George B. Thomas
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Imagine a world where marketing is like a superhero movie – full of action, color, and engaging stories. That's the world of video marketing today!
Are you ready to level up your video game with HubSpot? If you're nodding yes, you're in the perfect spot! Since 2014, I’ve been leveraging video for marketing, sales, brand building, and more.
In this article, we’ll discuss embracing video and HubSpot for a knockout video strategy for your business. But first, let’s lay the groundwork!
The Power of Video in Today's Marketing World
In the past two to four years, video has skyrocketed from another marketing tool to an absolute game-changer. It's different between reading about Superman and watching him fly across the screen.
Now, that would be super cool!
Video brings marketing to life, making it more engaging, memorable, and fun for prospects, leads, and customers. But you might be wondering why video is for you.
As humans, our brains are wired to love videos. It's like feeding your brain its favorite snack.
Which, of course, is a bowl of Cinnamon Toast Crunch and vanilla ice cream in the perfect ration for your fabulous taste buds!
Videos combine visuals, sound, and storytelling, making them incredibly effective at grabbing and holding your audience's attention.
Let me ask you a quick question!
Would you instead read a lengthy product description or watch a 30-second clip showing the product in action?
Most people would choose the video – it's quicker, easier, and more entertaining. In this business case, ask yourself, “How can I streamline the learning process?”
Many times, the answer to that will be by leveraging storytelling.
A well-crafted video can tell a compelling story in a way that text or images alone can't match. It's like comparing a campfire story to a full-blown theater production.
Now, while I like the occasional campfire story, I’ve spent more money at the theater. Make your website, social media channels, and sales conversation like the “theater” of your brand with the power of video.
Videos allow brands like yours to create emotional connections with their audience, which is critical to building trust and loyalty.
Sound familiar?
"People don't buy for logical reasons. They buy for emotional reasons.” ~ Zig Ziglar
Looking ahead, the importance of videos in marketing will only grow stronger day by day and year by year. It's not just a passing trend; it's the future.
Brands that don't jump on the video bandwagon risk being left behind, like a VHS tape or Blockbuster, in a world of streaming services. So, it's time to get creative, press 'record,' and let the world see what you've got!
But you’ve already been doing that. Right?
Boosting Engagement and Getting More Customers
Videos are like magnets – they pull people in and keep them hooked way better than words or pictures. HubSpot lets you sprinkle your videos at the right spots in your marketing, sales, service, website experience, or even social media efforts. Ensure your audience stays engaged and moves closer to buying what you're selling should be the focus of all your departments.
So, let’s talk about that for a hot minute.
Service Teams and Video: The Retention Game-Changers
Using videos isn't just about attracting new customers; it's also about keeping the ones you have. Service teams use videos to explain complex issues, provide detailed product guides, and offer personalized support.
This approach solves problems more effectively and adds a human touch to customer service. It's like having a friendly face in your corner, ready to help.
In fact, 43% of businesses using video report that it has reduced the number of support calls they receive. Now, that’s a winning stat!
Closing Deals: The Video Superpower
When it comes to closing deals, well-crafted videos that tell a story are like your friendly neighborhood Spider-Man swinging in to save the day.
A study by HubSpot reveals that including a video on a product landing page can increase conversion rates by a whopping 80%. Why? Because videos are persuasive storytellers.
They show your product in action, share customer testimonials, and can even give a behind-the-scenes look at your company, again building trust and credibility.
Does anybody else see a pattern forming here?
Lead Generation: Videos as the Bait
Generating leads with videos is like fishing with the juiciest worms.
That's gross, but you get the point. If you were a fish, you’d be hungry right now!
Wyzowl states that 84% of people have been convinced to buy a product or service by watching a brand’s video. That's huge! By showcasing your products or services dynamically and engagingly, you're not just telling your audience what you offer; you're showing them, making them more likely to bite the hook.
Man, am I glad that analogy is over! For now. 🤣
The bottom line is that incorporating videos into your business strategy isn't just a good idea; it's essential whether boosting engagement, closing deals, generating leads, or aiding customer retention.
They're the secret sauce to catch your audience's eye and keep it. #Boom!
Using HubSpot to Make Your Videos Even Better
HubSpot is like a secret lab for video superpowers. It helps you peek into how your videos are doing (analytics) – who's watching, for how long, and what they love about your video-based content.
This info is gold for tweaking your video strategy and making your videos even more remarkable in the future.
Here are a few ways your team could get started with the video features in HubSpot!
Interactive Video Elements: Enhance your videos with interactive elements such as quizzes, polls, and forms, making the viewing experience more engaging and participatory.
Customizable Video Players: Tailor the appearance of your video player to align with your brand, ensuring a cohesive and professional presentation across your content.
Video Embedding: Simplify the process of sharing your videos by easily embedding them on your website, blog, or landing pages, reaching your audience wherever they are.
Closed Captioning and Subtitles: Improve accessibility and captivate a wider audience by incorporating closed captions and subtitles into your videos.
Video Playlists: Organize and curate your videos into playlists for seamless navigation and a more structured viewing experience.
Video File Security: Safeguard your video content with privacy settings and access controls, ensuring that your videos are viewed only by intended audiences.
Marketing Teams
Video Hosting and Management: Efficiently host and manage all your marketing videos directly within HubSpot, providing easy access and organization for your team.
Video SEO Tools: Optimize your videos for search engines by utilizing metadata, captions, and transcriptions, enhancing your video content's discoverability.
Social Media Video Sharing: Share and promote your videos directly from HubSpot across various social media platforms, extending your reach and engagement.
Lead Generation Tools: Capture leads effectively using gated videos, seamlessly integrating forms and lead capture tools within the video player.
