How to Use Video in Your Marketing

Secrets to Using Video for
Dramatic Inbound Results
Chelsea Hunersen
Marketing Manager, Social + Video
@ChelseaLikeNY

Marketing Manager
Social Media + Video
Chelsea
Hunersen

“Loving the #HUGKC talking Video
Marketing with @ChelseaLikeNY from
@HubSpot”

“Hating the #HUGKC talking Video
Marketing with @ChelseaLikeNY from
@HubSpot. What is she talking about?”

AGENDA
1 Why use video?
2 Developing a video strategy.
3 How to make a good video.
4 Examples of good video.
5 Wrapping Up.

80%By 2019, 80% of the Internet will be video content.
Source: Cisco

“By 2019 80% of the internet will be
video content according to @Cisco” -
@ChelseaLikeNY #HUGKC

[In five years time Facebook] “will definitely
be mobile…probably all be video. ”
- Nicola Mendelsohn, Facebook Operations Europe, Quartz

Because “everyone is doing it.”

Discoverability.
YouTube is the #2
search engine in
the world.

Video is the most
thoroughly consumed
content at
55% of users.
Engagement.

70%Of respondents claim video performs better than
other content for producing conversions.
Source: Demand Metric

70% of respondents claim video is
better at other content than producing
conversions. #HUGKC

4XAs many customers would rather watch a product
video than read about that product.
Shows purchase intent.
Source: Animoto

We do video because it provides points of
engagement along a path to purchase that make our
brand feel human and approachable.

2 Developing a video
strategy.

Attract. Convert. Close. Delight.
VIDEO VIDEO VIDEO VIDEOVIDEO
Social
Blog
SEO
Word of Mouth
Email
Landing Page
Sales
Product Video
Case Study
Support
Celebration
INBOUND VIDEO

Attract.
Found In: social media, TV, in-post content.
Goals: create awareness, share-ability, brand recall,
watch-ability
Why we use it: discoverability, brand affinity,
increase time on page
Pros: lots of topic options, easy to experiment, can
create quickly.
Cons: harder to nail, ROI not clear.
Use if: you have creative ideas, or people; you have
resources (time & money).
Facebook
.

Convert.
Found In: email, landing pages.
Goals: increase conversions.
Why we use it: entice people to click through to complete
conversions.
Pros: one video can go a long way; you know when and where to
use it; easier testing.
Cons: none, you should really do this.
Use if: you want to experiment with the conversion process.
Landing Page.

Consideration.
Found In: sales, product video, case study.
Goals: get people on the phone; trust.
Why we use it: give people an idea of the experience
before they commit.
Pros: can be simple to create (sales); the story already
exists (product video, case study).
Cons: single use.
Use if: you want to tell your product’s story.
Case study
cSales Voicemail

Delight.
Found In: support, celebration (of customers).
Goals: teach, solve problems, retention.
Why we use it: easy to solve problems, keep
customers around.
Pros: production value doesn’t have to be high; can
be created by other team members.
Cons: single use, not directly tied to ROI.
Use if: your product requires complex help.
Support
.
Thank You.

Attract. Convert. Close. Delight.
VIDEO VIDEO VIDEO VIDEOVIDEO
Social
Blog
SEO
Word of Mouth
Email
Landing Page
Sales
Product Video
Case Study
Support
Celebration
INBOUND VIDEO
?WHERE DO YOU START

Where on the funnel do
you need the most
help?
The Marketer’s Approach:

PILLAR .
(DEVELOPING A MIDDLE LEVEL STRATEGY)

Start with content where you can
easily prove ROI.
1- CONVERSIONS:
Put on Landing Pages & Emails.

Content with a specific purpose you
can use to close a sale.
2 - CONSIDERATION:
Create some case studies to send.

Practice with videos where you can prove ROI and get
your actors familiar with being on camera.

Content to supplement your existing
tofu inbound strategy.
3 - ATTRACTION:

PROMOTION .
(DEVELOPING A TOP LEVEL STRATEGY)

• WHAT to create.
• HOW to create it.
• WHERE to distribute it.
VIDEO CONTENT
STRATEGY:

Each network has a slightly different creation strategy.

Note:
It’s important to create content your audience will
actually want to watch.

Figure out the
hole in the market and what
your audience will want to
watch.

Pro Tip:
Start with topics that are highly visual in nature,
these make generally better videos.

Determine what moves
your audience in their
day to day.

What content is
already performing.

Pro Tip:
Create visuals with a simple message.

There are 100+ things you can measure on video,
but you need to determine what you want your
video to do, and how to get there.

Common Goals:
• 3 second views
• 10 second views
• 30 second views
• Time Watched
• Retention to 10 seconds
• Retention to 95%
• Play Rate
• Click Through Rate
• Shares / Feedback
• Consumptions

We found of all metrics, unique watches to 30
seconds had the closest correlation to expanding
reach on Facebook.
Source: HubSpot

Elements of a good
video.
1. Quick opening.
2. Has story arc.
3. Uses humans (at some
point).
4. Evokes emotion.
5. Is short.
6. Has a clear reason for
existing.

