Top Video Marketing Trends to Take Advantage of in 2020
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The document discusses key video marketing trends for 2020, emphasizing the importance of video content in driving business growth and decision-making. It highlights three main trends: the rise of in-house video production, the creation of video series, and the integration of video in email marketing to engage audiences effectively. Additionally, it outlines strategies for getting started with video marketing, including auditing existing assets, updating outdated videos, and collaborating with sales teams to enhance pipeline generation.
Top Video Marketing Trends to Take Advantage of in 2020
- 1. Top Video Marketing Trends TO TAKE ADVANTAGE OF IN 2020 Greg Kelly Strategic Partnerships Lead Vidyard
- 2. Good news - this is a 3 part series!
- 3. In case you missed it... There are three things that I believe are affecting the marketer directly and acutely. One of those - is video. The reality is everything we do, everything we say, is on video! Steve Lucas Former CEO, Marketo https://theblog.adobe.com/adobe-accelerates-customer-experience-management-for-b2b-marketers-with-video-capabilities-from-vidyard/ PS. This means you can add video marketing capabilities to your Marketo subscription - ask your CSM/AE for more information on how!
- 4. 4 Always pressured to prove the return on marketing investments across content types and touchpoints #ProveImpact
- 5. 5Proprietary and Confidential | © Adobe, Inc. Video is the most engaging content type You’re already investing in video Video is table stakes to drive business growth Video Marketing WORKS of B2B buyers are watching videos to help them make their buying decisions 72% of marketers report that video is becoming a more important content type for driving business results 83% of the world's internet traffic will be video by 2021 of marketers report that video converts better than other forms of content 59% 80%
- 6. No insights into viewers or performance Host on YouTube, Vimeo, or other hosting platform with no control of the customer experience Invest in Video Production What’s the status quo?
- 7. Trends To Focus On NOW
- 8. Trend #1 - The Rise Of In-House Video Production
- 9. Trend #1 - The Rise Of In-House Video Production Remember - your content doesn’t have to be Oscar quality! Get your message across in a medium your audience already loves.
- 10. Trend #2 - Video Series (think Netflix bingeing, but for business!)
- 11. Trend #2 - Video Series (think Netflix bingeing, but for business!) ➔ A video series gives you a reason to land in your audience’s inbox on a regular basis ➔ A video series gives your internal teams focus on what content to create ➔ A video series gives you the chance to showcase your expertise - regardless of industry ➔ A video series can be used on many marketing channels - social, email & web
- 12. Trend #3 - Video In Email ● Animated GIF ‘thumbnail’ within email body ● Words like ‘Video’ and ‘Watch’ in subject lines ● Consider new videos to support nurtures ● Track engagement in video to qualify most engaged leads -> MQL
- 13. Trend #3 - Video In Email ● Animated GIF ‘thumbnail’ within email body ● Words like ‘Video’ and ‘Watch’ in subject lines ● Consider new videos to support nurtures ● Track engagement in video to qualify most engaged leads -> MQL Finding success with video marketing is in large part due to your ability to effectively distribute video to the channels you engage your audience through. By embedding a video in an email, you’re telling the recipient that clicking play is your primary CTA/action for them to take.
- 15. Video Marketing - Getting Started VIDEOS 1. Conduct an audit of the video assets you have and align them to the funnel here 2. Update outdated assets with current brand 3. Choose a distribution channel(s) for each of the videos you have. For example, YouTube is a channel to drive awareness and traffic back to your website 4. Build a content plan based on gaps today Low Hanging Fruit ➔ Create an inventory of past webinars you’ve done. Chop these up into 3-5 minute videos and start distributing them as a content series like discussed in Trend #2
- 16. Partnering With Sales To Start Using Video NOW
- 17. Have you ever received an email like this?
- 18. Partnering With Sales To Start Using Video ● Most organizations have outbound teams (SDRs, BDRs, AEs) to help create pipeline ● Most teams are relying on mass automation to do this - playing the “numbers game” ● Video is the most authentic & personal way to break into accounts, book meetings, and create pipeline - if done properly
- 19. Partnering With Sales To Start Using Video ● The Marketo marketing/BDR teams have partnered to use video for pipeline generation ● BDRs are able to record videos, send them via email and track when the recipient watches ● The recipient is able to book a meeting directly within the video as shown here ● Marketing team coaches reps on which accounts to focus on & the right message to say ● Marketing team equips reps with existing videos to send (customer stories, product, promo)
- 20. Partnering With Sales To Start Using Video Measuring impact: 1. Meetings booked 2. Qualified accounts 3. Pipeline generated 4. Rep onboarding time When to use: ➔ Cold prospecting ➔ Executive outreach ➔ Champion enablement ➔ Event follow up ➔ MQL reach out ➔ Demo request follow up
- 21. If you EVER have questions around using video at your company, message me directly - I’m here to help! [email protected]
- 22. Q&A How can we help your team?