Webinar: The 7 Keys to a Complete Video Marketing Strategy

Hey everyone, welcome to the webinar about the seven keys to a complete video marketing strategy in 2019. My name is Todd Patton, I'm the head of communications and story at TwentyThree. I'm really excited about this webinar, it's something we've been sharing with a lot of people and it's got a lot of cool data and things like that. It'll be a quick webinar actually, around 15 minutes, so it'll be a short one and we'll break down some of the most important things that marketers can do in 2019. I always like to start with this quote, it's from Rand Fishkin, who used to be the CEO of Moz, the founder. He has a new venture called SparkToro now. But when he was at Moz, he had a video series called Whiteboard Fridays. And Whiteboard Fridays was an SEO themed video, it was anywhere 45 an hour long, where Rand would break down the most complex topics of SEO. And he released it every week. And he posted it, and I actually had a chance to talk to him a little bit at Inbound in Boston, HubSpot's event. And he told me that the reason he kept on going is because he saw the trajectory of Whiteboard Fridays. He saw the engagement that people were actually watching it. Not just vanity metrics like seeing the views, but seeing that people were watching the content he was producing. And by the time he left Moz, he wrote a blog post, and this was one of the quotes in it. And he said, Branding and stickiness value of video means that every viewer, is worth in the marketing sense, 10 times more than a reader of text content, and maybe more. So I think that just really sets the scene for how important video is in 2018 and going into 2019. Although right now, video is kind of lagging behind other marketing strategies, marketing tactics, whatever you want to call it. So we all know that if you look at this Venn diagram, we all know that the qualitative side of video is important, right? That it's good for communication, storytelling, engagement. It's human. You can really connect with your audience. But what's lacking behind on the smaller circle in the diagram is the quantitative side. So there's the marketing funnel, conversions, how we're data driven with video. All of these things kind of lag behind, and that's kind of what we'll talk about today. The ultimate goal, though, is to get these two circles to be the same size, right? So we put just as much stock into the human side of video as we do in the data side, right? And measuring that our videos are actually working. So people are actually engaging with the content and converting with the content that we're producing from a video perspective. So I want to break down the seven keys that I mentioned, and I'll go through them one by one, and then we'll kind of recap them at the end. So the first one is that marketers are typically only using video at the top of the buyer's journey or at the top of the marketing funnel, whichever one you want to call it. So that would mean the attract stage. But then we kind of forget about it, right? And we hope that a bunch of people see it. When there's so much more we can do with video to convert them, to close them, to move them down the funnel, to turn them into leads, to turn them into customers. A few examples of this could be like product videos, right? If you're an e-commerce company, you could host a product video on a checkout page to entice that customer even more to convert. If you're a B2B company, right? You could use webinars. You could do a lot of things with this to engage your audience with long-form content and educate them about the mission that you're trying to communicate to them. So there's so many different options on the buyer's journey and the marketing funnel that you can engage your audience with video. Number two is, are marketers properly measuring video through the funnel? According to this data, I would say overwhelmingly no. As you can see, the three most important ones are in the middle highlighted. And it would be engagement conversions and leads generation. And those numbers are fairly low, right? There's only 38% of marketers that measure engagement. And only 55% even measure the amount of plays when at the very least that should be 100%. So there's so many metrics out there that when it comes to video that are kind of lagging behind. And engagement tells a great story of, are people actually watching this video that I'm producing? And then setting up attribution for conversions and leads and seeing if this content actually turns into something meaningful and actionable from a data perspective. Number three is that you're most likely producing the wrong videos. But with a caveat. You're most likely producing the wrong videos. If you're not measuring your videos, right? But according to the data from our platform, we measured over a billion plays. And we saw that 51% of the videos produced are under two minutes. But it only accounts for 11% of the overall engagement. Whereas you look on the flip side, videos over five minutes was only 20%. But they accounted for a heck of a lot more, around 68% of total engagement. So I always say this one with a caveat that if you're not measuring, you don't know what type of content works for your brand. So there's so many different options we can go. Do we need a 30-second video on Facebook? That would probably work better than a 45-minute