Breakfast Seminar: Run Video Across the Entire Marketing Funnel

We as marketeers have actually not embraced video. I have not before. In this first now, I really understand what video is. Because before I saw video as something that was brand building, brand awareness, but I didn't see how video can actually be used in every step in the marketing funnel. Like how you can work with wing customers or how you can grow your audience or your existing customers based by doing videos which is very personalized. And I think it reminds me about when I started working with social media and that was like 2008 or something like that. You know, when the first company pages came around. And the only way we could post on social media on our own company pages was either to use an agency that, you know, that, you know, sketched out this great campaign that costed like if fortune or I could go to our servers where we had stock images that was approved by corporate communications. And they were kind of dusty and old. So you didn't like have so much option. And if you see how all of a sudden, like 2012 or something like that, where it actually became Switch. Where companies started hiring in social and taking back their brand from the agency. So a lot of agency people working with social actually went to work for companies inside and started producing content on a daily basis. And if you look at like an Instagram story right now from a brand, you can clearly see that it's not always according to the brand guidelines. And that's OK, because I'm not saying that you always need like you obviously we need brand guidelines and we need to be consistent in the way we we build up our brand. But it's not always important. Sometimes the message is more important that and that you can actually put an emoji on a picture or an image or a video for that matter. And that's that's OK. That is not always coming. How can an emoji be according to brand guidelines? I don't know. But I think that doesn't matter anymore. It's the message that is important. And I think it's the same with video. Right. So right now, it's when we look at video, at least in my mind, which which I did before was to look at videos that something that was hard to produce. And I didn't know how to think about video. How do you actually make the production at scale in house? Because video is hard and it's an untapped area, at least for me as a marketeer to actually be able to handle that. But I think we can kind of see the same evolvements of video today as well as we we kind of saw with social media that that companies is starting hiring video product video producers or videographer as our cohere. Our own video photographer over there to actually produce video in house at scale for much, much lower cost. And I'm not saying that if we offer is obviously if we can afford to do the epic splits and we can afford to go to first man, both and first. That's amazing. But not everyone can that. And that's very much like top funnel. Right. So if we're going to start producing video at scale as marketeers, we need to move that in house. And I think I mean, looking at the mobile phone here, but I mean, our devices is pretty damn good right now. I mean, so we can actually start producing. We have great software which is made for marketeers by marketeers so we can actually edit and produce and distribute our own videos. And another thing that's important is obviously sound. You've got some microphones here today. It doesn't need to be complicated. You just plug it into your mobile phone and start producing. I think it's just to get out, start producing. That was most important and take like video, embrace video as a marketeer because I think that's important. And don't be afraid of that. And also like get a tripod. It's like 200 Krona. So we can only afford actually. We have all the software and hardware to actually start producing it as marketeers and take that back and actually make it our own and work with it through across the funnel. So I think I'm looking forward to obviously hear the speakers also talk about how we actually do that. And before we kick off, I have one more thing, which is this one. The State of Video Marketing 2018 is a survey that you all have gotten. Please fill it in. We have a small tray used by the door. Just put it there. Put your name on. And today after this session, we will actually draw a winner who will get a ticket to NextM and Copenhagen X. That is happening tomorrow and Thursday. So we have a ticket for that that we will give to one of you. Now we have the speakers. We have Evelina from Falcon. We have Helle from Healthy. And we have our own Todd from 23. And we're going to start with you, Evelina. Evelina, you work at Falcon as their marketing animation specialist. And I know you also helped out quite a lot at Tech Barbecue previously. So welcome up on stage. Thank you. So give a warm hand for the crowd. So today I'm here to talk about webinars. And webinars is something that we use as marketing tools, not only at Falcon, but across different companies. And I'd actually like to start by showing you who I am and why my colleagues call me a webinar. Guys, here. Can you actually see me? It is because I joined Falcon a bit less than two years ago when I started doing some product marketing, then digital marketing. But mostly I have passion for observing consumer behavior, how our leads interact with us on the web through email, and how we can actually nurture those leads in order to convert them. So the agenda for today for me is the State of Vision 2018. We're giving you a bit more highlights on what Ronja started telling you about earlier, then why webinars are your gateway drug to video marketing these days. Yes, it's the word. And then something that I hope you'll be able to get as a takeaway, go back to your offices and implement and start doing webinars already tomorrow if you're not doing it right now. So video marketing. As we heard already, video has been scaling many companies. It's a tool that really can leverage a lot for a company. According to the latest survey from HubSpot, there are around 81% of companies that are using videos as part of their marketing strategies. So now if you take a report that's not HubSpot, which is a name that we all know, you'll see different numbers, maybe 60, 70%. That's not so important. What's important is that all those reports will tell you one thing, that around 90% of those companies, if they are not doing videos now, they want to start doing it in 2018 already. And I think that's a very solid proof that video is here to stay and is the way to go. In the same survey from HubSpot, they asked all their respondents how much time they spent on average watching a video on a typical day that you're at work, watching YouTube or whatever, and people said 1.5 hours. What's actually curious is that every year there are about 5% more people that respond, they watch over 3 hours of video per day. Now that's a lot. And I know we had really nice breakfast and croissants, but I want you now to close