How Vooza Uses Video to Grow and Retain Their Email List

Every time we see a company using video well in their email marketing, we do a little dance here at Wistia—nothing huge, just a little two step. The truth is, there are many ways to build out your email list, but some are more effective (and legal) than others. Video is one of the best tools for gathering email addresses because it offers an immersive experience and builds trust and rapport. Now, I don’t know about you, but I don’t give my email address to people I don’t trust. On the other hand, if I’m convinced that a company will deliver something helpful or delightful in my inbox, then sure, why not? Vooza’s creative business model and witty content have been featured in publications like TechCrunch and the Financial Times, but we decided to focus on how they’re using Wistia’s Turnstile email collector as an integral part of their video marketing strategy. We talked with Vooza’s CEO, Matt Ruby, about how they’ve used video to grow their email list in an unobtrusive way. ### About Vooza Vooza is a video content platform that uses native video advertising to pay the bills, but they also describe themselves as “a video comic strip about the startup world.” Curious what that looks like? This is one of my favorite episodes. It’s about phablets:

 

On Vooza’s homepage, you’ll find a library of episodes to watch. They’ve covered a lot of relatable topics, like “How to Dress at a Startup” and “Power Posing.” After each episode, a post-roll ad plays, then a Turnstile email collector slides onto the scene like a classy zamboni. “Having the Wistia API has been a big win,” Matt said. “Our developers have been able to build post-roll ad functionality and create a custom video environment.” ### Growing an email list with Turnstile “We like using Turnstile for a number of reasons,” Matt explained. “When we embed videos on other sites, our Turnstiles show up and generate leads. It’s great to know that wherever our videos are featured, there will be a way for us to gain a long-term fan when it’s done.” With views and ad revenue as their top priorities, growing their email list is crucial.

“It’s great to know that wherever our videos are featured, there will be a way for us to gain a long-term fan when it’s done.”

Matt explained, “It’s the best way for us to stay on people’s minds (and in their inbox). It’s easy to get lost in the clutter of Facebook, Twitter, etc., so being able to stay in touch with our fans on a weekly basis is invaluable. Email is definitely the best way for us to drive traffic to the videos and interact with people who dig us.” The following video has garnered the highest conversion rate thus far and contributed to Vooza’s growing email list, which is in the tens of thousands and up 15% from last year.

 

### Prioritizing the viewing experience If you explore Vooza’s site, you’ll notice that all of the Turnstiles appear at the end of their videos. Matt and the Vooza team agree that overall, Wistia’s player makes their videos and website less “noisy.” Their decision to place Turnstiles at the end of each video, rather than at the beginning or in the middle, is a conscious choice to provide an optimal experience for their audience. “We’re hesitant to interrupt the viewing experience,” said Matt. “Our episodes and ads have a narrative flow to them.” In the future, Vooza’s engineering team hopes to experiment with building some pre-roll ads, but the Turnstiles will remain as closing curtains. For companies with different goals and priorities, decisions regarding CTA placement in videos will vary. If you’re curious to learn more about how Turnstile placement can affect conversion rate, we wrote a blog post highlighting some of the stats and trends we’ve seen from thousands of videos with Turnstiles in them. ### Consistently delivering delight Capturing email addresses is hard enough, but retaining your email audience and convincing them to engage with your content repeatedly is a whole different challenge. In Vooza’s case, they feature a new weekly episode at the top of every email, and follow it up with funny jokes from Twitter, news about press mentions and contests, and a link to an older episode. This consistent email schedule and format builds trust and anticipation. *I wonder what next week’s episode will be?* The video thumbnail is pretty hard to resist when you’ve learned to expect a quick, hilarious portrayal of startup life. Who doesn’t want to be entertained (and in some instances, validated) for a couple of minutes? **What video marketing tactics do you use to grow your email list? Have you ever used a video thumbnail in an email? Let us know in the comments below!**

LIBRARY » STRATEGY

Using Video and Email Together

Marketing goals, technical limitations, and user experience

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Build the Company You Want to Work For

