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Episode 7: “The Brandwagon Interviews” Podcast with Patrick Campbell of ProfitWell

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From tactics to taglines, Wistia’s CEO, Chris Savage, chats marketing with the brains behind successful brands on our new video series, Brandwagon. Last week, Chris sat down with Brendan Gaul, Global Chief Content Officer and Head of UM Studios at the full-service media agency UM Worldwide, to learn about the agency’s award-winning documentary film, 5B. Today, we’re excited to share our extended interview with this week’s guest, Patrick Campbell, CEO of ProfitWell.

Check out the episode to hear Patrick talk about why the B2B SaaS company shifted its content strategy to create binge-worthy shows that focus on building an engaged audience for their brand.

Or listen on: Apple Podcasts | Spotify | Stitcher

Watch the actual Brandwagon episode here!

ProfitWell provides pricing and retention solutions to subscription-based companies. Like many marketers, the business once was all-in on cranking out written content to offer value and convert people into customers. However, Patrick Campbell noticed the declining effectiveness of e-books and blog posts in terms of company resources and gaining fans for their brand.

Today, Patrick has steered ProfitWell toward producing shows and restructured his team to accommodate this new initiative. The business currently has over 10 shows in the works and is fully invested in marketing their content like a media company. On this episode, we hear more about how the creation of episodic video content has become one of ProfitWell’s primary marketing vehicles.

patrick campbell

“For us, we think about needing to be one of the centers of the subscription ecosystem, and one of the main ways that we think we’re going to be able to do that is actually treating content like shows — like we’re building an actual network that’ll allow us to build subscribers, build brand, build that experience, and be one of the authorities within the space. ” On this episode of The Brandwagon Interviews, Patrick Campbell describes the impact producing shows as a content strategy has had on the company and the brand.

Here are some of the lessons learned throughout the episode:

  • Treat the video content you create like a product
  • Develop an engaged audience by appealing to a niche
  • Reframe and reuse your master content for marketing purposes

Short on time? Check out some of our favorite moments during this interview between Chris and Patrick.

4:54 – Subscription-business experts

After some healthy talk about oat milk, favorite films, and magicians, Chris dives in with some questions for Patrick Campbell of ProfitWell. ProfitWell provides analytics and products to help subscription-based companies grow their businesses. Patrick gives an overview of ProfitWell and shares how they’re treating their content as a product, creating shows as one of their primary marketing vehicles.

6:30 – Using shows to build their brand

Using shows to promote an analytics and reporting company is an interesting strategy. Savage asks how Patrick got started creating shows. Campbell, who has a data-science background, talks about how ProfitWell went from blogging and creating e-books to producing shows and their thinking behind that shift. He shares some data around the density of written content, including statistics about the declining effectiveness of e-books and the average cost of creating a written offer sequence vs. creating a show. Plus, Patrick explains how shows at “the bottom of the top of the funnel” is where your audience is more likely to binge.

13:21 – Matching an audience with your show

ProfitWell produces multiple shows, including Pricing Page Teardown, Subscription 60, The ProfitWell Report, and Protect the Hustle. How is ProfitWell thinking about their audiences when they’re making these shows? They’ve considered the audience with each one of their shows, and Patrick discusses the production implications around their decision making.

15:47 – Team and production value

Patrick and Chris talk about where ProfitWell’s production team started and where it’s headed. The company kicked off its show production with one videographer, and they’ve evolved into a larger team to help service the other shows they’re launching. According to Patrick, creating a show is easier than most companies think, but it’s also more than simply mirroring the style of other show creators out there, like Gary Vaynerchuck.

20:32 – How to get started

What’s Campbell’s advice for people who are getting started and want to make shows? Patrick’s answer: hire a videographer. You’ll be making great content to push your business forward, and it’s about the same cost as hiring a content manager.

21:41 – The why of shows

Savage wonders, “Why a show model?” Campbell shares his thinking and talks about how nurture and other content campaigns focus on conversion instead of building an audience. Shows, on the other hand, make it all about the audience. And while shows put the responsibility of conversion on the audience (which requires you to have a bit more faith in the content), they also keep your customers engaged rather than aggravated. In a time where customer acquisition costs are up 70%, value is what’s selling. The best way to demonstrate your value is to show off your brand.

25:03 – “Consume a ton of content”

What was the iterative process that ProfitWell went through to get where they are now? What did they learn along the way? Patrick suggests that persona-based shows are the way to go at first and to dive into a topic that’s pretty specific. Another thing? Consume a ton of content! Watch makeup tutorials, watch ESPN, watch Gary V, watch the nightly news — catalog formats. Patrick encourages people to be OK with niche audiences. You may not see the impact right away, but there’s inherent volume in developing an engaged audience.

