MNSearch Summit

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Using Video to Create a

More Efficient Funnel

Casey HenryCurrently working at Wistia on the marketing team managing SEM, SEO, Data Analysis, and PPC.

4 years working at Moz in Seattle on their Marketing and Engineering teams.

SEO consultant & developer before working with Moz.

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About WistiaWistia is a video marketing platform

that combines world class video hosting, marketing tools and video analytics.

Hosting over 4 million videos 175,000 customers hosting videos Played video for billions of users

40ish employees Based in Cambridge, MA

http://wistia.com/

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http://wistia.com

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2013, 2014, 2015 The Year of Video

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Why 2015 IS The Year for Video



Reduction In Cost of Equipment


Availability of Success Metrics

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The Days of Play/View Counts Are Over

#mnsummit @caseyhen


Native Facebook/Twitter Video



Faster Internet Speeds

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Source: Akamai#mnsummit @caseyhen


Video Marketing

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Video Marketing In Your Content

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Video Marketing You Know


Video Often Cannot Stand On It’s Own


Video = Content Video = Form

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- Phil Nottingham (Distilled)

#mnsummit @caseyhen

http://www.slideshare.net/philnottingham?utm_campaign=profiletracking&utm_medium=sssite&utm_source=ssslideview

Video & Site Metrics


Video Can Take Time To Get Right, Test!


Video Builds

Connections


Emotional

Tip of the Iceberg


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Marketing

Content Marketing

Funnel Marketing

Video Marketing Video Marketing

Video Marketing In Your Funnel

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Video & The Fold



Each Zone is 250 Pixel in

Height

Custom Thumbnails 35% Increase In Play Rate


Custom Play Button 19% Increase In Play Rate


Prospecting & Video

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Preroll Video


Brand Awareness Play Most Clicks Bounce


Facebook Prospecting


Use RHC for Sales Material

Use Newsfeed for Content Material


Facebook’s Ad Exchange Rules Make Things

Semi-Difficult


Native Facebook Video Defaults With No Sound


SEO & Video

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Remember These Days?


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Video Marketing Is About More Than Just

Video Snippets!

#mnsummit @caseyhen

What About YouTube!


Your Home vs. Playground

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http://bit.ly/youtube-playground

#mnsummit @caseyhen

http://bit.ly/youtube-playground

Create and Measure Video KPIs


Go Where Your Audience Is


What’s Left of Video SEO?

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Meta Tags Needed for Context iFrames

Video Search Tab Enjoy Structured Data for Now

#mnsummit @caseyhen

PPC & Video

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How Are Companies Using Video

w/Paid Landing Pages?


100,000 Keywords


375,000 Landing Pages


13% of Landing Pages


145,000Domains


0.25% Had Video 938 Pages


Videos Can Help Increase Those Conversion


Give a Clear CTA When The Video Ends


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Poor Landing Page

#mnsummit @caseyhen

Your Funnel & Video

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Limit Video Use In Your Funnel


Videos Should Convey Different Messages


Product Explainer Video Increase Conversion By 35% For Those That Complete


Spikes in Engagement


Retargeting & Video

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Retargeting is about

Segmentation


Fire pixel on completion of video.


15-20% increase in conversion after viewing first video and retargeted.


Wistia http://bit.ly/wistia-events

Vimeo http://bit.ly/vimeo-events

YouTube http://bit.ly/youtube-events


http://bit.ly/wistia-events

http://bit.ly/vimeo-events

http://bit.ly/youtube-events

Social & Video

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It’s about connecting to your audience...


Drive to website for conversions after

connection


Go to the network where your customers are!


Use video to tease out your content


Native Video


Native Video


Spent$0

Native Video


Native Video


Spent$125

Native Video


Native Video


Spent$250

Native Video


Facebook more cost effective

Twitter’s new autoplay feature may help

Wrapping Things Up

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Video is Primarily Being Used for Blog Content


But..... We Are In The Early

Stages of Something Big


Video for Paid Campaigns is Still

Underutilized


Now is the Time to Get the Upper Hand on the

Competition


Resources if new to video Wistia Community

http://wistia.com/community

Wistia Learning Center http://wistia.com/learning

MNSearch Summit

Marketing

Transcript of MNSearch Summit