inbound marketing strategy

Key Elements to a Winning Inbound Marketing Strategy

inbound marketing strategyInbound marketing is the best way to promote your business online. Leveraging this strategy significantly increases brand exposure, boosts follower engagement, drives traffic to your blog and lead pages, and improves lead and sales conversions. If you want internet marketing success for your company, embracing the inbound methodology is the way to do it.

There are four essential actions in the inbound marketing strategy. Each element must be actively working to achieve the best outcomes in your marketing efforts. Here are the major components, with examples of techniques and tools, you can use to create a winning strategy:

#1 Attract Visitors

The first action is driving traffic to your site…but not just any traffic. The goal is targeted to quality visitors that are interested in your message. Having clarity of your target market is vital to creating content that solves their problems. Once you have established your buyer personas, you can align your entire content marketing strategy including social media, email messages, SEO, blogging content and videos to their interests.

#2 Convert

B2B Companies that blog only 1-2 times per month generate up to 70% more leads than those that don’t (Source: Hubspot). This stat illustrates the power behind the inbound strategy and how it dramatically impacts lead conversions. Convert website visitors into leads by using tools like landing pages, web forms, and lead offers. The key is ensuring your lead magnet is enticing and valuable enough for viewers to give their contact information in exchange.

#3 Close

The third element of an inbound marketing strategy that works is closing your leads into buying customers. It is in the nurturing process where you are grooming prospects to move them closer to a purchasing decision. Email marketing and marketing automation are excellent tools to fostering relationships with your leads that build trust. Thus, wanting to do business with you.

#4 Delight

You’ve earned a new customer…good work! But it doesn’t end there. This final step to inbound marketing is where you build loyal, raving fans who proudly promote you to their networks. How do you make this transition? By continuing to feed valuable content that resonates with your audience. Tools such as surveys and social monitoring are ways to gain feedback to improve your customer initiatives and create amazing experiences.

Ensuring that these four ingredients are working in your inbound strategy is imperative to achieving online marketing success. When executed correctly, you will maintain a steady flow of traffic, leads, sales and returning clients to your business.

For help on creating an inbound marketing strategy that increases your brand exposure and improves online conversions, contact us here for a schedule consultation. We are ready to help get you to your next level.


inbound marketing - b2b strategy

Inbound Marketing: Defining How it Can Work in the B2B Industry

inbound marketing - b2b strategy

At one time, the B2B industry seemed to treat inbound marketing almost like it was a foreign concept that only applied to B2C. While it is partly true, it doesn't discount the possibilities of using this technique with those selling to other businesses.

There is abundant evidence that inbound marketing works for both the B2B and B2C industries. Marketing to businesses is no different from marketing to a consumer.

In both instances, marketing supports the sales of a solution or commodity that can address a market problem or demand. Even if the resolution or the end product varies, pain points are the same.

With a well-crafted inbound marketing plan, clients will come to you rather than you to them.

 

Creating Valuable Marketing Content

Statistics show that B2B businesses that blog bring in 67% more leads than those who don't. But the blog won't matter if you don't target the content to the right demographic. Create personas first, to get an idea of what the customers may want to read, see, or hear.

The more compelling your content is to help solve pain points, the more apt businesses are going to find you when searching for information. Using proper SEO to aid you in Google placement, it is worth remembering quality content never gets ignored.

Even if you curate some blog content, make sure it's up to industry standards.

 

Using Email to Reach Customer Leads

Even with marketing automation becoming more and more popular, far too many B2B companies don't use it enough. Sending automated marketing emails to leads is a perfect way to combine reaching out to people while still attracting them with the content you provide.

The key is to entice them first so they'll visit your website to see more. Using video in your marketing emails with some element of storytelling helps considerably. Try to wrap a narrative around a problem and how your business products bring solutions.

 

Using Social Media to Attract Businesses

Using hashtags on social media as you post content works well to attract more business on a daily basis. Try to find out what keywords the industry use. Incorporate those regularly and apply as hashtags on Twitter.

One way to do quick research is looking for those keywords on Twitter or Facebook to see what conversations are taking place. Starting conversations on social media to prove your expertise is a technique you can use.

Contact us to learn more about how inbound marketing can work to make your B2B company grow.