Company culture isn’t a fixed thing—it’s a constant work in progress. We have a few big decisions that we want to get right. How should we give employee feedback? What are our company values? How should we structure our organization? We know that decisions around these big questions will have a huge impact on our culture. But there are many smaller decisions that everyone on the team makes every day. They’re easy to overlook when you’re busy putting out bigger fires, but they’re worth paying attention to. Compromise on those decisions, and your company culture will incrementally evolve in the wrong direction until it’s something unrecognizable. Ultimately, it’s these tiny pivots that shape company culture over time. At Wistia, with each decision, we try to ask ourselves a basic question to guide the evolution of our culture: “Will I be more or less likely to want to work here after this decision?” ### Startup founder: question yourself As a startup founder, you want to give your company your all. It’s easy to take the ups and downs personally, and your own self-esteem is often tied to the company. Ironically, it’s possible to put so much passion into your company that you destroy your own culture. As the founder of a company, you’re invested in its success in a way that your employees simply aren’t. That type of investment and ownership is a huge motivator that can overshadow all of the other reasons that you started the business. In the name of “winning,” many founders push too hard. They undermine their team’s ability to do great work by focusing on the short term, chasing trends, and imitating competitors. Passion, when left unchecked, can actually lead to poor decisions that end up compromising work culture. Before you know it, you can create a place where your team doesn’t want to work. And chances are, you won’t want to work there either. #### How we started As founders, my co-founder Brendan and I were green, so we didn’t understand how to manage and lead. Our decisions and behaviors were dictated by preconceived notions of what it meant to be in charge—based off of bosses we saw on TV and in films. - Telling people what to do? Sounds like a boss. - Closed-door meetings and secret office chatter? Just part of doing business. - Having an answer for everything? Check. In our early days, we didn’t treat some of our employees as well as we could have, and we waited too long to solve ongoing problems. As these issues began to arise more frequently, we started to ask ourselves: “If this weren’t our company, would we actually want to work here?”

“If this weren’t our company, would we actually want to work here?”

It wasn’t until we took a step back and looked at our company from a different perspective that we decided that we had to change. Through this lens, decisions became easier to make. - Do we want to work for a company where decision making is hoarded instead of distributed across the team? Nope. - Does executing someone else’s marching orders sound more attractive than creating your own work schedule? Seems like an easy decision to me. We realized that we owned the company culture. Not just because we owned the company, but also because we had to live and work with what we helped to create. When we started paying attention to these seemingly small day-to-day decisions, we felt empowered to build our own, distinct culture based on what we thought an enjoyable work environment looked like. #### Always come back to “why” We’ve been working on Wistia for nearly 10 years. People in the startup world launch 5 companies in the time we’ve been building one. Through our years of ups and downs, we’ve learned that you often circle back to the “why” of your work—especially if you’re a company founder. You ask yourself: “Of all the places in the world I could be working, why do I want to work at this company?” If you haven’t created a culture that you want to work in, you’ll quit. But if you have, and you’re a little bit lucky, you’ll end up with a job you wouldn’t sell or trade. ### Question everything As your company grows, your culture isn’t about the founders. It’s not about the CEO. And it’s not about the early team. It’s about everybody questioning their own individual decisions, and how those decisions shape the environment of the people around them. When everyone asks themselves how their actions affect the company culture, you create a positive feedback loop. Your teammates’ individual values become the values of the company, and over time, you foster a community of people that’s excited to arrive at work each day. #### Fun work Fundamentally, we all hate doing work that we don’t enjoy. We don’t bring our best effort and do our best work when we don’t care about it. That’s why one of our company values is Fun Work. It’s our belief that if you can find a way to make the actual doing of the work more fun, then you’ll be able to do it for longer, and you’ll end up doing a better job. If we aim for Fun Work, then we’re actively putting ourselves in a great position to build a company that lasts. ### Impressive growth comes from impressive culture Fostering a strong company culture is incredibly hard, because it’s a matter of constant vigilance and daily habit—not a one-off fix. By putting your culture first, you’ll make an enormous positive impact on your company’s likelihood of success. Look at the companies in your space that are truly excelling—in terms of both the balance sheet and their employees’ well-being. Behind their accomplishments, you’ll find a strong company culture. So go out and build the company you want to work for. One decision at a time.

