5 Reasons Why Videos Should Be Included in Your Inbound Content Strategy
For traditional marketers who are just getting started with digital inbound marketing, adding video to your content strategy will go a long way in helping you run your first successful campaign. If you are unfamiliar with the potential that video marketing offers, consider this staggering statistic – it is estimated that in 2017 online video accounts for 74% of all online traffic.
This shouldn’t come as a surprise because according to this study, people process videos thousands of times faster than text and as a result, have a subconscious preference for visually stimulating content compared to boring text.
Video can be used for a variety of marketing purposes, including lead generation, building brand awareness, thought leadership and as a tool to grow and nurture your leads. But for marketing videos to complement your inbound strategy and increase return on investment (ROI), you need to understand the various types of marketing videos available to you, and for what purpose they’re most suited for.
Types of Marketing Videos
Online marketing videos are used for a variety of purposes, as mentioned above, and having an understanding of the various types of these videos will help you choose the best one(s) to include in your content strategy.
- Explainer Videos: These are usually animated videos created to explain a product or service to an audience. Explainer videos are mostly made for companies that are offering innovative products or services. Explainer videos are usually between 1 to 3 minutes long and although they are mostly animated, they could also be real-life videos.
- Pre-Sell Videos: These are videos made for one major purpose – to sell a product or service. Unlike explainer videos that just explain what the product or service is about and how it works, pre-sell videos focus on capturing and keeping the viewer’s attention for up to 10 minutes before ending it with a call-to-action that offers a special offer or clickable button they can proceed to place their order with.
- Corporate Tour Videos: These videos are made with brand awareness in mind. Corporate tour videos are used to show prospects a behind-the-scenes view of the company, their mode of operation, and how they package and deliver their products or services. This personal approach provides the transparency needed for companies to build a connection with their prospective and past customers.
- Testimonial Videos: As marketers, you’re probably familiar with this type of marketing video. Testimonials are crucial for converting leads into sales and including them in your inbound content strategy is not only smart, it is unavoidable – if you want to close more leads and generate ROI. While many people focus on text-based testimonials, video testimonials are much more believable and they tend to convert more prospects in comparison.
These are the most common types of videos you should consider incorporating into your inbound marketing content strategy. For a more comprehensive list of marketing videos and how they apply to your sales funnel, you can read this helpful guide on the subject.
Now that you have a basic understanding of the various types of marketing videos available to you, I’ve listed 5 reasons why I believe you should incorporate them into your inbound content strategy.
Reason 1: Videos Can Increase Your Search Engine Rankings
According to a whitepaper published by Cisco (the world’s largest Internet networking company), videos will make up for 69% of all consumer Internet traffic this year, 2017. Organic search is the bane of this traffic and that is because Google indexes videos better than text and images.
As a matter of fact, according to this infographic from Video Explainers, adding an optimized video to your website increases your chances of landing on the front page of Google by 53%. Another important fact to consider is the fact that Google owns YouTube, the largest video-sharing platform in the world and second largest search engine in the world. All these work together to make video marketing an unavoidable method of bumping up your contents’ search engine rankings.
Reason 2: Videos Can Help You Generate More Leads
Generating leads and converting them into customers is the ultimate goal of every marketing campaign, regardless of whether you are using digital or traditional means. Videos can help you do just that.
By adding a video to your product’s landing page, you can increase conversions by up to 80%. Another report by Vidyard reveals that about 71% of all marketers disclosed that video conversion rates outperform other marketing content, including blog posts and infographics. Little wonder that 76% of businesses say that video provides a good return on investment for them.
Reason 3: Videos Can Help You Communicate Your Value Proposition Faster
Whether you are trying to market a product or service, or you are working for a startup or a multinational, one fact still remains, there will always be competition. The competition might be in the form of a rival company offering the same (or similar) product or service, or your competition might even be free alternatives or simply “do-nothing” solutions.
Regardless, you will face competition and the only way to stand out and capture your ideal customer is your value proposition. Videos can play a critical role in communicating your value proposition faster than a 2,000-word article will ever do. That is why about 45% of all businesses who use video as part of their overall digital marketing mix said that they have an explainer video on their home page.
Reason 4: Videos Can Help You Build Trust With Prospects
Inbound marketing is all about building trust with your prospective customers by providing them valuable information to help them make an informed purchase. But like most prospects researching which vendor to go with, they probably consume information from different sources before deciding which one to go with.
This decision is based on one emotion – trust. Trust is the foundation of all lead-to-customer conversions that happen in the business world. So even if you are providing valuable content, prospects are still likely to go with a competitor who is able to build that bond.
Videos play a critical role in building that bond called trust. According to a recent research, 57% of consumers said that watching videos gave them more confidence to purchase online. These videos could be expert reviews, product descriptions or customer testimonials.
Reason 5: Videos Have The Potential For Going Viral
With the recent integration of video-related technology to social media networks such as Facebook Live and Instagram Stories, the chances of video content going viral (being shared by thousands – or even millions – of people) is becoming increasingly likely.
Statistics support the premise that video content has a higher engagement rate compared to other forms of content. According to the Content Marketing Institute (CMI), audiences are about ten times more likely to engage, share, and comment on a video content, rather than blogs or related social media posts.
However, to increase your chances of creating a viral video, keep in mind that people share emotionally stimulating content and not facts. A Wyzowl report stated that 76% of users say they would share a branded video with their friends if it was entertaining. So, creating entertaining content increases your chances of going viral.
Now that you know why and how you should add video to your inbound content strategy, and what types of video content works and under what circumstances they work best. So how do you measure the success of your video marketing efforts?
Measuring Video Marketing Success
It is said that “if you can measure it, then you can improve it.” This saying applies to marketing as well. All marketing activities benefit from continual improvement. If you want to be successful in your use of video, you need to look at some key metrics, such as:
- Number of views
- Number of people and demography you have reached
- Engagement: you can check this by checking the number of Likes, Comments, and Sharing stats
Remember measure what matters to your business, don’t get lost in the data. The most important thing is to build trust with your video content.
Are you using video for your inbound digital strategy? Share your thoughts in the comments section. And if you haven’t done so already, check out my new book https://www.amazon.co.uk/Inbound-Marketing-Traditional-Marketers-Delighting-ebook/dp/B071WPZFFY/ref=sr_1_5?s=books&ie=UTF8&qid=1498577099&sr=1-5&keywords=inbound+marketingher
To keep the conversation going, feel free to check out my blog at http://nadegechandon.com