Girl using her drone for filming videos for video marketing

Is it Time to Add Video to Your Marketing Strategy?

Girl using her drone for filming videos for video marketing

You don’t have to look very hard these days to find marketing professionals and researchers puzzling over the millennial consumer market. According to Outside magazine, outdoor retailers are especially struggling to get a foothold on the millennial money mountain. As that article and most current literature suggest, inbound and video marketing are the way to go when it comes to reaching prospective outdoor recreation customers under the age of 35.

One way to take your video marketing strategy to the next level is to incorporate GoPro cameras or drones with cameras into your business model. That content can quickly be distributed to your audience through your website and will generate new leads and sales.

Video drones, GoPros, and smartphones have taken tech, recreation, social media, and video marketing worlds by storm. If you want to start attracting that next generation of outdoor adventurers and nature enthusiasts, you should find a way to bring new components into your strategy. You can set up your own YouTube, Roku, or Apple TV channels for your business. The channel can include streaming photos, videos, and other information related to your particular niche.

You can also get the cameras in the hands of your clients. Encourage them to host their outdoor adventures on your site. You can edit the video, as necessary, for time, quality and content. Remember: Most people do not have the attention span for irrelevant, slow, and low-quality videos.

Implementing new marketing solutions can do the following:

  • Add value to your product or service
  • Create new and exciting viral content
  • Generate new sales leads through social media

If investing in a GoPro or video drone isn't in the budget, there is always the option of renting.

However you want to generate GoPro-, smartphone-, or drone-captured content for your video marketing, make sure to obtain releases.

If any of this sounds complex, remember that there are online resources you can tap into or video marketing experts you can hire.

HARNESS Consulting can help assess the video marketing needs of your brand. Contact us now!


Facebook Live video camera illustrating the power of social media video for marketing

5 Ways to Use Video to Better Your Social Media Marketing

Engaging videos are highly sought after on social media. Viewers share, engage, and discuss videos that speak to them. So, give the people what they want - more video! Here are five different ways to incorporate video into your social media marketing and create better experiences for your followers.

According to Social Media Today, video posts on Facebook have 135% greater organic reach than photo posts. Videos yield crazy engagement on social platforms… and there’s no slowing down. People are consuming videos from their mobile devices at rapidly increasing rates. It is key you position your brand to capitalize on this movement.

 

Facebook Live video camera illustrating the power of social media video for marketing

Adding video to your social media marketing offers huge benefits such as increased brand exposure, better follower engagement, and more opportunities to drive traffic to your webpages.

Your audience will appreciate the variety you bring to their newsfeeds while giving an alternate approach to engaging in your content.

Five Ways to Create Video That Engages Consumers on Social Media

1. Your Story is Important…Share it!

Storytelling is a time-tested tactic that works great at pulling your audience into your brand message. People connect with you through your story. It helps you establish common ground with your followers, making you relatable and real. Stories also separate you from other brands which give you that competitive edge in the industry.

Humanize your brand by communicating its story on video. Delve into the “why.” Who do you desire to inspire and what problems are you solving through your products? What charitable contributions do you make to your community? Share what motivates your team to get up and go every morning. Sharing your story will add greater meaning and purpose when people do business with you.

2. Offer Short Instructional Videos for Your Followers

An excellent move to promote your brand with social video is to create short, instructional videos demonstrating how your products can be used to solve a problem for the viewer. How-to videos are extremely effective because you’re showing people how to achieve a specific result. As a result, you’ll keep viewers engaged while strategically placing your brand in front of your social following.

Reduce your video to the most basic steps of the process then speed up your video in production (editing), so it only lasts for about 30 seconds. These social video snippet can be product-related or simply something relevant to your niche. The beauty is they quickly solve a pain point for users.

3. Answer Your Viewers' Questions

Consider the FAQs that often hit your inboxes or are typically prompted by your prospects. These are excellent content pieces for your blog, email campaign, social media posts, and of course, videos. You see, you’re giving the people exactly what they want because these inquiries derived from your audience. By addressing their questions, you’ll boost thought-leadership and be viewed as an expert in the industry. Plus, it gives you endless content to share across your marketing platforms.

Enhance your credibility by posting videos that highlight one question then offers an in-depth response.