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#WistiaChat Round Two: Producing Video on a Team of One

We did it! Thanks for helping make our second bi-weekly #WistiaChat was a great success! We spoke about mastering video production on a one-person team, including which tools to use, resources to bookmark, how to push for video in marketing, and more. In case you missed it, here’s a recap of what was said, shared, gif’d, and advised. ### You’re not alone—being a solo video producer isn’t uncommon. Most of the folks who chimed in said they were their team’s lone video rangers. From video production to editing to animation, many video professionals work alone. If you’re lucky enough to be on a video team, you may be responsible for a specific section, separating yourself from the pack. - “Our whole company @wyzowl is all about making videos! The animated kind. When it comes to live action, it’s just me.” @ToriaPardoe - “Yup, across 12 global offices, I’m the video producer!” @PGKosmal - “My video team is the same as my development team. Me, myself, and I. We make a hell of a cup of coffee though.” @EliteYouTubePro You can see what everyone said about their team numbers on Twitter. ### The right equipment makes the job so much easier. We all have that go-to piece of equipment we can’t live without. We heard some great equipment tips and must-buys from you all. Time to update that holiday wish list! - “Just 1 piece of equipment? It would have to be my ZoomH6 with the capsules.” @NikkiDPQ - “C100 Mk ii. Got it this past Spring—LOVE it. Runner up/Accessory: Rode NTG3. I can’t stand lav audio anymore.” @applehockey - “My @ZoomSound H5. Compact, versatile, provides me with great audio.” @rdubb205 - “Been rocking a Canon 60D for about 5 years now. Fave lens: Sigma 18-35mm f1.8.” @gheedough Get up on all the tools Wistians love on Twitter. ### Sometimes we have to convince others that video is a powerful marketing tool. If you work at a video production agency, you’re probably already in good hands. For those working in other industries, however, getting video recognized as a major player in marketing might take some strategic thinking. Here’s how Wistians bat for video on their teams: - “Prove its worth by showing how it affects sales and customer success. Link video engagement with actions taken on a page.” @inhouseproducer - “”[S]ell the idea of data driven nurturing. show the impact of video content as it pertains to the sales funnel.“ @Philwesson - "Make it, share it, track it. Create stories and engaging content that no-one else in the company can.” @SimpleLampoon - “Starting to dive deeper into a production/analytics system that is geared toward lead qualification.” @rdubb205 See everyone else’s strategies on Twitter. ### Watching others’ videos can inspire your work. We all learn from fellow folks in our field. Watching others’ work allows us to get ideas and inspiration for our future projects. - “Everything @fixingyourvideo and @CalebWojcik have been putting out is wonderful” @KevinKnechton - “Our team loved the video campaign "At Home with RA” by @solarcity. Resulted in 61% increase in customers in a single quarter.“ @IndieWhip - "Just saw this red bull bmx video today. It’s unique and killer. kaleidoscope.redbull.com” @austin__saylor See all of the inspiring videos Wistians mentioned on Twitter. ### There’s a ton of places to go to for support. In any field, a place to turn for advice is crucial to success. Lucky for us, there are many places on the web that can make our lives just a little easier. Here’s where Wistians go when they need a hand: - “@motionographer is a favorite for what’s exciting in the motion space. Constant source of inspiration.” @inhouseproducer - “I love cruising @Videostatic and @likecool for inspiration. Also been known to cruise @sandwich from time to time.” @crlvideo - “I think @unsplash has some of the best free images around, and @videocopilot for his awesome AE tutorials.” @PGKosmal - “Wistia library (obvi), nofilmschool.com, @StoryandHeart, diyvideoguy.com (@CalebWojcik), Planet 5D.” `@matt_uh_lyn` Check out other resources Wistians love on Twitter. ### There’s a lot we wish we’d learned sooner. We all start somewhere, but sometimes, we wish we would’ve started a little further along. If you’re a beginner in video production, here’s an opportunity to take some advice from folks who’ve been there. - “Don’t stop filming. You never know the impact you are doing until people ask you ‘Why did you stop publishing?’” @joseimprime - “Do a radio edit first. Build the story w/ the audio and then focus on the visuals. You can always get more b-roll.” @DianaEMadrigal - “Just because you learned how to do a new transition or fade, does not mean you should use every one you know now.” @EliteYouTubePro Get all the most important tips you need on Twitter.

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Thank you so much to everyone who participated in our #WistiaChat! We hope you’ll join us in our Community where we have these conversations every single day. See you there and give us a holler at @wistia and @margotcodes.

