Hello, everyone. It's Craig Rosenberg again, the Funnelholic. And I am continuing the video content series today with you. And looking forward to today's session. And I'll tell you a little bit more about it in a moment. Before I do, I just want to talk a little bit about kind of the inspiration for this video. We're doing a Demand Gen Summit on May 15. It runs from 9:00 PM to 1:00 PM Pacific. And it's going to have a series of events. I'll just walk you through them, not to bore. Well, actually, it should excite you, really quick. What we have at 9:00 AM is the Ultimate Content Marketing Machine with Scott Albro. At 10:00, the 10 Best Practices in Demand Gen. 11:00, Social Media Marketing with Koka Sexton. And then at noon, Pacific Video Marketing with Matt Childs, who is here with us today. If you'd like to join, you can see the-- actually, I'm struggling here. I can't point that-- Funnelholic.com/events. You can see down there, you'll see the landing page there. You can sign up for the events you want to attend. So it's going to be amazing, and one of the things that was really important to me is there's so much talk out there on Demand Gen. I didn't try to deduce what's real. I just wanted new ideas. Marketing is so fun again. There's so many really killer ideas out there one, and one those is video. Video, as everyone knows, is hotter than hell. It is one of the top, not only you could call it a top marketing piece, but really, frankly it's a top medium for consumers. And so now we're all trying to jump into, and my guess is we're making a lot of mistakes, because I asked that's about 30 minutes with Matt about three weeks ago at Starbucks, and I think he thought I was faking, because I was so amazed by the stuff he was telling me. And so I was like, now any time I want to talk about marketing and Demand Gen, I'm turning to Matt to talk about video, because he's got things that we haven't seen before. And that's what gets me excited. So with that, today's guest is Matt Childs. He's with a company called VidCaster, but I've known him for years. He's been in the video game for a long time. He gets it, he understands it, but more importantly, not just from an artistic perspective, from a B2B or B to C, frankly, Demand Gen perspective. How can it help you with your overall marketing efforts? That's why I'm so excited to have him both in the summit, and here with us today. So Matt, if you don't mind, why don't you introduce yourself for a minute and tell everyone about Matt before I start going into the questions? Yeah, absolutely. And Craig, thanks for having me. It's a pleasure to be here, and I'm glad we're finally doing this. We've talked about talking about video together for awhile. So my background obviously is in software as a service, primarily in sales. I started off with sales, but I migrated to the marketing side of things very quickly. And one of the things that I found very powerful was video, and video's great because in this world we live in where we're selling on the web, and there's very little face to face interaction, video builds trust and competence in products and the people that are standing behind them. And it really creates and tells the story of companies in the products. And so for the last four years or so, I've worked with technology companies, primarily on the B2B side to produce, shoot, and deploy over 1,000 videos that are used in campaigns and various other different messaging tied to sales. And what we find is that video is a super powerful tool, and it actually speaks to you and tells you what people are doing. It measures behavior, and it gives you those insights that us as marketers need to make intelligent decisions and lead people down the funnel to becoming customers. So I'm excited to talk about that with you here today, Craig. See, now that, just that sequence alone should tell you enough about Matt. Most guys who talk about video aren't going to use funnel and bringing buyers down the considered purchase cycle. And that's what makes Matt special when he talks about video. So let's get into it. What I'm really interested in hearing from you first is what are the two or three things marketers should know about video that they don't today? Surprise us. You know, that's a good question. I think there's a lot of thought out there that, hey, I should just go produce video, and if I produce good video that's under, say, 60 seconds and tells a story well and it's high quality, then that's going to solve my video challenge. And that's what I've found a lot working with some of my clients in the early days is they all wanted video content. They know that they needed that content. But once they produced that video content, they were exactly unsure how to use that to generate results. So I would say number one is how video is positioned on the web matters, right? So where are you putting that video? Is it is on YouTube, or is it on your website? And if it's on your website, is it tied to a call to action? Is there some sort of path you're leading folks through, or down with the video? That's super important. Just having the video and sticking it up on a site or a blog, that may serve some basic purpose if you're going to getting view counts, but it doesn't lead a prospect or some sort of engaged viewer down a path to a conversion of it. And so that's one of the main things that people miss, is not only what is the content of the video, the purpose of the video, but what is a conversion event that needs to take place, and where does that exist on the web? So that's one. The other is video speaks louder than static content. So in the days before video, and even today, because most people aren't using video correctly, I would see on