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Sep 26, 2022

Your Guide to Video Marketing for Inbound

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by Kirsten Spencer
Lights! Camera! Action!
When it comes to Inbound marketing, content is king, and right now, video content reigns supreme.
If you'd like to market your brand with video (and improve the value of your site), read on.
video marketing production

How effective is video content?

When it comes to Inbound marketing,  written content and static images alone just don’t cut it anymore. Companies need to create interactive, informational, and entertaining videos and make them available on as many platforms as possible.
So how effective is video content marketing? Check out these digital video marketing statistics collected by :
social media video player
Pretty compelling statistics! As a digital Inbound marketing agency, we’ve seen our clients boost their Inbound marketing with video firsthand and know what a powerful tool it can be, but you might be thinking to yourself:
I’d love to add videos to my marketing strategy, but I don’t know the first thing about creating a video, let alone coming up with a video content marketing strategy!
We thought you might say that, so read on for tips on how to:
  • Make a video content marketing strategy
  • Create video content and use the tools to produce and edit
  • Measure and improve your video content once it’s live.

How do I make a video content marketing Strategy?

digital video editing
Having a strategy is the foundation for all of your video content. It will help you determine what type of content you want to produce and how to market it.
To create an effective video content marketing strategy, you'll need to get together with your marketing team and identify your:
  • Goals: What is the overall goal of the video? What do you want to convey to your viewer, and what action do you want them to take after viewing the video? Beyond viewership and engagement, think about your company's broader SMART goals and how this video campaign will contribute to meeting those goals.
  • Target Audience: For whom are you making this video? Identifying who the ideal viewer of your video would be and what your content is offering (solving a problem, answering a question, etc.) will help you to write your script and production plan.
  • What are the video's story elements?: Ideally, your character will be a persona you've identified in your target audience. This character, even if they aren't in the video itself, your character must be at the center of the video. Your ideal customer is the star. They need to be able to relate to the story you are telling. goes a long way. Do not skip this step.
  • Understand your creative team's abilities and limitations: Can your team deliver on all the ideas you want for your video? It won't help your team or your budget to begin working on a video only to find out you don't have the right tools or knowledge to execute the ideas. If you have a small team, stick to a simple video to start. Your video content may be a little more complex if you have a production room with state-of-the-art equipment. You can create amazing content if you stick to your team's strengths.
  • Create (and stick to) a timeline: Your video isn't going to do its job if it's sitting in editing limbo for months. During your planning phase, agree on a realistic timeline from start to finish for your video content.
  • Create (and stick to) a realistic budget: You're probably creating video content for one or two reasons (or both!): Increase conversions and increase awareness. Either way, be realistic with your budget and stick to it to create success. You can always start at the low end of your budget and create content you can add to or re-purpose in a later campaign.
Don’t have a team to film, edit and produce your marketing video?
Consider a digital marketing agency, like Watermark, that understands Inbound and has the in-house production team to create your video content, from brainstorming to making the content live.

for your digital video marketing needs.

The 6 Most Popular Types of Video

There are many types of videos you can create depending on the stage of the marketing funnel your target audience is in. For example, if your target audience is in the “awareness” stage, an educational video would make sense, but an instructional video would be valuable to someone in the “decision” stage.
Here are the 6 most popular types of videos you can use in your marketing strategy:
  1. Testimonials and reviews
  2. ‘How-to’  or product demonstrations (put out by or by your company)
  3. Explainer videos
  4. Informational and educational like vlogs
  5. Entertaining/delighting your customer
  6. Commercials/Advertisements

Where should I post my marketing videos?

It's tricky to decide where to post your marketing videos. And what if your audience doesn't watch videos? Should you still post it on social media? And what about landing pages—is that the right place for video content?
posting videos to social media and omnichannel marketing
The answer is: it depends. But here are a few tips to help you figure out where marketing videos should be posted:
  • If you're looking for engagement from your target audience, posts on social media platforms like TikTok, Facebook, LinkedIn, Instagram, and Twitter. Oftentimes you can multitask and post your video to YouTube and then post your YouTube link to your social media pages.
Metrics show that videos posted natively on LinkedIn perform much better compared to link sharing.
  •  If you want to get people to watch and share your video, post on YouTube or another video-sharing site like Vimeo or Dailymotion.
  •  If you want to drive traffic back to your website, post on a landing page with a clear call-to-action (CTA).
  •  Ideally, it’s best to take your video and post it across multiple channels to drive traffic to your website whether on a landing page or vlog/blog.
It's also important to consider the medium you're using when you post the video. Are you using a landing page as part of a marketing strategy? Do you have a social media campaign planned? Will the same video work for both functions?
If so, consider tailoring it for each function—taking clips from different scenes, adding/subtracting audio and text elements, incorporating different types of graphics—so that it works well in multiple contexts.
If you're having trouble getting started with creating videos for your business, consider hiring who will help guide you through the process.

How can I improve my video marketing strategy?

If you want to improve your video marketing strategy, you're in the right place. Video is an incredibly powerful content marketing tool, and it's only getting more popular.
digital video direction for marketing campaigns
We all know that sites with video content perform better overall. Search engines prioritize sites that include video content and reward sites that are easy to use, answer their searchers' questions, and engage users.
Search engines reward sites that are easy to use, answer their searchers' questions, and engage users. To increase your click-through rates by including videos on your web pages. Lower bounce rates mean people spend longer on a site with video—and if your content is quality, other quality sites will backlink to you!
Also, remember to embed your videos around quality content and be consistent by posting videos often.
Remember that you should track the data after launching your video campaign. An experienced digital marketer can see how the campaign is doing and if something needs to be changed or adjusted.
If you're hesitant to start using video on your pages, don't be. It's a proven method for boosting your search engine rankings and Inbound marketing efforts. 
So get out there and start recording!

Dive into with Watermark

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Denver boutique marketing agency, Watermark, has an in-house team of video producers with a filming studio.
today to set up a discovery workshop to go over your current marketing strategy and how Inbound marketing can improve your ROI, search ranks, and conversions.
Schedule a Free Consultation