Video Marketing Lessons

Posted on Tue,Apr 19, 2011 @ 10:30 AM

From the Hubspot Blog, here's a look at how online retailer Daily Grommet uses video to tell stories about its products.

"Put the People First"
When thinking about ways to create remarkable content, showcase people and tell human-interest stories. Video is the best medium for emotional connection and often leads to deeper engagement.

"Crowd-source Video In Simple Ways"
Authenticity is more important than production values, so start small and keep it simple.

"Use Social Media to Engage the Community"
Create buzz around your project via forums and social media like Facebook and Twitter.

"Stay Cost-effective"
The audience for online video doesn't expect it to look and feel as polished as broadcast media. Quick and efficient content creation doesn't require a large investment.

"Optimize for SEO"
Include keyword-rich titles, tags and descriptions when uploading content to video-sharing platforms. Search engines prioritize video over other types of content.

"Allow Others to "Own" Your Videos"
Videos should be social-media friendly and offered under a Creative Commons license. This will encourage back-linking.

"Keep It Short"
Audience attention continues to be a limited resource for marketers, so keep videos short and focused.

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Tags: Social Media Marketing, Content Marketing, HubSpot, Video

Statistics Every Marketer Should Know

Posted on Fri,Apr 08, 2011 @ 10:30 AM

From Marta Kagan at the Hubspot Blog, here are twelve statistics that demonstrate that inbound marketing is essential.

"78% of Internet users conduct product research online."
Your website will likely be a potential customer's first impression of your company, and they probably got there via Google.

"In the past year, Web-based email usage dropped 59% among 12-17 year olds."
That group prefers text, instant messaging and social networks as primary methods of communication. All Internet users under the age of 55 are sending less email.

"78% of business people use their mobile device to check email."
Optimize email newsletters for mobile devices.

"40% of US smartphone owners compare prices on their mobile device while in-store, shopping for an item."
As with email newsletters, optimize your website for mobile users.

"200 Million Americans have registered on the FTC's "Do Not Call" list."
That equates to 2/3 of the country. Factor in people who no longer have a home phone, and telemarketing looks dead.

"91% of email users have unsubscribed from a company email they previously opted-in to."
Keep your content relevant.

"84% of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising."
The percentage is certainly high for other age groups as well.

"57% of businesses have acquired a customer through their company blog."
A blog is the hub of any content marketing strategy.

"41% of B2B companies and 67% of B2C companies have acquired a customer through Facebook."
Facebook has demonstrated value to all types of companies.

"The number of marketers who say Facebook is “critical” or “important” to their business has increased 83% in just 2 years."
Facebook is capable of generating leads AND revenue.

"Companies that blog get 55% more web traffic."
Blogging is critical to upping your ranking on Google.

"Inbound marketing costs 62% less per lead than traditional, outbound marketing."
The average outbound lead costs $373 versus $143 per inbound lead. Why pursue leads any other way?

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Tags: Inbound Marketing, Social Media Marketing, HubSpot, Social Media Trends

6 Benefits of Inbound Marketing

Posted on Mon,Feb 28, 2011 @ 10:00 AM

Ron Fink, partner at Strategic Marketing Solutions, discusses Inbound Marketing on the Hubspot Blog. Strategic Marketing Solutions had to adapt to the disruptive technologies of the digital revolution in order to continue to provide engaging, measurable and profitable marketing solutions for their customers. They embraced the inbound marketing process: Get Found --> Convert --> Analyze.

Benefits of Inbound Marketing:
  1. Consumer Engagement - Enables the customers to interact not only with the company or brand, but also with each other.
  2. Consumer Empowerment - Gives consumers a voice and leverages that voice for innovation.
  3. Results Measurement - Inbound marketing system has an established set of performance analytics to gauge success.
  4. Digital Asset Integration - Enhances the consumer experience throughout the buying process.
  5. Resource Efficiencies - Allocates marketing resources to provide the greatest return.
  6. Organizational Connectivity – Functional areas within an organization can work seamlessly.
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Tags: Inbound Marketing, strategic marketing consulting, HubSpot

Social Media Content Calendaring from Hubspot

Posted on Tue,Feb 22, 2011 @ 10:00 AM

Valuable content, either interesting or helpful, keeps readers/viewers coming back. Organizations that provide that type of useful information don't typically come up with it on the fly. They create an editorial calendar and plan ahead.

