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Inbound marketing is about creating relevant and valuable content for your target audience. When it comes to valuable content, video is one of the most effective tools.
Here are the topics I will cover to get you started with integrating video into your inbound strategy.
What type of videos should you make?
How can video content affect SEO?
How do you distribute your video content?
How do you measure the success of your video? ( Key metrics)
1. What type of videos should you make?
You should map out the different stages your target audience may be in by following the buyer's journey model. Then you should create relevant content adapted to each stage.
Here are three stages of the buyer's journey that your target audience goes through:
The awareness stage
The consideration stage
The decision stage
The awareness stage: In this stage, your target audience has a problem and they are looking for solutions. The video you create should answer their burning questions and offer a solution to that problem.
What type of videos should you make for the awareness stage?
Educational videos, tutorials, and how-to videos
To make these videos, I recommend that you write down some questions you think your target audience has. Frequently asked questions are a good start. It can be anything from the product or services you offer to the industry you work in.
Turn your blogs into videos
This is a great way to repurpose the content you already have. You should post this video on your blog. People like to have options. You will always find someone who prefers watching videos over a long article.
You can also publish the video on your YouTube channel and link it to your blog. This is an effective way to increase traffic from YouTube to your website.
A commercial shows potential customers what your business does and how it can help solve problems. Tell your story, find the target group's pain points, and provide a solution to those pain points. You can then use this video to run video ads on social media or publish it on your YouTube channel or website.
The consideration stage: You have now shown that you are there for your target audience and can help them solve problems. They found your content valuable, and have become visitors to your website.
What type of videos should you make for the consideration stage?
The consideration stage is about getting people excited by showing what you offer in detail.
You can choose a topic you are an expert in, dig deeper into the topic and teach it to your target audience. This is a great way to gather the audience's follow-up questions. It gives you an idea of what type of content they want to see more of.
Interviews with experts
This type of video helps you establish authority and increase your company's influence. You can interview the specialists in your company or experts in your industry.
Product & service video / Explainer video
A promotional video for your products and services highlights every aspect that makes you unique. Here you can get technical and show why you are the best alternative among other competitors.
This video should include a CTA (Call-to-Action) at the end. CTA is an effective way to encourage the audience to take the desired action. It could be reading more about your products, or visiting your online store.
The decision stage: Were you successful in the previous steps with your website visitors? Were you able to establish authority and earn their trust? Then you have managed to convert your visitors into potential customers.
What type of videos should you make for the decision stage?
A testimonial video is like a product review. It is a smart way to show your potential customers how you solved a specific problem for an existing customer.
About us video
About Us video shows how authentic your brand is. It can be about what it is like to work in your company or the story behind why you as an entrepreneur started your company.
How does video content affect SEO?
By including video on your website, you give your audience a good reason to stay longer on your page. Even sometimes twice as long. And that can help decrease your bounce rates, and increase your organic rankings on the search engines.
This means boosting your SEO. It is also important to optimize your video for the search. This is how you do it:
Create an engaging and relevant title and caption for your video
Script your video for social media and adjust the length of the video to different channels
Create relevant and well-designed thumbnails
Optimize your blog, web page, or landing pages if they include videos. This ensures those pages are also relevant and have good quality content
How do you distribute your video content?
Use owned, paid, and earned distribution channels to distribute your video content effectively.
Owned channels: Publish your video on your:
Website, blog posts, and e-books
Newsletters, promotional emails, and landing pages, which helps increase the click-through rate
Company's social media channels (organic)
You can also embed your video in your press release for your online newsroom.
Paid channels: Create video ads for:
Social media channels like LinkedIn and Facebook (Paid social)
Industry-related third-party platforms (native advertising)
Earned channels: If your video content resonates with your audience then they share your content organically. You can also get the video featured in another blog or industry-related third-party platforms for free.
How do you measure the success of your video? (Key metrics)
Now that you know what type of videos to make and how to distribute them, you need to track and measure the success of your videos. Here are a few key metrics to determine how effective your video content is:
View views for awareness videos: This metric shows how many have viewed your video. It is important to pay attention to unique viewers. (3 seconds video view on Facebook or Instagram, and 30 seconds video view on YouTube)
But why this metric? The goal in the awareness stage is to attract as many as you can, get your brand’s name out there, and focus on the exposure of your marketing campaign.
Video completion for consideration videos: Video completion refers to the percentage of viewers who have watched your entire video. This key metric provides insight into how engaging and valuable your video content is.
When people finish watching your video, it means they are interested in your product or services. This leads them to consider you as the best provider of the solution.
Another benefit is that the visitors stay much longer on your site. SEMrush’s Ranking Factors research shows, Time on-site, (the time each visitor spends while visiting your website) is the second-ranking factor after direct visits that affects SEO. This means Google rewards you with a higher ranking based on how long visitors stay on your site.
Conversion for decision videos: Conversion shows the number of potential customers who completed a desired action. Newsletter sign-ups, e-book downloads, or sales are some examples of conversion.