• The average package (video story) on the news is 90
seconds
• Facebook is starting to favor 90 second videos for ad
breaks
• We have found a close correlation between watching
over 30 seconds and the video reach on social

• Try something simple, someone
speaking to the camera
• Show examples of good video
• Find topics people can get excited
about
• Make them comfortable
GET YOUR TEAM TO
MAKE VIDEO:

• Plan everything
• Give yourself extra time
• Wear appropriate clothing
GET YOUR TEAM
CAMEREA READY:

How To Set Up A Good
Video.
1. Control your environment (light;
sound)
2. Pick up some starter equipment
3. Find an interesting background
1. Not complicated
2. Not white
3. Not lit from behind
4. Think about audio

• Make it fun – play music beforehand, make them
comfortable.
• Give plenty of direction.
• Encourage them (they’ll be nervous).
• Do a couple of takes – the second is always better (so
is the third).
• Plan extra time.
• Have back ups of everything.
• Test everything.
WHEN SHOOTING THE
VIDEO:

Good Equipment to buy:
• Tripod
• Phone mount
• Microphone
• Boom - for surround sound
• Lavalier - one-person
• Handheld – interviews on the go
• Light - light stands
• Camera (phone or consumer camera)

Editing the video.
1. Programs like iMovie are good
for starting, Premiere is more
advanced
2. Generators like Animoto &
Magisto can provide quick
edits if you have the footage
3. Add in any music to lift the
mood (make sure it’s legal)
4. Add subtitles if video may be
played without sound.

Pro Tip:
You can certainly do this yourself, but there is no
shame in hiring a freelancer if you can’t execute!

Platforms for distribution.
1. Social Media Native
2. On-Page Hosting (Wistia,
Brightcove)
3. Search Engines (YouTube)
4. Ad-buy (Facebook,
YouTube)

Pro Tip:
Optimize for long shares here by building
suspense, keeping message simple, being visual!

Pro Tip #2:
If you really want bang for your buck on social, you
may also want to spend with paid.

Note:
Create content that will be appreciated outside of
your employee circle.

People watch video to
experience.

We are wired
to look at
faces.

People have
short attention
spans.

Viewers are making a
non-negotiable time
commitment, and are
trusting you to provide
good content.

Optimize for social.
1. Capture attention fast
2. Leave something to be
desired
3. Video should be easy to
understand with no sound.

Pro Tip:
Optimize for the slow build on social; leave viewer
in suspense to keep them watching longer.

85%Of videos on social are played without sound.
Source: Digiday

The goal of any video should be quality view, which
will ideally inspire a secondary action.

Note:
Different metrics get different measurement
options, but they all favor time watched.
Ex. Facebook gives you 3 seconds, 30 seconds is what matters, but YouTube measures
in 30 seconds.

Live Video:
1. Have a reason your video
needs to be live.
2. Live works well when it feels
organic or well produced.

YouTube Link:
Bit.ly/KCHUG-video-examples

SUMMARY:
1. Start with your conversion vids to show ROI. Get everyone comfortable
with using video.
2. For attraction, decide the networks you want to use. Look into
YouTube as your first try.
3. Design a few tests to try.
4. Make your actors comfortable on shoot day – with preparation. On
social especially, the amount of video being consumed is on the rise,
optimize for this medium.
5. Build distribution into your video plan.

TIPS
• Test everything early. Scope it out before shoot day.
• When on social, optimize for mobile. On social especially, the amount
of video being consumed is on the rise, optimize for this medium.
• Always do more takes than you think you need.

TOOLS & RESOURCES:
• YouTube Playbook for Brands (here)
• YouTube Ads Certification (here) / Facebook Ads Certification (here)
• Animoto, Magisto
• B&H Photo (equipment purchases)
• How to use video at every phase of Buyer’s Journey (HubSpot +
Wistia)
• Wistia Blog, Vidyard Blog
• Vidyard Video Marketing Checklist
• Tips for Directing Non-Actors
• Facebook Audience Insights
• How to Create High Quality Videos for Social Media

ARTICLES CITED:
1. Slide 9: http://www.cisco.com/c/en/us/solutions/collateral/service-
provider/visual-networking-index-vni/complete-white-paper-c11-
481360.html & http://tubularinsights.com/2019-internet-video-traffic/
2. Slide 15: https://research.hubspot.com/reports/the-future-of-content-
marketing ß copy & paste this one
3. Slide 16: https://www.vidyard.com/blog/b2b-video-marketing-metrics-
research-report/
4. Slide 18: https://animoto.com/blog/business/video-marketing-cheat-
sheet-infographic/
5. Slide 33: https://wistia.com/blog/evolution-of-video-goals
6. Slide 60: https://wistia.com/blog/optimal-video-length
7. Slide 86: https://wistia.com/blog/power-of-faces-in-video
8. Slide 94: http://digiday.com/media/silent-world-facebook-video/

EQUIPMENT LINKS:
• Tripod: https://www.bhphotovideo.com/c/product/796298-
REG/Magnus_PV_3310_Photo_Tripod_With.html
• Microphone:
• -Boom: https://www.bhphotovideo.com/c/product/1186598-
REG/rode_videomic_me_directional_mic.html
• Lavalier: https://www.bhphotovideo.com/c/product/983763-
REG/polsen_mo_pl1_lavalier_microphone_for_iphone.html
• Handheld: https://www.bhphotovideo.com/c/product/1076272-
REG/mxl_mm130_handheld_microphone_for_mobile.html
• Light: https://www.fovitec.com/products/studiopro-fluorescent-4-socket-head-
ac-power-light-kit-with-16x24-softbox-1300-watt-output
• Camera: https://www.bhphotovideo.com/c/product/1198036-
REG/canon_1004c002_xa30_professional_hd_camcorder.html

How to Use Video in Your Marketing

How to Use Video in Your Marketing

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