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

In a recent HubSpot Content Trends Survey a staggering 54% of respondents voted video as the form of content they most like to see from a brand or business.

And in a similar study from Forbes, 59% of executives agreed that if they were given the choice of reading text or viewing a video to explain the same topic, they would be more likely to choose video.

So, what is it that makes video such a popular medium?

  • A well-crafted video tells a story. It gives your prospects a “peek under the lid” of your company.
  • It’s an opportunity to share what’s unique about you. It adds a human element to your product or service. What’s more, the combination of visual and aural stimulus helps to deliver messages more effectively, and leaves a more memorable impact, than even the most succinctly written content can.
  • Video gets to the point. Video is easy to consume, and it’s a reliable medium for simplifying complex ideas. It helps your prospects become educated about your products.
  • Timing is everything though: in a recent Animoto marketing survey, nearly two thirds of respondents said they preferred a video that was 60 seconds or less. And perhaps not surprisingly, the shorter the video the higher the retention rate.
  • While the average video tends to keep 37% of viewers engaged right to the end, videos that are 90 seconds or less average a 53% retention rate. At the other end of the scale, videos of 30 minutes or more result in just a 10% retention rate.
  • Video strengthens your authority. Video can build trust and help to position you as a thought leader in your industry.
  • It communicates to your prospects that you’re a knowledgeable brand, with an eye for technological trends and an understanding of consumer preferences.
  • And the more that you’re perceived as an expert or innovator, the more your prospects will want to come back for more.
  • It sparks action. Video can strengthen your existing inbound marketing activities by boosting conversions. The inclusion of video on a landing page for example has been demonstrated to increase conversions by 80% or more.
  • It produces measurable results. According to HubSpot, 51.9% of marketing professionals name video as the form of content that offers them the best return on investment (ROI).
  • Marketers who use video grow revenue 49% faster than non-video users. And research shows one in four consumers lose interest in a company if they don’t have video.
  • Video is informative, digestible and easily accessible. It helps to build trust and establishes authority. And it’s a proven method of achieving higher engagement with your prospects, speaking to their needs and converting them to customers.

The upshot is, join in, or get left behind.

The steady rise in video’s popularity has transformed video production from novelty to necessity for the most successful inbound marketing strategies.

Inbound marketing is driven by a consideration of your target audience and their likely mood, interests and expectations at each stage of their buyer’s journey: awareness, consideration, and decision.

Strategically creating video for different stages of the inbound methodology will help strike a chord with tentative prospects. Tailoring your video production to your audience can also increase viewership and improve your ROI.

As with any inbound marketing strategy, the success of your video marketing relies on you reaching the right audience at the right time.

The buyer’s journey will equip you with all the intel you need to do so. Knowing what kind of video to make, and where to incorporate it in your inbound marketing campaign, will ensure that you get a return on investment.

Later in this guide we will look at different types of video for each stage of the inbound methodology. But first, let’s look at how to write a script for video.