September 26, 2019

Key takeaways from HUG Haifa #2, “All About Video”

When’s the last time you watched a video? Today? Yesterday? That puts you in good company. Humans love video. 1/3 of all time online is spent watching videos. In fact, 500 million people watch a video on Facebook every day.

And here’s another mindboggling stat for you: Adding a video to your website can improve the chance of a front-page Google result by 53%. That’s right. It doubles your chances of getting onto the first page of Google.

Yes, video is big. Yes, it needs to be an important part of your B2B marketing strategy. And no, it’s not nearly as hard as you think to get started with video.

How To Get Started with B2B Videos

From tactic to strategy

Video has changed a lot in the past six years, points out Maria Trubicina, Senior Customer Success Manager at HubSpot. In 2013, videos were mostly passively watched on desktop or YouTube, hard to create and made by a few; in 2019, videos are actively watched on mobile or social, easy to create, and made by many.

This calls for a change – moving from video as a tactic (made by a creative team, highly produced, expensive, one to many, an awareness play, unmeasurable), to a strategy (made by all teams, low production, cheap, actionable, BOFU and measurable.)

 

Listen up!

To create relevant, actionable and engaging videos you need to get all your teams involved. That means talking to sales, quality control, production, legal, and even accounts. Every department will have a unique perspective about your product or service that you may not have even thought of. One video does not fit all. Each video needs to be tailored to the specific target market and goal. Make it simple. And keep it real.

 

What kind of videos should you be creating?

You’ll need to develop targeted videos for every stage of the flywheel and for every purpose – attract, engage and delight – and modify them to meet the needs of the specific channel (YouTube, social media, website).

How To Get Started with B2B Video

  • Attract videos expand reach and build trust and credibility with your audience.
  • Engage videos convert your visitors into leads and ultimately close them as customers.
  • Delight videos encourage customers to embrace your brand and become brand evangelists.

You’ll want to create at least TWO videos for each of these stages. Watch videos across the buyer’s journey and take a look at these content ideas for each stage in the funnel.

One critical question before you dive into video creation

Before you whip out your camera and start filming, make sure you’ve asked this critical question: What’s the intent of this video? Get really clear about what you want to get out of this video:

  • Increase brand awareness and attract customers to your site
  • Help your prospects consider your solution to solve their problem
  • Help your leads decide to do business with you

To keep yourself on track, it’s a good idea to set SMART goals. Once you’ve done that, you can move ahead to brainstorming ideas for your video content, writing a script, and producing that first video.

How To Get Started with B2B Video smart

Where do you get the content from?

Chances are, you already have it. Take a look at your existing content. Which web pages were visited the most? What calls to action did users click on? What blogs were the most successful? Repurpose them into compelling stories. But make sure your video answers the key question your potential customers at the Attract and Engage stage are going to ask before deciding to watch or ignore your video: What’s in it for me? How are you solving MY problems?

 

Hold it! Don’t make these three mistakes.

Video content specialist Sivan Felder, from Two Heads Consulting, points out that many B2B companies make these mistakes:

  1. You’re not the hero of the story. This isn’t about you. It’s about your customer (the hero) who has a crisis. He meets a guide (your company). And thanks to your product or service, he survives or thrives.
  2. The laws of human psychology apply to your target customer as well. Behind every rational purchasing decision is an emotion. Identify it and speak to it. Help your prospective customers out of confusion and into clarity. And remember to tell them what they need to hear (as opposed to what you want to say.)
  3. A one-size-fits-all video. We’ve already said it, but we’ll say it again. Your customers want to hear different things from you at different stages. What are the touchpoints? Where are customers going to come into contact with your video and how are you planning to get your video out there?

 

Set your KPIs

Key KPIs that you’ll want to look at are:

  • Play rate — the percentage of people who played your video divided by the number of impressions)
  • Clickthrough rate — the number of times your call to action is clicked divided by the number of times its viewed
  • Conversion rate — the number of times your visitors completed your desired action divided by the number of clicks on your call to action

 

Elevate your video marketing
To take your video marketing efforts further, consider using Vidyard or TwentyThree, which give you a host of valuable features. Also, consider these tips from Maria Trubicina:

  • Make your videos an interactive experience. Use smart CTAs and embedded forms.
  • Increase SEO effectiveness. Finetune your meta info to make it easy for search engines to find you.
  • Monitor performance. Keep track of your video views, clickthroughs and conversions, so you can optimize them accordingly.
  • Build relationships. Record one-to-one videos directly from the CRM and send directly from email.
  • Provide better customer service. Use videos to improve the service experience and provide helpful tips or troubleshooting advice.

