Video As An Inbound Marketing Tool

by Clwyd Probert on March 19, 2018

This is a transcript of a presentation at the HubSpot User Group meeting in London (London HUG) in September 2017.

You can download the slides from the presentation here.

So welcome back to part two. Part two is shorter than part one, which I'm sure everybody is happy to hear. And we're going to cover two things in part two. One is video, which I think as I mentioned before, is key to inbound, is key to the future. It's probably one of the most important things that you can use to generate authority content. It'll help with your SEO and tons of other stuff. And we're going to have Ellie come and talk to you about that. I'm following that. I'm going to give you a very, very brief talk about SEO and how you can actually outrank some big players if you do it right. So first things first, let. Where's she going Ellie from Story Me. It's all about video. I'm just going to hand over to her and away you go.

 Hi everyone. My name's Ellie. I'm a video strategist at Story Me and I want to talk to you about combing video as an inbound tool, so let's start with inbound.

Using video marketing to tell stories

HUG - Video as an Inbound Marketing Tool

You first start with the story. Everyone likes a story and again, it's against my better judgement. A couple of months ago I decided it was good to learn French. Don't ask me any French, it didn't go well, but I was always shopping around and online. I was trying to find good classes in London that I could go to, which ones are close to kind of where I work. What would the learning styles, class sizes will that stuff. I got quite deep into the investigation and I'm on a website for a company called international house and I suddenly , out of nowhere I see this video of, sort of testimonial style video. 

It's a couple of students talking about their experience with the program and my tutor to be, Bruno talking about how he taught the lesson and that's the company that I went with. It wasn't the only website that I visited with a video on, they basically all had video content but what international house did right was they gave me the right video and in the right point of my customer journey at the right time in the right kind of place. So they knew exactly what I already knew, what information was important to me, building trust at the end. And they got my business, so kind of what I want to do in the talk today is I'm using the HubSpot Sales Funnel here and bit different than the Karen used earlier, so, but variety, but I want to kind of explain how you guys can in the process get the right video to the right person at the right time on the right channel.

So, that's kind of what you can take from today and identify it is I can't spend too much time on convincing why video is an awesome channel to use. The, take it from Zuckerberg here, it's a mega trend. He thinks it's going to be as big a change in the way we communicate as mobile has been.

HUG - Video as an Inbound Marketing Tool

Building brand awareness using video marketing

It's the most engaging way of communicating apart from face to face. It's, you know, scalable, shareable, measurable content. It's good stuff and we should all be very excited about it. So in terms of the Funnel, I'll probably actually start above where HubSpot are here on this Funnel in terms of brand awareness. That's the first thing. Just  slightly above. Well I think visits fell a bit too warm for me. So let's start with strangers. Let's start with brand awareness and to key questions really, how can you make the best use of the attention span and can you buy yourself a bit more time?

HUG - Video as an Inbound Marketing Tool

Can you hack the attention span  to get a little bit more out of this encounter with a stranger on one of your channels? And to answer the first question, I think it's Video and how you can make the most of the attention span is by sending a video. We process messages and video about sixty thousand times faster than we do in text. So that's how you're going to get your content across and build your brand in terms of. Can you maximize the attention span? Can you hack it? Yeah, you absolutely can. And I'm going to tell you how. First thing is, that I wouldn't to talk to you about is your own channel. How can you get that person to engage with the content? So on the sort of the thing that you've got to come to terms with how little time you have.

So on Facebook, the average Video watch time is about twelve seconds, but only takes a user one point eight seconds to decide if they're going to watch a video and you can lengthen that time and by having a really good Thumbnail. I used this one here, you see all the different cooking Videos on various social Channels. They always start with the Thumbnail of the thing that you're going to eat at the end.

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It gets you excited and makes you want to watch and you should do that with your Business Brand as well. Give them something that's engaging and also using emotional Content or if you can Comedy, but sometimes isn't always work to try and get people engaged in that first few seconds. And that's what's going to be most important. So what that means is don't stick a big fat Logo at the beginning of the video because it's going to be a huge turn off.

