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Live video for hub spot inbound


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This week in Episode 25, the StreamGeeks pop the hood on their inbound marketing engine and share insights on how live video is fueling their lead generation system. The team is joined by Morgan Jacobson, HubSpot Principal Manager, to discuss how businesses small and large are using live video in every stage of the inbound marketing funnel. The StreamGeeks Chief Streaming Officer, Paul Richards, explains how the team uses HubSpot as a central marketing management platform to organize the company's efforts surrounding live video as a tool to attract, convert, close and delight customers. The company has been using HubSpot for over 5 years building an audience of over 45,000 contacts using a mixture of traditional inbound marketing and live streaming as a driving force for lead generation.

The StreamGeeks live streaming workflow has been designed to optimize show attendance, deliver value via video and scale using social media advertising. The team uses HubSpot to organize inbound leads and notify targeted personas with tailored email notifications when content is specifically interesting. The process leverages the massive audiences available on Facebook and YouTube in order to take advantage of platforms prioritization of live content. “We have a loyal following who we know will tune in regularly,” says Social Media Manager, Tess Protesto. “But we also email target personas in HubSpot depending on the content we are covering.” Tess is HubSpot certified marketer who uses the platform to schedule live show emails that are sent just 5 minutes before the show. Tess also uses Lead Flows, Topic Clusters, Social Media Monitor among other HubSpot tools to derive value from the teams live show content. For example, Lead Flow popup ads are enabled just hours before the live show to generate leads with a live giveaway offer on the StreamGeeks Homepage and turned off just after the show.

Like all good marketers, the StreamGeeks always start campaigns with the best possible content, made for their target customer demographics and personas. The team will routinely brainstorm, using the latest the core inbound marketing strategy as a guiding principle for content creation. “One thing we have started to think about more in our marketing strategy is where the content fits into an overall sales funnel,” says Chief Streaming Officer, Paul Richards. The StreamGeeks team tries to create live video content to support each stage of the inbound marketing sales funnel. “It’s too easy to get caught up in the attract stage when you are focusing on generating new leads. We now spend much more time converting and closing existing leads already in our CRM.”

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Live video for hub spot inbound