How To Get Started with Video

Video goes way beyond creating awareness and nurturing leads. It can also help you build relationships and excel in customer service.

 

Ready? Hit record!

If you have HubSpot and want to get started with video marketing, contact us!

Don’t miss out! Join a HUG

These great tips are just a taste of what we talked about during our HubSpot User Group meeting, All About Videos. HubSpot makes it easy to make video an integral part of your marketing mix. Take advantage of all these great resources. Get some practical advice on how to get started with video marketing. Or take one of HubSpot’s great free video courses.

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AI & Designers

Will AI Replace Designers or Serve as Their Creative Allies?

By 
Yoav Sondak
, 21/02/2024

Will AI replace designers, or will it become their indispensable assistant? Can anyone become a designer with AI's help? Discover Yoav's insights after extensive experimentation with AI tools, and learn what AI itself has to say about the matter

min read
As designers, AI is having a significant impact on the way we work. Designers have been using AI tools available in widely used design software such as Adobe Photoshop and Illustrator for some time. In OZ’s design department, we’ve also experimented with a variety of dedicated AI image generators, such as Midjourney, DALL·E 2, and eluna.ai. New applications are popping up all the time, so it’s worth trying them out and comparing them, to see what works best. Since this article is about AI, let’s get some input from ChatGPT about the benefits of integrating AI capabilities into software design tools: “It’s not only enhanced the capabilities of designers but has also redefined the creative process, ushering in a new era of efficiency and innovation.” So far, so good. While there are lots of advantages to using AI in design work, here are some key features:
  • Automated image editing features — analyzes images to intelligently suggest enhancements and automatically makes adjustments such as color neutralizers and detail enhancers. This speeds up the editing process and is a valuable resource if you’re looking for inspiration or need to make quick refinements.
  • Content-aware fill and object removal tools — by understanding the content of the image, it enables you to easily remove unwanted objects or fill in gaps within a scene. This allows greater flexibility and streamlines the editing workflow.
  • Accelerates the ideation and iteration phases — lets you explore diverse concepts efficiently.
  • Intelligent recommendations — makes suggestions for shapes, layouts, and color schemes based on the context of their project. This makes the conceptualization phase faster and may even help you overcome a creative block.
  • Organization and management of design assets — automated tagging and content categorization make asset management easier and help you quickly navigate vast libraries of resources. It’s able to analyze vast datasets and identify patterns that we might miss.
  • Rapid prototyping — enables quick experimentation with lots of variations.

Traditional graphic tools have also made huge strides

In recent years, existing software and applications we’ve been using for years have incorporated a variety of tools that shorten processes and streamline design work. Because designers can give online feedback, the tools' capabilities keep getting better. During image processing, design tools can complete missing details, increase resolution, carry out color corrections, and produce more controlled and accurate results. There are also lots of options for image manipulations and variations. These advances have meant that the time between planning and the finished product is much shorter, and have saved me and many others from a tiring technical struggle with traditional design tools. However, AI has added new superpowers which can create impressive artwork at warp speed. If AI can do all that, why do we need humans?

If AI can do all that, why do we need humans?

While AI provides a broad range of design options and there is a wealth of tools to choose from, the act of selection and focus during the design process has become more challenging. The need to differentiate the customer’s brand, memorably present their messages, and tell their unique story means that every designer needs a clear understanding of what they want to create using the tools. Formulating the design prompt and selecting results, when every result seems to be ‘beautiful and impressive’, means that designers need to carefully examine what is ‘right and appropriate’ — and ask themselves what will yield the desired results. It’s the same question that we’ve been asking for years when approaching a design task, long before AI tools entered our lives.

The human touch

The human touch

“While AI excels at generating designs based on existing patterns, it lacks the intrinsic understanding of cultural nuances, emotional subtleties, and context that human designers bring to the table,” responds ChatGPT, adding that design is not only about aesthetics but also about storytelling, conveying emotions, and understanding the audience – elements that are deeply embedded in human experience. It goes on to point out that the human mind possesses the ability to empathize, interpret abstract concepts, and infuse designs with cultural relevance. Designers are adept at translating complex ideas into visual narratives that resonate with people on a profound level. “The intangible aspects of creativity, intuition, and emotional intelligence are quintessentially human and crucial to the design process,” it notes. Don’t fire your designers!

Don’t fire your designers!

