There’s no shying away from the fact that your written content is always going to be important. What’s equally as essential is that you now incorporate inbound video into your marketing strategy if you want to take your effort to that all-important next level. Although video marketing isn’t anything new, the importance of inbound video within every marketing channel is something that should be given a lot more focus. So, find out how important it is and how you can do it yourself.
To make this easier to digest, we’re breaking this blog down into two sections. Just click on one of the headings below to find out more.
Just like your inbound marketing efforts, don’t create videos for the sake of it. Although you’re probably falling behind if you haven’t already started utilising video in your marketing strategy, it doesn’t mean that it’s too late to get started.
"In 2019, 80 percent of internet traffic will come from video while 13 percent of all internet traffic will consist of live video in 2021."
The rise of inbound video started back in 2016 and the popularity has only increased. So, make sure you give it a lot more importance heading into 2019 and beyond. One of the primary reasons behind this is that a study from HubSpot Research has shown that over 50 percent of consumers want to see videos from brands.
This also means these same consumers want to see video more than any other type of content. More than emails, newsletters, social images or even content in a PDF form to download and read later.
It’s not just for entertainment purposes either, and that’s where the inbound focus comes in.
The same source has also suggested that in 2019, 80 percent of internet traffic will come from video while 13 percent of all internet traffic will consist of live video in 2021.
When you consider that 500 million people are watching Facebook videos every day - according to Tubular Insights - it shows that inbound video needs to be at the top of your marketing agenda and not just an afterthought.
It’s clear to see where inbound video fits in, but it’s not all about brand awareness. It perfectly slots into the new Flywheel as videos help the way you can connect with prospects and convert them while you can also support and delight customers through inbound video.
Think of the wider picture with inbound video strategies. They can help throughout the entire Buyer’s Journey - even as far as sales teams, believe it or not, as the video analytics can help them identify the best or worst leads so it’s not just about adding video to your strategy for one particular area.
Your content needs it as you need to give your audience more than just one option: reading content.
While that’s important, they’re not always going to have time to read blogs whereas a one-minute alternative of watching a video can get the message across and solve pain points much quicker
Before rushing off to buy the most expensive video equipment possible, take in something important HubSpot Research has found.
According to their study, 2018 saw a demand for more raw and authentic video. They found that consumers and customers prefer lower quality videos that are more authentic as opposed to high-quality videos that give off an artificial and unauthentic vibe.
Just like you build trust and authority with your written content, the same can be said for your video content.
What this means is that you don’t need to go over your budget and see whether you’re able to afford getting started with inbound video. As long as you have the skills within your team and suitable equipment, it should be enough to confidently hit record and get started.
Other than a dedicated video team or editor, you’re going to need the relevant equipment to get started. Check out the following as a starting point.
That doesn’t mean you should go and search for the best DSLR on the market. They’re professional cameras and need relevant training. Mid-level cameras are considered the link between your basic cameras and the more advanced cameras - so they can be a good option.
They’re ideal if you’re 100 percent invested in inbound video but don’t want all of the technical specifics and want to just hit record instead. However, there’s nothing wrong with getting started on newer models of the iPhone.
Also, make sure you think about where else you’re going to host your videos. While they’ll be beneficial to have on your website, hosting them on platforms like Vimeo and YouTube not only makes it easier to embed in the future but also gives viewers an alternative to finding your inbound video content. Personally, we use TwentyThree and HubSpot as our central hosting platform, before posting on YouTube a few weeks later (this helps us keep the SEO benefits for our own site).
There are plenty of useful features built-in that can let you create professional videos while add-on equipment can also be bought to take your video content to a new level. Everyone needs a place to start and that learning curve is much smoother when you start smaller and work your way up.
There’s no right or wrong answer when it comes to what you want to film. Although, keep in mind that you need to create quality content over quantity and videos that viewers will actually get plenty of value from.
This is a great, alternative way to introduce your company and team. It’s an opportunity to give an overview of your company, what you do, your mission, your services and more. It’s all to build awareness around your company and to intrigue and attract your target audience.
Visitors that are thinking about working with you will obviously take up the option to see who is doing all of the hard work behind the scenes. Putting a face, voice and personality to a team member can help build a relationship with your visitors.
Showing your product or service in action can help tip a visitor over the edge to get in touch with you. It can range from a virtual tour of the software or even an unboxing. It just helps to give off a more transparent vibe to make them feel more at ease.
If you’re regularly hosting or attending events, then record them as well. They’re great resources to include on your website which can act as a useful knowledge base for visitors as well as building authority.
Rather than writing out a 5,000 blog post, how-to videos can be used to teach your viewers something new. It’s also a chance for visitors to understand what it is you do and how you have solutions to their problems - rather than reading a big chunk of text for each topic.
These are just a handful of videos you can begin shooting right away. To read more about each one in more depth and find out which other videos you can utilise, such as podcasts and live videos, then head over to this blog.
Different types of videos will need planning differently. For example, a short explainer video might only be through the webcam on your laptop, while a much bigger project will need more planning. Either way, follow the useful tips below so you know how to get started when filming your own inbound marketing videos.
It’s natural to assume that once your inbound videos are created and published, that’s the end of their lifespan. That doesn’t need to be the case, though, as you can continue to repurpose each video you record which can be beneficial for other marketing channels.
With inbound video on the rise and more important than ever, it’s important to understand that it’s just one tool in a wider marketing strategy that makes up inbound marketing. There’s still a lot more you can do outside of video to boost your results and make each campaign better than the last. That’s why we’ve created a handy easy-to-read guide so you can learn more about all things inbound marketing.
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