your eyes, don't digest too much and don't fall asleep, and let's do a visualization so you can imagine what video, why is it such a phenomenal thing. So close your eyes and think about all those videos right now in this particular second of time, well now it's over a second, but all the videos that are circulating the internet space right now. Can you imagine all those videos flowing? Now you can open your eyes and think about how much time it will take you to watch all those videos that have circulated in that moment in time. Any guesses? It's overwhelming, right? It's really hard to try to come up with an idea, oh is it 3 months, 5 months, how many videos were there actually there? Cisco has the answer. So according to Cisco and the report that they release every year, for 2021 it would take up to 4 years to watch all those videos circulating the internet in that one particular moment. I've added here the source so when you get the slides, check this report, you'll find a lot of interesting numbers there. The highlights of this report for me are three key points. Video represents 80% of internet traffic, there will be nearly 1.9 billion internet video users and users will be watching 3 trillion minutes of video per month. So we're all human beings and we have really hard time comprehending numbers, especially marketeers, we tend to be a bit more creative rather than number crunch people. And for us, this effect of those reports and those numbers doesn't have the same value anymore. Cisco have been doing those reports since 2006. How many times we've all read it? A lot, right? So what's the actual deal with all those big incomprehensible numbers that we read all the time? You don't really care about those 1.9 billion users, right? You maybe care about 1 million, 100 thousand, 10 thousand, how many of those people are actually the relevant people for your product to buy? And that's why you have to figure out where your target viewers are located and who you're talking to. Are they around the corner? Are they around the world? Who those people are? What is their age, sex, job title, me doing email automation, I care about internet browser and email provider, and what's most important, how much are they willing to spend on your product? And then lastly, you have to enrich that data about those profiles that you have in your CRM. Are you talking to a football fan or to a social media guru? With this being said about video, I highly recommend you to watch the last breakfast seminar video when Christopher from Templify told the story of Darth Vader and why Legion and video is important. But I'm going to focus now on webinars and why are they our gateway drug to video marketing. So webinars are a very easy video marketing tool because they're cheap to produce. I always thought that you need a soundproof room, you need a lot of expert people in video making. No, that's definitely not the case. Do you see the background on that slide? That's all you need in order to produce a scalable webinar video recording. And people love it because everything they need to pay in order to get that webinar from you is their data. So if you go to googletrend.com, you will see the recent things, which is Quatchella, Trump administration and all that. But you can also run a query about webinars to get convinced about the value of them. So Google Trends tells us that since the first time they've done a video, that's up down there in January 2004 until now, we can see a steep increase. And that's going to go even higher up in the next couple of years. You can check how many providers of webinar platforms there are out there. And the more we have supply, I mean, the supply is defined by demand. It's definitely the way to go. I'm going to look at the webinar platform. I'm going to spend some time here on this slide because I think this is pretty much a summary of what are the benefits for a company to run webinars. First and foremost, webinars are the way to humanize your company. You're giving a face. You have a live streaming so people can see who you are. You can even add some humor there if you have any, of course. Then you have the ability to do a live stream of your own. Then you can, that's how you can prove to be a thought leader. And something that's very important here to become a thought leader, people don't care about you if you're a thought leader or not. This is just a buzzword that I'm using here on my slide. The truth behind this is building trust. If you can show to people that you know what's happening in the industry, the most recent numbers, the fact that you know why you can solve their pain and their problem, that's how you're going to gain their trust. So yes, we call it become thought leader, but it's all about becoming closer to those people engaging with you. Third point, you're going to be able to move leads down the sales funnel faster and cheaper. So you don't spend too much money from your marketing budget on leads that you're never going to qualify because they're not the right ones. Maybe all they need is to actually be educated on your product and webinars is 45 minutes that if you see that they're dropping off, then they're not the right one for you and then the right ones you can actually move faster. Prove the value of your product is the fourth point and that ties into what we talked about now in thought leadership. Gaining trust is one thing. People who are usually risk averse when it comes to spending money, they really need to gain that confidence that you are the right product and you're the best value for money out there. And why again webinars and video? If you check Facebook stats about video and there was a very interesting conference here in Copenhagen by Facebook Nordics that I attended in November last year. And we were talking about the sofa shoppers and the people that actually are still buying in retail stores. People check reviews and people watch videos before they make a purchasing decision. Ninety five percent of people have watched the video about the product before going there to submit that payment. Another point that sometimes we don't really think about a lot is the customer journey. This is a very common Falcon slide that we like to showcase what's happening in the different stages of that journey. We have the discover stage where we have a person that we know who he is, maybe have his email, we don't really have any rich data. Then we attract that person with some e-books, downloadable assets, employee advocacy, if they care about that. And then the more we engage them, the more we are enriching that data. Maybe you were going to ask how that ties into webinars. Well, in each stage of that journey, you can push related and relevant content to what that person has engaged with on your web page. And nowadays that's very easy for you to track and then just engage them with webinars. So if that's Tim, Tim is looking at customer reviews. Tim is also engaging with your social channels and Tim at the same time is viewing your paid campaigns, is getting your