Webinar: How to Create a Video Marketing Plan for 2018

Thanks for tuning into our webinar. Today's topic is how to create a video marketing plan for 2018. I'm Kate. I'll be your host for today's webinar. I'm the Community Manager here at TwentyThree. And I'd like to introduce my colleague and co-host Todd Patton. He's the Head of Communications and Storytelling here at TwentyThree, and he's going to be co-presenting today's webinar. Just like to cover a few housekeeping points before we get started. Throughout the webinar, please feel free to tweet us any questions that you have. You can either tweet my colleague Todd, myself, or you can tweet at TwentyThree. Also, a recording of this webinar will be sent to your email after the webinar has ended in case you missed anything or you'd like to share or re-watch the webinar. Just like to cover now a few key points about what you'll learn. First, you'll learn best practices for using video across the entire marketing funnel, how to build a comprehensive content plan that involves video, how to integrate video into an existing tech stack, and then insights into detailed use cases from the best brands using video. So now I'd like to pass it over to my colleague Todd, who will talk about using video across the marketing funnel in 2018. Cool. Thanks, Kate. Hi, everyone. I'm excited to talk to you today about using video, as Kate said, across the marketing funnel in 2018, which I think will be a big focus for a lot of organizations, kind of starting to have that full funnel mindset when it comes to video. So I kind of wanted to start with a cool Venn diagram that I really like that kind of shows the intersection between video and traditional marketing. So on the left, you have video, which is great for storytelling and engagement and making a human connection between a brand and a consumer. And then on the right, you have marketing, which has the traditional data-driven and marketing funnel and conversions and lead generation. But with video marketing, you combine both of these, which is the best of both worlds. So you can be data-driven with the best storytelling medium by using video. You can generate leads through a human connection on a video. So I really like this Venn diagram to kind of set up what we'll talk about today in regards to using video for full funnel marketing. So as most marketers know, there's three main stages of a funnel. To start out, we'll talk about the top of the funnel, awareness, how you can use video for awareness. So there's a few different channels I have listed here. Social media, and then on the right, you have your own website. So channels like Twitter and YouTube, Facebook, LinkedIn can be very powerful for getting your brand message out there and reaching as many people as possible at the top of the funnel to hopefully convert at some point. And then on the right, you have your website. This is just a screenshot of the webinar page that you signed up on. But we try and host videos on our website and get people to our website at the top of the funnel again and again because you can control the user experience there. Whether you're a B2B brand or a B2C brand, using video on your website is a key because you can tell your story quickly, succinctly, but you can also measure and present more content to increase your engagement and hopefully eventually lead to a conversion. So getting people to your website is a big key. But these other channels are very important too. Facebook sees 8 billion video views per day, which is an absolutely astounding number. Facebook counts one view as three seconds. So you don't have very long to engage a user, but it's a great channel for that top of the funnel brand awareness just to get your message out there and tell your story very quickly. I heard a stat that the average consumer in 2017 has a attention span of eight seconds. So you don't have very long to quickly tell your message and using Facebook can be a great medium to reach people. The other one I wanted to focus on was YouTube, which is the second largest search engine in the world behind Google, also owned by Google, so it's a natural fit. But YouTube is a great resource for people looking for help. And if you can put together a thought leadership video content that engages the audience and gives you that brand awareness that you seek at the top of the funnel, YouTube is a great resource. So these are some tips from Backlinko, which is a great website for SEO information, but this is what they listed as what people search for most on YouTube, at least in regards to brands. So how to's, how to rank on YouTube, for example, or reviews, 23 video marketing platform review. And then the last would be the thought leadership tutorials teaching people how to do something and engaging your audience in that way. And so YouTube is a great resource for the top of the funnel. And then as I mentioned, ultimately you want that user on your website where you can control the user experience, where you can present them with more content. And then it's customizable as well, but probably most importantly is that you can track better on your own website. Like I said, on Facebook, they count a view as three seconds. I mean, that's nice to know, but does it really tell you how something is performing? When you're on your own website, you can use a video marketing platform to track who watched the video, when they watched it, exactly how long they watched it, you can use that information to lead score. You can gate video so that you can get leads from your video content. So ultimately, the best way to move a user down the funnel is to have them on your own website engaging with video. As we move down the funnel, the next portion is engaging contacts through video content. On the left, you have email. We have a stat, I believe it's 62, 63% improved click through rate by putting an animated thumbnail into an email, which is an astounding number. That increase can make a big difference for marketers who are sending a lot of emails and engaging their audience