Bearing these unique human attributes in mind, ChatGPT’s conclusion is almost inevitable: While AI image generators are valuable tools, amplifying designers’ creative capacities and streamlining workflows, they are best seen as collaborators rather than replacements. The future of design lies in a harmonious collaboration between human designers and AI, where each contributes its strengths. While AI enhances the design process by offering efficiency and inspiration, according to ChatGPT, “the unique qualities of human creativity, ingenuity, and understanding will continue to be an indispensable force in the world of design.” As with any AI application, there are ethical considerations. Designers must “be mindful of potential biases in AI algorithms and exercise discretion in their application. Striking a balance between automation and human intuition remains crucial to preserving the authenticity and creative vision of the designer.” ChatGPT predicts that “As technology continues to advance, the symbiotic relationship between AI and design is poised to reshape the industry, unlocking new realms of creative possibilities.” On a personal level, I use AI design tools daily to carry out various tasks and to fuel my creative process. I also find that ChatGPT is useful in helping to formulate prompts and finding the right wording for the industry or application. The more accurate the prompt, the better the results. However, personal experience has shown AI can’t replace the invaluable interactions between our design team and our clients. We’re able to dig deep into their story and translate that into unique and powerful visuals that communicate their brand promise. It’s the ‘secret sauce’ that makes the difference. In short, AI will become our creative allies, but they’re not going to replace us any time soon.  
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OZ Blog ABM and HubSpot Blogimages 2024 v2

Why HubSpot and ABM go together like hummus and pita?

By 
Liron Ramot
, 22/01/2024

Discover the powerful synergy between HubSpot's Inbound Marketing and Account-Based Marketing (ABM) in our blog. Inbound sets the foundation for a robust ABM approach, attracting a broader range of prospects. Learn how HubSpot's ABM tools facilitate quick strategy setup, collaboration, attraction of high-value accounts, and effective tracking.

min read
If you’re a fan of hummus, you’ll know that it goes great with pita. While you can eat them separately, they are quite simply, better together. The one really complements the other. The same can be said of HubSpot’s Inbound Marketing methodology and Account-Based Marketing (ABM). To make sure we’re all on the same page, let’s start by defining these methodologies:

Inbound Marketing

Attracts customers by creating valuable content and experiences tailored to them. It’s about building meaningful relationships with consumers, prospects, and customers.

Account-Based Marketing

A B2B strategy in which marketing and sales work together to create personalized buying experiences for a select set of high value companies.

Inbound lays the foundation for a strong ABM strategy

According to HubSpot, inbound marketing helps you attract contacts associated with your target accounts. ABM accelerates the flywheel (the cyclical marketing funnel comprising attract, engage, and delight) so you can win and delight your target accounts by providing a standout customer experience. By using inbound, you’re able to carry out highly-targeted allocation of the most relevant resources to your high-value accounts. As a B2B marketer, by using this combined approach you can attract a broader group of prospects than you would if you were only using one method.

Double up and deliver value

Your carefully crafted content has a two-for-one value. You can create and use content that serves both your ABM and inbound strategy. As an example, once you’ve created a personalized case study for a target account, you can also share on your website.

Leverage account-based marketing tools

HubSpot’s ABM tool makes it easy to implement ABM and inbound strategies in a complementary way. Its CRM platform connects all of your sales and marketing data and allows enables customer-centric automation and personalization. It makes it easy to use data to segment and target your accounts and marketing automation to nurture your buyers or buying committee and hand over your leads to sales. 4 ways HubSpot powers ABM 1. Set up ABM strategy quickly and smoothly
  • Use workflow templates to define your ideal customer profiles and identify good-fit target accounts
  • Set up default properties to tag accounts and buying roles
  • Leverage AI-powered recommendations of target accounts
2. Allow sales & marketing to easily collaborate
  • Use shared tools that unite your teams around the same data in the same place
  • Use the Target Accounts feature to obtain a bird’s eye view of progress across all target accounts
  • Use Slack to support high-value target accounts, post KPIs, and share notes
3. Attract high-value accounts & build deeper relationships through personalized engagement
  • Personalize content and tailor how you engage with stakeholders within an account
  • Use account-level targeting in LinkedIn Ads integration to target companies by account status or tier
  • Deepen your relationships over time & build connections with stakeholders within each account
4. Track and measure key milestones on an account’s journey
  • Use the account overview feature to understand what’s happening at an account level
  • Employ out-of-the-box ABM reporting dashboards to get a higher-level view
  • Obtain a higher level view using company scoring to identify the highest value accounts and prioritize reachout
As an added bonus, HubSpot’s apps and strategic partners including Slack, LinkedIn, Sigstr, Madison Logic, RollWorks, and Irioblio help you easily customize your ABM strategy. ABM helps you communicate with high-value accounts as if they’re individual markets. HubSpot’s experience shows that if you do this, along with personalizing the buyer’s journey and tailoring all communications, content, and campaigns to those specific accounts, you'll see greater ROI as well as a boost in customer loyalty. This is borne out by an ABMLA study, which shows that compared to other forms of marketing, 76% of B2B marketers who used ABM in 2020 reported increased ROI. Using HubSpot inbound marketing and ABM tools to power your ABM strategy helps you identify your high-value targets, communicate effectively through the right channels, and deliver the results you need. Schedule a meeting with our HubSpot specialist.
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OZ Blog SEO Hubspot Blogimages 2024 v1