27:17 – (Show)verview

Speaking about how many shows the business is currently producing, Campbell shares that they’re working on over 10 distinct shows at the moment and describes how they landed on each show’s concept. They also talk about how Profitwell sees the content as a product and how they’re marketing that content. Patrick talks about how their shows can be broken down to use as social media content so that all of their master content can be reframed and reused for marketing purposes.

36:45 – What’s working? And what’s not?

With so much riding on their content, what’s working and what’s not working for ProfitWell as they’ve started using this strategy? Campbell considers what’s working from a production standpoint and how they arrived at their current production workflow. On the other hand, Patrick talks about how creative burnout has affected their team and how they’re trying to address the issue by restructuring their team.

41:24 – The ProfitWell production team

Just under 10% of the staff at ProfitWell make up the production team. Patrick details how their team is structured and reveals that the production team is their entire content team. Making shows is nearly all of their marketing efforts at this time, but the strategy is having an incredible impact on the business while building their brand in unprecedented ways.

44:52 – The power of the superfan

ProfitWell has a #1 superfan! Having a relationship with that customer has encouraged them to make content for an audience of one person. Savage talks about the power of brand ambassadors and how making videos for small audiences can have a big impact on your business. They discuss how traditional companies are afraid of the “show” approach and Patrick suggests that only a few things need to happen to make a successful show — though having a VP or a CMO with a vision is pretty important.

51:06 – The modern network

Patrick firmly believes networks are the best companies in the world at acquiring audiences. ProfitWell is calling itself a network and Savage wants to know why. Hear the decision behind this statement and the brands that inspired the language around their show offerings — including the Bloomberg network (as opposed to the Bloomberg Terminal).

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Video Marketing

What is Design and how it influences your company

Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets

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Today there are thousands of companies in the most varied sectors competing for the same territory. It’s becoming increasingly difficult to gain some awareness and attract customers. To stand out from the competition you need assets. Aces. A good card. Let’s talk about one in particular. The design! Design as a holistic approach, capable of solving problems not only stylistic, but of all types. You can make your product unique, create a culture associated with your company and influence your investors and customers.

 

How Design Influences Your Company’s Brand and Culture

A company’s culture is based on beliefs and values. These are communicated through various points of contact. They change perceptions, behaviors and understandings. Contact points must be genuine, they must be exclusive to your company. The thinking and research behind design can help you create the story of your business. A competent designer plays a decisive role in planning your strategic decisions and in building that same culture. The sooner the results are defined, the faster it will grow in the right direction.

 

When you know what your company stands for, it’s simpler to build your brand. This goes beyond the logo, the look of the website or the products: the brand is the value that your customers and investors get with you.

 

How Design Influences the Product Experience

In the past, it was possible to achieve success almost by chance. But luck has been losing ground in the business scenario. The democratization of the internet has opened the door to creativity. We have people capable of getting a product up and running faster than ever. Competition is fierce. The standards for what is considered a successful product have also changed over time. Currently, customers expect a great user experience on the first click, on the first contact. As smartphones and tablets spread – with people searching for everything on these devices – potential customers’ expectations soar. Tolerance levels have also changed.

 

If your website is not visually appealing, if your application has a complex and buggy interface, you can be sure that you will lose customers in a matter of seconds. People want simple technological experiences. And design plays an extremely important role in ensuring the satisfaction of its customers. At pixelinmotion the designer understands market standards and is already familiar with what the customer wants. With this knowledge, you will be able to create a solution from scratch, which will make your product more valuable compared to the competition.

At pixelinmotion, we believe in this philosophy of proximity. Our approach to design is attentive to trends and will be able to boost your company to stardom. Get to work!

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Video Marketing

How to Use Video Data in Your Next Retargeting Campaign

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Retargeting is a common marketing technique that serves ads to people who have visited your site or specific sections of your site. This tactic is a great way to remain top of mind with people who have already expressed interest in your brand. Many people treat every visitor to their site the same way, serving the same ads to everyone. Retargeting is a more nuanced approach that serves more relevant ad content based on behavior — thus providing a better experience.

With Wistia, we’ve made it super easy for you to hone in on your niche audiences by using Facebook, Instagram, Google, and YouTube to create different user segments based on actions that people take on your video.

Many businesses still haven’t taken advantage of the ability to segment visitors based on video behavior. Videos help potential customers build emotional connections with your brand, and people who have that connection are more likely to purchase in the future. In other words, when someone is willing to watch your 2–3-minute product video, there is a better chance that they’ll sign up for an account when prompted.

We’ve found that, on average, viewers who complete our product video are 15–20% more likely to convert than passive visitors.

“Viewers who complete our product video are 15–20% more likely to convert than passive visitors.”

Implementing segments like this within your retargeting campaigns allows you to reduce spend on less effective segments (like our homepage segment) while focusing on visitors who are farther along in your sales funnel and more connected to your brand.