Since many social users are leveraging search as a way to connect and discover new brands, be sure to include keywords or hashtags that your audience is actively searching for. Hashtags reign on networks like Instagram and Twitter, but keywords perform better on Facebook, YouTube, and Pinterest.

4. Go Live! 

Live-streaming platforms such as Facebook Live, Periscope, and Instagram Stories are driving tons of engagement on social media. There’s something special about connecting with someone in real-time. People get to see and experience the real you! Live videos quickly build trust and can accelerate your brand’s presence fast on social media.

Use these tools to your full advantage. Invite followers into your world by taking them behind-the-scenes at the office, in the field, or company event to share a taste of your brand’s culture. Host live Q&A sessions where you give your audience a chance to ask you anything industry or product related to getting on-the-spot responses. Report breaking news and share your insight and opinion. This gives your followers a chance to do the same to foster conversations.

Commit to making live-streaming a regular content strategy in your social media marketing. With consistency, you’ll experience a significant boost in engagement and followership.

5. Highlight Fan or Influencer Content

Did you know that 88% of consumers trust online reviews as much as a personal recommendation? Positive testimonials and reviews are killer ways to foster trust with your audience especially those who haven’t heard of you before. Prospects want to see if your products or services actually bring results. Sharing others' experiences with your brand is a great way to show it! Content featuring influencers and brand ambassadors has a similar effect.

With that said, use your fan’s content as a form of an online review. User-generated content can be creatively compiled into one video as a promotional tool or multiple videos to build up your content vault. Give influencers credit by mentioning them in the post. Growing this strategy can prove to be a valuable tactic in your inbound marketing as you highlight your customers and give social proof that you’re making a difference.

Ready to amplify your social media marketing with video? We know how to create compelling video marketing campaigns that humanize your brand and gives you the slight edge. Reach out to us today and let’s chat!


Video camera against blue sky illustrating How to Plan Effective Video Marketing To Engage Customers

How to Plan Effective Video Marketing To Engage Customers

Video marketing is the most compelling way to promote your brand in an ever-evolving digital age. Effective Video Marketing helps you get in front of your audience, raise brand awareness, and it leads viewers to take action. The key to an effective video strategy is ensuring that your content aligns with each stage of the buyer’s journey.

Video camera against blue sky illustrating How to Plan Effective Video Marketing To Engage CustomersYou see, your marketing will attract different prospects who are at different phases in your sales funnel. You may have a visitor who is ready to invest in your service yet another who simply wants information. It’s important to create content that suits these needs at each stage that moves them to the next stage in your funnel.

The ultimate goal is to convert prospects into buying customers. Video marketing is a top tool in inbound marketing to help you achieve this objective.

In this guide, we’ll outline the three stages to the buyer’s journey and how to use different types of video marketing in each phase for maximum success in your strategy.

Awareness Stage

In the awareness stage, the prospect is in the discovery process of your brand. They understand they have a problem and begin researching ways to resolve the issue. As a result, they land on your content as the solution. Your prospect is simply looking for educational content that will help them quickly overcome their pains and challenges.

Your goal in creating video content for the Awareness Stage is to do just that build awareness of your brand. Here, you’re positioning your company as a resource, expert, and solution in the industry. It’s where you let your audience know what you offer so buyers recognize what you do and how you can help them.  

Therefore, you want to engage your visitor in a way that encourages them to indulge more in your content by focusing on their pain points, not your products or brand.

How to Use Video Marketing for Awareness Stage

Here are the typical content types that work best in the Awareness Stage using video:  

1. Social Videos: 

Social promotion is an excellent medium for building a following and community around your brand. It’s also a huge asset to getting your video content in front of an engaging audience.

There are three types of videos to consider when posting on social media:

  1. Sharing videos from your YouTube channel – As the second largest search engine, building your channel is smart towards growing brand awareness. Be sure to optimize your videos for better ranking
  2. Uploading organic videos directly to social media – you’ll obtain greater reach with your audience using organic videos (Source: Social Media Today)
  3. Live-streaming video – Facebook Live, Periscope, and Instagram Stories are generating massive engagement on social media. Excellent tactic to build exposure to your brand fast

2. Include Video in Blog Content

Your company blog is the perfect platform to create quality rich-content that educates your audience while increasing visibility to your brand. Add videos to these posts to enrich website-experience and keep people on your page longer (this also improves your SEO). 

