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Quick-form video is revolutionizing the best way companies utilize primary lead technology. On the other hand, are you aware of why and how to apply it to your marketing strategy?

When HubSpot started to emerge again in the early 2000s, the primary lead technology method was once natural search optimization. It worked amazingly well for HubSpot (and many other companies), helping us become the company we are today. However, things have changed.

AI trends and subsequent Google algorithm changes have significantly disrupted seo, making keyword competition fiercer than ever, and making it harder and more expensive to rank and boost guests. However, many new businesses are still turning to this technique to power their expansion in 2024, without considering other avenues, which Kieran and I believe is a huge mistake.

As discussed in a recent episode of Advertising Towards the Grain, we see the future of primary lead technology moving toward short-form video, and the data is backing us up. Short-form video was once reported to have the best ROI of any social media marketing strategy in 2024, with over 84% of business owners reporting that video had helped them grow their website visitors online.

On the other hand, what are the benefits of short-form videos and what is the best way to integrate them into your promotional plan?

Advantages of Fast-form Video as Lead Generation Software

Quick-form videos, like YouTube Shorts, TikTok, and Instagram Reels, offer businesses essential advantages over typical lead generation strategies. While the right benefits vary by product and business taste, 3 that Kieran and I find particularly compelling are:

• Scaled distribution: Video platforms give companies the right to use very large audiences, which is especially valuable for newer companies looking to grow their buyer base. For example, YouTube Shorts’ daily viewer selection is expected to reach 70 billion in 2023.

• AI Defensibility: video content is inherently more personality-driven with respect to wisdom-driven, which suggests that it is more difficult to duplicate with AI, ensuring that the content of the material remains unique and engaging

• Differentiation: With so many businesses relying on typical seo anyway, adopting short-form video units allows you to cut out the competition and quickly gain traction in less crowded spaces.

3 Tips for Using Video for Lead Generation

Learn how to test and incorporate video into your promotional workflow by accessing HubSpot’s Video Advertising Starter Pack and considering the tips below:

1. Focus on the narrative.

“Most fashion promotion is boring,” says Kieran. “Instead, try to closely design your own fashion as if you were writing a TV series.”

For example, instead of developing typical and short video campaigns, think of a long-term collection with routine characters and plots. This way of telling stories establishes a deeper connection with the target audience, making your fashion memorable.

Also, don’t underestimate the power of humor at all. “Some of the wacky problems I imagine anyone would have are hiring a comedy writer to help grow a company’s fashion ad campaign,” Kieran says. Humor, again, makes your video content memorable, further differentiating you from the competition.

2. Recycle the content provided.

Especially for teams with limited budgets and resources, repurposing existing video content is a great way to expand your portfolio of short-form content.

For example, recycle long videos by cutting them into smaller, more digestible clips. Turn webinars into video ads or buyer interviews into testimonials. This maximizes the shelf life of your content and helps it reach a wider audience.

Also, don’t be afraid to lean into AI. As Kieran explains in the episode: AI tools now show you how to take the text from a blog post and generate a two-minute instructional video that completely summarizes the blog’s key issues. Add AI-generated audio, embed the video back into the blog, and distribute it across other platforms to fuel guests. Instantly, you’ve created a multimodal blog post that engages readers in new ways.

3. Collaborate with influencers.

Engaging with influencers will help us reach targeted demographics with much less effort. For example, I could look for those who actually have a successful YouTube channel and TikTok account with a very vocal audience, and then collaborate with them for sponsored video content or embed my product in their content.

Pairing your fashion films with (moderately assertive) creators will enhance your credibility, as they have already received established trust from their fans. Additionally, value-aligned and branded influencers reinforce authenticity and ensure your message resonates with a receptive audience.

To check out our entire discussion on the future of lead technology, watch the full episode of Promote against the current under:

This blog collection is in partnership with Promoting Against the Grain, the video podcast. It delves into the insights shared by promotion leaders Kipp Bodnar (CMO of HubSpot) and Kieran Flanagan (SVP, Promoting at HubSpot) as they explore expansion strategies and learn from leading founders and friends.

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Last quarter, e-newsletter The Hustle ran an audit that generated 43,876 additional clicks on their emails.

Not 44,000 base. 44,000 further.

If you were like me, you would create terrible problems for more or less effort.

So I knocked on their editor-in-chief’s door and asked him to take over his secrets, his techniques and his methods.

