VIDEO MARKETING SOPHISTICATION

October 1888

Louis Le Prince“Father of Cinematography”

8:27pm, Saturday, April 23, 2005

HUMBLE BEGINNINGS, BUT WE’VE BEEN

ENCAPSULATED BY VIDEO SINCE IT BEGAN IN 1888

SIMULATES REAL LIFE

HELPS US REMEMBER

KEEPS US ENGAGED

Dr. Richard Wiseman

“Absolutely massive increase in memory.”

IT’S BEEN DIFFICULT TO PRODUCE AND DISTRIBUTE, BUT…

TECHNOLOGY IS A LIMITATION

NO MORE

80%Cisco Forecast White Paper 2014-2019

By 2019

of global internet consumption will be

video content.

SO WE ALL

WANT MORE VIDEO BECAUSE OUR AUDIENCES WANT IT

HOW DO WE PRODUCE

MORE OF IT, BETTER AND FASTER?

TOP 3 OBSTACLES:

LACK OF IN-HOUSE

RESOURCES

LACK OF BUDGET

INABILITY TO CREATE

COMPELLING CONTENT

2014 Demand Metric Study: B2B Video Marketing Benchmark

of marketers are using no or only basic measures of video content effectiveness, giving them no way to actually determine ROI.

72%2015 Demand Metric survey

YOU WILL SOON BE LEFT BEHIND.

A STRATEGY FRAMEWORK

UTILIZING

CTAs

THE EPIC AWARENESS

VIDEO

VIDEO. IT’S NOT JUST FOR

AWARENESS ANYMORE.

Having a video on a landing page increases conversion by

86%Optimind Technology: Digital Marketing Statistics

Adding video to an email increases response rates by

55%Get Response: How to use video in email

VIDEO CTAs

VIDEO CTAs

VIDEO GATING

DECIDE WHAT YOU WANT FROM THEM

AND ASK FOR IT.

UTILIZING

CTAsANALYTICS & MARKETING

AUTOMATION

IT’S TIME TO MOVE BEYOND

“VIDEO VIEWS.”

VIDEO METRICS

WATCH TIME

SUBSCRIBERS

ENGAGEMENT

VIDEO METRICS

INTEGRATION OF VIDEO PLATFORMS AND

MARKETING AUTOMATION

VIDEO MARKETING PLATFORMS MARKETING AUTOMATION PLATFORMS

HAVE TOTAL CONTROL OVER THE EXPERIENCE

A VIDEO PLATFORM ENABLES YOU TO:

DESIGN YOUR CTAs AROUND YOUR BUSINESS

PLAY VIDEOS SEAMLESSLY ON ALL DEVICES

WHO IS WATCHING YOUR VIDEOS

A VIDEO PLATFORM + MARKETING AUTOMATION ENABLES YOU TO KNOW:

WHAT ELSE THEY’VE DONE

WHAT THEY’RE INTERESTED IN

HOW VALUABLE THEY ARE

LEAD SCORING

“If you’re going to build something, don’t build on land someone else already owns. You want your own land, your own domain, your own sovereignty.”

- John Battelle

UTILIZING

CTAs

VIDEO

SERIES

MENTALITY

ANALYTICS & MARKETING

AUTOMATION

lift in Net Promoter Score.

28%

Average cost per produced minute

$3,700

Trade schools requested video content as

course material

First ever product shipped without a

printed manual

YOU DON’T NEED ONE VIDEO.

YOU NEED A PLATFORM FOR VIDEO CONTENT.

UTILIZING

CTAsANALYTICS & MARKETING

AUTOMATION

VIDEO

SERIES

MENTALITY

STORIES YOUR AUDIENCE

CARE ABOUT

“If you want to build a ship, don’t drum up people to collect wood and don’t assign them tasks and work. Teach them to long for the endless immensity of the sea.”

- The Little Prince

FIND YOUR STORYTELLERS

An inconvenient truth about your audience:

They don’t care about you. They care about themselves.

Their questions, problems, frustrations, goals, beliefs and interests

PROMOTER

ADVOCATE

TEACHER

STORYTELLER

RAT

IONAL

EMOTI

VE

PURCHASEAWARENESS

Content Personas

TENSION

WHY WE EXISTThis is our mission.

Our brand’s purpose.

HOW WE’RE DIFFERENTThis is how we’re uniquely positioned

to accomplish our mission.

WHAT WE DOThis is specifically what it will take to achieve our mission, which includes our products

and services (categories). This is what our brand purpose looks like in action.

MESSAGING HIERARCHY - A TOOL FOR STORYTELLING

UTILIZING

CTAsANALYTICS & MARKETING

AUTOMATION

VIDEO

SERIES

MENTALITY

STORIES YOUR AUDIENCE

CARE ABOUT

VIDEO MARKETING: YOUR NEXT STRATEGIC INITIATIVE