Consideration Stage

Good news! Your prospect has warmed up to your brand and you’re now viewed as a credible source. They’re also clear on their goals, are committed to addressing it, and now looking at options on how they can handle their issues. At this stage, they’re actively looking for content related to solutions.

Content in this phase needs to be incredibly informative and help the prospect gain clarity on how to solve the problem they are experiencing. In the Consideration Stage, you’re also focusing on capturing qualified leads by leveraging compelling lead magnets to get them in your sales funnel.

How to Use Video Marketing for Consideration Stage

The beauty of using video here is that they’re highly successful in moving viewers to action. This is especially important for growing your email list. Giving a clear call-to-action in your video that directs users to the next step will have a tremendous impact on your conversion rates.

Here’s how to put it to use:

1. Video on Landing Page

Landing pages that include video can increase conversions by a whopping 80% (Source: Hubspot)

2. Webinars

Webinars allow you to showcase your knowledge and expertise. You can dive deeper into topics and give people a chance to ask questions for further understanding. It also bolsters your lead generation as each participant must register before joining your broadcast

3. How-to’s and Instructional Videos

YouTube and live-streaming are ideal platforms for how-to and instructional videos.

4. Promote Your eBook

eBooks are ideal sources for product comparisons, how-to’s, or giving detailed instructions. Shoot a video that promotes your eBook and shares how viewers can opt-in to get their copy

5. Mini-Video Series

Consider repurposing your popular, evergreen, or long-form blog post into a mini video series that you can distribute on social media or use as a lead magnet. Repurposing content fills your content calendar, giving you ample content to share with your audience.

Decision Stage

Your prospect is now closer to making the financial decision to solving their problem. Through your email nurturing tactics, they’ve been cultivated by your content (whether blog posts, videos, infographics, etc.) and perhaps ready to make the purchase. In fact, nurtured leads make 47% larger purchases than non-nurtured leads (Source: Emma). Your video marketing strategy is about to pay off big… but we’re not finished yet!

The content used to help close the deal will be different from the content leveraged in the previous stages. Your focus here is to make the sale, so it’s vital to create a smooth transition to the transaction.

How to Use Video Marketing for Decision Stage

Videos will help get the job done. Hubspot also shares that after watching a video, 64% of users are more likely to buy that product online. You’re using the right tool to convert leads into customers.

The following ways show how:

1. Gather Customer Testimonials

User-generated content and sharing testimonials are extremely effective in boosting sales revenue. It builds trust with your audience and shows that what you have, works! Compile your customer’s social videos into one, compelling marketing video to share with your list

2. Live Demo

Show prospects how your products work live and in living color by hosting a webinar or live-streaming video on social media.  Outline the benefits, features, and how people use it as their solution. Allow an opportunity for participants to ask questions for immediate response

3. Share Your Story

Storytelling is a powerful strategy to pulling your audience in and connecting them with the vision of your brand.

4. Product Videos

Create an extensive video for each of your products and services. This can be evergreen content that you can use forever that highlights the details, advantages, and how viewers can purchase.

Final Insights For Effective Video Marketing

Video marketing is a powerful tool in the inbound marketing box! By honing on your video strategy, you can significantly boost brand awareness, get more eyeballs on your content, grow your leads, and increase revenue. The key is ensuring that you’re leveraging the different types of videos appropriately to effectively move your audience.

Use this blueprint as a guide to creating your video marketing strategy. Be consistent and patient with your results. Regularly test your outcomes to discover what’s working best with your audience and what needs to be modified. In due time, you will experience the desired growth in your business with video.

Are you ready to ramp up your video marketing in 2017? We are equipped to help you get in front of your audience and achieve results in your inbound marketing. Reach out to us here and let’s chat!


Video Marketing for your Sales Funnel

3 Strategies to Leverage the Power of Video in Your Inbound Marketing Campaigns

Study after study confirms what common sense suggests:  when it comes to influencing customers and prospective customers, moving them through the buying cycle or increasing any of the metrics associated with growing your business or boosting your sales, video has no equal.  Video has consistently demonstrated its ability to outperform every other medium in reinforcing brand messaging and driving business.