newsletter and all that. And those are not disconnected lines. They're actually on one line because they happen at the same time. And that's why it's very important to architect a successful webinar program to manage to convert Tim. How do we do that? A strategic approach here would be to slice and dice. Start by really listing your goals. Do you have to do that webinar or is it a waste of time or we're doing it because we attended an event about webinars? You have to answer that question for yourself. So I think you can read it down there. In the beginning when I joined Falcon, I thought that webinars, those are the onboarding trainings. We use it for customers to just make them adopt the product faster. But then I realized that we can do also demo webinars, which can be a 20 minutes recording of your product just to educate those leads. And I'm going to repeat that again and again because engaging leads means that you're converting the right leads. Then you need to look at phase two, which is how you define success and to come up with the right KPIs for it. And then phase three, which is create solid reporting and analyze success. So I'm going to go even deeper into reporting later. But here that pretty much is defined by performance, email campaigns and the webinar engagement stats. And of course, phase four is reuse the recording and come up with a completely new strategy. What you're going to do with that recording? There are so many things that you can do out there. First and foremost, build a library of on-demand webinars content. Webinars are not just a live thing that you're using at this particular point in time. You can turn it into an asset. You can turn it into a blog post. If you have done a partner webinar with a customer of yours or with a partner, you can write an article about it. You can reuse it over time by just making shorter snippets of it. And the most important, of course, is to aggregate the best of them in an easily accessible getaway, integrate into your landing pages, create your teasers video to attract, and always recommend related content because you need people to stay on your web page and you need to drive engagement even more and make those sessions longer. Performance. Last week, my manager went to an event in Utrecht to talk about what did we as Falcon learn spending one million dollars on paid marketing. It was a very interesting presentation because the answer was, well, we learned that we need to do reporting from the get-go. From day one, you need to map how much you spent, but also how much you get for that. So reporting and performance is the key to everything. Companies tend to look into webinar stats in two different ways. The first one is the important objectives. And you can see here how lead gen always comes on top from the companies that are actually doing webinars. And it gets even interesting when we see about useful metrics. Then lead gen comes even up to 60 percent, and people really find lead gen to be the most useful metric. That means how much of those leads you convert through webinars. And I've added there the source, so you can also read up on this yourself. Okay, I'm doing well with the time so far. So now I'm going to tell you a bit about the Falcon way. And I think that's important for you to hear because it's a particular example from a company that in the last couple of months we've had three webinars with over 1,000 registrants. You will see one example as well. But first, to show you what's our stack, when you start doing webinars, you only need a room, a laptop, and someone who's willing to do it and is, of course, an engaging speaker. You also need to have a webinar platform provider. You need Google Analytics, or at least that's what we're using. Marketo is the email automation tool that we're using. And AdRow is for paid. But all those platforms are integrated and are talking to each other. And if you're not convinced about the flow of data and why this is important, you can also read some really good articles from 23 and from Todd. And I'm pretty sure that the guys will be happy to tell you more about that. This is a webinar that we run in December, and it's called How to Conduct a Quick Social Media Audit. That's a very good showcase of why we at Falcon design future webinars with reuse in mind. Everyone who's doing social these days, they need to audit the content, the engagement, pretty much everything that's happening on their web page. And that's why we call this reusable green content, because it's a webinar that you can redo. You can pick the highlights, do some editing and cuts, and then reuse that over and over again. So always make webinars with reuse in mind, because that's even cheaper for you. How do we benchmark success at Falcon? Here I can talk to you probably about hours, but I only have about seven minutes left. So pre-webinar benchmarks, figure out what's the promotional cycle for you. For us, it works to start sending invites two weeks before the webinar. Some companies do it one month before, then we're looking at the send days for promo emails. Usually it's Tuesday and Wednesday that are performing really well. Best days for webinar attendance, that's usually again Wednesday and Thursday afternoon. And best times to run webinars. In the U.S., that's around noon. In EMEA, that's usually four or five p.m., something like this. It really depends, and you have to find what works for you. Webinar benchmarks. Here we're looking at average viewing time, registering to attendees, conversion, integration of engagement tools, and integration of video. When we talk about webinars, we also talk about adding video in the webinars, because that drives even more interaction. And some of those numbers maybe are not so relevant because you have the viewers that are going to come later on for the on-demand presentation. So take them with a grain of salt when you see this. Post-webinar benchmarks are usually the on-demand viewing, the post-live engagement, contact acquisition, and demo requests. And those last two are really the essence of success. How many new contacts did you add to your CRM system because of the promotion of that webinar? How many people engage on social when you push that online? How many demo requests did you get out of that webinar? Did you really convert leads or what's working for them? Then we have to go back to the topic, do you really know your audience? This is an example of how we do on a monthly basis webinar reporting at Falcon. We use Data Studio reports, and that really enable us to have one report that over time shows us how well we're doing and to benchmark webinars on top of each other. So we have in the beginning a performance summary. We see how each channel is performing. We see the stats from paid. We see even when we run tests with the visuals that we have pushed on social, which one has performed better. We also have a tab about email performance to see what was the engagement and the conversion that comes from the follow-up emails. And here I'm going to show you the face of