Inbound Marketing Age

Social media continues to be a driving force for marketing success.

And, thanks to its creative potential and ability to drive conversions, an increasing number of businesses are turning to video to fill their content marketing toolkit. Video is a highly desirable asset. According to HubSpot, the use of video increases share rates 10 times on social media.

If you are engaged in a video marketing campaign you may be wondering what type of video content performs best on social channels.

Here are 6 video formats that inbound marketers can fold into their social media marketing strategy.

Customers often opt to watch videos online rather than spend their time wading through written content. That said, the use of text can contribute hugely to the performance of marketing videos.

Your videos need more than stunning visuals. They also need carefully crafted text to keep your viewer engaged. 

According to this report on the use of video in social media, 39 percent of consumers are more likely to finish a video when it includes text. Used effectively, it will reinforce your point and help viewers recall more of the information you have shared with them.

Text can be introduced in the form of overlays, descriptions and titles. It can be highly stylised and immensely helpful. A sprinkling of captions will give context to your video and add detail to your story without detracting from the main message.

Here's how to get the best results from your video marketing campaign by using text in your videos.

It’s nigh impossible to ignore the rise of video marketing.

However, you may not be lucky enough to have the talent (or equipment) in-house to produce video content that lives up to the mark. This is where an inbound marketing agency with specialist video experience can help.

In video production finding the right team is half the battle - you want to be selective with recruitment because successful brand videos require a high level of skill to produce.

Choosing a partner you trust makes collaboration and communication easier at every stage. A video marketing agency with a strong company culture should be able to give you an immediate sense of who they are and how they work.

It can be a challenge to deliver quality content across multiple social media channels consistently.

Your business can use video to bring a little variation to your social media marketing calendar. Visuals have been shown to reinforce marketing messages, which is no surprise considering 65 percent of us are visual learners.

Video is no longer optional: 87 percent of online marketers use video content and this trend is set to continue. Experts have predicted that video will account for 80 percent of online traffic by 2019.

Here are 8 undeniable reasons why you should be using video in your B2B social media campaigns.

The troubling reality for today’s support teams is that customers are demanding faster, higher quality resolutions by the day - and for some businesses, this is becoming increasingly difficult to deliver. Research shared in this report demonstrates how teams are being asked to up the ante with outdated resources and limited time.

This can be problematic for businesses that rely on repeat business and customer retention, for example in the SaaS sector - particularly if they have a small party dedicated to customer support.

Every piece of content you create is a gateway to conversion, and the best way to prompt viewers to engage with your company and move along the buyer journey is a clear and strong call to action.

Whether you intend to drive visitors to your website, share a brand message, increase subscriptions or prompt your audience to get in touch – your video call to action is the trigger.

Preparation is the key to success for any mission, and it won’t surprise you to read that this rings true for video marketing campaigns. Writing a video script is one of the best ways to clarify objectives and define your core message.

Video marketing scripts cement focal points, highlight project requirements and provide the entire video production team with something substantial to refer to.

If you are ready to knuckle down and start writing your script, here are some helpful video script goals to consider:

High-quality onboarding has been proven to improve renewal rates for businesses. This is particularly true for the SaaS industry, as well as companies that sell complicated (or hard to use) products. 

Customers who have been educated on how best to use their product are far more likely to enjoy success with it. To your customer, success equals value - and value inspires repeat business. This is why a better onboarding process is likely to lead to lower churn rates.

Efficient onboarding also drives conversion rates up by reassuring potential customers that you really care about their experience. So it makes good sense to perfect the process.

97 per cent of marketers say video has helped increase user understanding of their product or service. Sharing a classic onboarding video is one simple and effective way to introduce new users to key product features, benefits, tips and tricks.

Before you can expect to win the business of a prospective customer, you will need to prove your product or service can deliver on its promises. One of the most convincing ways to do so is a compelling case study.

A case study is more detailed and data-driven than a customer testimonial. Testimonials empower your customer to share their feelings and offer sincere praise, but a case study can more comfortably house the body of evidence surrounding your success story.

Video content has become an essential tool in every inbound marketer’s toolkit.

Yet when you’re distributing video on social media, you can’t get away with a catch-all approach. Social media platforms have unique personalities and user-bases, which should be reflected in your marketing tactics.

Four times as many people would rather watch a video exploring the benefits of a product than read about them. So, what better way to share detailed information than by making a dazzling product demo video?

Product demos with the most resounding influence explore a typical buyer’s experience of a specific problem and then break down the ways your business can assist them.

Your prospects should learn things from your video marketing that they can’t find during a cursory online search: it’s time to get specific about your commodity and how it thrashes the competition.