Twin Cities HubSpot User Group: Inbound Marketing + Video

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The Power of Video By 2018, 84% of internet traffic will be video (Cisco)

Over 70% of marketers claim that video drives more conversions than any other medium (Demand Metric)

After watching a video, 64% of users are more likely to buy a product online (ComScore)

Adding videos to your landing page can increase conversions by up to 86% (Eyeview)

Source: HubspotThe Buyers Journeyis the active researchprocess a potentialbuyer goes throughleading up to a purchase.Top of the FunnelAwareness stageThe buyer is experiencinga problem and is seekinggreater understandingof the problem.Sources: Vidyard & HubspotTop of the FunnelAwareness stage

Little snackable tidbits of entertaining information.Get them interested and wanting even more. Focus on high-level overview, not too many details.Keep it short and sweet, less than two minutes.Best types of videos for this stageExplainer, or animated info-graphic videosHow to videosCompany overview Sources: RedMoxy, Vidyard & HubspotTop of the FunnelAwareness stage

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Source: https://vimeo.com/80853584

Top of the FunnelAwareness stage

Sandwich Video NavdySource: https://youtu.be/pKL4PJICS40

Top of the FunnelAwareness stage

Adobe EchosignSource: https://www.youtube.com/watch?v=Rc-YzN6hNtI

Top of the FunnelAwareness stage

Target Store Pickup Source: https://youtu.be/ZXCc9wa__e8

Middle of the FunnelConsideration stageThe buyer isconsidering allpotential solutionsto solve their problem.Sources: Vidyard & HubspotMiddle of the FunnelConsideration stage

Focus on your selling points: Why should your audience be interested in what you have to offer? Show how your selling points will help your viewers to solve a problem.You want viewers to become comfortable with your businesss identity.Best types of videos for this stageTestimonial videosDemo videosCase study videosSources: RedMoxy, Vidyard & HubspotMiddle of the FunnelConsideration stage

GREP: Bills KhakisSource: https://vimeo.com/84957489

Middle of the FunnelConsideration stage

Mr. Steam Installation videosSource: https://vimeo.com/mrsteam/generatoristeam-installMiddle of the FunnelConsideration stage

Airbnb: Prepare Your Place For Your GuestSource: http://youtu.be/YQB46bLm2rQ

Middle of the FunnelConsideration stage

Lowes Vine How-ToSource: https://vine.co/v/O6AUBBWZFPdBottom of the FunnelDecision stageThe buyer isdeciding on a specificsolution and vendorto help solve theproblem.Sources: Vidyard & HubspotBottom of the FunnelDecision stage

Provide more details to help the buyer make their decision.Longer format is ok might need these videos to be private.Offer comparisons and show differentiators.Best types of videos for this stageDetailed product overviewFacility toursDemo videosComparison videosSources: RedMoxy, Vidyard & HubspotBottom of the FunnelDecision stage

2015 Mustang:Stories from the CreatorsSource: https://vimeo.com/103775934

Bottom of the FunnelDecision stage

Red Wing Shoes: Summit Brewing CompanySource: https://youtu.be/EjDq5wRgoMABottom of the FunnelDecision stage

Post Ranch InnSource: http://www.postranchinn.com/videos/#Videos of Post Ranch Inn > Video Vignettes Beyondthe FunnelDelight stageThe customer continues to engagewith your brand.Sources: Vidyard & HubspotBeyond the FunnelDelight stage

Help your customer help themselves.Answer questions about products or solve problems.Show how your company did something no one has done.Show your compassion for your community and social responsibility.Best types of videos for this stageVideos to show your company helps the communityCompany event videosBehind the scenes videosVideos to highlight key employeesSources: RedMoxy, Vidyard & HubspotBeyond the FunnelDelight stage

Rogers Family Company StorySource: https://vimeo.com/84449381Beyond the FunnelDelight stage

Precor Testimonial for Robo-VentSource: https://youtu.be/QkmXlwSFnbQ

Beyond the FunnelDelight stage

Starbucks: Creating Pathways to OpportunitySource: http://www.starbucks.com/responsibility/communityDifferent Videos for Different StagesAwarenessConsiderationDecisionExplainer How To Company OverviewThought LeadershipTestimonialDemonstrationCase StudyDetailed Product OverviewFacility ToursDemonstrationComparisonSources: Vidyard