Wednesday 31 January 2018

Video Vednesday – your weekly video selling tip!

Video is your key to getting heard by buyers with the superpower of selective hearing. You’re no longer just one vendor among tens of thousands shouting in a stadium: you’re just one, sitting face-to-face with the customer who knows you have something they need.

If you’re thinking about using video in your sales process, but aren’t sure where to start–we’re here to help you out.

We are pleased to announce our new sales-focused video series–Video Vednesday–your weekly video selling tip!

Each week we will deliver a video to your inbox that will give you usable tips, tricks, and industry standards to help you become a video selling master.

Subscribe to Video Vednesday

Video Vednesday will teach you things like:

  • Steps to take to embrace video prospecting
  • How to build confidence in front of the camera
  • How to add authenticity to your outreach
  • Best practices for using video throughout your entire sales process

If you’re a sales rep looking to learn real ways to embrace video prospecting, and how to implement video throughout your whole sales process then Video Vednesday is the series for you!

What are you most eager to learn about video for sales? Have your own key tips, tricks, or hacks you want to share? Sound off in the comments.

The post Video Vednesday – your weekly video selling tip! appeared first on Vidyard.



source http://www.vidyard.com/blog/video-vednesday/

Friday 26 January 2018

[Infographic] 6 Video Marketing Trends You Need To Know

Tracking the right video metrics is beyond critical. Why? Because, in the words of the world-renowned management consultant Peter Drucker, “If you can’t measure it, you can’t improve it.”

Your video marketing can’t get better until you know where you stand.

Vidyard + Demand Metric have put together the top 6 Video Marketing Trends that explore where you stand in the ever-evolving world of video.

The State of Video Marketing report exists—it’s chock full of concrete statistics and benchmarks. For the fourth year in a row, we’ve partnered with Demand Metric to take a deep dive into how marketers are using video, seeing success, and what the future likely holds.

It’ll answer questions like:

  • What factors lead to a higher video ROI?
  • How many videos do other marketers produce? Is more better?
  • How are others hosting and sharing videos?
  • Do most marketers use internal or external resources?
  • How are marketers using video data to enrich their CRM?

So what do you think of our video marketing trends? Are there any we missed? Drop your questions, comments, and queries in the comment section below.

The post [Infographic] 6 Video Marketing Trends You Need To Know appeared first on Vidyard.



source http://www.vidyard.com/blog/6-video-marketing-trends-need-know/

Thursday 25 January 2018

Attention Hacks: Proven Ways to Use Video to Accelerate Pipeline

What’s a salesperson’s best friend? An accelerated pipeline, of course. But that has become a challenge lately as it’s harder to capture the attention of prospects.

While the amount of content competition is growing exponentially, human attention spans are fixed, making “attention” a scarcer and ever more valuable resource.

So you need to cut through the noise and command attention.

To help you get there, you can check out our video below: “Attention Hacks: Proven Ways to Use Video to Accelerate Pipeline.” The session features the talented Todd Hartley from WireBuzz and he shares some proven ways to grab and keep attention with video.

If you want to be successful in business—you need to learn how to pattern interrupt.

Believe it or not, people are looking to find you and what you have to offer, but they don’t even know you exist. They are overwhelmed by all the other options—and it’s making it harder for sales to capture their attention.

In their 2017 State of Inbound report, Hubspot asked: “What is the more difficult thing to do in sales compared to 2 or 3 years ago?”

The #1 answer was “Getting a Response.”

In fact, there are some other indicators that traditional methods of prospecting/selling aren’t working as well as they did 2-3 years ago. Sales have said they are struggling to engage decisions makers, connect via phone, connect via email, and keeping someone on the phone.  

What do they all have in common? They are all attention based hurdles…

 

It’s not just about grabbing their attention it’s also now a delicate balance of capturing attention and getting your key message across quickly.

And the person who knows the most about hacking attention and getting their message across quickly is Taylor Swift. Really!

A study was recently done that examined the most popular music from the 80’s until today. The research showed a big difference in our attention span when it comes to viewing video and how today’s successful artists are tuned into that.

In the 80’s Madonna was arguably one of most prominent artists, with several big hits. When examining her music videos, the report found that it took her 26 seconds to start singing.

Fast forward to 2017 and take a look at any of Taylor Swift’s mega-hit music videos and she gets to the music/lyrics in 3 seconds. That is a HUGE difference in the attention spans of viewers, Taylor Swift knows that there is so much more music being thrown at her audience these days so she can’t afford to waste time, she needs to get into the song as fast as possible.

So what does this all mean? Well if you’re going after big fish, make sure to drop the right bait. Attract, tease, hook, and grab their attention, and get your message across quickly with video!

Have you cracked the code on grabbing attention? Have other topics you want to see us cover when it comes to selling with video? Leave it in the comments below!

The post Attention Hacks: Proven Ways to Use Video to Accelerate Pipeline appeared first on Vidyard.



source http://www.vidyard.com/blog/use-video-accelerate-pipeline/

Wednesday 24 January 2018

Do You Want to Be a (Great) Writer? Then Start Reading Like One

There are no shortcuts you can take to become a better writer.

Sure, you can learn different hacks, tips, and tricks to improve your prose. But the process of developing your ability as a writer is a marathon—not a sprint.