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Combining Video Data With Marketing Data

To measure and improve your video content’s ROI, I firmly believe that you must integrate it into the rest of your marketing efforts. One easy way to do that is to start combining your video data with the rest of your marketing data. Regardless of how you’re tracking marketing results and which tools you’re using, there’s a way to incorporate video insights into that workflow. That sounds good in theory, but how do you actually do it? Below, I’ll outline 3 examples of what this looks like in practice. ### 1. Track video events as part of your website analytics One basic question we ask ourselves frequently is, “how are visitors interacting with our site?” And more specifically, which interactions are helping to drive conversions? To answer these questions, we spend a lot of time in Google Analytics analyzing our website traffic. Since Wistia automatically passes all video events into GA, we can now report how individual videos influence our funnel and conversion rates. GA’s “audience segments” feature makes this simple to do. At Wistia, we create audience segments for the videos most closely tied to conversion. In this example, we are filtering visitors who’ve viewed our “Why Pay for Pro Video Hosting” video. With this audience segment defined, we can compare the behavior of those who’ve watched this video with those who haven’t. For that comparison, the variables we tend to focus on are: visit duration, repeat visits, and conversion rates. The power of audience segments is that you can define and combine them as you see fit—you can look at visitors who watched video A, didn’t watch video B, and visited your pricing page. Like any other analytics approach, I recommend starting simple and layering on complexity as you go. In addition to creating segments based on video viewing, you can also create segments for viewers who enter their information via Turnstile or click on your annotations and calls to action. ### 2. Compare leads from different sources With Turnstile, you can start to incorporate lead capture as part of your video efforts. Ideally, “video leads” are only a portion of your lead generation activities. Here at Wistia, we collect leads through a free trial of our product, resource downloads (like free music or email templates), webinars with partners, and more.
Instead of analyzing our video leads in isolation, we look at video as one channel among many. In practice, we integrate this data in our marketing automation platform, but the same can be done in Google Analytics, your email service provider, or even just in Excel. The goal is simply to understand where leads are coming from, and the quality of those leads by channel. I would definitely recommend starting broad in your definition of channels and moving toward a more granular approach as required. For example, I suggest grouping your videos into meaningful categories, rather than evaluating each video individually. In the example below, we’ve used very broad categories to define channels, leaving us the option to dig in deeper while also offering a high level look at performance. With all this information in one place, we can see how our videos are contributing to our overall lead generation strategy.We can also compare the videos in our production library with our webinars to see which source is producing the most qualified leads. ### 3. Score leads and notify your sales team Incorporating lead scoring into your workflow is a great way to increase the efficiency of your marketing and bridge the gap between marketing and sales. Most commonly, lead scoring is driven by webpage visits (with more points assigned to high value pages, like your pricing page), resource downloads, and product demos. Adding video events to your lead scoring algorithm gives you another key trigger to measure prospect interest. If you’re using marketing automation, this is now incredibly easy to do. In the example below, we assign 10 points to each lead who watches 100% of our “Why pay for pro video hosting?” video. I’d recommend starting simple, by just adding a couple of your high value videos to your scoring algorithm. Once you have that up and running, you can add a ton more complexity by scoring leads based on where they are in the buying cycle. Taking this one step further, you can also set up real-time alerts for your sales team when one of their assigned prospects is watching a key video. This alert, combined with Wistia’s video heatmap showing which sections of the video a prospect engaged with, gives your sales team a great opportunity to connect at exactly the right moment. There are a lot of ways to incorporate video into your marketing automation, but we hope these examples help some of you get started! Already using video and marketing automation together? Let us know how in the Community!

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Video SEO Just Got Better: Meet Wistia's New Standard Embed

Over the past few months, we’ve been focused on finding ways to streamline the optimization process, and make Video SEO simpler and more effective for Wistia customers. With that in mind, we’re really excited to share that some recent releases have made Wistia embed codes better for search engine optimization.

