When used correctly, a marketing strategy using inbound marketing methodology is an effective way to attract, engage, and delight your audience in a relatable and helpful way. Inbound makes you the solution to your audience’s problems, makes it easy for them to find you, and makes keeping customers coming back simple. Video marketing pairs perfectly with an inbound strategy, it can amplify the effectiveness of existing content and provide an additional avenue for customers to learn more about your brand.
Inbound marketing methodology supports a prospective customer through their buyer’s journey, through the process of attracting, engaging, and delighting customers and potential customers using content, SEO, landing pages, sales automation, CRM, and other marketing activities. When producing video content your goal should be to attract the ideal audience, engage them with useful, helpful quality content, and delight them to the point that they promote your brand by sharing your video with their network. So, creating any old video isn’t enough. You will need to create quality video content for each stage of the inbound process.
Stage One is to Attract.
In the attraction phase, the point of your video is to turn strangers into visitors. Consumers at this stage are considering their issues and whether or not they wish to find a solution. So, in creating video content you should empathize with their problems. As this is potentially the consumers’ first interaction with your brand, you want to make a positive impression by creating content that is meaningful and memorable with a focus on the goal of expanding your brand’s reach as well as building trust and credibility. Example of an Attract Video.
Stage Two is to Engage.
Now that you have attracted an audience, the next stage is to continue their interest, build trust and work towards a lasting relationship by providing insights into their issues and solutions to their challenges and problems. Videos in the “engage” stage are meant to convert your video viewers and website visitors into sales leads. When creating content meant to convert viewers into customers, videos that help the audience visualize themselves using your brand’s service or product, and seeing success are important. Videos can leverage emotion and display product function in ways that other content can’t, and has the potential to draw consumers not just to purchase, but also to promote your brand. Example of an Engage type video.
Stage Three is Delight.
The final stage in the inbound journey is delight. During this stage, the goal is to continue to provide high-quality content to viewers that make their interaction with your brand’s service or product as remarkable as possible. An instructional video to help customers get set-up with their purchase, or even a series of explainer videos that expand on all of the potential uses and features of a product, catering to consumers who prefer to be their own self-service expert are examples of videos that can be used to delight and retain viewers. Ultimately, you don’t just want them as a customer, but also a brand ambassador that will share their positive experience and feelings about your product or service with their network. Example of a Delight style video.
Video content fits perfectly into the inbound methodology and can complement your other marketing efforts, it unlocks an entirely new avenue for attracting traffic, generating leads, and building brand interest. The ability to deliver the right content to the right person at the right time is what makes inbound marketing so successful. When you give your audience and potential customers value for consuming content, you attract more prospects who are engaged and who, in turn, will likely attract more customers. At Blend, we understand that your video content needs to be attractive, engaging, and delightful. Our team of professional videographers and photographers have the experience to create engaging storytelling content in ways that compel your target audience into action. Elevate your brand by creating memorable video content for your video marketing campaign with Blend. Contact us today.