How to use video in your inbound marketing strategy

Written by: Alayna Carlson

Why it's so important

You know your business has to "do" inbound marketing. You also know that your business has to "do" video to really capture the value of your products and services for potential customers.

But what does all of that mean?

Inbound marketing tells your customers that you value their intelligence. Rather than only depending on reaching out to potential customers who have no idea what your company does (and who may not be ready to acknowledge the problem you solve), you develop a strategy that thinks about how they research the problems that they know they have -- and you solve them with high quality content. With a well-thought-out content marketing strategy and carefully placed calls-to-action, you'll be able to catch users earlier in their decision-making process.

Video supports a great inbound marketing strategy, particularly as our work moves toward more visual experiences. According to Hubspot, "75% of business executives watch work-related videos at least once per week." Despite what you might think, it's not just young people that are watching video all day long, everyone wants more visual ways to learn.

And when video is done well, with a concise message and directly addresses the specific needs of a segment of your audience, your business gets the upper hand. Viewers retain "95% of a message" in these cases, which is staggeringly higher than the 10% they retain when reading it in text.

Turn up your inbound marketing strategy

OK, ok, you get the point. You know video needs to be part of your inbound marketing strategy, and what you're really looking for are pointers on how you can start making video. 

If you already have a marketing strategy that outlines the Awareness, Consideration and Decision phases of your customer journey, now is the time to map video content themes into that framework. Using the most commonly used marketing videos - Explainers, Product Demos, How To's and Testimonials - it's easy to develop content that answers your customers' most pressing needs at every stage of the process.

Early in the customer journey, in the Awareness phase, you'll be most successful by creating Explainer and How To videos. The key at this stage is to give prospects value that they can implement right away, leaving just enough on the table to get them to respond to a call-to-action. Take advantage of the knowledge gap between what you know and your customers don't know, and give them the opportunity to create value with your knowledge. With high quality topics, and tantalizing titles and thumbnails, you'll have prospects seeing the depth of their problems and considering you the expert that can solve them in no time.

Once the prospect knows exactly what problem they're dealing with and they know that they need someone like you to solve it, they've entered the Consideration phase. Now they're looking for Product Demos - explanations of how your products and services answer their needs - on the nose and in their budget. When they're comparing vendors for this particular need, you'll be at the top of their mind because you've proactively answered all of their questions, aligning your content to the part of the funnel they're sitting in at this time. 

Now is the time to really take advantage of Hubspot's in-video calls-to-action and forms, asking your prospects to schedule time with your advisers or take another higher stakes action. If you work with an agency like Growth Panda (link to demo), our team of marketing automation experts will ensure that your calls-to-action specific and targeted, and that your follow-up workflows will entice each of your user personas to take the next step.

At this stage in the game, you can use these tools to further segment your lists and workflows to continue to nurture your higher quality leads. This will ensure that your sales team doesn't waste time on low quality leads, and your marketing team sends the right content to seal the deal as they get closer to the final phase: decision.

Video is vital in the Decision stage of your customer journey. Your leads will discover how other businesses used and loved your products and services through targeted Video Testimonials, as well as other personalized content. When done well, this can mean helping your sales team close deals - without wasting their time. Targeting and personalization means a thorough analysis of your market and how each of your personas interact with your contact - and this discovery process is one of the areas where Growth Panda can help pave the road to successfully integrate video into your marketing strategy.

What next? 

Adding video to your your inbound marketing strategy is extremely important as customers continue to demand it. But if you're going to expend resources and time into developing that video content, you need to make sure you're creating content that excites and delights your leads at the right stage in their customer journey. 

Want some help getting started? At Growth Panda, we know that no strategic decisions are made in a bubble, and we're here to make sure all your bases are covered - to take your business to the next level.