Improving video conversion rates on Facebook and Instagram

And also as I'm sure maybe you already know, if you put a Logo at the beginning of your Video, Facebook has an algorithm to detect that and it will push your video down the newsfeed,  because they want to monetize from all the marketing material that is on their platform. They don't want you to be getting freebies,  for nothing. So HUG - Video as an Inbound Marketing Tool6better than mind. And the other thing is in formatting of your Video. You can buy yourself a bit more time and if you use the right size, shape Video for the Channel you're using. So Youtube sixteen by nine horizontal is always going to be the King of instagram. It's got to be square looks nice, fits right on the screen but for Facebook use vertical Content, it takes longer. So kind of look at the mobile here and it takes longer to scroll past.

And also it means that once the user is watching your Video and they're less likely to be distracted by posts that are above and below the video that you've posted. And so just some quick tips just to get, I mean, that's going to buy you an incredible three point, six seconds of the user's time in tons of them switching away from your Videos. So you've come from point eight to three point six and you're welcome. And the other thing I'd say at this stage, I know I did a lot about social and if you're be to be, which I guess quite a few of you guys are, do, you don't make the mistake of thinking that your decision makers are not on these platforms because they are. There's two billion people on Facebook, your decision makers will know that too. And  don't underestimate the power that this is when people are going to be open to new ideas. And this is kind of when you want to be putting your brand out there.

So you have managed to create brand awareness stuff. He managed to get them onto the website. And what do you do with the next? Don't again, don't overestimate the engagement you've got at this stage and you still only get between seven and eight seconds. That's how long a personal hotspot on a landing page before the majority of the people are gonna leave. And so again, how do you get as much information across as quickly as possible. And, how'd do you make it as interesting as possible? I'll, I'm going to tell you is Video and I've got a really nice example here. That I love just won't watch the whole thing. It's a sixty second long video, but I just want you to us to watch the first seven to ten seconds, look how colourful it is, look how it gets the, I say emotional, but you know, it sort of, it really understands the Buyer Persona and gets what they're worried about and just look how many times the image moves in the first sort of seven to, towards a six or seven second mark and hope you'll see what I mean.

Improving viewer engagement

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Are you planning repairs or construction work? Are you working on a Home, Flat, Office or hotel construction? The main reason of failure to meet the deadline is bad communication between the participants.

 Interested. Yeah, exactly. So maybe I'm watching it again as a bit of overkill, but the around the six or seven mark it move the image moves, Bam, Bam, Bam. And that's the kind of visuals that you're gonna want to put in your video. That's when the person is thinking. Or maybe I'm going to just look over and over here, maybe I'm going to scroll down and click off and this is the kind of Video Content is going to be most impactful.

Comparing animated video with live action

The other thing I'd say is at this stage and stick with animated video unfortunately, and Youtube didn't want to give us any labelled axes for this, which is about practice. So we don't really know how long the time scale is, but overall animated is going to be the highest engaging content at this stage when people are very flighty. And it also helps get across concepts that are maybe abstract or kind of difficult to explain. I'm a lot faster, you know, if you want to show that something's in the cloud than abstract's gonna, you know, that kind of abstract concepts going to play well in animated video. So stick to that and it should be good. So you've got people interested and you want to convert that and you want to get some kind of information about them. This is a really common drop-off point is a huge pain point.

How can I get their information without scaring them away, without making them think, Oh God, I don't want a salesperson to call me, I don't want to get some spam. And yeah, we had this as well as story me. I'm gonna use a personal example. And what we found worked really well was this, this is our Inbound marketing, Elka and we had her, it was a super, I mean we are a Video company so we made something a bit flashier, but this isn't something that has to break the bank. This is something you guys can do and literally when you go home today and to introduce the person who's going be getting in touch with them and building that familiarity and building a trust at this kind of drop of point. And so you'll see what I mean. 

Hi there, I'm Elka, No it's Elke and I'm the first person welcoming you. I'm the one who you will be talking to in our chats and l'll be on the other side of the telephone when you fill out our contact form. I like Thai foods. I absolutely love sneakers and my favorite movies is at a shallow, so I hope to hear soon for an awesome video.

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But yeah, so, you know, we found that  made people not only more likely to fill in the form, we've got less drop off. But we also saw that people gave more information and the initial conversation was warmer, like when Elke did call them, they will happy to hear her.

