A favourite of traditional video marketing. Create videos that show exactly how your product or service works. It can be putting a physical product to the test or a walkthrough of your software - either way, you need to show what you’re selling in its best light.
Demos should be used at the close stage of the buyer’s journey and only when someone’s aware of the issue they’re having and ready to make a purchase. The goal of a video like this is to sell your product.
Case studies and testimonials
Videos that show happy clients and the great work you’ve done are always a good choice. If someone’s on the fence about choosing your business, then hearing from someone like them who’s had a good experience can be the push they need.
Landing pages are the perfect home for short client testimonials or snippets of longer case study videos. Someone might only need a nudge and a testimonial can be exactly that. After hearing great feedback about your business, then the hope is that the prospect hands over their contact details or becomes a customer.
After meetings or product run-throughs, a follow-up video sent via email is always a good chance to answer some final questions, provide more value and aid building a working relationship. Videos like this help build rapport better than the conventional email does.
For more information on the types of compelling sales videos you can use, read this blog.
Using video in HR
We’ve all discovered how difficult it can be to communicate with, onboard or check how people are doing ― especially if staff members are working from home. Phone calls don’t do the trick and nobody wants to be bogged down by endless meetings booked in their calendars. Filming a video is a great alternative.
Utilising video in this way means people can watch HR-related updates at their own pace and time. In the same vein, it’s handy for onboarding, as new employees can watch videos that explain crucial processes. This is especially useful when onboarding employees remotely as they won’t always have the ability to ask other employees how to carry out a particular task.
For example, we use Vidyard to make short process videos where we share our screen as we record so viewers can actually see the process take place.
Using videos in HR also helps with recruitment, as job roles can be accurately described in a more helpful, human manner, and with training, as employees can watch educational videos at their own leisure.
Using video in account management
All of those strategies and techniques can be applied to client management and recruitment efforts, respectively.
That means you can turn your new customers into loyal brand advocates faster because you’ve built stronger relationships via 1-1 video communication instead of long emails, phone calls and the dreaded 100th conference call of the week. It’s a quick and easy way of developing relationships, even if you ren’t the most experienced or comfortable being on camera (we’ve got the solutions to that!)
An actual example was between myself and a client of ours. One day, we needed to keep in touch about specific developments but had to focus on other things rather than an hour-long call.
To remedy that, we sent each other two short videos (3-5 minutes each) and communicated asynchronously throughout the day. We didn’t need to waste time finding a slot in the calendar or made it become a big, rigid thing.
And when it comes to recruitment, the very same video transformation playbook can help make sure you don’t miss out on those standout candidates. They’ll hear first hand, via a 1-1 video, just what kind of people you are to work with and be more likely to come in and interview.
Other types of inbound video
Before you hit record, you need to decide on the kind of videos you’ll create. It’s always useful to have a balanced mix of formats to make sure you’re offering as much valuable content as possible to the viewer. Here are some of the main types you’ll be looking at, where you should use them and what the goal of each of them should be.
Film interviews with members of your team or industry experts, you’ll build trust with your audience and establish your website as an authority on the subject. Turn your interview into a video podcast and you’ll extend your reach and show that you work with the industry’s most important influencers.
Interviews are good at the earliest stages of the buyer’s journey. They draw viewers in without them even realising who you are and what you offer. The idea is that after they watch the interview, they’re tempted to watch other videos and podcasts you have.
"There’s no better way of showing off your brand than with an animated video."
They’re engaging, entertaining and highlight your creativity - a trait that’s desirable when someone’s looking for a business to work with.
The content of the video will determine where in the buyer’s journey an animated video should go. If the video is entertaining and informative, then a good goal to have is for the video to be shared online by viewers.
Customers love a behind-the-scenes look at what’s going on at their favourite brands. If you’re hosting an event or filming a podcast, then why not set up another camera and go live on Facebook or Instagram.
You’ll be able to interact with viewers in real-time and give your business that personal touch that can be important to many customers. Live videos will probably be seen by existing followers on social media, so they’re a good opportunity to delight clients.
Videos like these are short and quick ways of getting your brand out there and raising awareness. They’re a chance to say who you are, what you have to offer and why you’re a business that’s worth working with.They’re usually a part of wider advertising campaigns or can be found on the about us sections of websites.
The goal is to raise your profile and brand awareness so that in the future, someone will think of you.
Podcasts are a fantastic way to distil large amounts of information into conveniently sized videos and show the human side of your business. Yes, they’re a little longer than clips you’d share on social media (ours range from 30 minutes to 1 hour), but they’re still instrumental within the inbound methodology.
For example, check out one episode of our ‘Design Vs’ Podcast. We get our resident designer, Bilal Padia, to interview guests and talk about the intricacies of graphic design versus other parts of inbound marketing.