Supercharge your Strategy with Video
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Supercharge your Strategy with Video
- 1. 1 Supercharge your Strategy with Video Willem Challenger Account Executive, EMEA @wilemchallenger
- 2. Brightcove Inc. Online Video is Everywhere 2 Video represents the majority of traffic on the web today – and it is growing! Video is exploding on mobile devices Video is proliferating on social media services: Facebook, Twitter, Snapchat, etc. Why? Impactful in engaging people Rapid technological innovations: bandwidth, improving tools / standards for creation, distribution, management
- 3. Brightcove Inc. 33 Video Drives Marketing Results • 157% increase in organic traffic • 105% increase in time on site • 2 x conversion rate of pages without video
- 4. Brightcove Inc. Let’s look at some examples… 4 |
- 8. 8 |
- 12. Playlists Increase Viewing Time
- 18. 18
- 19. 19
- 20. Brightcove Inc. 20 Video Moves Retention & Advocacy
- 24. ©2014 Brightcove Inc24 |
- 25. 25 How Do You Know If This Is Success?
- 26. Best Practices Macro level analytics Total views Play rates Device types Referral sources Micro level analytics Engagement rates Time viewed
Notas do Editor
- Good morning everyone, my name is Willem Challenger, I’m an Account Executive at Brightcove. For any of you who are not familiar with Brightcove, we are a cloud technology company, that provide solutions to host, manage and publish professional video content online. Today I’m going to talk about how you can get the most out of your video marketing
- So why am I talking to you about video? Well, because consumers want video. Its predicted that 80% of all consumer traffic will be video by 2019. But video is already everywhere. internet users consume tens of billions of videos a day, across multiple devices. So its crucial that marketers are comfortable with video, knowing which types of video to produce, and where and how to distribute them.
- At Brightcove, we believe that the best video marketing strategies are those that use video at each stage of the customer lifecycle. Here you can see just a few of the benefits that companies using video on their websites typically enjoy, including more organic traffic, more time spent with their visitors, and double the conversion rates.
- So, lets dive into some examples of how you can use video at each stage in the customer lifecycle.
- So lets start with awareness. How do you use video to get people to your website and convey your message.
- To begin with Video has significant SEO benefits, because Google sees video as a higher value object. Research has shown that pages with video are 53 x more to appear on the first page of search results.
- Besides helping you generate traffic, video is a very emotional and memorable medium, and creates a strong brand impact. This is a great example from Rolls Royce. The video is high on the page to grab the visitors attention when they land and they’ve got a clear play button call to action, to prompt views. 2. The player and styling are customized and sleek, to match the overall look and feel of the site. 3. They also include the option to share to the video, enabling them to increase their reach even further. Video is inherently sharable, Its shared 12x more than text and images combined. For that reason, you should also consider create video specifically for your social networks. One last thing I want to mention here, is that this social sharing screen is a great thing to display at the end of your videos to actively prompt viewers to share the video. What you really DON’T want to be doing at the end of the video, is this…
- Now this is an example from the blog of a cosmetics retailer. I’m not going to name any names, but they made a great video last year around mothers day with the queen. But they’ve chosen to just embed the YouTube version of the video on to the blog, and at the end of the video, it shows videos from other YouTube channels, related to the queen, not the retailer. Now YouTube is a great destination for certain types of video content, but it should be approached as a social network, and search engine, not a CMS for your video. When you embed YouTube players on your brand site, you’re limited in the options you have to direct what you want to the view to do next. You then risk sending hard won web visitors off to the YouTube site, where you can quickly loose their attention. YouTube should be sending traffic to you, not the other way around.
- Lets look at more ways to get people to engage with your brand and stick around.
- Portals, playlists and microsites, are particularly powerful ways to increase time on site.
- Firstly, portals are a fantastic place for all of your video content to live on your website, in your branded environment that you have full control over. This is an example from Waitrose, who regularly produce lots original food content. Having all the videos grouped together really showcases what you have on offer, and encourages extended viewing. Its important also to make sure that portals are responsive and work across all devices. This type of content is also ideal for things like Smart TVs and Apple TV, which are growing in popularity, and provide a more relaxed viewing environment for longer content.
