Ali Noel is going to help you create your video strategy. Ali leads Wistia's customer success program, which aims to form delightful partnerships with customers and ensure they're achieving hardworking video goals through the optimization of Wistia's product. In addition to being users of the HubSpot Marketing product and CRM, Ali and her team work with customers to leverage both HubSpot and Wistia together in efforts throughout all stages of the funnel. She also leads teams on video marketing trainings, including HubSpot, and several of Wistia's agency partners.

1. HUG17
Creating your video strategy

2. Ali Noel
Customer Succes Team Lead
@amainksnoel

3. About me
• Life-long east coaster
• Soon-to-be first-time mom 😮
• Champion of customer success for ~5 years
• Focus on customer content marketing
• Favorite part of Customer Success: Sharing customer
inspiration

4. We are

5. video strategyOne does not fit all

6. GOAL:
Inspire you to do more
with your video strategy

7. What’s happening with video?

8. The number of people creating high-quality video

9. It’s becoming easier to create high quality video

10. People are more comfortable being on camera

11. The number of people creating high-quality video

12. Why use video?

13. Easy to track ROI
Engaging content that resonates

14. Engaging content that resonates
Forms a human connection;
creates trustTells a story
Can influence
outcomes
1/3 of all online activity is spent watching video*
After watching a video, 64% of users are more likely to buy a product online*
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy

17. Easy to track ROI
Video in email leads to a 200-300% increase in click-through rate*
Including video on a landing page can increase conversion by 80%*
Measurable Test-able (A/B, etc.)
HubSpot: 31 Video Marketing Statistics to Inform Your Strategy

19. We can measure…
• # plays
• % play rate
• Actions
• Approx. dropoff point
• Re-watches
We can test…
• Placement on the page
• Length of the video
• Annotation location
• Thumbnail image

20. Easy to track ROI ✅
Engaging content that resonates ✅

21. The ideal strategy:**
Using video across the entire
organization.
**In the mind of a video-obsessed Wistian

22. Businesses of all shapes
and sizes are using video
across their organizations

24. new employee
onboarding
support
internal training
explainer videos
product updates
product overviews
sales
delighting
customers
culture videos
webinars
social
events
promotional
supporting
other content

25. Use cases

26. DRIVE SIGNUPS promo video

27. BOOST OPEN RATES

28. DRIVE TRAFFIC

29. GENERATE LEADS quick demo GiT form

30. GENERATE LEADS
Wistia turnstile
Average turnstile
converstion rate
is 11%
(43% if placed in
first 10-25% of
the video)

34. wistia.com/product/hubspot

35. Video for sales

36. ENGAGE
PROSPECTS CLOSE DEALS

38. Video for support

39. ANSWER
QUESTIONS
EXPLAIN
HOW TO’S
DELIGHT CUSTOMERS…

40. " A Wistia Customer Cancelled

41. What could we improve?
“Absolutely nothing. I’m just not using video
in my biz, anymore. Boohoo!!”

44. Start with low-hanging fruit

45. What goals are you
trying to achieve?
What resources do you
have readily available?

46. GTW
QuickTime

47. Wistia’s studio setup
~$4,800
Wistia’s DIY setup
5D Mark III DSLR - $2,000
35mm 1.4 Sigma lens - $800
Cool lights & stands - $1,000
Mic & audio recorder - $650
Tripod - $250
Seamless paper roll- $50
iPhone video camera
DIY lighting kit - $100
iPhone tripod adapter - $30
Basic tripod - $75
Seamless paper roll - $50
~$250

48. DIY
OFFICE STUDIO
THE DOWN & DIRTY
LIGHTING KIT
SHOOTING VIDEO
WITH AN IPHONE
wistia.com/library

50. One strategy does not fit all
…so let’s talk about yours!

51. Ali Noel
Customer Succes Team Lead
@amainksnoel
ali@wistia.com