Inbound Marketing Age

Directly after clicking a call-to-action, customers are swept away to a landing page tailored specifically to address their concerns. A fully optimised landing page helps prospective customers access the information they need in exchange for valuable contact information.

Landing page video is an inventive way to deliver useful information about your offer.

At this young stage of your lead generation, video is particularly powerful. 

Active leads may have first encountered your CTA via email, a blog post, sidebar, pay-per-click campaign or social media. However it happened, they have shown a vested interest in a specific recommendation you made and are now on a quest for further details.

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.

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:

Video content has the power to be one of the best assets on your website.

From new product demonstrations to animated explainer videos, facility tours or customer testimonials, it’s a vibrant and engaging form of content that can enhance the customer experience, build brand awareness, encourage retention and generate leads.

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.

If you’re a savvy marketer, it’s likely you’ve already invested in your video marketing strategy. However, with so many channels and site pages primed for distribution, you may be wondering what your next steps should be, and where you ought to place your video content to achieve the highest conversion rate.

The buyer’s journey and who your video’s target audience is will be major deciding factors in the end delivery of your content.

Strategy

Before you embarked on your project, it’s highly likely that you defined SMART goals for your video marketing strategy. Remind yourself, was your purpose to increase brand awareness, to celebrate a product, or rather to encourage prospects to purchase?

Customer testimonials are frequently used by marketers to increase conversion rates, yet they don’t necessarily have to be delivered in a written format.

Video customer testimonials are often much better received than their text-based counterparts and it has been stated that video enjoyment can increase a customer's purchase intent by ninety seven per cent. Furthermore, web pages that display video are shown to have superior time-spent-on-page metrics.

Buyer personas are known to inspect reviews before making an important purchase decision, and testimonials are particularly influential for those teetering on the edge of conversion, which is why customer testimonial videos are perfect for the consideration stage of the inbound sales funnel.

The best testimonials are ones that are credible, compelling accounts of a personal experience that somebody has had with your product or service.

They essentially take the form of a customer story, followed by branding and a call to action.