Do You Want to Be a (Great) Writer? Then Start Reading Like One

Now, I don’t claim to be a master of the English language, and I don’t possess a degree in literature. If anything, I have a difficult time parsing sentences, and I don’t know a lot of technical jargon, like, “What is a predicate?”

Shoot.

I have a tremendous fear of writing. I have to punch fear in the face every time I sit down to write anything, and I mean anything—including a tweet. But over the years, I’ve been able to slowly improve my writing by accidentally embracing Stephen King’s advice, “If you want to be a writer, you must do two things above all others: read a lot and write a lot.”

So, here’s the deal: If you want to become a better writer, you need to become a voracious reader. You see, attempting to write without avidly reading is like trying to pull water from a dried-up well. There’s nothing there.

If you want to write anything—whether it’s a Facebook update, blog post, or book—you need to have a storehouse of words to pull from. You need to have in your possession a robust vocabulary, stories to help you illustrate your point, and the only way you can build such a repertoire is by reading.

Filling yourself up with words is the best way for you to fuel your writing. From books, magazines, long-form journalism, blog posts, and everything in between, reading will help you develop your skills as a writer.

Before you go off and pick up a random book from your shelf or Kindle, there’s a method you need to go about your reading. Reading, in general, is helpful, but if you want to become the best possible writer you can, you want to have a plan in place. Here are five steps to help you get started.

1. Start reading now

There’s no better time to start reading than the present.

Don’t believe the lies that you’ll never be able to hone your skills as a writer or read more books. The best time to start is now.

What you read will become a part of your storehouse of knowledge, ready for you to pull from at any given moment. But, before you subscribe to 100 blogs or purchase a ton of new (or used) books, take a breath. Reading is a long-term plan, and you will want to set yourself up for success.

If you’re not reading as much as you like, then make an honest assessment of your life to look for ways you can make the time to read. Whether it’s listening to an audiobook during your commute, turning the T.V. off at night, or reading several blogs on your lunch break, identify ways you can naturally incorporate reading into your life.

2. Prepare to keep notes

You need to treat whatever you’re reading like you’re meeting with the author face-to-face. Think about it this way: If you were meeting with someone you wanted to learn from, would you be ready to take notes? I bet you would.

If you want to absorb the lessons you are learning into your bloodstream, then you need to treat whatever you’re reading like you’re having a conversation with the author.

Highlight what you read.

Write notes in the margins of your book.

Tag articles you read to review later with Pocket.

Keep track of your notes, thoughts, or the ideas you have—even if you think they’re random.

I keep track of the books I read with a reading log, and I use Evernote to save my notes and store my writing. Categorize your notes the best you can in themes, which will help you to observe patterns in your reading and thought process. It will also help you quickly pull from different ideas when you need them to help round out what you’re writing.

There are many more ways you can train yourself to become an active reader. But the ideas above will help you to get started.

3. Read beyond your comfort zone

Read (basically) anything.

Reading material from different industries or genres you usually read will help you become a better writer.

Why?

For many reasons: It will help you to build a more extensive vocabulary, discover new “associations” and “metaphors,” and see how others express their ideas.

Drink from the wells of classic literature, devour the most popular websites in your industry and read odd books to improve your writing.

4. Dive deep into your discipline

To write well on any given topic, you have to know what you’re talking about.

I’m not saying you need to get an advanced degree in your field. But I am saying that you will need to invest time in studying your discipline. There’s no shortcut to learning the material you want to write about.

Crush the current best-sellers.

Read as many blogs as you can.

Cherish the classics.

Diving deep into your area of interest will help you to grasp your subject matter better, avoid repeating what others have said, and place you in a position to offer something fresh.

5. Read old books

In 2013, there were 1.5 million books (new titles and non-traditional) published.

Many of these books published will be forgotten. Here today; gone tomorrow. But this isn’t the case with classic books.

Classic books have stood the test of time. They have entertained countless readers, and they have withstood the scrutiny of critics throughout the years. So, when you read a classic book, you can rest assured that it’s quality writing.

Collins Classics (from HarperCollins) is a great place to find old books to read, and this list of Must Read Classics from Goodreads will keep you busy for several years.

If you’re still on the fence about reading more classic books, then perhaps these nine reasons will push you over.

Reading like a writer

It takes time to become a great writer, and I understand that suggesting reading more may feel like a heavy burden. But for writers, reading doesn’t have to be a burden you carry. In fact, it’s quite the opposite.

As I mentioned above, reading is fuel for your writing.

As you read, you will not only sharpen your skills as a writer but what you will read will inspire you to write. In the words of best-selling author Jeff Goins, “Nothing inspires a writer like reading someone else’s words.”

Gimpy Blog Posts

The post Do You Want to Be a (Great) Writer? Then Start Reading Like One appeared first on The Copybot.



source http://thecopybot.com/read-write/

Tuesday 23 January 2018

How Are Things Changing in Sales Development?

Welcome to Modern Sales Point of View, a new series that connects you with industry-leading experts to hear their views on what’s working in sales, and what’s changing. In this edition, we are featuring the exuberant Trish Bertuzzi, CEO of The Bridge Group. Trish discusses her views on Account-Based Revenue, what no longer works in sales development, and some essential sales tools your teams should be using.

How Are Things Changing in Sales Development?

When asked about the changes happening in Sales development Trish was quick to point out that there is a C level change going on in sales development, and here’s why.