The other opportunity to do this is if you've got common stumbling points or kind of common and hesitations and businesses that we work with typically have, you know, maybe the same five questions come back again and again it's gonna, I'm going to help you guys out in terms of your time on the phone, but also it's gonna help people who've maybe got one or two of reservations to get them into the finish line. And this is just a typical Thank-You Page, but like, it's so quick, it's just all too common to see somebody who's interested in your product and you give them this text monstrosity. And again, you know, like we heard earlier what Karen was saying, you, you do look through these kinds of things on your mobile and mobiles are inherently anti-tag. So I would sort of encourage you guys to take this opportunity to like to put your brand across to your customers a favour, give them the information in a nice, enjoyable format. And that's just not really seeing any more of these text pages, guys,  to the next in the Funnel. For me, in and , I was a more of an internal distinction, so for me to use a kind of wants the same type of content, so I'm going to adjust these at the same time, because I don't see much of an external distinction between the two. And what this is going be is  kind of your,  I guess your email marketing, you're not trained campaigns, and I know also that first point of contact with the Sales rep. So I encourage you guys to use video in any nurturing campaigns that you're doing and email marketing that has a video in the subject line has a sixteen percent higher open rate and because people want to see video and also, you get to two to five increase in two to five times increase on click-through rate with a video in the email. 

Improving video drop-off rates

So that's something I'd encourage you guys to harness whatever kind of content you want to throw out there. And the other thing is getting drop-off rates. If you're doing a be to be business. And people spoke in for a demo or for a back or that kind of stuff. We know a company called Sales cycle and I absolutely love this Video. They did it all on their own, so clever, they were seeing a big problem with drop-off rates in terms of their Sales manager booking at a time to do a demo and then just getting no shows and it was a big problem for the business and say this is what they did.

How you goin? Net Marchin, enterprise Sales manager here at sales cycle. And you're no working there to having on a conversation fairly soon about how sales can help shape your customer journey online. And once I leave, however, are not just in it for my Sales manager, which I love my Rugby. Don't forget if you've got any questions, please drop me an email. But if you want to give me a call, feel free to give me a call on this number. 

I actually love that. And like cool guys could definitely talk to them if you want to. But yesterday, so they know that no show rate dropped by twenty percent, which is when you've got hundreds of appointments and it's gonna make a difference.

Is this gonna? Yeah. The, this, is a tool that I want to share with you guys because it's something, again, actionable stuff that you can do is talk this afternoon is free and it's something that I do personally is I'm using as daunting as it might be and doing your own personal videos and your outreaches or in sort of follow-ups getting your sales teams to do that and making them feel confident to do that.  There's going to be so you're going to see a much better sort of response and reply rate. And again, it's a chance to build trust and familiarity and your brand. So this is a tool is called soapbox. It's by Wistia. That's free and you can get just as like a plugin, like a toolbox, you should definitely try it today or you can use viewed it by video card, which is a similar thing, but it's unfortunately not free.

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The basically what you can do is you can just record yourself with the Webcam on the laptop or the phone and it also records your screen as well. So it's a great chance to talk people through what you're doing is a little bit more specific, but if your sales reps not, if they have the time, get them to make the time and this is going to be a real game changer in a difference and the more I do it to people with a more through positive responses I get and I'd really encourage you to dabble in it.

The other thing you can do and seemingly small but is this is the amount of mine, um, I have a video email signature and it just in terms of those difficult conversations that you have over email, again, it's just an injection of your personality and your brand and a little bit of friendliness, making new compensations warmer.

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Mine is basically kind of similar to what you saw with Elke earlier. So I won't make you watch it and also I'm painfully shy on camera so we can avoid that. But again, something, you know, it doesn't have to be an expensive flashy thing, just yourself with a camera and you're standing out from the hundreds of emails that people go every day and getting to the until, yeah, opportunities you know, sort of would kind of repeat ideas that I've already said and another opportunity to use, soapbox or viewed it too.

