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”]

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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%?!”]

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#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”]

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#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 “]

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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”]

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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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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!

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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 Reach C-Level Executives: Use Video Marketing

In the business marketing world, you are going to come in contact with all levels of professionals. There are the small business owners who might have one or two employees, middle of the road office managers, who oversee a group of workers, and then there are the C-level executives. How do you get in front of and reach the C-Suite?

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The elusive corporate executives who often run multi-million dollar businesses, have dozens, if not hundreds of employees under them and generally sit at the head of the board of directors (or at least is part of the board). Of course, with more money and a larger business comes more responsibility. This also means less time for smaller tasks such as reading emails and going over other non-essential content regarding the business.

So You Ask, How Do I Reach the Elusive CXO Audience?

If it is your goal to reach and attract the C-level executives, you need to focus your video marketing specifically on these professionals in such a way  that is different from other business owners.

This is not to say a small business owner is not busy, but they are generally more likely to make time for potential service pitches that can save them personally a good deal of money. With all of this to consider, you need to produce a video marketing campaign that is tailored superficially for these professionals executives.

Aim High: Zero in on Your Target C-Suite Audience

When pitching your information and material to C-level executives, you want to aim towards their level of business. It is immediately apparent who your target demographic is, so if you are trying to pitch both small business owners and C-level executives at the same time it just is not going to work. You want to show to these individuals your service can help a multi-million dollar company, not just a mom and pop store.

They want to hear your pitches in terms that interest them, so aim your video content directly at the large businesses. Besides, when producing video marketing material you really need to have different video messages for different demographics.

Speak Their Language: Create Video Content That Matters to Them

When producing C-level executive video marketing  content, you want to speak their language. The bottom line is ultimately the most important element for any executive in a major business. This is because they need to appease stock holders and other members of the board. If they don’t, they might eventually lose their job because of it.

What matters to CEO’s?

  1. How will this save me time?
  2. How will this save me money?
  3. How will this help me reach my goals of growing my business?

Point out how much money you can help them save and how quickly your services can help. Time and money are both key to C-level executives, so make sure to cover this.

Tell them how your product or service is going to solve these problems. Use video content to tell them. Why video marketing? They want it:

59% of C-level executives prefer to watch a video than read text.
(According to Forbes.com)

Get to the Point

C-level executives value their time, so if you do not interest them in a very short window they simply are not going to watch the entire video. First, the initial video needs to be short. You just need to interest them and string them along to want and view the longer material.

Once you get them to watch your first piece of online video content, an average of 50% will look for more information and 45% report that they contacted a vendor after seeing an online video ad (Forbes.com)

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Your top of the funnel (attract phase) video marketing strategy is like a trailer for the actual movie. You want to interest them in seeing what else you have. This means present essential information that is really going to interest them (time and money) and by doing so at the beginning of the video. Grab hold of their attention and don’t lose it!

An executive is going to flip through videos, email marketing and other content rather quickly, they have a good amount of tasks to complete in a short period of time.

If you do not interest them in the few seconds they have your video on, they are just going to exit out and move on with it. Interest them right away, or you lose your shot.

We use a series of very short videos on our inbound marking services page (see it here). The videos are really quick snippets. They are 17 seconds, 26 seconds, 10 seconds, 51 seconds, and a longer about us video that’s 2 minutes. Overall it’s around 3 minutes, 30 seconds of video content but is short, easy to watch and fast to consume video content.

 

 

Conclusion Until Part 2

The moral of the story is that your video content for CEO’s needs to vary in length from super short (Under 20 seconds) to mid-range (2-3 minutes) , to long form (5 minutes to 30 minutes). The longer content would be videos like webinars, tutorial, and on-boarding videos. Speak with a professional video marketing agency if you have any questions about the length and type of videos you might want to create.

I hope you have learned a little today about how you can reach the c-suite executives using video marketing. I look forward to your feedback and discussion in the comments below. Please consider sharing this with a friend or collogue if you’ve found it useful!

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

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5 Best Practices used to Create Remarkable Video Marketing Content That Generates Leads

5 Best Practices used to Create Remarkable Video Marketing Content

One of the very best ways to reach new customers, regardless of the services or products you provide, is through the aid of online videos. Video content attracts most consumers and the desire to watch a well produced video over reading large blogs is extremely desirable. However, simply crafting a video does not instantly mean you are going to see an increase in sales and clients. You need to follow through with a set of very specific instructions. This way, you know your video is going to be propertly produced and have a better chance of reaching the necessary audience.

Keep Persona in Mind

You need to know who your target audience is. You don’t want something with MTV graphics flashing across the screen when you are marketing your products to a retired generation. Your key demographics is essential and it is going to ultimately depend on who you are selling your products and services to. Plus, the more you know about your key demographics the better off you are going to be and the easier it becomes to produce a video for your specific target audience.

