenal. Email performs great for many businesses but if you’re wanting to take it to the next level and increase your marketing results, use these recommendations. I look forward to your feedback in the comments below!

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How To Map Video Content To Your Customer Buying Cycle

How to Map Video Content to your Customer Buying Cycle

We hear so often that content is king! This is no longer breaking news. But what type of content are you talking about? Video content is the by far the most engaging content that we’ve seen online. Every year it’s growing leaps and bounds yet it is still largely not being adopted and used by businesses in their buyer process. As of late written content, (blogs, email, white papers, etc.) regardless of quality, was the focus of most commercial websites. Here’s how you can guide your prospects through their buying journey and purchase from you.

Use Video Content to Guide Customers in Their Buying Cycles

It may be a stretch to claim that content alone motivates buyers to purchase, but it may not be a mega stretch. Depending on your use and quality of video content, you can persuade prospects to enter the purchase funnel.

Much depends on the engaging quality of your video content as much as the quality of your products. At first, you must make prospects “aware” of your business and products. Quality video content does this for you.

Quality video establishes and enhances your brand and company expertise. This result helps guide your prospects through their buying cycle. Your success level depends on how well you understand your target audience buying behaviors—and how well you address their preferences by offering quality content that the right time, that speaks to their needs and wants.

Buying Cycle Stages

Converting quality leads into customers first involves making them aware that your company exists and offers products they want. Whether you get this message out through popular social media sites, email marketing or your own website, it remains “job one.”

The next stage is convincing your leads to become engaged with your organization. Talking about product quality, yours and the competition’s, can accomplish this objective without appearing to be a blatant advertisement.

The third stage is critical as you speak about the customer benefits should they buy from you versus the competition. This step builds on the first two and segways into step four, converting leads into customers.

Conversion is the fourth stage in the buying cycle. Converting leads into customers can be daunting, but happens often and seamlessly if you perform the prior three steps effectively.

Bringing people into the buying cycle is always dependent on the quality of your lead generation efforts. Quality leads often become quality customers. Random leads tend to have much lower conversion quotients, because there is little or no pre-qualification of their preference or ability to buy.

Ways You Can Map Customer Centric Video Content to Your Buyer Journey

Successful video content strategies often work whether you have a B2B or B2C organization. Mapping content to the buying cycle involves understanding and tracking the four, sometimes five, stages of the typical cycle.

Buying cycle stages are always the same regardless of your industry, but remain dependent on the quality of your leads. The best content you can afford, matched with outstanding marketing strategies can easily fall short of your expectations with less than quality leads. However, if you generate or receive quality leads you can often turn what were strangers into profitable customers—possibly returning loyal customers.

Providing customer feedback forms and encouraging reviews can lead to better mapping and content evaluation. When you combine these with special and promotional offers, you can often easily map the effect of your content throughout the stages of the buying cycle.

To get to stage three, the purchase decision, you should include and map your product specifications, customer reviews, pricing information and shopping cart results. Unlike your stage one and two content, which establishes awareness and engages leads to identify your products as optimal solutions for their wants and needs, purchase decision content involves information, such as product specs, pricing and ease of ordering.

Understanding your buyers’ behavior patterns and preferences drives your content focus, while helping you map and track the results. Mapping buying cycle activities is a key ingredient to helping you align your marketing strategies to your objectives. It’s not complicated. Get good leads, post quality content, offer prospects properly priced products, make it easy to buy, and ask for feedback is a recipe for success.

Mapping your customers’ traverse through the buying cycle stages as a function of your content is a repeatable exercise that identifies strategies that work. Even identifying content or strategies that fall short is valuable information, as it cuts your losses and saves your company money.

Learning more about what kind of videos you can use when mapping content to your buyer’s journey: How to Use Video at Every Step of Your Sales Lead Funnel to Nurture

 

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Video Content Marketing: 5 Reasons Why You’re Not Using it Right

Video Content Marketing 5 Reasons Why You’re Not Using it Right

Video content marketing when used properly is an amazing lead generating machine. However when it’s not implemented properly or only a little bit then it delvers a lackluster result.

http://dcd.wistia.com/medias/x8mbdf502p?embedType=seo&videoFoam=true&videoWidth=601

 

Missing Out on Video Content Marketing… Period

I wanted to share with you today what we have seen around the web where companies have not taken full advantage of video content marketing. Starting with 5 reasons how you’re not doing it right and some examples of what you can add to the mix so as to take complete advantage of your video content strategy.

1. Creating Only One Video

This is the biggest mistake that you can make when creating a video content strategy is using only one video. The whole purpose of this strategy is to deliver video content over time. You can only achieve this by filming and delivering multiple videos. This doesn’t mean that your video production costs to film your video increase; you can film multiple videos on one day of filming.

2. Only Using Branded Business Profile Videos

Limiting yourself to one type of video reduces the reach and effectiveness of your video strategy. The types of videos that you create have a specific purpose and goal in mind. The goal of a branded business profile video or corporate overview video, is to establish credibility and briefly explain your business. For example: if you have e-commerce products that would benefit from increase viewers and traffic, your corporate video profile isn’t going to cut it. Each type of video has a specific goal so don’t limit yourself to only one kind of video.