the web, is that we measure folks on how long they stay on a page. So this one page is my hot page on my website because people are coming there, and they're spending three minutes. So there must be something great on that page. But what is it, specifically? What paragraph are they reading over again, or spending most time consuming? Video allows us to tap into that behavior, right? So we can measure engagement and behavior in a video. Did someone play a video? And then if they played it, how long did they watch it? Did they skip ahead? Did they rewatch a certain section over and over again? And that information is super powerful, because there's certain key points in our videos that we produce. And if there's a certain point in there that's tied into the greater marketing effort, we're going to want to focus on that. And we're going to want to hone down our messaging, and even, if you want to get really deep on it, triggering automated campaigns related to different parts of videos, right? If I only watched the first 30 seconds of a five minute video, and that's on a certain topic, you're going to want to automatically start marking to me on that one part that I care about. So tying things in like that is very important. And this also goes to, on the far end, impacting sales engagement priority. As a sales rep, where should I be spending my time? If I can have information on my prospects, my contacts and how they're viewing video content, if they're even viewing it at all, then I'm going to want to spend time on those folks that are engaged, that are viewing, and directing my messaging to those folks. And then third, I would say there's a big misconception out there that YouTube solves all our problems, right? But if I put my video on YouTube and I build up my video channel on YouTube, that I now get SEO, and I now have some weight online when it comes to video. That is not true at all. YouTube is not a video strategy. It's the easiest way to publish video, and frankly, it's the most common because it's free. Right? You can stick videos up on there. We'll probably put this video that we're recording here up on there. But it's very diluted. It's not targeted. Conversion events are watched all over the place. I can go from watching a video on Funnelholic to watching cats dancing and airplanes crashing on the right side. So we have no control over that video experience, and therefore YouTube is not a video strategy. That's great stuff. Yeah, I don't watch any of the cat video. Except years ago, I watched one where a cat actually-- actually, you know what? That's not true. I did watch a couple cat videos early on in my YouTube experience. So why don't I just piggyback that last question and just ask you this? Give us two or three best practices that you're seeing out there today in video marketing, or that you recommend to people. Yeah. I think one of the first is you want to create a branded experience for your video. So whether you're embedding video on your site or you're putting it in a blog, wherever it may be, you want to create this branded experience to bring your brand out, right? You want to have a-- just like you can see here with our lower thirds on this video, I know who I'm talking. I know who's being representative. I see the brand. I feel like I'm captivated by a certain brand. So I would say that's the first. Make sure that you think outside the player. The player's one thing, but think about the things you place around that player. Whether it's a call to action, it's logos, it's recommended content. Second, I would say to stream continent at the highest quality possible. We're not living in the Dark Ages anymore. Very few people have dial up connections, so produce video in high quality. 720p, 1080p are good resolutions. Assume that folks are going to have high bandwidth. I know that sounds weird, but folks, people out there judge companies and brands based on the quality of the content. So stream at the highest quality. And then third, measure the video, right? Don't just measure views. Measure engagement. Are people completing the video? How long are they watching that video? And what are other ways of measuring the success of the video outside of the player itself? Is it someone clicking a call to action button? Are they signing up for a webinar because the video is sitting next to it? Try to build measurement metrics around that video. And then lastly, conversion. Make sure there's a clear conversion point that's your call to action, right? What am I trying to get viewers to do with this video? You want to build that clear call to action. In this case, it's come to our Demand Gen Summit, right? The call to action is very clear. It's right in front of the screen here. I'm looking at it. I've got a URL. It may not be interactive, and I can't click on that, but still, I know exactly where to go. So we've done a good job with this Google Hangout session, Craig. I was about to say, I added a thought, which was, how bad is this video that I just did with you? But we can work on that later. But speaking of bad. So I'm sure there's a lot of them, but just give us three mistakes you're seeing today in video marketing, that-- just tell us a little bit more about the mistakes people are making with video marketing. OK, so obviously there's a number of mistakes, but I think the biggest, and most of the folks watching this, this will resonate very well. The biggest is sending qualified prospects and site traffic to your YouTube channel. What is the biggest no no in marketing? It's to bleed traffic to an unknown place where you can't measure them. But what do most technology companies do that have video content on a YouTube channel? They put a YouTube button at