 

Consider these statistics compiled by HubSpot:

  • Video included in landing pages boosts conversion rates by 80%
  • When videos are embedded in emails, they increase click-through rates by 200-300%
  • 64% of users are more likely to convert after watching a video
  • Combining videos with full-page ads boosts user engagement by 22%
  • Real estate ads which include videos receive 40% more inquiries

Of course, these metrics reflect average performance, and not all videos are created equal.  So, what makes some videos so effective, while others fail to meet marketers’ expectations?  The videos which achieve or exceed their marketing objectives have three traits in common:

1.  They Grab the Viewer’s Attention and Defy Expectations

The increased popularity of online videos means there’s much competition.  Creating another so-so video might get viewers to begin watching, but it is no guarantee they will finish, or that they will think more of your brand or your product.  Grabbing the audience’s attention requires creativity and taking some calculated risks—risks which pay off handsomely when they are successful.

Think of Google Android’s “Friends Forever” video.  The concept is simple enough—Google put together some unlikely animal pairs, like a monkey climbing on a horse’s back and a parrot feeding spaghetti to a husky.  The video was successful because viewers did not expect it—and because the message of shared experiences linked seamlessly into the company’s brand promise.

2.  They Convey Powerful Emotions

The combination of moving images and sound (in particular, music) create a unique platform to build buyer trust through shared emotion.  Consider Reebok’s head-turning video, “25,915 Days.”  The goal of the video is to link the company’s product to undaunted human striving in the face of our ultimate mortality.

Choosing the number of days (25,915) in the average human lifespan for their title was a marketing coup.  Telling the story by playing out one woman’s athletic life in reverse was a stroke of marketing genius.  Framing that story in video makes it compelling by evoking powerful emotions in a way no other medium could have.  Note how the video flawlessly conveys its emotional message through images and music, without a single spoken word.

3.  They Communicate More Information in Less Space

If a picture is worth 1,000 words, then a video is worth 1 million.  A well-executed 1 or 2-minute video can convey more information about a company and its products or services than the majority of long-winded eBooks, white papers or product descriptions—a fact which busy consumers appreciate and reward through their purchasing decisions.

When Facebook wanted to educate current and future users of the social media platform about the site’s functionality, they could have delivered a series of lengthy disquisitions which likely would have left those users both bored and unimpressed.  Instead, they created their “Tips” series of videos, each highlighting a particular Facebook function (like how to turn notifications off, add a friend to a group or use stickers to convey feelings that are challenging to express in words) as it relates to real-life application scenarios.  This Tip on how to use labels says everything Facebook needs it to say in just 19 seconds—without fuss, without waste, and without an ounce of excess verbiage.

Video represents a unique opportunity to ramp up your inbound marketing campaigns.  The best marketing videos, like the best inbound campaigns, communicate compelling messaging without an overt sales push.  They present engaging themes which grab viewers’ attention without detracting from brand or products.  They build trust with emotion and pack a great deal of relevant information into a subtle space.

As such, videos are a critical component of your inbound marketing strategy.  To learn more about the ways you can grow your business and drive sales with engaging marketing content, contact us today.


What Does “Video Marketing” Mean?

Video Marketing is one of those things that all of us are aware of, but we do not think about what it is. With so many different forms, and cutting edge digital camouflage, the line between content and marketing has grown thinner and thinner over the years. In some places, it is impossible to tell the two apart.

If you are thinking about turning to video to fulfill your marketing needs, though, it is important for you to know what you are getting into before jumping in with both feet.

What Does “Video Marketing” Mean?

Before we go any further, it is important for everyone to be on the same page regarding what video marketing is, and what it is not. According to the Internet Marketing Dictionary, video marketing is when a company uses short videos to promote their products or services.

That is it. If you are a lawn maintenance company, who makes videos showing your employees in action to entice potential customers to hire you, that is video marketing. If you are a cafe showing your audience how to make the perfect cup of coffee on camera, then that is also video marketing. In short, if a company is making a video whose purpose is to hook an audience to promote themselves, that is video marketing.

Content Marketing, and Changing Perspectives

When most people think of video marketing, they think of commercials. Moreover, while there are certainly plenty of companies who are using the wider reach of the Internet to get more eyes on the sort of videos that look like television commercials, that is not the only kind of video marketing going on. There's also something called content marketing, which has had great success with video.

