Video Demystified: 3 Ways to Make Video For Emails

3/4/11  

Today’s Presenters

Joe  Eldridge  Co-­‐Founder  &  VP  of  Client  Success  617-­‐966-­‐1622  Joe@visiblegains.com  

VisibleGains:    We  help  you  create  and  share  effecLve  business  video  

Amy  Garland  MarkeLng  Manager  443-­‐478-­‐2005  agarland@blueskyfactory.com    

Blue  Sky  Factory:  Making  you  a  beSer  marketer  through  effecLve  email  

3/4/11  

Webinar Logistics

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!   Today’s webinar will be recorded. You will be emailed a link.

!   Please enter your questions on Twitter or in the Questions box. We will answer as many as possible at the end.

!   If you have technical difficulties, try logging back in or use a different browser

!   The Twitter hashtag for today’s webinar is #videoemail

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Agenda

!  Webinar (30 min) !  Current Trends with Email & Video !  Ways to Use Email & Video Across the

Customer Lifecycle !  3 Simple Ways to Get Started

!  Q&A (15 min)

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“If  email  was  a  country,  its  1.4  billion  users  would  make  it  the  

largest  in  the  world.”  

“94%  of  daily  email  users  subscribed  to  markeAng  

messages.”  

“Email  markeAng  provides  the  highest  ROI  of  any  other  markeLng  channel.”

•  $43.62  for  every  dollar  spent  (2009)  

•  $42.08  for  every  dollar  spent  (2010  projected)  

“Online  video  is  second  only  to  word-­‐of-­‐mouth  for  its  ability  to  influence  decision  makers  in  every  stage  of  the  purchase  lifecycle.”  

-­‐  Video  MarkeAng  Benchmark  2009  

2x-3x email click-through

75% reduction of opt-out rate

Opt-out of email

373% more leads 60% lower acquisition cost

White Paper vs. Video Offer

500 views

An average video on …

50% in 14 days

45 seconds

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Quick Poll

What is the biggest challenge you have with your Email Marketing Program?

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Consider Your Level of Experience…

Newbie  

(0  videos)  

Novice  

(<  2  videos)  

Experienced  

(5+  videos,  2+  video  types)  

Expert  

(15+  videos,  2+  departments)  

1 2 3 4

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Customer Lifecycle Examples

ACQUIRE  

ENGAGE  

CONVERT  

RETAIN  

UP-­‐SELL  

EMAIL  

White  Papers  &  Webinars  

Webinar  PromoLon  

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Acquisition Example

Webinar Promotion http://bit.ly/hPdREU

20  –  200  %  increase  in:  

•  Open  Rate  •  Click  Rate  •  RegistraLon  Rate  

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Components of Video Email Campaign

EMAILS LANDING PAGE

View: http://bit.ly/hPdREU View: http://bit.ly/dReOXB

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Interesting Campaign Insights

!   Email Insights: !   Video Insights:

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55  %  Played  

97  %  Completed  

!   Page Conversion:

51%  

Video  on  Bobom  

48  %  CTR  Increase  

8.5  %  Reach  Increase  

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Customer Lifecycle Examples

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ACQUIRE  

ENGAGE  

CONVERT  

RETAIN  

UP-­‐SELL  

EMAIL  

White  Papers  &  Webinars  

Webinar  PromoLon  

Overviews  &  TesAmonials  

Customer  TesLmonial  

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Engagement Example

•  Builds  trust  with  prospects  

•  Topics  can  be  selected  by  viewer  

•  Can  be  opLmized  over  Lme  with  other  clips  

Customer Testimonial http://clients.visiblegains.com/Get/EHCJzNX3hxI

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Customer Lifecycle Examples

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ACQUIRE  

ENGAGE  

CONVERT  

RETAIN  

UP-­‐SELL  

EMAIL  

White  Papers  &  Webinars  

Webinar  PromoLon  

Overviews  &  TesAmonials  

Customer  TesLmonial  

ConversaAons  &  Special  Offers  

Salesperson    Follow-­‐Up  

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Conversion Example

•  20 – 60 % increase in getting meetings & closing deals

•  10 – 50 % decrease in sales cycle time

Getting A Meeting http://clients.visiblegains.com/Get/Vk_W2LZQoAo

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Customer Lifecycle Examples

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ACQUIRE  

ENGAGE  

CONVERT  

RETAIN  

UP-­‐SELL  

EMAIL  

White  Papers  &  Webinars  

Webinar  PromoLon  

Overviews  &  TesAmonials  

Customer  TesLmonial  

ConversaAons  &  Special  Offers  

Salesperson    Follow-­‐Up  

Newslebers  &  FAQs  

Product  How-­‐To  

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Retention Examples

•  More  content  to  generate  interest  in  nurturing  campaigns  

•  ConversaLon  pieces  for  sales  follow-­‐ups  

Product How-To http://www.apple.com/support/ipod/tutorials/shuffle.html/

Frequently Asked Question http://blog.visiblegains.com/index.php/can-i-record-you-

getting-approval-and-signing-release-forms/

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Customer Lifecycle Examples

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ACQUIRE  

ENGAGE  

CONVERT  

RETAIN  

UP-­‐SELL  

EMAIL  

White  Papers  &  Webinars  

Webinar  PromoLon  

Overviews  &  TesAmonials  

Customer  TesLmonial  

ConversaAons  &  Special  Offers  

Salesperson    Follow-­‐Up  

Product  &  Service  Announcements  

New  Feature  

Newslebers  &  FAQs  

Product  How-­‐To  

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Up-Sell Example --- An Opportunity Missed…

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Quick Poll

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What is the biggest challenge for you with video?

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If Necessary, Get Your Feet Wet

AND  SEE  WHAT  YOU  LEARN…  

GRAB  A  VIDEO  CAMERA…  

…GET  A  CLIP  OF  SOMETHING  FAMILIAR  

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Choose an upcoming webinar or sales demo

Look  For:  •  Topics  that  are  Reusable  •  Content  with  InteresLng  Visuals  

•  Lead  Time  of  2-­‐4  weeks  

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Do Something Simple

INTERVIEW CLIP

VOICE-OVER DIAGRAM(S)

CAPTURE SCREENCAST

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Things to watch out for…

1.  Too many cooks 2.  Skipping a dry run 3.  Audio importance is

underestimated 4.  Complex production

techniques 5.  Overloaded messaging

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Ways to Learn More…

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blueskyfactory.com/videowebinar  

Become  a  beber  marketer.  

visiblegains.com/7videoAps  

7  Tips  for  Video  Conversion.  

3/4/11  

A Special Offer From VisibleGains

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!   30 Days Access to Our Software !   Personal Coach to Educate & Support You

!   Up to a 90 Second Video for Your Campaign

Free Video Email Campaign As Part of this offer you will get:

3/4/11  

Now for some Q & A…

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