The Midsize Agency Partner – MahaloHub

Today’s agency offers a specific marketing service to both Midsize marketers AND the agencies that serve them.?Meet Patrick Rooney , CEO and Founder MahaloHub . Are you having challenges scaling your video content for social??MahaloHub created a mousetrap that solves this issue.?I’ll let Patrick explain this genius idea.???

?Julia: Patrick, my readers want insights on partners that help the marketing challenges for Midsize firms and brands.?What should they know about MahaloHub?????

Patrick: MahaloHub is based in Chicago and was introduced to the market in November 2023. So, we are new and a bit different from the agencies usually profiled in your newsletter. MahaloHub is a SaaS tool that makes it easy for companies to capture a ton of authentic customer and employee video testimonials, edit them, and share them across the organization’s digital properties. Authentic video stories provide true social proof and are far more impactful than traditional video. They are not intended to replace beautiful, cinematic video but to supplement and augment it.??

Julia: I've always found it difficult to systematically capture great authentic consumer videos at scale.?It’s so hard to wrangle participation, vetting, deploying, etc. So, I’m excited about the creative solution.?What’s MahaloHub’s Secret Sauce when it comes to working specifically with Midsize companies???

Patrick: Thanks to the growth and evolution of Instagram, TikTok, and many other social platforms, the demand for video continues to grow. The challenge many Midsize companies face is that keeping up with the demand is expensive and time-consuming, and their budgets cannot support the volume of video needed. At the same time, there is a growing appetite for content that features real people sharing real stories.

Our goal was to streamline the entire process to enable midsize companies and their agencies to invite customers or employees to answer specific questions (“What is the best thing about a product?” “What was the experience like?” “Would you recommend and why?” etc.), make recordings on any device at any time, provide simple but powerful editing and branding tools that anyone can use, and easily share the content. The guiding design principle was that my 9-year-old daughter needs to be able to use it with no instruction.?

While we have wonderful midsize customers (ZoomInfo, Domino’s, American Marketing Association, etc.), we also partner with agencies to enable them to wrap services and campaigns around MahaloHub. Either marketing teams or their agencies can plan to efficiently bring the brand’s story to life through customers’ stories. They can capture a ton of great, authentic video stories using the MahaloHub tool, which makes it super easy. Then, they can develop the campaigns to put this content into action. We want to enable marketing teams and agencies to meet their video needs with creative ideas but without the high cost, hassle, and time requirements.??

Julia: I love the “Can my 9-year-old execute this?” test. I can also see how the MahaloHub tool could be useful to a Midsize brand marketing team OR to the agencies that make them shine.?Can you share a case study of work you have created with a Midsize client???

Patrick: One of the ways the Talent Acquisition team at ZoomInfo brings its Employer Brand to life is through its employees’ stories. They ask questions about the work culture, opportunities for advancement, a day-in-the-life of an employee – and then share them across their careers page and social media.

They have created various campaigns focused on different groups, such as Early Careers, Women in Sales, Global Expansion, and have amassed a tremendous library of authentic employee stories that provide candidates with a candid glimpse into what it’s like to work at ZoomInfo.??

Talent acquisition and Employer Branding are a great example of the creative ways companies can use authentic video content beyond customer testimonials – it could be thought leadership, product feedback, internal communications, sales enablement, events or location-based engagement. This is why we are so excited about partnering with agencies – to provide a cost-effective tool that can fuel creative ways to bring their clients’ stories to life.???

Julia: I love this example of supporting the company’s Employer Brand. These examples show the value of authentic conversations that will resonate on social platforms.?This campaign is the kind of valuable brand asset that frequently does not get created without an efficient way to bring it to life. Huzzah!?You fixed that!?Patrick, what advice would you give to Midsize companies looking to solve for the cost and efficiency challenge of content creation????

Patrick: Advice??Keep three things in mind – manageable costs, user experience, and planning advice to set up winning executions.??

All marketing budgets are tight, so cost efficiency is an obvious consideration, especially when it comes to video. Remember that adding new user-generated video content should not wipe out your core video content budget. MahaloHub is designed to supplement traditional video production, almost acting as a budget multiplier with additional capabilities.?

Aside from cost, a huge consideration is user experience from the perspective of managing the tool and the person recording the video. It has to be super simple all around. Eliminate friction from the experience so customers and employees can authentically tell their stories about your brand.?

Not everyone will be comfortable recording a video, so it's important to identify who to invite and which questions to ask. This leads to an overarching plan. We share a planning guide with customers at sign-up because, like anything in marketing, companies need to be very clear about what they are trying to achieve and organize around their objectives.??

Why do we need video testimonials or other authentic video content? What will we do with them? What does success look like??What resources do we need, and what are the roles and responsibilities? What is the communication plan to create awareness and set expectations? A little planning with a partner will go a long way.??

Julia: To recap, you would have Midsize marketers and their agencies consider manageable costs, user experience, and a planning partner before jumping in. That makes so much sense. Patrick, it sounds as if the MahaloHub tool from the MahaloHub agency is a great solution for midsize companies looking to create authentic video testimonials and content at scale. Readers, I can certify MahaloHub as a Midsize Agency Match Up.???

For those of you who want to speak directly to Patrick, you can reach him at [email protected].?Or visit Mahalo Hub’s website to learn more about using this great tool.?

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