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Welcome to the 25th episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.
Michael Litt, co-founder and CEO of Vidyard, joins The Marketing Nation Podcast to discuss the power of analytics in video marketing, the reason people shy away from creating video, and how “the fizz” can help you hit a grand slam with your videos.
Michael has always been passionate about the power of video, and has been creating his own videos since high school. He quickly realized how perfect video is for exposing culture and passion, especially for businesses. While many companies have embraced social media networks like Twitter and Facebook to give a behind-the-scenes look at their teams, video can be even more effective when used correctly.
Another thing that Michael realized was that the behavior of viewers while watching a video can shed some important light on how the viewer feels about the brand and how likely they will be to purchase from the brand. These kinds of analytics weren’t readily available, so Michael wanted to work on creating a platform that could provide the insights that brands needed to measure the success of their videos.
This is where Vidyard comes in. Vidyard’s goal is to help companies drive more business through videos. They offer a platform for testing, optimization, and analysis that allows companies to understand how their videos are performing and directly tie them to new leads and sales through integrations with popular CRM and email marketing systems like Salesforce and Marketo.
Why aren’t more companies using video? Part of the reason, Michael says, is that companies think they need to create “Super Bowl level” content every time. But, he says, they don’t feel this way about every tweet or blog post, so why video? Businesses need to remember that great videos don’t need Super Bowl budget or production value to be impactful.
Take the latest viral video for example – American Greetings’ Cardstore.com created a video about the world’s hardest job. While you can tell that they spent some significant money and time on creating the video (which you can watch here if you haven’t seen it already), this video was successful because of the emotional response it evoked from viewers, not the production value.
Michael calls this “the fizz” and it’s something that every marketer strives to reach. By catching its audience immediately and reminding viewers of the struggles their mothers face every day, Cardstore.com hit a home run with this video.
If you’re not sure where to start, consider scheduling some brainstorming meetings with different departments in your company. Think about where in the sales funnel you’d like to insert video content. Soon, Michael assures us, you’ll be flexing your creative muscles across all stages of the marketing funnel, creating fun and engaging videos that your audience will love.
Michael gives a shout out to his company, Vidyard, and encourages listeners to send him their ideas or videos. He’d be happy to review them and offer ideas to make them even better.
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Michael Litt is the co-founder of Vidyard – a platform designed to solve the problem of implementing Video into your landing pages. This is done by leveraging video analytics, video SEO and call to action integration in order to enable and improve conversion. Vidyard emerged from the Summer 2011 class of Y Combinator and is now serving hundreds of businesses worldwide. Prior to building Vidyard, Michael co-founded Redwoods Media, a firm specializing in the creation of promotional video content designed to entice and engage potential customers.