The first ever edition of LOVE INBOUND was a fantastic opportunity to hear from some of the...
In our first-ever entry into Vidyard’s 2019 Video in Business Awards, Digital 22 was awarded a coveted runner up spot in a category featuring stiff competition. These awards are a way to celebrate modern marketing, sales and video production by experts that use video to create ways to solve challenges and solve generate better results.
Video helps to humanise communication with customers and offer personalised experiences. With such a big demand for video content, it’s changing the way businesses connect with consumers in a digital world.
What is Vidyard?
That’s where Vidyard comes in. It’s a leading video platform which helps businesses transform the way they communicate and drive more revenue through the strategic use of video. But it’s more than just views. It’s about the actual impact videos can have.
Vidyard allows us to go beyond simple video hosting and management. There are interactive, personalised video experienced, powerful insights, integrations and much more to turn viewers into customers.
The Performer
Digital 22 entered the Video Marketing Awards category, aiming for ‘The Performer’ award which was judged by the President of Heinz Marketing, Matt Heinz. This category revolved around the most impactful and strategic use of video content and tech to generate demand and a huge ROI.
Vidyard describes this as:
“The Performer knows that when it comes to video in business, views don’t count. This team uses video throughout the buyer’s journey to generate more leads, accelerate pipeline and close more deals - and has the data to back it up. The Performer is a best-in-class example of how to use video content and video analytics in a strategic and integrated way to deliver real business results.”
Upon finishing in second place, Digital 22’s Head of Creative, Paul Mortimer, shared his excitement at Digital 22’s latest achievement in a long line of major successes over the past year.
He said: “It’s really exciting to see how much videos continue to grow. As a digital marketing agency, it’s important we stay ahead of the curve when it comes to new strategies and video is no different.
“It’s working really well for us as an agency. It’s great that even more of our clients are adopting video marketing and the results they’re seeing from that are brilliant. To introduce video as an offering in 2018 and to now finish as a runner up in Vidyard’s awards a year and a bit later is a fantastic achievement.”
Our secret formula
So, how did we go from being video newcomers 18 months ago to the verge of capturing a video award from Vidyard? Well, we used inbound video to generate £1.6 million ROI within 12 months of adopting video and we’ve used our learnings since then to deliver great results for clients.
18 months ago, some of the Digital 22 team flew over to Boston for HubSpot’s annual INBOUND conference. We got the chance to interview Brian Halligan - CEO and Co-Founder of HubSpot - on our podcast, Inbound After Hours, where we wanted his opinion.
Everyone stated that we should be doing video. Brian backed this up as well, advising us to: “Start geeking out hard on video as opposed to text. Use video everywhere within your business.”
So that’s what we did.
After a brainstorming session with the team, we started to film everything with our £100 Sony camera. We created a video HUB, uploaded all of our videos on there and soon built up a bank of videos ranging from office videos to common questions our viewers were facing.
After reaching 211 videos, we embedded wherever we could. Website. Blogs. Everything in between. This kept growing bigger and after implementing video CTAs and full strategies, we could visibly see just how effective the impact was.
We received 25,164 video plays and 1,203 unique views but most importantly, viewers were taking action. Video viewers quickly turned into leads, leads then became SQLS and those that turned into customers resulted in a £1.9 million lifetime value.
Our video HUB played and still plays a big role in our video strategy success. It’s truly a great asset so if you want to take a look, hit the button below.
Why are we telling you this?
We’re telling you all of this because we know what does and doesn’t work. We have the figures to back it up and our second-place finish is a testament to this. With our in-house videography team, we know what we’re doing and can vouch for video as a good route to take in your business.
More than 50% of customers want to see videos from their favourite brands and it’s predicted that 82% of all internet traffic will be video by 2021. Video is no longer an afterthought. It’s everywhere, the demand for it is massive and it’s only heading in one direction.
If you’re interested in achieving similar results, catering to customer demand and want to add video to your next marketing campaign but you’re not sure how to get started, we’ve got you covered. We’ve created the ultimate, all-in-one resource on inbound video which is packed full of the information you need to successfully create engaging video content.
Download your guide to inbound video
Although video can work wonders, it’s important to know the ins and outs of everything to use it to its full potential. That’s where our inbound video guide can help. You’ll find everything from a deep dive on what inbound video is, where you can use it, types of videos to create and so much more.
To get your hands on this incredible resource, click on the link below.
