Go Big or Go Viral: The Value of Including Video in Inbound Marketing

Video Camera Lens ApertureDigital video productions used as part of your inbound marketing strategy can do more than just engage an audience.

In today’s digital age, consumers have grown to rely on visual cues and aesthetically pleasing incentives to fuel purchases and sway opinions. Video is everywhere, and it’s doing a thorough job of capturing the minds and opening the wallets of consumers. The rising popularity of YouTube personalities, Twitch streamers, and Vine celebrities continues to pave the way for new video production avenues through which individuals and brands can branch out and reach audiences.

For businesses and personal websites alike, video has traditionally been a strong driver of engagement and click-through rates, and it doesn’t look like the runaway video train is coming back to the station any time soon. That’s why it’s important to understand the value that video production and online video advertising can bring to your inbound marketing efforts.

The YouTube Revolution

Simply put, the times they are a-changin’.

Whether you’ve noticed or not, digital video production has literally exploded. Today, people are creating high-quality content from the comfort of their homes, and some are pulling in more viewers and ad revenue than primetime television programming.

Don’t believe it? Just take a look at Felix Kjellberg (aka Pewdiepie). The 25-year-old YouTuber-turned-millionaire has the attention of 40 million subscribers and made $12 million pre-tax in 2015. While Kjellberg may have topped Forbes 2015 list as the highest earning YouTube star on the planet, he’s definitely not alone. The YouTube generation has emerged, and it’s here to stay.

what marketers use video for

Video Production and Inbound Marketing

With consumers captivated by video, it’s no surprise that 93% of marketers used video in some form for online marketing, sales, and communication in 2015. Video can be implemented just about anywhere you need to add impact at different stages of the sales or marketing cycle.

Not sure how to incorporate video as part of your inbound marketing strategies? We’ve got a few suggestions to get you started.

  1. Blogging: Instead of emphasizing headlines and breaking up content with lists (methods still widely used and utilized by bloggers and readers), try dropping a short video into blog content to visually deliver a message.
  2. Product reviews: Customers want to see products in action, and what better way to give them a sneak peek before purchase than to feature a video product review? Bonus points if you can convince customers to send in their own product review videos.
  3. Instructional videos: As with reviews, instructional videos are an exceptional way to highlight how to use a product, implement a marketing method, or outline a step-by-step process. In fact, it seems more people use Google and YouTube these days to find how-to videos and follow instructions than they do reading instruction manuals.
  4. Promotional content: Using video production services to create high-quality promotional content for web and television exposure is nothing new. Video marketing is a great way to promote your company’s culture or highlight ethical and environmentally friendly practices.
  5. Live and streaming video: Not all video content needs to be pre-recorded. Sometimes streaming a live event is a great way to engage an audience. Services like Meerkat and Periscope make doing so easier than ever.

The Impact of Digital Video Production

Incorporating video productions into your web content can help power your digital strategy. If you take advantage of the suggestions above, and tailor them to work for your business, video can be used to gauge success and measure marketing goals.

  1. Brand visibility: Addictive video content spreads like wildfire. Remember the “Will it Blend?” videos from Blendtec? Include a subtle watermark, create entertaining content, and watch your brand visibility skyrocket.
  2. Market segmentation: Video content can be utilized to divide a broad target audience into smaller subsets of consumers. With the metrics and viewer feedback available today (views, likes, comments, etc.), gauging success and effectively segmenting your audience is easy.
  3. SEO keyword relevance: Search engine optimization still plays its role in online video advertising. If you use targeted keywords in your video title tags and descriptions just like you would written content, it’s easy to measure success and adjust your marketing strategy accordingly.

Keep Video Simple

Digital video production shouldn’t be your one-and-only method for engaging consumers, but not having video implemented anywhere can affect business these days. You don’t need hour-long seminars dripping with Stanley Kubrick style on every page of your website, but injecting short, informative videos where it can enhance content is a smart idea. Keep it simple, think like a consumer, and have fun.

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