Hey, welcome to the Video Marketing Minute. This week we're talking about how to improve
inbound marketing data with video. We'll specifically focus on using HubSpot, but these
tips can also be applied to other marketing automation platforms such as Marketo and Peridot.
It's no secret that video is the best way to tell our stories and connect with our audience.
And in combination with marketing automation software, we can now measure our videos beyond
vanity metrics, allowing marketers to gain deeper data and see who watched a video, when
they watched it, and for how long. That's why we're covering four key ways that marketers
can improve inbound marketing data with video. First, build lead-generating campaigns and
sync leads with video. According to our State of Video Marketing Report, only 39% of brands
are currently using video to collect leads, yet tools like Gating Videos is an effective
way to capture contacts that get synced to your marketing automation software. A new contact
will be created where video engagement data will be added to already identified leads
that are tracked across your marketing funnel. Second, nurture leads through measuring lead
scores and video engagement data. After the initial capture of a contact, it's essential
to also set up lead scoring and engagement data for video behavior inside of your marketing
automation software. This data can give marketers a more granular look into user behavior and
allow for enrollment in workflows based on engagement. For example, if a lead watches
50% of a video, their score can increase by 5, and they could be enrolled in an automated
email workflow that sends them additional emails with more relevant video content. Third,
add video to emails. Including video in nurture emails is a natural next step for improved
click-through rates, engagement, and ultimately conversions. In fact, we found that by adding
a GIF to a marketing email can increase click-through rates by as much as 62%. Fourth, segment users
based on video behavior and data. Doing so allows marketers to send specific content
to users who've engaged with certain videos and place them into targeted workflows inside
of HubSpot. Whether a contact is placed into a nurture or a personalized follow-up email,
the ability to segment is key for nurturing prospects down the marketing funnel. In our
state of video marketing survey, it was reported that 55% of marketers are currently manually
tracking video metrics. By integrating video into a marketing automation software like
HubSpot, the need for manual segmenting and nurturing users is eliminated. By pairing
video and HubSpot, brands can measure video engagement, conversions, and ROI on their
video content, all while using targeted outreach to nurture and lead score their behavior.
It not only improves data, it improves every aspect of marketing campaigns. Visit this
link to learn more about the 23 HubSpot integration.
