After successfully hosting marketers at our Kitchener headquarters in June, our team was really pumped to take our Space Camp event on the road to Toronto.
With thought leaders from both Salesforce.com and DocuSign set to speak, I wasn’t the only one in the room geekin’ out at the prospect of learning about marketing strategy direct from Victor Haseman and Meagen Eisenberg – and they didn’t disappoint!
From Arc Media’s entertaining videos, to talks on Smarketing, and a sneak peek at what’s to come from Vidyard, it was an action-packed day and everyone took away valuable info along with their sweet Vidyard swag.
Our speakers shared more than a few nuggets of great advice, so without further ado, here’s a few takeaways from my day as a video marketing space cadet:
Leading companies are turning into media companies
Content marketing and video in particular has become widely recognized as a great means for companies to tell better brand stories and connect with their audience as trusted experts.
Salesforce.com alone has a library of over 5,000 video assets across 20 channels on YouTube and they’re constantly improving their strategy by looking to produce authentic, entertaining content that inspires. You can look to B2B companies like Salesforce.com, or B2C like Red Bull, to see how leading-edge video marketers are creating an increasingly immersive customer experience.
When you consider how brands like Red Bull produce content, you can learn a lot from their process. If you’re going to keep up, you’ve got to play the game by:
- Developing entertaining and inspiring content
- Fashioning content assets that are believable for the brand
- Creating a predictable programming schedule
- Leveraging the YouTube platform fully
- Crowd sourcing from your online community
- Establishing a dedicated video experience
Video CTAs increase click through rates
You already know that you should never let your videos fade to black; videos should always include a strong call to action and, as it turns out, there’s no better way to do this than with YouTube annotations or the Vidyard CTA Builder.
As Salesforce.com discovered, CTAs outperform traditional banner ads. A traditional banner ad gets a CTR of .01%., but with annotations on Salesforce.com’s YouTube channel, they achieved an average CTR of over 1%.
Videos are sales reps that never sleep
As Victor Haseman pointed out, once you distribute video marketing content it’s available online at any time for your audience to consume, and that’s what they want. Customers expect self-serve content they can interact with at any time.
If you can build a video library of how-to content, not only will you help your SEO (ranking for frequently asked questions), but you’ll also be top of mind with customers and you’ll free up your support staff with video as your first line of case deflection.
Use targeted video emails to your advantage
As DocuSign discovered through a LinkedIn Partner-Sponsored InMails campaign, you can specifically target the professionals you want to nurture with emails, and unsurprisingly your audience will immediately respond to any video content you include.
In the first of three rounds of InMails DocuSign released, the most clicked on graphic was the video play button.
As Meagen reiterated, “even in your email, what people are gravitating towards is video”.
Record webinars (and make them bite sized)
You can extend the value of your webinars and live events by recording them. Again, it’s all about content reuse and on-demand assets about helpful topics. They’re branded, can be shared socially, and with analytics they’re trackable.
As recommended by our experts, you’ll want to break up a webinar recording into smaller portions. With descriptive bite-sized chapters, your audience is able to find what they want in less time and this content drives customers back to the long-form content on your site.
— Karl Ortmanns (@KarlOrtmanns67) September 25, 2013
Collect lead information from video content
Companies are using email gates and forms on video marketing assets for lead generation, but which types of content do you limit access to?
As Victor shared, he gates thought leadership content, product content, but not case studies. This is because case studies tend to be reference pieces that help people situate themselves in terms of how they picture using your products. If you’re in media, you want to hear from media customers, and so forth. As a brand, you want to make sure you know who’s interacting with your content specifically, but you also want to be able to cater the content experience so that various industries will have easy access to case studies or testimonials as they apply to their individual needs.
— April Dunford (@aprildunford) September 25, 2013
What did you take away?
Use the hashtag #videospacecamp to tell me what you took away from the event! Or share some latergrams with us using the same hashtag! We’re on Instagram as teamvidyard.