our webinars, which is my colleague Dino from New York. He's really our creative mind when it comes to themes and topics for webinars. And he says that marketeers can choose from dozens of webinars being hosted daily. And a successful webinar not only generates leads but has people wanting more. For us, that means a good majority of attendees are still logged in when a webinar runs over the scheduled time. Content is always more important because that's why people are there. But here is the but. If the webinar is dull, the best of content won't mean a thing. Some of you didn't quite get that, right? What he really means here is that for webinars you have a certain ratio between content and engagement. You may have a really strong content team that has prepared those slides and even downloadable handouts and assets that people can access on that webinar. But if you don't have the right person to be in front of the camera and deliver that to the audience, it's pretty much a waste of work what you've done. So think about that ratio and always take it as 60 to 40 percent. 60 percent content, but 40 percent engagement. And here are my five takeaways. Video is on the rise because it works. Again, if you're not convinced about that, you have a lot of people here that know a lot more about video and can talk to you after the presentation. Webinars are really quick and cheap, low-cost way to attract and nurture leads. You can very quickly eliminate who's qualified or not to go through the sales funnel. You can uncover hidden gems in your webinar library. That webinar from December 2016 may still be relevant. And you may still push it in the nurture stream or find the right cycle to add that to the leads and push it out and see what the engagement will be. Understand your audience. Get to know what people like. If some people are interested in one topic, that doesn't mean that they won't be interested in another. Or it doesn't mean that you cannot build the right programs for each of those different people and segments. And always, always set the right goals. Set your KPIs. Measure and track your results. Because that's the only way that with testing over time, you will eventually get there. Perfect. Thank you so much, Evelina. So we're going to have one more speaker before we have a new coffee break. And we're going to meet Helle. Helle is now a consultant. You have your own company working as a social and content specialist. But you have been working at Revolt as head of social before. And you also worked at Saxo Bank previously. So I think some of the examples will also be from there. So do give a warm applause to Helle. So I see that the lower end of my title disappeared. So no, no, no, it might have been me. But this is about social video. It's not just in general how to create. China arrow down a bit so I'm not going to be here for a couple of days speaking nonstop. But I thought it was great that we've seen Evelina talk very specifically about webinar. I have a lot of great stats as well. I'm going to take a more practical angle, if you will. And also focus on social video. Basically, I have five tips, five pieces of advice for when creating social video. So I think Anja mentioned it pretty much already. Today I'm an independent content marketing social media specialist. Before that, immediately before that, I worked at Saxo Bank where I was responsible for their content marketing program. And before that, I've also been head of social at Revolt, which is a Danish agency. I've also been at Falcone I.O. So quite a lot of different places working with basically with social primarily. And as content marketing became more of a thing over the past few years, content marketing has been a big part of what I do as well. So just to get us started, I kind of want to just maybe lay out a framework of how you could think about different types of video. So I would say like overall, you could talk about three types of video. It's not to say it's more like they can share components. So it's not as though one video only fits within one category, but they can also have one video can have proponents from several categories. But basically, you have this like more of a snacking kind of video, typically short videos. They could be very like improvised. They could be gifts. So you could use Boomerang on Instagram to create a fun video. It could also be text only video. And I think that's an important thing to mention that we tend to think of video as this big time consuming, very heavy production. It doesn't have to be. And I think that was on his point as well. But now we have the tools available that you can actually just shoot it with our iPhone or with our GoPro. But also that you could actually just do text only videos. So a lot of tools out there. Animoto is one great tool that you can use to basically just do these text videos. Could also be if you have some testimonials, you could also use that as a text only video. So it's a great format to do like really low, low intense, if you will, productions to still get video out there. And another one is more of a like a lean forward or interactive category. It could be it could be live streaming, could be Facebook Live where you can interact. It could also be stories where you run, for instance, on Instagram, you run a poll that you can then use further on in your marketing. If you ask people a question, you get some stats that you can then use maybe as a text only video later on. So thinking about how to generate content from that way as well. And then the final one is more of a lean back, immersive kind of thing. It could be a webinar. It could also be like a long form video. Vice media, for instance, do a lot of that kind of thing. But where you're actually just spending the time, maybe not so much an interactive thing, but really getting into a deep topic subject matter. So kicking off with the first piece of advice, and it's also relating a little to your question over there, I think previously is and I think Evelina was talking a bit about it as well. But you need to adapt video to the buyer's journey, of course. And it's also a great way to generate ideas for how to actually think about content. What video what kind of content could you create for your video? So if you think about I think it's I chose a Danish painting business. So if you think about those three stages before you actually have purchased the product awareness would typically be a phase where you realize you have some kind of a need. Or maybe an opportunity. But you're not completely you're not completely clear on what the issue is. So in this case, his wife is pregnant or it could be I have a toothache. You start to have some kind of need that you want to that you want to service. Then the next stage is where you become more aware. OK, this is actually my problem. This is actually my opportunity in this case. OK, I actually want to change our office into a more open space. I want to change our office into a nursery. But how do I go about it? What should I should I buy furniture? Should I