On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito continue their miniseries discussion about key takeaways from inbound marketing and sales platform HubSpot's INBOUND 2017 conference, focusing on the future of video.
We read it in HubSpot's "State of Inbound 2017" research report and heard it again (and again and again) at Inbound 2017. Video is the future, and it's happening right before our eyes. Take a second to scroll through your social media feed. At least half of it is likely videos. Whether footage of cool restaurants to eat in, places to travel to, or the latest technology, video is taking over—and the number of companies utilizing it is growing.
This makes sense. Consumers are busy people, and would much rather watch an engaging video than read a long blog post (especially those on mobile devices). It's our job to communicate our content the way our audience prefers to consume it, and they want video.
It's not only beneficial to our consumers, however. Video has proven itself a strong marketing tool that boosts SEO, shortens sales cycles, and helps convert leads into customers. A study by video marketing technology company eyeviewdigital.com found that including video on landing pages can increase conversions by 80%, and that visitors will stay on your page longer, giving your brands' message more time to make an impact.
"You get what you pay for when it comes to video, and bad video will hurt you in the long run..."
—Creative Director, Jon Sasala
To maximize these amazing conversion opportunities, make sure you're creating videos with best practices in mind. For example: You've likely heard us declare "Killer Not Filler" when talking about creating content. Well the same goes for video.
Don't create video just to have video. The effort you put into creating quality videos matters.
"You get what you pay for when it comes to video, and bad video will hurt you in the long run," explains Jon Sasala, Creative Director at Morey Creative. "So you have to be cautious to not make bad video."
If you're not sure where to start (or don't even have a budget for video), don't worry. There's several video platforms, such as Brightcove and Wave, that you can use to create effective videos with content you already have.
Try upcycling blogs and landing pages that have worked for your company into videos you can share on social media, embed on blog posts, and include in emails.
The following video examples can be effective in helping to attract and convert leads:
- “How To” videos
- Blog teases
- Event RSVPs
- Educational videos
- Live streams (3x the engagement compared to on-demand)
- Product demos
- Company overviews
- Personal messages
- Product onboardings
Whether you choose to create your own videos or work with a video production company, here are several video best practices we learned at Inbound 2017 that you should keep in mind:
- Your video should make sense with no sound (use text).
- Create with mobile in mind.
- Tell one story per video.
- Use square video, since it takes up 78% more space on social feeds.
- Make it “thumb-stopping” and save best for FIRST.
- Reinforce your brand with location, text, font, colors, and logo.
- Test, learn, improve.
- Inbound & Down S01 E017: Upcycling: Getting the Most Out of Old (But Great) Content
Have any questions or topic suggestions? Comment below or email us at firstname.lastname@example.org.
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