How to Successfully Implement Video at Every Stage of The Inbound Methodology
Considering the time, money and resources involved video marketing can be an impulsive guessing game. You need to create a video marketing strategy that applies to every stage of the inbound methodology. Your goal with videos should be to attract your ideal audience, engage them with helpful, useful video content, and delight them to the point where they want to become promoters of your brand by sharing your content with their network.
Before going on, lets first see why video anyways:
Adding a video to your website can increase chance of a front-page Google result by 53 times.
90% of customers say video helps them make buying decisions.
79% of people would rather watch a video to learn, then to read text on a page.
64% of customers say that seeing a video makes them more likely to buy.
Here are types of videos you can create for each stage of the inbound methodology and some tips and tricks, too.
Attract Stage
The first step of the inbound methodology is to attract or turn strangers into visitors. Consumers at this stage are identifying their challenges and deciding whether or not they should seek out a solution. Therefore, the videos you create should empathize with their problems. The goal is to expand, reach, and build trust and credibility with your audience.
Examples of the videos:
· Short videos that show off your brand’s personality
· Thought leadership videos that establish you as a source of industry news and insight
· Brand films that share your values and mission
· Educational how-to videos that provide relevant tips for solving your audience’s pain points
Tips:
Avoid speaking too much about your product or service.
Focus on your brand values and personality.
Try to make a really good first impression.
Engage stage
Now that you’ve attracted video viewers and website visitors, the next step is to build lasting relationships with them by providing insights and solutions that align with their challenges and goals. The intention is to help them through their buyers journey to making a well-informed confident purchasing decision. Engage videos are meant to convert your visitors into leads and ultimately close them into customers.
Example of the videos:
· A webinar filled with tactical advice
· Product demo sent via email
· Landing page promotional videos
· Case studies
· In-depth educational how-to videos
Tips and tricks:
Help your audience visualize themselves using your product or service.
4x as many customers would rather watch a video about a product then read about it.
You can also try with:
· Testimonials of customers with relatable stories
· In-depth product demos
· Culture videos that sell viewers on your quality of service
· Personalized videos that explain exactly how your product or service could help their business
Delight stage
During the delight stage your goal is to continue providing remarkable content to users that makes their interaction with your product or service as incredible as possible. You want them to tell their network about their experience or unwell in another one of your products or services. The goal is to encourage your customers to embrace your brand and become brand evangelists.
Examples of the videos:
· Thank You video in an email welcoming them into the community
· Onboarding video to get them set up for success with their new purchase
· Educational product training videos
Tips:
Get creative and test various video types to see what works best for you and your business.
Experiment and document your findings and then improve.
Don’t forget to include call to actions to help lead your audience through their buyers journey.
