Ezra Fishman

June 2014

A Different Approach

to Video Marketing

This is me.

These are my credentials

80,000 14 10

These are my credentials

http://wistia.com/blog/music-for-business-video

Inbound Marketing

Inbound Marketing(secret ingredient)

Trust

The Trust Bank

Trust Credits

• Information when I’m

looking for it

• Teaching and asking nothing

(or little) in return

• Being honest & transparent

• A personal touch

Trust Debits

• The pushy salesperson

• Talking only about yourself

and your product

• A machine, when I’m

expecting a human

• Low quality content

A Trust Surplus

A Trust Surplus

A Trust Surplus

Trust is good.

What is video?

Moving pictures + sound

Another medium to share

information and communication

Do you use text in your marketing?

Why?

Do you use images?

Why?

Do you use videos?

We use video at Wistia because …

• Video lets us communicate

complicated, visual things

• Video helps us show off our

personality

• Video lets us connect emotionally

• Video makes us more human

Video helps build trust.

A few examples

I’m scared of robot dentists.

http://www.charlesriverdental.com/

Hi Marta, I’m Ezra.

Make a personal connection.

Hi Ezra, !Sorry I missed you earlier.

Be a human.

http://www.wisegrass.com/2010/11/11/is-it-too-late-to-overseed-this-fall-probably/

Be a friendly human.

Video builds TRUST.

And this is a hard sell to your boss.

Where’s the short term, measurable ROI in

building trust with video?

Start closer to the $’s

The video spectrum

Conversion rate increase of 10%

Conversion Videos

• Screen recording software

• Screenflow, Camtasia, Screenr

• DIY animation tools

• Animoto, GoAnimate, PowToon

• Explainer video companies

• Explainify, Demo Duck, Grumo Media

http://moz.com/blog/ugly-website-holding-back-marketing-efforts-whiteboard-friday

Teaching Videos

• Limited amount to sell, infinite amount to teach

• Bring a human element to your blog or support

• ROI = time saved by scaling communication

https://www.zendesk.com/company/careers

http://blog.mailchimp.com/v8/

http://wistia.com/blog/content-and-events-survey-2013

1,000 survey responses!

Feeling Videos

• Focus on authenticity

• Look for opportunities to connect

• Take some risks

• Acknowledge that it will be hard to measure

The video spectrum

Start

The Trust Bank

A Trust Surplus

http://wistia.com/learning

Your first video will be your worst.

Measure, then improve.

• Every video should be better than the last

• Learn from what does and does not interest your audience

Thank you.

@ezrafishman

http://wistia.com/inboundday

Free XL Wistia Account