the lower, maybe the lower portion of their website, or on the top right that says, visit our YouTube channel. Of course I'm going to visit your YouTube channel. I want to see what video content you have. I'm going to click that button, and then I'm off into the ether, and you don't even know what I did. So you're sending me as a viewer away to an unknown. Big no no, right? We wouldn't do that in any other context. Why are we doing it now with video? I don't know. We need to plug that hole and stop sending folks to the ether, so we can control their experience and we can convert them. The other biggest mistake is producing a video without a goal in mind, right? If you're just producing content aimlessly and you have no goal, it's going to be pretty hard to convert people and place it on the web. So have a clear plan on how you're going to use video, right? And in most cases, that's a series of videos, right? So you're not going to want to just have one video. You're going to want to relate that to a series, and provide short but meaningful clips that flow through that series. And so that's one of a biggest mistakes, is really just creating one video, and then that's it, and it's over. And there's no more content to consume. And then the third, and I think this is one of the biggest, and where people get all up in arms and crazy, I've had some incredible discussions around this. And that's assuming that YouTube will help with your SEO. So what does that mean? That means that if I load my video on YouTube, my video's going to rank really high on Google, and therefore I'm getting good SEO benefit. Well, it depends on what your definition of SEO is. In most cases, if you're loading to YouTube, sure, the video's ranking high on search, so you are getting good SEO. But who's getting the credit? They're not coming to your site. They're going to YouTube. And we know what happens when you go to YouTube. It's an uncontrolled experience. So there's ways you can counteract that. There's ways that you can bring the video into your own site, and these are some of the things we'll be talking about during the Demand Gen Summit. So hopefully everyone can join us, and we'll going into a little bit more deep ways that you can bring video into your site, and actually get the SEO set up so that when someone does search Google, they come to your site, and not YouTube. And then they ultimately become a lead in the gageable sales opportunity for your organization. See, now, that was awesome. That's exactly what I'd hoped, Matt. For me, it's amazing, right? It seems like for the last four or five years, we've been talking about the same things. I mean, I know content marketing and social's kind of picking up steam, but this video is really new to me. It's really exciting, right? Because I'm a visual learner, and so it's exciting, and it's happening now, and it's important that people hear what you have to say. It's funny. Gosh, who was I talking to? It was, like, Coca Sexton. I said, yeah, I have Matt Childs coming on. He's like, oh, yeah, that guy's the master. So if everyone needs to know, right now you need to know that Matt is a real resource on video. He could talk about production, distribution, and Demand Gen. All the things that we really care about that as a marketing organization, and wrap that around video. So, yeah. So Matt mentioned it, I mentioned it. Look, you can hear more from Matt. If you see here, Funnelholic.com/events. Come to that site. You can sign up to hear Matt's presentation on video. It's at noon on May 15. We also have other events leading up to that, from 9:00 AM Pacific on. And it's going to be a great event. And I personally hand packed everyone that was going to be there. I was looking for a couple things. One was new ideas, which I call surprises, which people are still catching on to. Number two is specificity. What kind of real tips can we provide people so they can go out and do something right away? And that's why I chose who I did, and you can see right now why I chose Matt. So Matt, thank you so much for today, and thank you so much for-- You're welcome. --being a part of the summit. And I'm going to let you go, but again, I do appreciate it. Yeah, thanks for the time. Looking forward to it. We'll see everyone on the 15th. All right. Well, for Matt and I, thanks, everyone. We're out, and we'll see you soon on the 15th. Let's do it.
Tips To Successfully Using Video In Online Marketing
Matt Childs is an authority on B2B video. During his presentation at the Demand Generation Summit he will give you the information you need to have video drive leads and demand. One of his tips that many do not know is that you need to host videos on your domain. Most people embed Youtube videos to their blog, but Google gives the attribution for the video assets to Youtube, not your blog.
Join Matt and the Funnelholic on May 15 by RSVPing here: https://www.brighttalk.com/r/HPZ
46% of executives say they are more likely to seek out information about a product or service after seeing a related video online. It makes sense that 70% of B2B marketers use some form of online video in their marketing strategies, according to Forbes. Video is HOT and marketers are jumping on the bandwagon. The key challenge is positioning video central to existing marketing strategies to drive qualified leads and engagement. Video strategy expert Matt Childs has helped hundreds of companies leverage video to drive traffic and convert viewers into qualified contacts for sales. There are many surprises that marketers have not known about until now. Matt will provide the best practices and tools for producing, positioning, and distributing video, making video your top performing marketing asset.