  1. 1. . Using Live Video to Fuel Inbound Marketing A guide to live video in every stage of the buyer's journey
  2. 2. 2 About Us A little bit about the StreamGeeks Paul Richards, Tess Protesto and Michael Luttermoser are a group of live streaming professionals dedicated to discovering the power of live streaming for businesses around the world.
  3. 3. 3 Morgan Jacobson Principal Manager - Sales Strategy and Systems at HubSpot Morgan joins the StreamGeeks to talk about Inbound Marketing Strategy. Morgan is a Principal Manager at HubSpot working on Sales Strategy and Systems. Morgan develops and execute the sales strategy for HubSpot's GTM.
  4. 4. 4 About Live Video It’s authentic, it’s real, it’s the next BIG thing... Yes, live video is done in a single take. But that doesn’t mean it has to be un-scripted. Authentic Engagement is key to successful live streams. Building an engaged audience provides significant social proof in your companies value. Engaging Live video cuts through the clutter with the latest & greatest information from your company. Immediate Social media is adopting live video as way to remain relevant and provide value to users. Social
  5. 5. 5 Some Facts Live Streaming Live Video is on the Rise! 3-8X View Time vs On-Demand Facebook reports viewers spend three times as much time watching live videos versus on-demand. reports 8X! 80% More appealing than blogs The world is moving toward video and livestream reports 80% of consumers would rather watch a live video than read a blog. 67% More likely to buy Livestream now owned by Vimeo reports viewers are 67% more likely to buy a product seen in a live video.
  6. 6. 6 Core HubSpot Inbound Marketing Strategy Live Video is on the Rise! Content Marketing throughout your buyers Journey
  7. 7. 7 Inbound Methodology w/ Live Streaming Focus The buyer journey starting with a live viewer
  8. 8. 8 Video Marketing Funnel Consider the video content you are making. How does each video help usher your contacts through the ideal buyer's journey.
  9. 9. 9 Live Video Marketing Funnel Live video is obviously incredibly strong in the attract phase of inbound marketing. But clever marketers can easily find ways to use live streaming to convert, close and delight their audience with engaging and educational content delivered to viewers where they are (on social media).
  10. 10. 11 Our Live Video Process How the StreamGeeks go live... Research Find a relevant topic you can provide value to your audience. Schedule Live Event Schedule our event on both YouTube & Facebook. Test Equipment Always start testing AV equipment before live show Fire & Launch Start your live show! Start the Pre-Show It’s great to have a 5-10 minute preshow to warm up the audience Schedule Email Schedule email for 10 minute before live show to target persona Determine CTA What is your content call to action? Giveaway Contest Use HubSpot Lead Flows to drive extra traffic
  11. 11. 12 HubSpot Tools we Use These are the HubSpot Tools we use in conjunction with our Live Video Marketing Live Video Marketing Lead Flows Lead Scoring Ads & Topic Clusters 4 5 6 1 2 3 Email & Targeted Personas Landing Pages/Forms (API Integration) We only invite/email the most relevant contacts in our database to our various live streams We always deliver our CTA (Call to Action) on a landing page or HubSpot Forms on our website We use to host our live giveaways. Gleam integrates with HubSpot to collect personas and email subscribers We use Lead Flows (pop ups) the day before and of a live show to drive additional As our leads are delivered to the Sales CRM we use scoring based on contact interest Both new tools. Ads for boosting video content. Clusters for organizing it. Our Live Video Marketing is successful because of these supporting tools.
  12. 12. 13 The all important Email Sent just before each live show
  13. 13. 14 Lead Generation Landing Pages & Lead Flows
  14. 14. 15 Landing Page Analytics Where are the customers coming from?
  15. 15. 16 Live Giveaway & Facebook User Group Additional Lead Generation Strategies
  16. 16. 17 Topic Clusters Using live show content to build SEO
  17. 17. 18 Success w/ Live Video Simple success formula Always start with good quality content. User engagement is the key value multiplier for live video. Capture the leads for remarketing and sales engagement Achieve your business goals with video marketing. Good Content User Engagement Inbound Marketing Success
  18. 18. 19 Where the Magic Happens Live Video is where people connect... Your Community Your Company Live video content connects your company & your community
  19. 19. 20 Thinking Live Engagement Tips for delighting your audience and driving inbound leads Your community is going to decide whether they want to watch your content based on the title Write Engaging Titles Don’t forget that you can include almost any type of media in your broadcast Use Custom Media Share pictures from social media your customers have posted Customer Pictures Display an email address and request direct questions. Request an Email Request Likes/Subscribes on the platform you are streaming to. Satisfaction Show your appreciation for your audience by displaying their live comments on screen and of course addressing their questions.Content Marketing throughout your buyers Journey Delight
  20. 20. 21 How Marketing Works w/ Sales This is where the magic happens... All Systems Grow! Marketing team is continually creating ideas and inbound marketing campaign ideas to generate leads Marketing Team Creates Campaign Marketing team helps deliver quality leads to sales team. Using sales scoring tools to optimize sales efforts Leads enter CRM Happy customers are sharing your content and perhaps becoming a regular audience member. Happy Customers become Promoters Marketing works with sales to learn more about customer needs which influence marketing efforts. Ideas from Sales
  21. 21. 22 Crowdsourcing Show Ideas This is where the magic happens... All Systems Grow! Request a connection between marketing and support. You may find some interesting topic ideas. Ideas from Support Team Always pick your sales team's brain for ideas. What are customers asking about? What can marketing solve? Ideas from Sales Team Your live audience is the best place to draw ideas. Especially if they are commenting on a new and exciting topic. Ideas from Live Viewers Prompt your community for ideas, tips and tricks. We derive some of our best content from our Facebook User Group. Ideas from Community
  22. 22. 23 Social Proof Show your live audience comments and provide social proof on the on-demand video We use vMix social to connect both YouTube and Facebook live chats to our live streams. This not only boosts engagement but provides curated social proof throughout our broadcast. Social proof is one of the most important topics for consumer decision making.
  23. 23. 24 Something to try: Live Stream a Meeting 1) Grow your reach via live video 2) Show your company culture and transparency 3) Show that you value your customer’s opinion, thoughts, and concerns 4) Get feedback on ideas, new products, or services 5) Learn from your customers or prospective clients, show the human side of your business/ help potential partners learn about your company/character
  24. 24. 25 Simple Growth Strategies No tricks here… Just simple advice... 1 2 3 4 Educate your audience Grow your online presence Collect leads w/ inbound marketing Drive Sales via your Sales Channel
  25. 25. Live Streaming Creator What are the business drivers?
  26. 26. Live Streaming Creator What are the business drivers?How is business changing?
  27. 27. 28 10 Tips for Successful Live Show Live Video is where people connect... 1) Audio must be heard 2) Video - quality - all participants must be seen 3) Who is your audience (who do you aim to reach) & why? 4) Platform- Which will be best seen/ responded to from your audience? 5) Consistency in time and day at least once a week for a show. So people know when and where to find you 6) Pre-Show - As a tease/gives time for your audience to show up 7) Show agenda/prep so you know what to talk about 8) Audience engagement/community building (ask questions!) 9) Adequate lighting 10) E-mail/contact list when you’re live for notifications
  28. 28. Live Streaming Takes Off 2015 was the tipping point for online video, 2016/2017 was all about live, now it’s time for 2018... While TV ads are stable, newspaper print advertising has fallen 52% since 2003. Source #1 Print 1 in 7 US americans are considered cord-cutters. Source #2 Photography YouTube is the world's second largest search engine and second largest social media network. Social Media 2015 was the tipping point for digital video distribution vs cable - Source #3 Distribution Every day Facebook hosts over 4 billion video views 4Billion “Cord Cutters” expected inside the US by 2019. 28M One third of internet users visit YouTube. Average time spent: 40 minutes! 1/3 Facebook, YouTube & Twitter… The top 3 social networks support live streaming... 3/3
  29. 29. More than 1 billion connections were made last year, and this figure is expected to increase to 2.6 billion in the next four years (App Annie). . A staggering 1.4 billion smartphones were sold in 2015 (App Annie). 1.4 Billion More than 3 billion people worldwide now use the internet (Time), and 80 percent of them access it from smartphones (Smart Insights). 3 Billion More than 4.8 billion people globally are expected to use a mobile phone by the end of 2016 (CNBC). 4.8 Billion 4G Mobile Internet is here…. LIVE LIVE Mobile & Users 2016 is known as the Smartphone takeover Year
  30. 30. Level / Budget $0 $0-500 $500-1,500 $1,500-5,000 $5,000-50,000 $50,000+ Phone/Tablet DIY Desktop DIY DIY Studio Professional Event Professional Studio Professional Television Studio Live Streaming Levels We all have to start somewhere! Here are the standard live streaming levels Budget Available