through email and getting conversions back to their website through email. And then on the right, you have webinars and product videos. This is a screenshot from Audi who has a beautiful video section on their website. And in this section, you can view all the product videos, you can view their dot leadership, their fun videos, whatever it might be, but they have a beautiful video hub that's designed perfectly to engage their audience and capture them and try and move them down the funnel to eventually make a big purchase, right? Buying a car is no small thing. So people need to consume a lot of content. And Audi has done a great job of doing that. And then at the very bottom of the funnel, of course, is selling. This is where you want to close whether, like I said, whether you're a B2B or B2C brand, you want conversions and using video can ultimately push people over the finish line. So on the left, you have video demos and I have an example of Dropbox, which I'll talk a little bit about later. And then video case studies. This is a screenshot from HubSpot. They have an awesome case study page about people talking about their marketing automation software and how it's helped them grow their businesses. And they really put a human connection behind it with a video case study. Everyone's read case studies before, you know, you kind of skim them, you see how they performed, you maybe look at the bullet points and the stats. But with video, you can truly see the person behind the quote and how it actually helped them. So video is a great way to use video. Video case studies are a great way to use video at the bottom of the funnel. To go back to Dropbox a little bit, it's one of my favorite stories of a launch of a product. So Dropbox didn't launch a product when they first launched. They launched a video. And as you can see, this is a screenshot from that video. They hadn't written any code. They hadn't built any product. They just put this together and asked people, is this something you'd want? And here's a quote from their founder, Drew Houston. He said, it drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away. And that's kind of the power of video. They told a story in four minutes. And it led to 75,000 people signing up for their waiting list to use this product that hadn't even been built yet. So it can really engage your audience. And in Dropbox's case, it converted their audience almost immediately. Now that won't be the case for everybody. But I think it's a great example of the power of video and storytelling and how you can kind of use it across your marketing funnel. So yeah, I hope there's a takeaway that there is opportunity to use video across your entire marketing funnel. It's not just videos on Facebook or YouTube, which those are very important channels, but getting them onto your website and controlling the user experience and eventually converting them will help you move users down the funnel by using video. So with that, I'll pass it back to Kate to talk a little bit about mapping out a video content calendar 2018. Great. Thanks, Ty. Yeah, so I'm just really excited to touch on this topic. Basically because it's a super important part of developing your video marketing strategy. So to start it off, I'd just like to start with this stat from our state of video marketing survey that we conducted. So marketers plan to increase their video production in 2018 by five times compared to 2017. So this stat just goes to show the video is an essential part of your marketing strategy or should be an essential part of your marketing strategy. And with that, it's more important than ever to have a video marketing content calendar to support your marketing strategy and your video marketing plan. So the first aspect I'd like to talk about is creating an audience persona. And so this is a great way to start to think about your audience. So who are your ideal customers? What do they do? What are their frustrations, challenges, motivations? And depending on whether you're a B2B or B2C company, you can choose to flush out some of these areas a little bit, in a little bit more detail. And ultimately, this allows you to gain a deeper understanding of who your audience is and what type of content you'd be interested in seeing. And it will also allow you to create and deliver content that is most meaningful and will resonate best. Next, support key messages with video. So this is just to get you to start thinking about video across your marketing funnel and where video can support different key messages and different marketing initiatives. Within your campaigns and to reach your audience at all touch points. So first we say create a template. So get yourself organized. And you want to align your video content calendar with your marketing calendar. So as I mentioned at all stages of the marketing funnel, and then make a list of important campaigns, events, product launches, dates, etc. And it really helps to define topic themes. So this kind of comes in if you wanted to create a video series just to help yourself get organized. And sort of with that, we recommend planning at least six months in advance. And so the reason for that is, you know, creating video content is not hard, but it definitely requires organization and planning. And so doing this six months in advance will really help you come up with a strategic approach and stay on track with your content plan and make adjustments if there's anything down the road that needs to be changed. Next, we recommend performing a content audit. So looking at what content you've done in the past that has worked best. If you haven't done any video content in the past, looking at other brands to see what they've done to see what's worked well for them. And then also keeping in mind video marketing trends for 2018. So you know, if you wanted to explore new technologies or new trends, say such as VR or 360 degree videos, so looking at that and sort of keeping that in mind for your 2018 plan. And next, timeline and resources. So this is basically just a matter