webinar. But maybe a clip from a webinar that pushes to a longer piece of content would work better. And that was 2017 data. And I like to show that it's growing even more in 2018, right? So 54% of the videos are now under two minutes, which went up from 2017. Yet they account for even less engagement. And it's the same with longer videos. They have just as much share of the engagement minutes. So it's super important to focus on measuring your videos and seeing which content and length of content works best for your audience. Number four is that marketers are stuck on a platform or two. Typically, as we mentioned already, video is kind of viewed as top of the funnel, right? YouTube and Facebook. And these channels are super important. That's super important to note that we need to be on YouTube. We need to be on Facebook. But that's not all video marketing is. There's so many different channels that we can use video on and run on Twitter and LinkedIn and Instagram and Snapchat. But most importantly, on your website. You want to run video on your website because that's where you can get the most data from your users. And that's where you can control the user experience. You're not susceptible to third parties distracting, whether it's Facebook or YouTube, that user. You can control the user experience and show exactly what's coming up next. Number five, this kind of relates to the last one in the sense that you need to be running on your website. By not using trackable video, your users are leaving you, right? So this is an example from Nike, right? One of the biggest. One of the biggest brands in the world. One of the most well-known logos anywhere. And if you want to watch a video from Nike, you have to go to YouTube, right? So they've probably just paid a good amount of money to get you to your website with retargeting or paid advertising or whatever it might be. And you land on their website and you want to buy a pair of shoes and you want to see a video about it, you have to leave to YouTube. So I think it's super important that we think about how we can build video hubs and video landing pages and embed videos all across our website. Where we can actually control the data and we can see who's watching, when they're watching, and where they converted and everything like that. We'll talk about that a little bit later. It has to do with integrating your video data into your existing tech tools that you already use. Number six, it kind of relates that people are sending people off their website, but it's the same in the sense that email. Say you send an email to 100,000 people, but you link them directly to YouTube. You've just lost all those people to a third party where you can't control any of that data and you're forced to send them to a website where you can't control their user experience. And you can't see exactly what their behavior was to nurture them along the funnel even more. And then lastly, I kind of touched on this earlier, but your lead scoring and attribution data can be off by as much as 50%. We estimate that anywhere from 40 to 60% is the range of video engagement on a website. Of total website engagement. So with that being said, you're missing a lot of data if you're not tracking your video properly. If you don't have your video integrated directly into your HubSpot or your Marketo or your Salesforce or even your Google Analytics, you're missing out on a big chunk of lead scoring and attribution data. And all that data can be used to nurture people even more by putting them on new lists where they can be in an email nurture flow. Or your sales team not knowing exactly what they're doing. Or your sales team not knowing exactly what that user did on your website. So this is a screenshot from HubSpot. You can integrate your video with a lot of different tools. But this one is from HubSpot. And as you can see, there's heat maps directly inside of a HubSpot contact card, which allows you to see what a user was doing, when they were doing it, did they rewind. And you can lead score and put them on different workflows and lists based on this behavior. So really the goal of all of this is to bring video into the tech stack, right? And I want video to be a major part of what you're doing. The example I always use is that like with email marketing, you wouldn't just measure the click-through rate. That's kind of a vanity metric. So why with video do we only measure views or plays or impressions when there's so much more that we can be looking at? Like the engagement of a video, another way to say that would be play time, right? How long someone watched of an actual video. So the real key of what I'm trying to communicate and what you can do to do that, what you can do to improve your video marketing and your data in 2019 is bring video into the tech stack. To use it as part of your complete marketing strategy and not keep it as an afterthought by just throwing it on YouTube or Facebook and hoping that it gets as many views as possible. So that's all I've got today. It's like I said, it was going to be a short webinar, but this is also correlated to a blog post, which you can read below. So yeah, thank you so much. If you want to talk more about video marketing or anything like that, let me know. You can email me at Todd at 23.net or there's my LinkedIn right there. It's just slash Todd Patton. So thank you, everyone. Have a good day.