HUG July 17 - Interactive content, video marketing and podcasting
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Slides from the July 2017 Manchester and Leeds HUGs talking about interactive content, video marketing and getting started with podcasting
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HUG July 17 - Interactive content, video marketing and podcasting
- 2. Agenda ● Introductions ● Interactive content ● Inbound and Video ● Getting started with Podcasts ● Q&A - your questions answered
- 3. The aim of our HUGs is for like minded people to share their experiences and tactics so everyone can improve their inbound results. Each session will focus on a particular aspect of inbound marketing so that you can leave a better marketer. #LeedsHUG / #ManchesterHUG
- 5. Interactive Content Digital 22: HubSpot User Group Sam Hirbod
- 7. 1 What is Interactive Content
- 8. What? Active role in content consumption
- 9. Why? • 8 to 15 seconds • Harnesses attention • Increase engagement, on-site dwell time and social share rates
- 10. Why? Why did we at HubSpot build Interactive Content? Go the extra mile
- 11. Generate Qualified Traffic & Leads
- 12. Why a Buyer Persona Tool? Visitor data.
- 13. Qualified Leads • Hypothesis: Buyer Persona engagement = More invested in inbound. • This tool would help, engage and generate more qualified leads.
- 14. Results
- 15. How it Works Search for creating your persona
- 16. How it Works Go to MakeMyPersona Tool
- 17. How it Works Answer relevant questions
- 18. How it Works Choose a face for your persona
- 19. How it Works Provide your email to receive your customised persona
- 21. Done - Simple as That Receive your customised, editable buyer persona
- 23. Free Word of Mouth Social promotion
- 24. Time out What have we done so far? - Step-by-step Insights - Conversation starter
- 25. What Happens Behind the Scenes? Workflow triggers webhook* and emails the persona to the user.
- 26. What Happens Behind the Scenes? Persona stored in HubSpot contact record Sales Intel
- 27. What Happens Behind the Scenes? 2 Email workflows: External & Internal
- 28. Did Marketers Like It?
- 29. Did Customers Like It? “Very cool tool, many thanks. Looks amazing!” “Thank you for this. I shared it with my client to help identify targets for her blog posts.” “Useful set of questions when creating a buyer persona.”
- 30. Did Sales Like It? “Great tool for nurturing my active prospects at every stage of the sales process and to re-engage old prospects.” “My agencies use it as part of their IMA /exploratory call. They love it.”
- 31. The Results (FREE) Press Coverage
- 32. The Results (FREE) Press Coverage ✓ Biggest Irish National newspaper ✓ Largest German online publication ✓ Digital marketing Institute
- 33. The Numerical Results ✓ Our average CPL is $50 ✓ Cost $1500 and generated 7 000 leads (not including subscribers) ✓ $50 X 7 000 = $350,000 ✓ Saved us $348,500 and continues to drive leads
- 34. How do You Engage Your Users?
- 35. How do You Engage Your Users?
- 36. Before Getting Started Consider investing in developing tools
- 37. Before Getting Started Point out specific pain points and provide actionable tips
- 38. Before Getting Started Think: Show, don’t tell.
- 39. Remember ● Data-based decision ● Test it out ● Research: Interviews
- 40. More Inspiration? blog.hubspot.com/marketing/ interactive-content-examples 45 Engaging Examples of Interactive Storytelling in Content Marketing
- 41. Tools for Creating Interactive Content snapapp.com playbuzz.com
- 42. Ready to Get Started?
- 46. Agenda ● Why Inbound video? ● 5 Ways We Use Video To Gain Trust & Credibility ● How To Get Started… ● Great Looking Video Doesn’t Have To Be Expensive Or Difficult ● Tips & Tricks
- 47. As marketers, what should we be doing today?
- 51. “Start geeking out hard on video opposed to to text. Use video everywhere within your business” Brian Halligan - CEO & Co-founder HubSpot
- 53. Why not? We’ve known for a long time that: ● 65% of human beings are visual learners ● Our brains process visual information 60,000 times faster than text. ● And 40% of the nerve fibers in the brain are linked to the retina.
- 54. HubSpot surveyed more than 6,000 marketing professionals to learn how they're changing their strategies for 2017: ● Almost 50% of marketers are adding YouTube and Facebook channels for video distribution within the next year. ● 33% of inbound marketers listed visual content creation, such as videos, as their top priority for the coming year. The State of Video Content 2017
- 55. www.digital22.com 5 Ways We Use Video To Gain Trust & Credibility
- 56. 1. Video Blogs / Video Podcasts
- 57. 2. Q&A’s / Interviews
- 58. 3. Testimonials
- 60. 5. About Us Video
- 61. www.digital22.com How To Get Started...
- 62. Fear of Judgment Self doubt and the negative talk inside of our own heads are the main reason we don’t get started. ● “What if my voice sounds terrible!” ● “What if someone doesn’t like the way I speak or says that my accent is funny?” ● “What if they leave really bad comments under my videos? I’ll be humiliated!” ● “What if, what if, what if!!!????”