of logistics. So who is writing your script? Who is appearing in your video? Where is it being shot? Who is filming and editing and sort of designating those tasks to the respective team members? And then we also recommend creating a timeline where content will be when you'll create the content and when you'll publish the content. And then lastly here, measure and adjust. So it's super important to measure how your content is performing and video marketing platforms really help you with that. So they really help you to understand detailed metrics on how your videos are performing and who's watching your videos. And then sort of this allows you to make adjustments to your video marketing content calendar down the road. And basically you want to plan more content of what was working. All right, so now I'm going to pass it back to Todd to talk about integrating video into your tech stack. Well thanks, Kate. So I think that's a perfect segue into talking about integrating video into your tech stack. Talking about measuring and analytics. Because if you don't have your video data integrated into your tech stack, you won't be able to measure, you won't be able to lead score, you won't be able to A-B test and see what's actually working. So just like with a landing page or on social media, you on your website, on SEO, whatever it might be, CTAs on your on your home page, you always measure and test. And you can do that by having that data integrated into your video tech stack. So I wanted to share the stat. 80% of all website data will come from video by 2020 according to Cisco. That is incredibly important for marketers this year as they prepare to get to that point. You'll need to be able to measure and optimize this data just like all those other marketing campaigns that I talked about, whether it's SEO or A-B testing that button on your home page. You'll want this data from video just like all your other marketing initiatives. So in order to do that, you need to integrate video into your tech stack. And there's a few ways that you can do that. And there's a few different technologies that you can integrate video into. So we kind of start off with one that's pretty important. So marketing automation, like a HubSpot or a Marketo or an Eloqua or a Pardot or whatever it might be, are incredibly valuable tools to any marketing department. They allow you to automate activities and build your lists and find contacts and move them down the marketing funnel like we talked about earlier. But by integrating video into your tech stack, you're able to see exactly who watched a video, when they watched it, how long they watched it. And you can lead score based on that. You can automate emails based on that. And ultimately, you can send it to your sales team in the CRM. As you can see here, I have a screenshot from Salesforce. So one example for how you could do this is if you integrate video through a video marketing platform into Marketo, and then you set up your campaigns and your programs and all your smart lists and everything like that. And ultimately, you can send that data to Salesforce, where your sales team can see the engagement numbers and how videos are performing and how their prospects engaged with video on your website. So integrating video into your marketing automation and CRM is kind of the first step to being very data driven behind your video campaigns. So I can't stress enough how important this data will be, especially with it eventually making up 80% of all website data. So one of the numbers from our video marketing survey is that only 21% of companies have their video data integrated into their marketing automation system or CRM. In 2018, that number needs to go up. This video data is too important. You wouldn't go without metrics on your landing page, and you shouldn't go without metrics on your video data as well. So as we go forward in 2018, this will be a huge, huge point of focus for many marketers. And we hope to see that number rise, that people are starting to integrate their video and using the power of video and visual storytelling to be data driven as well. So as we continue down the tech stack, many marketing departments have a CMS, at least hopefully to manage their website and their content. And so I have an example here from Investopedia who they have an academy on their website, and it's all video. And how they track and measure on their CMS is that they want 80% of their videos to have a 95% completion rate. And if they just had these videos on YouTube or on Facebook, there's no way that they could have this granular data and know exactly who watched their video and did they complete up to 95% or anything like that. But by hosting it on their website, they're able to see exactly the metrics that they need to be data driven. And then the other aspect that we already talked a little bit about was email, integrating an animated GIF or a thumbnail into your email provider. As you can see, there's a list of email providers right here where you can get optimized embed codes for ultimate tracking. And like we said, it improves your click through rates quite a bit just by simply adding an animated thumbnail. As we continue. And so this is kind of the stat I just talked about. The last portion of integrating video into your tech stack are two pretty important top of the funnel, and then attribution providers as well. So social media, by integrating video into like a video marketing platform, you can get all your metrics aggregated into one place from Facebook and from YouTube, which is nice for being data driven because you can see how they perform across all channels. But you can also share video from one place to these different channels, which makes the lives of marketers a little bit easier. And it's all about integrating those channels into your video platform. And then on the right, we have advertising and attribution. As you can see, AdRoll, Google remarketing, Mixpanel, Adobe Analytics, sending video data to these providers will also help organizations be a lot more data driven