Video Analytics: Gain valuable insights into viewer behavior and video performance, allowing you to refine your marketing strategies based on data-driven decisions.
Automated Video Workflows: Trigger automated marketing workflows based on viewer interactions, such as sending follow-up emails when leads engage with your videos.
A/B Testing for Videos: Optimize your content by testing different versions of your videos to identify what resonates best with your target audience.
Sales Teams
Personalized Video Messaging: Create and send personalized video messages directly to prospects, adding a human touch to your outreach efforts.
Video Calls-to-Action (CTAs): Encourage immediate action from your audience by embedding calls-to-action within your videos, prompting them to schedule a meeting or download additional resources.
Video Tracking and Analytics: Monitor prospect engagement through detailed analytics, including view counts and watch time, to tailor your follow-up strategies effectively.
Integration with Sales Hub: Seamlessly integrate videos into your sales emails and documents within the HubSpot Sales Hub, streamlining prospect communication.
Service Teams
Support Video Content: Enhance customer support by creating and sharing how-to videos and tutorials, providing visual guidance for common issues.
Video FAQs and Knowledge Base: Build a video-based knowledge base for customers to self-serve, reducing support ticket volume and empowering users with readily accessible information.
Customer Feedback Videos: Gather valuable insights by collecting and analyzing customer feedback through video surveys or testimonials, fostering a deeper understanding of customer satisfaction.
Service Ticket Video Responses: Improve communication and clarity in service ticket resolutions by responding with personalized video messages, ensuring a more human and practical approach.
Matching Videos with Your Customer's Journey
Understanding how customers interact with your brand is crucial in today's fast-paced business world. Every step, from the first visit to your website to the support they receive after purchasing, shapes their overall experience. Next, we'll explore why matching your video content with each customer journey stage is essential, turning casual visitors into loyal supporters.
First Website Visit: Grabbing Attention with Cool Videos
Think of your website like a store; the first impression is critical. It's like stopping people in their tracks with a fantastic display – and in the online world, that's your welcome video. Create a cool Welcome Video to introduce your brand, values, and what makes you unique.
Keep it short, fun, and designed to make people curious. Use Explainer Videos to show off your products or services. Make them simple to understand and focus on why they're great. Share Testimonials through videos to build trust and show that others like what you offer.
Second Step: First Lead Gen Form - Teaching and Connecting with Targeted Videos
Filling out a form is like saying yes to a first date. Now, the goal is to keep them interested for a second one. Share Educational Videos that give helpful info about your industry or products. Show that your brand knows its stuff.
For people interested in certain products, make Product Demo Videos to guide them along. Think about sending Personalized Videos as a response to their form. Make them feel unique and heard.
Third Stage: Sales Call - Persuading with Special Videos
A sales call is like trying on a suit – it must fit perfectly. Make Custom Presentations with videos tailored to what the customer needs. Show how your solutions solve their problems. Answer common questions with FAQ Videos in a friendly way to ease any worries. Tell stories of success with Case Studies in video form. Show that your brand is reliable.
Final Stage: Post-Sale Support - Making the Experience Better with Help Videos
Think of your post-sale support like a guardian angel, always ready to help. Create easy-to-follow Tutorial Videos for your products or services. Make sure customers can understand and use them.
Help solve problems with Troubleshooting Guide Videos so customers can fix common issues without direct support. Send friendly Check-In Videos from your service team to show ongoing support and community.
By matching videos with each part of the customer journey, businesses can make a more exciting and practical experience. This doesn't just help get new customers but also builds long-term relationships. In today's digital age, a video is more than just something to watch; it starts conversations, teaches, and builds trust.
That's how HubSpot can help you get your videos right, making each step meaningful for your audience and turning potential customers into long-time fans.
Getting Smarter with HubSpot's Video Analytics
Embarking on a journey into the world of video marketing feels like stepping into a blockbuster film full of action, color, and engaging stories. And in this digital cinematic experience, HubSpot's Video Analytics is your behind-the-scenes guide, unraveling the mysteries of viewer engagement.
Imagine having a secret agent on your team, revealing who's watching your videos, how long they're captivated, and what moments resonate the most. That's the power of HubSpot's Video Analytics, a treasure trove of insights to refine your video strategy and create content that genuinely captivates your audience.
Unlocking Potential with HubSpot's Video Analytics
Enhancing Engagement with Interactive Elements: Elevate your videos by adding interactive elements like quizzes, polls, and forms. Turn passive viewing into an engaging and participatory experience.
Crafting a Brand Image with Customizable Video Players: Personalize your video player to align with your brand, ensuring a consistent and professional presentation across all your video content.
Simplifying Sharing with Video Embedding: Make sharing seamless by embedding videos on your website, blog, or landing pages. Extend your reach and make your content easily accessible.
Broadening Accessibility with Closed Captioning and Subtitles: Improve inclusivity by adding closed captions and subtitles. Regardless of hearing ability, ensure everyone can enjoy and comprehend your content.
Organizing Content with Video Playlists: Streamline navigation by organizing videos into playlists. Facilitate easy access to related content for your audience.
Safeguarding Content with Video File Security:
Protect your video content's confidentiality with privacy settings and access controls. Ensure your videos are viewed only by the intended audience.
Understanding your customer's journey and wielding the power of video at each stage is vital to possess a secret weapon. HubSpot's advanced video features and analytics empower you to create engaging content and glean invaluable insights for strategy refinement.
Remember, videos transcend mere visual appeal; they're about cultivating enduring interest. By aligning your videos with every step of the customer journey, you're not just capturing attention but fostering long-term relationships.
So, hit 'record,' unleash your creativity, and let HubSpot be your guide in the exhilarating world of video marketing. With these tools, you're not just raising the bar but becoming a video marketing superhero! #Boom!
