- Trust Marketing Platform
Take an inside look at Widewail's video marketing strategy for 2022.
I’ve been working with Matt for almost two months now on a new video strategy for Widewail. Today, I want to take you inside our process.
This is how I’m thinking about the strategy generally:
For this post, I’ll go through how I’ve structured the strategy as we put this idea into motion so that you, the LMI audience, can learn from it and translate it to something that’s useful for your own business.
Matt and I recorded a 6-minute podcast on the process:
My first objective was to identify, at the highest level, which ideas Widewail customers believe in and how we could communicate those values more widely. Assuming that local marketers believe in our strategy, in time, they may look to partner with Widewail. Ideally, they would look to us to help facilitate the technical and scaling challenges associated with implementing a trust marketing strategy.
While the topics ebb and flow, each time we record a new video, we attempt to keep these core concepts in mind. Our ability to associate tactical topics or smaller ideas with core WIdewail is how we keep the content relevant to growing Widewail while also educating our audience.
I’ll spare you a long list of generic stats to make a case for why we are pursuing a video strategy.
There are four primary reasons:
How we record
When setting out we wanted to come up with an approach that was affordable and didn’t consume a significant amount of our team’s time. Originally, we were going to record longer podcast episodes and chunk out pieces of each episode for social media video content.
We ended up moving away from that strategy, at least for now, in part because it requires a lot more prep to produce an insightful 20-30 minute show. Being realistic about the skills we have on the team, focusing on shorter clips with Matt made the most sense.
Here’s our approach:
Between recording and editing, we dedicate an average of 1.5 hours per week to the process. Zoom, at our current level, is free and Descript costs us $30/month.
The real secret sauce for us is that Matt can put together an interesting 2-6 minute clip on the fly with little-to-no prep. Before joining Widewail, I managed the CarGurus YouTube channel, producing 400+ vehicle reviews and from experience, that level of comfort on camera is unusual. It certainly makes the whole process way more efficient.
Our Content Distribution Hierarchy
Here is how we currently distribute the video content, leading the way with Matt’s personal page.
We’ve decided to lead with Matt’s personal page as the tip of the spear because:
In the next few months, we are considering adding a media experience on our website and syndicating content to YouTube and Instagram.
Using Paid Social to Reach More People with Video
While our organic go-to-market strategy is the obvious first step, our ability to reach the broader market is limited. To expand our ability to communicate our key messages to specific industries and job titles at scale, we’re testing out a paid distribution strategy on social.
The hypothesis is that if we are able to effectively communicate the value of building trust, trust marketing and reputation management over and over again through video where potential Widewail customers are already hanging out, over time interest will increase.
Ad Testing Thus Far
Last week we wrapped up our initial 1-week paid video testing period. We started with three tests: a Widewail website visitor retargeting audience, automotive marketers audience and a property management marketers audience, each with its own unique video content.
In the short term, we are primarily interested in engagement and consumption metrics.
As an awareness and thought leadership play, over the mid-term (3-6 months) we expect to see interested companies contacting us directly via organic search or direct channels, rather than converting directly from the ad.
The week 1 test results:
Audience: Retargeting Widewail Site Traffic
Video Length: 6m
Cost per thruplay: $6.17
50% plays: 2
Video hook rate (3-second view/reach): 41%
Video hold rate (thruplay/reach): 6.8%
Audience: Automotive Marketers
Video length: 2m
Cost per thruplay: $0.31
50% plays: 46
Video hook rate: 7%
Video hold rate: 0.5%
Audience: Property Management Marketers
Video length: 1m20s
Cost per thruplay: $0.44
50% plays: 35
Video hook rate: 6.1%
Video hold rate: 0.38%
Video is a great way to connect with buyers and build trust. Operationally, it’s a more technical medium, but in many situations, I find the message is much more important than the quality. More than likely, a massive upfront investment isn’t necessary.
I’ve mentioned George Mack’s work in previous newsletters and I think his observation about the “content barbell” rings true for me:
My guess is that in time most marketers will end up focusing on content on the left side of the barbell, getting a lot of value out of Zoom recordings and customer videos shot on smartphones.
Eventually, we will have something on Widewail.com and, when we do, I’ll let you know.
See you in 2 weeks - Jake, Marketing @Widewail
I’m Marketing Manager here at Widewail, as well as a husband and new dad outside the office. In Vermont by way of Boston, where I grew the CarGurus YouTube channel from 0-100k subscribers. I love the outdoors and hate to be hot, so I’m doing just fine in the arctic Vermont we call home. Fun fact: I met my wife on the shuttle bus at Baltimore airport. Thanks for reading Widewail’s content!
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