when it comes to video, which will be a huge thing for 2018. Because you want your video data integrated across your entire tech stack. It's like I feel like I'm beating the drum here, but you wouldn't have a landing page without analytics or a CTA button without analytics, and video should be exactly the same. And by going through these six different steps of integrating video across your tech stack, marketers can be more data driven in 2018. So with that, I'll pass it back over to Kate. She's got some very interesting use cases from 2017 that all marketers can learn from in 2018. Great. Thanks, Todd. Yeah, so to get started, I just wanted to provide a couple examples of what we've talked about today and how we've seen companies use video in really interesting ways. So the first example here is a company called Universal Robots. And they are an industry leading small robot production company, and they actually use our platform here at 23. And so I wanted to highlight them because they have some really great results from using 23 and our HubSpot integration. And so they basically started using collectors on all their videos and with that, increased their lead conversion rate by 49%. So that's pretty amazing results that they got. And then here's a quote from their digital marketing specialist. So video is an extremely powerful tool for generating qualified leads. All leads coming from our videos are engaged with our brand and therefore have a high lead score. So again, this really helps them gather leads and then sort of measure who's watching their videos and helps keep an organized database of their audience and really allows them to understand who's engaging with their videos. Next example that I'm going to talk about is from Apple. So this is a really powerful video that Apple produced and it's titled Earth and it's all about videos that are shot on iPhone. And it has also a narration from Carl Sagan's book Pale Blue Dot. And so basically this video I wanted to talk about because not only does it do a great job of visual storytelling to engage audience, but it also raises awareness about climate change and is a very timely piece of content that sends that powerful message but then also displays the product in a meaningful way as all these videos were shot just by people using their iPhone. Next video I'd like to talk about is a Carlsberg ad and it's called the Danish Way and is a series of videos launched in the UK touching on how Denmark has been rated the happiest place in the world. And so this was done to revitalize the Carlsberg brand as an icon of Danish lifestyle and they also had the help of the Danish actor Mads Mikkelsen. And this ad actually worked really well because the audience was the UK and so you know being close enough to Denmark they have good understanding of Danish culture and they're aware that Denmark has been rated one of the happiest countries in the world. So it really helped position their brand ultimately as the best beer in the world. And then the last example I want to talk about here is Microsoft's Make What's Next Change the Odds campaign. And so this was launched to encourage young girls to pursue their interest in science and in tech. And so in this video there's a few young girls who are interviewed about their interests working in science and technology and basically the message communicates that only 6% of women graduate with STEM degrees and so you know if we encourage more women to pursue this interest and pursue this as a career that will double our potential for innovation. So aside from that strong messaging they also used other forms of video technology within the video. So they used VR and augmented reality to help engage their audience and to communicate their message. So that actually wraps up our webinar. We hope you found this helpful. I just wanted to highlight a few key takeaways. So the first include video in full funnel marketing strategies and campaigns. Map out your existing tech stack and find innovative ways to improve your data and create a content calendar to align your videos sorry to align your video marketing strategy with your marketing campaigns. So I think it's very important too. I love that last section from Kate about the storytelling of all these brands. While it's very important to be full funnel focused on video to map out your existing tech stack and to integrate video data across it. It kind of all starts with storytelling which a lot of those brands did an amazing job of whether it was Apple or Microsoft or Universal Robots even. They did an amazing job of telling their story and telling it in a way that resonates. So ultimately it's got to start there with video but measuring and using the full funnel will absolutely optimize and make sure that you are measuring video in the proper way to see if it actually is working to see if that message is resonating which will allow you to test and optimize and build a better strategy in 2018. Great and so just wanted to remind you guys if you have any questions that came up throughout the webinar please feel free to tweet us. Tweet either Todd, myself or you can tweet us at 23 and we'll happily answer your questions. I also just want to go over a couple more resources that we like to provide for you as you plan for the new year. We have a great blog post about the 2018 guides integrating video into your digital marketing technology stack. We also have a checklist about creating your video marketing plan for 2018. We also produced a video about video marketing trends for 2018 so if you're wanting to try some of these new trends and technologies it's a great video to watch to sort of get some more insight on what will be trending for the new year and then also if you're interested in a consultation with our team about our video marketing platform there's a link there to request a demo and we'll actually send you all these resources in the email as well as with the recording of this webinar. So I'd like to thank you again for joining us and we hope you have a great day. Thanks everyone.