Video as a Marketing Tool

I had the pleasure of speaking on using video for marketing in both Milwaukee and Green Bay for Experience Inbound 2015. Below is a recording of one of my workshops, as well as my slide deck and a Q&A. 

The following is an interview with Stream Creative that was initially published on their blog. Go to the original post to view a goofy video "intro" we shot, as well!

Stream Creative: You've said that video is really about humanizing your business. What are the benefits of branding videos and product explainers, and do you need both to be successful?

Elise Ramsay: At Wistia, we like to think not about having a video strategy, but about finding ways for video to be part of your overall marketing strategy. It makes you think differently about what information you choose to present in video form as opposed to any other form of content.

It’s not so much whether you need both branding and product explainer videos, but whether brand awareness and customer experience are goals within your marketing strategy, and whether video would support your existing efforts there.

Video provides an opportunity to show faces of your company, so if you feel that will work toward the goal of, for example, a customer having a good experience learning about your product, then you should absolutely use video there.

What are some simple ways that video can be leveraged in the digital space?

I've seen great success with videos on landing pages, in documentation to explain complex workflows, as product demos, on social media to answer a question with personality, as hype for a big event, and more. Looking for an easy win? Make a simple video on a landing page to increase signups for your next webinar. Have the hosts introduce themselves and the topic with personality, then watch as your signups increase dramatically. Works every time!

What does a perfect video look in terms of length, feel, message and tone?

Ah, the ol’ “silver bullet” question! Alas, there is no One Video To Rule Them All.

The tone and feel of a video should be dictated entirely by your brand. Video is a branding tool, just like social media. It shouldn’t exist in isolation, and it shouldn’t be the same as everyone else’s.

The best bone I can throw you for optimal video length is that our data has shown most business videos under two minutes long get higher engagement (ie, the audience sticks around longer) than longer videos.

However, it’s important to note that the best video is the one that delivers what the viewer wants and expects in a certain context. If I’m struggling with a part of your product and search through your docs for an answer, a short, concise video explaining that specific feature is exactly what I need. If I’m in a learning mindset and looking to level up my skills on lead generation, I might find your blog and appreciate a comprehensive tutorial video that goes deeper into the topic. It’s all about context!

What has been your biggest “ah-ha!” moment in the past year?

To be perfectly honest, I have those moments all the time when looking through the Wistia Community (wistia.com/community). I’ve had my eyes opened to new ideas, strategies, and video production tips by folks all over the world. It still boggles my mind how awesome it is to make friends through Wistia and have their help in making my own videos wildly better. I’ve met a lot of their dogs via video chat, too, which always makes my day!

Tell us a little about your role at Wistia and what are some of the site’s greatest benefits as a resource for inbound marketers?

I’m the Community Manager here, which means I dictate our community strategy (including the inception, development, and ongoing evolution of wistia.com/community) and communicate customer stories both internally and externally.

Wistia’s Learning Hub (wistia.com/hub), which includes the Community, Blog, and Library of video tutorials, is geared toward helping people become better video marketers together. Our own content on topics from production to marketing strategy is available in the Blog and Library, and the Community allows folks to get feedback on their videos and learn from others with expertise. The ability to learn from both experts and others in your shoes is my favorite part of the learning resources on Wistia.