paint it? What do I need to do? And then in that final stage of making the decision, that's where you actually go. OK, great. During that consideration phase, I know what my problem is and I'm looking for my solution during that phase. And then as you reach the decision phase, you've you've found your solution and you're making your choice. So that's a great way to think about how to generate content throughout those different stages and also to make sure that you actually have content for each stage. So you're not missing out on maybe the whole consideration stage, skipping straight to people, being very aware of what they need and ready to make a decision as well. Another one is flipping the arc. So classic storytelling would be this narrative arc of slowly building up to a climax and then kind of just turning it down from there with social video and people having tiny, tiny attention spans and a thumb that can scroll very quickly. We need to flip the arc. So we need to invert that narrative arc to keep people engaged, to make sure that we actually communicate immediately what we need to say. So get your message across quickly, give your conclusions straight away. And then you basically say, OK, great. And these are the arguments for why this is a great bit of paint or this is the reason why whatever you're trying to say. But make sure that you get your message across immediately. You could also work with starting with an unexpected shot, like a weird angle, something that's unexpected to make sure that people don't just scroll past you in the newsfeed. Details. I think something that we maybe don't think about as much. But we have these small screens, of course, with very high resolution today. But it's a small screen. People are quick to scroll past. If you use details, it's a great way to kind of suck people in. So you optimize for people viewing it on a small screen. But it's also a way of spurring attention, building curiosity. And this is an example from Saxo Bank. So that one definitely works well on a small screen. You're kind of getting everything closer. It's high pace. So that one's really focusing on the mobile and the social experience. The fourth one is scripting video. If you're running video, it's a great way to actually sit down and just prepare and think about what you want to say. And I think we tend to be like, well, video is easy. It's quick. You can quickly just get up and running with an iPhone. And you can. But if you want to make sure that you're really nailing video, you should think about scripting it. So it's a way, first of all, to maintain control of the finished product. And it's also a way to explain your vision to others. So either maybe as I was doing it, Saxo Bank, I would be thinking about the content at the very beginning, coming up with the ideas, thinking about what is the action that we want to drive at the end of the video. But I wasn't actually creating the video. So we had videographers doing that. And it was a great way to align expectations, to kind of get feedback, also to get their ideas for how to improve it. And it was also a great way to align with other stakeholders internally that might be a part of this video to say, this is how we intend to do it. Do you agree with the way that we're phrasing the argument that you're making? Do you agree with the way that we're representing you? We actually had one case where we were preparing to do one video at Saxo Bank. We did the script and then with the script, we sent that to the internal stakeholder and the expert said, no, I don't want to be a part of that video. I don't agree with that way of, with that angle to the particular message. So we ended up redoing it completely because he didn't want to, he didn't feel like it was the right way to portray the particular story. So it's a great way to just make sure that you don't waste resources as well. It also shows that you've kind of laid out the argument, the story, it progresses naturally and very clearly. And it's also, of course, you save time in the post-production phase. If you're doing subtitles, captions, you already have the text there so you can quickly put it in. So I would definitely recommend to think about how to do scripts for the video. And this is just a quick mock up. It's not the actual script. This just just to give you an idea of how you know, how would you lay that out? And then you have the finished product at the end. And then number five, the social video. It's great to think about video as part of great whole. So at the beginning, when I was doing social video, I would be laser focusing on the video. And then at the end, I would be getting to the point where I would create the post, the ads for that particular video. And I would realize, actually, you know, I could have skipped some of the stuff at the beginning. Or I could have done it in a different way, but work with all the different elements I have available. So you have the text field. If you're adding a link, you have the headline down there as well. So when you're planning out the video, think about how you can work with those elements as well. So it creates that one whole that becomes a lot more efficient, a lot more powerful. But also when we talk about flipping the narrative arc to start with a conclusion, it's a great way to act that out that bit of context. So for this video, basically, the guy on the left is Steve Jacobson, who's the chief economist at Saxebank. And I think, you know, the guy on the right. And basically what the video was about was that Steve Jacobson had come out in mid-June 2016 and said, Trump, if he wants to be successful, if he gets to office, he has to do this two-for-one policy. And then six months later, Trump is elected president and he then starts talking about the two-for-one policy. So it was a great way for us to showcase so clearly the expertise that Saxebank has. And we did it a lot with split screens, just Steve Jacobson starts out speaking first, then Donald Trump speaks afterwards. We wanted to start off with the conclusion. So Steve Jacobson saying, I suggest I predict that he will do a two-for-one policy. That's pretty much how it starts out. And then Donald Trump says it as well. Of course, we also had the supers at the top saying June 2016, November 2016. But then we added the bit of context at the top. So you would always have that as you're watching the video to see, OK, six months ago, you're kind of wondering about what is this really about. So it was a way to use those different elements of the post to actually be more efficient and to communicate a lot more sharply. Yeah, also just adding that you can, if you have a social media tool, of course, you would set it up in there, play around with the different elements that you have to see how it works. You can also use Facebook Creative Hub. That's a great place to also try to do the mock-ups. So just to sum up, basically thinking about how to adapt video to the bias journey one, because, of course, then you're actually reaching people during the stage where they