“Our buyers have built this massive wall between them and us,” exclaims Trish “the reason they did that is that we have bored the ever loving crap out of them with banal messaging. We’ve added zero value to our message, so you know what? Up goes the wall.”

What no Longer Works in Sales Development?

What no longer works in sales development is sending generic emails. Trish explained that sending content that has nothing to do with your buyer’s life is the problem.

“Sending emails that say “Hey I want to grab 30 minutes in your calendar to chat” don’t work anymore,” said Trish “you have to get creative because traditional emails/content has fallen by the wayside.”

What Are the Key Tools Sales Teams Should be Using?

One is video; you should be using video throughout the entire sales process. Trish believes that video is no longer just top of funnel content. It’s powerful, and if you think of how you can use video to escalate your sales process, you’ll see it can be used in many other areas of your funnel.

Number two is conversational intelligence. If you’re not recording calls then what can you possibly be thinking? There is so much to learn from every interaction and conversation with prospects that you should be reviewing all of those conversations to optimize your approach.

Let’s Play Sales Buzzwords!

As an added bonus—we played a little word association with Trish around sales buzzwords. Check it out below and see if you can relate.

We’d love to hear what’s working (or not working) for you in your sales development efforts. Sound off in the comments below.

The post How Are Things Changing in Sales Development? appeared first on Vidyard.



source http://www.vidyard.com/modern-sales-pov/modern-sales-pov-sales-development/

Thursday 18 January 2018

Hot Off the Press! B2B Video Trends, Benchmarks and Success Factors

Video remains as important as ever—which is reflected by the increased usage, with 69% of all web traffic this year predicted to be video, which is a clear indicator of the power of this form of content.

Demand Metrics latest annual report explores how Marketers are using videos. It examines the new approaches, tools, video trends, and applications they are using for their video marketing needs and what kind of results they are getting.

What they see from the data is a content type that is still fresh and engaging.

Marketers who are looking to leverage video most efficiently, and produce the highest possible return, should implement these four recommendations:

1. Track Advanced Metrics

Advanced metrics are the only ones that can accurately tell marketers the revenue impact their content is having, and video is no exception to this. Those who are using advanced video metrics are reporting better video ROI

Marketers were 55% better at reporting video ROI with advanced metrics than those using basic/intermediate metrics” – Demand Metric Report: The State of Video Marketing in 2017

 

 2. Integrate Video Viewing Data

The combination of robust video data with a strong marketing automation platform brings customer intelligence to a whole new level of opportunity and goodness. Translation: It’s a win-win for you and your customers.

And since campaign performance can often be viewed in real time, you can monitor the entire pipeline and have full visibility of what’s working, what isn’t, and see the key drivers of revenue and conversion.

3. Pump Up the Volume of Video Production

“In 2016 the average number of videos produced annually was 29 in 2017 the average number of videos produced annually was 38+.” – Demand Metric Report: The State of Video Marketing in 2017 

 

Most of us have more video available then we think. By being resourceful and repurposing videos we’ve already created, you’ll be able to fill your video library quickly. Key videos that don’t take much time to produce, and can easily be repurposed are;

  • Host More On-Demand Webinars
    • Repurposing webinar content is an easy way to increase engagement and drive demand. You can add on-demand webinars to your website, repurpose them as blog posts, add them to nurture campaigns, sales enablement emails, and more.
  • Produce Event Videos
    • Use events that you attended or host as prime video territory for you to capture/create great videos. Reach out to key customers/thought leaders beforehand to set up interviews with attendees, or merely recap the events of the conference for your audience.
  • Record Product Videos
    • You can easily record key features in your product with free video apps, like Vidyard GoVideo, and then embed those videos into a more in-depth blog post. This can help you breathe new life into older content by adding an engaging video element.

“Satisfaction with video marketing results, increases as video production numbers increase.” – Demand Metric Report: The State of Video Marketing in 2017

 

4. Utilize Advanced Features and Functions

A decade ago video production used to require studios/large cameras, processing suites, and full production efforts to shoot one video. Now it’s much more affordable and easy to produce and the cost and skills needed to produce video have gone down, yet the quality has improved.

Thanks to many advancements in features and functionality that are available to help marketers create outstanding video content, on a budget, that captivates and engages audiences. Take a look at the top features marketers said they needed to have in their video marketing process.

“Those who use advanced features and functions are 29% more satisfied with their video marketing than those who don’t.” – Demand Metric Report: The State of Video Marketing in 2017

Top Performing Advanced Video Platform Features

  • Video Analytics
    • Since up to 90% of the buyer’s journey is conducted before a customer contacts sales, analytics provide the insight marketers need to determine what they need to do to convert customers.
  • Centralized Video Hub
    • A video marketing platform provides marketers with valuable insights into who is watching and which viewers are converting to leads, helping them make better decisions and show ROI. It will also unlock new insights into which content is more effective at engaging and converting audiences.
  • Interactive Video Content
    • Interactive events are moments that you choose to enhance the video experience for your customer. Ensuring you’re driving engagement at key moments during your video. Adding annotations or embedding a form are ways to better convert using video.
  • Personalized Video Content

What trends do you see in your video content? I want to hear about them in the comments below. To make sure you’re even more prepared to up your video marketing game, I’ve attached our 6 Video Marketing Trends infographic, which further explores Demand Metrics findings on what marketers are doing with video.