What Is Content marketing?

According to Content Marketing Institute, it is when someone makes valuable content and offers it for free as a way to build an audience. The hope is that the more people who follow the content, the more people the creator will be able to mobilize to use their products or services.

Let's put that in perspective. If a gardening supply store made a video about how great its products and customer service was, that would be a commercial. You would be trying to hook customers into coming in right away to make a sale. If that same store made a series of videos offering gardening tips, it would not sell any products right away. It is not meant to. However, the series would gain an audience and buy that audience's good will. Later on, when the audience is given a call to action to come to the store and buy their products, they are much more likely to do so.

Put simply, content marketing is a long game, and it is meant to build a following organically.

Why All The Buzz About Video?

There are all kinds of ways you can market yourself, your services, and your products, but why has video risen to the top of the heap? Several reasons, according to the Huffington Post.

First and foremost, video is engaging in ways that print, and still media are not. A picture is worth a thousand words, but video is worth even more regarding traffic and views. The sound, the motion, and the human faces also engage the brain, making people pay attention.

Video requires less effort for those watching, which makes it more likely to be engaging. Video has a better chance to go viral, it makes consumers trust the creator more, and it can be accessed from practically anywhere in our technology-driven world. So, is it any wonder more people than ever before are trying to get into video marketing?

If you need help with your video marketing efforts, simply contact us today!


What is Video Email Marketing?

When you incorporate video into email marketing, you have two mediums that exist in beautiful harmony to help you achieve marketing and sales goals and improve the user experience. Emails help video gain exposure, and video improves click-through rates on your emails and increases audience engagement.

4 Advantages of Using Video in Email Marketing

As you market a product, you want to show the target audience the benefits of your products and services. Before you begin transforming your email marketing, you want to understand the benefits of incorporating video.

  1. Improved Click-Through Rate. Regardless of the email type--newsletter, follow-up with prospects, automated alert--an email that mentions a video gets 3-4 times more click-throughs than ones that don't.
  2. Increased engagement. Getting people to your site is nice. Getting them to stay and engage in your content is better. Those who click through to a video spend substantially more time on your site than regular web traffic.
  3. Finding the right message. Tracking which videos your audience watches and which part they watch will help you deliver better content. If for example, the data shows your target audience prefers how-to videos instead of videos showing the benefits of your products and services, you know what types of videos to do to increase engagement.
  4. Better insight. The more data you collect, the more effective marketer you will become. Video allows you to collect better data. For example, if the only information you receive is who clicks through, then everyone who clicks through is equal. If, however, the data you receive identifies who clicks through, who clicks through and watches a video, and who clicks through and watches a video multiple times, then you have insight into who in your audience should be given the most attention.

Building an Audience through Email and Video

Before beginning or altering any marketing campaign or method, it is important to have specific, measurable goals, so you know whether the campaign wins or loses. Regardless of specific goals, all marketing campaigns carry the mandate to grow and build engagement with the target audience.

Here are five simple steps using video and email that will grow your audience.

  1. Compose an email that includes an attractive link to a video on your website
  2. Send the email to your email subscriber list
  3. Your audience shares the video or forwards the email
  4. New viewers discover your engaging content
  5. Your audience grows

These steps are, of course, contingent on a couple of very important factors. The most important consists of creating engaging, valuable content. If the content is not relevant and engaging to your target audience, then it will not matter how many people you send it to. The second important factor consists of having at least a small engaged email list to send it to, a list that has been created by offering valuable, engaging content to your target audience.

Identifying the Goal of Your Email  

What exactly are you trying to do with the email? The most common purpose is to get people to visit your site, consume content, and share content with their sphere of influencers.

If your goal is expanding your audience and encouraging conversions, certain email and video tactics work better than others.

