video: the missing part of your marketing strategy

Contents

1. What Inbound and Content Marketing Can Achieve, and What You Need2. The Missing Piece… Video3. Why Your Audience (Even B2B) Want Video4. The Video Content Marketing Funnel5. Different Types of Video Content at Different Stages of Buyer Awareness6. Getting More From Your Video Content7. What You Can Do Right Now

You’ve probably heard about theincredible success

of inbound & content marketing

www.skeletonproductions.com

You’ve probably heard of theincredible success

of inbound and content marketing

In a nutshell…

It’s about drawing your audience in with useful, entertaining & interesting content.

Rather than hitting them with a hard sell.

In a nutshell…

It’s about drawing your audience in with useful, entertaining & interesting content.

It’sabout

drawingthemdown

a funnel,from

first touchto

closed sale.

Here are the big themes of inbound marketing:

Content Creation & DistributionCreate quality content that answers your target audience’s questions and appeals to their values. Then put that content in the right places to reach them.

Lifecycle MarketingYour best customers were once strangers. Following a specific process with targeted content can help turn strangers into customers and brand advocates.

PersonalisationTailor your content to the wants and needs of the people you’re trying to draw in. As you learn more about your leads, you can make your messages even more personalised.

Multi-channelDoing inbound marketing means working across whatever channels your audience prefer. Wherever they want to interact with you, that’s where you’ll reach them.

Place Time

Content

At the end of the day, great brands educate.Build an audience of 1000 true fans who want to hear what you have to say.

… and success will follow!

So what does that success look like? What can inbound and content marketing do?

• Increase brand awareness• Build loyalty and trust• Position your brand as an expert• Drive non-paid traffic• Generate more qualified leads• Raise conversion rates• Develop lasting relationships with your audience• Make both marketing and sales’ jobs easier

You might already be doing it to some success!

Or you might be struggling to incorporate it into your business.

After all, to do inbound and content marketing well you need all of these:

Talent

In-depth research

Talent

In-depth research

Creative ideas

Talent

In-depth research

Creative ideasFirm goals

Talent

In-depth research

Creative ideasFirm goals

Targeted audience

Basically, you need a strategy.

Video might be the one thing you haven’t considered.

But it can supercharge your inbound marketing success.

It can support you in all areas of your marketing strategy…

And if you haven’t started inbound marketing already, video can be a shortcut to plentiful content.

Video content

Blog posts

Social updates

Emails

Podcasts

Infographics Ebooks

Landing pages Adverts

Besides, video is what your audience craves.It’s immediately grabbing.It’s more likely than plain text and imagery to generate emotion, build trust, and make messages stick.

• 60% of visitors to your site will watch video if it’s available before reading text

• Video viewers are 64% more likely to buy from you than non-viewers

• Video can increase social media engagement by 1,200%

Some statistics

What about B2B audiences?

• Google reports that 70% of B2B buyers and researchers watch video throughout their path to purchase (not just at the start!)

• Half of them view 30 minutes or more of B2B videos in their research process

• 1 in 5 watch over an hour of B2B videos

We like to think about video in terms of a

marketing funnelor

buyer’s journey.

This maps video content along a funnel of stages buyers go through on the road to sale.

Video can be used at all stages to encourage potential customers to progress further.

Picking a solution

Weighing up options that can help

First finding out about their problem and/or your businessAwareness

Consideration

Decision

Different types of video work best at each stage.

Regularly producing this kind of content gives your audience many reasons to engage with you. Remember, it usually takes anywhere between 7-13 engagements before a sale takes place.

● FAQ videos● Instructional videos● Personalised videos

● Videos in email● Product / service videos● Case study videos● About us / culture videos

Awareness

Consideration

Decision

● Brand film● Video

documentaries

● Inspirational / entertaining videos

Appeal● Educational

videos● Explainer

videos

Answer

Let’s take a look at specific examples of video content at each stage of the funnel.

Stage of the funnel: AwarenessBrand: Nottingham in Parliament DayType: Brand filmAim: to make the target audience aware of the brand & keen to engage further

We created this brand film to quickly form a connection with the audience (influential business leaders and policy makers) through shared values and fast-paced editing.

Stage of the funnel: ConsiderationBrand: BoxType: Case study videoAim: to make the target audience considering using Box as a solution to their problems

We created this case study video for SaaS company Box to supply social proof about how their product can help leads. It’s tailored to their target audience of CIOs in big businesses.

Stage of the funnel: DecisionBrand: BarclaysType: Personalised videoAim: to get the viewer to take the final step and buy

This personalised video was released by Barclays last year, and shows their audience (middle class customers already borrowing from the bank) that they understand them on a personal level and have considered their wants and needs.

So, how do you dovideo content marketing

Strategy Production Marketing

• Clarity on business goals

• Market insights - competitors & content

• Audience insights• Develop content plan

• Brief early• Schedule filming

efficiently

• Publish• Share widely• Promote

You also need to be getting the most out of your video content:

• Create transcripts of your videos (for SEO)• Edit shorter versions – think social media & email

campaigns• Turn your videos into podcasts• Incorporate your video content into the sales process

Video doesn’t need to be hard or complicated.In fact it can be surprisingly simple.

Here are some ideas you can try out right now…

Film interviews with experts in your business• Cut the footage into short educational videos on different

topics• Use them on social media to educate your target audience• Create video transcripts of the videos to turn into related

blog posts• Target long-tail keywords on topics you want to rank for

Idea 1

Capture your best clients going wild about you• Turn the content into powerful video testimonials• Place the videos on your website, alongside case studies

or your work• Add them to social media and YouTube• Give them to your salespeople to use in the sales process

Idea 2

In conclusion…

Video content can help you get better at inbound marketing, or get started in the first place.

Focus on providing useful, interesting or entertaining video content rather than going for the hard sell.

Have a strategy for producing different types of content throughout the marketing funnel, so you can progress leads from stranger to customer.

Plan to reuse and repurpose your videos for the best returns.

Start off with something simple: film experts in your business or your customers.

Don’t be afraid of video content. It’s a great opportunity to reach your audience how they want to be reached. It can be simple, efficient and effective.

And if you need help, just get in touch :)

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