Video: The Missing Part of Your Marketing Strategy

Contents
1. What Inbound and Content Marketing Can Achieve, and What You Need
2. The Missing Piece… Video
3. Why Your Audience (Even B2B) Want Video
4. The Video Content Marketing Funnel
5. Different Types of Video Content at Different Stages of Buyer Awareness
6. Getting More From Your Video Content
7. What You Can Do Right Now

You’ve probably heard about the
incredible success
of inbound & content marketing
www.skeletonproductions.com
You’ve probably heard of the
incredible 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’s
about
drawing
them
down
a funnel,
from
first touch
to
closed sale.

Here are the big themes of inbound marketing:

Content Creation & Distribution
Create 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 Marketing
Your best customers were once strangers.
Following a specific process with targeted
content can help turn strangers into
customers and brand advocates.

Personalisation
Tailor 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-channel
Doing 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?

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:

all of these:
Time

all of these:
Time
Talent

all of these:
Time
Talent
In-depth research

all of these:
Time
Talent
In-depth research
Creative ideas

all of these:
Time
Talent
In-depth research
Creative ideas
Firm goals

all of these:
Time
Talent
In-depth research
Creative ideas
Firm 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 funnel
or
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
Amaze
● 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: Awareness
Brand: Nottingham in Parliament Day
Type: Brand film
Aim: 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: Consideration
Brand: Box
Type: Case study video
Aim: 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: Decision
Brand: Barclays
Type: Personalised video
Aim: 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 do
video content marketing
well?

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 :)

Video: The Missing Part of Your Marketing Strategy

Video: The Missing Part of Your Marketing Strategy

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (13)

Recently uploaded

Recently uploaded (20)

Video: The Missing Part of Your Marketing Strategy