How HubSpot Uses Live Video in their B2B Marketing Strategy
I recently moderated a panel session at Content Marketing World called Opportunities for B2B Brands in Live Video. Two of the panelists were previous guests on the Social Business Engine podcast; Amisha Gandhi from SAP and Andrew Spoeth from CA Technologies. The other panelist was Chelsea Hunersen, at HubSpot. Chelsea is the featured guest on this episode.
Chelsea Hunersen is Social Media Marketing Manager at HubSpot, a marketing software company that specializes in inbound marketing. They create content for marketers in various formats. Incorporating video into the mix adds a new level of complexity that allows their audience to get “inside the mind of HubSpot.” They’re using live video to drive viewers to other content, to increase engagement, and to gauge interest levels on various topics.
Before even thinking about gear and the process of doing a live video, check with your organization’s lawyers and/or consult the social media policy. You’ll also want to get executive buy-in, especially if you’re in a large business. When brainstorming what to share on live video, be sure to align with your content strategy and business goals.
HubSpot is putting more planning into their videos now than when they first started with live video. They consider camera angles, who is involved, and what questions will be asked. After the prepping they let it run naturally. HubSpot has a casual set up with a phone propped up or on a tripod, as well as a more professional setup with a consumer grade camera, a converter, and free software that sends the live video to Facebook.
“One of the best things about live video is very little needs to be involved.” @chelsealikeny #sbeshow
Chelsea points out that a lot of their videos are shot with iPhones. She reminds you to be cautious of volume, lighting, and your WiFi signal. You can test all of the factors involved by switching your Facebook privacy settings to “Only Me” and recording a short clip that you later delete. When preparing for a live video remember to pre-promote your content. Chelsea recommends collecting email addresses and offer to send a calendar invite or an email reminder.
Once you’re live, amp up engagement by asking simple questions that can make your viewers feel invested in the video. Questions like, where are you from and what did you have for lunch, are easy for everyone. It’s also a good idea to mention what the broadcast is about for new viewers who may have come in after your introduction.
Experimenting with Live Video
HubSpot is doing their own experimentation with live video. They share behind the scenes videos and even did a Facebook Live of employees attending an improv class. Another live video HubSpot shared was a tour of their new office in Dublin, Ireland that helped portray their company culture.
Their most engaging Facebook Live post was when a colleague of Chelsea’s, who works with Leadin (a WordPress plugin from HubSpot), had a natural, 30-minute conversation with viewers. She took questions and even used a whiteboard while recording. The live video helped to humanize the HubSpot brand and provided the opportunity to mention their product, Leadin.
HubSpot has also shared excerpts from their podcasts in live videos to pique their viewers’ interest in downloading the full podcast. The content that your brand shares should be entertaining, but still in line with the type of content your audience expects.
Repurposing the video is a great source of content. Here on Social Business Engine, we take my Poolside Sales Chat videos that I record live on Periscope and turn them into blog posts. As I mentioned in my previous episode, you should find your “Chewbacca Mom” employees. They can be a great source of talent to record live video for your brand.
Featured On This Episode:
- Chelsea Hunersen on Twitter and LinkedIn
- HubSpot’s website
- HubSpot on Facebook
- Download Social Business Journal, Volume 8: The 5 Biggest Mistakes in Social Media Monitoring
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- Write a review of this podcast in iTunes
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