If you’re looking to learn the new trends, benchmarks, and steps you can take to be even more successful in your video marketing efforts this year, then “Hot Off the Press! B2B Video Trends, Benchmarks and Success Factors” is the video for you!

 

The post Hot Off the Press! B2B Video Trends, Benchmarks and Success Factors appeared first on Vidyard.



source http://www.vidyard.com/blog/b2b-video-trends-benchmarks/

Wednesday 17 January 2018

Are Things Changing in the World of Demand Generation?

Welcome to Modern Marketing Point of View, a new series that connects you with industry leading experts to hear their views on the changing marketing landscape. This episode features the wonderful David Lewis, CEO at DemandGen. We were lucky enough to grab some time to chat with him recently and get his thoughts on the changing marketing landscape. During this episode David discusses his views on Demand Generation, Full-Stack Marketing and how MarTech is expanding rapidly.

As marketers, we’re continually trying to figure out the right mix to cut through the noise to reach the right audience at the right time. We’ve set out on a quest to help others in industry figure out what’s working in the world of demand generation. It’s not necessarily about what tactics we should or shouldn’t use, but how we can be more efficient, enhance what we’re already doing—and maybe even try something new.

MarTech is Expanding Rapidly

It’s overwhelming from both a positive and negative perspective because we have to step back and understand how we can take all these available tools and leverage and/or stitch them together to help us with our marketing programs and efforts.

Full-Stack Marketing all the Way

David is a firm believer that those that are doing it right have moved to a full-stack marketing model. At the foundation of that stack is still the marketing automation system (MAP), your customer relationship management (CRM), and the closer integration of your sales and marketing teams.

Layered on top of that are the tools built for specific capabilities of demand generation such as account-based marketing (ABM) tools, content management tools, and analytics tools. Full-stack marketers can figure out which of the different tools are going to drive more demand for their organization.

Let’s Play Marketing Buzzwords!

As an added bonus—we played a little word association with David around marketing buzzwords. Check it out below and see if you can relate.

We’d love to hear what’s working (or not working) for you in your demand generation efforts. Sound off in the comments below.

The post Are Things Changing in the World of Demand Generation? appeared first on Vidyard.



source http://www.vidyard.com/blog/modern-sales-pov-demand-generation/

Tuesday 16 January 2018

Tips and Hacks for Selling with Video: Reel Stories from Real Sellers

Want to learn what the best in the biz are doing to sell using video? Curious what results actual sales teams have seen after using video during the sales cycle? Well, then you’ll want to watch our latest video featuring 4 industry sales leaders who share with you some of the best stories and tactics to maximize your selling capabilities with video.

Featuring Scott Ingram from Sales Success Stories, Ryan O’Hara from LeadIQ, Evan Ebert from Fannit, and Ellen Stafford from Vidyard. These 4 cover topics ranging from how did they increase response rates, the results they’ve seen with using video, to how to become more comfortable behind the camera.

 

How has video helped you achieve increased response rates and engagement?

Ryan O’Hara — LeadIQ

I think one thing that video enables you to do that you can’t with other mediums is entertain a prospect and that’s something that is a completely underrated thing that people are doing with video prospecting so far. We’re all just scratching the surface right now on how to do and go about getting an account to respond to you over video. What you’re going to see though is that the best people that are going to be your champion and be great at video prospecting are the ones that can stand out doing something cool.

Ellen Stafford — Vidyard

To reinforce Ryan’s  point there Ryan, it’s great  if you can entertain and be human. I remember back when I was an sales development rep (SDR), I used to be able to send a one to many emails, and I used to get great response rates. Maybe they didn’t realize that I was sending the same email to many, that I was using mail merge, but you can’t do any of that anymore. We’re in a digital age, prospects know about these things, they educate themselves on all of our different products, all of our tactics and things like that sales teams are using for prospecting. So at the end of the day, humans buy from humans, and when it comes to calls, you only have your tone and your words. Emails, you just have your words. With video, you can use your body language, and you can build that familiarity, build that trust, they can see that you’re a human reaching out to another human.

What are you doing in these videos? What are the different ways that you’re using them?

Ellen Stafford — Vidyard

On my team we’re doing cold prospecting.. We’re doing a mix of both sending selfie-style video, as well as screen capture videos. Our message is all about the value we can offer to those prospects, and we always want to be personalized. If somebody has something specific on their LinkedIn, they just wrote an article about an interesting topic that’s top of mind for us as well. We’ll make sure they know that we’re talking to them as a human not just as a title or whatever it may be.

Let’s talk about the results and what’s working

Evan Ebert — Fannit

I resent any opinion out there that video is a trend. I wrote a blog for HubSpot about this, about video being built on a biological mechanism that’s not going to go away anytime soon. Because it’s just in your DNA. I was able to sit in on Vidyards VP of Marketing, Tyler Lessard’s session at InBound this year, and he was talking all about the psychology of video, he’s obviously tuned into it. The fact is, it’s going to give you the richest way to connect with people. So, like the handwritten note, video is not going to go out of style.

Ellen Stafford — Vidyard

Around specific tactics, it’s still important to keep in mind your messaging and the length of your video. You want to make sure you’re always honing in on it, what’s going to work for your prospects. For us, we’ve seen incredible response rate increase from using video. Before GoVideo was a platform or product for us, we were making them in QuickTime, we were finding ways to do it, and that’s really where the need came from.

