5 Ways To Use Video For Your Inbound Marketing

Posted by Ben Peters on May 17, 2017

Video marketing is becoming impossible to ignore for a couple of reasons. The applications for video marketing is almost endless, and video marketing is now outperforming other marketing tactics hands down. In fact, in 2017 video will represent 74% of ALL Internet traffic, so if you’re not using video already, you're likely missing out on communicating with a growing base of potential customers who want video.

Here are 5 applications of video we think will enhance your Inbound Marketing efforts.

#1 Email Marketing With Video

Reaching customers through email has become an effort of diminishing returns. A few years back emails often ended up in the spam folder, so companies started carefully crafting their email lists, and government AntiSpam and CASL legislation changed how we could use email lists. Now, most marketers are trying to hit the right people at the right time with email. But the key to success is to entice people you're emailing to actually open the email and then respond to your offer.

This is where video marketing comes in, to help with open rates and click throughs. Putting a video in emails increases click through rate 200% - 300% over emails without videos. In order to reap the full benefits of video in your email campaign you need to include ‘video’ in the title. This is because simply including the word ‘video’ in the email subject line has been found to increase the open rate by 19%. Experience has shown that the consistent use of video in email marketing campaigns results in a 26% decrease in people unsubscribing from your email list. So using video in your email marketing definitely improves the effectiveness of your campaigns by better engaging your email list.

#2 Company Introduction Videos

Company introductions are useful to showcase what your business is all about in a direct, personal way. That could be your company culture, your team, what you do, or company values. This is important information because customers want to know the company story behind a brand that they are going to do business with. Video adds a human component to the message that connects in a more powerful way to the audience.

#3 Product Unboxing or Demo Videos

Video is an amazing tool when it comes to showing off a product or service such as an unboxing video, application, demo, or review video. I can't stress enough the growing importance of video marketing in conveying product information to a target audience. Consumers shopping online need a replacement for the experience of having the product at hand. They want to see the product in action - in 3 dimensions, not just through photographs.

#4 Landing Page Video

Landing pages are the bread and butter of Inbound Marketing. They are the point of conversion. Will the prospect engage with your company and reach-out, or back away and go somewhere else? Unfortunately attention spans on the Internet are shorter than ever so landing pages need to grab attention right away. Marketers must review and re-design landing pages to keep improving the conversions. One of the best way to do this is by including video in our landing page design. Companies have found that utilizing videos on landing pages increased their conversion on that landing page by up to 86%. I don’t think you could get there with any other change in text, layout, or message.

#5 Video Testimonials

Video, and customer testimonials are a match made in heaven. This is because video testimonials combine two highly effective marketing strategies, gathering detailed information about your business from a customer’s perspective, and engaging the viewer in a face-to-face interaction with your customer through the media of video. The reason why testimonials are so important is because of one simple word, trust. Trust is critical in helping consumers in their buying journey. Consumers require a certain amount of information in order to make a purchasing decision, and potential customers will only gather information from sources that they trust. A video testimonial lets the viewer look at the reviewer in the eye and decide whether they accept or trust the information.

These 5 video applications should get you thinking about how to use video in your marketing campaigns and programs. It’s estimated that 65% of the Internet audience are visual learners. Video is the most effective way to communicate important information with them and keep them engaged. Website visitors who finish watching a video stay on the website an average of 2 minutes longer.

That extra engagement is an opportunity to convert them into a lead or a customer.

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THE BRIT AGENCY is a B2B Inbound Marketing Agency providing Inbound Marketing, Inbound Website Design and Inbound Sales services to companies around the world. We're focused on growing website traffic, qualified leads and sales, using the Inbound lead generation and marketing automation process.

THE BRIT AGENCY is a certified Gold Tier Hubspot Partner, a HubSpot COS certified Inbound Website Design Agency, a Shopify eCommerce Partner, and a certified "Google Badged Agency Partner". We have offices in Toronto and Barrie, Canada, and Salisbury, UK.

Topics: Inbound Marketing