have that particular need, where they're either not very educated about what they need or they're very educated about it. So it gives you that window to really understand how you can make video more relevant for people. It also gives you a great angle into thinking about ideas for content. So if you are do-ofs selling paint, one particular trigger for being interested in do-ofs product would be maybe that the wife is pregnant and now you're thinking about how to get the flat ready for this little baby that's coming around. It could also be that you're moving, whatever. It's a great way to just think about those different steps of the process. Invert the narrative art to make sure you capture people's attention early. Show details. Optimize video for mobile viewing. Make sure that you script your video at least the longer ones so you know that you have that clear progression, that you're actually communicating clearly. I think that's typically what I found when I was doing the scripts is that sometimes it just wasn't very clear. You need to be laser clear if that's actually a word to make sure that you can quickly communicate what you need to get across. And then the final one is use all the elements at your disposal. Make sure that you use the text field, the headline field as well. That's me. Thank you. I think it's a great point that you made as well that you need to have people on the video that really means and believe in the message. I think it was a great example of the Saxo executive who said like, no, no, no, this is not me. I don't believe in it. I don't want to say it. I think that's so important. I think Evelina also said that it's like half is the content. You need to have great content. But who is actually delivering the content is as important. And you really need to believe and mean it when you're delivering it. Hi, everyone. As Renja said, I moved here from San Francisco last year. I've been in 23 for about 10 months. But today I'm going to talk about qualitative versus quantitative. How to properly run video across your entire marketing funnel. I always like to start with this quote from Rand Fishkin. Who here knows Rand Fishkin? He's a pretty famous founder in the United States of a tech company called Moz. And he really built his business on video, to be honest. His number one driver of revenue was his Whiteboard Fridays. So Whiteboard Fridays is a series that he put together that's released weekly, long form, kind of like a webinar actually. But it's actually him standing in front of a whiteboard, literally writing out SEO tactics. And he said that those video viewers were worth 10 times more than any reader of text. So I think that kind of sets the context for how important video is, right? And how it can build your business. I actually talked to Rand at Inbound in Boston HubSpots Conference. And he told me the backstory of Whiteboard Friday and that he almost gave up on it. But he saw the trajectory of it and that people were actually watching. And he was able to do that because he was using tools that allowed him to measure engagement instead of just seeing views on YouTube. And so he saw that trajectory that people were actually engaging and they were actually watching his 45 minute videos. So he continued to do it. And by the time it was done, it was the number one driver of revenue. So I think that just sets the scene for what we're going to talk about. So this is kind of the crux of the title as well, right? That video, we all know, is very qualitative. It's good for communication. It's good for storytelling. It's human. It's relational. But the quantitative side is lacking today in 2018. That marketers aren't properly measuring it across the funnel, trying to get conversions from video, generating leads, being data driven about their video. And so ideally, when you put these two together, you get video marketing. But ideally, we want it to look like this, right? Where we put just as much stock into measuring the video after creating the good piece of content. Because it's nice. You always need good content. But if no one watches it, it doesn't really matter, right? So at the end of the day, you want to put just as much effort into measuring your video as creating your video. And they go together really well, obviously. So before I go into what works with video across the funnel, I want to show what's wrong with video in 2018. And there's a few quick lessons. I think there's eight of them, actually. And so the first is that the majority of marketers are only using video at the top of the buyer's journey. It's awesome that Falcon's using webinars because they're using video across the entire buyer's journey, right? They're going down to where they still have leads and there's customers even on their webinars and people who promote their brand. And so instead of just putting video on social, marketers need to think about how they can move their prospects all the way down the buyer's journey. And I'll show a few examples of some brands that do do that really well. Are marketers properly measuring video correctly? Overwhelmingly, no. So this is from a survey that we ran last year and into this year as well about how marketers are measuring video. Now, only 55% of marketers are measuring plays, which is kind of ridiculous because that should absolutely be 100%. That's like measuring clicks to your website. And so if you're not measuring plays, I mean, you need to at least start there. But we want marketers to move on to metrics that actually matter, right? Like engagement conversion and leads generated. Seeing how much of a video someone's watching. Instead of I mean, it's nice to put a video on YouTube and see if they've got 10,000 plays. But what does that actually tell you or tell your bosses about how your videos are performing? And so ultimately, you want you want your users to be viewing video on your own website. You're most likely producing the wrong videos. But I like to rephrase this to say if you're not measuring your videos, you're most likely producing the wrong videos. Right. So if you're not properly measuring engagement or if you're just putting videos on YouTube or Facebook or YouTube, you probably don't know if those long form are working. So this is from we tracked over a billion video plays and we saw that 51% of the videos produced are under two minutes. But they only make up 11% of the engagement. So there's kind of a discrepancy here. I'm not saying this is accurate for everyone. Maybe a B2C company short form videos work better. But if you haven't tested out long form videos for a B2C company, then you never know. Right. Maybe people do engage. I actually saw I know someone asked a question about B2C webinars. I actually saw there's this company called StockX and they sell shoes and watches and things like that. But they actually took a B2B tactic. And every week they have a like sit down with their CEO to talk about the latest trends and it's long form content. And I was like, I think that's pretty cool that they're adapting a B2B tactic for