How can you use HubSpot's video tools across your business?

    By Matt Creswick

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    Our customers often tell us that one of the really cool things about HubSpot is how it consolidates a business' website, marketing, customer relationship management (CRM) and customer service tools into a single platform.

    With these tools working together, individual teams across a business are fully aware of what's going on: marketing knows what generates sales leads, sales know what marketing is doing to support them, and the customer service team has end-to-end visibility of touch points and a complete picture of the buyer journey. 

    Until recently, video fell outside of HubSpot's technology stack. To host and embed videos into HubSpot web pages, you would have to use YouTube, Wistia or Vimeo to host them and then use the embed codes provided. If you wanted to record your screen to quickly send a troubleshooting video to a client, you would have to use Loom or similar. 

    Towards the end of 2018, however, HubSpot released its own video tools and made them part of the HubSpot platform. Calling it the "videoification of HubSpot" (their term, not ours!) - these new tools are available for all businesses to use and removes the need for a separate solution. 

      

    So what can you do with HubSpot's video tool?

    You can now host videos in HubSpot Marketing Hub

    Rather than use an embed code from YouTube or Wistia to insert a video into a web page, you can embed the video from HubSpot.

    This means your videos remain unbranded - no logos or anything viewers can click on to take them away from your video - and the video plays directly from the page the viewer is on. 

    Check out this example below: 

     

    You can upload 250 videos for free using your current HubSpot set up. HubSpot has partnered with Vidyard - a video hosting platform - to ensure videos run smoothly on your website. 

     

    You can add calls-to-action (CTAs) and forms into these videos 

    While videos are mainly used in blogs as a means to educate, or on social media to raise brand awareness and drive viewers back to a business' website, they can be used for so much more.  

    By adding CTAs and forms to videos, videos can be used as lead-generating and lead-nurturing assets. For example, if a viewer is interested in a specific topic discussed in a video, a CTA to an eBook discussing that topic could be included at the end. Instead of being directed to a landing page, the viewer would be presented with a form which they can fill in there and then. It's that simple.

     

    Here's an example of a video with a CTA at the start:

     
    Here's an example of a video with a form at the start:

     

    You can build lists and workflows based on video information

    In the same way that you can create lists and workflows in HubSpot based on how website visitors interact with web pages and content, the same can be done with video.

    For example, you can create a list based on contacts who have completed a video form and then create a workflow for those contacts. They would then be regularly fed content similar to that which they viewed originally - this could be blogs, videos or eBooks - helping you to nurture leads over time. 

    What this means is video can be part of your wider marketing and lead nurturing strategy, instead of being an infrequent activity or "side project". 

    Check out the example below and see how it works in practice: 

    Screenshot 2019-03-11 at 19.45.12Here's an example of a workflow that starts with a video engagement:

    Screenshot 2019-03-11 at 19.47.40-1 

    You get access to video analytics and reporting 

    One of the main reasons people use Wistia and Vimeo to host videos is because of the in-depth analytics they provide. They provide data on who is watching the videos, average engagement, heat maps to display how a viewer watched a video and much more.

    HubSpot also provides this level of granular detail, including which videos are being watched and for how long, which videos get the most views and who is viewing them. 

    Why is this useful? Well, it's useful because it highlights which of your videos resonate the most with your target audience. You can then evaluate those videos - based on the data provided - to work out what you should be doing more of. With all of this information you can then plan ahead to create video that is informative, engaging, tied to specific campaign goals and delivers results. 

    See below an example of video reporting and analytics here:

    video-analytics

     

     

    You can send one-on-one video emails using HubSpot Sales

    Have any of your sales team used one-on-one videos for sales outreach so far? If not, you should 100% try it. Think of them like a video voicemail. It's an opportunity to differentiate yourself and cut through the clutter your prospects receive! 

    The videos that work well are the ones that have a punchy and personalised opening. Make sure you address the recipient, say where they are working and provide some valuable information as soon as possible. Video outreach is must better than email - who wants to read a 200-word email anyway - and is less likely to get lost! 

    You don’t have to record your own face either. You can just record your screen if you're running a product demonstration, troubleshooting or even going through a proposal or quotation with a client.

    The great thing about doing this right from within the sales tool is that for each and every video email you send to contacts, you can see - in their contact record - if a contact viewed the video and/or clicked on the link in the email! 

    insert-video-into-email

    See an example of what one of these looks like here:

    Screenshot 2019-03-12 at 10.25.52

     

    You can send one-on-one emails within HubSpot Service

    Instead of your customer support team sending long and boring troubleshooting emails to customers, they can record their screen using HubSpot's video tools to create troubleshooting videos for customers. 

    Not only is this approach more engaging, it'll also be much easier for customers to follow and takes no time to create! 

    By building this into your customer service activity, you can build better relationships with your customers and ensure that you provide the best possible solution and experience for them. You can also use this approach to solve support tickets: just create videos that address the problems customers are having or the questions they are asking and share them.

    You might even want to make these videos readily available on your website! 

     

    What next?

    Video has quickly become an integral part of the marketing mix. Businesses that use it correctly and across lines of activity, i.e. marketing, sales and customer service, will no doubt see improvement in brand sentiment, brand awareness, website traffic, customer satisfaction, lead generation and engagement. The time for video is now - and HubSpot provides everything you need to get started. 


    At The B2B Marketing Lab, we are working on some video retainer packages for your marketing activity. This includes video brainstorming, strategy, pre-production, editing, post-production, promotion, repurposing and much more. 

    If you’re interested in being one of the first to learn more about this, please email:  matthewc@b2bml.com 

     

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    by Matt Creswick

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