Using video for proposals

You know, I use this to talk people through, what I do story use users to talk people through proposals or complex documents or this is what you need to sign. This is how we came to this. You know, that kind of difficult. Here's your bill conversation and full transparency on what it is. And again, an injection of your personality and the kind of, the main thing at this stage I'd say is that ninety percent of his funnel, I'd say is logic based decision making. But the final step is going to be about trust. That final. Let me take your hand. I'm going to take you over the finish line. I'm going to get you to the close and is, that's going to be about, trust. And so that's why I'd encourage,  at this point a testimonial style video. Something this is when animation really isn't appropriate for the only times I'm get your faces on camera and get maybe your customer's faces on camera and try and build the relationship, that way.

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I absolutely I'm obsessed with this example from transfer wise and they, you know, it's fun and it's got that human element to it and explains their kind of, most frequently asked questions and common misconceptions perfectly. So let's just watch it through.

How does TransferWise work? Do you know? Yeah I know exactly how it works. Its magic. It is actually fairies and Unicorns sort of like moving magically an I'm running across the country. It's all about peer to peer swapping money, getting matched. Peer to peer. It's this  peer to peer matching service. Transferwise matches you up with the opposite currency to you have two pots of money in your starting currency and one in your finishing currency that you put money into one pot and they take money out with the other part to basically pay the recipient and we have people transferring in and out of each of the thoughts and then that money would actually not cross any borders. There's no bank admin in the middle and that's how they bring down the cost. You don't really need to know. That happens automatically. Transfers takes of all of it. You just have to click on the button. I really know is that it's cheaper than our bank. 10 Times cheaper. It's faster than my bank. It's fairer. It's much easier. It's incredible. That's all I really need to know.

I love that guy and he said a word, the whole thing. He was my hero and the hope is that kind of demonstrates one point and the last thing for the sake of completion of the funnel also because it's so under appreciated, his customer delight and retention of customers. How can you get that little bit of added extra? And I love this example again, going back to soapbox. I'm such a fan girl. I made my first Video and they sent me this little gift of the whole teamHUG - Video as an Inbound Marketing Tool 0 and it made me feel so good and I again, I'm talking about in my presentation, what can I say? And I absolutely loved it and it was so easy to do. And again, super simple. You can do it this week. And customer delight is super-important. And, the other thing I want to say well is at this stage and trying to, I think a common maybe not quite acknowledged as a drop off point, but once you've actually got user on-board the system, either B to C and B to b, how can you get them to get the most audio features so that they stay because you know, getting them to do that first payment is not and does not mean they're going to keep doing a monthly recurring payment on your repayment and ad infinitum.

Delivering value with video content

But you know, it's going to be about how can I get them to get value from my platform instantly. And so I signed up for Linkedin. This is the email they got me. It's all well and good. That's some nice pictures but you know, there was a free trial and I got it. They got eight hundred pounds writing on this sale essentially, and they send me this a super long texting thing. It's like eleven in the morning. I'm in a meeting and I don't think I ever looked at this to be honest with you. And you know you've got to figure out the average lifetime value of your user, but why not send them a video that helps them to understand how to get the most from your platform and you can keep making it splashes you want. But this is one of the simplest. I've seen that does it pretty well.

It's, I guess just talk over it. I think you know, it's again, super simple, super cheap to make and this is going to be helping your salespeople get back to selling. Helping your account managers focus on what they do best. I'm not answering these kind of common misconceptions or you know, frequently asked questions and it's going to help your use is make sure they didn't miss a trick. I'm on the platform, whatever that is. 

And excuse me, the last example I want to finish on, and it's wrong not to finish on a HubSpot example. I didn't have the video, but I absolutely love this. When you unsubscribed HubSpot's Marketing Emails, you got the head of marketing this guy essentially crying on camera to you. What did I do wrong? And it's not you, it's me. I can change, you know, and I like it. And it's good. It's good fun. But they saw a significant increase in their subscribers to the flat, the flat form a platform as well. And so, yeah, just little opportunities to delight your customers and don't get them to the end of the funnel and let them fall into a heat. So,  finishing up Video is happening whether you like it or not and you should definitely jump on the trend. It doesn't have to be an expensive thing, there's so many opportunities in the customer journey to harness it and maybe drop off points hopefully that you haven't thought of before. And if you have than I'm sorry but with eighty percent of Internet traffic is going to be Video by 2019. So you're going to be in fantastic company and get started today.