  1. Tell recipients there's a video. You can mention the video in the email subject line, in the text of the email, or with a video thumbnail that includes a play button. The easier it is for the recipient to see there's a video, the more likely they will engage and click through.
  2. Choose an enticing thumbnail from the video to show in the email. Friendly faces entice clicks.
  3. Link the thumbnail to a page on your website. You should have a play button on your thumbnail. The play button will get viewers to click. Clicking on the thumbnail should not play the video. Instead, it should link to a page on your website that contains the video. Unlike a video playing within an email (which can encounter all sorts of technical issues), a video playing on a company website is surrounded by complementary elements that strengthen the company's brand.
  4. Keep the number of calls-to-action limited. You have a high-quality, engaging video. Your goal is to get people to click on it and watch. Stay focused.

HARNESS is a team of digital marketing innovators with a unique focus on inbound marketing combined with video marketing. Whether as a complement to your content marketing team or as your entire marketing department, HARNESS consistently generates leads and drives sales through engaging marketing content.


Video Marketing - Top Reasons Why It's Highly Effective

It is projected that global Internet traffic from videos will make up a whopping 80% of all Internet traffic by 2019. Additionally, 78% of people watch videos online every week while 55% do daily (Source: Hubspot). These numbers illustrate the growing trend of video marketing, and the importance of leveraging video in your business strategy.

You see, if you do not currently have a video marketing strategy in motion for your website and social media, you are missing a grand opportunity to reach and engage with your audience. Videos are incredibly effective in capturing attention, maintaining engagement, building relationships and getting viewers to take action. These are key metrics to any effective digital marketing plan.  

In fact, here are the top six reasons why video marketing is so effective and the significance of honing this strategy in your inbound marketing.

#1 Consumers Vote Video over Text

Did you know that four times as many consumers prefer to watch a video about a product versus reading about it? Videos allow prospects to see your product in action, getting a full grasp on how it works, the features and its benefits. They can digest the information easier and faster when it is demonstrated through video.

Your customers are better positioned to make an informed decision quickly by watching your video than reading a blog article or social media post. Therefore, give the people what they want by implementing more product, how-tos and demonstration videos in your content marketing strategy.

#2 Moves Viewers to Action Quickly!

After watching a video, 64% of users are more likely to buy a product online. When optimized for conversions, videos are incredibly compelling in moving viewers to follow directions and take action quickly. You can bolster your lead generation and sales tremendously by giving a clear call-to-action in your videos that direct your audience to the proper link.

#3 Increases Brand Awareness

Video marketing is also effective in creating more awareness about your brand. From telling your story, sharing customer testimonials, to answering common questions relevant to your industry, your video strategy is the ideal tactic to increasing exposure and expanding your reach online.

With YouTube being the second largest search engine, building your channel with valuable video content is huge towards growing your presence, boosting visibility and getting in front of your target audience.

#4 Live-Streaming Videos Generate Tons of Engagement

People are spending three times longer watching live video on social media versus those that have been prerecorded. Live-streaming apps like Facebook Live, Instagram Stories and Periscope are generating crazy engagement on social media and brands and are taking full advantage.

The beauty about live-streaming is that it allows your followers to join you in real-time. You will quickly build the know, like and trust factor with your audience with these “at the moment” experiences. Whether you are hosting a live Q&A session, taking your followers behind-the-scenes to an event, or reporting breaking news, live-streaming is an excellent way to keep your social audience in the know and connected to your brand.

#5 Highlights Your Brand’s Personality and Culture

Videos have an amazing way of drawing your audience into your brand’s culture, giving them a taste of your personality and passion for what you do. It further humanizes your brand, making you relatable and reachable. People are craving authenticity and transparency, and your video strategy allows you to do both which significantly builds trust with your viewers.

#6 Positions You as an Expert

At the heart of inbound marketing likes sharing valuable content that solves problems, educates and inspires your intended audience. As a result, you will bolster your thought-leadership and position your brand as an authority in your industry. Your video marketing strategy serves as the perfect platform for showcasing your expertise, giving solid advice and tips, and addressing common issues that concern your audience. It is the best way to building credibility fast in your niche.

 

Video marketing is highly effective in boosting brand awareness, generating leads, increasing sales and connecting with your audience. With more consumers leveraging video, it is crucial to begin implementing a video marketing strategy to get in front of your audience. Doing so will yield positive returns for your business.

Much success.

Ready to use video to drive sales? Reach out to us here and discover how we can help you create a solid plan that gets your videos in front of your audience.


Every piece of content is unique, built with a specific audience in mind, and to move future customers through the sales funnel.