Welcome Inken Kuhlmann-Rhinow of Hubspot at the DMEXCO, the largest digital fair Video marketing is a big trend theme
Why has it become so important and what value can a company derive from if it puts on video marketing in all segments? Yes, definitely a very strong topic, which many companies are still reluctant to do and do not go down the content step towards video It becomes all the more important because many more consumers ask for it We want to read less We just want to hear more about video, visuals and information Is that the convenience or is it perhaps the realization that film goes in faster? in humans, so emotions and information better mixed, so they tend to get stuck compared to text or other picture messages? What are your experiences? Both: There's more interest in video content because it's easier to capture, learning new things and looking at it, if you have the time
But of course it's also an effective marketing tool that I can use in many areas Companies now notice this and are increasingly focusing on it In which areas? Is it just PR or just marketing where I can profitably use video? Or are there even better gears? That has changed quite a bit, interestingly enough In the beginning we always said video is for Awareness, Brand and the beginning of the funnel Meanwhile, we see it that way, that it's much more effective if I'm not just for it but also in customer processes when I already have an interaction
How can I use it effectively in marketing, in the middle part of the funnel? In sales, when I send videos to new customers? It is a more personal address And what role does video play in search engine ranking? A big one: many companies are still focusing too much on "I want to rank Google, as we call it internally But if I pay attention, if I enter something on Google: What do I see in the first third of the screen? I see the Knowledge Graph, I see video content, I see pictures Just for that I should try to rank Do not just focus on the lists and the links, but also for these formats optimize
And how can I quickly get started as a company? Do I have to handle a lot of money, if I want to pimp my online store with videos? How can I optimally start? There are very cool tools like Vidyard and cheap stuff that I can use The nice thing is, what we find now: we are more receptive to videos, that are not professional The videos we tested ourselves are really authentic, they are live or who has picked up a sales person or a marketing person himself on your own laptop Loom is a very nice tool that I can recommend to anyone We use that a lot
I can just start with that Do not be afraid that it does not have high quality, that's best! Thank you, Inken Kuhlmann-Rhinow of Hubspot Thank you
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