using video throughout the inbound marketing cycle
Post on 20-Aug-2015
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TRANSCRIPT
BY JENNIFER PEPPER
Using Video in Every Stage of
Inbound Marketing
VIDYARD PRESENTS
IN THE OLD DAYSMarketers could rely on traditional ads to
push their message upon customers
But customers have become ad-blocking ninjas and unsubscribe wizards
They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research
They just want brands to back off a bit
Modern marketers are now in the business of earning brand interest with quality content marketing
Wersquore talkinrsquo ebooks white papers infographics blog posts video and more
SO
With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle
Your mission should you choose to accept it is to take empowered customers on a useful content journey
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
IN THE OLD DAYSMarketers could rely on traditional ads to
push their message upon customers
But customers have become ad-blocking ninjas and unsubscribe wizards
They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research
They just want brands to back off a bit
Modern marketers are now in the business of earning brand interest with quality content marketing
Wersquore talkinrsquo ebooks white papers infographics blog posts video and more
SO
With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle
Your mission should you choose to accept it is to take empowered customers on a useful content journey
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
But customers have become ad-blocking ninjas and unsubscribe wizards
They donrsquot like in-your-face ad campaigns and they prefer to delay chatting with sales until theyrsquove performed their research
They just want brands to back off a bit
Modern marketers are now in the business of earning brand interest with quality content marketing
Wersquore talkinrsquo ebooks white papers infographics blog posts video and more
SO
With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle
Your mission should you choose to accept it is to take empowered customers on a useful content journey
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Modern marketers are now in the business of earning brand interest with quality content marketing
Wersquore talkinrsquo ebooks white papers infographics blog posts video and more
SO
With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle
Your mission should you choose to accept it is to take empowered customers on a useful content journey
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
With the shift away from egocentric brand content wersquore seeing a trend toward useful content that helps customers navigate their own way through the buying cycle
Your mission should you choose to accept it is to take empowered customers on a useful content journey
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Itrsquos less complicated than you think though
Therersquos even a secret weapon
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Not only is video entertaining but you can use it throughout
the funnel
Yep the whole inbound marketing funnel
VIDEO
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
We know video content works to attract customers initially but an Aberdeen brief surveying over 100 marketing professionals
found that 60 of best-in-class companies now use video from initial awareness through to post sale
INITIAL AWARENESS
POSTSALE
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Here wersquoll explore how to use video within each of Hubspotrsquos four stages of inbound marketing
Letrsquos take a look
Attract
BlogSocial Media
KeywordsPages
Strangers Visitors Leads Customers PromotersStrangers Visitors Leads Customers Promoters
Calls-toActionLanding Pages
FormsContact
EmailWorkflows
Lead ScoringCRM Integrations
Social Media Smart Calls-to-Action
EmailWorkflows
Convert Close Delight
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
When shaping the perception of your company in this stage you can
Repurpose webinar content Record and release weekly chapters of your webinar content so prospects can find helpful topics theyrsquore searching for quickly Develop helpful how-to video libraries Dedicate a part of your website to a video hub for how-to content Yoursquoll boost your SEO and become a trusted expert in your industry Produce thought-leadership videos Comment on issues in your industry and capture video interviews with major influencers in your field Create fun videos showcasing company culture Tell us why you do what you do itrsquos what people want to see
Attract the ad-blocking ninjas
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
RememberItrsquos not necessarily about your products in the Attract phase Itrsquos about sparking interest and getting prospects to follow through to your website
Thatrsquos where yoursquoll get a chance tohellip
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
ConvertOnce your leads are hanging out on your website yoursquoll want to convert them with longer-form video content which can include
Detailed product demos Client testimonials Video case studies Longer videos showcasing company attributes
Tip Add email-gates to select videos on your website to collect viewer contact info in this stage
PLEASE ENTER YOUR E-MAIL TO VIEW THIS VIDEO
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
After you
Establish your credibility with great helpful video content
Collect contact information with email-gated videos and
Score your leads based on their video viewing history (data from your Video Marketing Platform)
Itrsquos time to move in and seal the deal in the Close stage (woot)
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Close (with customized follow up)In the Close stage use your video engagement data to create targeted nurture videos and send them to your highest scoring leads
For example if you notice a lead has watched 3 videos on the same product record a quick video (you can even use your phone) and send it to them in a custom email This personalized content goes a long way
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Automate your follow up content
Because video engagement data can be pushed into your marketing automation platform you can automate custom follow
up for various combinations of customer actions
Customers who watch more than one video about your product could be automatically sent your ebook for example or even
another short video
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
But therersquos still one more stage
All this personalized follow up is awesome but yoursquove got to go the extra mile and delight your customers
Post sale is all about going above and beyond with video
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
This stage is where you can have a lot of fun with video and really stand out from your competitors
Create personalized thank you videos featuring members of your team Send email follow up after 2 weeks of product use with links to helpful how-to video content Answer FAQs and film short video responses about customer support questions that are asked on social channels and send them to new customers
Ultimately make videos to inspire brand trust and loyalty
Delight
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
Now rinse amp repeat the content journey
Creating a narrative for customers to follow through the sales funnel has never been more important and customers will appreciate when content feels less like spam and more like real help
Video can help you earn attention through each stage of inbound marketing and with some strategy you can start to attach your video campaigns to revenue
Learn more on the Vidyard Blog or view more Vidyard SlideShares
ContactJennifer PepperContent Marketing Manager jenniferpeppervidyardcom
Follow us on SlideShareSubscribe for frequent blog updatesSubscribe to bi-weekly newsletter
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