Ryan O’Hara — LeadIQ

The more powerful thing is being able to follow-up about it afterward, and that was, an excellent example of what made me ultimately choose to become a Vidyard customer. The thing that we noticed that was big was, I sent my email, and I didn’t hear back from a lot of prospects, but I saw that I had six people of the 20 I emailed,  watch my video right when I sent it. I thought well that’s great, what do I do with that? I decided to call some of them and email them right after. All six of them turned into meetings. So the important part of the video isn’t just making a video and hoping for a response, sometimes you have to do a little extra work to get that person that watched your video to come back to you and reply.


If you’re a sales rep looking to learn what actual ways to embrace video prospecting, and throughout the entire sales process then “Tips and Hacks for Selling with Video: Reel Stories from Real Sellers” is the video for you!

Are you using any of these sales hacks in your cadence? Have others to share? Sound off in the comments.

The post Tips and Hacks for Selling with Video: Reel Stories from Real Sellers appeared first on Vidyard.



source http://www.vidyard.com/blog/tips-hacks-selling-with-video/

Thursday 11 January 2018

6 Reasons Video Is A Star Player In Content Marketing

It’s no secret that the use of video in content marketing is on the rise. And, it’s certainly not a tactic to be taken lightly. In fact, YouTube is now the second largest search engine on the web and while video marketing is frequently an afterthought, its value demands a front-runner position in your content marketing plan.

Here are the 6 reasons why video is a star player in the content marketing landscape and should be in your marketing plan, too.

#6. Shift In Viewing Habits

Millennials—oh yes—are about to complete their sweep. By 2025 they’ll account for 75 percent of the workforce (read: buyers) and they’re about to upend your marketing like a digital native hurricane. The future is bright, loud, and interactive, what does the next generation of B2B buyers love? When Forrester asked whether they prefer video content, three generations responded in this fashion:

  • Millennials: 71%
  • Gen Xers: 58%
  • Baby Boomers: 54%

For millennials, video, be it live or asynchronous, is the next best thing to face-to-face. It offers connection but affords them the mobility they value so deeply.

#5. Greater Optimization Opportunities

How much of your latest blog post did readers consume? Did they re-read parts of it? Or come back to it later and read it again? Did they share it with friends? The truth is, it’s pretty hard to answer these questions on text-based content.

Video, on the other hand, has this feedback loop built in. Measure click-through rate, drop-off points, or number of times watched. You can even drill this down to an individual level.

It all boils down to this: the feedback loop for videos means you know what’s working and what’s not. Now to focus on more of the stuff that’s working!

#4. Better Performance

Content 

Video-based content campaigns help to tell a better story. They are fun, entertaining videos that enhance and drive home the messaging of the campaign. Whatever style you choose, using video to promote or complement other content campaigns will drive higher engagement.

When asked 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. 

Website 

There are numerous opportunities for video content on your website. By embedding a video, you can effectively reduce bounce rates and increase conversions on crucial landing pages like homepages, products, solutions, customers, demo or trial requests, campaign pages, etc.

Over 72 percent of businesses who use video, say it has increased website conversion rates

Email 

You slaved over that email copy for days and it contains important information for your customers! But does it resonate? Will it drive results? Will recipients even read it? Enter: video. The use of video in emails has been shown to triple click-through rates, and increase response rates. More effective emails? Yes please!

#3. Increased Conversions

The number one reason for using video in your content marketing plan? Video converts more customers. Simple, right? Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Need we say more?

#2. Higher Engagement

We’ve heard over and over that visual content is the key to great engagement. Video is no exception. So when you’re considering what types of posts to schedule on social networks in the coming weeks, think video: audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.

#1. Improved SEO

First off, utilizing video in your content marketing efforts will no doubt improve your SEO. In fact, according to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times.


Of course, that’s when you do it right. Want to learn more about how to properly optimize your videos for search? Check out these tips from Moz CEO Rand Fishkin.

That’s it: 6 reasons you simply can’t ignore video any longer. Video’s earned its keep; give it its fair share of real estate in your content marketing plan.

Do you agree with my list? What makes video the star player of your Content Marketing plan? Let me know in the comment section below.

The post 6 Reasons Video Is A Star Player In Content Marketing appeared first on Vidyard.



source http://www.vidyard.com/blog/6-reasons-videos-content-marketing-star/

Wednesday 10 January 2018

Is Your Video Infrastructure Ready for 2018?

As the popularity of video multiplies, so do its uses.

Yesterday, it was confined to the marketing department and considered expensive. Today, video is cheap, nimble, and available to anyone who wants it.

Salespeople use it to retire their quotas. Support managers use it to help customers quickly. Product teams use it to announce, HR teams to inspire, and PR folks to pitch. And we are only just getting started.

As 2018 kicks off, research firm Ovum has a warning for businesses: Update your creaking video infrastructure before it’s too late.


To view the slides for this presentation, click here.

Get with the times

Think of your business as a brain and every employee a synapse. Video is a vitamin boost that makes them all fire faster. A video is more efficient than emails or phone calls and is shown to increase comprehension, interest, and information retention. Multiplied across your business, video is a serious upgrade to overall productivity.

Video use can’t spread within most organizations because their infrastructure is fragmented and inefficient. Most companies lack a standard format for sharing, storing, and securing video files. Every employee uses something different. Marketing teams might use YouTube while sales teams use Dropbox, product teams SharePoint, and all others nothing because they couldn’t get around their email clients’ file size limits.

