Mastering inbound marketing is the best way to reach customers without turning them against you in the process. It’s a marketing method that relies on the customer coming to you rather than your brand hounding them. We’re talking No. Paid. Ads.
It’s not foolproof, though. Your inbound content has to be really good and really engaging. And what content type delivers engagement like no other? It’s video, hands down.
Keep reading to find out why video is an inbound marketing must-have and how to get started with video in three simple steps.
Play it cool with video
It’s no surprise that playing it cool with customers is easier said than done. One of the reasons inbound marketing is so effective is that it’s far less annoying. Instead of interrupting with an ad, the customer comes across your brand organically and chooses to engage with you.
This interaction might happen on your blog, your socials, or even in their Google search results. Wherever it happens, one thing remains the same: you’ve offered the customer content worth engaging with. And what’s more engaging than video?
Video gets shared 1200% more than text and image content combined, and it increases organic search traffic on websites by a whopping 157%. With 85% of consumers wanting to see more video content from brands, incorporating video into your inbound strategy is a no-brainer.
Take video off the too-hard shelf (in 3 easy steps)
Now that we’ve established why you need video in your strategy let’s cover how to do it.
In the past, creating video content was no easy feat. It required a hefty budget, a film crew, an editing crew, and a whole lot of expensive equipment. Thankfully, the days of daunting video creation are over. Anyone can make jaw-dropping video content, and, indeed, everyone should.
Follow these 3-steps-to-success to make video content that will help your inbound marketing strategy thrive.
- Keep your finger on the pulse
As with any method or medium of inbound marketing, your video content should be current, relevant, and valuable to potential customers.
Click-worthy content is key. Know your target customer and what they want (buyer personas are aces for this), and plan your video content around it. How-tos, explainers, infographics, testimonials, animations, and listicles all lend to this kind of meaningful, customer-focused content.
This Podcast Recommendations listicle is an excellent example of turning something valuable (your industry insight) into click-worthy inbound content.
The beauty of modern-day video creation is how little time it takes. You can churn out a new video whenever you need to keep up with the changing interests and priorities.
- Pick a simple video maker
You don’t even need a video camera. All you need is a video maker with access to plenty of high-quality stock images, footage, or animations. For example, the Biteable online video maker comes with over 1.8 million stock images, clips, and ready-made animations for quick and easy video creation.
This Leadership Skills Tips video relies only on text and ready-made animation to deliver relevant, searchable, and engaging content perfect for your inbound strategy.
You don’t have to get fancy. Audiences reward authentic, meaningful, and valuable content — even if you shot the content on your iPhone camera. If you’re totally new to this, learn video editing tips to improve your social media.
To keep things as simple as possible, try customizable video templates to start your video content off with a bang (and bang for your buck).
- Brush up on a little bit of SEO know-how
SEO is what determines the organic visibility of your brand and is therefore pretty essential to your inbound marketing success.
The great news is that a website is 53 times more likely to reach Google’s front page if it includes video.
Increase your chances of landing in front of the eyeballs that matter by brushing up on some essential video SEO tips and tricks to make Google love your videos too.
- Include your video towards the top of your webpage or blog, and make it big.
- Surround your video with relevant copy, keywords, and headings.
- Use schema markup to tell Google what your video is about. Include a thumbnail, title, description, and transcript if you have one. This helps Google direct your video (and website) towards the people who will find it most relevant.
Attract tomorrow’s customers with inbound video
Use video to attract organic customers and meet your target audience where they are.
Deliver valuable, high-quality content that’s engaging to watch and tempting to click on by incorporating video into your inbound marketing strategy. It’s easy, it works, and it’s cheaper than your paid marketing alternatives.
If that’s not a little bit of marketing magic, then what is?
Leah is a writer and content marketer at Biteable, the world’s simplest video maker. Try Biteable for yourself: https://biteable.com