 

Video Marketing Examples

 

3. Exclusively Distributing Your Videos on YouTube

Distributing your videos onto YouTube isn’t bad all things considered. YouTube has billions of viewers everyday. The drawback is that YouTube viewers are typically there for reasons other than learn about your product, brand, service, or business. (Did I cover them all?)

Distribute Your Video on Multiple Video Sharing Websites to Generate More Traffic:

 

Distribute Your Videos on Video Hosting Platforms:

 

4. Failing to Use Videos on Your Blog

Using a marketing strategy that incorporates inbound marketing creates a lot of content. The perfect addition to inbound marketing is video content. Here’s a great example of using videos on your blog. You’re already generating traffic to your website with your blog articles, what better way to engage the visitor than with a video? The video doesn’t have to be long. It can be a brief introduction to the full text content.

3 Benefits of Using Video Content on Your Blog:

  • 400% Higher Engagement
  • 9% Increase Time on Your Website
  • 9.3x Increase Search Traffic

 

5. Being Complacent with Video Quality

Video creators are constantly raising the bar and sub-par video content is going to be outpaced by high quality video content.  Videos are becoming better and better everyday. Video alone is no longer enough to attract, engage, and convert your prospects. Investing in high quality video production is the safest way to ensure that your content will become sub-par.

Conclusion

It’s not enough to just include a video into your marketing strategy. Your takeaway from today’s article is to create engaging video content that your prospects and clients will love and get it out there! If you have any questions please ask them in the comments below. I’d love to hear your perspective.

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Build an Audience and Get Your Video Content Marketing Noticed Online

Build-an-Audience-and-Get-Your-Video-Content-Marketing-Noticed-Online

Get your video content marketing noticed online and grow your audience with these 5 tips from professional marketers and video production experts.

Create Engaging Video Content

Video content that is boring will not be watched for more than a few seconds and certainly not shared. Experts say that the first 15 seconds of your video are critical to engaging the viewer. Put your video’s most compelling information first. This gives you the greatest opportunity to grab the viewers attention. There are many ways that you can earn the engagement of your viewers and the best way is with trust. Deliver what you say you’re going to deliver and you will be rewarded.

Systematically Distribute Videos Around the Web

Distributing your videos around the internet is an essential next step to growing your audience. This doesn’t mean that you publish the same video on every social media channel or video hosting platform. Each social channel and video hosting platform has a strategy. There might be some overlap across channels but they are not all the same.

  • YouTube is a social media network and they have an interest at driving traffic to YouTube and keeping people on YouTube. The more videos people watch the greater the opportunity they have to sell ads.
  • Vimeo, is also a social media network, and they want you to remain on Vimeo and interact with the community. This can be great for growing your audience but it might not send people back to your website to purchase your product or service.
  • Facebook as we all know as the giant that started them all hosts videos as well. They don’t play ads on the videos and they tend to have high engagement but the sharing ability is hindered by user privacy settings and restrictions.
  • Wistia is a relatively inexpensive video hosting platform that helps you not only host your videos but drive the viewers to the pages that your videos are embedded.

The point is that part of building your audience is sharing your videos online and getting them in front of as many viewers and the right viewers as possible.

Incorporate Videos in Email Marketing

What if you could increase click-through rates by 96%? Incorporating video into your email marketing campaigns can deliver just that according to a study conducted by GetResponse. They sent nearly 1 billion emails with their internal study and emails containing a video received and average of 5.6 percent higher open rates, than emails without video. Incorporate video in your email marketing and you can achieve massive results at building your audience.

Add Video Link to Email Signature

Adding a simple link to your videos within your email signature is a easy process. By gently nudging your existing email audience to engage with your videos you can convert them into video subscribers. The call-to-action needs to generate interest so a simple “video link: http://youtu.be/fC-sgSsvkJo” might not be enough to get clicks but a “A video that will change your business forever: http://youtu.be/fC-sgSsvkJo” might do the trick.

Ask Your Viewers to Share Your Videos

People are often compelled to do something just because someone prompted or asked them to. By not asking your visitors to share your videos or click like or even asking them to subscribe you’re missing out. Remind them on each video that if they like the video and want to see more awesome video content then they should like and subscribe to your channel. Ask them to share your video with their colleagues, friends and family. If your initial viewer found value then it’s likely their network will find value as well. Don’t leave money on the table – ask your viewers to share.

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photo credit: Oneras

5 Ways to Customize Your YouTube Channel for Video Marketing

5 Ways to Customize Your YouTube Channel for Video Marketing

Video content marketing is the solution to the general marketing challenges of your business. Most of the video marketing videos created are viewed on marketing channels online and not televisions. Youtube has been used by many business owners to market their product and services. This method has proved to be very successful. Most of these businesses have realized that YouTube marketing does not guarantee many viewers but rather the opportunity to be found by prospects searching for your product or service. This increases the number of potential new customers. Since everyone is rushing to it, you have to be smart and unique to get the most viewers. Below are some of the ways on how you can customize YouTube channels to get the most out of it in terms of marketing:

 1. Create Attractive Video Content

Like the video above, you should avoid creating long and boring videos to market your products. Your videos should be elegant, to the point and very interesting. During the pre-production phase of your production, try and incorporate what Seth Godin calls your ‘purple cow’. You should create videos that will capture your viewers’ attention, thus enabling them to know more about your products in an interesting way.