Wistia allows you to keep track of key events like video engagement, video form conversions, channel subscriptions, and more. Once you connect these events with your retargeting provider, you’ll be efficiently serving up ads in no time!

The first thing you need to do is set up your integrations and then start creating segments in your retargeting provider. We’ll review how to do this across our four integration partners — Facebook, Instagram, Google, and YouTube.

Facebook & Instagram

Facebook acquired Instagram in 2012, and since then, the two have become one, making it super easy to advertise across both platforms.

First, we’ll quickly walk through how to set up the integration with FacebookAds. You can do this in your Wistia account under the account drop-down — you’ll see “integrations” as one of the options from this screen. Under the “promotion integrations” section, you’ll find “Facebook Ads.” Select the “connect” button to begin the process.

It’s important to note — you’ll need to log in with a Facebook account that has access to your Facebook Ads account and accept the user permissions. That’s it! Voila — easy peasy.

With the integration live, Wistia will begin to send viewer event data for any video you have embedded on your website to Facebook. Now you can get started targeting your ads with Reach & Retarget!

Facebook and Instagram give you several options for video-related “events,” including:

  • Percent watched
  • Seconds watched
  • Played Video
  • Subscribed

Once audiences are enabled, they will appear in the Audiences section of your Facebook Ads account. You can also log back in and create new audiences any time after the integration is live. You’ll do this by creating a “custom audience” and using “website traffic” as the data source.

On the Wistia side, we’ll also provide a few recommended audience segments in the “promote” section of your channel. If a segment feels relevant, simply select “enable” to set up the list.

Keep in mind that these pre-populated audiences are just suggestions — you’ll be able to set up many more variations of these in the Facebook Ads platform. This flexibility is really where the integration is most useful; it allows marketers to easily define and create custom audiences based on viewer behavior.

Google and YouTube

Similarly, Google acquired YouTube in 2006, so you’ll be able to easily manage ads across both platforms within Google Ads.

To set up this integration, you’ll need to connect Wistia to your Google Analytics account. Navigate to the account tab and select “integrations” (just like you did for the Facebook connection). Remember, you’ll need to be an account owner or manager to connect the accounts. From there, select “Google Analytics” and follow the prompts to connect the two platforms.

To feed this data into other Google properties, you’ll need to do a little work in your Google Analytics account — but we’ve got you covered!

In your Google Analytics account, head over to the admin panel. From there, you’ll see the main screen with several options; select “Google Ads Linking.” This workflow will allow you to send analytics data over to the Google Ads platform. And, since YouTube ads are managed through the Google Ads platform, you’ll be able to leverage this data across both platforms without any additional work.

If you’re curious about how a specific segment is performing, you can set up custom audiences in Google Analytics, which can also be sent over to Google Ads for retargeting. Alternatively, you can set up unique custom audiences directly within Google Ads.

Once the integration is live, we can start to send event data to the Google Analytics account that you’ve connected. The following events will be tracked:

  • Plays
  • % Watched
  • Conversions (i.e., Turnstile submissions)
  • Clicked Links (i.e., CTAs or annotations)
  • Subscribed
  • Time Watched

You’ll see a few suggested audiences in Wistia and can turn those on or off at any time. But remember — these are just a few ideas to help you get started. Get creative with your audiences and segments to really unlock the power of retargeting!


Ok, great, you have your integrations set up, and the data is rolling in. Now what?

Connecting your accounts is the easy part. The next step is to roll up your sleeves and start creating your custom audiences. Here are a few specific examples of how you can use video retargeting throughout the conversion funnel.

Build brand affinity with video series

Are you promoting a new show or video series? If so, nurturing folks to finish an episode and the series is a great way to keep viewers engaged and build brand affinity.

You can take two approaches to this. First, retarget folks who started but did not finish an episode. To do this, set up a list on each episode for viewers that did not complete a defined percentage of a video (<75%, as an example). Then, serve this segment ads reminding them to finish. The best part? With Wistia’s resumable video feature, viewers will be able to pick the video back up right where they left off. Pretty cool, huh?

The second approach is to retarget folks who did finish an episode to encourage them to continue their journey with the next episode. To do this, set up a segment based on video completions, and serve these viewers ads for your next episode.

Nudge prospects with helpful resources

Video can do so much more than simply drive awareness for your brand; it can be a powerful tool to help nurture folks through your sales funnel. An example of this would be to use retargeting to provide helpful and timely resources related to the problem that your product or service solves.

This segment could be folks who convert on a video (fill out a Turnstile form). For example, you might gate a webinar or robust video asset on your website and then retarget those viewers to take the next step in your conversion funnel, perhaps downloading a related asset or viewing a product demo.

Drive leads for super engaged viewers

Are you looking to drive qualified leads from your videos? If so, Wistia has you covered. The exact equation for how you qualify leads will vary — but the same logic still applies. To do this, decide on what specific actions you view as “qualified.”