Fortunately, the process is simple and repeatable, no terrible hassle required. So, put down that crowbar, because I’m going to share a process that you’ll simply start recently.

The how to do that they do

Ben Berkley, the editor-in-chief of The Hustle, is constantly flashing a mischievous smile. Which is becoming, because behind that smile is a deceptively simple manner, with a few twists coming.

Here’s how it works:

Each weekday morning, Ben prepares two separate space lines for each e-newsletter. At 5:30 a.m. ET, each space line is sent to approximately 30% of The Hustle’s target audience.

After an hour, the variant with the highest engagement is automatically sent to the remaining 40% of recipients.

“Is that it?” you might be wondering. “Is this just a stinking A/B test?!”

Not so fast. I promised you plot twists:

1. The diversities are sent to 4 predefined subscriber segments.
2. The winner is in line with the Click Through Rate (CTR) — now not the open value.
3. Ben’s secret ingredient: the WTF factor.

Let’s go into more detail.

Plot Twist 1: Reader Segmentation

The Hustle splits the two original checkout emails between 4 segments.

To help me understand this, Ben points me to Kaylee Jenzen, the MarTech wizard behind The Hustle.

(“If the Nobel Foundation ever awards a newsletter prize, I would nominate Kaylee in a heartbeat,” he says.)

“The Hustle uses HubSpot workflows to segment contacts with values ​​ranging from 1 to 4,” Jenzen explains. “Email 1 is focused on segments 1 and 2, while email 2 is directed against segments 3 and 4.”

In short: one email, two permutations, 4 sends. The reason?

“By spreading out email sends over time, The Hustle avoids triggering direct mail filters and promises more consistent delivery fees,” says Kaylee.

The conclusion: High sending volumes are a sign that email providers use to identify spammers. By reducing the recipient checklist and lengthening the sending events, you are making your emails more secure in the eyes of email servers.

Twist 2: Focus on CTR, not open rate

If you tried to A/B test your space lines faster, I bet you based the test entirely on the open value, right?

This is what with reference to every instruction will mean that you can know, and it is not a bad variety. But it is not the the simplest variety.

While the open rate measures the collection of readers who access the email, it may not separate out those readers who immediately delete it. The click-through rate, on the other hand, measures the collection of readers who actually interact with the email.

“By emphasizing CTR, The Hustle aims to not only capture the reader’s attention, but also encourage them to take action and engage further with the content topic,” says Jenzen. “This involves a strategic effort to pressure significant engagement before they simply open.”

You see, The Hustle’s open value is already higher than the industry’s market price, so changing the subject line only makes about a 1% difference in that metric. (#HumbleBrag?) So instead, its staff strategizes to focus that time and effort on cultivating even deeper engagement.

The conclusion: Open value maybe it would be be the metric you pay attention to. Alternatively, believe in your ultimate function. Optimize to achieve Thatnot what a YouTube tutorial told you to do.

Plot Twist 3: The WTF Factor

“When people look at their inbox, they often just try to clear out all the new stuff,” Ben says. “They usually get into a rhythm.”

That beat is the sound of your email being deleted.

“So the goal is to gently nudge someone out of their groove,” he says.

And that’s where Ben’s secret ingredient lies.

“To test this, you need to add a ‘WTF?’ factor.”

As the former executive editor of The Onion, Ben is no stranger to the WTF factor. Alternatively, that doesn’t mean he’s trying to recreate Onion titles for The Hustle.

“I never look for a wow price or a really exhausting control to confuse people,” he warns. “Instead, you want them to look surprising at the end and give them a piece of information that’s handy, a gross pause. You just want them to stop for a second cut.”

A couple of my favorite examples:

• Believe in yourself, instead not like this
• Buried under concrete in a landfill
• Escape from Toothpaste Prison

The conclusion: Your space line should be amazing enough to get them off autopilot and save you a few minutes dealing with your email.

Alternatively, what exactly does it suggest?

Simple and easy methods to write tracks on topics like The Hustle

Ben shares with me what he calls his “Subject Line Manifesto.” These are precise guidelines for the editorial voice of The Hustle.

1. Be surprising.

Now you should no longer bother someone with a sentence that confirms something they already know.

“Having worked in comedy, I know the ability to subvert expectations,” says Ben. “It’s the core of laughter and creating something memorable.”

