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Cleveland HubSpot User Group (HUG): Working Video into Marketing

Our target audiences are demanding video; it’s the way they prefer to consume content. Check out four trends to help you add video into your marketing strategy and tactics.

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Cleveland HubSpot User Group (HUG): Working Video into Marketing

  1. 1. #HUGCLE Video Marketing & HubSpot
  2. 2. #HUGCLE Keith Moehring VP of Strategic Growth PR 20/20 @keithmoehring
  3. 3. #HUGCLE Please Sign In
  4. 4. Getting Started with Video
  5. 5. +
  6. 6.
  7. 7. 1 How to Get Started with Video
  8. 8. Just The Facts 16 Established in 2008 Located in Akron, OH Addy, Weatherhead 100, Excellence In Business Award Winners
  9. 9. Hello! Ryan Pritt Co-Founder, President Jeffrey Pritt Co-Founder, Creative Director Brianna Kelly Marketing Specialist 17 Amanda Ake Producer Andrew Nalette Producer Josh Kuss Production Specialist
  10. 10. What We Do 18 Videography Photography Animation Graphic Design Virtual RealityAerial Live Events
  11. 11. 19 Today’s Agenda 19 Why Video? Questions to Ask Maximizing Budgets Video Trends
  12. 12. 20 Why Video? 20 • By 2019 video is going to account for 80% of all internet traffic • 4x as many consumers would prefer to watch a video about a product than read about it • Using the word “video” in an email subject line boosts open rates by 19% • Shoppers who view a video in the pre-purchase stages are 1.81x more likely to make a purchase than non-viewers • Your content is 50x more likely to make it to the first page of Google results if it has video
  13. 13. 21 21 Video is Built Into your Brain Everything you see is a combination of images, sounds and motions. Why fight that natural instinct? Emotion is Human Being able to watch that story come to life right in front of you, instead of having a read it, can be a very powerful thing. The Sharing Experience People inherently want to share things with other people. And videos are so sharable because they have so much data, but in such an captivating, understandable and relatable way. Why Video?
  14. 14. 22 22 Who is the target audience? A tailored message is always more effective and makes for a better video overall. What is the intended goal of the video? Starting with a simple goal will keep you focused while developing the concept for the video. Where will video be viewed by the audience? The answer to this question can effect overall video length, tempo, whether or not to add subtitles, and other important factors. How do you want to tell the story? A story can be told in many different ways. Convey the main message of the video to the viewer in the most effective and visually engaging way possible. Questions to Ask
  15. 15. 23 Going from Why Video to What Kind? 23 Cooking Video Examples A: Tasty-Style Video B: Masterclass-Style Video • Very short • Easily sharable • Allow the viewer view without audio • Wide demographic • Longer form • Share deeper knowledge • Requires more focus • Specific demographic VS
  16. 16. 24 24 Maximizing your Money Strategy Shoot Edit Release • Ask those right questions • Create story boards and 
 get aligned early on • Understand what type 
 of equipment you need • Think down the road • Multipurpose the video • Be conscious of the desired lifespan/make it evergreen • Choose correct platform • Its useless if it doesn't reach the intended audience
  17. 17. 25 25 Trends Should I jump on a trend? • Not every trend is right for your company/your brand • Important to consider your project and your audience • Don’t just do it because it is “trendy”
  18. 18. 26 26 Trends Purpose Video
  19. 19. 27 27 Trends Square Video
  20. 20. 28 28 Trends 360 Video
  21. 21. 29 29 Trends Professional Live Streaming Average Watch Time is 3x higher for live streams LIVESTREAM UPLOADED
  22. 22. 30
  23. 23. Artificial Intelligence + Inbound
  24. 24. Our lives are already machine-assisted, and our marketing will be too.
  25. 25. 80% of what we do everyday will be intelligently automated to some degree in the next 3-5 years.
  26. 26. Gartner forecasts AI-derived business value will reach $3.9 trillion in 2022. Source: Gartner (April 2018) 2018 2019 2020 2021 2022 Business Value ($) 1,175 1,901 2,649 3,346 3,923 Growth (%) 70 62 39 26 17 Forecast of Global AI-Derived Business Value (Billions of U.S. Dollars)
  27. 27. McKinsey Global Institute estimates up to a $6 trillion impact of AI and other analytics on Marketing & Sales Source: McKinsey Global Institute Pricing & Promotion Customer Service Management Next Product to Buy/Individualized Offering Customer Acquisition/Lead Generation Marketing Budget Allocation Churn Reduction Channel Management $1.9T $1.0T $1.0T $0.7T $0.6T $0.38T $0.32T
  28. 28. Content Strategy Data Enrichment Predictive Scoring Personalization
  29. 29. July 2019 Cleveland, OH TM