Stay on Topic

When creating remarkable video content, you might want to attempt to cover a handful of topics in the same video. However, with how video marketing works, this no longer is necessary. Before the Internet, you had 30 seconds to create a video advertisement for a local television station and you would try to cram in as much information as possible in order to shotgun the audience and hope the general spray of information would catch the eyes of a few individuals. With Internet marketing, you can market specific videos to different demographics. If you have different services used by different age groups, you don’t want to push both topics into the same video. This is just going to turn off some of the viewers and they might stop watching the online video before it even gets to their desired topic.

Educational Content Consistently and Frequently

You need to make sure and maintain a quality of video education throughout all of your videos. You can’t just have one nice video and the others are rushed. Each video needs to have a high level of educational information, all while keeping it to the point. When viewers can consistently rely on your videos they are going to be more likely to return to your videos. If you start producing less than desirable videos that are not going to have the educational content viewers desire, they are going to turn away form your website and your videos. This is why creating remarkable video content is so important. Even if one of the videos the viewer watches it not on the same topic they desire, they can identify when the information is solid and helpful. This makes it more likely for them to search for other videos.

Appearance

Appearance is very important. You need to look professional and keep everything clean looking. You don’t want your office to look dirty or to have stacks of papers covering desks. If you look unorganized in your videos, viewers are going to identify your business as being unorganized. On top of this, you want a well written script. While you don’t need to go out and hire a professional screenwriter, simply having someone on hand who can write an easy to follow, clear script is going to help the video flow better.

Call to Action

It does not matter what you sell or the services you provide, you need to always close with a call to action. Remind individuals the products you sell and the services you provide, then tell them why they should check you out, either for more videos or for their specific needs.

Conclusion

Harnessing video content to use within your marketing campaigns is not a simple task but creating remarkable content follows these basic principles. In order to reach the largest number of possible customers and clients, you need to keep your video focused, short and to the point. I welcome your feedback regarding, please leave join the discussion in the comments below.Consider sharing this with a friend or colleague.

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The TRUE Definition of Video Marketing Goes Beyond Video

What is the True Definition of Video Marketing

http://dcd.wistia.com/medias/5rxxf8tdxy?embedType=seo&videoFoam=true&videoWidth=601

There’s more than one meaning of Video Marketing?

Hi everyone, I want to share with you a little bit of insight into what is video marketing. We have two opinions; one is the traditional opinion of what video marketing is and the one that is widely accepted by most people and then we have our opinion. What is DCD’s approach towards video marketing. That definition of what video marketing is at least that’s the way we like to look at it. So you can then decide for yourself which is a better definition of video marketing.

 

What is Video Marketing

Let’s begin, you have what is video marketing: the traditionally accepted definition is incorporating video-content into your marketing campaigns. For example it could be that you are using video in TV advertising, online advertising, you’re using it on your website, using it in a blog.

  • TV Advertising
  • Online Video Advertising
  • Website
  • Social Media
  • Blogging
  • etc…

Anyone of your marketing campaigns you can incorporate video into it and then you have video marketing. Thats the widely accepted point of view. This makes a lot of sense, but we think that there’s a little bit more to that.

There’s more to Video Marketing than you think

We believe that video marketing is getting a specific video in front of a targeted audience with the goal up getting that audience to take specific action. When you think of video marketing in that light, it’s much more sophisticated. There’s a lot more that is involved then just producing a video and uploading it to your website or putting it on social media. You know those are all great delivery methods and distribution channels but that in my opinion, doesn’t really define what video marketing is.

“We believe that video marketing is getting a specific video in front of a targeted audience with the goal up getting that audience to take specific action.”

Video marketing is getting a specific video in front of a targeted audience with the goal them taking a specific action. Hopefully you can take that to heart and rather than thinking “oh let’s just create some video content and put it on our website” or start advertising with video. Rather think of video marketing is being a much more sophisticated process of targeted results that are driven by your goals rather than just “hey we want to start using video.”

In some upcoming videos I’ll be covering in greater detail: how to determine your specific video(s), how to use videos to target your audience, and how to use videos to make people take action.

Let me know if you have any questions and be sure to join the conversation 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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4 Kinds of Content Marketing Videos for Local Businesses

4 Kinds of Content Marketing Videos for Local Businesses thumbnail

If you have a local business and you want to start using video content to market your business, you need to make videos that people are going to actually watch. The video content you’re incorporating into your inbound marketing strategy should do just that.

Videos Using Generic Search Terms

Prospects are going to be searching for common terms for the product or service that they are looking for. For example, if you’re an attorney, they could search for “Atlanta business attorney, personal injury attorney in Atlanta, Atlanta estate attorney, etc” so on and so on. These terms are all specific to a service and a locale.