Fragmented video tools keep organizations from capitalizing on video’s communication-boosting effects. When they can’t quickly create, share, secure, and analyze it, they can’t benefit. But that’s also why video platforms exist.

Per Ovum, all organizations need a video platform that includes:

  • End-to-end video management, from creation to distribution
  • Workflow, team collaboration, and security tools
  • Substantial analytics

And in 2018, there are three commandments to follow to amplify your success and turn video into organizational brain food:

  1. Move beyond YouTube

In the early days of video, marketers dropped videos on YouTube for easy hosting and broader distribution. Alas, most didn’t consider the fact that they were competing with the likes of Psy’s Gangnam Style with tens of billions of views. And whenever others within their organization uploaded one-off customer tutorials or sales videos, they became the unhappy stewards of hundreds of videos of varying quality across many accounts all representing their business.

In 2018, reign it back in with a video platform designed for business, including hierarchical tools for creation, sharing, security, and analysis. Let everyone get creative while you gain control.

  1. Capitalize on video data

In 2018, it will no longer be acceptable to use “views” as a proxy for viewer engagement because there are so many better options. For example, video is one of the greatest goldmines for intent data. Unlike downloadable assets or page views, video platforms allow marketers, salespeople, and customer service organizations to intuit precisely what viewers intend to do next. Brands can track interest in specific products or value propositions based on where viewers stopped and rewound, and import this data into their CRM and marketing systems to act upon it.

Plus, more data equals more experimentation and more success. Video platforms allow marketers to A/B test pieces of videos such as intros, images, and calls-to-action (CTAs), and then hyper-personalize videos at scale based on what they learn.

  1. Give everyone keys to the video platform

What’s the next killer application for video within a business? We aren’t sure, but we’ll bet your employees will be the ones to find it. Harness the creative power of your entire organization with a video platform that makes creation and distribution more straightforward than writing an email. That’s what we did here at Vidyard, and it’s the only way we ever could have discovered that video is ideal for winning RFPs, giving feedback on creative briefs, or helping analysts understand what your business does.

There’s no limit to what video can do for your business—only to what you let it do. Next year, unleash it with an end-to-end video platform.

The post Is Your Video Infrastructure Ready for 2018? appeared first on Vidyard.



source http://www.vidyard.com/blog/video-enabled-business-ovum-report/

Tuesday 9 January 2018

Video Strategy: The Awareness, Interest, and Decision.

Creating video is not an easy task, one of the most challenging parts of creating video content is ‘what kind of video should I make?’ It sounds like a simple question, but not any video can be used to capture leads, and not all videos should be given away without a small price to pay. An effective video strategy would combine videos that will be distributed to across the masses, multiple channels and sites. We call this Awareness.

Secondly, videos to capture the user’s attention that will be effective in creating interest or even mystery with the viewer this is the Interest. And finally, videos that will promote your brand and content to viewers called The Decision.

Each type of video has their purpose, and because of it, they should be treated differently and placed in their perfect position to have a valid video strategy.

The Awareness.

We are all familiar with the term ‘Viral Video’ but what is a viral video? What’s the psychology of a viral video? And how can I use one for my website? Viral videos are not restricted to ‘Singing cats’ or ‘How to make the perfect s’mores.’’. Viral videos can be used to created brand

awareness and more critical to capture users attention and drive them to your website.

The best way to create a Viral video:

  • Make it short. -The internet generation is used to move from page to page and scroll through multiple pages of content by the minute., Users do not as commonly process several minute long videos at internet browsing speeds.
  • Eye-catching. – Every content publisher knows a right image speaks more than a thousand words, and a perfect thumbnail will guarantee more click-through rate for those viral videos.  
  • Don’t gate it! – Might seem counterproductive not to gate a video, correct? But, the purpose of the Viral video is not to get your users’ data, the goal is to drive them to your brand.
  • Publish it. – This is the type of video you want to push into your social media accounts, Youtube, front page and email campaigns.

Most important. Be Creative. Remember this is the first contact viewers will have to your brand. It’s your commercial, make it fun, engaging, and loud. As the purpose of this video is to drive users to your website it’s. Is entirely acceptable to include a post-roll event or a final CTA that will link directly to your main site.  

The Interest.

This is your second line of attack in your video strategy, by the time a viewer has reached this point they know who you are, they don’t have details on what is it that you do, but you have them there, and this is the moment to shine.

  • Divide the product. – These are the videos that will tell your story and communicate your message so don’t overload them with information, spread your content so that the user can select what to watch, a batch of small videos will create more engagement than a single large one.
  • Localize. – Keep this videos in controlled environments such as your website or domains you can control so that the user is not distracted by external elements.
  • Gate them. – Fishers are meant to capture data so using events and CTAs to obtain data from your viewers is a good idea, but do it smart let them watch some content, and navigate through videos, ask for their information on the road

The Decision.

These are your battle videos, the strong ones that will promote your brand and detail every aspect of it to push the user through the funnel and the experience of buying.

  • Direct them. – Use this videos in your Marketing campaigns, send them to specific users to which you’ll know they will be interested.
  • Advanced CTAs. – Usually, by the time a user will encounter this videos you already know who they are, why not get more information from them? Company size, progressive profiling is the best bet here.
  • Score them. – Add scoring to this videos in your Marketing automation platforms, use your Integration to your advantage and use video engagement in your sales process.