2. Create Videos That Are Easy To Find

Create videos that target what your audience is most likely to search. You should have it in mind that videos also appear on the very first page of many search engines. That is where video SEO comes in. When your videos are easy to find they will appear on the search engines without necessarily going to the videos option. The title of the video should contain the keywords of what you are aiming to market to your viewers.

3. Use Annotations

Using annotations on your YouTube Videos (credit: YouTube.com)
Using annotations on your YouTube Videos (credit: YouTube.com)

Annotations are a feature unique to YouTube that enables you to link other related YouTube videos and other YouTube channels from your video. This feature is useful since it enable you to guide viewers to see your other videos on Youtube. Annotations do not allow the linking to videos on other sites apart from YouTube. You should also create a playlist of the videos that market your product to the best or the ones with the most views and place it in annotations.

4. Place Links on The Videos

You can include your website’s link in your video on YouTube. This will enable those viewers that are interested in your products to easily access your website and learn more about them. You can be clever with using these links as well. By referencing the link in the video and telling your video viewers to click on it, you can drive significant traffic to your website and e-commerce products. 

5. Create a Custom Background

Creating a custom background for your YouTube channel will make your channel look unique and personal.  You can include your logo in the videos.  This way, your viewers will easily identify the product on the video. Also the colors in the background should match your branding. This will enable viewers to associate your channel with you, and they will be coming back for more videos whenever you upload new ones on your channel.

Summary:

If you use the above tactics when creating your video marketing content, then, you can be sure to get the best returns from your investment in video marketing on YouTube.  As long as your video is interesting and is about your business, video marketing is the solution to marketing your business. Yur sales are likely to increase after implementing this strategy.

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How Video Content Marketing Enhances Your Content Marketing Efforts

video-content-marketing-enhances-marketing

How Can Videos Enhance Your Content Marketing Efforts?

The Power of Video

Considering how much video is a part of our lives, it’s hard to believe it’s only been a viable commercial technology for a little more than seventy years or so. However, our penchant for moving images makes video a powerful choice to include in any effective content marketing strategy.

Today, successful Internet marketers understand the effectiveness of video content marketing as a win-win proposition. According to eMarketer, 93 percent of the major online marketers employ video content marketing. This popularity is based on your ability to get across a message effectively and cost-effectively with various types of video applications.

At the same time, search engine algorithms put a lot of weight on video, enhancing web visibility and organic search results. Visitors may spend only a microsecond on a site page, but multiple seconds and minutes watching a video. These SEO benefits increase both inbound marketing results and conversion rates. Video marketing should be an integral element of any marketing strategy.

There are two key elements to contemplate when developing your video SEO strategy. These include both the types of videos you create and how you use them.

Types of Videos

Modern video production provides amazing economies to any user. Even the most inexpensive video recorders today provide incredible quality in almost any situation. While video production quality is important, it isn’t necessary to use professionals to add a little lighting and achieve fully acceptable results.

When evaluating your content marketing, keep video content marketing in mind for:

  • Webinars. Not only are webinars great the first time around, they can be posted for endless replay. Imbedding webinar links in tweets, posts and emails also impacts inbound marketing results
  • Testimonials. These powerful clips are especially useful for geo keywords. If your business covers several cities, use videos from each city and tag/link them accordingly
  • Blogging. Many people who don’t consider themselves writers can produce powerful video blogs. They can also be used within standard blogs for their SEO impact. Again, these offer a great opportunity for inbound links to post.
  • Press releases. You’ll find a lot of info out there about the use of press releases. You can create a sense of an event when you create a video explaining a press release. Don’t just read the written release; include some interview and video of the subject of the release, such as a product, service or a location.
  • Product demos and installations. Your video content marketing should always include extensive videos covering your products. You simply can’t produce too many videos showing your product, how it’s manufactured, installed, used, etc. The tags and keywords involved are rich for video SEO value
  • Be creative. The above are only starting points. Video is, as they say, limited only by your imagination.

Key Video Content Marketing Tips

While all the normal SEO rules apply to your videos, including tags and keywords in their descriptions, there are a few extra steps you can take to increase views and their usefulness to inbound marketing efforts.

Here are a few:

  • Go after as many likes, shares and tweets as possible. They show relevance and engagement, two search engine priorities.
  • Develop a YouTube channel and use SEO to get the videos you produced showing up in search results.
  • Embed videos on your website and social media pages, along with supporting text
  • Use schema.org for video markups.

Online video is a win-win for providing quality content to your customers and for enhancing web SEO visibility. Take the time to do it right.

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