Culture That’s as Much About Heart, as It Is the Bottom Line
Frequently, the yields of one campaign are the beginnings of another, especially when these initiatives feature exceptionally well crafted and technical content. Take, for instance, the Two-Minute Drive video campaign (see “Two-Minute Drive Video Campaign: How to Maintain Contact in a Lockdown”).
The Two-Minute Drive video series was created to help stay in contact with customers during a pandemic lockdown. It was part out-reach during a difficult time, yet it was also designed to address some of our customers and prospects most frequently asked questions about SPOC products and related matters.
Challenge:
Seize an opportunity, using all the tremendously valuable expert information in the Two-Minute Drive video campaign by leveraging it for additional customer engagement.
Result:
The campaign was HUGLEY successful, garnering a 968% increase in total video views! So, knowing we had a great thing going, the information contained in each video inspired SPOC and FitzMartin to create an FAQ Library and a Live Chat.
“For an innovation company, the status quo really is our enemy.” -SPOC CEO
Using HubSpot’s Service Hub, we developed a full-service online library of FAQs using HubSpot’s Knowledge Base. Once created, these Knowledge Base articles are added into the HubSpot ChatFlow, which allows a chatbot to easily field questions by funneling FAQ information to customers automatically.
Implementing the FAQ videos through Knowledge Base has changed how SPOC communicates with its customers, in part through an increase in chat requests on the website. The SPOC sales team has told us that this was the most impactful marketing effort they’ve seen in years.
STRUGGLING WITH DISPLAYING YOUR CORE VALUES AND CODIFYING YOUR INTERNAL CULTURE?
In succession, several employees state, in their own words, why their role is so critical to the company and the success of customers.
And make no mistake, this video, by featuring happy dedicated employees, also sells the company to potential customers, as well as recruits considering joining the SPOC team.