- 64. ● Prepare, But Don’t Memorize Nothing worse than a talking robot ● Keep it simple When you try to make things complicated it just makes things harder ● Speak from your heart Be passionate about what you are talking about this will be very easy. Your viewers can spot a fake a mile away ● Don’t focus on perfection. There is no such thing as the “perfect” video ● Keep it short When you are first starting out don’t try to cram everything into one video ● Just do it What's the worst can happen? If you don’t like it, edit it out or dump it Tips to Overcome Your Fear of Being on Camera
- 65. Take massive action by putting yourself “out there.” Don’t worry about them. If you’re get feedback doing something right! HUG Your Haters There will ALWAYS be haters out there….
- 66. www.digital22.com Great Looking Video Doesn’t Have To Be Expensive Or Difficult
- 67. Shoot with your phone/laptop ● Free Total Budget: £0 ● Camera: Smartphone ● Tripod: A shelf ● Lighting: Natural light from a bright window ● Microphone: Smartphone ● Background: Blank wall in house/office Time taken for a Q&A Video: 10 mins - 1 Hour Free Video Setup (Free)
- 68. We Filmed This Entire Video Using the iPhone 6
- 69. Shoot with your phone/laptop ● Camera: Canon HD Legia – £120 ● Tripod: GorillaPod - £20 ● Lighting: Studio Brolly - £40 ● Microphone: Yeti USB Microphone – £99 ● SD Card: Class 10 Speed - £22 Time taken for a Podcast Video: 3 - 6 Hours Small Budget Video Setup (£300)
- 70. ● iMovie Cost: (Free) Apple’s Mac users ● Windows Movie Maker Cost: (Free) Available for Mac, Windows, and mobile Free - Video Editing Software
- 71. ● Apple Final Cut Pro Cost: (£299) Apple’s upgrade from iMovie for Mac ● Adobe Premier Pro Cost: (£19.99/month) Available for Mac, Windows, and mobile Paid - Video Editing Software
- 72. You’ll also need software to create thumbnail graphics for your videos and YouTube channel art. Canva has the updated sizes, guidelines, and templates you’ll need to create these graphics. It’s free to use (except for premium photos/graphics). Free - Graphic Design Software
- 74. The Wistia and HubSpot integration allows you to use Wistia to track: Who is watching your videos, See your data directly in HubSpot: ● Video heatmaps for each lead ● Engagement graphs ● Contact information collected by turnstiles ● Viewing history ● Viewing activity used to understand and score leads. Track data within HubSpot
- 75. Tips & Tricks ● Clap your hands to mark the start scene ● Record in landscape mode ● At least one spare battery, fully charged. ● Try to Avoid… Movement and Zooming ● Invest in a Quality Microphone ● Include a Call to Action ● Take everything you video and turn it into text ● Share, share, share…. ● Execute - Just do it
- 79. Agenda ● Who ● Why ● Evolution ● Tools ● Tips ● Experience
- 81. Who ● Who Is Listening To Them? ● Who Is Producing Them?
- 82. www.digital22.com Why We Need To Podcast Why
- 83. Podcasts are Radio 22.3M WEEKLY digital audio listeners in the U.K. 40% growth since 2013 - 30M by 2020 On-Demand culture http://www.cisco.com/c/en/us/solutions/collateral/service-pr ovider/visual-networking-index-vni/complete-white-paper-c 11-481360.html#_Toc484531491 Amazon Echo & Google Home (Even Desert Island Discs is a Podcast)
- 84. "It’s actually content people are interested in, and they have headphones in so it’s highly immersive..." Måns Ulvestam, Acast founder. Read more at http://www.campaignlive.co.uk/article/why-arrival-influencers-proves-podcasts-mean-business/1437612#EXpOPFePZLDodiPr.99
- 86. 2015 iTunes Data 1. Christianity: 23,200 active podcasts 2. Music: 13,100 active podcasts 3. Comedy: 7,300 active podcasts 4. TV & Film: 6,400 active podcasts 5. News & Politics: 6,300 active podcasts https://medium.com/@monarchjogs/how-podcasts-have-changed-in- ten-years-by-the-numbers-720a6e984e4e 2016 iTunes Data 1. Christianity: 39,000 active podcasts 2. Music: 33,600 active podcasts 3. Comedy: 14,200 active podcasts 4. TV & Film: 12,800 active podcasts 5. Literature: 10,600 active podcasts https://www.statista.com/statistics/613829/popular-podcast-catego ries/ Evolution
- 91. A Mic (£0-£100) A Topic (Free) An Editing Tool (Free) A Bit Of Time (A Blog) Tools
- 92. Resources https://www.zoom-na.com/ Jenny’s recommended recording device. Approx £100 http://www.bluemic.com/ Good mic and looks pretty smart. Approx £100 http://www.opinionpodcasting.com/ Podcast recording, editing and publishing iPhone app http://www.themobilepro.net/blog/2014/9/2/podcastw ithaniphone A very thorough round-up on iPhone Podcast recording Tools and
- 95. Setting Up For Recording Show Topics Semi-Scripted Batteries Echo
- 96. Post-Recording Editing and Sharing Natural Conversation 30 Minutes / 30 Minute Chunks Blog and Social Soundcloud Host RSS: iTunes, Stitcher and TuneIn
- 98. 3 Months In Starting From Scratch Awkwardness Gone Teething Problems Reducing Second Nature Feedback
- 99. + Blog Views + Other Video Content Views + Email Opens + Social Engagement
- 102. Save the date ● Manchester 18th October ○ Key learnings from INBOUND17 ○ Growth Driven Design ● Leeds TBC (17th/19th October)