Thank you, Ellie. 

Questions on video marketing

That was Important that and everybody I think can see the importance of Video. We do have some time for questions, so I'm happy to show you a quick question. Are you mentioned about Email Video? We've had a problem. I think HubSpot don't recommend putting embedded links or impacting the Video in the Emails. I'm obviously is a massive challenge to get through the spam filter as a tool. So you we've recently been doing a lot more just text only Email. You're going backwards, backwards, backwards.

I completely agree with that. You can't reliably embed Video into Email because the two biggest email clients like Outlook and Gmail don't accept it. And again, spam filters or you just get one of those horrible garbled as not good for you. What I'd recommend doing is actually putting an image in the system nail put a play button in the middle and I can see it as a Video. People don't necessarily know,  you know, they wouldn't look at it and go, oh, it's impossible. You can embed Video in the two biggest Email clients how unlikely. They'll just think, oh, Video and they click play and then they're taken to a Website somewhere and you can have your Videos hosted that. And that's what I would suggest.

It is a valid point.

Conversion rates, we're seeing the same thing all dropping on these very graphic, very designed Emails that everybody is now sending out. So if you can keep it simple, if you can make it look like a simple text, the personal text, one to one, but you can't put a link in there and you can encourage people to experiment. Again, AP tests. What sort of things?

Our annual budget, should we commit to Video? Do you see that people? Because I have no concept if I want to start using Video today and we're saying it's really quick and cheap to do, you know, if you film yourself, the animated his bats or I've done an animated videos, they are quite costly. Am I looking at on an annual basis for Video if I want to do a lot. Yeah, that's a really good question. I probably couldn't come up with an artist one spot and I think, yeah, in terms of know if you want to keep costs down, I guess you're right. Animated is more expensive, but if it's going to get you a better Role why that's something you've got to look into. And I'd say, you know, for thousands, 10,000 on sort of a sixty second animated Video is a pretty average that you can keep the costs down by thinking about the attention span of the user.

I guess. So a lot of people I see with these two minute absolutely marathons, two minutes a marathon these days. I know, can you believe it? But yeah, these things on Facebook and nobody's watching it, so think about, can I put this point across in ten seconds, six seconds is a new advert lengths on um, YouTube bumper ads and maybe if you feel like the Video budget is getting too high, you're just making longer content and you need to, I know that I wasn't necessarily helpful. I'm sorry I didn't answer your question and maybe we can brainstorm afterwards.

What you can do is too heavily utilize a chunk of Video that you might have. So maybe look with the filming. That's right. This is one presentation on Video, but there are several points that are being covered in this particular Video. You can edit that down. You can chunk it. Yeah. You can turn it into a 30 second snapshot. That can be a video. You can get a whole load of videos from one shot re purposing data.

Yeah, you can. It's pretty common to get like a 60 second video and then make social cuts out with it. So you can be cost effective.

Interesting. The other thing I think with Video, one of my pet hates is marketing term, you know, unique selling point. It's very difficult to have a unique selling point. A unique selling point in many industries frankly doesn't exist. You know, Simon State agencies, you know, you've got an idea of what makes you special, but actually conveying that to the public is very hard. Pharma companies, tech companies, a lot of their perception is in both the public has this generic by using video and putting people on those videos or at least friendly voices and friendly and characters. You can personalize it. You can make yourself a little bit special. You can make yourself stand out, on that gets you out of the curve is what this is all about, is staying ahead of your competitors. You just don't need to win the war. You just need to be one step ahead of ninety percent of the population who can't, who haven't really got the time to do this. I'll do it next year. Now. I'll think about it later. That's fantastic for you because if you actually take one step forward and get out of your comfort zone a little bit, sometimes we're doing this stuff. You will be ahead of ninety eight percent of everybody else that's out there. You're always looking for a niche.