Spice up your SEO strategy with HubSpot

By 
Liron Ramot
, 12/12/2023

Optimizing your website for search engines is crucial. Explore how HubSpot’s SEO Marketing Software simplifies the process. From SEO recommendations to content strategy creation and seamless integration, HubSpot streamlines your SEO efforts. Leverage its tools to define target audiences, research topics, and organize keywords.

min read
You’ve peppered your website content with all the keywords you want to rank for. Yet your site still isn’t appearing in Google search rankings, not to mention Bing. It may be time to rethink your SEO strategy. A quick reminder: SEO stands for Search Engine Optimization. It primarily drives two things: rankings and visibility — and it helps you position your brand throughout the entire buyer’s journey. When you plug your keyword into a search engine, it brings up a Search Engine Results Page (SERP). What happens next has a lot to do with how well your site is optimized for SEO. To ask an existential question: If your company doesn’t rank on the first ten search results, does it even exist in the mind of your potential buyer?

How is your website ranked?

Google’s algorithm changes daily, but as a general rule of thumb, it ranks your website on three main factors: on-page SEO, off-page SEO, and technical SEO.
  • On-page SEO — covers three key areas:
    • High-quality content (the heart of on-page SEO)
    • HTML (source code including page titles, headers, meta descriptions, image alt-text, and more),
    • and site architecture elements (such as page URLs, internal linking, and more).
  • Off-page SEO — social sharing, external linking, and more.
  • Technical SEO — structured data, site, speed and mobile readiness.
There are many quick actions you can carry out to improve your search engine rankings such tweaking title tags, image tags, internal link structure, and inbound links, to name but a few. However, to significantly improve your results, you need to carry out an SEO audit. Based on your findings, you’ll need to build a comprehensive SEO strategy that includes on-page strategies (which use intent-based keywords) and off-page strategies (which earn inbound links from other websites). If all that sounds a little daunting, here’s the good news. You don’t have to do the heavy lifting. HubSpot’s put together a free kit on how to run an SEO audit including an SEO template, audit checklist, and 9-step guide.

Don’t procrastinate, automate!

Why waste time, money and manual work when HubSpot SEO Marketing Software does it all for you? It can help you plan your SEO strategy, optimize your content, and measure ROI in three key steps:
  1. Get SEO recommendations to optimize your site- Obtain recommendations ranked in order of priority which show which optimizations will have the biggest impact
  2. Create an optimized content strategy to build search authority- Obtain topic suggestions based on relevance, competition, and popularity and create high quality content around your core topics
  3. Integrate your SEO software with HubSpot’s content management tools- Obtain search keyword data, choose canonical URLs, get estimates on which topics will yield organic traffic gains, and track key topics on your dashboard

Get topical!

As the SEO project leader, you need to decide on each page’s target audience, goal, topic, and target keywords and phrases. HubSpot’s SEO tools make it easy to research and organize topics and subtopic keywords based on your company’s areas of expertise, which serve as the foundation for all the content you create for your website. Creating relevant and up-to-date content helps your website get indexed more accurately by search engines such as Google, which analyze keyword phrases in your content, title, meta description, hyperlinks, and more.  

Key tips to getting started with SEO

  • Crawl your website, conduct an SEO audit, and define your site architecture.
  • Establish a value proposition for every page and review and edit your content accordingly
  • Target your audience for that specific page (if it differs according to market segment, application, or product category)
  • Update your URLs, page titles, and meta descriptions.
  • Making sure that your keyword/s are included in your URL and are used throughout the page
  • Incorporate and optimize relevant visual content
  • Add internal and external links

Why use HubSpot for SEO?

If haven’t yet made our case for why HubSpot takes the pain out of SEO and adds the gain, here are a few more good reasons to check it out: You don’t need to be an SEO expert, because its built-in SEO tools are built with marketers in mind. There’s no need to know coding either. HubSpot handles the technicalities, so you can focus on content. Here too, HubSpot has a variety of content planning tools built into the platform. It makes it really easy to connect your marketing assets so you can track the buyer’s journey — from awareness to qualified lead to happy customer.  
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