Good practice for Spreader videos is to weight them in your Marketing platforms, users that watch 96% of one of your Webinars or a detailed walkthrough video, are deeply engaged with your brand, use this information to guide them through the funnel and convert them in sales.  

As you can see implementing an effective video strategy, is not just about publishing videos. But adjusting the content of the videos and your strategy to provide a smooth experience that will engage your users from the first moment they are aware of your brand, and carry them through the experience of your brand and continue to create engagement throughout the lifecycle. All of this with the convenience of merely watching online videos.

The post Video Strategy: The Awareness, Interest, and Decision. appeared first on Vidyard.



source http://www.vidyard.com/blog/video-strategy-awareness-interest-decision/

Friday 5 January 2018

How to Produce the Perfect Customer Testimonial Video

There is a lot of power in a customer’s opinion. Why? Because when a customer is about to make a purchase, they’ll trust their peers’ opinions more than anyone else’s. And that is why customer testimonial videos work so well.

A video testimonial shows a real person, a customer of your brand giving their honest opinion about your team and your product.

But if you want to produce a video testimonial that closes deals, it needs to be done right. It’s about how you plan for it, from pre-production to post-production; and in which stage of the buyer’s journey your prospects watch it. Let me show you how!

It’s all about perfect timing: The Decision Stage

Video content is the best friend of the buyer’s journey, and there are specific video types that work best for every stage of it (awareness, consideration, and decision). So, what you use is very important.

Customer Testimonial Videos work great for the third stage of the journey, the decision stage.

Because during this stage, your prospects haven’t yet made the much-awaited buying decision, and this kind of video will give them the final incentive they need to make the purchase.

Now, let’s cover all the steps needed to create a great testimonial video.

Pre-production

As with all types of video production or recording, pre-production is the first step in organizing all the details of your project.

Here, the key lies in asking the right questions to get the right answers. You want your interviewee to tell you what you need to know about their experience with your product, so a good list of questions must be made.

Remember to prepare your interviewees for filming, by letting them have a general idea of the topics you’ll be discussing during the interview.

Notice that I said ‘a general idea of the topics’ and not an exact question list: You want them to have time to think about their answers, but not too much. If they know the exact questions, they’ll be tempted to learn their answers by heart, which may result in a robotic and fake attitude.

Don’t forget logistics! You must coordinate the time and date of the filming, in addition to the location. Choose what kind of environment you’ll be filming in because this will be associated with your brand, and it should support the message you’re looking for.

Technical Considerations

Now, we’ll cover the ‘holy trinity’ of filming: lighting, sound, and camera.

Lighting

Consider whether you’re going to be shooting indoors or outdoors. When shooting indoors, you can create the right lighting arrangement for your video by adding or removing lights, but usually, you should consider a three-point lighting setup, which consists of a main light, fill lights, and a backlight.

When shooting outdoors, it’s good to use a scrim, which is a device used to modify properties of light. With a scrim, you can reduce the intensity or harshness of it.

Sound

There are a lot of different types of microphones. Some mics capture sound from all directions (like Omnidirectional or Lavalier mics), and mics that capture sound coming from specific directions (like Shotgun mics). You should use the one that goes best with the environment you’re shooting in.

If you’re shooting outdoors, you should take into account the sound of the wind. All mics are susceptible to wind and to minimize this; you can place a windscreen made of acoustic foam rubber over the mic (which is called a ‘Zeppelin’).

Camera

Be sure to position your camera correctly. You want your camera to be at the same height as the subject, so it doesn’t look up or down on them.

Using two or more cameras is the easiest way to create a variety of angles in your video, but it can be done just as well with only one camera. If you’re going to use only one camera, though, you’ve got to plan it carefully.

You can use a traditional medium shot for the interview, which gives your footage a clean look, but you can also mix it up a bit with some close ups to point out important parts of the message, or emotional moments.

After all of this is set, you’re ready to film. Action!

Filming

Make the interview a conversation, and don’t be afraid to ask follow-up questions. You want your interviewee’s answers to be real and provide true value, so let them speak freely. You can (and will!) edit any uninteresting parts later.

Be careful with the backgrounds in the shot: a busy background, with activity running behind your subject will distract the audience. It doesn’t have to be a white background (in fact, don’t use a plain white background), just find a nice context that’s not too distracting.

Also, make sure the background is out of focus.This will give depth to your shot and focus the attention on your subject.


In order to give your viewers some context, it’s important to film some extra takes to use as inserts. This inserts will provide context of a location (are you filming in an office, a coffee shop, a park? And is it in Sydney, in Madrid, in Tokyo?), and examples of what your interviewee is saying (you can film some takes that show the process of the work being done with your client, or the final results).

Besides context, insert takes also give a certain rhythm to your video: you’ll be breaking up the monotony of nothing else but showing a person talking.

Editing and Post-Production

Now it’s time to take all the videos you’ve shot and mix them up to create a customer testimonial masterpiece! But in order to make it, you must consider these tips:

  • A good customer testimonial video is able to communicate a message in 2.5 minutes or less.
  • Remember to use your brand’s colors. You should have an intro and an outro for your video, using your brand’s colors and/or logo. And also for any other graphic elements you add.
  • Edit your video in a smart way—the magic of post-production lies in the fact that you’ll have all this raw material, and with your expertise you’ll be able to make an interesting and informative video that helps you close sales.