Hubspot, like some print magazines, plans its social media calendar as much as a year in advance. Not only does this create a useful framework, it allows you to see how the content supports your social marketing objectives. It also allows you to track and repurpose existing content, to relieve the burden of constantly creating new content. A calendar can also assist with breaking larger pieces of content, like white papers, into smaller pieces that are more likely to be consumed.

View Original Article and Download Hubspot's Social Media Posting Schedule

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Tags: Content Marketing, HubSpot, Editorial Calendar

Questions about Email Marketing

Posted on Wed,Feb 16, 2011 @ 09:00 AM

Following a HubSpot webinar on the topic of email marketing, here are answers to some of the most common questions.
  • Will social media take over email marketing? - Probably not. While some companies have dropped email marketing in favor of social media, others, like GroupOn, continue to have a lot of success with it. Really, it depends on your target audience.
  • Tips for email subject lines? - Avoid spam-trigger words. Keep consistent with your branding.
  • Call-to-action placement? - Test different placements. Experiment with different forms (e.g. hyperlinks vs. buttons).
  • What email software to use? - Make a decision based on the complexity needed, your price limits, other specifics to your situation.
  • How do you avoid seeming like spam? - Convey real, meaningful value. Nurture rather than sell in the email.
  • How do you stand out and get your email read? - Take advantage of brand recognition. Become anticipated by introducing a series of offers.
  • Are open rates important? - Open rates aren't a reliable metric, nor are they accurate.
  • HTML or Text Email? - Companies have success with both. Consider mobile-friendly emails which tend to be text-based with fewer images.
  • Message length? - Shorter is generally better and more mobile friendly, but the message needs to be long enough to give enough context about the offer.
View Original Article

Also see A 7 Step Guide to Email Deliverability
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Tags: Marketing Strategy, HubSpot, Lead Nurturing, Email Marketing

HubSpot Innovations for 2011

Posted on Fri,Feb 11, 2011 @ 09:00 AM

Hubspot CEO Brian Halligan presents several new features in their inbound marketing software for the coming year.

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Tags: Inbound Marketing, Content Marketing, marketing automation software, Lead Generation Software, HubSpot, Email Marketing

Improving Lead Capture & Nurturing With HubSpot

Posted on Wed,Feb 09, 2011 @ 12:00 PM

Knowledge Management Associates needed a better system for nurturing leads and a better solution for capturing leads. HubSpot helped them with lead tracking and management, content management and marketing analytics.

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Tags: Metrics, HubSpot, Lead Management, Lead Nurturing

Use Metrics to Demonstrate the Effectiveness of Social Media

Posted on Wed,Feb 09, 2011 @ 09:00 AM

If you need to demonstrate the effectiveness of your social media efforts to a boss, colleague, or yourself, keep the following metrics in mind:

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Tags: Metrics, Social Media Marketing, HubSpot, SMB Lead Generation

The Inbound Marketing Revolution - Free Report

Posted on Mon,Feb 07, 2011 @ 07:45 AM

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Tags: Announcements, Reports, Inbound Marketing, HubSpot

Brian Halligan Discusses the HubSpot Product Road Map

Posted on Mon,Jan 31, 2011 @ 07:48 AM

Listen in to the HubSpot User Group, where CEO Brian Halligan discussed the HubSpot road map as they shift focus from sales and marketing to product development and innovation.  He also highlights how across 4000 customers, HubSpot users average a 10% increase in leads month after month. 

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Tags: Inbound Marketing, Lead Generation Software, HubSpot, B2B Internet Marketing

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