How to Use Video Content in Inbound Marketing

How to Use Video Content in Inbound Marketing

There is no doubt that video is one of the most consumed types of content on the web right now. It has the ability to convey information in an interesting and engaging way, and is one of the easiest ways to emotionally connect with your audience.

According to Cisco, video content will account for 69% of all consumer internet traffic by the end of this year. Sounds like video content should be a high priority right now, yes? So how do you make it and make it well? We’re here to share some of the best ways you can incorporate video content into your inbound marketing strategy.

Teach
Whether you are trying to reach new customers for more business or become an influencer within your industry, distributing educational video content is a great way to teach your audience about your business. You are not only able to show your audience what kinds of products and services you offer, but also address any questions or concerns they may have about your business and what you offer.

  1. Demo Videos
    You want your customer to fully understand what kinds of products and services you offer, right? Video demonstrations of your products or services are highly effective ways to define unfamiliar terms and explain difficult concepts to your audience. Videos that are easy to digest are very helpful not only for promoting what your brand has to offer, but also for explaining to your audience how to use your products.
  2. Blogs to Videos
    If your business has a blog, (and if it doesn’t, check out some of our favorite blogs for great examples to get started) chances are the vast majority of your content is educational to some degree. Ever noticed when a concept you're trying to explain is particularly difficult to illustrate in a written blog post? Would it be easier to digest in video format? If you have a blog post full of information that would be better represented visually, you can turn that blog into a video!

Promote
While sharing educational content can be promotional, sometimes you just need to flat-out tell people why your business is so great. This kind of content is easy to make into videos as well. Promotional videos like this are not only beneficial for showing future customers the benefits of the products and services you offer, but may also show more humanizing elements of the in-office environment for recruitment purposes.

  1. Calls to Action
    We all have calls to action on our website, in our emails, our social media posts, and usually at the end of videos. But what if a call to action could be turned into an entire video itself? Considering that video is so highly ingested by audiences right now, it’s safe to assume a video promoting a call to action would be more effective at gaining clicks. For example, “sign up for a free trial” could feature video screenshots of how to sign up for your trial, and what the trial offers once you’re signed up. A video for “subscribe to our newsletter” or blog could visually show your audience what kind of content they could expect if they signed up! A video call to action is an interactive, more engaging way to attract your audience than a simple button on a screen.
  2. Client Testimonials
    Clients who are happy with your products and services are truly your best advocates.Their success stories can inspire many different kinds of video content, but one of the most effective is the client testimonial. If your personas are engaged by this kind of content, sharing it across across social channels, in emails, and on your website is one of the best thing you can do to promote your products,services, and business overall.
  3. Behind the Scenes Peeks
    Going behind the scenes is a great way to share your brand personality with your audience members. You can film videos that give a unique perspective on your products, or simply introduce employees or walk around your office space to give your business a humanizing element, and show your audience the kind of work culture you have. These kinds of videos not only help promote your business to future customers, but can also help with recruitment. It’s 2017, not many people want to work for an uptight company anymore. Show them you know how to have fun while getting work done!

Engage
In today’s online climate, there is nothing better than bringing your audience live content. Statistics show that 80% of audience members would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts. Those are pretty high statistics. So what kinds of live videos can you create to engage your audience?

  1. Live Q&A
    A great way to engage with your audience using live video content is to shoot a Q&A with either a relevant influencer within your industry, an important member of your company, or really anyone you think your audience would be interested in hearing from! There are many platforms now that offer live video options, (YouTube, Facebook, Instagram) giving you a great opportunity to repurpose your live videos. Once you’ve finished broadcasting, you can share the video on other platforms which support video content. This really keeps your different audiences across different platforms happy!
  2. Live Industry Event
    If you’re hosting an event within your industry, it’s most likely impossible to invite your entire audience to join you in-person, so broadcast it for them live! As I mentioned above, live video is a great way to engage your audience, and this, again, is a great opportunity for repurposing content. Just post the event video on other platforms with a simple: “Check out what you missed!”
  3. User-Generated Content
    Finally, whether it’s live or not, user-generated video content is a great way to engage your audience. Showing your audience how your products are really used can be significantly more convincing than any traditional marketing video content. So how do you gather this content? It’s really as simple as asking for it. Host contests, giveaways, or simply ask fans and customers to send in a video of how they use your product or service, or why they love your brand. You can simply share these videos on social channels, or even create an entire campaign with landing pages and emails.

Has your brand tried any of these video content methods? Do you have a favorite? Let us know in the comments!

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Posted by Emily Salswedel

Emily Salswedel

Social Media Producer - Emily uses her background in journalism and love of pop-culture to create informed, relatable content. As a social media enthusiast (even her SIMS Character is a Social Media Writer), she aims to find a relevant hashtag for every situation, and find a use for instagram in every campaign. She’ll be your best friend for a bag of flaming hot cheetos. #NoShame.