Make it enjoyable and credible, and always respect the spirit of what your interviewee has said.

Let’s wrap it up!

You can tell by now that there is a lot of work in creating a great testimonial video! But hard work always pays off. Remember: It’s important to plan your content carefully. This means, preparing your questions beforehand, choosing the perfect background to film in, and being aware of all the technical stuff, like correct lighting and sound.

When planned and done right, a testimonial video is a great tool. It will cement your future customer’s trust in your product and in your brand.

And this, of course, translates in more sales!

The post How to Produce the Perfect Customer Testimonial Video appeared first on Vidyard.



source http://www.vidyard.com/blog/customer-testimonial-videos/

Thursday 4 January 2018

8 things HR and internal comms teams can learn from marketers

“If you build it, they will come” may work in the movies, but as any team that’s launched an employee portal, an internal newsletter, or benefits workshop can attest, it’s a recipe for an empty stadium.

In reality, if you want your company’s attention, you must realize that everyone is already incredibly busy. The average person gets 121 emails, 32 texts, and who knows how many notifications every single day. To compete with all this, you have to phrase things in a way that’s interesting and drives them towards action.

Simply, you have to do some internal marketing. And here’s what a great marketer would advise:

8 things HR and internal comms teams can learn from marketers:

1. Keep it short

Tell people only what they need to know. Readers today are practically allergic to text blocks over 3-5 sentences and they expect you to curate outreach for them. Make it easy and limit most communication to just the highlights. The New York Times does a great job of this. It now offers digital readers a daily briefing, the title of which is simply three keywords and contains a series of short, bulleted facts with links to learn more:

2. Use spacing, breaks, and graphics

Readers today skim. According to research by Nielsen Norman Group, people’s eyes follow an “F” shaped pattern on web pages or emails. They read the first header, skip to the next subheader, and then they scan the left side of the page from top to bottom. What are they looking for? Keywords that snag their interest.

Source: Nielsen Norman Group

To adapt your content to readers’ habits, use large, bold headers and subheaders, ample spacing, and eye-catching visuals—either graphics that highlight your point or GIFs that make your readers chuckle and keep them coming back for more.  

3. Front-load value

Another implication of the F-shaped reading pattern is that users spend the majority of their very limited time reading the top of the page and the beginning of sentences. If you want their attention, put whatever is most interesting or most valuable up front. This is known as front-loading value.

For example, write:

Save more for retirement by signing up for our 401k workshop.

And not:

Sign up for our 401k workshop if you want to save more for retirement.

4. Use video

When you email employees, you’re battling for their inboxes with the likes of BuzzFeed, and it takes fire to fight fire. You’ll notice that they and much of the world are turning to video—it will account for 82 percent of all internet traffic by 2021—and you too can harness people’s obsession with it. It’s also much easier than you think to create.

Simple video recording software takes less time than writing lengthy emails and gets you higher engagement, better retention, and conveys a tremendous amount of information in a very short span of time. Plus, if you send the video as a thumbnail within an email, you’ll get 5x higher click-through rates.

5. Use many touches

Marketers know that a message sent is rarely a message received—it takes a campaign to capture attention. According to Salesforce, it can take an average of 7-8 touches for someone to become a marketing lead. Hopefully, you’ll need fewer touches internally, but when delivering messages about new programs, upcoming system changes, and new policies, do as marketers do and create a nurture track of emails to gently remind people many times over a long period.

6. Use multiple channels

Today, people are migrating away from the email inbox and toward their “channels of choice.” This is what marketers mean by the buzzword, “omnichannel”: customers expect you to communicate with them on their favorite channel on their terms. It’s a huge ask because you must use multiple channels, but if you want to reach everyone with your message internally, you’ll have to reach them where they want to be reached. And speaking of alternative channels …

7. Turn employees into advocates

Great marketers know that word of mouth is the most persuasive channel there is. Recommendations carry tremendous weight—92 percent of people seek them out—and they’re always perfectly targeted because they get passed from interested person to interested person like homing missiles. Encourage sharing within your internal communications campaigns by explicitly telling (and perhaps even rewarding) employees for spreading the word.

8. Use the empty-suitcase method for headlines

This is our final marketing trick, and it’s a good one: leave a key fact out of your email subject lines and article headlines. Litmus, an email analytics firm, calls this the “empty suitcase method,” whereby you sell a suitcase, but neglect to mention what’s in it. For example:

  • This will make you jump for benefits joy
  • Can you guess what benefit 70% of employees forget to use?
  • Did you know you could buy a new car with this % increase in your retirement savings?

This approach creates curiosity and inspires them to click, read, and learn more.

And there you have it! If you’ve made it to the end of this article, you’re a real champ—20 percent of readers across most websites don’t, and those are the busy, attention-starved readers that you must tailor your HR and internal communications to.  

If you build it, they will come, but only with the right degree of brevity, formatting, video, many touches across the right channels, advocacy, and the empty suitcase method.

Want to boost internal employee response rates? Read 11 Simple Ways to Improve Your Internal Communication With Video.

The post 8 things HR and internal comms teams can learn from marketers appeared first on Vidyard.



source http://www.vidyard.com/blog/8-things-internal-comms-teams-can-learn-marketers/