009 | Video is Your Best Marketing Funnel with Daniel Glickman | Studio CMO - a podcast by Golden Spiral, Shaping Technology Marketing

Daniel has successfully built acquisition teams and marketing departments, managed multi-million dollar marketing budgets, and delivered speeches to national audiences at CMWorld, B2B Marketing Forum, and MarTech.

Daniel has authored two books, Personalize This and Disrupt That, is the host of the B2U podcast, and founded, developed, and continues to run popular CMO Confessions meetups in Boston and Tel Aviv.

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Show Notes

Videos in universal search results have a 41% higher click-through rate than their plain text counterparts.

Daniel is the host of the B2U Podcast. Subscribe here.

Browse more resources on video marketing:

Six Videos Every SaaS Company Needs

How to Use Video in Your B2B Lead Nurturing Strategy

WE NEED MORE MARKETERS WHO CAN DO BOTH

There are often two types of marketers: analytical marketers and people-centered marketers. When in reality, we need more who can be both.

“You have to be able to do things at scale, to very analytically drive audiences and conversion pixels and really get things down by data. But, never forget we're dealing with people. We want to touch them emotionally.” - Daniel Glickman

People should not only buy from you because you have great product, but also because they know you and trust you.

THE ORIGIN AND TRANSFORMATION OF WAVE.VIDEO

Wave.video began as a very simple app that filled a huge demand: videos with high-quality backgrounds and text overlays.

In a year’s worth of research and development, Daniel’s team noticed a very interesting phenomenon. Companies that were really successful on social media, driving traffic, and creating buzz all had one thing in common: video marketing.

“The competitive advantage that we have to keep all the time is not by developing something really great. It's by constantly being ahead of everyone else at developing something great.” - Daniel Glickman

THE REVOLUTION OF VIDEO MARKETING

With 82% of all consumer internet traffic predicted to be online videos by 2022, we can confidently say that video marketing is the future.

However, it’s not about creating random videos. Daniel and his team discovered that companies successful with video all follow a methodology that mimics how content marketing affects the funnel.

Marketers are creating sequences of videos that are designed to lead people to action.

“In the early days of video marketing, people were just making videos without really thinking about strategy. And that's the missing piece.” - Daniel Glickman

WHY IS VIDEO A CRITICAL TACTIC FOR B2B MARKETERS TO EMPLOY IN THEIR STACK?

“Content marketing is not dead. We still need SEO. We still need text-based content. Video does not replace; it is just a way of tapping into new audiences.” - Daniel Glickman

Videos in universal search results have a higher reach than their plain text counterparts. If you’re considering a traditional content marketing perspective, adding a video layer on top of it or adding a video component can boost your SEO dramatically.

Make sure to have these types of videos in your B2B arsenal:

1. Live videos: Try live-streaming at an event or in-office. It doesn’t have to be perfect. If live video seems highly produced, it’s seen as inauthentic.
2. Promotional videos: These videos could be teasers for your marketing efforts, products, and services or even personalized for a client. Try playing around with text overlays and stock footage.
   

HOW TO MAINTAIN CONTROL OVER YOUR B2B COMPANY’S VIDEO MARKETING EFFORTS

It’s not about one specific video leading to another specific video. It’s about a series of videos around a specific topic leading to another series of videos around a different topic.

In your first video series, you could build awareness. In your second video series, you could build trust. In your third video series, you could pitch your solution.

The key to maintaining control over how and when users consume your videos is to let engagement die down before beginning the next phase.

HOW TO CONQUER THE B2B BONANZA

Producing videos on a regular cadence can get expensive. The challenge here, the B2B Bonanza, is figuring out how to utilize content you already have.

Thankfully, there's one thing that all B2B marketers have in their arsenal: webinars. Here’s what you can do with them:

1. Organize all your webinars. Decide what’s still relevant and for whom.

2. Take what you’ve already produced and put it behind some sort of gate. Tell your audience it’s only available if they take a certain action.

3. Create short clips of highlights in your webinars. You can create entire video funnels from a single webinar, and so many of us have a library full of them.

WAVE.VIDEO’S APPROACH TO VIDEO MARKETING

Before creating a blog post or email, Daniel’s team first decides what kind of video they want to deliver and the most effective way to do so.

Almost every week, Wave.video’s Facebook group posts a webinar featuring a guest influencer. Daniel’s team then creates a campaign based on that single video.

Here’s how it works:

1. Daniel’s team creates a blog post that’s written around the video rather than the other way around. The video gets embedded into the blog post to redirect traffic, increasing SEO value.
2. The guest influencer is asked to promote the post to help produce backlinks.
3. Pieces of the original recording are turned into short videos and posted to social channels.