Rather than “interrupting” a customer’s experience with a brand-centric advertisement, inbound marketing campaigns attract customers to your brand through content. This content is designed to be valuable, engaging and informative to the consumer and help them solve problems. Your brand is probably engaging in some forms of inbound marketing already, whether through blogs, social media posts or webinars. But if video isn’t part of that strategy, you could be missing out on a lot of reach and
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The inbound marketing cycle aims to attract, engage and delight potential buyers. Once you’ve attracted customers with your content, you can nurture them through the sales process and provide excellent service so they stay customers, potentially leading them to refer your brand to others.
Video can be used at each stage of this cycle, whether on its own or combined with other content formats. Through video, you can establish your brand as an expert that buyers can trust, present insights and solutions that align with their goals and provide support so your customers reach success. All of these things can culminate in more conversions and meaningful relationships.
Using inbound video
Inbound marketing can—and should—be bolstered with video. Many of the same inbound marketing approaches can be extended to video formats to produce astounding results for your inbound marketing campaign.
But why? Video is growing in popularity, with the average person consuming more than an hour of online video each day. By creating valuable video content, you can attract and hold the attention of consumers across a range of platforms. Better yet, these platforms will differ from those where your other inbound marketing content lies, driving leads from new channels and furthering your reach.
Video can also help bolster search engine rankings. Using descriptions, keywords and captions on your videos increases their chances of showing up in search results, helping more consumers find you.
Inbound video also unlocks new types of content—and value—you offer your audience. Instead of long blog posts that may not hold a customer’s attention, you can share videos a few minutes in length in the form of tutorials, demonstrations, thought leadership and more.
Compound on your other strategies by adding video. Video can both stand alone and be incorporated into other content like blog posts, social media and
emails. They can also be added to landing pages to hold users’ attention for longer and increase conversions. You can even transform other content, like articles, case studies and webinars, into bite-size videos that grab customer’s attention.
Inbound video can take a lot of different forms. Here are a few options:
• Product benefit and demo videos:
Explain your products or services from a consumer-benefit standpoint, answering potential customers’ questions and highlighting how your products help them solve a problem they have now.
• Educational series:
Educational videos are a great way to establish your brand as a thought leader in your industry while providing consumers valuable information and content. Turning these videos into a series helps ensure that those customers return to your videos or website again and again to get the latest info.
• Social media video:
Short and
micro videos
can bolster your social media strategy, catching the eyes of more users on a crowded social feed. Adding video to the social media posts you’re already improves your chances for engagement and shares.
• Case studies:
Show potential customers how other customers just like them had their problems solved by using your products or services. Highlight the benefits and outcomes for the featured user.
If you haven’t considered incorporating video into your inbound marketing campaigns, now is the perfect time to start.
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