their B2C brand to build engagement with their audience with a longer. They don't call it a webinar, but it's essentially a weekly webinar. So think about which videos you're producing and if they're the right length and if they're engaging for your audience. And number four, marketers are stuck on a platform or two. Kind of talked about it a little bit. But don't just post on Facebook and YouTube. Think about where you can post videos everywhere. Right. Video is the best way to engage. We know that. But we need to be running it across all these channels and specifically on your website. Because at the end of the day, that's where you want your users to be. And that's where you can track them the best. Don't send users off of your website to YouTube. So this is Nike. If you go to Nike's website and you want to watch a video, say they just paid advertising dollars on Google display ads or whatever they're using to get you to your website. And you want to watch a video, they immediately send you away to YouTube. Which is kind of ridiculous if you think about it, right? So you want to watch a video about these shoes you're going to buy, but you have to leave and then navigate back. And all of a sudden you're out of their funnel. So make sure to think about how you can build video hubs on your website. Or how you can build video landing pages or anything like that. Because it's really important to keep people in your funnel. Same with email, right? You don't want to send an email to 100,000 people and send them off to YouTube. Or you can't track it, right? You have no idea what they're doing on YouTube. They get weird ass suggestions over here. You don't know what they're looking at. And so it's like you need to make sure that you're sending them to your website. Especially with video. Keeping them in that funnel. Number eight, your lead scoring and attribution data can be off by up to 50% if you're not tracking video on your website. If you're embedding Facebook and YouTube videos on your website, your attribution and lead scoring is off. So we always track clicks from Twitter. I don't even think Google Plus exists anymore. So we're always tracking these activities, the Facebook clicks. If they land on a landing page, it's filled out of form. But half of data comes from video these days. But we're not tracking it yet. So I'll show you how we can. So it's very important here. And I like to tell a story about I was watching Shark Tank. Does anyone know Shark Tank? It's like the, I think you guys have one called Dragons here? Lions? I don't know. Some sort of animal. And it's about investments. And it gets 20 million viewers in the United States. And this company was on it. And they sold these coffee protein shakes or whatever. And I went to their website to look, and they had a Twitter video on their homepage. And I said, you just got 500,000 visits to your website, and you have no idea what people are doing on your website. So it's important to think about how your lead scoring and how you're using attribution. And then lastly, before we get into the examples, is that video marketing is treated differently. It kind of is an afterthought. We're creating all this good content, but then we're not measuring it properly. That would be like sending an email and not tracking the click-through rate, which would be insane, right? And so video marketing, we want it to be treated the exact same as all the other channels. So video marketing best practices. I'll kind of go through a few to make sure we can cover how to use it across the entire funnel. So number one, measure beyond the top of the funnel. Like we said, it's really important to post videos to Facebook. They have 2 billion users. You can find tons of people there. Video proves to be more organically, get more reach. But always try and point them to your website. So this is an example from Marketo. They used a minute-long influencer clip from Seth Godin, who's a marketing thought leader. And then they pointed people to where they could register and where they could actually measure, right? So they knew the power of video, but then they knew the power of also getting them to their website and moving them down the funnel. And that's a B2B example, but it can also be used for B2C, right? Whether that's a product or a service or whatever it might be, Facebook is great for getting organic reach and finding brand awareness and things like that. But at the end of the day, Facebook has a goal that they want you to stay on Facebook. They don't want those people to leave their platform, but you need to provide them the opportunity to do it. And this stat is pretty interesting to me. So this is also from our state of online 2017 that the average user watches 58 seconds on YouTube, 20 seconds on Facebook, but on your own website they watch almost four minutes. So it's pretty important to think about how you can move them down the funnel, how to use these channels, they're very effective, but how to ultimately get the results that you want, right? So 79% of marketers are using video for brand awareness. That's awesome. Ideally we'd like it to be 100%, but I mean that's a great number for people using video and seeing the importance of video. However, only 38% of marketers are measuring engagement on their own website. And so that's where the discrepancy is in measuring the funnel, right? It's really good for brand awareness, but we need to start thinking about how we can move people down with webinars or product videos or case study videos or whatever it might be, making sure we're thinking about mapping out the whole funnel content scheme. Start measuring engagement and conversions instead of user place. So this is an example from a Danish company that I can't pronounce. But what they did is they have higher conversion rates and inbound traffic once they put up video hub and video landing pages on their website. So they dedicated time and effort to build this video hub instead of sending people to their YouTube channel. They knew how important it was to drive people to their actual website and to video landing pages where they can engage with video and then they can present more relevant content. Produce and measure the right length of content for your audience. This is a really cool example from Hint Health. They're a startup in San Francisco. And they connect doctors with their patients and they make it seamless and things like that. But they were holding their first conference and they sold 125 tickets, but then they had a waiting list of 250 people. They're like, how can we get these people involved? And obviously video is the best way to tell that story, right? And so they had all these speakers and they got over a thousand leads from their video hub because they hosted all of these videos live, but then also on demand. And they gated them. And so they got conversions from the video. And then they actually saw that the average user watched 27 and a half minutes on their website, which if you can get someone to stay on your website for 27 and a half