Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Video in Inbound Marketing

Today I attended a webinar by HubSpot describing how to use video in your inbound marketing efforts.

social media sites marketing strategy can be toughWhat IS inbound marketing, you say?

Inbound marketing is any marketing effort focused on helping people find you. Rather than pushing your message out to “leads” using tools like trade shows and cold calling, inbound marketing makes your content available to people already shopping in your industry. They’ll find you through tools like blogging, SEO and social media, and hopefully make the effort to reach out for the initial contact.

How video fits into inbound marketing…

Video can be a great way to draw these folks in and get them to engage with your brand. By creating educational or entertaining videos and publishing them on sharing sites (Blip.tv, YouTube, etc.) and on your blog, or by sharing the link in your email marketing you can educate them on what your brand is about and how they can use your products.

A few tips from today’s webinar:

  • Shorter is better. People’s attention spans drop very quickly after the first ten seconds; give them something exciting to grab their attention in the first few seconds of your video and then keep it moving.
  • Live video makes your message feel more personal and requires no editing, which means it’s fast, easy and cheap!
  • If you’re camera shy, use screen recording to show web navigation with your voice over. This is great for instructional and how-to videos. A couple of software options: Camtasia and CamStudio.
  • Upload your video in Flash, which is compatible for the most people, but also consider an M4V version for use with iTunes, iPods and iPhones.
  • If you don’t have hosting capabilities, upload your videos to a sharing site like YouTube and then cut and paste the html code they’ll create for you to embed the videos on your own site.
  • Don’t embed the videos in your emails, they’ll take up too much space. Instead take a screenshot of the video and hyperlink it to a place where your visitors can watch.
  • To make sure your video gets picked up by search engines, add descriptions, notes or transcriptions below your video. Also make sure you select tags that are going to get you appropriate placement within the sharing site.
  • Be sure you put your URL in the beginning of your video description so it doesn’t get hidden in the condensed description format, which is the default for YouTube.
  • To encourage sharing add things like a “Tweet This” button to your video – you can create this through HubSpot at twitter.grader.com/tweetit.
  • Don’t forget the call to action – at the end of your video tell viewers exactly what you want them to do next.

How do you know if your video was a success?

For B2B videos, HubSpot considers 10,000 YouTube views a win. But you can also use analytics tools provided by your video hosting company such as YouTube Insights.

Do you define success differently? Have you seen success with your videos? We want to know!

About the author

Steve Donatelli

As Creative Director, Steve Donatelli helps clients examine their approach to customer communication and develop thoughtful and meaningful graphic transition of refreshed brand, corporate, and/or product strategies.

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