webinars: the gateway drug to a video marketing strategy
DESCRIPTION
If you are one of the 62% of B2B marketers who employ webinars to nurture leads and engage customers, you already have the content to launch an online video strategy. You don’t need to be an expert producer to create effective videos. With some preparation and a little editing magic, your recorded webinar content can extend beyond the live event and act as a foray into online video. Join experts from ReadyTalk and Vidyard as we explore the intersection between webinars and online video strategy. We’ll provide actionable tips, including: - How to design your webinar for recorded clips that are easily divided - Editing techniques for content that lends itself well for video format - How to align content with CTAs for each stage of the buying cycle - Methods to track engagement data for recorded content - Strategies to turn views into leadsTRANSCRIPT
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WViThe gateway drug to
marketing
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Nina Blagojevic
Nina
Product Marketing Manager
@ninzb
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Hess
Brandon
Inbound Marketing Manager
@brandonhess
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Outline
• Why Video Marketing?
• Why Recorded Webinars?
• Recorded Webinar Best Practices
• Recorded Webinars: What does success look like?
• Video Marketing Best Practices
• 8 Tips to Deliver Great Video Content
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52%Consumers say watching product videos make them more confident in their online purchase decision * Internet Retailer: http://www.internetretailer.com/2012/04/05/online-videos-help-build-confidence-purchases
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RecycleReuseWhy Recorded Webinars?
Webinar
Video
Snippet
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Low cost Video• Simulive webinars.• Archived webinar content.• Reuse of top performing webinars.• Video content syndication.• Teasers for related content.
• Educational/Training content.RecycleReuseWhy Recorded Webinars?
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• Targeted webinar topic.
• Tips & best practices.
• Tutorials & how-to’s.
• Well organized slides.
• 140 character Twitter takeaways & tips.
• Webinar recordings.
• Transcriptions.• Panels,
discussions.
Low EffortReusable Content
RecycleReuseWhy Recorded Webinars?
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433average webinar registration.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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42%average webinar attendance rate.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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25%of live event registrants viewed the recorded webinar.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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51.8%of webinars have more than 200live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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30.9%of webinars have more than 300live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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15.2%of webinars have more than 500live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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04.4%of webinars have more than 1000live-attendees.*2013 Webinar Benchmarks http://www.marketingprofs.com/charts/2013/11387/webinar-benchmarks-trends-and-best-practices
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Recorded Webinar Planning
Ahead
Plan
Start with Sections.Plan your webinar with snippets in mind.
Acts > Chapters > ParagraphsEase of post-editingSegmentsAudio matching
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Recorded Webinar Planning
Practices
Best
• Outlines & scripts are priceless.• Create themed chapters for snippets.• Try and keep presentation bound in borders.• Present with recording in mind.• Perfect 1st takes are rare.• Post-production is the magic eraser.
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• Create a storyboard/script.• Good editing in priceless. • 2 minute maximum webinar “episodes”.• Good audio capture is key.• Evergreen or time sensitive?• Remove timestamps.• Avoid “had to be there” moments.• Copyrights always apply.
Recorded Webinar Planning
Practices
Best
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• Themed snippets.• Live action versus slides.• Speaker interviews.• Behind the scenes.• Post Production tricks.
Engaging Recorded Webinars
Practices
Best
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20%of online video views click away from a video in the first 10 seconds or less.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
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33%of online video views click away from a video in the first 30 seconds.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
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60%of online video views click away from a video in the first 120 seconds.*Visible Measures Understanding Viewer Abandonment Trends in Short-Form Online Video Content
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Video Distribution?
• http://www.vidyard.com/blog/distribution-checklist-share-videos-maximum-reach/
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Looking for a great example?
http://www.vidyard.com/blog/how-taulia-became-a-video-marketing-powerhouse/
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www.vidyard.com/tour
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www.readytalk.com/try
ReadyTalk Web Conferencing30-Day Free Trial
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Q&A
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Optional Poll QuestionInsert a poll question here. We can do multiple if we wish.
Do you currently have a Video Marketing Strategy?
1. Yes
2. No
What’s your biggest concern over starting a video marketing strategy?
3. Budget
4. Knowledge
5. Time
6. Etc