I think video is one of the things that I completely agree, especially in stuff in Emails and these Emails signatures and these kind of personalised videos talking people through that statement or whatever. Like that's what people don't. I don't see anything. Anyone doing that. So you called, you said a video is scalable, shareable and measurable. How do you measure the impact of video? Because producing it is not cheap. It's not free, most of the time. Sometimes. Yeah, exactly. And you know, for us we've got a lot of Video content on YouTube, some Video content on our website, but it's difficult for us to put together the information and get an Roy on Video. Yeah. Yeah, it's really tough. And so I recommend, using if you know, wistia. So we, use them for the content that's on our website. And I, that's why I'd recommend it will show you individual, it kind of forms individually people out with people that watch it so it can show you and obviously how many people have watched it, but it will show you which bits they've watched.

If they dropped off at a certain point and if they re-watched the content it will show up and if they watched the same video on different visits and you can get an idea of your, kind of, your lead heat, but also which of your content is really boring, you know, you see all of the people stopped watching twenty seconds and what did you say? Twenty seconds and that was so terrible and that kind of helps you to do that. I think YouTube has analytics as that can give you that information as well. But yeah, in terms of on the website and stuff like that. And also a b split test, things is the five minute video actually of interest to people in might be deep technical discussion. You know, in your industry you might need to cover a lot of stuff.

Is that getting more engagement than the snippets that you told to experiment and test? That's a tough thing because it's not about. You probably already know it's not about view count, you know, you get Youtube and channels that are really deeply educational and they got twelve minute long, 20 minute makeup tutorials out there for goodness sake, but you know, there's like seven minutes long and Videos on information about the Industry and maybe you get 50 views, but they're fifty years of sort of Industry leaders who are really highly engaged and our decision makers. So yeah, it is tough and I think , we do use Wistia to try and single out people and identify who we think they might be, but that's. I mean that's the kind of. You've got Youtube, you've got hosted, all this kind of stuff. Look across all those different channels for a particular campaign for a particular product or service and cross-match in and double check. It's all about data. It's all about experimentation. It used to be marketing rose was like arts and crafts for pretty things and now it's about proving where that actual customer came from, how many, you know, sql and Emco when he to generate that customer and how many visitors you need to actually generate that Funnel. Anything else? Absolutely. 

 Success in terms of the human touch on, in terms of how professional at video's got to be six or eight clip, you know, what are your thoughts on, can you, if you ask a hypothetical question, just do it yourself very quickly. Post that or do you need to have it to degree professionally done? What are your thoughts?

 That's a really good question. I think you're right. There's definitely some videos that you can make that is so bad and quality. The, um, that you kind of almost damages the brand. But really I think,  you almost know when you've made one of those. I would, I think if you can do it yourself on and say if it's a person to person communication or it's some sort of a social channel. I think you've got more of a buffer and you can have something that's just you talking to the Webcam and invest in a good kind of iphones and microphone piece and more expensive 12 margot's, and you know, if you face towards the window, so you've got good lights. Really, that's kind of what you need to do. I don't think you need to do anything more than that, but if you're posting on something that's kind of on the main landing page, and I would suggest even just hiring a freelancer for half a day, I think how much that might cost a few hundred quid like that. That can be if you wanna to take it up to the next level? That be what I suggest, you don't necessarily have to go to production.

 It also depends on what channel you're pointing that out on. If you're gonna stick it on your homepage, you kind of want to put the money in the effort into the production because so many people are going to see it. If it's a cold, call it throw away content. But if it's part of a stream that's going to go out on social media, it's going to be a blog where you want, a constant pipeline of content going out. Then you compare back to quality and people over a lot more comfortable with an iphone type videos or whatever is necessary. We could film this Facebook live on a phone and that would be perfectly OK, but I will then stick that on my home page for people to see every time. So make it appropriate. I think trump and I'm sort of the two clips that we can solve a trading perspective and then just getting the voiceovers to be absolutely fine.

 If you want, I'll take me I can take a look at some point I'll let you know what I think on the actual video content. Because I mean your company curriculum. I've got a lot of content like that and a lot of your videos are long and they might very well, unless you absolutely suck you so much content audit, figure out what we've got to take it out and publish it. Absolutely. OK guys.

 No worries. If you've got any questions on specific Video stuff, then I'm hearing my colleague Brian is also here looking cool in black, so come grab us afterwards. Fantastic. 

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