minutes, you're doing something right. And so that's truly engaging their audience. Plus they got all these leads that they could now nurture too. And this is kind of an example from their video hub. But I put this step back up because now they know that long form content works for them. People are willing to watch 27 and a half minutes of their content at a time. And so they know that they can produce longer content and it will give them even more engagement. And so that might not be the case for your brand. Maybe short videos work better. But you don't know unless you test it. Run video across every channel. This is Fitness DK. They run 40 plus Facebook pages. And they know how important it is to run video everywhere. But then they also increase the average video engagement on their own website by 185 percent by having a video hub. But this is a good example of running video everywhere. Universal Robots, a Danish company that makes robot arms. And so I mean it's pretty engaging content. And they had all of this content and they didn't know what to do with it. And they thought, let's generate some leads from it. And so they started gating all of their content and they actually increased their contacts generated by 50 percent. And then after they captured that information, they could nurture them with more. More content, more email, more emails, whatever it might be. And they were able to move people down the funnel after getting their information from video. Except only 18 percent of marketers are using video to collect leads. Just like, so the other day I saw like an email subscription for a blog. And I thought, why don't I ever see that for video, right? Why don't I ever see like a subscription option for viewing your next video or anything like that? And I think it's a really important thing to think about that there's other ways to tell stories. And whether it's through a newsletter or whatever it might be. But start thinking about even if you are V2C or V2B brand, there's ways to capture people's information from video. And so you can measure their engagement and set up that attribution and that leads going. Number six, use GIFs or animated thumbnails. Animated thumbnails, we actually saw that by putting an animated GIF into an email, it increases your click through rate by 62 percent. Which is a pretty easy fix if you're trying to improve something quickly, right? But then again, always point it to your website. Don't send them to YouTube or third party where you can't track what they're doing. And then I think this is the last example. This is from Branch. This is actually where I used to work. And so if you watch the case study, I'm in it as well. It's kind of weird, but we should probably change it. And so Branch integrated Video 23 specifically into their Marketo account. And that's how we were able to identify. So this number is actually up to 4,000 now. This was three months into the trial with 23. But now they've identified 4,000 contacts and seen that the average user watches 10 minutes of video on their website. And so all of that engagement data though is sent to Marketo where the marketers can say someone watched 50 percent of one of our product videos. We could set up an automated workflow to send them an email saying, hey, are you actually interested in this product? Can we send you more information? Do you want to talk to a salesperson? And so it helped Branch make it so that their video metrics weren't put in a silo. It didn't just live on Facebook or on YouTube, but they're integrated across the entire organization. And then actually after we sent that video data to Marketo, we sent it to Salesforce where our sales team did targeted outreach and say, hey, I saw you watch 75 percent of this webinar. Did you have any more questions about this specific topic? And so it's a pretty good way to engage our audience. So just to kind of recap, this is what we want, right? We want the qualitative side, how you can tell good stories with video. You can be human. You can be relational. Those are amazing things about video, and we all love that. But we need to be just as focused on the quantitative side of the conversions of measuring video beyond views and plays and things like that. So I'll just briefly go through the section. What is 23 doing to modernize video marketing? Analytics, having all of your analytics, your video in one place and aggregating like YouTube, Facebook, along with your website data so you can see which channels are performing the best. Send, like I said, not putting your video metrics in a silo, sending them to marketing automation software like HubSpot, allowing you to run video everywhere. So you can publish to. We were actually the first platform to allow you to publish to LinkedIn from a third party. But you can also, because the LinkedIn video was launched just a few weeks ago, and then you can distribute to Facebook, your website, YouTube, things like that. Putting the animated thumbnails, like I said, that can improve your click through rates by 62 percent, putting those into emails with trackable embed codes and seeing if that performance helps. And then this is just kind of a recap of all the things that 23 can help with, whether it's social video, video workflow. So editing clips for social or whatever might be live and webinar inbound video. So getting people to your landing pages or your video hubs, video audience and video analytics. So I have four challenges for you guys. Number one, produce the right full funnel content. So test out if you've never made a webinar or a live event. Test it out. If you've never made a 30 second video on Facebook, see if it works. And so test it out, see what works and find the right content for your entire funnel. Number two, test what video content works for each channel. So on social and your website, the webinars work, the live events work and make sure you're seeing that you're trying out all the different types of content. Integrate video. Send it to your marketing automation or to your Google Analytics and see if you can measure the full funnel effect of video. There's tons of integrations with video platforms that allow you to get that information out of the silo. And then lastly, I don't give a shit if it's 23. Well, I mean, I do, but use a video marketing platform. Anyone, right? I think 23 offers the best product that you could use to take your video marketing to the next level. But I'm just begging you to use any video marketing platform on your website and make sure that you're measuring the video properly. That's me. That's my email. That's my LinkedIn. If you want to sign up for our Marketing Expert Series, we have some pretty cool interviews with the latest one was with someone from AdRoll, someone from LinkedIn. And then we had previous interviews with Rand Fishkin, with Kip Bodnar, the CMO of HubSpot. So feel free to sign up for our Expert Series. It's a video series, actually. And they're interviews anywhere from eight to 20 minutes long. So and we release them each week. That's all I got.