- Short of offering a full portal, video playlists can be used to achieve a similar effect and prolong dwell time. This an example of playlist player from lingerie retailer Boux Avenue, showing related content in the side bar.
- Another way of displaying related content is in the end screen. When you have the viewers full attention, show them related, and recommended videos. This is almost guaranteed to generate better results than the example we saw earlier.
- This example shows the types of things you can achieve with microsites, its from Australian DIY retailer Bunnings. Now this was a big project, the company actually bought a whole house so that they could film it being rennovated. They then created landing pages with hotspots. These are then linked to the videos that show how to build that particular piece. You then click through to watch the video. This kind of content is very helpful to people planning on doing some DIY, and positions Bunnings as the go to company for the resources. At the end of the video, they show the tools and materials they used, that are available to buy from a landing page. This leads me nicely onto my next topic.
- Which is how companies are using video to drive conversion and purchase.
- Now, research from Aberdeen group shows us that sites using video experience all most double the conversion rates as those not using
- Put another way, that means that companies using video on their website require 37% less traffic to generate the same marketing response. Lets have a look at a few conversion focused usecases.
- This is a shoppable video from US cosmetics and fashion retailer Joyous. So what is possible with Shoppable video? if we go through, you can see that as the products are discussed by the presenter, they appear in the sidebar, to encourage purchase. By setting Cue points, its possible to control this. These calls to action are also integrated to with the ecommerce platform, to check if the item is instock. At the end, they have a call to action for the main product, and a link to the next video as well. Both of which improve chances of making a sale.
- But you don’t need to have interactivity to be sucessful. Heres an example from the white goods retailer Appliances Online. They offer A LOT of video content. So this is a landing page for Samsung washing machines. To catch the attention of visitors, they are using a background video loop. When you click through to a specific machine, they offer a video overview of that machine. In the product imagery, they offer over 20 Different videos, on features of Samsung washing machines, and also guides to washing machines in general. These are displayed again below the fold and At the bottom, they are pulling in user reviews from third parties to aid credibility. All of this provides very useful information to someone considering a washing machine purchase, in a very easy to digest format. And all of this is taking place on the product page they will ultimately convert from.
- The last stage we will look at is video for customer loyalty and retention.
- One way is User Generated Content. UGC deepens the connection that you have with the customer. It is also very sharable, as customers will want to share with their friends, especially if there is a competition in place around it. It is then a very genuine and effective endorsement of your brand. This is a UGC campaign run by scholastic books.
- They’ve asked school children to speak about their favourite books and their reading habits.
- Another way to improve retention is to use video tutorials to help users of your products to get set up and to answer any FAQs, as you can see here from pushchair manufacturer Bugaboo. Customer support videos are a great way to reduce call center volumes.
- The final thing I want to speak about is analytics, because you need to have a strong idea of how your campaigns are making an impact, in order to improve on them, and in order to prove your ROI.
- Now, views and likes and shares are important indicators of how a video is performing on a high level, but you should really be looking at more than that to see what action your videos are inspiring, and how people are actually interacting with your video content. You need to know where they are coming from, which pages are seeing the most views, which videos work well in which locations.
- Referal sources & on page play rate can help with this. You want to know how many times a video player was displayed, versus how many times people actually watched the video. This can help you fine tune things like thumbnails and player appearance, and other calls to action. Also Metrics like engagement rates can show you where the viewers are dropping off. What percentage they watch. This helps you adjust your content immediately, or for future campaigns. If you’re using Marketing Automation Platforms like Marketo and Eloqua, its possible to track individual users to segment your audience, and develop very targeted nuture campaigns based on viewer behaviour. If you are already using MAP, then we can discuss this at the roundtables.
- So to provide a final frame for the presentation, Brightcove provide software solutions that help you to design, develop and implement the kind of video marketing tactics you saw in the presentation, and support your overall video strategy. Thanks for listening and I look forward to discussing in the roundtables.
- Whilst we are with AO, I wanted to throw in another top tip. That is, that promoting your videos via email can be very effective. Research has shown that video has considerable impact on click through rates. Even including the word video in the subject line has been shown to improve open rates. Best practice is to include a thumbnail with a large play button, which takes viewers to a landing page.