 

You heard right. Video SEO is back, and the improvements we’ve made are available for all of our customers. We’ve taken the core functionality from our old SEO embed, and developed a new Standard embed that does all of the same work, but it loads faster and more reliably. It also involves significantly less code (which means there’s less risk of losing something while copying and pasting, or breaking a CMS). Go ahead and scroll through the embed codes below. There’s quite a difference! #### The old SEO embed code: “`html

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#WistiaChat Round One: Marketing Automation

Last week, we kicked off our new bi-weekly TweetChat series, #WistiaChat, with a topic everyone’s been buzzing about lately—marketing automation. How does marketing automation help you reach your business goals? Do you incorporate video in your marketing automation strategy? During our chat, experts from the video marketing world and beyond chimed in with answers to questions like these. We asked, you responded, and we all learned a whole lot. Here’s a recap of some highlights from this #WistiaChat: ### Budgets and bandwidth can slow progress Many video marketing folks function as a team of one. It can certainly be challenging—not only to find the budget to execute your plans, but also to find the bandwidth. It’s true that marketing automation is not for every team, but learning new tools and potential processes to increase efficiency can’t hurt.

A1. having the people/budget to follow through with our ideas. Especially video ideas since our video team is just me #WistiaChat

— Matilyn Ozment (@matt_uh_lyn) October 27, 2015

### When marketing automation works, it really works For many of our #WistiaChat guests, marketing automation is a no-brainer. Maybe you’re using video data to score leads and optimize the sales cycle? Perhaps you want to grow your email list and deliver relevant content to the right people? Whatever the driving factor may be, video and marketing automation can contribute to a robust marketing strategy.

A2. It allows us to nature a relationship over time and offer value in terms of content to those who want/need it #WistiaChat

— Steven Howe (@StevenHowe) October 27, 2015

A2 It has helped us put our thoughts or assumptions about our visitors into a database that we can make informed decisions on #WistiaChat

— DannyLoeschen (@DannyLoeschen) October 27, 2015

### People are using video in all different ways From video teasers to tutorials, folding video into your marketing automation strategy is incredibly powerful. Why not maximize the return on your investment in that video you just spent hours shooting and editing? Many of our #WistiaChat guests recognize this benefit and are using marketing automation to improve the reach of their content.

A3. Fo sho, and will be doing more! We use video for tutorials and will be including those in automated product marketing plans #WistiaChat

— Help Scout (@helpscout) October 27, 2015

A3: we’re looking fwd to testing out using videos on landing pages to tease our longform content (whitepapers, ebooks, etc) #WistiaChat

— Joseph Arnold (@JosephArnold) October 27, 2015

### Email lists are filling fast These days, it’s easy for prospects to stop by your website, poke around, and then leave, never to be heard from again. Staying in touch with the people who actually like what you’re producing is crucial. Many Wistia customers use our Turnstile feature to collect names and email addresses. Collecting emails and sending content to well-aligned recipients may sound complicated and time-consuming, but doesn’t have to be a painful process when it’s integrated with marketing automation.

A4: turnstile, turnstile, turnstile #wistiachat

— IAN (@iservin) October 27, 2015

A4 Smart forms, gated content, integrated online chat, and social interaction. #WistiaChat

— DannyLoeschen (@DannyLoeschen) October 27, 2015

### See you next time! Want an even more in-depth look at what went down during the chat? Check out our Storify! We’re always open to suggestions for new #WistiaChat topics to explore in the future, so please let us know if you have something in mind in the comments below. If you’re feeling some FOMO from missing out on our first #WistiaChat, never fear—our next chat is Tuesday, November 10th at 3 PM, and it’s all about video production and shooting video solo. Be sure to join us!

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What Football Taught Me About Community Building

Much of what I’ve learned about community building, I’ve learned from watching football. Football fans have a structured community that they take wherever they go, making it easy for them to reach out to members and develop lifelong relationships. If you look closely at the football fan’s average Sunday, you’ll see methods, tactics, and relationships that community managers work with every day. ### Creating community relationships Football is played, broadcasted, and loved, all over the United States. It’s a sport that brings folks together with feelings of belonging, loyalty, and passion. Everyone can be a part of a football community. There aren’t many barriers to entry—if you have a home state, you’re in. You can go to any sports bar in any state and have a quick way to introduce yourself to others all before first down. Walking into a sports bar as a football fan reminds me of the phrase “strangers are just friends you haven’t met yet.” Introductions can come last, with conversations about the game taking precedent. As community managers, we often think about ways to start conversations and nurture relationships between our members. When walking into a new sports bar without knowing anyone, starting those relationships is as simple as asking, “who’s your team?”.

