24 February 2016
Lights. Camera. Inbound Marketing.
If a powerful alliance could be formed between two creative disciplines in the digital world, it would be between video and inbound marketing.
In fact, such an alliance has been in place for quite some time and any company that fails to integrate online video in their digital marketing strategy will risk hindering their business potential. And here’s why...
Image source: HubSpot
The story begins with high quality, entertaining and informative video content on your homepage or on your blog. A consumer stumbles across it (via effective keyword research on your part of course). They watch your video. Maybe take a look through your blog. They like what they see. They think, “These guys know what they’re talking about.” They decide to subscribe to updates of new videos or blog posts. As a result, they’re now a lead.
If you engage and nurture them, you’ll find that that lead will soon become a customer. You jump up with joy. You continue to engage with and delight your new customer. And voila, they are now a promoter of your brand.
And that’s just a small part of inbound marketing. But how did it all begin? With great content, that’s how! And great content involves video.
In fact, according to Cisco, by 2017, video will account for 69% of all consumer internet traffic. What’s more, and prepare to be blown away here, Moz found that incorporating video into a blog post attracts three times as many inbound links compared to blog posts without video.
But let’s take a step back and look at video and inbound marketing separately.
“Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.”
But you can’t share any old video content with the world. It needs to be planned, produced and executed in a professional way. It has to demonstrate skill, finesse, and elegance. Don’t make the mistake of throwing spaghetti at a wall and seeing what sticks. Chances are, if visitors see a badly produced video on your website, they won’t come back.
Today, online video is synonymous with content marketing. And we all know by now that compelling content is the driving force behind inbound marketing. If done right, video can be very persuasive.
As humans, we are by our very nature, quite a visual species with a fairly short attention span. This means that although infographics, whitepapers, articles, podcasts, e-books and guides are no doubt extremely effective tools of inbound marketing, nothing does it better than video.
Video simply ups the ante and takes things to a whole new level. This is because it’s a unique door into the world of content marketing and your customers.
When done the right way, video content fuels engagement, storytelling, brand awareness, conversion, lead generation and SEO.
If a picture paints a thousand words…
“one minute of video is worth 1.8 million words. Content marketing is the art of doing more with less and there’s no doubt that video does this superbly."
And because video is highly entertaining and quicker and easier to digest, you can place your audience and website visitors right at the epicenter of everything you do, guaranteeing they will return.
Which brings me to my next point…
Image source: Entrepreneur
We can’t reiterate enough that content should always be tailored to the right audience and delivered at the right time and place. By knowing your audience, you will not only know what your video content will accomplish but you will also be able to create a video that evokes emotion.
The fact is, people buy products and services to solve a problem. If you’re aware of their problem, you can provide a solution.
Did you know, “70% of B2B buyers and researchers are watching videos throughout their path to purchase.” Not only that, but “64% of consumers are more likely to buy a product after watching a video about it.”
Targeting audiences on different social mediums is crucial. This involves coming up with a video strategy that is highly targeted and relevant to an audience, and which most importantly, entertains.
More specifically, your strategy should tap into targeting and retargeting on Facebook. Videos on Facebook are currently being watched more daily than on YouTube and right now, the Newsfeed algorithm puts more of an emphasis on video which is also known as ‘reach.’ When you host your own videos, instead of linking out, you have a much higher chance of your video being seen by a specific audience.
On top of this, Facebook now allows you to target prospects based on their demographic, interests, purchasing behavior and even location, which adds an extra layer to targeting, helping you make your audience more specific and targeted over time.
Behind the scenes.
First impressions are everything, and video is quickly becoming a powerful storytelling medium that connects with prospects in an instant.
It shouldn’t be just your existing clients who are aware of your company’s personality - let your business’ brand character shine through in the form of a short, humorous video, one that is bound to entice visitors and keep them coming back for more.
This way, not only will your audience be immersed in your story but they will also learn a great deal about your company, your values, and how you do things. This sets “the stage for more human interactions between brands and consumers."
As well as bringing your company to life, video content can significantly strengthen your SEO strategy. Brand awareness drives traffic and traffic increases social shares and vice versa. All of which in turn attracts natural inbound links and raises exposure online. A great, informative, entertaining video on your homepage will attract inbound links. In the first instance your video could earn a lot of social shares. And if it’s truly fantastic, people may choose to imbed your video on their website and then link back to you.
To boost your SEO even further, it’s best to use a combination of hosting videos on your own website and hosting them on YouTube. YouTube gives you exposure but hosting it on your own domain potentially gets you a link.
As you can see, we have come full circle:
- Making easily accessible, great video content attracts visitors.
- More visitors means increased traffic.
- Increased traffic drives SEO.
- SEO fuels inbound marketing success.
All of this in turn translates to more visitors seeing your video and therefore landing on your company’s website.
Image Source: HubSpot
As with everything inbound, you need to have a strategy. Your video needs to be high quality, relevant, useful and timely. Place yourself in your prospects’ shoes and think about what would grab you and what would inspire you. And then go that little bit further and blow them away with your ideas. Watch your analytics soar, tweak content as you go along and be inbound.
We'll now leave you with an extremely effective example of a piece of great video content that Cancer Research UK produced to make people think and entice action.
What's your favourite video you've seen lately? Why not tweet us your thoughts at bcsAgency?
For further information about how great video content could help your campaign, why not get in touch.