Earlier this week ReadyTalk Inbound Marketing Manager Brandon Hess and I ran a Breaking Bad themed webinar to show how webinars can be the gateway drug to a video marketing strategy.
(I know, we’re sooo clever but really, who doesn’t love that show!?)
Interestingly enough, when I polled attendees and asked how many had a video marketing strategy, a whopping 70% said that they did not.
If you’re like most of the attendees at our webinar, here’s the good news – you’re probably closer to having a video marketing strategy then you think. If you’re producing webinars in your current marketing mix, you have the content needed to launch an online video strategy. With a little preparation and editing, you can make your recorded content value extend well beyond the live event.
Here are the 5 biggest takeaways from this week’s chat:
1. Video is on the rise because it works
Everybody and their dog has told us that video is the next big thing in content marketing. And this is true, but the reason why video has been such a big hit is because it’s effective. We are naturally drawn to content in video format and our customers and prospects have come to expect it as a delivery format. Don’t believe me? Here’s an infographic to convince you.
2. Webinars are a quick, low cost way to get started with video marketing
Chances are you’re recording your webinar, so why not cut out some of the best nuggets and incorporate them into your other content marketing pieces, like an e-brochure or landing page? All of a sudden, you’re reusing content and expanding the reach of your webinars beyond just attendees. Which brings me to my next point…
3. Package your content up in parts
As important as your content may be, let’s face it, nobody is going to sit through a 60 min webinar recording. Make it easier for your audience to digest your content by breaking it down into 5-10 min (max!) snippets.
When you’re planning out your content, think about how to organize it so that it’s easy and logical to cut into segments once it’s recorded. Creating well-organized slides will make this part much easier.
4. Stop thinking about video as being different from your other marketing collateral
Don’t get me wrong, when it comes to engagement, nothing beats video, but I can’t tell you how many times I’ve heard the question, “How can we use video for lead gen?” Well, just like you’d use an email gate, form, or call-to-action in a piece of written content, you can do the same thing with video. For example, collect contact information by gating your video and then, use the viewing history data from your video marketing platform to score leads in your MAP and CRM. Check out our video on lead gen to learn more about how to do this.
5. Set goals, measure, and track your results
Instead of creating a video because it’s the thing to do, think about why you need a video and what you want your audience to do once they’re done watching. Are you trying to increase trial downloads? Demo requests? Event registration? Whatever the case may be, set a goal and then track performance. Make sure the content you’re creating has a purpose.
Looking for some inspiration?
Taulia is a Vidyard customer doing some awesome things with video. They host their webinar content on their website as part of their video strategy, and even capture leads this way. Moreover, they’ve influenced over $125M in marketing pipeline based on their video content. Pretty impressive if I do say so myself!
These guys have some great techniques to get their video marketing to stand out. Check out what they’re up to in the case study all about their awesome marketing tactics: