DigiVid360-Video Marketing Tips and Statistics
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Video is growing rapidly as a format for online content. It can increase engagement on websites, with click-through rates for emails with video being 96% higher. This document provides tips for creating effective marketing videos, including using compelling thumbnails, adding transcripts, keeping videos short while covering topics fully, boosting videos initially with advertising, and leveraging conferences to capture multiple customer testimonials or interviews at once. The goals are to drive awareness, consideration, conversions and loyalty at each stage of the buyer's journey.
DigiVid360-Video Marketing Tips and Statistics
- 1. Video Marketing Tips and Statistics
- 2. DigiVid360 Confidential Video Stats and Measurement 2 • Video is the fastest growing content format - Video will be 79% of all consumer internet traffic in 2018 -Cisco • An introductory email that includes a video receives an increased click- through rate of 96% -Implix • Sites that include video have on average an extra two minute dwell time compared to sites that don’t -Merchant Marketing Group • Video provides analytics beyond play • Links clicked - to explore a topic further, follow the brand socially, etc. • Brochures or other reference files downloaded • Chat sessions begun with sales • Products purchased • Questions or comments submitted at a specific time
- 3. “By 2018, internet video traffic will be 84% of all global consumer internet traffic” -Cisco
- 4. “Between 66 to 90% of the buyers journey is self-directed by doing research online before making contact with the company” -Forrester
- 5. “Video is the best content type to drive conversion: 70% of marketers say video is the most effective means to driving conversions” -Cisco
- 6. DigiVid360 Confidential Video Drives Engagement at each stage of the Buying Cycle 6 Educational Series, Thought Leadership, Curated List, Promotional Awareness You Get Me Consideration Meaningful Interactions Conversion Key Differentiators Retention Loyalty Newsletter, Influencer Series, On-demand Webinar, Product Tour, Customer Testimonial Company Explainer, FAQs, Meet the Team, Case Studies Training & How-To, Brand Advocate User Generated Content, Product User Guides Video Examples
- 8. DigiVid360 8 social platform for artists/ creators, clean-looking player 11.3% VIMEO social platform, great for entertainment, music, artists, how-to and paid advertisements 64.4% YOUTUBE Built for marketers, clean player, lots of features and tracking information 1.4% WISTIA Enterprise-level player, many integrations with marketing automation and CRMs 1.2% BRIGHTCOVE Enterprise-level player, many integrations with marketing automation and CRMs < 0.5% VIDYARD MEASURE SUCCESS WITH AN INTEGRATED PLAYER Choose a player that fits into your overall strategy. The social platform players will compete in search rankings with your website. Keep this in mind when determining a video strategy. These will also help you measure your success. Percentages represent current market share of websites in the Alexa top 1M using the video player technology https://www.datanyze.com/market-share/online-video/
- 9. DigiVid360 9 VIMEOYOUTUBE WISTIA BRIGHTCOVE VIDYARD Social Marketers Small to Large Companies Enterprises $25-$300/month$0 - $17/month $1250-$2000+/month MEASURE SUCCESS WITH AN INTEGRATED PLAYER Choose a player that fits into your overall strategy. The social platform players will compete in search rankings with your website. Keep this in mind when determining a video strategy. These will also help you measure your success.
- 10. DigiVid360 10 FACEBOOKTWITTER INSTAGRAM VINE TUMBLR PICK THE RIGHT PLATFORM FOR YOUR STRATEGY Whenever possible, use the native player on social media sites. v up to 20 minutes auto-play silently add call-to-action 2-30 seconds Also check out the “Periscope” app for live video streaming on Twitter 3-15 seconds caption and location 6 seconds, loop-able up to 5 minutes per day u
- 11. Video Tips
- 12. DigiVid360 12 Use high-resolution images The sales billboard of your video This should be catered to the audience and represent what they can expect to see Test different versions Tip#1: Use A Compelling And Relevant Thumbnail Could be a good strategy to bring life to older videos 1 2 3 4 01 02 03 04 WENTE Vinyards It’s all about the Wine Which Would You Click On?
- 13. DigiVid360 13 Don’t trust the automated version At least review it for accuracy and correct it. Important for search engines Include visual non-spoken items as well to ensure everything is captured. Your production provider should include this If they don’t, request it. Tip#2: Include A Video Transcript Could be a good strategy to bring life to older videos that don’t have a transcript 1 2 3 4 www.youtube.com/home
- 14. DigiVid360 14 Shorter Might be better Viewership drops drastically at 1:20. Music videos, how-to and webisodes can go longer but generally, shorter is better. Put separate topics in separate videos If it doesn’t all fit into one or if there is a logical break of topics or features, make more than one video Grab the audience’s attention in the first 5 seconds Grab attention and confirm that you are going to give them what they want. Tip#3: Just Long Enough Give it visual interest The longer the video, the more variation in view it will need. Incorporate b-roll and motion graphics with numbers and quotes to highlight a major point 1 2 3 4 www.youtube.com/home
- 15. DigiVid360 15 Videos need a place to live The video needs to be placed somewhere, product, landing, FAQ, click-through, thank you and social pages are great places to include video Include next steps or conversion points Allow the interested audience take the next steps or convert. Provide a path for this on the page that includes the video. Include copy with the most important points Tip#4: Surround With Supporting Content 1 2 3 www.youtube.com/home
- 16. DigiVid360 16 Almost all “viral” videos had some initial spend behind them Video advertising is very reasonably priced and can be a good way to jump start your video Especially true on social platforms It is an extremely noisy world, if you want to raise above the noise you will likely need to pay to be there, at least initially It doesn’t need a lot of spend Tip#5: Give It A Boost 1 2 3
- 17. DigiVid360 17 It’s not just for marketing Sales, Internal Communications & Training Investor & Employee Recruitment Tip#6: Video Has A Lot Of Utility 1 Influencer Marketing Leverage the larger audience of existing video creators to review or promote your product 2 Sponsored Content Become a sponsor of a video series where your target audience is engaged, think product placement 3 Repurpose on various channels With only slight changes, you can repurpose a single video for various marketing channels including email, social, SEO, SEM and even print campaigns 4
- 18. DigiVid360 18 Capture interviews with several KOLs in one location There are commonly several key opinion leaders gathered at industry conferences, this is a great opportunity to capture them all at once in one location Capture customer testimonials There might also be several of your customers attending an industry conference, this is a great opportunity to capture them in one location Conference highlight video for prospect follow-up Capturing conference highlights at the conference and compiling them into a video is a great method for prospects that visited your booth or for existing prospects that you are nurturing. Tip#7: Leverage Conferences 1 2 3
- 19. DigiVid360 19 THANK YOU We are looking forward to working with you! Kelley Howard Development [email protected] Office: (480) 382-3009 Sean Bollinger Operations [email protected] Office: (480) 382-3009 Digital and Video Made Easy