“As community managers, we often think about ways to start conversations and nurture relationships between our members.”

### Showing up You can’t have a thriving community without folks showing up. Whether people participate online or in person, a community needs its members. The consistency of in-person community events is a clear path for those who want to become a part of it—every Thursday, Sunday, and Monday night, whether at a bar or a friend’s house, football fans can count on a community get-together. If they prefer to participate online, that’s an option where relationships can be developed—just ask this recently married Michigan couple, who met thanks to the ESPN comments section. Such consistency assures people that their community is sticking around, creates a top-of-mind mentality, and soothes the guilt that comes with missing a meeting. Events that are infrequent and inconsistent carry a lot of weight, and folks who don’t come are left with a feeling of missing out, questioning their belonging in the group. Scheduling events regularly and assuring people that opportunities for participation will come soon gets them excited for future meetings and keeps them involved in the community. ### Inspiring conversation A quiet community is one that isn’t prospering. Finding out a community’s interests and values, as well as inspiring conversations organically, are important parts of a CMGR’s daily routine. In football, there’s no shortage of conversation. Everyone in the space is there for the same reason—to watch their team win and to talk about the game. As with communities like reddit and Duolingo, football has its own language. Folks feel as if they are part of somewhere they can belong, and therefore put time and attention into learning the many rules of the NFL. From the Use of Hands rules to the official signals, the 86-page constantly changing rule book allows for plenty of conversation. All of those rules, although a ton to talk about, may seem like a barrier for people wanting to get into the game. However, once folks start asking questions, the football community’s mentor/mentee mentality comes out. ### The mentor-mentee phenomenon The only people who know each NFL official rule are the teams and the officials (if you claim to know them all, please get at me—I want to follow you on Twitter). We’ll never know everything there is to know about football, and that’s okay. This constant learning is what inspires conversations in the community. When folks don’t know why a call is made, or what a rule means for the play, there will always be someone around to explain.

“This constant learning is what inspires conversations in the community.”

People who don’t know much about football but are eager to learn will fall into the mentee category, while others who have deeper knowledge will be mentors. Getting new members of the football community up to speed is beneficial for everyone—the community conversations become more engaging, and the level of conversation has more depth. In the process of asking and answering questions, the community becomes stronger and fosters friendships. ### The competition Football is all about the competition. Loyal fans back their teams as they play one another for a chance at the Super Bowl. Competition is inherent to the game. Unlike many communities where confrontation is avoided, the football community thrives on it.

 

The unspoken community rules draw a line between insulting someone personally and ragging on their team in the heat of the moment. Allowing fans to get loud at an opposing team may actually help to bring members together through the smack talk. Drinks are bought for fans of a losing team, and an element of respect stays with community members, whether their teams have won or lost. Most communities have a set of shared values. The respect shown to football community members stems from a value of loyalty. Fans are loyal to their teams throughout their lives, win or lose. A member who exemplifies that loyalty through hard times gains the respect of other community members and is an integral part of the group. ### Community takeaways - Make your events consistent. Whether you’re having a TweetChat, a bi-weekly Meetup, or a monthly happy hour, make sure your community members know when it’s happening, and that another is on the way. This allows for consistent opportunities for engagement and gives members reassurance that your community is sticking around. - Information is key. Football conversations are bustling and engaging because there’s always more to learn. What information can you give to your community members that will provide value and something to discuss? Find it, write it, and let it in the wild. We recently shared a blog post and inspired a conversation around lead scoring with video—all to spread information to our community members. - Create a secret language. It doesn’t have to be Klingon. It can be something as simple as a few names for community terms, such as “upvote” on reddit, or “Lingon” on Duolingo. These terms will give your community members a sense of belonging and identity—they know something others don’t and can use shared terms to chat. - Allow competition. A little healthy competition can inspire your community members and help them gain respect for one another. Make sure to offer opportunities for folks to work together on projects. When hard work is shared and acknowledged, members will get to know others in the space, and will respect them for their efforts. - Think about your mentor/mentee situation. How do people ask for help from others who know what they’re talking about? How do you establish a space that is trusting and accepting of new members? We recently introduced a new Intros category in the Wistia Community to help new Wistians dive in—go ahead, introduce yourself!

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