A different approach to video marketing
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Transcript of A different approach to video marketing
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Ezra Fishman
June 2014
A Different Approach
to Video Marketing
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This is me.
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These are my credentials
80,000 14 10
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These are my credentials
http://wistia.com/blog/music-for-business-video
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Inbound Marketing
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Inbound Marketing(secret ingredient)
Trust
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The Trust Bank
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Trust Credits
• Information when I’m
looking for it
• Teaching and asking nothing
(or little) in return
• Being honest & transparent
• A personal touch
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Trust Debits
• The pushy salesperson
• Talking only about yourself
and your product
• A machine, when I’m
expecting a human
• Low quality content
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A Trust Surplus
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A Trust Surplus
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A Trust Surplus
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Trust is good.
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What is video?
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Moving pictures + sound
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Another medium to share
information and communication
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Do you use text in your marketing?
Why?
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Do you use images?
Why?
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Do you use videos?
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We use video at Wistia because …
• Video lets us communicate
complicated, visual things
• Video helps us show off our
personality
• Video lets us connect emotionally
• Video makes us more human
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Video helps build trust.
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A few examples
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I’m scared of robot dentists.
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http://www.charlesriverdental.com/
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Hi Marta, I’m Ezra.
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Make a personal connection.
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Hi Ezra, !Sorry I missed you earlier.
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Be a human.
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http://www.wisegrass.com/2010/11/11/is-it-too-late-to-overseed-this-fall-probably/
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Be a friendly human.
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Video builds TRUST.
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And this is a hard sell to your boss.
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Where’s the short term, measurable ROI in
building trust with video?
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Start closer to the $’s
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The video spectrum
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Conversion rate increase of 10%
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Conversion Videos
• Screen recording software
• Screenflow, Camtasia, Screenr
• DIY animation tools
• Animoto, GoAnimate, PowToon
• Explainer video companies
• Explainify, Demo Duck, Grumo Media
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http://moz.com/blog/ugly-website-holding-back-marketing-efforts-whiteboard-friday
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Teaching Videos
• Limited amount to sell, infinite amount to teach
• Bring a human element to your blog or support
• ROI = time saved by scaling communication
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https://www.zendesk.com/company/careers
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http://blog.mailchimp.com/v8/
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http://wistia.com/blog/content-and-events-survey-2013
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1,000 survey responses!
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Feeling Videos
• Focus on authenticity
• Look for opportunities to connect
• Take some risks
• Acknowledge that it will be hard to measure
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The video spectrum
Start
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The Trust Bank
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A Trust Surplus
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Your first video will be your worst.
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Measure, then improve.
• Every video should be better than the last
• Learn from what does and does not interest your audience
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Thank you.