“Aside from all the other unforgivable crimes, there’s only one unforgivable crime at The Hustle,” he adds. “Being boring.”

This doesn’t mean you have to try to be funny. In fact, that might be inappropriate for your emblem. You’ll be able to subvert expectations with new knowledge, surprising ideas, or a thoughtful question.

What part of your email is in conjunction with something new in the conversation? That’s your space line.

And speaking of which…

2. Strong spatial lines are born from powerful stories.

“The subject line should test the general mood of the e-newsletter and, in addition, the best content topic of each day,” Ben explains. “So, really, the art of writing a terrific line of space begins with the art of writing powerful stories.”

So if your email he doesn’t do it add any remaining news to the conversation, possibly pause the subject lines for now, and review your content management method.

3. Don’t settle for easy laughs.

If you decide to use humor, don’t use the same pun that 10 of your festival used. You probably just thought of an example. Skip that.

“The low-hanging fruit in comedy is low for a reason; it’s there because that’s what people expect,” Ben offers. “If you give it to them, you might get a few light laughs, or a sympathetic grunt or two, or you definitely don’t get a stomach-churning because they weren’t shocked. The valuable content comes from the jolts.”

And while we’re at it…

4. Do not suspend clickbait in any way.

“It’s really easy to have a line of issues that feels really clickbait, and that’s the overall feeling we really want our target audience to have,” Ben warns. “In this hyper-competitive attention-gathering machine, if you ruin that relationship, you’re never going to get it back.”

5. Keep it transient.

The Hustle sees a noticeable increase in power in space lines which can be as little as 11-15 characters long.

Their shorter space lines enjoy a commitment that is almost worth 75% higher compared to longer emails.

“When I approach space lines, I always tell myself: Those words are there to tickle their taste buds, not weigh them down,” Ben says. “You want to give them just enough context to pique their interest, or one that’s really a lot that makes them feel like they’ve already had the whole story.”

Now that you are a telephone line expert, let’s continue with the matching process.

Simple and easy ways to check out in space

Sending a few emails every day seems like a lot of work, and I wanted be if you did it manually. Fortunately, most email marketing tools have a more or less automated A/B testing feature.

The Hustle uses Advertising and Marketing Hub, so we’ll show you the best way to do this within HubSpot; otherwise, the process should be identical no matter which tool you use.

1. Create your email as usual.

In HubSpot, as in most tools, this will rarely be the A/B control type. (So set it up accordingly and offer it as the first variation of your subject line.)

2. Click on “Create A/B Checkout” in the top left corner.

3. Enter a name for type B, then click “OK”.
Don’t overthink it. Naming conventions are a safe place to show your boring side.

Even Ben forgives him in the screenshot below.

4. Change the subject line for type B.

It goes without saying that a perfect practice for A/B testing is to easily swap a part based on the checkout. Otherwise, you will probably distort the effects.

5. Under the type drop-down menu, click “Arrange checkout.”

6. Set A/B distribution to the desired mix.

The Hustle uses 30% of its recipients for each variant, with 40% reserved for the winner. Alternatively, with over two million subscribers (#HumbleBrag confirmed), it will perhaps spare a few readers for more of the right kind of results.

If you have a lower send amount, you may want to stick with 20-25% for each checkout type. While your checkout may be in line with a lower development size, the winner shown can be noticed by the use of additional recipients.

7. Set the success metric to “
Click on
Through Tasso.”

To replicate The Hustle method, you will need to choose CTR. That said, consider the goals of your advertising marketing campaign.

The tool may also allow you to choose “open value” or “click on value”.

8. Set the “Checkout Duration” to at least one hour.

You will see a warning asking you to set a duration of “at least 4 hours” to get conclusive results.

This is a great tip for many promotional emails, or it can be a topic for newsletters. HubSpot research shows that the best sending times are between 9:00 a.m. and noon Eastern time.

You can see why a four-hour check might be a little more complicated. Alternatively, what you lose in statistical significance, you make up for in eyeballs.

9. Click “Save Changes”.

10. Review your email settings and recipients as usual, then send.

Give it your all

To calm our prison department and keep you from knocking My door: I can’t promise you 43,876 additional clicks.

Alternatively, by taking a data-driven approach, you’re almost guaranteed to see expansion. Pair that with Ben’s advice, and you’ll similarly throw your readers off their feet ad infinitum.

At the very least, you’ll never be bored.

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