What’s great about these videos is that they give you the opportunity to introduce your brand. You can immediately engage your viewers with the most influential information about why they should choose you.

Videos with Discounts or Coupons

Another way you can provide value to your prospects is through coupon or discount videos. These can have a a very concise message focused around a particular offer. This can help drive customers into your business. From there, you can build your lead nurturing list and continue to market to them. Coupons are a proven method for attracting first time as well as existing customers to purchase from you.

How to Videos

There’s no doubt about it, how to videos are a huge hit among online video viewers. There’s no telling how many videos you have probably watched yourself explaining how to do something.

When it comes to a local business using how to videos in their marketing Home Depot certainly dominates. They have over 1300 videos that are educating their costumers. Think about what you can do to help your ideal customers do something that includes a product or service that you provide.

Frequently Asked Questions Videos

FAQ videos are great ways for you to answer common questions that you often hear. These are different then how to videos because they are focused on questions relating to your product or service. An example for attorneys would be a video about the law firm’s pricing structure. This could detail out your typical hourly rate, contingency option or even a payment plan offering. This is one of the most common questions that you can answer “how much is it going to cost?”

Conclusion: Local Businesses Should Use Video Marketing Content

Don’t worry, you don’t need to create thousands of videos. Starting with one targeted video that answers the search that your costumer is looking for is where it all begins. You need to also think about where that video is going to be located on your website. What action do you want them to take after they view the video. Consider downloading our corporate video production cheat sheet to help you efficiently plan your video production process.

I’m looking forward to reading your thoughts in the comments below. Consider sharing this content with your friends or subscribing to this blog to receive notifications of our next article.

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Why Most Video Production Companies Don’t Get Online Video Marketing

Thumbnail - Why Most Video Production Companies Don’t Get Online Video Marketing

I really think that when it comes to video marketing the majority of video production companies get it wrong. There are major differences between each type of video that you can create. I hope not to upset too many production companies with my next rant but I have to get it off my chest.

You Don’t Buy a Single Video for Multi-Channel Video Distribution

One of the common things that a video production company will say is that you can use this video anywhere. They’ll say “put your video on social media, put it on your homepage, get it on your trade show booth TV screens, link to it on a QR code on your business card…” etc, etc. the list goes on. These are all different ways that you’ll hear how to distribute your video content. The problem with this is that each video has a unique purpose and goal. In order for a video to be highly effective it must be targeted. A video that you share on Facebook is going to have a different result and level of engagement than a video that you’re playing at a trade show.

Multi-channel video distribution is often used as a way to leverage your video production investment. In some cases this could be the best way but if you really want to get the most out of your video investment then you need to plan your video marketing strategy to include video content that is made for that distribution channel.

In other words, just because you have shoes doesn’t mean they fit every foot. The right show for the right foot. (ok I admit poor example, but if you have a better one share it in the comments).

What Video Marketing Is and What it is not

Video marketing is not distributing your video everywhere and anywhere hoping people will watch it.

Real video marketing is getting a specific video in front of a targeted audience with the goal of them taking a specific action. This usually is buying your product or service, downloading an offer, or signing up for something.

Video marketing is about targeted measurable results and not spraying and praying. Absolutely, you can produce a video and put it everywhere on the web and get tons and tons of random views but if someone watches your video and they are not your ideal customer are they making you money?

Take a look at these video marketing statistics:

Videos on landing pages increase conversions by 86%. (source)

I wonder what kind of video they had on the landing page. Did they create one company overview video and embed it on the page? – Probably not. A video marketing agency would probably recommend a video that is unique to the offer on the landing page. It would also have a call-to-action that is relevant to the page. i.e. the form is on the right and the voice over in the video says “complete the form on the right to get the offer”. Here’s a simple example of a video created exclusively for a landing page. This is promoting an ebook: The Beginner’s Guide to Inbound Marketing – It’s free so check it out.

Two-thirds of the world’s mobile data traffic will be video by 2016. (source)

Do video production companies worry about where the video is going to be embedded? – Probably not. They’re main focus is producing a great video -right? It’s then up to you to prepare it for your target audience online. What is fascinating about this statistic is that video is now becoming widely available on your mobile device. This increase in mobile video viewership is going to impact how and where you embed your videos. Your mobile presence needs to be optimized to handle the traffic that mobile video can send to your website.

Conclusion

Here’s my rant on why many video production companies just don’t get online video marketing. I can’t wait to read your thoughts and feedback in the comments. If you enjoyed this article please consider sharing it with your friends and colleagues. Businesses just can’t afford to produce poor video content marketing strategies!

 

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