How to use engaging video content perfectly in an inbound marketing campaign

Inbound video can be used at the Attract, Convert, Close and Delight stages to provide value to customers and ensure they convert. Here's how.

How to use engaging video content perfectly in an inbound marketing campaign
Written by Jacob Stear
Inbound video, Video  |   3 minute read

When done correctly, video can seamlessly integrate with your inbound marketing campaign and boost conversions. But, like with your written content, video needs to deal with the consumer’s pain points at the stage of the buyer’s journey that they’re in.

Here are a few tips when it comes to adding video content to your next campaign.

D22 - White room

The right videos at the right stages of the buyer’s journey

You’ll already know that inbound is all about providing value to consumers. Each stage - Attract, Convert, Close and Delight - is an opportunity to give someone engaging content that establishes trust and builds authority.

1. Attract

A customer might not even know at this stage that they have a pain point that can be solved. The attract stage is an opportunity for someone to get to know you, your brand and the services that you offer.

Create informational videos that establish your brand as an authority in your industry. You don’t need to sell your products at this point. Instead, answer questions that someone might have.

A common video format at this stage is a how-to or tutorial that immediately solves a challenge that someone’s searched for. They might watch the video, get the answers they need and then leave your site. That’s perfectly okay because in the future when they do need something that you offer, they’ll be drawn to you because of the previous value you provided.

2. Convert

Buyers at this stage have been attracted to your site and are ready to be converted into customers. Content at this stage should be a little more promotional, although more in-depth how-to videos can also be successful here.

They might still need some convincing to choose your business so videos should be informative and persuasive. We’d recommend case studies or demo videos because they show your business and products in a positive way.

Video content at this point needs to sell your brand without actually being a sales video. This is why case studies are so effective here. The viewer will see someone similar to them benefit from your business and want the same for them.

3. Close

Leads are transformed into customers and closed at the right time. At this point, your videos might be the final confirmation someone needs that you’re the business they want to work with.

At this point, it might not even be product videos that turn someone from a visitor into a customer. Try creating testimonial videos from other happy clients or videos that show off your company’s culture and customer service.

Sometimes, a customer is already sold on a product. They’re just deciding whether or not it’s your business that they want to work with. Videos that highlight your outstanding customer service will show that you’re the right choice.

4. Delight

Just because they’re now a client, it doesn’t mean you can’t still offer value to a customer. The whole concept of inbound marketing involves giving customers something they need. At this stage, if you can do that successfully, then they’ll become your business’ biggest promoters and help to bring in new customers.

There are a few different video options you can try at this stage and then see what works. A thank you video is a great way of showing someone that they’re valued, especially if it’s personalised in some way.

Onboarding videos are useful for helping customers get to grips with their new product or you can build up a library of educational videos. This can keep someone visiting your content long after they made their purchase.

Using existing content

There are all kinds of new inbound videos you can create to implement into your marketing campaign but you might also have some existing content lying around that you can convert into videos.

If you already have a large library of blogs, then you can create short video snippets from some of the more popular ones. The same can be done for downloadable content and FAQs you regularly receive from customers.

Audio podcasts can become video ones and any presentations you give to staff or colleagues can be filmed and turned into webinars. Consider all of the content you currently produce and see if it would work as a video. You’ll be repurposing good content, ensuring it has a wider reach and boosting engagement.

Inbound video 101

Video needs to be at the heart of your next inbound marketing campaign, providing value for clients at all stages of the buyer’s journey. The videos need to be engaging, relevant and professional - a difficult combination to master.

For tips, tricks and advice when you’re getting started, make sure to download our comprehensive guide to inbound video. We've covered how much it’s going to cost to start making inbound videos, how you go about executing it and some examples of the different types.

Transform your whole business with video

To see how video can work for every area of your business, click the link below and see how you can make an impact and amp up your performance to attract and delight.