Let’s take folks who watched a high percentage of a high-intent video. For example, if viewers complete more than 75% of a product demo video, you could retarget them to set up a call with a solutions consultant for a personalized walk-through.

These are just a few examples of how you can get creative and set up custom audiences for retargeting. The options are only limited to your imagination. Meet with your team to decide on a few key segments that make sense for your business, and start building your lists today!

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Video Marketing

Best Video Marketing Ideas For Festive Season 2020

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Video marketing

The way content was created earlier has now changed completely, and innovation is now becoming the key in today’s content creation.

About 78% of people are watching online videos on a weekly basis and 55% daily, it is a big opportunity for brands and corporations to focus their marketing strategies more towards creating videos. 

Video engages your audience more effectively than text content, and they can understand the message you want to deliver in a much easier way. 

With videos, your audience can learn about what your business is doing in their daily life rather than reading blogs. 

Your audience prefers to watch the video over text content as it takes less time than reading text content, and the flow of engaging with content remains constant. Thus, focusing on video is crucial for marketers in 2020. 

Are you planning to jump to create video content for your brand? Learn these best video marketing ideas to do wonders in 2020. 

Best Video Marketing Ideas For Festive Season 2020

1. Get Sales With Shoppable Videos

Sales are the most important aspect for any business especially when it is the festive season. This season brings an opportunity for the brands to leverage the consumer intent to make more purchases and gifts.

Shoppable videos are the videos where users can buy the products in real-time directly from the video.

As a brand, you can create shoppable videos using a visual marketing tactic called visual commerce platforms that allows you to curate video content, tag products, and publish the shoppable video gallery on website or online store.

2. Engage Audience With Storytelling

In 2020, marketing strategies are more focused on storytelling as it connects business with real-life emotions. 

Storytelling delivers the purpose of business and what value they are giving to their customers. Whether it is text content or video, storytelling is an effective way to gain the loyalty of your customers and build their trust in a brand. 

However, reading text is a tedious task; video with storytelling has a greater impact on your audience. Not only your customers will engage with your content, but they also comprehend the message easily. 

3. Create Short Videos With Message

Nobody wants to waste their time, especially when they are engaging with a brand’s marketing content. Keeping your video for a short duration for all platforms, whether social media, website or any place where your customers interact with you has a great impact on your business.  

Shorter videos also increase the possibility that the audience will watch an entire video rather than leaving in-between. 

When people see a video is too long, they even don’t like to click on it or if it is an ad they skip and do not watch it.

In order to connect with your audience in 2020, you have to focus on creating shorter videos about 5 seconds to 2 minutes. 

Also, remember that lengthiness of video depends on the platform where you are sharing the content.

Thus, it is found that shorter videos help in boosting brand awareness and engagement among online audiences by 30%.

4. Make Mobile-Friendly Videos With Vertical Watch Option

As people are watching more videos and using mobile phones instead of computer screens, demand for vertical videos that can be watched directly from mobile phones has increased.

75% of mobile users say they like to watch vertical videos instead of horizontally on the mobile experience. It is because, in vertical videos, the audience gets a full picture on their screen, and there is no extra content. 

Thus, make sure to create videos for your brand promotion and marketing that is responsive to any screen and can be played vertically. 

5. Make An Engaging Video With UGC

User-generated content is the essential component of the marketing strategy in 2020. It is helpful in building trust by letting know your new customers about what your existing customers are saying about your brand. 

User-generated content is effective because it is created by your customers themselves, and you do not pay them a single penny to create it. 

You can curate user-generated content using social media aggregators and make a video that tells your new customers about your happy customers. 

People talk about your brand over social media in various forms of content, whether images, text, or videos, you can collect these UGC videos and compile them to make a single compelling video to promote your business.

6. Create Video That Convert Audience

As a marketer, you have to make sure that the video content you create brings conversions. Not that it just delivers the message, but it should be compelling enough to drive traffic to buy your product. 

Create value in the content so that your audience feels connected and like to take the next step to make purchase decisions. 

Video is the essential component of the marketing funnel and makes your customer journey effective to make a purchase decision. 

Make sure the video should not be promotional but contrary a value that your audience needs to buy your product and solve their problems.  

7. Don’t Forget To Create Stories On Social Media.

As you publish your brand’s marketing video on various platforms, social media is the crucial network that you should focus on. These days social media platforms have added features in which you can add stories which are small videos that your followers can watch. 

These stories are effective in telling your audience about the daily activities and create entertaining content to engage with them. 

Instagram has 500 million active users who interact with social media content regularly. Now other platforms also have story features that make possible that you connect with your audience wherever they are. Thus it is a great opportunity to post stories on social media to interact with your followers regularly and tell them about your presence. 

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